Looking Beyond Banner Advertising: Introducing Snap Skout's Recommended Content Engine

Presented by: Caroline Li

@TheCarolineLI

AAN Digital: Monetize My Digital Beyond Banner Ads

Looking Beyond Banner Ads.

AAN 2014: Monetize My Digital Presented by: Caroline Li

@TheCarolineLi@SnapSkout

About Me Hello,

I’m Caroline LiReporter :: Advertising Executive :: Publisher :: Entrepreneur

1994

TREND 01

The Great CTR Decline

9%

8%

6%

5%

4%

3%

1%

0%

20022000 2004 2006 2008 2010 2012 2015

TREND 02

Display Ad Rates Declining

$5.11

2013 FORECAST

LOCAL ONLINE MEDIA CHOICE

Run-of-Site Display

2012 ESTIMATE SHARE

27.3%

$4.97

SOURCE BORRELL ASSOCIATES, INC. 2013

SHARE

20.3%

-2.8%

2012 – 2013 PERCENTAGE CHANGE

TREND 03

“Banner Blindness”

SOURCE INFOLINK “BANNER BLINDNESS STUDY”

14% of internet users rememberthe last ad they saw

8% recall the company or productpromoted

2.8% thought the ad was relevant

“The real fact of the matter is that nobody reads ads. People read what interests them. Sometimes it’s an ad.”

- Howard Luck Gossage

Our People are Your People

• Young: 18-45 years old

• Tech savvy

• Own multiple devices

• Purchase local daily deals for restaurants, bars, health and wellness, recreation and travel

Let’s Do Something Different !

The spacewe play in.

• Social media in-feed units

• Paid search

• Promoted listings

• Standard display ads with native elements

• Recommendation widgets // related content

• Custom campaigns created with the client // sponsored posts/advertorials

SOURCE INTERACTIVE ADVERTISING BUREAU

6 main forms of native advertising

Recommended Widgets

Recommended links (AdBull)

Recommended Widgets

Recommended ads/posts (Ad Blade)

Recommended Widgets

Recommended Posts (Outbrain)

Recommended Widgets

Recommended Posts (Taboola, Outbrain)

Nobody is doing “recommended offers”

Snap Skout matches your content with deals and offers, saving readers time and generating new revenue for publishers.

What We Believe

• Display advertising won’t always be annoying if we just get it right.

• People are just as curious as they were in 1994.

• Native advertising doesn’t have to be sneaky, it just has to make sense.

• Reading a print magazine or viewing a website should be an experience, people like anticipation more than surprises.

• People still value, respect, and follow newspapers and magazines

• Keeping it classy.

Why deals?

60% of online shoppersuse “Daily Deals”

SOURCE comSCORE – “15 Miles/Localeze Local Search Usage Study”

60%

Deals are everywhere and typically delivered at the wrong time.

Reader problem

I want to try a new restaurant

Consumer Dilema

1. Online search “Best Thai Restaurant”

2. Find article in local newspaper

3. Online search for name of restaurant to find out hours, location, reviews, phone number

4. Search Groupon, LivingSocial, Amazon Local for deals

5. Make reservation online

Reader problem

Isn’t there a faster way?

Snap Skout

10X Higher CTR than Average Display Ads

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

DESKTOP DISPLAY NATIVE AD UNITS SNAP SKOUT

0.1% 1.5% 2.8%

In the last six months Snap Skout has identified100,000 local businesses and sourced 90,000 ads.

We have dozens of publisher partners.

Our CTR and Interaction Rates (12-14%) outperform typical display ads and reported native ad units.

Make your readers happy.

Deliver a useful experience.

Advertising can be helpful.

Thank you.

Let’s Connect.

Caroline Li

CarolineL@snapskout.com@TheCarolineLi@SnapSkout

www.snapskout.com