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CONSUMERSUBJECTIVITIES
irl partnerships
At IRL we’ve worked on traditional advertising
campaigns with small-scale producers up to
international ad networks. And, right now, we’re not
alone in being unsure if anything we’re doing
actually works...
SOURCE: DoubleClick for Advertisers, a cross section of regions, Janu-ary and December 2009, Published July 2010
irl partnerships
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CLICKTHROUGH RATES FOR TRADITIONAL DISPLAY ADS
“YOU ARE MORE LIKELY TO COMPLETE NAVY SEAL TRAINING THAN CLICK A BANNER AD”
“I HAVE NEVER KNOWINGLY CLICKED A BANNER AD -- IN FACT, FROM AN EARLY AGE, I GREW UP PERCEP-
TUALLY HABITUATED TO AVOIDING THEM”
“54% OF CLICKS ON MOBILE ADS ARE CLASSED AS ACCIDENTAL”
Hub Spot, 2013
One of our readers, 2014
Goldspot Media, 2012
“CLICKTHROUGH RATES OF DISPLAY ADS DROPPED FROM 9% IN 2000, TO 0.1% IN 2013”
Google Doubleclick (Solve Media) , 2014
“AVERAGE CLICKRATE OF SOLUS EMAILS IN ENTERTAINMENT AND EVENTS IS 2.5%”
Mailchimp, 2014
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In the 20th Century advertising was the art of mass persua-
sion. Drawing on manipulative applications of psychology,
a battery of techniques were developed to address a con-
sumer public. With the birth of the network and the attention
economy, these ideas began to falter. Now, as the internet
begins its consolidation phase, we have the opportunity to
rethink how mid-scale arts organisations communicate to
their wider networked publics, in ways which no longer rely
on display, passivity and broken metrics. At IRL we contend
that meaning, communication, depth-of-engagement, ag-
gregate networks, are today’s tools to draw people into the
orbit of your ideas, events, purchases and conversations
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NATIVE ADVERTISING IS
AN ACTIVE COLLABORA-TION WITH YOUR WIDERNETWORKED AUDIENCES
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irl partnerships
“70% OF PEOPLE WANT TO LEARN ABOUT PURCHASES THROUGH CONTENT”
“READERS SPEND NEARLY THE SAME AMOUNT OF TIME READING EDITORIAL AND NATIVE CONTENT --
1.2s AND 1s RESPECTIVELY”
“PURCHASE INTENT IS 53% HIGHER WITH NATIVE ADS”
inc.com, 2014
IPG Media Lab, 2014
Dedicated Media Inc, 2014
“32% OF PEOPLE SAID THEY WOULD SHARE A NATIVE AD WITH FRIENDS AND FAMILY”
“PEOPLE VIEW NATIVE ADS 53% MORE THAN BANNER ADS”
IPG Media Lab, 2014
Dedicated Media Inc, 2014
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irl partnerships
The IRL partnership programme is affordable and open to forward-looking arts orgs
We will work with you to deliver creative native ad-vertising, published to our irlmag.co.uk platform
We will use a range of social web and social media tactics to reach and resonate with your wider audi-ence
We will help you track the performance of your ads using sophisticated metrics and produce quarterly reports
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irl partnerships
We don’t use unpaid, unskilled bloggers. Our core
IRL team are writers and photographers for TimeOut
London, The Guardian, Observer, Telegraph, Inde-
pendent, Financial Times, Sunday Times, New States-
man, Vice Magazine, Dazed Digital and elsewhere. As
digital natives with a mid-career journalistic sensibil-
ity, we really know how to tool our content and devel-
op innovative formats to hold our readers’ attention,
to challenge and enrich their online lives, and engage
our wider network with your messages
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irl partnerships
HOW IT WORKS
1. WE AGREE A PARTNERSHIP DURATION AND FREQUENCY TO SUIT YOUR PROGRAMMING AND BUDGET
2. IN THE RUN-UP TO YOUR PRODUCTIONS WE CONTACT YOU WITH SUGGESTIONS FROM OUR ‘CONTENT-MATRIX’ - YOU PICK WHICH TYPES OF NATIVE ADVERTISING YOU’D LIKE US TO PRODUCE
3. OUR WRITERS, PHOTOGS, AND EDITORS RESEARCH, WRITE, DRAFT AND REDRAFT EACH AD UNTIL WE ARE CONFIDENT WE HAVE CRAFTED A GENUINELY ENGAGING ONLINE EXPERIENCE
6. WE HELP YOU TRACK THE PERFORMANCE OF EACH AD AND ANALYSE & INTERPRET THE DATA
7. WE PRODUCE TAILORED AND DETAILED QUARTERLY REPORTS CONTAINING PERFORMANCE SUMMARIES, ANALYSIS, REFLECTIONS AND INNOVATIONS
5. WE PUBLISH TO IRLMAG.CO.UK AND USE A RANGE OF SOCIAL WEB TECHNIQUES (FACEBOOK, TWITTER, PIN-TEREST, G+) TO ENSURE YOUR AD IS READ & SHARED THROUGH OUR NETWORKS AND BEYOND
4. WE GIVE YOU AS MUCH, OR AS LITTLE, EDITORIAL CONTROL OVER THE AD AS YOU WANT
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email: [email protected]
