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Native Advertising Buzzword by Augustine Fou Digital Consigliere

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Native Advertising Buzzword by Augustine Fou Digital Consigliere

  1. 1. “Native Advertising” Dr. Augustine Fou @acfou Marketing Science Consulting Group, Inc. New York, NY 646 867 0826-1- Augustine Fou
  2. 2. Native (Social) Advertising BIA/Kelsey defines native social advertising as “branded content integrated directly within a social network’s standard user experience (i.e., the Facebook newsfeed or Twitter stream), rather than positioned in reserved advertising real estate.” Source: BIA/Kelsey, April 10, 2013-2- Augustine Fou
  3. 3. “Native Revenues” vs“Ad Supported” Companies where users value them enough to actually pay for their services (e.g. via subscriptions) are performing better in the long run than companies that must support their business with ads paid for by others trying to reach their users. - Dr. Augustine Fou-3- Augustine Fou
  4. 4. 1-Year Side-by-Side Comparison Native revenues LNKD +9% FB -27% P -30% DMD -23% Ad-supported ZNGA -68% revenues WBMD -69% GRPN -73%-4- Augustine Fou
  5. 5. Native Value of Productsvs Associative and Foreign native associative foreign native value: product associative value: related to foreign value: value features, functionality, desi the use of the product – e.g. artificially attached to gn – e.g. iphone apps for iPhone, Nike+ products – e.g. loyalty points-5- Augustine Fou
  6. 6. Related Articles Native Monetization By: Augustine Fou, July 24, 2012 Native Value of Products By: Augustine Fou, September 12, 2012-6- Augustine Fou
  7. 7. Dr. Augustine Fou – Chief Digital Strategist “I advise clients on not only reaching but also engaging their customers through digital channels in authentic and valuable ways. This keeps them coming back for more (compared with one-way channels like TV or print advertising.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: Slideshares: LinkedIn: @acfou Augustine Fou