The Behavior Change Model & The Secret Science Behind Native Advertising

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Originally presented at Robert Redford's Sundance Summit for climate change. Big credit to BJ Fogg for the underlying behavior change framework.

Marketing Education Technology

advertising for the modern internet
Dan Greenberg
founder & ceo
@dgreenberg
The Behavior Change Model
Or: “TheSecretScienceBehindNativeAdvertising”

Dan Greenberg, CEO @dgreenberg
On the Modern Internet
Ads That Fit In
Are The New Normal

Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
Ads That Fit In
Are The New Normal

Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
NativeAdvertising.com
The Sponsored Content Leaderboard
The Native Advertising Summit
Marquee Native Ad Conference
Co-Chair
Native Ad Committee

Dan Greenberg, CEO @dgreenberg
Powering In-Feed Native Ads For Modern Publishers
• The Largest Supply Side Platform for Native Ads
• Programmatic Buying via OpenRTB2.3
• 1.5B+ Native Ads per Month
• Most Sophisticated Technology Solution
• Chair of IAB Native Ad Committee
• 150 Employees, Based in SF & NYC
• $29M Funding
Dan Greenberg, CEO @dgreenberg

Dan Greenberg, CEO @dgreenberg
Native Ads Have Been
Battle Tested by Every Major Closed Platform
Dan Greenberg, CEO @dgreenberg

Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
Native Monetization is the Predominant Advertising Strategy for the Closed Web

Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
Intrepid Publishers Took the Leap
Into a World Beyond Banner Ads

Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
Native Advertising on the Open Web

Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
VS
Display Ads
Standardized Sizes
Native Ads
Standardized
Component Parts

Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg

Behavior Change happens when
Motivation + Ability + Trigger
occur at the same moment

High
Low
MOTIVATION
EasytoDoHardtoDo
ABILITY
Triggers
succeedhere
Triggers
failhere
BehaviorChange=M+A+T(atthesamemoment)
reference:
BJFogg, StanfordPersuasiveTechLab

High
Low
MOTIVATION
EasytoDoHardtoDo
ABILITY
Triggers
succeedhere
Triggers
failhere
Lesson#1:FocusonAbility, not Motivation
reference:
BJFogg, StanfordPersuasiveTechnologyLab

“This Incredible Time-Lapse Shows Us How
Dignity & Respect Can Change A Man”

High
Low
MOTIVATION
EasytoDoHardtoDo
ABILITY
Triggers
succeedhere
Triggers
failhere
Emotion doesn’t naturally lead to action
reference:
BJFogg, StanfordPersuasiveTechnologyLab

ABILITY> MOTIVATION
Don’t blame failure on lack of motivation

Transform an abstract issue
intosomethingthat’s
bite-sized,
meaningful,
& personal.

“Surrender Your Say”
to Tourette Syndrome

“If more people just knew,
my life becomes less hard.”

High
Low
MOTIVATION
EasytoDoHardtoDo
ABILITY
Triggers
succeedhere
Triggers
failhere
Ability means making action easy
reference:
BJFogg, StanfordPersuasiveTechnologyLab

3UniversalMotivators
1. Pleasure / Pain
2. Hope / Fear
3. Social Acceptance / Rejection

“How One Instagram Hashtag
Fights Pollution”
(Tapsinto“socialacceptance”)

Hot Trigger:
WholeFoodssays:
“Share a photo, get free coffee.”

High
Low
MOTIVATION
EasytoDoHardtoDo
ABILITY
Triggers
succeedhere
Triggers
failhere
Trigger baby steps over big leaps
reference:
BJFogg, StanfordPersuasiveTechnologyLab

Whentheylackmotivation=annoying
Whentheylackability= frustration
Attherighttime=delight
TRIGGERS

Stopping SOPA / PIPA in 2012
Hottriggersinthepathofmotivation

High
Low
MOTIVATION
EasytoDoHardtoDo
ABILITY
Triggers
succeedhere
Triggers
failhere
Put “hot triggers” in the path of motivation
reference:
BJFogg, StanfordPersuasiveTechnologyLab

Sign petition
Give $$
Give $$
Share
Learn More

High
Low
MOTIVATION
EasytoDoHardtoDo
ABILITY
Triggers
succeedhere
Triggers
failhere
Motivation without ability = frustration
reference:
BJFogg, StanfordPersuasiveTechnologyLab

*reference:
BJFogg,
StanfordPersuasiveTechLab

*reference:
BJFogg,
StanfordPersuasiveTechLab
Focus on
starting new behavior,
not stopping old ones.

1. Focus on Ability > Motivation
2. Emotion does not = Action

1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps

1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation

1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation
5. Start New Behavior vs. Stop Old Ones

1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation
6. Design for Mobile
5. Start New Behavior vs. Stop Old Ones

1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation
6. Design for Mobile
7. Craft Content Condusive to Persuasive Headlines
5. Start New Behavior vs. Stop Old Ones

Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
Dan Greenberg
@dgreenberg
dan@sharethrough.com

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1. advertising for the modern internet Dan Greenberg founder & ceo @dgreenberg The Behavior Change Model Or: “TheSecretScienceBehindNativeAdvertising”

2. Dan Greenberg, CEO @dgreenberg On the Modern Internet Ads That Fit In Are The New Normal

3. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg Ads That Fit In Are The New Normal

4. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg NativeAdvertising.com The Sponsored Content Leaderboard The Native Advertising Summit Marquee Native Ad Conference Co-Chair Native Ad Committee

5. Dan Greenberg, CEO @dgreenberg Powering In-Feed Native Ads For Modern Publishers • The Largest Supply Side Platform for Native Ads • Programmatic Buying via OpenRTB2.3 • 1.5B+ Native Ads per Month • Most Sophisticated Technology Solution • Chair of IAB Native Ad Committee • 150 Employees, Based in SF & NYC • $29M Funding Dan Greenberg, CEO @dgreenberg

6. Dan Greenberg, CEO @dgreenberg Native Ads Have Been Battle Tested by Every Major Closed Platform Dan Greenberg, CEO @dgreenberg

7. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg Native Monetization is the Predominant Advertising Strategy for the Closed Web

8. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg Intrepid Publishers Took the Leap Into a World Beyond Banner Ads

9. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg Native Advertising on the Open Web

10. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg VS Display Ads Standardized Sizes Native Ads Standardized Component Parts

11. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg

12. Behavior Change happens when Motivation + Ability + Trigger occur at the same moment

13. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere BehaviorChange=M+A+T(atthesamemoment) reference: BJFogg, StanfordPersuasiveTechLab

14. Behavior Change happens when Motivation + Ability + Trigger occur at the same moment

15. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Lesson#1:FocusonAbility, not Motivation reference: BJFogg, StanfordPersuasiveTechnologyLab

16. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Lesson#1:FocusonAbility, not Motivation reference: BJFogg, StanfordPersuasiveTechnologyLab

17. “This Incredible Time-Lapse Shows Us How Dignity & Respect Can Change A Man”

18. “Donate Now”

19. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Emotion doesn’t naturally lead to action reference: BJFogg, StanfordPersuasiveTechnologyLab

20. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Emotion doesn’t naturally lead to action reference: BJFogg, StanfordPersuasiveTechnologyLab

21. ABILITY> MOTIVATION Don’t blame failure on lack of motivation

22. Transform an abstract issue intosomethingthat’s bite-sized, meaningful, & personal.

23. “Surrender Your Say” to Tourette Syndrome

24. “If more people just knew, my life becomes less hard.”

25.

26. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Ability means making action easy reference: BJFogg, StanfordPersuasiveTechnologyLab

27. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Ability means making action easy reference: BJFogg, StanfordPersuasiveTechnologyLab

28. 3UniversalMotivators 1. Pleasure / Pain 2. Hope / Fear 3. Social Acceptance / Rejection

29. “How One Instagram Hashtag Fights Pollution” (Tapsinto“socialacceptance”)

30.

31. Hot Trigger: WholeFoodssays: “Share a photo, get free coffee.”

32.

33. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Trigger baby steps over big leaps reference: BJFogg, StanfordPersuasiveTechnologyLab

34. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Trigger baby steps over big leaps reference: BJFogg, StanfordPersuasiveTechnologyLab

35. Whentheylackmotivation=annoying Whentheylackability= frustration Attherighttime=delight TRIGGERS

36. Stopping SOPA / PIPA in 2012 Hottriggersinthepathofmotivation

37.

38. Trigger

39.

40.

41.

42.

43. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Put “hot triggers” in the path of motivation reference: BJFogg, StanfordPersuasiveTechnologyLab

44. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Put “hot triggers” in the path of motivation reference: BJFogg, StanfordPersuasiveTechnologyLab

45.

46. Sign petition Give $$ Give $$ Share Learn More

47.

48. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Motivation without ability = frustration reference: BJFogg, StanfordPersuasiveTechnologyLab

49. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Motivation without ability = frustration reference: BJFogg, StanfordPersuasiveTechnologyLab

50. Behavior Change happens when Motivation + Ability + Trigger occur at the same moment

51. *reference: BJFogg, StanfordPersuasiveTechLab

52. *reference: BJFogg, StanfordPersuasiveTechLab Focus on starting new behavior, not stopping old ones.

53. 1. Focus on Ability > Motivation

54. 1. Focus on Ability > Motivation 2. Emotion does not = Action

55. 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps

56. 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation

57. 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation 5. Start New Behavior vs. Stop Old Ones

58. 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation 6. Design for Mobile 5. Start New Behavior vs. Stop Old Ones

59. 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation 6. Design for Mobile 7. Craft Content Condusive to Persuasive Headlines 5. Start New Behavior vs. Stop Old Ones

60. 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation 6. Design for Mobile 7. Craft Content Condusive to Persuasive Headlines 5. Start New Behavior vs. Stop Old Ones

61. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg Dan Greenberg @dgreenberg dan@sharethrough.com

62. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg Dan Greenberg @dgreenberg dan@sharethrough.com

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