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NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?


Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur

 

Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of LittleThings.com

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of Edmunds.com

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of Reputation.com

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad

Thursday
Sep012016

Ryan Nathanson: VP, digital strategy & ad operations, Federated Media

My NativeAdVice:

Bio:

Ryan Nathanson is VP, digital strategy and ad operations at Federated Media. Federated Media is an integrated media company that pairs the nation’s leading brands with the top independent influencers in digital media.

How did you get into the industry?

I began by helping large, established print publications enter the world of digital. Specifically, helping them convert or supplement their print advertising products with digital products. The banner ad had already been established, and I was working to bring new editorial and sponsored content products to the table. From webcasts to virtual events and sponsored articles, I was involved in the production, engineering and audience development of these strategies. As the products themselves became more established, my focus turned toward audience and scale.

Any emerging industry trends?

History repeats itself. Much like the very first native ad on TV, there is an evolution in the digital industry around incorporating marketing messages into content audiences want on blogs, social channels, or large, publicly-traded publications. From there, it’s about getting as many eyeballs on the content as possible. Just like with TV and DVR, the digital industry is experiencing its “ad blocking” – the evolution of both has been to find better ways to balance the value exchange with audiences so that ads become an acceptable part of the experience again. Finally, within digital, we see a de-emphasis on ad placement within established publications. Instead, ad buyers have the ability to exceed that scale by using programmatic to target an audience rather than a particular publication thought to attract a particular audience.

Any industry opportunities or challenges?

A few challenges exist. The first is oversaturation of (poor) ad experiences on the web. This has led to users blocking ads (ad blocking), thus creating a decrease in overall inventory or reach for advertisers. This breaks the value chain and becomes an increased problem if left unresolved. Users still want the same content from their trusted publications without ads without understanding that it’s the ad revenue that allows these publications to create content. As users turn ads off, publications saturate their sites with more ads to regain the lost revenue at the cost of the portion of the audience who has yet to turn off ads. This increase in ads ends up causing those who have not already turned off ads to do so, and the cycle continues until it reaches a threshold where a publication can no longer stay in business.

Herein lies the opportunity to regain audience trust by developing new ad experiences that make the value chain proportionate again. However, since ad blockers attack the ad delivery systems, those who have turned ads off will inherently not even see the attempts to fix the problem.

The overall opportunity is to find an entirely new way to speak to audiences in a way that doesn’t end up like the banner ad (blocked).   

Inspiration for the business idea, and your vision for the Business?

The one piece that both publications and audiences agree on is producing and consuming quality, relevant content. The content must be delivered in a format and channel that meets the audience’s consumption habits.  To date, those habits shift quickly, requiring publications to adopt new infrastructures. Content distribution practices change as fast as habits change. We went from desktop and long-form content to mobile and short-form content, and now, to social and video/visual content.

One consumption habit that doesn’t change is how users decide which outlets they consume content. Users chose outlets they trust. Those outlets are inherently influential to the audiences they amass. Thus, whoever the “influencers” are at any given time are the ones who have the access to the attention of the audiences that advertisers want.

We built a business focused on delivering a brand’s messaging in a way that preserves the value chain while being delivered by the influencers of the target audience. Focusing on this simple principal avoids current and future digital advertising challenges and complexities. It ensures brands are always able to access their audience in a way that audiences both accept and have a propensity to engage on a higher level than any other method.

What's next for the Business in the near future?

We continue to pioneer the creation of technology that helps brands track the trends of influence regardless of channel.  Being able to identify who the influencers are and the performance of a marketing message being delivered by a given influencer remains a technology and data science focus for us.  

Your key initiatives for the success of the Business?

To obsess over the level of strategy we deploy to help influencers and marketers find the best approaches in both constructing the experience for audience and distributing them to create scale for all parties involved. We will see new technology, new ways of thinking about influencer strategy, and deliberate organizational staffing around the concept of architecting influence for brands using available and new methods or products.

Your most difficult moment at the Business? (and what did you learn?)

The hardest part has been the education process. Helping to revise a system that has been established for over a decade brings challenges related to setting new standards and establishments for both brand and publisher.

Ideal experience for a customer/client?

The ideal experience would be a customer gaining insight into new audiences that they never knew they should be talking to, and reaching their existing audiences in ways that create deeper engagement and lasting relationships.

How do you motivate others?

Treat everyone equally and make sure everyone is challenged consistently. Ensure everyone has a deep connection with the mission at hand. Make sure everyone understands the “why” behind what we are doing.

Career advice to those in your industry?

Be smart. Understand the importance of modulating your communication style to match your audience or more importantly, their personality type. The way you engage with others and how your message comes across is critical on any level. Care about your coworkers’ feelings. Make an effort to really connect with people. Be hungry. You don’t have to act like work is your life’s mission, but you should make an effort to dive in. Be humble. Share the spotlight. Let’s face it, no one likes a know-it-all or someone who is full of themselves. Finally, be a team player. You’ll get much further in this race if you have an entire team who has your back. At a company or the team (“network”) you amass throughout your career. A team player will always trump the power players.

https://www.facebook.com/FederatedMedia

https://twitter.com/FMP