Native Adverting MasterClass: Conceptual & Visual Alignment In Native Ad Programs

masterclass

Date: Thursday, May 24th,
Time: 09:00 – 15:15
Place: Copenhagen, Denmark
Tickets:  €495 VAT incl.

 

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Join International Creative Director at the New York Times Graham McDonnell and award-winning content strategist Melanie Deziel for an exclusive workshop for publishers and content creatives about how to conceptualize and visually align native advertising programs.

In this Native Advertising MasterClass, you will actively work on mastering the creative side of content creation as Melanie and Graham give you the tools to understand the importance of storytelling, and the ability to match design strengths, design voice, technological capabilities and visual identity of host publications of your choice.

  • Determine the brand’s area of authority for storytelling
  • Match reader intent of the host publication to create the native advertising program that monetizes.
  • Strategic approaches to ascertain good sustainable content ideas and world-class storytelling.
  • How to bring concepts to life
  • Understand how readers navigate and experience content
  • How to choose between formats, layout considerations and other visual considerations for creating dynamic native ads in a publishing environment

Limited Availability: 9 seats left

 

Masterclass Schedule:

09:30 – 09:40 – (10m) WELCOME & AGENDA REVIEW
09:40 – 10:30 – (50m) SESSION 1: STORYTELLING & CONCEPT BRAINSTORMING

  • Melanie will provide some background on her experience in the worlds of journalism and branded content, giving context of roles at Huffington Post, Time Inc, NYT and now as an independent consultant. We’ll lay the groundwork for key terms (native, especially) before diving in.
  • The first session will address the storytelling and brainstorming portion of bringing a native ad program to life, offering a list of actionable questions strategists can ask themselves to ascertain the best conceptual fit for an RFP response. We’ll address how to determine the brand’s area of authority for storytelling, and how to match that to the reader intent of the host publication to create the program that best capitalizes on the overlap.

10:30 – 10:50 – (20m) COFFEE BREAK
10:50 – 11:40 – (50m) WORKSHOP + Q&A (MELANIE)

  • (25m activity, 25m discussion of results) Attendees will work in groups to brainstorm content ideas for a given product/publication match, using what they learned in the early session to ensure the concept is a fit for the host publication and keeps brand objectives in mind. We’ll narrow down the list to the best idea, to be refined in Session 2.

11:40 – 12:40 – (60m) LUNCH
12:40 – 13:30 – (50m) SESSION 2: FORMAT CHOICES & VISUAL IDENTITY

  • Graham will provide a background look at his previous work with both native content as well as native frameworks built for publishers and brands alike. This will be an opportunity to lay the groundwork for how design organizations operate around a newsroom but also an RFP process with agencies to bring to life the editorial story that Melanie would put together. In addition, the definitions around UX and repeatable frameworks will be brought to life.
  • The second session will address how we bring concepts to life in a way that matches the design strengths, technological capabilities and visual identity of the hosting publication. We’ll talk through the importance of understanding the design voice of publications, the way that readers navigate and experience content, format choices, layout considerations and other visual considerations for creating dynamic native ads in a publishing environment.

13:30 – 13:50 – (20m) COFFEE BREAK
13:50 – 14:40 – (50m) WORKSHOP + Q&A 

  • (25m activity, 25m discussion of results) Attendees will pick up their winning idea from session 1+2 and determine the best formats to tell that story, assessing the options. They’ll sketch out a preliminary design for how that story can come to life, keeping in mind the power of multimedia and the need for a cross-device, cross-platform experience.

14:40 – 15:00 – (20m) RECAP & REVIEW

  • We’ll answer questions, and help workshop specific challenges.

15:00 – 15:15 – (15m) FINAL QUESTIONS & THANK YOU

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Graham Anthony McDonnell, The New York Times 

Graham McDonnellGraham Anthony McDonnell is International Creative Director at the New York Times. At NYT he helps create advertising inspired by The Times legacy of premium reader experiences, evolving them to the next generation of digital platforms. Additionally, Graham and his team have earned multiple honors and awards including Marketer of the Year, Most Creative Native Ad Campaign and Native Advertising Studio of the Year.
Read more about Graham

 

 

 

 

 

Melanie Deziel, Native Advertising Expert

Screen Shot 2018-03-07 at 12.42.16Melanie Deziel is an award-winning content strategist who has made it her mission to bring the tools, tactics and best practices of journalism to branded content, marketing and sales teams. She’s the founder of The Overlap League (the native ad industry newsletter), serves as a branded content Expert in Residence at Brave Ventures, writes a column for Inc and is a member of the Board of the Native Ad Institute.
Read more about Melanie

 

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