Dan Greenberg is the co-founder and CEO of Sharethrough, the leading native video ad company. Dan is a recognized authority on social advertising and branded video distribution and how persuasion strategies and digital technology can drive consumer behavior. Dan has previously been named an Ad Age Media Maven, the Forbes 30 Under 30, is a regular speaker at major advertising and technology conferences such as Cannes Lions, OMMA Video, Elevate Video Advertising Conference, Digiday Video, and Digital Hollywood. He writes regularly for industry publications, including Forbes, Advertising Age and TechCrunch. While an undergrad at Stanford, Greenberg studied persuasive technologies and later was the lead course assistant for the first-ever "Facebook Class."
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Going Native: Getting Beyond the Banner and Into the User Flow
Date/Time: October 02, 12:15 PM
“Native” ad formats and models are the latest meme to buzz its way through the ad industry in recent months. Publishers from BuzzFeed to StumbleUpon, Facebook to Tumblr are offering marketers non-standard ad opportunities that are designed to flow more naturally with the ways in which customers actually use their service. Defenders say that going “native” is precisely the kind of beyond-the-banner thinking digital advertising requires. But others argue that it is hard for these models to scale and to fit neatly within a media plan. Site specific deals must be struck and discrete creative must be applied to every deployment. Is this really where budget-constrained campaigns need to head? Or are native formats just the leading edge of post-advertising future where marketers have to think beyond the banner, the spot, the pre-roll and the interstitial?
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