Branded / Web Stories
and
Conversational Ads
A new Age of Story Telling!
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What are Brand Stories?
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Why this format?
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Why Brand Stories are important?
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Social carousel Vs NewsroomAI Carousel?
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Where will my stories be seen?
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Media distribution network and partners?
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Why magazine format?
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Why Magazine integration, Flipkart Stories?
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What is our Strategy?
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Brand Safety
Brand Stories are self contained experiences that immerse audiences into a dynamic environment engineered for the mobile web.
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what are brand stories?
The Story format allows brands to cut through the clutter and communicate to audiences that are increasingly immune to traditional advertising formats.
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WHY THIS FORMAT?
0.08%
BANNER AD
INTERACTION
RATE
6.24%
BRAND STORY
INTERACTION
RATE
Why branded stories are important.
User experience
Traditional Vs. Non-Traditional Advertising
Importance of branded stories on premium content sites
User Experience and uplift in measurement metrics
Storytelling can be an important tactical tool that lets marketers engage consumers in a fragmented media world.
Source - Forrester Research, Capture The Mobile Web Opportunity With Tappable Content
Considered the tappable story examples more visually appealing and easier to navigate than scrolling equivalents.
Liked that tappable stories provide greater control over their reading/viewing experience than articles and videos.
Preferred tappable stories overall compared to traditional scrolling articles.
Are highly interested in reading tappable stories in their topread content categories.
Traditional vs Non-traditional​ advertising
Make an Impression
Banners don’t make much of a lasting impression on 92 per cent
of consumers if they are noticed at all. However, a story can be
more powerful.
Show Vs Tell
There’s a big difference between simply telling someone
about something and visually demonstrating it to them.
Overcome Banner Blindness
Prospective user subconsciously blocks out online ads from
their mental field of vision.
Evoke FOMO
Storytelling also allows you to evoke the emotion of fear primarily, the fear of missing out (also known as FOMO).
Importance of branded stories on content platforms/sites
User Behaviours
MAUs on Mobile Web and AMP basis Google's AMP protocol
rapidly increasing from various channels including social.
Publishers are missing out on 6% of the opportunities to turn
readers into paying/transacting users through traditional
advertising.
Driving Innovation and leaving an impact
Brand Stories may include quizzes, polls, conversations.
Brands may link these experiences with a backend service
to collect user feedback and sell shopping content.
Mobile consumption
An average of 86% of the page views are created on
mobile. Content publishers are witnessing an unstoppable
shift to mobile devices.​
Enabling Web Stories on Google
Linking your Web Stories from your site or adding the URL to your sitemap, enabling Google Spiders to locate them. Google Discover, Google Images, and Google Search enable the spider to evaluate the finest material across the internet and rank it ahead of the user preview.
Source - Google Search Central, Enable Web Stories
Social Carousel
Branded story - Conversational Carousel
| METRICS | ON STORY BASED CAROUSEL | STATIC CAROUSEL |
| AVERAGE DEPTH | UPTO 62% |
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| CONTENT ENGAGEMENT | UPTO 15X HIGHER |
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| TIME SPENT | UPTO 58 SECONDS |
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| INNOVATIVE EXPERIENCE | 360 PLAYER EXPERIENCE |
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| VISUAL CONTENT | VIDEO'S, POLLS, CONVERSATIONAL ADS, SHOPPING TAGS, DOWNLOAD NOW, ETC |
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| REDIRECTIONS | DOWNLOAD NOW, SHOPPING TAG INTEGRATION, SHOPPING FEED INTEGRATION, LIVE DATA INTEGRATION, BUY NOW, SOCIAL CARD INTEGRATION |
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Your stories can be hosted on your domains and be run as campaigns in premium environments across premium content sites on the open web that expands to the full width and height of the device with a guaranteed 70% and above viewability index
WHERE WILL MY STORY be seen?
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Interactive Video
Create high-impact interactive video experiences using hotspots and fully featured shoppable panels.
Elevate your storytelling with short, meaningful and content-led Brand Experiences.
CTAs TO
INTERACT
We recommend our partners work on a strict whitelist of sites and not have any blind spots in their media spending.
Our DSP partners cover around 95% of the sites and inventory across all publishers, in case any specific site to be added, please make a request.
Audience and other targeting filters are available.
Content Partners
Newsroom AI apply pre-bid filters for brand safety, fraud and viewability on each brand story served.
We shield your brand from improper content and fraud, and only use self-declared and non-personal data, in total respect of consumer and brand privacy.
Brand Safety
+ Third Party Trackers can be embedded.
A Magazine is a curation of selected stories that revolve around the brand narrative and is designed such to keep users engaged with the brand.
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Magazine - Branded Stories
Transforming the existing Flipkart stories (Textual ) to the real visual stories.
Recommend additional stories to your audience to enjoy once they completed their first piece.
CONTENT RECOMMENDATIONS / Content commerce
Measurable Metrics
Up to 15x Higher Engagement.
Enhanced visibility on Google Discover, Search and Images.
Easy to build on across categories.
Shopping tag, quizzes, poll, etc innovational integrations.
Read
Watch
Listen
Engage
Now
All through Visual storytelling format
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INTERACT
Our Strategy is to create visual and engaging stories (With interactive elements like
quizzes, polls, coupons etc) around the brand that will be amplified through native and
social (Landing Experiences) and display channels (In story Experience) and then entice
the acquired user to engage with more compelling content around the brand narrative
that is hosted on a custom domain. (https://stories.flipkart.com )
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What is our strategy?
WHICH KPIS DO WE
REPORT ON?
Story impressions*
Scene impressions
Avg. Scene Time
Avg. Story Time*
CTA Taps
Attachment Swipe-ups
Tap Through Rate*
Avg. Depth
Quiz & Poll results
* can be 3rd party tracked via MOAT & IAS
Case Study
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INTERACT
mix and match
any type of content
Product tags
Product Series
Social Cards
Quizzes and Polls
Lead Capture
Influencer Content
Content Recommendations
Attachments
Introduce new collections or product catalogues via direct shoppable links to products featured in images or videos.
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INTERACT
1. product tags
4
Create dynamic product catalogues that are connected to live inventory management systems such as Shopify.
2. PRODUCT series
DISCOVER
IN A TRUSTED ENVIRONMENT
EXPLORE
WITHOUT LEAVING THE SITE
Enrich your content with external embeds such as social media posts, Youtube videos or Spotify playlist recommendations.
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INTERACT
3. SOCIAL CARDS
Boost your Story engagement with interactive content that captivates audiences and loops back relevant customer feedback into your dashboard.
4. quizzes and polls:
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RESPOND
Capture visitor or campaign data right into your content with in-story Forms
5. LEAD CAPTURE:
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INTERACT
Amplify your Instagram Stories or influencer content across new audiences and into a premium content environment.
6. INFLUENCER CONTENT
Recommend additional stories for your audience to enjoy once they completed their first piece.
7. CONTENT RECOMMENDATIONS
Attach tweets, maps, coupons or discount codes to the content or provide contextual information and buying options such as colour or size without leaving the story.
8. ATTACHMENTS
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ATTACHMENT
Client:
Adidas
Media:
Mediacom
Creative:
Branching Narratives
Campaign Date:
July
Engaged time:
67 seconds
Avg. Depth:
96%
Action rate:
42%
DETAILS
CAMPAIGN
RESULTS:
CAMPAIGN
Thank YOu