The Behavior Change Model

Or: “The Secret Science Behind Native Advertising”

Dan Greenberg
founder & ceo
advertising for the modern internet
@dgreenberg
On the Modern Internet
Ads That Fit In
Are The New Normal

Dan Greenberg, CEO @dgreenberg

Ads That Fit In
Are The New Normal

Dan Greenberg, CEO @dgreenberg

 Co-Chair
Native Ad Committee

The Native Advertising Summit

Marquee Native Ad Conference

NativeAdvertising.com
The Sponsored Content Leaderboard

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

 Native Ads Have Been
Battle Tested by Every Major Closed Platform

Dan Greenberg, CEO @dgreenberg

 Native Monetization is the Predominant Advertising Strategy for the Closed Web

Dan Greenberg, CEO @dgreenberg

Intrepid Publishers Took the Leap
Into a World Beyond Banner Ads

Dan Greenberg, CEO @dgreenberg

 Native Advertising on the Open Web

Dan Greenberg, CEO @dgreenberg

 VS Native Ads
Display Ads Standardized
Standardized Sizes Component Parts

Dan Greenberg, CEO @dgreenberg

Dan Greenberg, CEO @dgreenberg
Behavior Change happens when
Motivation + Ability + Trigger
occur at the same moment
Behavior Change = M + A + T (at the same moment)
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do
reference:
BJ Fogg, Stanford Persuasive Tech Lab
ABILITY
Behavior Change happens when
Motivation + Ability + Trigger
occur at the same moment
Lesson #1: Focus on Ability, not Motivation
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do

reference: ABILITY
BJ Fogg, Stanford Persuasive Technology Lab
Lesson #1: Focus on Ability, not Motivation
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do

reference: ABILITY
BJ Fogg, Stanford Persuasive Technology Lab
 “This Incredible Time-Lapse Shows Us How
Dignity & Respect Can Change A Man”
“Donate Now”
Emotion doesn’t naturally lead to action
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do

reference: ABILITY
BJ Fogg, Stanford Persuasive Technology Lab
Emotion doesn’t naturally lead to action
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do

reference: ABILITY
BJ Fogg, Stanford Persuasive Technology Lab
ABILITY > MOTIVATION
Don’t blame failure on lack of motivation
Transform an abstract issue
into something that’s
bite-sized,
meaningful,
& personal.
“Surrender Your Say”
to Tourette Syndrome
“If more people just knew,
my life becomes less hard.”
Ability means making action easy
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do

reference: ABILITY
BJ Fogg, Stanford Persuasive Technology Lab
Ability means making action easy
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do

reference: ABILITY
BJ Fogg, Stanford Persuasive Technology Lab
3 Universal Motivators
1. Pleasure / Pain

2. Hope / Fear

3. Social Acceptance / Rejection 

“How One Instagram Hashtag
Fights Pollution”

(Taps into “social acceptance”)

 Hot Trigger:

Whole Foods says:

“Share a photo, get free coffee.”
Trigger baby steps over big leaps
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do

reference: ABILITY
BJ Fogg, Stanford Persuasive Technology Lab
Trigger baby steps over big leaps
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do

reference: ABILITY
BJ Fogg, Stanford Persuasive Technology Lab
TRIGGERS

When they lack motivation = annoying

When they lack ability = frustration

At the right time = delight

 Stopping SOPA / PIPA in 2012
Hot triggers in the path of motivation
Trigger
Put “hot triggers” in the path of motivation
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do

reference: ABILITY
BJ Fogg, Stanford Persuasive Technology Lab
Put “hot triggers” in the path of motivation
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do

reference: ABILITY
BJ Fogg, Stanford Persuasive Technology Lab
Sign petition
Give $$
Learn More
Give $$
Share
Motivation without ability = frustration
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do

reference: ABILITY
BJ Fogg, Stanford Persuasive Technology Lab
Motivation without ability = frustration
High

MOTIVATION Triggers
succeed here

Triggers
fail here
Low

Hard to Do Easy to Do

reference: ABILITY
BJ Fogg, Stanford Persuasive Technology Lab
Behavior Change happens when
Motivation + Ability + Trigger
occur at the same moment
 * reference:
BJ Fogg,
Stanford Persuasive Tech Lab
 Focus on
starting new behavior,
not stopping old ones.

* reference:
BJ Fogg,
Stanford Persuasive Tech Lab
1. Focus on Ability > Motivation
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

5. Start New Behavior vs. Stop Old Ones

6. Design for Mobile

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

6. Design for Mobile

7. Craft Content Condusive to Persuasive Headlines

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

6. Design for Mobile

7. Craft Content Condusive to Persuasive Headlines

Dan Greenberg
@dgreenberg
dan@sharethrough.com

Dan Greenberg, CEO @dgreenberg

Dan Greenberg
@dgreenberg
dan@sharethrough.com

Dan Greenberg, CEO @dgreenberg