Why All the Infatuation with Native Advertising? 5 Truths Every Marketer Should Know

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What is native advertising and is it just a fancifully-dressed up, repackaged iteration of a magazine advertorial? Find out this and five truths about native ads in this presentation from G/O Digital CMO Jeff Fagel.

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  • Our innovation awards nominees are based on 2 criteria. The first is local@scale. When we say ‘local@scale,’ we mean execution of localized price and item advertising across vast media channels. This year’s nominees have done a phenomenal job of bridging the gap between pushing local price and item content across digital channels at scale and robust targeting, all with intriguing content that drives consumer interaction.

    The next criterion is Innovation. These nominees have done an exceptional job pushing the boundaries of traditional digital experiences across various media.

    With that, let’s dive into the 2013 nominees.
  • Our innovation awards nominees are based on 2 criteria. The first is local@scale. When we say ‘local@scale,’ we mean execution of localized price and item advertising across vast media channels. This year’s nominees have done a phenomenal job of bridging the gap between pushing local price and item content across digital channels at scale and robust targeting, all with intriguing content that drives consumer interaction.

    The next criterion is Innovation. These nominees have done an exceptional job pushing the boundaries of traditional digital experiences across various media.

    With that, let’s dive into the 2013 nominees.
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    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • We already have your local deals in our database.

    Just say the word – it’s push button easy – and we’ll distribute your deals across platforms, channels, devices, automatically! We’ll also provide you with reporting and insights to prove that it worked, by driving in store sales and ROI.

    We offer the widest array of digital ad products including video, mobile, rich media, social, standard display, and emerging formats, across all digital screens. Our suite of digital ad products, combined with our next generation ad technology platform and industry-leading service, uniquely empower our clients to:

    Create compelling digital campaigns that connect with shoppers, drive participation and convert them into buyers and brand believers
  • Why All the Infatuation with Native Advertising? 5 Truths Every Marketer Should Know

    1. 1. Why All the Infatuation with Native Advertising? 5 Truths Every Marketer Should Know June 2014
    2. 2. Om Malik Founder & Senior Writer Om Malik provided the simplest definition of native advertising. He described it as “a sales pitch that fits right into the flow of information being shown,” that is also meant to fit seamlessly into existing brand content and “is actually valuable to the person viewing it.” What is native advertising? Source: Fast Company
    3. 3. Dan Greenberg Founder and CEO, Sharethrough, and Co-Chair, IAB Native Advertising Task Force “I firmly believe that advertising on the modern internet will be defined by meaningful content, not standard ads. There's a movement happening, away from interruptive, traditional ads, and towards thoughtful brand stories — and native ads are the most potent and effective distribution strategy for content-based advertising.” Why does native advertising matter? Source: IAB Native Advertising Playbook
    4. 4. So I ask you: Is native advertising simply a fancifully-dressed up, repackaged iteration of a magazine advertorial?
    5. 5. Let’s dive deeper and review 5Native Advertising Truths Every Marketer Should Know So I ask you: Is native advertising simply a fancifully-dressed up, repackaged iteration of a magazine advertorial?
    6. 6. Truth #1: Native ads are just repurposed digital versions of print advertorials. Source: Advertorial in More magazine
    7. 7. Truth #1: Native ads are just repurposed digital versions of print advertorials. Source: Advertorial in More magazine
    8. 8. Truth #1: Native ads are just repurposed digital versions of print advertorials. Source: Advertorial in More magazine To learn more check out, www.pantene.com/fullandthick • Pantene shampoo and conditioner system vs. leading salon brand systems based on 2007 Kline report of sales data.
    9. 9. Truth #2: Native advertising is a different spin on a sponsored post. Source: Digiday and Business Insider
    10. 10. Truth #2: Native advertising is a different spin on a sponsored post. Source: Digiday and Business Insider
    11. 11. Truth #2: Native advertising is a different spin on a sponsored post. Source: Digiday and Business Insider
    12. 12. Truth #2: Native advertising is a different spin on a sponsored post. Source: Digiday and Business Insider
    13. 13. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads
    14. 14. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads Native ads looked at 53% more frequently.
    15. 15. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads More likely to be shared. 0% 10% 20% 30% 40% 32% 19% Native Ads Banner Ads Native ads looked at 53% more frequently.
    16. 16. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads Offer higher brand lift. 18% Native ads feature… Higher lift for purchase intent 9% Higher lift for brand affinity More likely to be shared. 0% 10% 20% 30% 40% 32% 19% Native Ads Banner Ads Native ads looked at 53% more frequently.
    17. 17. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab More personal according to past customers. 0% 20% 40% 60% 80% 71% 50% Native Ads Banner Ads 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads Offer higher brand lift. 18% Native ads feature… Higher lift for purchase intent 9% Higher lift for brand affinity More likely to be shared. 0% 10% 20% 30% 40% 32% 19% Native Ads Banner Ads Native ads looked at 53% more frequently.
    18. 18. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram
    19. 19. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram Shine a light on what really matters.
    20. 20. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram Shine a light on what really matters.
    21. 21. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram Shine a light on what really matters.
    22. 22. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram Shine a light on what really matters. Don’t be disruptive and irrelevant.
    23. 23. Truth #5: Distribution is sh%t without content. Source: Gawker and Wired
    24. 24. Truth #5: Distribution is sh%t without content. Source: Gawker and Wired Create stellar, relevant content…
    25. 25. Truth #5: Distribution is sh%t without content. Source: Gawker and Wired
    26. 26. Truth #5: Distribution is sh%t without content. Source: Gawker and Wired … targeted and written for the audience.
    27. 27. ‹#› 27 The opportunity: Strive to build native ad content that is tailored and personalized, ideally hyperlocal. Consider an Opportunity and a Question
    28. 28. ‹#› 28 The opportunity: Strive to build native ad content that is tailored and personalized, ideally hyperlocal. Consider an Opportunity and a Question The question: How do you scale your native advertising?
    29. 29. ‹#› 29 To have any chance to survive, let alone flourish in this fragmented, attention-starved new reality, brand marketers need to stir an emotional response that gets people to talk, "love," share and act on your company or product. Conclusion
    30. 30. ‹#› 30 To have any chance to survive, let alone flourish in this fragmented, attention-starved new reality, brand marketers need to stir an emotional response that gets people to talk, "love," share and act on your company or product. Conclusion Read more on Entrepreneur Read more on Our Blog Let’s spend more time on the basics – building breakthrough, relevant content – and less time on chasing buzzwords.

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