Getting your Marketing Content on the Web’s Top
Sites—the Native Advertising Revolution
Michael Zev Gollender
July 11, 201...
Why are we just starting to talk about content
marketing? The web has always been
about content…and marketing.
CONTENT MAR...
Portals Search Social ?
THE EVOLUTION OF CONTENT DISCOVERY
3
Banners Search PPC Share ?
THE EVOLUTION OF PROMOTED CONTENT
4
SAILING IN A DEEP SEA OF CONTENT
• Find new revenue opportunities
• Increase time on site, page views
• Promote engaging c...
THE BANNER BLINDNESS EPIDEMIC
“The most prominent result from the new eye-tracking
studies is not actually new. We simply ...
SOCIAL MEDIA: TOO CLOSE FOR COMFORT
“Brands are having to compete side-by-
side and pixel-for-pixel for our attention agai...
SOCIAL MEDIA ADVERTISING CAN BE DISRUPTIVE
“…Nielson reports that 33%of people find
banner ads on social networks
moreanno...
THE NATIVE ADVERTISING REVOLUTION
“…readers are more likely to pay attention to
marketing messages that resemble the
conte...
NATIVE ADS AND CONTENT RECOMMENDATIONS
10
OWNING THE CONTENT FUNNEL
Native Ad: Interruptive Ad:
Awareness ✓
Consideration ✓
Conversion ✓
Owned Media ✓
Paid Media ✓
...
AWARENESS, CONSIDERATION, CONVERSION
Your content is displayed to millions
of users on different publishers
• Multiple Cal...
FROM CLICK TO BUY
Your content displayed to millions
of users on different publishers
Relevant users see your
content on y...
NATIVE ADS HELP PROPEL BRANDS
#NativeAdvWebinar“Eye-Tracking Study: Native Ads Outperform Banner Ads ”, MarketingProfs, Ma...
NATIVE ADS GET SHARED
#NativeAdvWebinar“Eye-Tracking Study: Native Ads Outperform Banner Ads ”, MarketingProfs, May 8, 201...
WHAT CAN NATIVE ADVERTISING DO FOR YOU?
Discover great content through
personalized recommendations
Optimize RPM by connec...
HOW CONTENT RECOMMENDATION WORKS
Collaborative filtering
Bucketed consumption groups
Contextual
keywords & metadata
User b...
DESKTOP TV
MOBILE
TABLET
DISTRIBUTE CONTENT ON ANY DEVICE
18
Videos Articles / Blogs Pictures &
Slideshows
• Tips & tricks
• Ordered lists
• Industry secrets
• Earned Media
•Positive ...
BRAND CASE STUDY: eSalon
20
“We have seen considerable business growth
directly related to our content marketing efforts. It
drives over 70% of our tr...
“Taboola is our point solution for driving large, engaged
audiences to branded content. Performance for Vans,
Levi's, Sol ...
BEST PRACTICES FOR A NATIVE ADVERTISING CAMPAIGN
• Promote lots of content
• Continuously test ad formats, creative, media...
Ongoing A/B ad testing
CONTINUOUS TESTING & OPTIMIZATION ARE KEY
24
HOW TO MEASURE ROI FROM CONTENT MARKETING?
Step 1: Calculate your investment in content creation
• What you pay for conten...
Great content, promoted through
sophisticated recommendation engines to the right
audience, at the right time, has been
pr...
Q & A
27
Michael Zev Gollender
zev.g@taboola.com
@mzgollender
Thank you!
28
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The Native Advertising Revolution

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Google AdWords used to be a great way to get targeted traffic. For many online marketers, those days are simply over.

Over the past several years, just about everybody joined the paid search party, driving CPC ever higher. At the same time, people have developed a severe case of ad blindness. The result is a steady decline in returns from search advertising. As a matter of fact, AdWords stopped making any sense in many industries.

So what’s next for traffic acquisition?

Native advertising, also known as organic advertising, is taking the world by storm. Great content, promoted through sophisticated recommendation engines to the right audience, at the right time, has proved to drive more engagement and better conversion rates.

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The Native Advertising Revolution

  1. 1. Getting your Marketing Content on the Web’s Top Sites—the Native Advertising Revolution Michael Zev Gollender July 11, 2013 #NativeAdvWebinar 1
  2. 2. Why are we just starting to talk about content marketing? The web has always been about content…and marketing. CONTENT MARKETING IS NOT NEW #NativeAdvWebinar 2
  3. 3. Portals Search Social ? THE EVOLUTION OF CONTENT DISCOVERY 3
  4. 4. Banners Search PPC Share ? THE EVOLUTION OF PROMOTED CONTENT 4
  5. 5. SAILING IN A DEEP SEA OF CONTENT • Find new revenue opportunities • Increase time on site, page views • Promote engaging content • Reach a targeted audience • Get content found, consumed & shared • Drive conversions, actions, revenue! ADVERTISERS PUBLISHERS 5
  6. 6. THE BANNER BLINDNESS EPIDEMIC “The most prominent result from the new eye-tracking studies is not actually new. We simply confirmed for the umpteenth time that banner blindness is real. Users almost never look at anything that looks like an advertisement, whether or not it's actually an ad.” #NativeAdvWebinarBanner Blindness: Old and New Findings, Jakob Nielsen’s Alertbox: 8/20/07 6
  7. 7. SOCIAL MEDIA: TOO CLOSE FOR COMFORT “Brands are having to compete side-by- side and pixel-for-pixel for our attention against our friends and family members” #NativeAdvWebinarJay Baer, interview at MarketingSherpa Email Summit 2013, 6/10/13 7
  8. 8. SOCIAL MEDIA ADVERTISING CAN BE DISRUPTIVE “…Nielson reports that 33%of people find banner ads on social networks moreannoying than in other places.” #NativeAdvWebinar“Will the Real Native Ad Please Stand Up”, Digiday, 6/26/13 8
  9. 9. THE NATIVE ADVERTISING REVOLUTION “…readers are more likely to pay attention to marketing messages that resemble the content around them…” #NativeAdvWebinar“Study Shows Native Ads Outperform Banners...Mostly”, Forbes, 5/3/13 9
  10. 10. NATIVE ADS AND CONTENT RECOMMENDATIONS 10
  11. 11. OWNING THE CONTENT FUNNEL Native Ad: Interruptive Ad: Awareness ✓ Consideration ✓ Conversion ✓ Owned Media ✓ Paid Media ✓ Earned Media ✓ Awareness ✓ Consideration ✗ Conversion ✗ Owned Media ✗ Paid Media ✓ Earned Media ✗ 11
  12. 12. AWARENESS, CONSIDERATION, CONVERSION Your content is displayed to millions of users on different publishers • Multiple Calls to action on the page • Increase earned media value by giving consumers quality content to share 12
  13. 13. FROM CLICK TO BUY Your content displayed to millions of users on different publishers Relevant users see your content on your website Increased conversion on your transaction page 13
  14. 14. NATIVE ADS HELP PROPEL BRANDS #NativeAdvWebinar“Eye-Tracking Study: Native Ads Outperform Banner Ads ”, MarketingProfs, May 8, 2013 14
  15. 15. NATIVE ADS GET SHARED #NativeAdvWebinar“Eye-Tracking Study: Native Ads Outperform Banner Ads ”, MarketingProfs, May 8, 2013 15
  16. 16. WHAT CAN NATIVE ADVERTISING DO FOR YOU? Discover great content through personalized recommendations Optimize RPM by connecting users with content they love both on- and off-site Increase visibility and drive conversions, resulting in better content marketing ROI 16 ADVERTISERS PUBLISHERS CONSUMERS
  17. 17. HOW CONTENT RECOMMENDATION WORKS Collaborative filtering Bucketed consumption groups Contextual keywords & metadata User behavior Cookies Social Facebook/Twitter API 17
  18. 18. DESKTOP TV MOBILE TABLET DISTRIBUTE CONTENT ON ANY DEVICE 18
  19. 19. Videos Articles / Blogs Pictures & Slideshows • Tips & tricks • Ordered lists • Industry secrets • Earned Media •Positive Reviews • Before & after • Celebrity • Food recipes • Fashion & style Ideas • Funny/unbelievable • How-to… • Behind-the-scenes • Exclusive interviews • Authentic, funny WHAT KIND OF CONTENT WORKS BEST? 19
  20. 20. BRAND CASE STUDY: eSalon 20
  21. 21. “We have seen considerable business growth directly related to our content marketing efforts. It drives over 70% of our traffic, 2/3 of which can be attributed to native advertising campaigns—and our business grew 40% from Q1 to Q2.” BRAND CASE STUDY: eSalon #NativeAdvWebinar 21
  22. 22. “Taboola is our point solution for driving large, engaged audiences to branded content. Performance for Vans, Levi's, Sol Republic and other clients has been outstanding. 10-15x increase in views, 3-5x increase in earned media. Brands and media buyers take note, this is the real deal.” - Ryan Denehy, Executive Director Spur/Rooster AGENCY CASE STUDY: SPUR/ROOSTER #NativeAdvWebinar 22
  23. 23. BEST PRACTICES FOR A NATIVE ADVERTISING CAMPAIGN • Promote lots of content • Continuously test ad formats, creative, media • Make content easy to share • Data, data, data! • Create solid, audience-focused content • Continuously A/B test creative • Test various offers: videos, articles, etc. • Be prepared to measure results/ROI 23 ADVERTISERS PUBLISHERS
  24. 24. Ongoing A/B ad testing CONTINUOUS TESTING & OPTIMIZATION ARE KEY 24
  25. 25. HOW TO MEASURE ROI FROM CONTENT MARKETING? Step 1: Calculate your investment in content creation • What you pay for content creation and hosting x overhead factor Step 2: Calculate your return • How many conversions x conversion rate, Average Customer Value, and avg. profit margin Step 3: Calculate your ROI • (Return-Investment)/Investment = ROI% Adapted from: “A field guide to the 4 types of content marketing metrics”, Jay Baer, 11/3/12 25
  26. 26. Great content, promoted through sophisticated recommendation engines to the right audience, at the right time, has been proven to drive more engagement and better conversion rates. Give it a try! IN SUMMARY… 26
  27. 27. Q & A 27
  28. 28. Michael Zev Gollender zev.g@taboola.com @mzgollender Thank you! 28

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