Native advertising is a big craze these days. A lot of people want to know what Native ads are – and how they can make money off them. Native ads: Explained Native ads aren’t anything new, by the way

1. {
Native Advertising:
The Ethics Question
Pradeep Rajadas. Talk at LIBA.

2. Traditional Advertising is intrusive: The ad
stands out from the rest of the content on
the page.
Native Advertising matches the content of
the page in form and function
The concept is not new and has been
around in the form of Advertorial content

3.  1900’s Ford and the hobbyist car races
The History Of Native
Advertising

4.  Long Form Ads

5. • Infomercials
Soloflex

6. Sponsored Content

7.  Ads are ugly: They stick out of the
user experience.
 People have an aversion to ads;
Most people ignore advertising
completely. It’s like its invisible to
them.
 People don’t want to be sold to.
There is a tradition of avoiding
salespeople
Why Native Advertising?

8.  70% of social media advertising is
native by default.
 Promoted Tweets on Twitter.
 Sponsored Stories on Facebook
 Video ads on YouTube.
Social Media and Native
Advertising

9.  Good Content = More Page
Views = More Revenie
 Bad Content = Less
 Page Views = Less Revenue
 Where does Advertorial Content fit
in?
The Content Equation

10.  In the movies you watch – actors use
products/services that are intentionally placed
there. There is a charge to place these ads.
 The same applies to Sitcoms.
 What about recommending products that are
genuinely “liked” by the “characters” on
screen. Who loves Orange Soda?
Native Advertising is
Everywhere

11.  Should we allow Native
Advertising at all?
 Publishers that publish native ads
without the “Sponsored” indicator.
 There needs to be a certain level of
“intrusion”.
The Ethics Question

12.  Facebook has one of the best approaches
to Native Advertising.
 Right Hand Side Ads are obviously Ads.
But they have tweaks that help them
blend with the content.
 In-stream Ads look like regular content –
but they have symbols that indicate that
they are sponsored – to the discerning
user.
 Facebook Pages themselves are part of
the Facebook User Experience – but they
are actually ads.
The Facebook Approach

13.  The Hybrid approach to Advertising.
 If you’d like to sell a product, then there’s
banner space for that. You can design the ad in
such a manner that will not detract from the
user experience.
 If you’d like to engage with customers, then
there’s an area for that as well, but the
guidelines to conform to the user experience
will be stricter.
The Future

14. This has been a Native
Ad for Native
Advertising; as seen at
LIBA, Beacon.
Don’t get too native