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Getting Results With Native Ads - with Steve Rubel

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Marketers and PR pros are wrestling with native advertising. How can companies and nonprofits best use sponsored content within their existing content mix to build brand and trust? …

Marketers and PR pros are wrestling with native advertising. How can companies and nonprofits best use sponsored content within their existing content mix to build brand and trust?

Edelman’s Chief Content Strategist and AdAge columnist clarifies the role of sponsored content in these slides. You can also view the full Vocus Webinar with audio, here: http://bit.ly/JJ6dgd

Read or listen to understand native advertising’s role within the content ecosystem that includes traditional, social and owned media. Learn how:

-Media outlets envision offering native advertising as an amplification tool for brands.
-Deploying sponsored ads in an ethical fashion can build trust.
-To integrate native ads into your media ‘cloverleaf’ with traditional, social and owned media.

About the Speaker:

Steve Rubel is the Chief Content Strategist of Edelman, the world’s largest independent public relations firm. A media, technology and digital culture thought leader, Steve speaks at events around the world and has a monthly column in Advertising Age. Prior to joining Edelman in 2006, he spent 15 years doing marketing communications for corporate, nonprofit, and small and mid-sized PR firms.

Watch the full webinar replay, free: http://bit.ly/JJ6dgd

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Transcript

  • 1. Getting Results with Native Ads With Steve Rubel
  • 2. SPONSORED CONTENT A Broader Relationship with the U.S. News Media
  • 3. PR AND THE PRESS: A LONG PARTNERSHIP
  • 4. SPONSORED CONTENT: PAID AMPLIFICATION
  • 5. SPONSORED CONTENT: A PR POINT OF VIEW • Why now: a storm of disruption • Three emerging formats • Key trends and questions • An ethical way forward
  • 6. WHY NOW: A STORM OF DISRUPTION
  • 7. SCARCITY ERODES: SUPPLY > DEMAND
  • 8. SUBSCRIPTION FEES: (MOSTLY) OFF THE TABLE
  • 9. AD TECH BOOMS, AD RATES DROP
  • 10. MARKETERS EMBRACE A CONVERGED MODEL
  • 11. EMERGING FORMATS: A MIX OF OLD AND NEW
  • 12. THREE MODELS: ALL FOLLOW TRADITION
  • 13. ADVERTORIAL: PAID SYNDICATION
  • 14. PAID SYNDICATION: PROS | CONS Years of benchmark data Starts with a trust deficit 100% control of the content Requires an editorial mindset Easy for the reader to delineate Easy to skip or miss Write once, use many times Can be jarring to the reader Can be adjusted as needed Needs to be kept fresh
  • 15. PRODUCT PLACEMENT: PAID INTEGRATION
  • 16. PAID INTEGRATION: PROS | CONS Hard to miss Needs to be hand crafted Can be simple Can be expensive Huge diversity of options Lack of accepted standards Room to innovate Harder to measure ROI Can spur social distribution Potential for backlash (if done wrong)
  • 17. NAMING RIGHTS: PAID COCREATION
  • 18. PAID CO-CREATION: PROS | CONS More like a media buy Can be expensive Client has directional oversight No daily say in editorial Diverse options e.g. events, research Lines get blurry with commerce Large pool of media partners Sometimes distanced from editorial Can start with a trust surplus More of a commitment
  • 19. KEY QUESTIONS AND TRENDS
  • 20. WILL GOVERNMENT GET INVOLVED?
  • 21. WILL AUDIENCES REJECT NATIVE ADS?
  • 22. WILL GOOGLE SPOIL THE PARTY?
  • 23. WILL IT ALL BE AUTOMATED?
  • 24. WILL THE PRESS TAKE CONTROL?
  • 25. NOTEWORTHY TRENDS FOR THE PR INDUSTRY • Publishers see PR as a good partner • Big ideas are required • Digital natives set the tone
  • 26. SPONSORED CONTENT: ETHICAL FRAMEWORK
  • 27. CRITICAL ISSUE ONE: DISCLOSURE • Edelman will disclose that editorial-style “sponsored content” on major news sites is in fact sponsored • The firm will advocate that its partners include the opportunity for the audience to substantively participate in the conversation
  • 28. CRITICAL ISSUE TWO: QUALITY • Sponsored content programs will be primarily utilized to amplify that which is owned and/or earned media - not replace it • In a fluid medium, sponsored content should aim to be constantly updated and sometimes expanded to reflect new information
  • 29. CRITICAL ISSUE THREE: PROCESS pro quo • Edelman will not engage in quid discussions that intertwine paid and earned. Further, it maintains a strict policy that it does not engage in pay-forplay • The firm will separate its day-to-day earned media work with journalists from the paid work in structuring news media partnerships #vocuswebinar
  • 30. IN CONCLUSION • Sponsored content is here to stay and prominent • The global picture is far more nuanced • PR can expand its relationship with the press • The ethical challenges are formidable. Yet, experimentation should be encouraged • Just as the social media revolution expanded the PR profession’s remit, so may sponsored content Steve Rubel @steverubel
  • 31. Steve Rubel steve.rubel@edelman Steve Rubel .com steve.rubel@edelman.co @steverubel m http://edl.mn/scpape @steverubel r http://edl.mn/scpaper
  • 32. Thanks for attending! #VocusWebinar @vocus
  • 33. The Vocus Family About Vocus Vocus is a leading provider of cloud marketing software that helps businesses reach and influence buyers across social networks, online and through media. Vocus provides an integrated suite that combines social marketing, search marketing, email marketing and publicity into a comprehensive solution to help businesses attract, engage and retain customers. Vocus software is used by more than 120,000 organizations worldwide and is available in seven languages. Vocus is based in Beltsville, MD with offices in North America, Europe and Asia. For further information, please visit http://www.vocus.com or call (800) 345-5572 PR Suite | Marketing Suite @Vocus Online News Releases @PRWeb Publicity @Helpareporter Facebook Apps @NorthSocial Email Marketing @iContact