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The Comprehensive Guide to Native Advertising
 

The Comprehensive Guide to Native Advertising

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Everybody is talking about native advertising and sponsored content – in fact, so many people are talking that it’s difficult to navigate the many articles and blog posts on the topic. Vocus ...

Everybody is talking about native advertising and sponsored content – in fact, so many people are talking that it’s difficult to navigate the many articles and blog posts on the topic. Vocus delivers everything you need to know to determine if sponsored content is the right fit for your media mix in our latest eBook, The Comprehensive Guide to Native Advertising.

The guide will show you:

Ways to integrate sponsored content into branding and lead conversion cycles.

Native advertising opportunities and when to use them.

Methods of building and testing a native advertising program.

Rules and guidance on ensuring your sponsored content meets the FTC’s regulations.

Want native advertising programs that deliver the best results for your marketing and lead gen initiatives? Download Vocus’ The Comprehensive Guide to Native Advertising free – for a limited time only.

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    The Comprehensive Guide to Native Advertising The Comprehensive Guide to Native Advertising Presentation Transcript

    • The Comprehensive Guide to Native Advertising
    • Native Advertising in 2013 The purchasing of sponsored content on social networks and online websites –dominated digital marketing conversations this past year. Market research company BIA/Kelsey estimates that U.S. native ad spending on social sites might have reached $2.36 billion in 2013, or 38.9% of total U.S. paid social ad expenditures.
    • What is Native Advertising? The Interactive Advertising Bureau defines six types of native ad units including: • Social media in-feed units (i.e. Facebook ads) • Paid search • Recommendation widgets (i.e."From Around the Web") • Promoted listings • Standard ads with native elements (banner or box with text or placed at beginning of post) • Custom campaigns created with the client
    • How Does Native Advertising Fit Into the Marketing Mix? Native advertising helps brands effectively reach different parts of the marketing funnel. Creating articles that run in relevant publications can help make potential consumers aware of products, services and offerings. Using hyper-targeting features within social networks like Twitter or Facebook to reach the right audience can help lead to conversions and lower the cost of leads.
    • The Ecosystem of Native Advertising Providers Includes content creators such as brands, who create the content either alone or in conjunction with the publishers, as well as the search and social networks and vendors offering advertising space.
    • Content is Still King Native advertising requires quality content. Studies show that if sponsored content delivers context, people gladly embrace it as something worthwhile and useful. Furthermore, publications hold sponsored content to strict editorial standards. Great native advertising propels a brand’s message and serves value to its audience simultaneously.
    • Disclosure and Challenges There is no standard way for publications to disclose or present native advertising, and as paid content gets shared by readers, the lines between paid and organic get blurred. These are topics the FTC is investigating in order to protect consumers.
    • Want to incorporate native advertising into your marketing strategy? Download “The Comprehensive Guide to Native Advertising” »