Native Advertising
A breeding ground for commitment and sharing
Amanda Frazier
Sr Marketing Manager

Native Advertising

!...
eZdia.com!
More than a content churning machine
We paired our own cutting edge technology with
the passions, skills and re...
Our mission:
To make the web more readable,
engaging and enjoyable by connecting
growing eCommerce companies with
the worl...
Native advertising is a new term, but
the approach and concept is not new
at all.
!

The elements of native advertising
ar...
“Advertorial stretches as far back as the late 19th
century when John Deere created “The Furrow,” a
magazine to teach farm...
Native Ad Examples

•

•

Tumblr Spotlight
Promoted Images
on Instagram

•

•

•
•

•

Promoted Tweets on
Twitter

Branded...
Benefits for Advertisers
•

Reach a targeted audience

•

Amplify content

•

Drive revenue through new
customers, conversi...
Benefits for Publishers
•

Create new revenue
opportunities

•

Promote engaging content

•

Increase time-on-site
through ...
Native Ad Forecast
Advertisers Expected to Spend $4.57 Billion by 2017
!

•

69%

68%

$4.57

63%

Ad dollars spent on nat...
3 Primary Reasons for Native’s
Rapid Growth
•

Native Ad’s strong response rates vs the sinking
response rates of display....
Native Advertising
Landscape
Promoted posts

Promoted Video &
Images

Promoted Places &
Listings

Promoted links

Closed N...
Response Rate Comparison
Native vs Display on Facebook
Display Ad

Avg CTR .04%!
Avg CPM $0.24

Avg CTR 1.2%!
Avg CPM $5.4...
Shareable Advertising
Native vs Display

32%

vs

of survey participants
would share a native ad
with friends & family.

1...
Native Ads are

Content Hungry
Content created for native advertising must be relevant
—to the customer, audience and nati...
Golden Rule of Content Marketing
Reuse your content … 

again and again and again.
1. Take inventory of your
current conte...
2nd golden rule: !
There is power in repeating your message

“Delivering your message
in different ways, over
time, not on...
Native Content Effectiveness
Do!

Don’t!

•

match style and layout of the publishers
web site

•

use rich media, expanda...
Content Strategy:
Find Trends & Topics
Build hot topics into your content plan. Here are a few tools to help.

!

Google k...
Content Strategy
Align Content with Objective
Customer stage

Content types
sponsored articles, ad banners
that accompany ...
Create Content
Identify Resources

Out-Sourced!

In-House!
complete brand voice
experience!

“If brands begin to provide
t...
Content Quality
Higher quality = stronger response
!
The performance of your Native Ads are dependent
on the quality of yo...
Content Cost
resource hours x hourly rate
Content development can be expensive. Each piece of
content can involves many te...
Content Scalability
peak at the eZdia content creation platform dashboard,
illustrating current project queue status

1 + ...
Content Testing

!

Version Results:!
1) Native Advertising: the land of opportunity or sea of risk
2,000 impressions | 11...
Optimize & Re-Allocate
campaign objective: paid conversions
90 day campaign:

!
•

no optimizations for first 30 days.
Cont...
Optimize & Re-Allocate
campaign objective: brand visibility
30 day campaign: 

•

!

Run campaign based on max
impression ...
“The real fact of the matter is that nobody reads
ads. People read what interests them.
Sometimes it’s an ad.”
– Howard Lu...
Thanks for Attending!
!

Get in touch anytime
!
twitter.com/teammanda!
!

www.eZdia.com!
linked.com/ezdia!
twitter.com/ezd...
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Importance of Content Strategy in Native Advertising

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A breeding ground for customer acquisition and interaction, native advertising is currently the hot topic in digital advertising. With response rates often performing at more than 25x better than display ads, it’s a smart place to spend your advertising budget. And on average, marketers are doing just that—spending a little more than 60% of their total social ad budgets on Native Advertising.

So, here’s the question, if response rates are outperforming most digital advertising channels, why isn’t every brand participating?

For many marketers, the answer is resource constraints.

Sound familiar?

Join us as we dig into the topic and offer solutions to some of the biggest content hurdles brands face.

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Importance of Content Strategy in Native Advertising

  1. 1. Native Advertising A breeding ground for commitment and sharing Amanda Frazier Sr Marketing Manager Native Advertising !1 @eZdia
  2. 2. eZdia.com! More than a content churning machine We paired our own cutting edge technology with the passions, skills and resources of our expertly curated team of writers, researches and editors. ! ! Our content creation platform configures easily to the needs of our customer and each unique project, so we can deliver a cost-effective, scalable content solution that is spot on every time. Native Advertising !2 @eZdia
  3. 3. Our mission: To make the web more readable, engaging and enjoyable by connecting growing eCommerce companies with the world's most motivated writers. Native Advertising !3 @eZdia
  4. 4. Native advertising is a new term, but the approach and concept is not new at all. ! The elements of native advertising are included in the foundation of advertising. 1. show an engaging ad Native Advertising ! 2. to the right audience !4 at the 3. right time @eZdia
  5. 5. “Advertorial stretches as far back as the late 19th century when John Deere created “The Furrow,” a magazine to teach farmers how to make more money using John Deere products. – DigiDay Native Advertising !5 @eZdia
  6. 6. Native Ad Examples • • Tumblr Spotlight Promoted Images on Instagram • • • • • Promoted Tweets on Twitter Branded Captcha Paid Discovery on StumbleUpon • Promoted Pins on Pinterest Promoted Videos on WordPress blogs • Targeted Coupons Sponsored Stories on Facebook Native Advertising !6 @eZdia
  7. 7. Benefits for Advertisers • Reach a targeted audience • Amplify content • Drive revenue through new customers, conversions, and actions. Native Advertising !7 @eZdia
  8. 8. Benefits for Publishers • Create new revenue opportunities • Promote engaging content • Increase time-on-site through pages/visit Native Advertising !8 @eZdia
  9. 9. Native Ad Forecast Advertisers Expected to Spend $4.57 Billion by 2017 ! • 69% 68% $4.57 63% Ad dollars spent on native advertising is expected to account for 71% of the total social display ad dollars in 2017 Increased ad spend in Native Ads has been driven by Facebook & Twitter sponsored posts. $3.98 60% $3.40 $2.85 40% $2.50 $2.36 20% 0% !9 $3.75 54% $1.63 $1.25 2012 2013 2014 2015 2016 2017 Native % of total Native Advertising 71% $0.00 native spending @eZdia Native Ad Forecast in US Billions • $5.00 66% Native ad spend is forecast to grow to $4.57 billion in 2017, up from $1.63 billion in 2012 % of total display ad spend • 80%
  10. 10. 3 Primary Reasons for Native’s Rapid Growth • Native Ad’s strong response rates vs the sinking response rates of display. • Very effective channel to reach mobile users • Publishers looking for new, enticing ways to continue selling more premium-priced placements. Native Advertising !10 @eZdia
  11. 11. Native Advertising Landscape Promoted posts Promoted Video & Images Promoted Places & Listings Promoted links Closed Networks Open Networks Open Networks provide opportunity to create and promote the same piece of branded content across multiple native ad platforms. Closed Networks create and promote content within the confines of the publishers ad platform. Native Advertising !11 @eZdia
  12. 12. Response Rate Comparison Native vs Display on Facebook Display Ad Avg CTR .04%! Avg CPM $0.24 Avg CTR 1.2%! Avg CPM $5.48 In-stream News Feed Ad CTR & CPM data source: InternetRetailer.com! http://www.internetretailer.com/2013/10/17/facebook-ads-click-through-rates-soar-q3 Native Advertising !12 @eZdia
  13. 13. Shareable Advertising Native vs Display 32% vs of survey participants would share a native ad with friends & family. 19% surveyed participants would share a banner ad with friends & family. Source: Eye-Tracking and Survey-Based Study by Sharethrough and IPG Media Lab Native Advertising !13 @eZdia
  14. 14. Native Ads are Content Hungry Content created for native advertising must be relevant —to the customer, audience and native ad publisher. Native Advertising !14 @eZdia
  15. 15. Golden Rule of Content Marketing Reuse your content … 
 again and again and again. 1. Take inventory of your current content. 2. Refresh & build onto your best performing content. 3. Refresh content, write fresh headlines and call-to-actions. Native Advertising !15 @eZdia
  16. 16. 2nd golden rule: ! There is power in repeating your message “Delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles.” – Seth Godin Native Advertising !16 @eZdia
  17. 17. Native Content Effectiveness Do! Don’t! • match style and layout of the publishers web site • use rich media, expandable units or animation. • use similar call-to-action style as publisher site • secure placements similar to standard ad locations used by banner ads (right rail, top & bottom of page) • encourage user interaction • create content that doesn’t match your brand style/voice/purpose. • publish content that is a stretch between your purpose and concepts in the content. • create killer content • make sure your native placements are labeled as advertisements properly. Native Advertising !17 @eZdia
  18. 18. Content Strategy: Find Trends & Topics Build hot topics into your content plan. Here are a few tools to help. ! Google keyword planner! find the volume of searches by keyword. ! Topsy.com! track and monitor trends in social media and drill down to tweets, images, videos, links and even influencers. ! Postris.com! customize your own dashboard based on your interests. Also helps find what’s trending on a category level. ! Frequently Asked Questions! right under your nose, your customers are telling you exactly what they need to know more about. ! HashTag.org! shows which hashtags are trending on twitter. ! Whatthetrend.com! Find what’s trending on twitter and why. Native Advertising !18 @eZdia
  19. 19. Content Strategy Align Content with Objective Customer stage Content types sponsored articles, ad banners that accompany native content, social media posts, infographics Buyer’s guides, gift guides, white paper, forums Top 10/best of editorial lists, product reviews, finders Product use guides, product reviews, free trials, testimonials Product/accessories updates, how-to’s, blogs, community forums © 2013 eZdia.com - All Rights Reserved. Native Advertising !19 !19 7 @eZdia
  20. 20. Create Content Identify Resources Out-Sourced! In-House! complete brand voice experience! “If brands begin to provide truly valuable content, then consumers will begin to view it as something more than advertising and form a real connection and that’s where you want to be.”! - Dustin O’Dell • • • vs brand training required! • protects limited in-house resources ! • • easily scalable
 leverage current resources ! scaling dependent on HR
 Native Advertising 
 !20 @eZdia
  21. 21. Content Quality Higher quality = stronger response ! The performance of your Native Ads are dependent on the quality of your content. Incentivize Writing Team! ! Build incentives for your writing team. In-house or outsourced to help boost longterm quality & voice excitement in all content. ! ! eZdia has built in workflow and incentives for every stage. Native Advertising !21 @eZdia
  22. 22. Content Cost resource hours x hourly rate Content development can be expensive. Each piece of content can involves many team members: topic & keyword research, writer, editor, QA and creative design. tips for controlling content creation costs Content Creation Platform! can serve as a:! ! • • • workflow tool! process manager ! version control Native Advertising Use an Outsourced Partner! ! An outsourced partner can help provide scalable resources, with budget controls and subject experts beyond your own team bench. !22 Workflow Tool ! ! can reduce management costs by 30% @eZdia
  23. 23. Content Scalability peak at the eZdia content creation platform dashboard, illustrating current project queue status 1 + 1 (doesn’t always) = 2. Native advertising requires more than just a few pieces of great content. ! Complex content strategies require more than 1 or 2 dedicated resources to achieve the content creation process. Improve response, boost effectiveness and budget efficiency. Native advertising is a great channel to test content. Easy to test headlines, call-to-actions and landing pages. Start with: • writing alternate headlines (5-20 versions work best) • crafting unique call-to-actions (aim for 3-7) • testing 5 different landing pages. Native Advertising !23 @eZdia
  24. 24. Content Testing ! Version Results:! 1) Native Advertising: the land of opportunity or sea of risk 2,000 impressions | 11% response rate 
 2) Native Advertising: the land of opportunity and risk 2,100 impressions | 11.5% response rate 
 3) All You Need To Know About Native Advertising 2,100 impressions | 5% response rate 
 4) Native Advertising: The future of digital advertising explained 2,000 impressions | 6% response rate 
 5) Native Advertising: The future of digital advertising dissected 1,900 impressions | 10% response rate 
 Native Ad Series Headline Test: ! ! Goal: Find most effective headline for Native Ad Series.! ! Test guidelines: ! ! • • • 6) eZdia’s Native Ads Series: the future of digital advertising 2,000 impressions | 9.5% response rate • • 
 planned 7 versions of the headline ! delivered all to the same article! targeted same audience demographics ! ran same number of impressions! allocated qual budget for all 7) eZdia’s 6-Part Series: the future of native 2,000 impressions | 4% response rate Winning Title: Native Ads: Land of opportunity or risk? Native Advertising !24 @eZdia
  25. 25. Optimize & Re-Allocate campaign objective: paid conversions 90 day campaign: ! • no optimizations for first 30 days. Control cost by daily budget
 • Optimize into placements with strong response and low-mid cpc
 • Keep small number of impressions allocated for minimum & max cpc/ cpm placements. Good prospecting grounds Native Advertising !25 @eZdia
  26. 26. Optimize & Re-Allocate campaign objective: brand visibility 30 day campaign: 
 • ! Run campaign based on max impression exposure • Optimize after day 7. 
 • Optimize into placements with strongest response
 • Turn off campaigns as response drops below minimum response rate goal. Native Advertising !26 @eZdia
  27. 27. “The real fact of the matter is that nobody reads ads. People read what interests them. Sometimes it’s an ad.” – Howard Luck Gossage Native Advertising !27 @eZdia
  28. 28. Thanks for Attending! ! Get in touch anytime ! twitter.com/teammanda! ! www.eZdia.com! linked.com/ezdia! twitter.com/ezdia! ! Native Advertising !28 @eZdia

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