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Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
Importance of Content Strategy in Native Advertising
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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 …

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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  • 1. Native Advertising A breeding ground for commitment and sharing Amanda Frazier Sr Marketing Manager Native Advertising !1 @eZdia
  • 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. 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. 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. “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. 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. Benefits for Advertisers • Reach a targeted audience • Amplify content • Drive revenue through new customers, conversions, and actions. Native Advertising !7 @eZdia
  • 8. Benefits for Publishers • Create new revenue opportunities • Promote engaging content • Increase time-on-site through pages/visit Native Advertising !8 @eZdia
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. “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. 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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