Natiivimainonta 101 esitys asiakkailleni, syyskuu 2014

1. NATIVE
ADVERTISING
LANDSCAPE
SEPTEMBER 2014
Antti Leino
@anttileino

3. “the less an advertisement looks
like an advertisement, and the
more it looks like editorial, the
more readers stop, look and read”
David Ogilvy
1956

4. THERE ARE THREE FACTORS DRIVING THE INTEREST TOWARDS
NATIVE ADVERTISING AND GROWTH OF NATIVE AD SPENDING
1
2
3
BANNER BLINDNESS
We are spammed with interruptive messages
every day. More effective way of display
advertising is needed
MOBILE USAGE
High penetration of devices, uncluttered
environment and ads in content feed
MARKETS
Digital display market is changing: growing
number of network vendors and declining CPMs
because of ad exchanges
Native advertising is naturally
visible and catches the attention
14% of internet users remember the last ad
they saw. 8% recall the company or product
promoted
SOURCE: BANNERBLINDNESS.ORG 04/2013

5. THREE PARAMETERS TO DEFINE ADVERTISING
UNDER TERM NATIVE ADVERTISING
IT´S PAID ADVERTISING
Differentiates native
advertising from PR and
Content marketing
IN EDITORIAL FORMAT
Visual look of native ads
match the environment
ads are sown
MEETS AUDIENCE
EXPECTATIONS
Native ads match
contextually the
environment they are
presented

6. BASED ON OUR DEFINITION THERE HAS BEEN NATIVE
ADVERTISING CHANNELS MORE THAN WE THINK
PRODUCT
PLACEMENT
PRINT
ADVERTORIALS
IN-GAME
ADVERTISING
Native advertising is an old concept but there is a new hype.

7. THERE ARE MORE ADVERTORIALS. IF YOU
REMOVE THE BRAND, IT LOOKS LIKE A
PUBLICATION
David Ogilvy´s “Guinness Guide to Oysters
Source: http://www.copyblogger.com/examples-of-native-ads/
IBM on The Atlantic -publication Evli Bank on Taloussanomat.fi

8. MORE NATIVE ADVERTISING SOLUTIONS:
SPONSORED AND BRANDED CONTENT
Sponsored content: SAP on Forbes.com
Branded content: Dell on NY Times
Sponsored content is what publisher creates paid
by the marketer Branded content where the brand creates the content
for the publisher

9. BY DEFINITION FACEBOOK AND TWITTER FAILS
THE DEFINITION OF NATIVE ADVERTISING
NEITHER ARE PUBLISHERS.
SAME GOES WITH GOOGLE
ADWORDS. IT´S ALL USER
GENERATED CONTENT, NOT
EDITORIAL. BRANDS PAY TO
GET A PLACE IN MEDIA
IT´S ADVERTISING
ON THE OTHER HAND.
SPONSORED POSTS, SEARCH
ANDS PROMOTED TWEETS
APPREAR IN-FEED OR
LISTINGS AND PROMOTED
CONTENT COULD BE SEEN AS
ADVERTORIALS
NATIVE ADVERTISING

10. 1 IN-FEED
ADVERTISING
2 IN READ
ADS
3 RECOMMENDATION
LINKS
4 CUSTOM
CONTENT
IDENTIEFIED FOUR TYPES OF
MODERN NATIVE ADVERTISING

11. 1 IN-FEED ADVERTISING
Sponsored posts on Facebook. Promoted tweets on Twitter

12. 2 IN READ ADS
Google AdWords. Bing. Yahoo.

13. 3 RECOMMENDATION LINKS
We have all seen these recommend content from “Around the Web”
All these links do is push users to content on other publishing sites, with a
few commercial mixed in. There are networks to run these ads CPC-based

14. 4 CUSTOM CONTENT

15. NATIVE ADVERTISING HELPS BRANDS TO CHANGE THE WAY THEY
COMMUNICATE WITH AUDIENCE
FROM INTERRUPTING
We don’t have to be loudest or
funniest any more to get
noticed
TO BE MOST ENGAGING
High awareness
Incresed brand lift & purchase intent

16. SUCCESSFUL NATIVE ADVERTISING
REQUIRES CONTENT STRATEGY
Content portability
Earned media component
Reach the right target audience
Transparency
Good relationship with publishers
Value: useful and relevant information
Measurable KPIs
Content strategy = common message, tone,
voice, editorial & copy guidelines

17. WAIT. THERE IS MORE. WHAT IS THE
DIFFERENCE BETWEEN NATIVE ADVERTISING
AND CONTENT MARKETING?
SIMPLE.
NATIVE ADVERTISING IS
ALWAYS PAID MEDIA, PAID
CONTENT. IT`S MEANING IS
TO DRIVE ONLINE USERS
TOWARDS BRAND`S OWN
MEDIA.
GREAT CONTENT MARKETER
IS A PUBLISHER. THINK RED
BULL OR GE.
CONTENT MARKETING IS TO
INFORM, EDUCATE AND/OR
ENTERTAIN ANY ONLINE USR
WHO VISITS BRAND´S OWN
DIGITAL DESTINATION
“GREAT NATIVE ADS
ARE CONTENT THAT
CAPTURES IT´S
AUDIENCE BUT
ULTIMATELY THERE
IS MEASURABLE
GOAL TO ACHIEVE”

18. THANKS
antti.leino@gmail.com
@anttileino