Native Advertising 101 & Planning Framework

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Overview of native advertising 101. My POV on a hot topic. …

Overview of native advertising 101. My POV on a hot topic.
Includes:
- What is native advertising
- Trends & insights
- Case examples
- Planning framework

It was easier to write a deck than a blog post.
Enjoy!

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  • “If you provide more meaningful engagement in context to what people are already reading/listening to, it’s easier to drive people through the front door.”Exists within a media outlet’s news feed Buzzfeed, The Atlantic, as well as spocial platforms like Facebook, Twitter, Foursquare, StumbleUpon, or Tumblr
  • Native ads allow publishers to sell a unique product at a premium price.  This is exactly the opposite of the dominant advertising product – the display ad.  Technology firms and ad exchanges have decimated the value of display ads and are directly impacting the financials of some of the largest publishers in the world.
  • On the Web, Pandora runs banners. According to Krawczyk, banners “are not inconsequential, even though around a quarter of our listenership is on the Internet.” He added that it’s an effective program to create a custom skin for the player and use that as another mechanism to drive listenership.The company has 200 million registered users and more than 70 million active users. It recently crossed the 2 million subscriber mark. Pandora costs $36 per year for a subscription. On mobile, a user can listen to the first 40 hours each month for free then pay 99 cents. According to Krawczyk, this impacts less than 4 percent of its listeners. Ads are inserted into the listening stream every four to six songs. The vast majority of Pandora revenue comes through advertising.Pandora sells both national and local ads. Local buys tend to be more for local services, like car dealerships. The company, which wouldn’t say how many are on the sales team, said that it now has sellers in remote offices around the country.Pandora has both brand performance and response advertisers. It also does traditional broadcast radio sales where a buyer can buy on a cost per point in standard DMAs. It also sells on a CPM basis for its audio, video and display products for the Web and mobile. Krawczyk also said that some customers who buy display also work on a CPC or CPA basis.
  • “If you provide more meaningful engagement in context to what people are already reading/listening to, it’s easier to drive people through the front door.”Exists within a media outlet’s news feed Buzzfeed, The Atlantic, as well as spocial platforms like Facebook, Twitter, Foursquare, StumbleUpon, or Tumblr

Transcript

  • 1. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 2222 WHAT IS NATIVE ADVERTSING TRENDS & INSIGHTS CASE STUDIES PLANNING FRAMEWORK 1 2 3 4
  • 2. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 3333 WHAT IS NATIVE ADVERTSING TRENDS & INSIGHTS CASE STUDIES PLANNING FRAMEWORK 1 2 3 4
  • 3. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 4444 Paid content marketing placed in context of an existing user’s experience that is relevant, likeable and sharable
  • 4. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 5555 Traditional model of paid, owned and earned
  • 5. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 6666 Paid (native) advertising accelerates earned NATIVE
  • 6. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 7777 Evolution of native advertising  Emphasis on being discoverable within the user experience.  Consumers will only flock to and share stories that feature content they love.  Solves mobile scale issue Targeted, bought and broadcasted Targeted with large social component Relevant Sharable  Brands are trying to figure out ways to get around such ad-avoiding behavior as "banner blindness," skipped pre-roll ads, and highly fragmented media  Limited screen real estate on mobile Contextual Interruptive Likeable
  • 7. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 8888 Types of Native ads Paid Content: Native Advertising 101: Understanding the Continuum http://bit.ly/15PYXqD The Tourist 1 step up from a banner ad- clearly identify as sponsored Vertical in nature Multi-media rich content Social functionality The Resident Integrated right into page content Placed between paragraphs or at end of page Include local and 3rd party content Outbrain- great example The Citizen Core part of content Extension of the browsing experience The Truly Native Clearly identified as sponsored Same functionality & look as site content Facebook sponsored stories- example According to Paid Content “there is a ‘native continuum’ — the gradient that exists between a classic banner ad and a fully native one.”
  • 8. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 9999 The Tourist FastCompany Co.EXIST: Cisco sponsorship
  • 9. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 10101010 The Resident Paid Content: Native Advertising 101: Understanding the Continuum http://bit.ly/15PYXqD Forbes: thumbnail images CNN: text links
  • 10. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 11111111 The Citizen Paid Content: Native Advertising 101: Understanding the Continuum http://bit.ly/15PYXqD Mashable: Gap sponsorship
  • 11. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 12121212 The Truly Native Paid Content: Native Advertising 101: Understanding the Continuum http://bit.ly/15PYXqD Facebook: WeFunder Sponsored Story
  • 12. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 13131313 Native Advertising Social platforms: new advertising products Brands: new opportunities for attention, engagement, and message syndication Agencies: new creative and media opportunities Technology: new solutions facilitate and scale creative and delivery Publishers: new forms of premium inventory Multi faceted
  • 13. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 14141414 WHAT IS NATIVE ADVERTSING TRENDS & INSIGHTS CASE STUDIES PLANNING FRAMEWORK 1 2 3 4
  • 14. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 15151515 Higher awareness Sharethrough Native Advertising Effectiveness Study http://bit.ly/16spIBa 53% Brand lift & purchase intent18% Would share content32% …….Over display Give me something interesting, not interruptive.
  • 15. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 16161616 Native adverting forecasted growth All Eyes on Native Advertising; eMarketer 2013 http://bit.ly/16srP7O $4.57B 2017 $1.63B 2012
  • 16. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 17171717 73% Publishers offering native advertising* eMarketer http://bit.ly/16srlPf *See Appendix An advertiser will be drawn to the New Yorker for different reasons than BuzzFeed. Brands should get involved with native advertising as long as they retain their quality.
  • 17. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 18181818 WHAT IS NATIVE ADVERTSING TRENDS & INSIGHTS CASE STUDIES PLANNING FRAMEWORK 1 2 3 4
  • 18. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 19191919 BuzzFeed & Behr Paint (imagery/lists) Publisher: Buzfeed Advertiser: Behr Paint Type of content: Imagery and lists Title: The Most Colorful Cities in the World Challenge: Words can’t quite capture a mood, an emotion or inspire the way colors can. Solution: BuzzFeed and Behr partnered to create exciting and colorful strategies that combined natural beauty with paint. From matching photos of parakeets, oceans and daffodils with Behr’s colors, to creating a composite of Internet memes Results:  Each feature encouraged viewers to share their “finds” via social media.  Users could also download the Behr ColorSmart mobile app to preview over 2K colors to find the perfect paint color for home projects. http://www.buzzfeed.com/behr/the-24-most-colorful-cities-in-the-world Behr site: http://bit.ly/1emnrw5
  • 19. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 20202020 Pandora & Gatorade (music) Publisher: Pandora Advertiser: Gatorade Type of content: Music playlists Title: Gseries: Train harder. Train Smarter. Challenge: Help promote its G-series line of drinks to core audience of millennials Solution: Pandora has more than 79% traction in mobile and 100 branded stations where advertisers attach their brand to songs that fit a particular theme. Pandora worked with Gatorade to create three workout stations — warmup, workout, cool down — all associated with the sports drink’s G series. Results: (two month campaign)  Over 485,000+ station adds  519,000+ total listening hours (the target audience, teens, wound up, on average, listening to over an hour)  ~96% of adds and listens were done on a mobile device.
  • 20. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 21212121 Facebook & Gatorade (social) Publisher: Facebook Advertiser: Gatorade Type of content: Sponsored Stories Title: Gseries: Train harder. Train Smarter Challenge: Gatorade was shut out of the 2012 Olympics. Help promote its G-series campaign #WinFromWithin Solution: Partner with Facebook who holds +500B active users, 75% of Gatorade’s target audience of millenials in their fanbase. Create sponsored stories for #WinFromWithin to entice users to create a custom bottle label with their own Facebook photo and share amongst their friends & what motivates them tagged #WinFromWithin Results: · 11 million social impressions · 1,400 photo submissions · 15,000 uses of #WinFromWithin · 38,000 interactions within brand channels · 81,365 new Facebook fans ·https://creativeworkbench.com/winfromwithin
  • 21. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 22222222 The Atlantic & Pixar (video) Publisher: The Atlantic Advertiser: Sony Type of content: Article and Video Title: How Pixar Unlocks Imagination with Technology Challenge: Sony wanted to gain awareness of Pixar’s creative approach to animation and give readers information about Pixar in an interesting and entertaining manner. Solution: There’s a 45-second Sony TV pre-roll ad in front of a four-minute video about technology in animation, corresponding with the article. In this piece, readers get a behind-the-scenes post about how Pixar staff uses new technology that makes them more efficient and allows them to tap into more creative aspects of digital animation filmmaking. Results: +50,000+ brand interactions http://bcove.me/3mcm81rr
  • 22. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 23232323 WHAT IS NATIVE ADVERTSING TRENDS & INSIGHTS CASE STUDIES PLANNING FRAMEWORK 1 2 3 4
  • 23. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 24242424 Strategic framework: considerations for crafting a native advertising campaign*
  • 24. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 25252525 *Native advertising is only 1 tactic within a much larger media plan. Who loves spreadsheets?
  • 25. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 26262626 Native Media: Expected outcomes Relevant context/content Awareness/Expl oration/Purchas e Intent Conversion Extended Brand Engagement Social Sharing, advocacy, increased digital footprint SEARCH/DISPLAY NATIVE
  • 26. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 27272727 Native advertising playbook WHAT messages/assets are part of content strategy WHO are you targeting? WHERE will you buy/ place this discoverable content? HOW will you measure it?
  • 27. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 28282828 (WHAT) WHAT messages/assets are part of content strategy WHO are you targeting? WHERE will you place this discoverable content? HOW will you measure it? • What’s the content? • Existing assets– can you repurpose? • (video, imagery, messaging) • New assets: • (new brainstormed idead?) • Assets drive where- landing page? • Call to action?
  • 28. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 29292929 (WHO) WHAT messages are part of your content strategy WHO are you targeting? WHERE will you place this discoverable content? HOW will you measure it? • Customer persona • Demographics
  • 29. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 30303030 (WHERE) WHAT messages are part of your content strategy WHO are you targeting? WHERE will you place/buy this discoverable content? HOW will you measure it? • Criteria for publisher/editorial selection: • Effectively tells brand story through content • Aligns with publication’s voice, POV and demographics • Maintains integrity of publisher/editorial relationship • Full transparency & disclosure of commercial relationship • Recommended Publishers: • (TBD based on customer persona, behaviors & attitudes) • Timing/length of campaign
  • 30. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 31313131 (HOW) WHAT messages are part of your content strategy WHO are you targeting? WHERE will you place this discoverable content? HOW will you measure it? • CPM/Impressions/conversions • Content & Social Engagement* • Involvement • Interaction • Intimacy • Influence • Brand lift *see engagement slide for in depth metrics
  • 31. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 32323232 • Presence of a user • Measured by e.g. vanity metrics: number of visitors, time spent, click path etc Involvement • Action of a user • Measured by e.g. (CTR, online transaction, uploaded photos or videos, purchase, transaction) Interaction • Affection or aversion of a user (emotion) • Measured by e.g. qualitative data on rating, sentiment reviews (in blogs, comments, surveys, questionnaires) Intimacy • Propensity to share via word of mouth • Measured by e.g. Net Promoter Score, social mention, RT, Facebook share forwarded content and conversions where applicable Influence Partially adapted from Forester 2010- 2012 Engagement measurement (top line)
  • 32. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 33333333
  • 33. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 34343434 I believe in sharing what we learn with others and hope you found this insightful. Questions? Tweet @jaeselle
  • 34. Connect with us for digital success. Jaeselle Consulting New York, NY E: jess@jaeselle.com T: @jaeselle W: Jaeselle.com 732-547-1306 I am a former SVP, Digital Strategy & Planning at Havas. I live at the intersection of thinking and doing within marketing, innovation, technology, culture, people and their behaviors & experiences. You can find out more about me here: http://jaeselle.com/aboutme/ Jess Seilheimer
  • 35. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle APPENDIX
  • 36. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 37373737 References  Altimeter Group: New Research: “Defining and Mapping the Native Advertising Landscape” (July 2013) http://bit.ly/169qfob  ShareThrough report: INFOGRAPHIC: Native Advertising Effectiveness Study by IPG Media Lab and Sharethrough (9/13) http://bit.ly/16spIBa  eMarketer: All eyes on Native Advertising, eMarketer (2013) http://bit.ly/16srP7O  eMarketer: Publishers charging an average $4.58 CPM for sponsored stories. http://bit.ly/16sqw97  Paid Content: Native Advertising 101: Understanding the Continuum http://bit.ly/15PYXqD  Buzzfeed: Peretti recently released some very impressive stats along with projections for 2013. According to Buzzfeed is expecting to sell 600 – 700 native advertising campaigns in 2013, and to complement that number, learned that Buzzfeed’s 2013 revenue projection was increased from $40mm to $60mm. http://dthin.gs/16sppGp  By that measure, Buzzfeed is now larger than the Huffington Post was in 2011. According to internal metrics, Buzzfeed accomplished this impressive success while tripling unique visitors to an astounding 85mm unique in August 2013 http://linkd.in/16splX4  Based on averages from the publicly released numbers, Buzzfeed is charging approximately $92,300 per native ad campaign.
  • 37. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 38383838
  • 38. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 39393939
  • 39. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 40404040
  • 40. Native Advertising 101 and Planning Framework | Jess Seilheimer | @jaeselle 41414141