Defining and Mapping the Native
Rebecca Lieb, Industry Analyst
@lieblink | altimetergroup.com
November 16, 2013| #nativeadvertising
Defining Native Advertising
EVERYONE’S TALKING ABOUT
SO, WHAT IS IT?
Why Native Advertising?
• “Native advertising is a form of
converged media that combines
paid and owned media into a form of
commercial messaging that is fully
integrated into, and often unique to, a
specific delivery platform.”
• Altimeter Group, 2013
Why Native Advertising?
Skipped pre-roll ads
Eroding email engagement rates
Fragmented consumer attention
Increasing level of automation in programmatic
Downward price pressure on classic display
More clicks generated by Facebook
Page Post ads than traditional onsite
ads, at 45% less cost.
Source: Koetsier, Josh, “Facebook news feed ads generate 49 times more clicks at 45% less cost (study).”
VentureBeat. June 27, 2013.
Native Advertising: Pros
Native Advertising: Cons
Native Advertising: Critical Elements for Success
Disclosure, and Trust
1. Disclose that the placement is
commercial in nature.
2. Link to policies that govern such
3. Provide a channel for inquiry.
1. Put in place a foundational
content strategy prior to native
2. Document governance around
voice, tone, brand, edit, and
3. Subject native ad creative to the
approval of the content strategy
1. Encourage internal
2. Incentivize external
collaboration — this is the
3. Ensure teams are agile, able to
learn quickly, and apply what
they’ve learned to other
campaigns and channels.
Native advertising is an example of
It’s a combination of paid and
owned media. Factoring in ways to
share or otherwise amplify the
message can greatly contribute to
extending the campaign’s reach.
1. Create native advertising
executions that can be socially
2. Track the content that most
resonates in social channels.
3. Maintain libraries of content that
break down into discrete units of
text that can be deployed
quickly in a variety of formats.
1. Provide content strategy training
at the brand level.
2. Train sales teams in native
advertising offerings and
3. Train creative, account teams,
media buyers, and others in the
ecosystem on native tactics and
Ability to Scale
Native advertising campaigns are
usually “exclusive” and cannot be
Publisher-created content for
native executions is often
contractually limited to that
Many vendor solutions do scale
and travel, but at the expense of
being native in the strictest sense.
1. Develop Key Performance
Indicators (KPIs) for each native
2. Use caution with overly
publisher-centric metrics that
gauge campaign effectiveness.
3. Measure native advertising
effectiveness against a
converged media model.
We asked brands,
agencies and vendors
to rate the maturity of
the Converged Media
“Defining and Mapping
since Sept. 10, 2013
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