Native Advertising - will the newspaper industry adapt or die? For DIG Festival
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Native Advertising - will the newspaper industry adapt or die? For DIG Festival



Rebecca Caroe's talk to the Australian tech conference DIG (Design, Interactive and Green-Tech) Oct 2013. ...

Rebecca Caroe's talk to the Australian tech conference DIG (Design, Interactive and Green-Tech) Oct 2013.

Summary of what native advertising is, how it's affecting brand marketers and newspapers. Who's making it work successfully and challenges for early adopters.



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  • When it started2012 was the first yearWhat it’s notFake reviewsProduct shotsSpecial offer prices
  • Flips from interruption to enabling attention through compelling contentFormats for Native advertisingVideosImagesArticlesMusicNewspaper articlesPromoted TweetsPromoted Facebook postsLive stream conference Linked In promoted articles
  • Twitter
  • Readers want sharable content – 75% of BuzzFeed’s readers come with the intention of finding something to shareReaders are happy to consume interesting articlesIn the past 7 years we’ve learned to share sociallyWho’s been on a social media site today and shared or re-shared or commented on something?Editorial journalism and native content writers have the same mindset
  • Upworthy media companies, when they’re trying to decide about the quality of their content, they hire an editor they really trust to make a judgment. Here, it’s like, ‘Let’s build a tool.’ It just shows our very different mindset of building a virality machine here.Peter Koechley, co founder of Upworthy quoted by Jeff Bercovici in ForbesAt best, things online are usually either awesome or meaningful, but everything on has a little of both. Sensational and substantial. Entertaining and enlightening. Shocking and significant.
  • BuzzFeed
  • MashableBrandSpeak labeling is a program that gives voice to Mashable advertisers' best content.
  • Linked In
  • Todd Handy, vice-president of digital business development and advertising products at Deseret Digital Media, said there are four ways to measure native advertising success:Story impressions: The number of times the story has been viewed online or in social mediaStory reads: The number of people who have read the storyDisplay ad impressionsTime spent on the story (i.e. engagement)Yahoo has introduced In-Stream native ads across its platform in the US and is already seeing higher CTRs as a result, according to Jones.“In-Stream ads drive 7 times higher CTRs than regular display ads, are biddable and better targeted."
  • Issue of human creation versus machine purchased adsThe future of programmatically purchased ad space online is that there’s an end point of speed to purchase that can’t improveBut human created content innovates and can have an edgeSlate of us as your creative publishing partner. Working with the industry's best wordsmiths, moving-picture makers, story ideators, and social media wizards, we create engaging, branded content—from articles and events to custom applications and video — that connects with digital influencers.People don’t want to be sold to.They want to be shared with.They don’t want to be influenced, they want to be informed and entertained.
At Digiday Content Studio, we can help your business and brand find a voice that connects with your customers. As trained journalists, editors and strategists, we know what stories resonate with people and how to tell them effectively.
We use editorial, audio, video and more to tell your story across media and in a way that meets Digiday’s high editorial standards. Atlantic's Integrated Marketing team delivers sponsor experiences that connect your brand with what our brand does best. This native approach places our partners at the center of smart content and experiences that appeal to our user community.

Native Advertising - will the newspaper industry adapt or die? For DIG Festival Native Advertising - will the newspaper industry adapt or die? For DIG Festival Presentation Transcript

  • Native Advertising Will the Newspaper Industry Adapt or Die?
  • Native advertising is a web advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience
  • Paid Owned Earned
  • Trends to latch onto
  • Labeling
  • HuffPo labeling
  • BuzzFeed labeling
  • Mashable labeling
  • Linked In Labeling
  • McDonalds Amplification
  • Success measures
  • Church versus State
  • Native advertising Will the newspaper industry adapt or die?
  • Embrace change. “The media industry is bifurcated into two distinct worlds: the struggling traditional segment that longs for a simpler, more profitable past that will never return; and the vibrant, entrepreneurial segment that is reinventing the industry before our eyes. The simple act of choosing to live on the new, wide-open frontier is a powerful step toward success.”
  • @rebeccacaroe
  • Sources How Justin Smith fixed the Atlantic smith-remakes-media-companies-and-why-the-atlantic-will-be-fine-without-him/ Netflix versus newspapers versus-netflix-adventures-in-the-attention-economy/ Native advertising is the opposite of porn Yahoo’s native advertising and-display-never-says-yahoo-head-search#DhtBr1FkoXuH3B5M.99 A primer on Native Advertising Edelman Report – Sponsored content an ethical framework
  • Sources…2 The Atlantic apologises over Scientology mis- labeling apologizes-for-scientology-ad/?_r=0 Mashable Native advertising is the opposite of porn Digiday How top publishers handle sponsored content Justin Smith’s welcome email to staff at Bloomberg Media Creative Agency Secrets blog posts on Native Advertising
  • Newspapers for sale Jeff Bezos… Orange County Register – new owner Aaron Kusher In 2012 he tried to buy the Boston Globe “The real question, he adds, is, "How do we grow our way to prosperity?" The answer: Give Orange County more. While it's early in the game, Kushner says there are signs the strategy is paying off. "We're starting to see as we give the community more, they are engaging more with us and spending more money with us," he says. Both circulation and ad revenue are up”: m/story/money/business/2013/02/11/orange-county-register-hiring/1897035/ Charging for digital content, long considered anathema, has given many news outlets an important new revenue stream. Legendary investor Warren Buffett, who as recently as 2009 said he wouldn't buy newspapers "at any price," has started scooping them up. Last week, he added the Greensboro News & Record in North Carolina to his stable.
  • Labeling How to show what type of content you are producing The Atlantic Labeling for Scientology article , Kimberly Lau (VP & Digital Manager “Lau corrected her, saying, "No, if it's done well, they don't care." David Miscavige Leads Scientology to Milestone Year" on its site in January. Commissioned by the Church of Scientology, the article was labeled as advertising Huffpo has a tag HuffPost Partner Studio is a team of talented writers, editors, designers and strategists dedicated to helping our partners create quality branded content on The Huffington Post. The staff at HuffPost Partner Studio work directly with brands to ensure that custom content reflects the brands’ goals while also maintaining the standards and voice that HuffPost readers know and love. Through a guided process that relies heavily on analytics and experience, HuffPost Partner Studio helps brands to craft shareable content that resonates with HuffPost readers, increases brand visibility and drives the social conversation.