Native Advertising Need-To-Knows

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  • 1. Buzzfeed & Obama: Native Advertising Need-To-Knows Sarah Eva Monroe Senior Creative Director, mStoner Senior Advertising Strategist, OFA ’12Monday, April 15, 13
  • 2. ☛ Advertising on the Internet Advertising supplies online publishers with revenue so they can pay their staff. Milestones: 1994: AT&T created the first banner ad (44% CTR) 2013: Banner advertising is a $13 billion business (0.2% CTR)Monday, April 15, 13
  • 3. ☛ What’s wrong with banner ads? We Ignore Them Did this section of the page draw your eye? That’s because we’ve become very skilled at disregarding advertising and honing in on “real” content.Monday, April 15, 13
  • 4. ☛ What do viewers look at? Four ways to attract web viewers’ eyes Plain text Faces Cleavage and other "private" body parts Making the ad look like non-advertising content SOURCE: NIELSEN NORMAN GROUP HTTP://WWW.NNGROUP.COM/ARTICLES/BANNER-BLINDNESS-OLD-AND-NEW-FINDINGS/Monday, April 15, 13
  • 5. ☛ Native advertising,defined Advertising content that lives in the editorial well, not the advertising well of a site “ON YOUTUBE A Hallmarks: NATIVE AD FORMAT IS A PROMOTED VIDEO, Consistent with the editorial voice of the publication AND ON TWITTER THE Entertaining, with a soft sell call to action, if any NATIVE CONTENT UNIT Presented as in a format meant to mimic content IS A PROMOTED TWEET.” Not interruptive. Users choose to interact. SHARETHROUGH Translation: Ads you’d like to read/see/hear CO-FOUNDER AND CEO DAN GREENBERGMonday, April 15, 13
  • 6. What’s wrong with the advertising ☛ well? Interruptions break the narrative Interruptions cause lingering tension and upset well-being POINT “When their thoughts were interrupted ... it took [participants] 15 to 20 minutes to get back into the mental swing-of-things.” COUNTERPOINT “Commercials make TV programs more enjoyable to watch. Even bad commercials,” HTTP://WWW.PSYCHOLOGYTODAY.COM/BLOG/PEOPLE-PLACES-AND-THINGS/201301/EVERY-LITTLE-INTERRUPTION-COUNTS HTTP://WWW.NYTIMES.COM/2009/03/03/HEALTH/03MIND.HTML?_R=0Monday, April 15, 13
  • 7. AD SPACE ON THE NEW YORK TIMES COMPLETELY SEPARATEMonday, April 15, 13
  • 8. AD SPACE ON BUZZFEED INTEGRATEDMonday, April 15, 13
  • 9. ☛ Which one is native advertising?Monday, April 15, 13
  • 10. ☛ Does native advertising work? Yep. What works: Ads that fulfill the promise of being content that you’d actually like to watch and share. SOURCE: NIELSEN CASE STUDY: “COMPARING RESONANCE FOR NATIVE AND PRE-ROLL VIDEO ADS WITH REAL-TIME METRICS”, MARCH 13, 2013Monday, April 15, 13
  • 11. ☛ Does native advertising work? Yep.Monday, April 15, 13
  • 12. ☛ Native advertising is everywhere Buzzfeed Featured Partner Posts Facebook Sponsored Stories Twitter Promoted Tweets Promoted Videos on YouTube Branded playlists on Spotify Sponsored check-ins on Foursquare and...Google AdWords.Monday, April 15, 13
  • 13. ☛ Attitudes toward native advertising Consumers Entertained, Oblivious, Confused, Betrayed Publishers Compensated, Resigned, Conflicted Advertisers Successful, Creative, On-trend, Forward-thinking. Journalists...? Entertained, Oblivious, Confused, Betrayed, Sad.Monday, April 15, 13
  • 14. Where does advertising stop and ☛ editorial begin?Monday, April 15, 13
  • 15. What does this mean for content ☛ creators? 1.Native is not new: Advertorials and infomercials are the earliest forms of online native advertising. 2.Fewer disruptive ads creates a more positive experience for the user 3.If users aren’t “disrupted” by an ad, that means they may not recognize that it’s not editorial coverage. 4.It’s everywhere and it works.Monday, April 15, 13
  • 16. What do YOU think this means ☛ for content creators? ?Monday, April 15, 13
  • 17. THANK YOU! Buzzfeed & Obama: Native Advertising Need-To-Knows Sarah Eva Monroe Senior Creative Director, mStoner Senior Advertising Strategist, OFA ’12Monday, April 15, 13