Native Advertising & Sponsored Content - A New Opportunity

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Search Influence VP of Sales/Marketing Kelly Benish spoke at Local Media Association (LMA) and BIA Kelsey’s Digital Agency Summit, on a session entitled, “Native Advertising/Sponsored Content – A New …

Search Influence VP of Sales/Marketing Kelly Benish spoke at Local Media Association (LMA) and BIA Kelsey’s Digital Agency Summit, on a session entitled, “Native Advertising/Sponsored Content – A New Revenue Opportunity.” Kelly highlighted the differences between advertorial, native ads and content marketing, as well as ways to implement native advertising into digital agencies’ product menu through sponsored blog posts, sponsored Facebook stories, infographics and white papers.

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  • Many are confused
  • With so many different names for similar strategies…it is confusing!
  • Advertorial“Sponsored content”Obviously paid forSalesyNative AdsCamo for contentActionable contentAdvertorial-esqueContent MarketingBuzzword for SEODrives TrafficBrand promotion
  • Just like the rumble seat in it’s hayday, native advertising is a new concept which makes something older new again.Promotes brand content that creates value for the userNot visually intrusive or annoyingBuilt into the user experienceReaders control what content they want to view, if the content appeals to them they will engageIf publishers follow the native advertising rules around integrated content it won’t hurt their user experienceConsumers are getting smarter, they loathe interruptionContent must create value that is relevant to the consumer
  • Traditional inventorycreated by publishers is driven by demand but they don’t have the bandwidth to produce content at scale. We suggest including calls to action on the page for better conversion and ROI data.No set guidelines or standards of performance or benchmarks for this ad category
  • This is an example of an informational article written and distributed for an SEO campaign.You can see here the last bit of the article contains links pointing back to the customer websiteGeneral, informational articles written on a topic related to our selected keywordsSubmitted to select sites which allow backlinks to the client’s siteSome sites syndicate articles furtherApproximately 500 wordsGeneral information about the industry“4 reasons to rent an apartment over buying a house.” These articles are not intended to be written in the client’s voice or be representative of their business directly. The articles are written on general information related to the industry and the client’s website is “cited” with a link. -Algorithm shifts have prompted us to focus on additional ways to build authority beyond links, and this is evident in our packages and the techniques behind our link building.-Each item focuses on quality over quantity, and the pacing of deliverables are intended to mimic a natural rate at which a business might perform each of these if pushing out content itself.These articles are 100% unique and pass through the same QA process as our on-site content pieces.
  • 2nd Tier Link BuildingSocial bookmarking is a method used to share, organize, and manage bookmarks of websites. - Social bookmarking sites (Digg, Delicious, StumbleUpon) allow you to bookmark favorites online, and shared with "friends." Social bookmarking helps to strengthen links contained in articles previously published, in addition to indexing the site.We social bookmark:Existing client referencesContent marketing articlesGoal: Build authority of existing links and help search engines with discovery of links/ content
  • Again, in this forecast, BIA/Kelsey estimates “native” social advertising. Native is defined as branded content integrated directly within a social network’s standard user experience (i.e., the Facebook newsfeed or Twitter stream), rather than positioned in reserved advertising real estate. Native social advertising, spurred primarily by Facebook’s Sponsored Stories and Twitter’s Promoted Tweets, will grow from $1.63 billion in the U.S. in 2012 to $4.57 billion in 2017. Native’s 22.9% CAGR tops the 18.6% CAGR for the overall U.S. social advertising market. Native social advertising growth will be driven by the higher premiums that these units command. In Facebook’s case, BIA/Kelsey projects that Sponsored Stories and other native ads will account for more than 50 percent of its ad revenues by 2014 and approach 60 percent by 2017.
  • In just 6 months, thisinfographic generated 127 leads with a CPL of $18.11 per as on June 2013.
  • The main purpose of this whitepaper was to present it at a roundtable event and then later published on the site. This hasn't gone live yet, but is great to have as an example. 
  • It’s such an obvious model but it’s dramatically underleveraged
  • Resellers are retailing anywhere from $2-$4k per (vertical specialization is different)We wholesale the content out from $150 wholesale and up depending on length and volume of content piecesReselling in bundles or “story units” of a la cartePricing models vary – some publishers are going as high as $100k for a 5-unit bundleSome publishers charge per word
  • It’s not only about impressions and visits its about connections, connecting the brand to the content to the consumer.You need a content team Effective Outsourcing54% of brands don’t have an in-house person dedicated to creating content – e-marketer
  • Publishers are at the pinnacle of a great opportunity with this new advertising model, if all publishers take a note from Tony Curtis they might take advantage of this timely opportunity to offer sponsored content.
  • Put in new pic of Will
  • Angie Scott: Founder / COOOver a decade in startup finance and business management Responsible for:Finance / OperationsNew Partner IntegrationLed accounting for premier purveyor of online models and digital assets to over 10 million in salesPaula Keller: Dir. Account ManagementSeasoned manager with extensive customer service exp.Accomplished local search marketing expertLeads a team of 12 in:Client servicesResults optimizationOnline Marketing strategyManages partner product development and relationshipsGraduate in Marketing from LSU (Geaux Tigers!) Steve Maloney: Content / Production ManagerWriter and former journalist for New Orleans City BusinessFormer content manager for SEM firm to New Orleans CVBLaunched and managed a leading content site for NOLA tourism: gonola.comManages 60+ contractors +15 in-house production staffOversees:creation, QA, deployment of ~10 thousand pieces of content each monthlocal citations, SEO KW Research, link-building, guest-blogging and more (thousands / month)Luke Ledet: Lead DeveloperFormer software developer to major New Orleans marketing and software company, with clients including Stryker, Phelps Memorial Hospital and hundreds of other healthcare providers.Manages a team of 12 internal and external developers, developing:Tools and systems for automation and workflow of internal resourcesClient facing implementations and reporting toolsContributor to multiple commercial and open source projectsThought leader in local software communityKelly Benish: VP of Sales and Marketing Background in finance, local search, social media, personal branding, online directories, and marketingSits on Board of Directors for Angel EdFeatured Columnist for Movers & Shakers in Street Fight MagazineAs the inaugural VP of Sales and Marketing, Kelly manages all sales and marketing & PR efforts for Search Influence, including:Product development and expansionDevelopment of strategic partnershipsRefinement of sales efforts & processes of the internal team

Transcript

  • 1. Native Advertising / Sponsored Content: A New Opportunity Area Kelly Benish, VP of Sales & Marketing, Search Influence @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 2. Who Am I? I work here. I volunteer here. I have a history in: I blog here. And here.
  • 3. Everybody’s Talking About it @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013 Image Source: http://www.dailymail.co.uk/femail/article-2027239/Lucy-Cavendishs-Gossip-Diary-Women-spend-5-hours-day-tittle-tattling-says-survey.html
  • 4. @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property Image Source: http://phillbarron.wordpress.com/2012/01/21/mystery-vs-confusion/ of Search Influence, LLC © 2013
  • 5. What are you Talking About? @LoKellSearch Presented to The LMA & BIA Kelsey Image Source: http://www.zazzle.co.uk/1950s+posters Confidential, Property of Search Influence, LLC © 2013
  • 6. Image Source: http://2.bp.blogspot.com/_Lf_OqPz8o90/SLsTWOrbYI/AAAAAAAAAeE/9IdynesEbVM/s1600-h/ilovelucy2.jpg
  • 7. Native Ads, Content Marketing, Advertorial… @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013 Image Source: http://ohyesohyes.blogg.se/2012/january/
  • 8. Advertorial Native Ads Content Marketing Sponsored Content Camo for content Buzzword for SEO Obviously paid for it Actionable Content Drives Traffic Sales-oriented Advertorial-esque Brand Promotion @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 9. Presented to The LMA & BIA Kelsey Image Source: http://www.allposters.com/-sp/Man-Reading-Newspaper-Posters_i8005549_.htm @LoKellSearch Confidential, Property of Search Influence, LLC © 2013
  • 10. Why do you Want to do it? • eMarketer’s estimated $2.55 billion from Native Ads in 2015. • 59% of media buyers say native ads are very important. – Solve Media • 70% of consumers prefer getting to know a company via articles rather than advertisements. - INMA Image Source: http://www.fotosearch.com/print/clt003/s7818/ @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 11. Native Advertising 101 • • • • • Promotes Content Choice Visually Integrated Denoted as paid Branded Image Source: http://www.abovetopsecret.com/forum/ @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 12. Why Native Ads? • Branding = conversion • Savvy customers – Don’t like display • Revenue-driving experience • Engage users with content • Leverage customer attention Image Source: http://www.otrcat.com/creepiestold-time-radio-show-collection-p-49481.html @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 13. Concerns • Scale • Timeliness • Oversaturation risk • Conversion • Guidelines • Tracking data Image Source: http://www.shadowlocked.com/201108052046/lists/top-10coolest-gangs-in-film.html @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 14. @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 15. @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 16. Social Bookmarking @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 17. Native Social Advertising & Promotion 20% Image Source: http://www.theguardian.com/local-government-network-serco-partner-zone/serco-partnerzone-innovation-shared-service @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 18. Get More Leads! Image Source: http://www.newsday.com/long-island/li-life/doris-lentini-s-photos-show-how-long-island-lived-1.2413195 @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 19. Viral Infographics Image Source: http://nowthinkagain.net/blog/office-politics-rule-3%E2%80%93-politics-does-not-exempt-you-from-making-acontribution/man-drinking-coffee/
  • 20. Quality Content Earns Leads. WHITEPAPERS @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 21. Hidden Advertising Opportunities. SPONSORED BLOG POSTS Presented to The LMA & BIA Kelsey Image Source: http://juneauempire.com/local/2013-09-16/life-preserved-letters-love @LoKellSearch Confidential, Property of Search Influence, LLC © 2013
  • 22. @LoKellSearch Presented to The LMA & BIA Kelsey Image Source: http://rokpool.com/category/tags/dance-this-mess-around Confidential, Property of Search Influence, LLC © 2013
  • 23. How Should I Package Native Advertising? @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 24. Image Source: http://www.standupexecutive.com/?attachment_id=4789 @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 25. The Anatomy of Native Advertising @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 26. Guidelines to Native Advertising • It’s not only about impressions and visits – Connecting the brand to the content – Connecting the content to the consumer • You need a content team – (A skilled content team) – (That can scale) • 54% of brands don’t have an in-house person dedicated to creating content – e-marketer @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 27. @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 28. Not All Updates Are Equal @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 29. Facebook Ad Effectiveness @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 30. Image Souhttp://jake-weird.blogspot.com/2011/01/happy-birthday-stephen-bogart_06.htmlrce: @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 31. @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 32. Scalable Solutions Powered by Experts SEARCH INFLUENCE @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 33. About Search Influence White label online solutions provider. We have a huge, talented team. We are located in a fun city. Tons of expertise. And honors. We’re growing. (exponentially) @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 34. Image Source: http://www.javelinexperiential.com/experiential-marketing/be-an-event-marketing-sensation-without-jumping-theshark @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 35. As Seen In: @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 36. About Will Scott, CEO • First website online in 1994 • Deployed over 2,500 customized web sites in 18 months (with a production staff of only 12). • Former Vice President of YPsolutions (acquired by Local Matters) • Online directory vendor to 20 independent Yellow Pages • Deployed over 300 online yellow pages / year with print “look and feel” • Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 months • Uniquely qualified to help media companies’ online products @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 37. Search Influence Leadership Team Angie Scott Founder / COO Jeremy Brown Operations Manager @LoKellSearch Kelly Benish VP Sales & Marketing Steve Maloney Content / Production Manager Luke Ledet Lead Developer Paula Keller Director of Account Management Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 38. @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 39. Existing Partners @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 40. Thank you! Kelly Benish • • • • searchinfluence.com/blog Kbenish@searchinfluence.com twitter.com/LoKellSearch www.Linkedin.com/KellyBenish @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013