Native Advertising: Latest Ad Fad, or the Future of Publishing?

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Native advertising is one of online publishing's favorite products this year - it's been billed as more effective than traditional online advertising because it deliberately matches the user …

Native advertising is one of online publishing's favorite products this year - it's been billed as more effective than traditional online advertising because it deliberately matches the user experience into which it's placed, whereas traditional ads that "pop" out of the content are often easily tuned out. Do the results bear that out?



From sponsored tweets and promoted stories to the more subtle sponsored posts of BuzzFeed and now even the Washington Post, native ads are designed to fit the form and function of a publisher's page so that they are less interruptive. How effective are they? And if they truly are a publisher's best monetization tool, how can you package and sell a valuable native advertising product?

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  • The way we go about our lead generation campaigns is we base them on a Unified strategy- we determine the goals of the client and these can be refined once we discuss a little more but then we also factor in the purpose of the potential leads who are seeking information. People are coming to Social Media Today to get information and make their business better. They are looking for a solution. Jive can be that solutionWe can guarantee the Social Media Today leads are better qualified because of the quality of the content, and the unique vision that understands what business you are in and what you are trying to achieve. We are not trying to simply deliver leads, we are trying to cultivate relationships and connect you to real customers.
  • http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
  • We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)
  • Channels per household: http://videomind.ooyala.com/blog/forget-bundle-consumers-have-appetite-choice13135
  • Example of typical cover slide.
  • DoesMondelez have a content strategy/path/focus?
  • Lots of ways to tell stories and engage the reader
  • 3 steps to a successful branded content program
  • We leverage our social graph to amplify content.
  • Branded Content works for pretty much every industry – CE, apparel, finance, education, pet, software, auto, hospitality, home. Every brand has a story to tell.
  • http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
  • We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)

Transcript

  • 1. Native Advertising: Latest Ad Fad, or the Future of Publishing? #SMTLive
  • 2. Join the Conversation… 157,345 #SMTLive
  • 3. Our Speakers Dan Greenberg is the founder and CEO of Sharethrough, an SF-based software company that powers in-feed, native ads for premium publishers like Time Inc, Hearst, People and brand marketers like Pepsi and P&G. Named to the 2012 Forbes "30 under 30" list and a regular contributor to TechCrunch & AdAge, Dan comes from a research background at Stanford in persuasive technology. @dgreenberg Jack Krawczyk is the Director of Product Management at Pandora, where he is focused on leading the product technology team that is responsible for delivering advertising solutions. Prior to joining Pandora, Jack was the Head of Monetization at StumbleUpon, where he was responsible for the product management of advertising and partnership solutions. @JackK Tessa Gould is The Huffington Post Media Group's Director of Native Ad Product, managing all aspects of The HuffPost's native offering, including product strategy & development, as well as the in-house brand creativeagency she pioneered, HuffPost Partner Studio, which is a team of talented writers, editors, designers and strategists dedicated to helping brands create quality branded content on The Huffington Post. @TessaG_Tweets Lauren Drell is the Branded Content Editor at Mashable, where she manages advertiser-supported content campaigns and writes and edits custom content. Lauren holds a B.A. from the University of Pennsylvania and an M.S.J. from Northwestern University’s Medill School of Journalism. @drelly Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. @PaulDunay #SMTLive
  • 4. The Story Behind Native Advertising Jack Krawczyk @jackk November 14, 2013
  • 5. Native Advertising: Paying for the right to become part of the primary user experience. 11
  • 6. Reach of #1 TV Show in US vs Total # of TV Stations 1400 30 1200 25 1000 20 800 15 600 10 400 5 200 0 0 % reach Source: Nielsen, TVB # of commercial TV stations # of commercial TV stations 1600 35 % reach 40
  • 7. Audience fragmentation Audience leaves content producers earning less… Content Producer Studio Network …and brands paying Brand more to reach their target audience.
  • 8. 14
  • 9. Pandora Twitter Facebook Pinterest YouTube Publishers -> Audio [stations] -> Tweets -> Posts -> Pins -> Videos [channels] -> Articles
  • 10. NATIVE ADVERTISING SOCIALMEDIA TODAY WEBINAR
  • 11. FOOD FOR THOUGHT: RAISING AWARENESS ABOUT FOOD IN THE 3 WEEKS SINCE LAUNCH…. 2.6M PAGE VIEWS 540K UNIQUE VISITORS 1.1M SOCIAL ACTIONS 43% INTERACTION RATE 21
  • 12. IT’S TIME FOR A NEW CONVERSATION ABOUT FOOD “…this isn't about Chipotle vs. McDonald's. Instead, it's an indication that people are more aware than ever of the impact that food has on people, animals and the environment…. sharing Chipotle's vision and making people curious goes only so far. The next step is feeding that curiosity with information” Mark Crumpacker, Chipotle CMO 7.8K PAGE VIEWS 4.1K SOCIAL ACTIONS 72% 52% PAGE VIEWS FROM SOCIAL & SEARCH INTERACTION RATE 22
  • 13. INFOGRAPHIC: WHAT GMO LABELING MEANS TO YOU 3.1K 278 SOCIAL ACTIONS COMMENTS 23
  • 14. Mashable helps brands become a premium content creators and optimizes distribution across digital platforms. We tell stories that resonate with the Connected Generation.
  • 15. Q: What kind of content can my brand use to engage consumers? A: Interesting and sharable content. - Utility (tips, tricks, lifehacks) Longform (#longreads) Podcasts Infographics Short-Form Video Documentary Video Spotify Playlists Vine + Instagram Social Media Contests
  • 16. Custom Content / Why It Works We understand what content resonates most with our audience. The content we produce for partners is native to Mashable’s editorial flow and voice, and aligns brand messages directly with our community. Custom content is written by our editorial team and upholds the highest standards of journalistic integrity.
  • 17. Mashable BrandLab Mashable’s Branded Content is created by the editorial team and native to the site’s editorial flow. 1. Develop - Sharable, compelling content Brand alignment Target audience Text, video, longform, podcasts, infographics , community challenges 2. Distribute - Share to relevant social platforms Engage in conversation 3. Analyze - Brand lift Intent to purchase Success Metrics: - 1.5x time spent 2.5x shares 4x PVs 2x CTR 305% brand lift
  • 18. Distribution Is Essential Your content strategy means nothing If people don’t see it!
  • 19. Branded Content Success Stories
  • 20. Join the Conversation… 157,345 #SMTLive
  • 21. Our Speakers Dan Greenberg is the founder and CEO of Sharethrough, an SF-based software company that powers infeed, native ads for premium publishers like Time Inc, Hearst, People and brand marketers like Pepsi and P&G. Named to the 2012 Forbes "30 under 30" list and a regular contributor to TechCrunch & AdAge, Dan comes from a research background at Stanford in persuasive technology. @dgreenberg Jack Krawczyk is the Director of Product Management at Pandora, where he is focused on leading the product technology team that is responsible for delivering advertising solutions. Prior to joining Pandora, Jack was the Head of Monetization at StumbleUpon, where he was responsible for the product management of advertising and partnership solutions. @JackK Tessa Gould is The Huffington Post Media Group's Director of Native Ad Product, managing all aspects of The HuffPost's native offering, including product strategy & development, as well as the in-house brand creativeagency she pioneered, HuffPost Partner Studio, which is a team of talented writers, editors, designers and strategists dedicated to helping brands create quality branded content on The Huffington Post. @TessaG_Tweets Lauren Drell is the Branded Content Editor at Mashable, where she manages advertiser-supported content campaigns and writes and edits custom content. Lauren holds a B.A. from the University of Pennsylvania and an M.S.J. from Northwestern University’s Medill School of Journalism. @drelly Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. @PaulDunay #SMTLive
  • 22. Join us next week for… 11/19 Socially Driven Collaboration: How Social Business is Changing The Roles of Marketing and IT http://socialmediatoday.com/social-business-research-study-2013-webinar