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BFM Native Advertising Webinar


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This presentation, created by Blue Fountain Media Associate Strategist Rishe Groner, covers the basic of native advertising. From what native advertising is, to how to use it for brands, to whether or not it might be the next big thing in marketing - all of these questions are covered in this presentation.

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BFM Native Advertising Webinar

  1. 1. What is….. Native Advertising? We’ll be getting started in just a few moments as attendees arrive. If you have any questions during the webinar feel free to submit questions through the GoToWebinar question box Or on Twitter using #BFMWebinar
  2. 2. What is….. Native Advertising?
  3. 3. Is Native Advertising the #nextbigthing? Or is it just another hyped buzzword…
  4. 4. The Definition of Native Advertising Ads that are designed to appear “native” to the website or channel within which it is placed.
  5. 5. Native Advertising Is…. Quality content combined with a paid advertising strategy Or also known as… Custom content Sponsored Content Branded Content Content Marketing
  6. 6. Have I Seen Native Ads?
  7. 7. You have if you’re currently using… Facebook
  8. 8. Twitter: Promoted Tweets and Accounts
  9. 9. Sponsored Listings
  10. 10. Spotify Playlists
  11. 11. News and Content Sites News sites, such as Forbes and The Atlantic Blog networks, such as The Awl and Gawker Humor and Meme Sites, Buzzfeed (the Native Ad King), Cheezburger Network, (Demand Media)
  12. 12. Native Ads on Content Sites Could Be… Co-created by the brand and the publisher Sponsored by the brand, created by the publisher Created by the brand, in the publisher’s native format Created and hosted by the brand, and shared or disseminated via the paid network BRANDING IS KEY.
  13. 13. What Makes An Ad “Native”? “Native” to the user experience Non disruptive content within the stream or feed Paid placement – and denoted as such (“sponsored”, etc) Branded: Related to or somehow incorporating the brand Content: Beyond a simple ad, it could be: A blog post An image slideshow A video A tweet or status update An image
  14. 14. The Elements of a Native Ad Be helpful Be interesting! Be engaging: Would a user share this? Be exciting, quirky, entertaining, or crazy Use good quality images Fit in with the brand’s tone and value proposition Integrate with a full digital campaign, including landing pages, an email campaign, and product offering. Mark the ad as sponsored
  15. 15. Why Use Native Ads?
  16. 16. #1: User Experience
  17. 17. Why Use Native Ads? Create a better, non-disruptive user experience Focus on branding, rather than a conversion Display ads are being screened out by more savvy customers Publishers want to create a more quality experience for customers, while still driving revenue.
  18. 18. What Native Ads Do:
  19. 19. Paid, Earned and Owned:
  20. 20. We Know It’s Getting Serious, Because… Facebook recently slimmed down their ad offerings Google’s “Doubleclick for Publishers” announced they will support individual native ad products Buzzfeed is training agencies in native content creation The IAB has created a Native Advertising Task Force Spend on Native Ads are projected to move from $2.36b in 2013 ($1.63b in 2012) to $4.57 billion by 2017
  21. 21. User Experience = User Integrity
  22. 22. Concerns and challenges…. • Is it scaleable? • Timeliness and creativity is key. • Risk of oversaturation. • Requires ad standards and ad platforms • Will users pay attention to them, and convert?
  23. 23. But it’s also very exciting… • People aren’t on TV or looking in the phone book anymore • Banner ads aren’t likely to work • As mobile users increase, the opportunity is huge • More value for customers and brands: • Customers: Less Interruptive • Brands: More engaging and interactive
  24. 24. How Is It Implemented?
  25. 25. Pricing Buzzfeed’s average campaigns start at $100k, with 5-10 posts. Ads are sold in “story units”. Operates similar to direct ad buys, with major networks Prices include Content Creation (Agency and Publisher) and a CPM Other networks including ShareThrough and Nativo operate similar to standard display networks Outbrain and Taboola are excellent self-service platforms that are competitively priced and enable content sharing.
  26. 26. Will This Work For My Brand?  Are you already creating content?  Are you already promoting your business with paid ads, for example:  Google AdWords, or another form of pay-per-click search engine marketing  Promoted listings in newspapers or industry websites  Display advertising or remarketing  You’re already promoting content on social networks, and paying for it:  Facebook Sponsored Stories  Twitter Promoted Accounts Native Ads are the next level: They are a display ad that is native to the user experience, and therefore more likely to capture user attention.
  27. 27. How Can I Use It In My Business? 1. Create branded, shareable, clickable content, that has the ability to serve as an ad unit: 1. Videos 2. Branded imagery 3. How-To or Lifehack articles 4. Blog posts 5. Slideshows 6. Videos 2. Shift advertising spend to promote content, rather than ads, across channels, including: 1. Facebook, Twitter, Tumblr or other social networks 2. Content “suggestion” plug-ins, such as Outbrain or Taboola 3. Relevant websites to your target audience who accept sponsored posts
  28. 28. Native Advertising: A Fusion of Marketing
  29. 29. Questions?
  30. 30. Bonus: Examples!
  31. 31. Bonus: Examples!
  32. 32. Bonus: Examples!
  33. 33. Thanks for participating! For more helpful resources, check out: 5 Tips for Adapting to Enhanced Adwords Campaigns Wednesday, August 28th , 2013 12:00 PM – 1:00 PM EST Next Month’s Webinar