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Why All the Infatuation with Native Advertising? 5 Truths Every Marketer Should Know

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What is native advertising and is it just a fancifully-dressed up, repackaged iteration of a magazine advertorial? Find out this and five truths about native ads in this presentation from G/O Digital CMO Jeff Fagel.

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Why All the Infatuation with Native Advertising? 5 Truths Every Marketer Should Know

  1. 1. Why All the Infatuation with Native Advertising? 5 Truths Every Marketer Should Know June 2014
  2. 2. Om Malik Founder & Senior Writer Om Malik provided the simplest definition of native advertising. He described it as “a sales pitch that fits right into the flow of information being shown,” that is also meant to fit seamlessly into existing brand content and “is actually valuable to the person viewing it.” What is native advertising? Source: Fast Company
  3. 3. Dan Greenberg Founder and CEO, Sharethrough, and Co-Chair, IAB Native Advertising Task Force “I firmly believe that advertising on the modern internet will be defined by meaningful content, not standard ads. There's a movement happening, away from interruptive, traditional ads, and towards thoughtful brand stories — and native ads are the most potent and effective distribution strategy for content-based advertising.” Why does native advertising matter? Source: IAB Native Advertising Playbook
  4. 4. So I ask you: Is native advertising simply a fancifully-dressed up, repackaged iteration of a magazine advertorial?
  5. 5. Let’s dive deeper and review 5Native Advertising Truths Every Marketer Should Know So I ask you: Is native advertising simply a fancifully-dressed up, repackaged iteration of a magazine advertorial?
  6. 6. Truth #1: Native ads are just repurposed digital versions of print advertorials. Source: Advertorial in More magazine
  7. 7. Truth #1: Native ads are just repurposed digital versions of print advertorials. Source: Advertorial in More magazine
  8. 8. Truth #1: Native ads are just repurposed digital versions of print advertorials. Source: Advertorial in More magazine To learn more check out, www.pantene.com/fullandthick • Pantene shampoo and conditioner system vs. leading salon brand systems based on 2007 Kline report of sales data.
  9. 9. Truth #2: Native advertising is a different spin on a sponsored post. Source: Digiday and Business Insider
  10. 10. Truth #2: Native advertising is a different spin on a sponsored post. Source: Digiday and Business Insider
  11. 11. Truth #2: Native advertising is a different spin on a sponsored post. Source: Digiday and Business Insider
  12. 12. Truth #2: Native advertising is a different spin on a sponsored post. Source: Digiday and Business Insider
  13. 13. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads
  14. 14. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads Native ads looked at 53% more frequently.
  15. 15. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads More likely to be shared. 0% 10% 20% 30% 40% 32% 19% Native Ads Banner Ads Native ads looked at 53% more frequently.
  16. 16. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads Offer higher brand lift. 18% Native ads feature… Higher lift for purchase intent 9% Higher lift for brand affinity More likely to be shared. 0% 10% 20% 30% 40% 32% 19% Native Ads Banner Ads Native ads looked at 53% more frequently.
  17. 17. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab More personal according to past customers. 0% 20% 40% 60% 80% 71% 50% Native Ads Banner Ads 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads Offer higher brand lift. 18% Native ads feature… Higher lift for purchase intent 9% Higher lift for brand affinity More likely to be shared. 0% 10% 20% 30% 40% 32% 19% Native Ads Banner Ads Native ads looked at 53% more frequently.
  18. 18. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram
  19. 19. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram Shine a light on what really matters.
  20. 20. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram Shine a light on what really matters.
  21. 21. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram Shine a light on what really matters.
  22. 22. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram Shine a light on what really matters. Don’t be disruptive and irrelevant.
  23. 23. Truth #5: Distribution is sh%t without content. Source: Gawker and Wired
  24. 24. Truth #5: Distribution is sh%t without content. Source: Gawker and Wired Create stellar, relevant content…
  25. 25. Truth #5: Distribution is sh%t without content. Source: Gawker and Wired
  26. 26. Truth #5: Distribution is sh%t without content. Source: Gawker and Wired … targeted and written for the audience.
  27. 27. ‹#› 27 The opportunity: Strive to build native ad content that is tailored and personalized, ideally hyperlocal. Consider an Opportunity and a Question
  28. 28. ‹#› 28 The opportunity: Strive to build native ad content that is tailored and personalized, ideally hyperlocal. Consider an Opportunity and a Question The question: How do you scale your native advertising?
  29. 29. ‹#› 29 To have any chance to survive, let alone flourish in this fragmented, attention-starved new reality, brand marketers need to stir an emotional response that gets people to talk, "love," share and act on your company or product. Conclusion
  30. 30. ‹#› 30 To have any chance to survive, let alone flourish in this fragmented, attention-starved new reality, brand marketers need to stir an emotional response that gets people to talk, "love," share and act on your company or product. Conclusion Read more on Entrepreneur Read more on Our Blog Let’s spend more time on the basics – building breakthrough, relevant content – and less time on chasing buzzwords.

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