Native pres
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The slides from a recent talk I gave on the subject of whether Native Advertising was a new thing and how brands should approach this opportunity
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Native pres
- 1. HELLO! JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 2. “REWARD FOR LOST SLAVE SHEM” Oldest recorded Ad – Thebes, Egypt, 3000 BC JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 3. Friday, 10th June 2016 Evening Standard JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 4. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 5. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 6. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 7. WE’RE ALL NATIVE NOW A presentation on branding in the digital age JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 8. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 9. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 10. 8 SECS JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 11. At least 50% of a video ads pixels must be seen on screen for at least two consecutive seconds or more for a video ad to be considered viewable.” Google JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 12. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 13. YOU CAN’T BE CONSIDERED IF YOU HAVEN’T BEEN NOTICED JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 14. PUBLISHING IS BECOMING A COST WE’RE LESS WILLING TO PAY FOR JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 15. ADVERTISING IS A DISTRACTION THAT WE’RE LESS WILLING TO PAY ATTENTION TO JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 16. ADVERTISING IS A DISTRACTION THAT WE’RE LESS WILLING TO PAY ATTENTION TO JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 17. WHEN BRANDS STOP LISTENING PEOPLE STOP TRUSTING WHAT THEY SAY JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 18. NATIVE: PAID PROMOTION THAT BLENDS IN TO ITS ENVIRONMENT JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 19. CULTURE JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 20. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 21. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 22. WHEN WE FORGET WE ARE BEING SOLD TO WE ARE MORE LIKELY TO BUY JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 23. CULTURE BRANDS JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 24. BRANDS THAT ADOPT A NATIVE OUTLOOK JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 25. CUSTOMER CULTURE CONTEXT CONTENT JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 26. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 27. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 28. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 29. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 30. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 31. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 32. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 33. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 34. JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 35. CULTURE KEEPS BRANDS CONNECTED TO PEOPLE, NOT ADVERTISING JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 36. LISTEN BEFORE YOU TALK JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 37. CUSTOMER CULTURE CONTEXT CONTENT JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 38. ADVERTISING IS A DISTRACTION THAT WE’RE LESS WILLING TO PAY ATTENTION TO Brought to you by JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 39. JUMP IN & START SOMETHING JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
- 40. GO FORTH & BE NATIVE! JAMES HART @hart3275 BROUGHT TO YOU BY HEAD & HART
Editor's Notes
- Hello, I’m James and I’m founder of Head & Hart, a fledgling brand marketing consultancy I started this year, and this is my first public talk as Head and Hart so I’m both honoured to be doing this here at Sascon 2016 and a little nervous about how it will go! Firstly may I just say how surprised and relieved I am to see so many of you here given the football game – I hadn’t realised there were so many Scottish people in the North west! I’ve come to talk to you about native ads and whether they’re a new thing or not. So rather than give the easy response to that which involves the words “no” and “bloody ages” I thought I’d explore the reason for that in a little more depth. In this presentation there will be several things covered such as how brands connect with culture to be native, why all media has the potential to be native not just digital, and why the advertising part of the question is in my opinion a red herring. There’s also shamelessly a running gag here which might give you some idea on what I think this native stuff is all about and I’d like you to maybe ponder over this thought which is am I here to comment and share insight OR am I really here to sell you something, and perhaps most importantly can I do both effectively? You can be the judge of that!
- So as all good marketing presentations we begin our tale in ancient Egypt! For it is here that we find our first ever recorded ad , in Thebes , Egypt, 3000 BC, probably tied to a tree somewhere in a prominent location for passers by The papyrus of slave Shem. In it, a seller of fabrics called Hapu, claimed he would give a reward (a whole piece of gold) to those who report the whereabouts of the slave Shem and return him to the store, where the most beautiful fabrics are woven for each person’s taste. What strikes us about this ad is that it is adopting all of the behaviours of what we are to talk about – native advertising. In this subtle way he was advertising his product while drawing the attention to a something else – this heart –wrenching story of a lost slave , that would have interested other similar merchants far and wide who would be thankful it wasn’t their slave who had escaped, not mention keen to visit the store for the chance to be rewarded with a piece of gold. Perhaps to make themselves feel better they would buy some of these beautiful artefacts with the reward coin they may receive? So how did the story end? Did Shem get returned to his owner? Not a chance! But did Hapu expand his empire with the coin he received from interested merchants? Absolutely! This is housed in the British Musuem and is a great example of how the best advertising at its heart native
- Fast forward 5,016 years …. And we have another example from another ambitious retailer looking to attract more customers into its store. This time the story has changed to the queens 90th birthday and M&S being proud sponsor of the Patrons Lunch
- This was a 5 page extravaganza full of pomp and fizz celebrating the event, and for the avoidance of doubt there is advertising here as well. Which is interesting as it only seeks perhaps to make the copy more like editorial – everything in its rightful place A tactic we spent millions on with Unilever to convey different high interest storytelling, which gave a natural role for the low interest products advertised alongside.
- But as is the axe we shall forever grind as marketeers for every good examples of our craft as it changes through the ages , there are always reall really bad ones – real stinkers What’s interesting now though is the speed by which culture changes and adapts, commenting satirically on the craft itself
- And for every piece of irrelevant brand marketing masquerading as something far more interesting, there are many more brands who simply don’t even care about the dross and bad name they give this most precious communications tool.
- No not a new thing, it is THE thing and it is a good thing and in the digital age where ideas and culture flow freely across borders and media I believe it is going to be one of the most valuable plays for brands looking to attract mass appeal and consideration for their product
- So that’s the good news! The bad news is after over a 100 years of studying brands and marketing there is growing evidence to suggest there is a distinct and perhaps growing possibility that no one actually cares about advertising. They need products They need culture They need content Some may argue they need brands BUT Sadly no needs or really wants advertising.
- We are more likely to die in a plane crash than click on a banner ad.
- Acc to Microsoft, we have officially lower attention spans than the most simple creatures on this planet.
- And of the advertising we are supposedly engaging with? 54% of paid digital ads are not seen by humans Cisco claim 80% of the worlds internet traffic will be video in the next 3 years. But with 80% of the worlds largest active engagement platform being silent this is about to get very interesting! This is video, not ads, video….
- Which made me think that by 2020 brands and marketeers could be faced with this frightening scenario…. No ones listening. No matter how loud you shout. What a terrible thought that is!
- And why is this so important? Because it’s simple. You can’t be considered, if you haven’t even been noticed With more ad spend, more start ups, less attention, and less active consumption things are going to get really interesting!
- And what of publishing? The content producers, the culture makers and enhancers, the taste makers, Not only is no one listening No one is paying!
- So we have this to deal with The reality of this situation – noise and unwanted transmission The worst user experience imaginable. Or put another way for your north western dialect “Shite on screen”
- So people are fighting back They are taking active steps to block you out – over a quarter of UK users are using software to block ads. This figure rises to over 30% for under 25’s, and with the advent of mobile operators like 3 this figure will almost certainly rise further. Why is this happening? Surely it can’t just be the bad user experience – you’d just stop visting that publisher wouldn’t you? Or download an app maybe to minimise the noise? Well that’s true but perhaps the biggest problem is that it’s not just costing peoples time and attention , it’s hurting their digital wallets. With the excessive data being pushed onto their screens, in real time, this is killing their data allowance. Something will have to give. Will be the publishers or the advertisers? Or maybe both?
- Why is this important? Because when we stop listening to what people want, and just push more and more unwanted “shite” onto their screens , they will stop listening to us, they will stop trusting us (if they ever did) This is not a good story for brands.
- So what of this native format? Well when I was thinking about this question it dawned on me that what we’re talking about here really is blending in, becoming part of the environment
- Which only means one thing for brands CULTURE The ideas, customs and social behaviour of a particular people or society Fitting in to the world around us, helping us learn, play, entertaining us, bringing us together, keeping us together. So if you take one thing out of this presentation I want it to be this word. Culture
- So that’s the big thought here which I’ll be exploring with a few examples So here’s a bit about me And what about all these brands, what I’ve come to realise is that these brands are all native. Because they understand culture. They blend in. They adapt. They connect to the real world and people around them. So there’s the shameless plug you’ve been waiting for cunningly disguised as a seriously interesting point
- And here’s a bit of theory for the geeks amongst you which has really guided my thinking The book on the left essentially makes the case that the most iconic brands use the media around them to play with culture The book on the right makes the case that advertising works best when it is tapping into our subconscious, playing with our desires, our fears and our hopes – particularly true of political advertising. Indeed, the IPA’s landmark paper in 2008 marketing in the era of accountability proves with over 10,000 IPA case histories that the most commercially effective campaigns are ones that work on an emotional level over a long period of time using many different media Jim Stengle has also proven that brands with a purpose are worth more – Stengle 500. CULTURE
- Because when we forget we’re being sold to, we become more likely to buy.
- Which means that the most effective paid communication isn’t actually advertising at all. It’s something else. It’s useful, interesting, entertaining, inspirational, fantastical, CULTURE
- Or put another way a successful brand is one that adopts a native outlook on the world.
- So lets take a look briefly at what that then means on a practical level for brands and companies This is what I call my 4 C’s – Marketing has 4 P’s so why not right? Start with your customers and end with content , and use the culture and contextual insights Now lets think back to Harpu’s claim for lost slave His customer is rich slave owners like himself probably but he has no idea where they live and how far they would need to travel to visit his store So how does he get them there? He then connects into culture by thinking what’s important to my customer – slaves! Like me The context isn’t an ad – it’s a wanted poster for a lost slave The content writes itself See the great thing about this is that makes the creation of content easier, rather than stumbling around in the dark, or leaving it to robots to write it, we take responsibility Ask yourself the hard questions How can I connect with my customer authentically using their culture and what matters to them? So we’ve spent all this time, money, and expensive consultants like me to tell us what what Harpu had worked out 5,000 years ago before powerpoint was invented So lets look at some famous examples throughout history
- Customer – High rolin social butterflies who could afford a car Culture – They spent their time travelling around Europe visiting expensive restaurants and other fine establishments I’m sure, but Michelin found out that they wasted a lot of time visiting poor kitchens because there was no means of knowing before hand how good they were – only the finest establishments, and this was a great waste of time, and not to mention tire pressure for them Context – So Michelin decided to create a scoring system that would critique thes restaurants and hep the trade as well as poronmote their brand Content – they created guides foir the best restaurant . This has lasted the test if time, and has taken on a natural digital form, where you can download the app
- 30 years later Unilever had a another good idea Customer – Every housewife in America , but how did they find a mass audience? Culture – There was no common form of entertainment, until the radio was invented , this brought women together, they could have it on in the background whilst they were busy tending to the household Context – Colgate wanted to brighten up their day so they chose to entertain Content – They invented the soap opera – again a native idea that has endured to this day It was inoitiatives like this which actually created the mass media entertainment that we know today
- Fast forward to the age of TV – late 80’s Customer here again is the same every housewife in UK Culture is the changing nature of families, Persil had gone native with not housewife but MUM , a far more emotional opportunity to make their brand famous, Context and this particular campaign around the teenager and mod culture , real life affecting every Mum looking out for their son Content is an everyday story about a son needing his Mum to look his best when he goes out Now this idea does completely rely on advertising – but because it became famous it becomes more than advertising , it becomes part of the culture of that time and would not look out of place in one of those “this is what it was like to live in the 80’s” TV programmes.
- Fast forward again and the advent of You Tube, Customer here – anyone really right who wants a quick shot of energy to get them through the day Culture – Red Bull have totally dived into the culture of high energy high risk adrellin fuelled sports culture and again do so to this day Context – world record stunts Content – Is a live moment of jeopardy This particular example was a highlight of mine – watched by over a 8 million people live – and you can bet they didn’t just watch 2 secs of it!!
- Fast forward again to last years Rugby World Cup where its getting harder and harder for brands to get noticed – just look at the tsunami of stuff going on for the Euros Customer here is – anyone with an empty glass watching the rugby Culture here isn’t sports – that’s lazy – it’s more than that it’s the new and interesting the real authentic ideas that are being shared – in this case homosexuality in sport Content here is a documentary story of Gareth Edwards coming out We put this on Facebook in the run up to the tournament and it became so popular we ended up convincing Diageo to put it on TV – to become one of the biggest brand featured conversations around the event
- And native can take many forms Here it is a product itself Customer – Anyone using the roads who worries about safety Culture – The rise in cycle danger Context – Being seen at night Content – is an actually product that helps
- Back to Persil again Customer – Global Mums looking to give their kids the best Culture – Child education Context – Partnership with UniCEF Content – Expereinces, publishing, What I like about this is the scale of the ambition to be native So there’s good examples here which illustrate how an ambition to be native and be part of culture creates fame and success for brands
- Why does it work? Because culture connects us, it brings like-minded people together Whether that’s to like, share, view or talk about This gets you noticed and considered for when the purchasing moment arrives.
- Which ensures that in an age of fragmentation of audience and disintermediation of publishers and advertisers we can stand the best chance of reaching as many like minded people as we can Creating a conversation at scale.
- So how do you do this? Well it strikes me that if we can create sophisticated robots that track individual behaviour waiting to pounce on any sniff of a purchase signal Surely we can create this same technology to track cultural behaviour, to listen to conversations, understand what matters ot your customers, their hopes and fears and dreams This is where I believe great ideas happen
- So don’t skip culture Slow your thinking down and explore what really matters to your audience and do something amazing that will get you noticed, remembered when it matters and considered more often
- For the avoidance of doubt this is what we need to avoid This is a real picture of my wife’s extremely