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Flipbook presentation - Native Advertising

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FILM 240 Flipbook Assignment

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Flipbook presentation - Native Advertising

  1. 1. NATIVE A D V E R T I S I N G <a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Tirachard - Freepik.com</a> By: Jessica Gizuk
  2. 2. T H E Y B L I N K . T H E Y F O L L O W . T H E Y I R R I T A T E . " What's wrong with advertisements? " [10]
  3. 3. " [1] "I don't know if there are any generations that love advertising"  [3]-Steve Patrizi, VP of Marketing and Revenue at Imgur <a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Creativeart - Freepik.com</a>
  4. 4. - $21.8billionofadvertising revenuewas blocked  in2015. <a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Kues1 - Freepik.com</a> [10]
  5. 5. " Web advertising revenues are falling and no one seems to have a solution that would keep readers happy while allowing advertisers and publishers to make a profit." THE AGE OF AD BLOCK [8] <a href="http://www.freepik.com/free-photos-vectors/business">Business image created by Kaboompics - Freepik.com</a>
  6. 6. What does this mean for the future of online advertising? <a href="http://www.freepik.com/free-photo/desk-with-a-laptop-a-cup-of-coffee-and-a-calendar_878794.htm">Designed by Freepik</a>
  7. 7. NATIVE ADVERTISING "Publishersaspiretodeliverpaidadsthataresocohesivewith thepagecontent,assimilatedintothedesign,andconsistent withtheplatformbehaviorthattheviewersimplyfeelsthat theybelong." [9]
  8. 8. <a href="http://www.freepik.com/free-photos-vectors/business">Business image created by Pressfoto - Freepik.com</a> “Ads ‘go native’ in the sense that they’re created for the editorial surroundings” [5] - Paul Keers, London Bureau Chief, White Light Media
  9. 9. "Their reaction should be the same as if they clicked on editorial content.” [5] - Nathan Lump, director of branded content at Condé Nast <a href="http://www.freepik.com/free-photos-vectors/business">Business image created by Katemangostar - Freepik.com</a>
  10. 10. “Brands are everywhere, and have now leaked into what has been traditionally the editorial space – not just the content, but the look and feel of the content.” [3] - David Hallerman, eMarketer Analyst, cited in The New York Times <a href="http://www.freepik.com/free-photos-vectors/background">Background vector created by Photoroyalty - Freepik.com</a>
  11. 11. Types of Native Advertising [7] Promoted Listings In-Feed Units - Products included in a list of results designed by the company - Example: "Sponsored Products" - Currently used by companies including Google and Amazon - Articles, written using an editorial style, promoted in the general section of a publication - Articles may have a guaranteed placement in the publication - Example: "Sponsored by..." - Currently used by companies including Buzzfeed and Twitter
  12. 12. Types of Native Advertising Recommended Widgets Paid Search Units - Sponsored advertisements located alongside recommended articles for the column - Example: "You might enjoy..." - Sponsored search results  - Guaranteed placement, often near the top of the list for higher viewing rates - Example: "Advertisements related to..." - Currently used by search engines [7]
  13. 13. say native advertising is here to stay   said their companies will increase their native advertising budgets  said their company used native advertising in the past year 72% 58% 63% 58% [1]
  14. 14. "Native video ads are proven to drive results, including high view rates, as well as boosting brand metrics such as favorability and purchase intent."  <a href="http://www.freepik.com/free-photos-vectors/business-card">Business card image created by Katemangostar - Freepik.com</a> - Brad Piggott, VP & Industry Lead of Autos at Yahoo [6]
  15. 15. “Upworthy said its native ads did 38 times better than the industry standard for social content” <a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Creativeart - Freepik.com</a> [2]
  16. 16. <a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Evening_tao - Freepik.com</a> 57 % of millennials are willing to check out sponsored online content, as long as it's interesting. [5]
  17. 17. “Marketers that rely on deceiving consumers may see short-term benefits, but are unlikely to be rewarded with lasting consumer relationships." <a href="http://www.freepik.com/free-photos-vectors/business">Business image created by Pressfoto - Freepik.com</a> [4]
  18. 18. “Effective native advertising does not principally rely on secrecy or deception” <a href="http://www.freepik.com/free-photos-vectors/gold">Gold image created by Freepik</a> [4]
  19. 19. [4] <a href="http://www.freepik.com/free-photos-vectors/business">Business image created by Pressfoto - Freepik.com</a> Business ethics must be considered when producing native advertisments
  20. 20. Traditional advertising methods have been replaced. Advertising is now about producing stories that engage readers beyond website links. [7] <a href="http://www.freepik.com/free-photos-vectors/technology">Technology vector created by Freepik</a>
  21. 21. [7] The future of native advertising is to be decided by consumers and professionals at large. <a href="http://www.freepik.com/free-photos-vectors/business">Business vector created by Freepik</a>
  22. 22. W O R K S C I T E D [1] AdWeek Staff. “Infographic: Native Advertising Grows Despite Budget and Transparency Concerns.” AdWeek, 16 Feb 2015, http://www.adweek.com/digital/infographic-native-advertising-grows - despite-budget-and-transparency-concerns-162963/. Accessed 25 Feb. 2017. [2] Castillo, Michelle. “Emotional and Effective, Upworthy’s Native Ads Have Brought in More Than $10 Million for the Site.” AdWeek, 20 Feb 2015, http://www.adweek.com/digital/emotional-and- effective-upworthys-native-ads-have-brought-more-10-million-site-163041/. Accessed 25 Feb. 2017. [3] Castillo, Michelle. “Secrets to advertising to an anti-advertising generation.” CNBC, 27 Apr 2016, http://www.cnbc.com/2016/04/27/secrets-to-advertising-to-an-anti-advertising-generation.html. Accessed 27 Feb. 2017. [4] Campbell, Colin, and Lawrence Marks. “Good native advertising isn’t a secret.” Business Horizons, vol. 58, no. 6, 2015, http://www.sciencedirect.com.proxy.queensu.ca/science/article/pii/S0007681315 00084. Accessed 25 Feb. 2017. [5] Griner, David. “Infographic: What Millennials Want From Native Ad Content.” AdWeek, 17 Mar 2015, http://www.adweek.com/creativity/infographic-what-millennials-want-native-ad-content-163526/. Accessed 25 Feb. 2017. [6] Johnson, Lauren. “How Jeep Got Tech Geeks and Lifestyle Enthusiasts to Watch Its Ads on Yahoo.” AdWeek, 16 Dec 2015, http://www.adweek.com/digital/how-jeep-got-tech-geeks-and-lifestyle -enthusiasts-watch-its-ads-yahoo-168663/. Accessed 25 Feb. 2017. [7] Manic, Marius. "The Rise of Native Advertising." Bulletin of the Transilvania University of Brasov.Economic Sciences.Series V, vol. 8, no. 1, 2015, pp. 53-58 ABI/INFORM Global; Business Premium Collection, https://search-proquestcom.proxy.queensu.ca/docview/16924791 75?accountid=6180. Accessed 26 Feb. 2017.
  23. 23. W O R K S C I T E D [8] Mortished, Carl. "Readers have declared war on publishers." Globe & Mail [Toronto, Canada], 3 July 2015, p. B2. Canadian Periodicals Index Quarterly, go.galegroup.com.proxy.queensu.ca/ps/i.do? p=CPI&sw=w&u=queensulaw&v=2.1&it=r&id=GALE%7CA420327989&asid=345009df25ee25d5 6f665fc1f29036f5. Accessed 1 Mar. 2017. [9] “The Native Advertising Playbook.” IAB, 4 Dec 2013, http://www.iab.net/media/file/IAB-Native- Advertising-Playbook2.pdf. Accessed 26 Feb. 2017. [10] Rosenwald, Michael. “The digital media industry needs to react to ad blockers … or else.” Columbia Journalism Review, Sept/Oct 2015, http://www.cjr.org/business_of_news/will_ad_blockers_kill_ the_digital_media_industry.php. Accessed 27 Feb. 2017.

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