Chris Lee's Guide to Successful Native Advertising Strategies
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The document discusses native advertising and what has been learned so far. It outlines principles for native advertising like transparency of sponsorship and separating editorial and sponsored content teams. It also breaks down the process into knowing the client, creating content, publishing, promoting, and reporting. Metrics for native content are generally better than display ads, with click-through rates around 1% compared to 0.1% for display. Pricing models are also discussed.
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Chris Lee's Guide to Successful Native Advertising Strategies
- 1. Chris Lee, President @cleepost content marketing sponsored posts corporate journalism vendor content paid placement brand publishing custom content
- 2. Chris Lee, President @cleepost Native Advertising What we have learned so far
- 3. 3 Native Advertising Desktop Display 100 million page views 4 ad units per page $5 CPM $20 x 100,000 $2,000,000 Mobile: An order of magnitude problem Mobile Display 100 million page views 1 ad unit $2 CPM $2 x 100,000 $100,000
- 18. 18 Native Advertising • Native placement in flow of content • Transparency of sponsorship • Management and production of native content separate from editorial team • High quality content: CTR on native content should rival or exceed editorial • Metrics include brand results plus traditional direct response Native Principles
- 19. 19 Native Advertising Native Advertising broken down Know thy Client Understand brand & target audience Establish goals & metrics Determine budget, frequency & campaign length
- 20. 20 Native Advertising Native Advertising broken down Know thy Client Create Content Understand brand & target audience Establish goals & metrics Determine budget, frequency & campaign length Who produces? Who edits? Execution: Headlines Text Length Images? Video?
- 21. 21 Native Advertising Native Advertising broken down Know thy Client Create Content Publish Understand brand & target audience Establish goals & metrics Determine budget, frequency & campaign length Who produces? Who edits? Execution: Headlines Text Length Images? Video? Which sites and where? Scheduling Multiple access points Relationship to other content
- 22. 22 Native Advertising Native Advertising broken down Know thy Client Create Content Publish Promote Externally Understand brand & target audience Establish goals & metrics Determine budget, frequency & campaign length Who produces? Who edits? Execution: Headlines Text Length Images? Video? Which sites and where? Scheduling Multiple access points Relationship to other content Social media Email Content distribution partnerships Client sites & social media
- 23. 23 Native Advertising Native Advertising broken down Know thy Client Create Content Publish Promote Externally Report Understand brand & target audience Establish goals & metrics Determine budget, frequency & campaign length Who produces? Who edits? Execution: Headlines Text Length Images? Video? Which sites and where? Scheduling Multiple access points Relationship to other content Social media Email Content distribution partnerships Client sites & social media Reach and response metrics Test brand lift and awareness Market research on brand agency publisher promoter integrated native publisher
- 24. 24 Native Advertising What is the goal of a native campaign?
- 25. 25 Native Advertising 1-2% engagement
- 26. 26 Native Advertising Likes + Engagement: Coca-Cola vs. FamilyShare <1% engagement
- 27. 27 Native Advertising <0.15% engagement
- 28. 28 Native Advertising <1% engagement
- 29. 29 Native Advertising Organizing for Native President VP Content Products Director Editorial Content Content Producers / Reporters Manager BrandView BrandForge Content Producers VP Ad Products VP Sales
- 30. 30 Native Advertising Healthcare Automotive Legal Financial Services Utilities Insurance Grocery / Retail Consumer Packaged Goods Education Entertainment Clients
- 31. 31 Native Advertising BrandView inventory: 2-3 sponsored posts per day
- 41. 41 Native Advertising Homepage impressions in queue 582,495 CTR from homepage to article 2.31% Article uniques 10,410 Article views / reads 13,424 Time spent engaged 1:59 Social shares per article 71 Average editorial article 13,836 Each of these measures is equal to or better than the average editorial article on KSL.com Key Metrics show native performance 12 months data, average results
- 42. 42 Native Advertising • To get 13,000 engagements with a brand in the form of a click-thru, how much display media would a client need to buy? • Assuming a 0.1% CTR, that’s 13,000,000 impressions • Assuming a $3 CPM rate, that’s $39,000 in comparable display value • Package includes content creation plus posting, and in some cases additional dollars for external promotion via social media and email • Client can use content for other purposes as well, on blogs and their own social Pricing and Packaging
- 43. 43 Native Advertising • Don’t blur organizational lines between editorial and native content teams. Keep them separated. • Be transparent. Clearly label native ads • Create a clear and consistent ad policy • Variable-ize costs using freelance contributors • Publish awesome. Bad, uninteresting content won’t work for anyone, and will erode audience trust • Don’t let clients produce and publish their own content on their own. Use what we know best as publishers: how to reach and engage the audience. Some things we’ve learned
- 44. 44 Native Advertising Be bold And finally…
- 45. 45 Native Advertising Thank you Shameless plug Talk to Jake Berry about a scalable and variable way to create great content with DDM BrandForge