Native Advertising Examples
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Content Marketing was a $3.1 billion business in 2013. Here are some examples of local media native advertising.
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Native Advertising Examples
- 1. 2014 Law & Media Conference
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- 5. 5 4x More Effective P&G Site
- 6. Social media Content portals News properties Video-sharing sites Streaming services *Mobile = content streams 6
- 7. Sponsored content Branded content Native advertising 7
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- 9. 9 $3.1 billion in 2013 $5 billion by 2017 As a % of total social ad spending it was 38.8% in 2013 Source: BIA/Kelsey, December 2013
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- 11. According to a recent Online Publishers Association study, 73% of members currently offer native advertising solutions Many newspapers/magazines such as the NYT, WP & LA TIMES have set up divisions to handle content marketing 11
- 12. Clearly differentiate w/labeling Clear editorial standards and practices Make the content discoverable Optimize for mobile Use a consultative sales approach Define metrics/key performers upfront with the marketer/agency Amplify through paid and social media on and off Promote native throughout the site to drive traffic 12
- 13. 13 No Direct Relationship with the Advertiser
- 14. Freelancers write the articles, not the staff Upon completion address each content piece with the advertiser Ad partner provides feedback, “courtesy preview” No editorial feedback, only factual edits 14
- 15. Custom Content: Sample Section Front
- 16. Custom Content: Article Page
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- 21. 21 Sponsored Content Marketing
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- 23. 23 Sponsored carousel slide Native
- 24. Ten items on the home page carousel, three were sponsored content Two of the four tiles on the home page were sponsored. 24
- 25. A personal finance series sponsored by a credit union 25 L.A. TIMES NATIVE CONTENT - SUCCESSES “This is sponsored content. It does not involve the editorial or reporting staffs of the LA Times.” BRAND PUBLISHING
- 26. 26 20 pieces of content per month delivered on DenverPost.com Select articles reverse-published into print Multiple advertisers included in ad sponsorship Sponsored channel integrated into site navigation Strong engagement on article pages
- 27. Case Study: Native Advertising Healthcare Series CLIENT OBJECTIVE: Generate awareness of and engagement with a healthcare company’s website TARGET AUDIENCE: Adults that want to maintain a healthy lifestyle and encourage their friends to do the same SOLUTION: Connect with readers through the creation of a custom content series focused on exercise and nutrition 02:08 average time spent 7.63% engagement rate 1.94% click rate on Article Teaser units
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- 30. Peter Conti localmedia.org peter.conti@localmedia.org Sponsored Content Local Media Association is an association made up of more than 2,400 local media news companies. Our members are the leading source for local information in their communities. We put on seven conferences a year, 42 webinars a year and offer a Center for Professional Development which includes programs such as Sales Certification.
Editor's Notes
- Great examples of content marketing from the past can be educational, inspire ideas and lead to more effective strategies. Top examples ranged from free Jell-O recipe books in 1904 to G.I. Joe comic books and LEGO Club magazine in the ‘80s and ‘90s. However, nothing quite tipped the scale and inspired the term “content marketing” like the rising popularity of the Internet.
- In 2007, the company Blendtec uploaded its first YouTube video, it was an iPhone in a blender. And it received more than 6 million views and a 700 percent growth in revenue. Since then they have blended dozens of other items such as Barbie dolls, iPads and other things.
- A year later, P&G launched the website BeingGirl.com, which was deemed to be four times more effective than traditional marketing. Why? Because content marketing provides real, useful information rather than the hard sales push consumers were long used to.
- Native advertising is flourishing across social media, content portals, news properties, video-sharing sites and streaming services. Increased mobile use of these venues has fueled much of the growth, since native ads work best in the content streams that people tend to access on smartphones and tablets
- Perceptions about what constitutes native advertising are as varied as the ads themselves and the places where they appear. There’s still disagreement over basic terminology such as “native advertising,” “sponsored content” and “branded content.” Some make distinctions among those terms, while others use them interchangeably. -
- Native advertising is a part of a larger category known as content marketing
- These findings are in line with what marketers and other ad industry experts say is one of the qualities that makes native advertising especially appealing: its ability to engage the user.
- This is editorial content that is sponsored by a specific advertiser. The content has no direct relationship to the advertiser nor is it commissioned by the advertiser, but the marketer finds value in being associated with that piece of editorial. For example, Dick’s Sporting Goods might sponsor a story or series of stories on the importance of daily exercise. The advertiser is typically mentioned in an opening, explanatory paragraph at the top of the page or has exclusive placement in the advertising inventory surrounding the content. Newspapers, of course, have been doing sponsored content for years in print with advertorials in the newspaper and with special sections and magazines.
- After many steps to reach this point Finally, the part of content creation is addressed with advertiser–upon completion of each article, the advertising partner has the opportunity to provide feedback, sort of a “courtesy preview.” Importantly, no editorial feedback will be accepted, only factual edits will be made.
- Here is an example of “custom content” that The Denver Post put together for the drug store chain Walgreen’s. This is a sample section front page. In a mock-up, showing a major drug-store chain, the “custom” content was shown occupying the complete page with a vanity URL attached. There was a call-out on the page displaying the logo. The share of voice was 100% on the section front. The main article feed was a health-related content story provided by freelance writers. There even was an option box for noted “sponsored content” provided from the advertiser. The page itself linked to the full health-related content article.
- More of the example is shown here in the drilldown article page.
- The Denver Post was also taking advantage of the closed type platforms of both Twitter and Facebook placing in-feed posts. On Facebook, The Denver Post is reaching out to the news feed by posting links to their website content through their own fan page. In the past there was two ways to reach an audience with the Facebook news feed. One was you could target your fan page’s likes and the second was to target your fan page like’s and their friends. However, Facebook in a move to increase distribution has recently changed this so that you reach your fan page’s likes and their friends.
- They also do in-feed tweets on their Twitter news account. This one is a deal for food and drinks at a local restaurant.
- Content Marketing
- Each advertiser in the native advertising program receives, on a rotating basis, a spot on the home page carousel at the top, a tile lower on the page, a headline in the “Latest News” feed that runs throughout the site, a presence on their “Market” directory page and one to two quarter-page print ads a month at prices ranging from $300 - $800 a month, depending on how many different pieces of content they want to sponsor.
- The native ads contain an engaging photograph in the carousel or on the tile. Each ad has the same look and feel as other content on the page but is labeled “sponsored”. In early August on The Naperville Sun site, of the 10 items on the home page carousel, three were sponsored content. Two of the four tiles on the home page were sponsored.
- Clearly labeled sponsored content
- When Native Ads Backfire: Of course, not all native ads have the intended effect, as was the case when the Atlantic ran a sponsored ad featuring the Church of Scientology, and faced immediate backlash from its users: When an organization as controversial as the Church of Scientology met the internet, the result was that the Atlantic didn’t just try to moderate comments (they did), ultimately, they gave in and threw their ad partner under the bus after people actually noticed the sponsored comment and started giving their heated opinions on it.
- So, what Do Customers Think About Native Ads? We already have a pretty good picture of how marketers are using native ads, but what about consumers? According to a November 2012 MediaBrix survey, many customers find the ads misleading, depending on how they’re presented. Promoted tweets via Twitter score the lowest, but a whopping 86% of users feel misled by video ads that appear to be actual content: