Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Native Advertising
on a shoestring
Jaci Smith, native advertising coordinator
APG Media of Southern Minnesota
Seen this?
http://bit.ly/1zoeGYY
How
about
this?
http://nyti.ms/1znUQNt
It is content paid for by the advertiser that is
created by the publisher or its representative
and that runs in the same ...
• In the stream: It’s part of the brand’s RSS feed, the
timeline, the status updates.
• Sharable: The consumer can pass th...
• Jarring or off-kilter: If it doesn’t feel like it belongs, it is
likely hurting both your brand and your client’s.
• Ann...
“Big Media” is doing native
and making money.
But small market
publishers cannot emulate
their business model.
< Business
Insider says that
native advertising
will continue to
grow from 2013 to
2018, “in every
year of the
forecast pe...
• Resources: Fellowship paid for additional staff
• Support: Regular brainstorm sessions, email exchanges
• Science: Mizzo...
• More than 100 pitches, with a close rate of 75%*
• Attendance at regional “Lunch and Learns” topped 50% of invitees
• Av...
Native: Step-by-step
1. Gauge demand and form a task force. Create timeline.
2. Develop a mission statement and guidelines...
On the home page
Story
page
Boosted
post
Infographic
Listicle
http://bit.ly/1Fu7Kk9
Quiz
Special
sections:
Buy a display ad
at full price, get
a native ad at
half-price
Our first foray
into Native in
the daily print
product
40 under 40
Native: The APG way
1. Rep meets with client. Explain native. Are they
interested? If so, what would be the goal of their
...
Native: The APG way
4. Yea or nay? If yea, native ad coordinator (and creative)
creates the ad.
5. 48 hours before publica...
Analytics
What
should we
measure?
Opportunities?
• Clients less interested in packages than “one-offs”
• Not all sales staff work “consultatively” with thei...
Here’s everything you need to get started
http://www.rjionline.org/blog/wonderful-world-native-adve
http://bit.ly/1vGRDac
Thank you!
jsmith@faribault.com @FDNJaciSmith linkedin.com/JaciSmith
Subscribe (free)
to RJI newsletters
http://www.rjionline.org/subscribe
Native advertising on a shoestring
Native advertising on a shoestring
Native advertising on a shoestring
Upcoming SlideShare
Loading in …5
×

Native advertising on a shoestring

1,048 views

Published on

Jaci Smith, 2014–2015 Reynolds Fellow and native advertising coordinator for APG Media of Southern Minnesota, presents at the Key Executives Mega-Conference on Feb. 24, 2015, in Atlanta on now to implement a native advertising program in a media organization on a limited budget.

Published in: News & Politics
  • DOWNLOAD FULL. BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Native advertising on a shoestring

  1. 1. Native Advertising on a shoestring Jaci Smith, native advertising coordinator APG Media of Southern Minnesota
  2. 2. Seen this? http://bit.ly/1zoeGYY
  3. 3. How about this? http://nyti.ms/1znUQNt
  4. 4. It is content paid for by the advertiser that is created by the publisher or its representative and that runs in the same format and is of the same high quality as that publisher’s regular editorial content. So, what is native advertising?
  5. 5. • In the stream: It’s part of the brand’s RSS feed, the timeline, the status updates. • Sharable: The consumer can pass the word. • Engaging: It allows the consumer to weigh in. • Placed in context, visually and socially: You find NA where consumers are looking and its content is what the consumer wants to read. • Timely • High quality • Clearly labeled What it is…
  6. 6. • Jarring or off-kilter: If it doesn’t feel like it belongs, it is likely hurting both your brand and your client’s. • Annoying: Native advertising is about establishing a conversational relationship rather than a hard sell. • Deceptive: Though it seeks to be seamless within context, it is still clearly designated as advertising. • Self-referential: Most native advertising doesn’t directly mention the brand. What it isn’t…
  7. 7. “Big Media” is doing native and making money. But small market publishers cannot emulate their business model.
  8. 8. < Business Insider says that native advertising will continue to grow from 2013 to 2018, “in every year of the forecast period, native will grow faster than display.” Why do we need native?
  9. 9. • Resources: Fellowship paid for additional staff • Support: Regular brainstorm sessions, email exchanges • Science: Mizzou grad students conducting customer attitude survey • Exposure: Opportunity to test program and talk, blog about it Reynolds Journalism Institute Fellowship rjionline.org
  10. 10. • More than 100 pitches, with a close rate of 75%* • Attendance at regional “Lunch and Learns” topped 50% of invitees • Average time spent viewing: 1 minute, 15 seconds • Click-through rate around 5-7 percent • Significant increase (10-15 percent) in participation in special sections • On track to “significantly” increase digital ad revenue in 2015 Success!
  11. 11. Native: Step-by-step 1. Gauge demand and form a task force. Create timeline. 2. Develop a mission statement and guidelines for display, transparency, ownership of content, definition of terms. 3. Identify platforms to use and prepare technology infrastructure. 4. Determine resource allocation and training. 5. Set limits: How much is too much? 6. Determine pricing, analytics. This took APG Media 7 months
  12. 12. On the home page
  13. 13. Story page
  14. 14. Boosted post
  15. 15. Infographic
  16. 16. Listicle http://bit.ly/1Fu7Kk9
  17. 17. Quiz
  18. 18. Special sections: Buy a display ad at full price, get a native ad at half-price
  19. 19. Our first foray into Native in the daily print product
  20. 20. 40 under 40
  21. 21. Native: The APG way 1. Rep meets with client. Explain native. Are they interested? If so, what would be the goal of their ad/campaign? 2. Email or call native ad coordinator with the following: Contact info for client, goal if rep got it and a deadline for contact. 3. Native ad coordinator works up a proposal, sends it to client and rep. Starting this month, they will include pricing.
  22. 22. Native: The APG way 4. Yea or nay? If yea, native ad coordinator (and creative) creates the ad. 5. 48 hours before publication it goes to rep and client via email. 6. Feedback is taken, ad runs. Analytics are delivered 2 to 4 weeks later to rep and client.
  23. 23. Analytics What should we measure?
  24. 24. Opportunities? • Clients less interested in packages than “one-offs” • Not all sales staff work “consultatively” with their clients; some don’t “get it” • Clients struggle with subtlety of native • Time investment much greater than other ad forms • The slippery slope into advertorial
  25. 25. Here’s everything you need to get started http://www.rjionline.org/blog/wonderful-world-native-adve http://bit.ly/1vGRDac
  26. 26. Thank you! jsmith@faribault.com @FDNJaciSmith linkedin.com/JaciSmith
  27. 27. Subscribe (free) to RJI newsletters http://www.rjionline.org/subscribe

×