The New Advertorial: How Native Ads are Changing Publishing

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Native advertising is the shiniest of toys for digital publishers and brand marketers. Are native ads a promising new online ad format, or do they threaten to poison the well of brand communications? Here's an overview, and some tips for publishers and marketers.

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The New Advertorial: How Native Ads are Changing Publishing

  1. 1. The New Advertorial: Title goes here How Native Ads are Changing Publishing
  2. 2. Today’s Discussion • • • • • Shifting Dynamics Evolution Examples Debate Do’s & Don’ts
  3. 3. Jump in Anytime
  4. 4. In Search of a Better Ad Model • Banner blindness – 31% of display ads are never seen – 99.8% of banners are ignored – 40% of mobile clicks are either accidental or fraudulent • CPMs under pressure – Programmatic buying on the rise – Avg online eCPM: $2.66-$3.50 – Avg mobile eCPM: $0.88-$1.07 Sources: Trademob, TechCrunch, comScore, MoPub, Forrester, Kleiner Perkins Caufield & Byers
  5. 5. Brands are Becoming Publishers
  6. 6. But They Need Help Outsourcing + challenges = opportunity
  7. 7. Opportunity = Native Advertising • Content provided by an advertiser • Integrated into editorial design • Non-interruptive • Clearly labeled
  8. 8. A Brief History
  9. 9. Coining a Term • “Native monetization systems” – Facebook Sponsored Stories – Google AdWords – Promoted Tweets Fred Wilson, Union Square Ventures Photo credit: Joi Ito via Flickr
  10. 10. Early Examples 1 2 3
  11. 11. Native Pioneer: Forbes • Reader acceptance • ‘Most read’ on Forbes • 30+ partners • 20% of total ad revenue in 2013
  12. 12. Native Pioneer: BuzzFeed
  13. 13. A New Model for Media? • 600-700 “social content advertising” programs in 2013 • ~$60 million in revenues • Brand lift
  14. 14. Plenty of Trial and Error • Not vetted for quality • Misaligned with the brand • Negative comments deleted
  15. 15. Not Just for Mega-Brands
  16. 16. Accidentally Native
  17. 17. Evolving Formats ‘Native display’ • Integrates videos & other rich media • Promotes content, not products
  18. 18. Everyone’s Jumping On the Bandwagon
  19. 19. Not Everyone Is a Fan • “Insidious” • “A very slippery slope” • “Destroying the village in order to save it”
  20. 20. Do’s and Don’ts • DO: Clearly label native ads as content provided by an advertiser – “sponsored content” ≠ “sponsor content” • DON’T: Deceive your readers Intentionally opaque
  21. 21. Do’s and Don’ts • DO: Use real bylines • DON’T: Write about the company or its products
  22. 22. Do’s and Don’ts • DO: Vet sponsor content for tone, style, substance • DON’T: Dilute your editorial brand
  23. 23. Do’s and Don’ts • DON’T: Ask your editors to create native ad content • DO: Outsource to a freelancer or consider hiring a “brand editor”
  24. 24. Do’s and Don’ts • DON’T: Track the same old campaign metrics • DO: Measure what matters – Time spent – Social sharing – Clicks within post – Brand lift
  25. 25. Do’s and Don’ts • DON’T: Give native ads away as “addons” • DO: Charge a premium for the privilege Prime real estate!
  26. 26. Closing Thoughts • Test & learn • Be transparent • Protect your brand
  27. 27. Questions?
  28. 28. Thank You • Email: rob@emediavitals.com • Twitter: @roboregan • LinkedIn: http://www.linkedin.com/in/roboregan

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