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How To Find Success With Native 
Advertising ! 
Rebecca Lieb, Industry Analyst 
@lieblink | altimetergroup.com 
September ...
2 Agenda 
Agenda! 
! 
! 
1. Defining Native 
Advertising! 
2. Why Native? ! 
3. Recommendations! 
© 
2013 
Al)meter 
Group
ONE! 
Defining Native Advertising!
EVERYONE’S TALKING ABOUT 
NATIVE ADVERTISING.! 
! 
SO, WHAT IS IT?! 
4!
“Native advertising is a form of 
converged media that combines 
paid and owned media into a form of 
commercial messaging...
Native Advertising Sample: Mashable! 
Sponsored content is clearly labeled in every appearance.!
Native Advertising Samples: Facebook! 
Sponsored Posts are clearly labeled in the News Feed.!
TWO! 
Why Native Advertising?!
Why Native Advertising?! 
§ Banner blindness! 
§ Skipped pre-roll ads! 
§ Eroding email engagement rates! 
§ Fragmente...
49x ! 
More clicks generated by Facebook 
Page Post ads than traditional onsite 
ads, at 45% less cost.! 
Source: Koetsier...
Native Advertising Brings 
Opportunities to the Entire Ecosystem! 
Publishers! 
Native 
Advertising 
Ecosystem! 
Social 
P...
Native Advertising: Pros!
Native Advertising: Cons!
THREE! 
Recommendations!
Native Advertising: Critical Elements for Success!
16! 
Transparency, 
Disclosure, and Trust! 
1. Disclose that the placement is 
commercial in nature. ! 
2. Link to policie...
17! 
Content Strategy! 
1. Put in place a foundational 
content strategy prior to native 
executions.! 
2. Document govern...
18! 
Collaboration! 
1. Encourage internal 
collaboration. ! 
2. Incentivize external 
collaboration — this is the 
brand’...
19! 
Earned Component! 
Native advertising is an example of 
converged media. ! 
! 
It’s a combination of paid and 
owned ...
20! 
Content Portability! 
1. Create native advertising 
executions that can be socially 
sharable.! 
2. Track the content...
21! 
Training! 
1. Provide content strategy 
training at the brand level.! 
2. Train sales teams in native 
advertising of...
22! 
Ability to Scale! 
1. Native advertising campaigns are 
usually “exclusive” and cannot be 
reduplicated elsewhere.! 
...
23! 
Measurement! 
1. Develop Key Performance 
Indicators (KPIs) for each native 
advertising campaign.! 
2. Use caution w...
We asked brands, 
agencies and vendors 
to rate the maturity of 
the Converged Media 
24! 
space….! 
Open Research! 
“Defi...
THANK YOU! 
Rebecca Lieb! 
rebecca@altimetergroup.com! 
rebeccalieb.com/blog! 
Twitter: lieblink! 
! 
! 
Disclaimer: Altho...
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How to Find Success With Native Advertising By Rebecca Leib

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From the SMX East 2014 Conference in New York City, NY. SESSION: Defining & Mapping The Native Advertising Landscape. PRESENTATION: How to Find Success With Native Advertising - Given by Rebecca Lieb, @Lieblink, Analyst - Altimeter Group. #SMX #12A

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How to Find Success With Native Advertising By Rebecca Leib

  1. 1. How To Find Success With Native Advertising ! Rebecca Lieb, Industry Analyst @lieblink | altimetergroup.com September 30, 2014 | #nativeadvertising
  2. 2. 2 Agenda Agenda! ! ! 1. Defining Native Advertising! 2. Why Native? ! 3. Recommendations! © 2013 Al)meter Group
  3. 3. ONE! Defining Native Advertising!
  4. 4. EVERYONE’S TALKING ABOUT NATIVE ADVERTISING.! ! SO, WHAT IS IT?! 4!
  5. 5. “Native advertising is a form of converged media that combines paid and owned media into a form of commercial messaging that is fully integrated into, and often unique to, a specific delivery platform.”! Altimeter Group, 2013! 5!
  6. 6. Native Advertising Sample: Mashable! Sponsored content is clearly labeled in every appearance.!
  7. 7. Native Advertising Samples: Facebook! Sponsored Posts are clearly labeled in the News Feed.!
  8. 8. TWO! Why Native Advertising?!
  9. 9. Why Native Advertising?! § Banner blindness! § Skipped pre-roll ads! § Eroding email engagement rates! § Fragmented consumer attention! § Increasing level of automation in programmatic digital advertising! § Downward price pressure on classic display advertising!
  10. 10. 49x ! More clicks generated by Facebook Page Post ads than traditional onsite ads, at 45% less cost.! Source: Koetsier, Josh, “Facebook news feed ads generate 49 times more clicks at 45% less cost (study).” 10!VentureBeat. June 27, 2013. !
  11. 11. Native Advertising Brings Opportunities to the Entire Ecosystem! Publishers! Native Advertising Ecosystem! Social Platforms! Technologies! Agencies!Brands!
  12. 12. Native Advertising: Pros!
  13. 13. Native Advertising: Cons!
  14. 14. THREE! Recommendations!
  15. 15. Native Advertising: Critical Elements for Success!
  16. 16. 16! Transparency, Disclosure, and Trust! 1. Disclose that the placement is commercial in nature. ! 2. Link to policies that govern such placement.! 3. Provide a channel for inquiry.!
  17. 17. 17! Content Strategy! 1. Put in place a foundational content strategy prior to native executions.! 2. Document governance around voice, tone, brand, edit, and copy guidelines.! 3. Subject native ad creative to the approval of the content strategy governing body.!
  18. 18. 18! Collaboration! 1. Encourage internal collaboration. ! 2. Incentivize external collaboration — this is the brand’s responsibility. ! 3. Ensure teams are agile, able to learn quickly, and apply what they’ve learned to other campaigns and channels.!
  19. 19. 19! Earned Component! Native advertising is an example of converged media. ! ! It’s a combination of paid and owned media. Factoring in ways to share or otherwise amplify the message can greatly contribute to extending the campaign’s reach.!
  20. 20. 20! Content Portability! 1. Create native advertising executions that can be socially sharable.! 2. Track the content that most resonates in social channels.! 3. Maintain libraries of content that break down into discrete units of text that can be deployed quickly in a variety of formats.!
  21. 21. 21! Training! 1. Provide content strategy training at the brand level.! 2. Train sales teams in native advertising offerings and advantages.! 3. Train creative, account teams, media buyers, and others in the ecosystem on native tactics and strategies.!
  22. 22. 22! Ability to Scale! 1. Native advertising campaigns are usually “exclusive” and cannot be reduplicated elsewhere.! 2. Publisher-created content for native executions is often contractually limited to that publisher’s platform.! 3. Many vendor solutions do scale and travel, but at the expense of being native in the strictest sense.!
  23. 23. 23! Measurement! 1. Develop Key Performance Indicators (KPIs) for each native advertising campaign.! 2. Use caution with overly publisher-centric metrics that gauge campaign effectiveness.! 3. Measure native advertising effectiveness against a converged media model.!
  24. 24. We asked brands, agencies and vendors to rate the maturity of the Converged Media 24! space….! Open Research! “Defining and Mapping the ! Native Advertising Landscape”! ! !
  25. 25. THANK YOU! Rebecca Lieb! rebecca@altimetergroup.com! rebeccalieb.com/blog! Twitter: lieblink! ! ! Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.!

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