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NATIVE 
ADVERTISING 
LANDSCAPE 
SEPTEMBER 2014 
Antti Leino 
@anttileino
“the less an advertisement looks 
like an advertisement, and the 
more it looks like editorial, the 
more readers stop, lo...
THERE ARE THREE FACTORS DRIVING THE INTEREST TOWARDS 
NATIVE ADVERTISING AND GROWTH OF NATIVE AD SPENDING 
1 
2 
3 
BANNER...
THREE PARAMETERS TO DEFINE ADVERTISING 
UNDER TERM NATIVE ADVERTISING 
IT´S PAID ADVERTISING 
Differentiates native 
adver...
BASED ON OUR DEFINITION THERE HAS BEEN NATIVE 
ADVERTISING CHANNELS MORE THAN WE THINK 
PRODUCT 
PLACEMENT 
PRINT 
ADVERTO...
THERE ARE MORE ADVERTORIALS. IF YOU 
REMOVE THE BRAND, IT LOOKS LIKE A 
PUBLICATION 
David Ogilvy´s “Guinness Guide to Oys...
MORE NATIVE ADVERTISING SOLUTIONS: 
SPONSORED AND BRANDED CONTENT 
Sponsored content: SAP on Forbes.com 
Branded content: ...
BY DEFINITION FACEBOOK AND TWITTER FAILS 
THE DEFINITION OF NATIVE ADVERTISING 
NEITHER ARE PUBLISHERS. 
SAME GOES WITH GO...
1 IN-FEED 
ADVERTISING 
2 IN READ 
ADS 
3 RECOMMENDATION 
LINKS 
4 CUSTOM 
CONTENT 
IDENTIEFIED FOUR TYPES OF 
MODERN NATI...
1 IN-FEED ADVERTISING 
Sponsored posts on Facebook. Promoted tweets on Twitter
2 IN READ ADS 
Google AdWords. Bing. Yahoo.
3 RECOMMENDATION LINKS 
We have all seen these recommend content from “Around the Web” 
All these links do is push users t...
4 CUSTOM CONTENT
NATIVE ADVERTISING HELPS BRANDS TO CHANGE THE WAY THEY 
COMMUNICATE WITH AUDIENCE 
FROM INTERRUPTING 
We don’t have to be ...
SUCCESSFUL NATIVE ADVERTISING 
REQUIRES CONTENT STRATEGY 
Content portability 
Earned media component 
Reach the right tar...
WAIT. THERE IS MORE. WHAT IS THE 
DIFFERENCE BETWEEN NATIVE ADVERTISING 
AND CONTENT MARKETING? 
SIMPLE. 
NATIVE ADVERTISI...
THANKS
Natiivimainonta 2014
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Natiivimainonta 2014

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Natiivimainonta 101 esitys asiakkailleni, syyskuu 2014

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Natiivimainonta 2014

  1. 1. NATIVE ADVERTISING LANDSCAPE SEPTEMBER 2014 Antti Leino @anttileino
  2. 2. “the less an advertisement looks like an advertisement, and the more it looks like editorial, the more readers stop, look and read” David Ogilvy 1956
  3. 3. THERE ARE THREE FACTORS DRIVING THE INTEREST TOWARDS NATIVE ADVERTISING AND GROWTH OF NATIVE AD SPENDING 1 2 3 BANNER BLINDNESS We are spammed with interruptive messages every day. More effective way of display advertising is needed MOBILE USAGE High penetration of devices, uncluttered environment and ads in content feed MARKETS Digital display market is changing: growing number of network vendors and declining CPMs because of ad exchanges Native advertising is naturally visible and catches the attention 14% of internet users remember the last ad they saw. 8% recall the company or product promoted SOURCE: BANNERBLINDNESS.ORG 04/2013
  4. 4. THREE PARAMETERS TO DEFINE ADVERTISING UNDER TERM NATIVE ADVERTISING IT´S PAID ADVERTISING Differentiates native advertising from PR and Content marketing IN EDITORIAL FORMAT Visual look of native ads match the environment ads are sown MEETS AUDIENCE EXPECTATIONS Native ads match contextually the environment they are presented
  5. 5. BASED ON OUR DEFINITION THERE HAS BEEN NATIVE ADVERTISING CHANNELS MORE THAN WE THINK PRODUCT PLACEMENT PRINT ADVERTORIALS IN-GAME ADVERTISING Native advertising is an old concept but there is a new hype.
  6. 6. THERE ARE MORE ADVERTORIALS. IF YOU REMOVE THE BRAND, IT LOOKS LIKE A PUBLICATION David Ogilvy´s “Guinness Guide to Oysters Source: http://www.copyblogger.com/examples-of-native-ads/ IBM on The Atlantic -publication Evli Bank on Taloussanomat.fi
  7. 7. MORE NATIVE ADVERTISING SOLUTIONS: SPONSORED AND BRANDED CONTENT Sponsored content: SAP on Forbes.com Branded content: Dell on NY Times Sponsored content is what publisher creates paid by the marketer Branded content where the brand creates the content for the publisher
  8. 8. BY DEFINITION FACEBOOK AND TWITTER FAILS THE DEFINITION OF NATIVE ADVERTISING NEITHER ARE PUBLISHERS. SAME GOES WITH GOOGLE ADWORDS. IT´S ALL USER GENERATED CONTENT, NOT EDITORIAL. BRANDS PAY TO GET A PLACE IN MEDIA IT´S ADVERTISING ON THE OTHER HAND. SPONSORED POSTS, SEARCH ANDS PROMOTED TWEETS APPREAR IN-FEED OR LISTINGS AND PROMOTED CONTENT COULD BE SEEN AS ADVERTORIALS NATIVE ADVERTISING
  9. 9. 1 IN-FEED ADVERTISING 2 IN READ ADS 3 RECOMMENDATION LINKS 4 CUSTOM CONTENT IDENTIEFIED FOUR TYPES OF MODERN NATIVE ADVERTISING
  10. 10. 1 IN-FEED ADVERTISING Sponsored posts on Facebook. Promoted tweets on Twitter
  11. 11. 2 IN READ ADS Google AdWords. Bing. Yahoo.
  12. 12. 3 RECOMMENDATION LINKS We have all seen these recommend content from “Around the Web” All these links do is push users to content on other publishing sites, with a few commercial mixed in. There are networks to run these ads CPC-based
  13. 13. 4 CUSTOM CONTENT
  14. 14. NATIVE ADVERTISING HELPS BRANDS TO CHANGE THE WAY THEY COMMUNICATE WITH AUDIENCE FROM INTERRUPTING We don’t have to be loudest or funniest any more to get noticed TO BE MOST ENGAGING High awareness Incresed brand lift & purchase intent
  15. 15. SUCCESSFUL NATIVE ADVERTISING REQUIRES CONTENT STRATEGY Content portability Earned media component Reach the right target audience Transparency Good relationship with publishers Value: useful and relevant information Measurable KPIs Content strategy = common message, tone, voice, editorial & copy guidelines
  16. 16. WAIT. THERE IS MORE. WHAT IS THE DIFFERENCE BETWEEN NATIVE ADVERTISING AND CONTENT MARKETING? SIMPLE. NATIVE ADVERTISING IS ALWAYS PAID MEDIA, PAID CONTENT. IT`S MEANING IS TO DRIVE ONLINE USERS TOWARDS BRAND`S OWN MEDIA. GREAT CONTENT MARKETER IS A PUBLISHER. THINK RED BULL OR GE. CONTENT MARKETING IS TO INFORM, EDUCATE AND/OR ENTERTAIN ANY ONLINE USR WHO VISITS BRAND´S OWN DIGITAL DESTINATION “GREAT NATIVE ADS ARE CONTENT THAT CAPTURES IT´S AUDIENCE BUT ULTIMATELY THERE IS MEASURABLE GOAL TO ACHIEVE”
  17. 17. THANKS

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