A L L A B O U T N AT I V E
A D V E R T I S I N G
M A R C H 2 0 T H - A A F J A C K S O N

M A R K E T I N G C O N S U LTA N T,
S P E A K E R & F R E E L A N C E W R I T E R
B R I A N H O N I G M A N
@ B R I A N H O N I G M A N

M Y M O M S E N T M E T H I S N AT I V E A D F R O M
D O V E - N AT I V E A D V E R T I S I N G W O R K S

T H E O V E R S AT U R AT E D L A N D S C A P E
@ B R I A N H O N I G M A N

@ B R I A N H O N I G M A N
Y O U A R E M O R E L I K E LY T O C L I M B M O U N T
E V E R E S T T H A N C L I C K O N A B A N N E R A D .
S O U R C E : S O LV E M E D I A

@ B R I A N H O N I G M A N
Y O U A R E M O R E L I K E LY T O G E T I N T O
M I T T H A N C L I C K A B A N N E R A D .
S O U R C E : H U B S P O T

@ B R I A N H O N I G M A N
Y O U A R E M O R E L I K E LY T O B I R T H
T W I N S T H A N C L I C K A B A N N E R A D .
S O U R C E : S O LV E M E D I A

@ B R I A N H O N I G M A N
8 0 % O F P E O P L E S E E D I S P L AY A D S
T H AT A R E N O T R E L E VA N T.
S O U R C E : M E D I A P O S T

@ B R I A N H O N I G M A N
T H E AV E R A G E C L I C K - T H R O U G H R AT E
O F D I S P L AY A D S I S 0 . 1 % .
S O U R C E : D O U B L E C L I C K ( G O O G L E )

@ B R I A N H O N I G M A N
A B O U T 5 0 % O F C L I C K S O N M O B I L E
A D S A R E A C C I D E N TA L .
S O U R C E : G O L D S P O T M E D I A

@ B R I A N H O N I G M A N
A F T E R S E E I N G A P R E - R O L L A D , 2 9 . 3 % A R E M O R E L I K E LY T O
V I E W A B R A N D “ U N FAV O R A B LY ” O R “ V E RY U N FAV O R A B LY ”
T H A N T H O S E W H O H AV E N ’ T.
S O U R C E : S H A R E T H R O U G H

@ B R I A N H O N I G M A N
A N A LT E R N AT I V E AT T E N T I O N G R A B B E R ?
N AT I V E A D V E RT I S I N G .

@ B R I A N H O N I G M A N
W H AT I S N AT I V E A D V E R T I S I N G ?
It comes in many different forms.

@ B R I A N H O N I G M A N
W H AT I S N AT I V E A D V E R T I S I N G ?
It’s pay to play.

@ B R I A N H O N I G M A N
W H AT I S N AT I V E A D V E R T I S I N G ?
It’s useful content, not a pure ad.

@ B R I A N H O N I G M A N
W H AT I S N AT I V E A D V E R T I S I N G ?
It’s delivered in-stream.

@ B R I A N H O N I G M A N
W H AT I S N AT I V E A D V E R T I S I N G ?
Supposed to be clearly labeled as advertising.
S O U R C E : S H A R E T H R O U G H

O P E N V S . C L O S E D N AT I V E A D S
1. Open Native Ads:
2. Closed Native Ads:

@ B R I A N H O N I G M A N
O K AY, I T ’ S S TA R T I N G T O M A K E S E N S E .
B U T, W H AT D O E S N AT I V E
L O O K L I K E I N T H E W I L D ?

@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G

@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G

@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G

@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G

@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G

@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G

@ B R I A N H O N I G M A N
S O U N D S C O O L .
N O W, W H O U S E S N AT I V E ?

@ B R I A N H O N I G M A N
W H O U S E S N AT I V E A D V E R T I S I N G ?
Fortune 500 Brands.

@ B R I A N H O N I G M A N
W H O U S E S N AT I V E A D V E R T I S I N G ?
Medium & Small Businesses.

@ B R I A N H O N I G M A N
Publishers.

@ B R I A N H O N I G M A N
I T ’ S A L L C O M I N G T O G E T H E R .
H O W D O I B E N E F I T ?

@ B R I A N H O N I G M A N
B E N E F I T S O F N AT I V E
F O R A D V E R T I S E R S
1. Higher ad effectiveness, less add blindness.
S O U R C E : S H A R E T H R O U G H

@ B R I A N H O N I G M A N
B E N E F I T S O F N AT I V E
F O R A D V E R T I S E R S
2. Increased brand perception, higher engagement.

@ B R I A N H O N I G M A N
B E N E F I T S O F N AT I V E
F O R A D V E R T I S E R S
3. Highly customizable to campaign needs,
depending on outlet of choice.

@ B R I A N H O N I G M A N
B E N E F I T S O F N AT I V E
F O R P U B L I S H E R S
1. Seamless user experience, not disrupted by ads.

@ B R I A N H O N I G M A N
B E N E F I T S O F N AT I V E
F O R P U B L I S H E R S
2. New revenue stream with better results.
+ = 146,766 Social Actions

@ B R I A N H O N I G M A N
T H E B E N E F I T S A R E C L E A R .
W H AT D O E S I T TA K E T O D O
N AT I V E W E L L ?

@ B R I A N H O N I G M A N
S E L F - S E R V E N AT I V E A D S - S T E P 1
Identify an audience and their interests.

@ B R I A N H O N I G M A N
Create content that matches the interests of that audience.
S E L F - S E R V E N AT I V E A D S - S T E P 2

@ B R I A N H O N I G M A N
Locate a channel of distribution that matches your
audience’s consumption habits.
S E L F - S E R V E N AT I V E A D S - S T E P 3

S E L F - S E R V E N AT I V E A D S - S T E P 4
@ B R I A N H O N I G M A N
Pay for added distribution, making use of targeting.

S E L F - S E R V E N AT I V E A D S - S T E P 5
@ B R I A N H O N I G M A N
Measure results and iterate.
Performance
Engagement
Awareness
0 17.5 35 52.5 70

H O W T O D O C U S T O M / / P R E M I U M
N AT I V E A D V E R T I S I N G C A M PA I G N S
@ B R I A N H O N I G M A N
1. Follow similar steps.
!
2. Partner with publishers.
!
3. Create ongoing campaigns.
!
4. Measure and repeat.

@ B R I A N H O N I G M A N
A L M O S T D O N E .
W H O C A N I L O O K T O A S A
L E A D E R I N N AT I V E A D S ?

E X A M P L E S O F S U C C E S S - G E N E R A L E L E C T R I C
@ B R I A N H O N I G M A N
Science Fair held on Vine, showcased on Tumblr.

E X A M P L E S O F S U C C E S S - G E N E R A L E L E C T R I C
@ B R I A N H O N I G M A N
Best user Vine’s featured throughout social accounts.

E X A M P L E S O F S U C C E S S - G E N E R A L E L E C T R I C
@ B R I A N H O N I G M A N
Promoted post on Mashable, shared 47.4k times.

E X A M P L E S O F S U C C E S S - D E S P I C A B L E M E 2
@ B R I A N H O N I G M A N
318,330 Tumblr reblogs204,264 Tumblr reblogs
One of the most liked & reblogged
Tumblr ads of 2013.

E X A M P L E S O F S U C C E S S - D E S P I C A B L E M E 2
@ B R I A N H O N I G M A N
Created sponsored content on BuzzFeed to further
boost campaign.

E X A M P L E S O F S U C C E S S - I B M
@ B R I A N H O N I G M A N
IBM hosted a content hub on The Atlantic.

E X A M P L E S O F S U C C E S S - I B M
@ B R I A N H O N I G M A N
Featured articles, videos, visuals &
more leading to 29K+ social shares to date.

E X A M P L E S O F S U C C E S S - S A P
@ B R I A N H O N I G M A N
SAP extensively experiments with native ads across
different publishers with relevant audiences.

E X A M P L E S O F S U C C E S S - S A P
@ B R I A N H O N I G M A N
SAP’s column on Business Insider of their original
content, syndicated content & other content from BI.

E X A M P L E S O F S U C C E S S - S A P
@ B R I A N H O N I G M A N
Sponsored articles generated each week based on the
tech questions of Mashable readers.

T H A N K S F O R L I S T E N I N G !
A N Y Q U E S T I O N S ?
@ B R I A N H O N I G M A N
!
B R I A N T H O N I G M A N @ G M A I L . C O M