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The State of Native Advertising


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Presentation from Content Marketing Institute's Joe Pulizzi on the State of Native Advertising, including multiple examples of what Native Advertising is, the goals of Native, and what publishers and media companies need to think about when approaching a content marketing solution for advertisers and clients.

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The State of Native Advertising

  1. @JoePulizzi JOE PULIZZI’S PRESENTATION: Thoughts on Native Advertising
  2. @JoePulizzi Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers.
  3. @JoePulizzi What is Native Advertising? • A Directly Paid Opportunity • Usually Content Based • Delivered In-Stream Source: IAB
  4. @JoePulizzi are more likely to survive a plane crash than have someone click on your banner ad...
  5. @JoePulizzi The goal of native advertising (at least for definition purposes) is: • to not disrupt the user experience • to offer information that is somewhat helpful and similar to the other information on the site… • so that the content is engaged with at a higher rate than, say, a banner ad
  6. @JoePulizzi State of Native Advertising • 62% of publishers and media companies offer some kind of native advertising program. • 66% of brands create their own content for native advertising programs (in most other cases, the publishers assist in creating the content for the brand). • The most popular forms of native advertising are sponsored blog posts (65%), sponsored articles (63%) and Facebook sponsored updates (56%). Hexagram's State of Native Advertising report
  7. @JoePulizzi Why? 1. Media brands and social platforms are aggressively offering native advertising products. 2. Brands now spend approximately 25 to 30 percent of their budget on content marketing initiatives. 3. There is a renewed passion in the advertising community around native. This "new advertising" (even though it's not new at all) has given hope to media buyers around the world that something can perform better than a banner ad.
  8. @JoePulizzi
  9. @JoePulizzi Native from Twitter
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  11. @JoePulizzi Outbrain Recommendations on Fast Company
  12. @JoePulizzi The Awl
  13. @JoePulizzi BrandVoice $50-75k mo. 25% of ad revenue
  14. @JoePulizzi Edit Standards Commenting
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  17. @JoePulizzi Buzzfeed 1. $100 million in revenues in 2014 2. Sales team and creative department work together to pitch the business. 3. 1.3 Social Lift (+3 for every 10)
  18. @JoePulizzi BuzzFeed • Sponsored content group – major responsibilities are writing all the advertorials and “who play a big part in the pitch process for new business.” • Big Idea group– The Big Idea group’s major responsibility is coming up with larger integrations and initiatives– things that involve a big spend beyond just the post. • In house designers – responsible for custom graphics and info graphics “to design into bigger integrations; and then they work with the product team to make those a reality.” • Photo team — responsible for taking all the photos in house. • Plus one copyeditor and one project mananager Forbes
  19. @JoePulizzi Guardian Labs
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  22. @JoePulizzi How NYT Does It 1. Separate Group 2. Story Ideas come from NYT 3. Content Lives Forever 4. Not Shared via Social Media 5. No Comments 6. Must Pass Current Editorial Guidelines
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  24. @JoePulizzi Revenue Sources 1. Advertising 2. Subscriptions 3. Premium content 4. Events 5. Cross-media promotion 6. Crowdfunding 7. Micropayments 8. Philanthropy/Donations 9. Product Sales Read more: zine/story/2014/05/marc-andreesen- why-im-bullish-on-the-news- 105921.html#ixzz30hjiViXc
  25. @JoePulizzi Recommendations 1. Tread Lightly 2. Always a separate group (not the newsroom) 3. Focus on off-site content programs 4. Keep current editorial standards 5. Must integrate sales
  26. @JoePulizzi Joe Pulizzi