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5 Ways To Fail At Native Advertising by @PStaunstrup

  1. 1. Native 5ways to fail at Pontus Staunstrup @PStaunstrup Advertising
  2. 2. What’s native advertising? @PStaunstrup It’s paid ads with the same look and feel as the editorial content on a media site. Native advertising should be clearly marked as ads, so no one is deceived The goal is to tell stories in such a way that they add value to the visitors But here are five ways you can really fail at native….
  3. 3. 1. Ignore the platform @PStaunstrup If you really want to fail at native, never bother with making your content fit the media platform. Publish the same kind of corporate content you would use in your own channels The truth: Every media platform has its own unique feel. Its way of talking, its views and how it describes the world. Your native ads must fit into this.
  4. 4. 2. Inside-out thinking @PStaunstrup If you really want to fail at native, pick topics only people in the company find interesting. And make sure to use words and acronyms that only they will understand The truth: With native ads you’re addressing an audience that will only engage with content that’s relevant and meaningful to them. Make sure your content really is like that.
  5. 5. 3.Trick the reader @PStaunstrup If you really want to fail at native, make sure your ads are not clearly marked. That way visitors to the platform will feel cheated and tricked. It will do wonders for your brand. The truth: Because native ads are supposed to look like editorial content it’s very, very important that they are clearly marked as advertisement.
  6. 6. 4. Focus on selling @PStaunstrup If you really want to fail at native, make your content all about the hard sell. Pepper it with promotional copy and don’t include anything that provides value to the visitors. The truth: Native ads on media platforms works much better if you tell stories that inspire and engage the audience.
  7. 7. 5. Skimp on quality @PStaunstrup If you really want to fail at native, make sure your content isn’t created by talented content producers. In fact, why not just throw some old banner copy out there. The truth: When we create native ads we should strive for the same high quality as editorial content often have.
  8. 8. Native advertising has great potential @PStaunstrup But it depends on everyone involved in working with it. Brands, publishers and agencies. Otherwise visitors to media sites will just ignore your ads. So make sure you respect the audience and the platforms. Make sure the ads are clearly marked. And tell the stories as well as you possibly can. Good luck with your native advertising!
  9. 9. Questions, comments? @PStaunstrup @PStaunstrup pontusstaunstrup

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  • slbsanasi

    Nov. 9, 2015
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    Nov. 9, 2015
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    Nov. 9, 2015
  • PetraRanhem

    Nov. 18, 2015
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    Apr. 18, 2018

Native advertising can be a great way to engage with the audience on a media platform. But to be successful you have to avoid some traps - like these five ways to fail at native ads.


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