This document provides an overview of native advertising. It begins with a definition and history of native advertising, explaining how it is integrated advertising content designed to look like normal site content. It then discusses the types of native advertising units and provides examples. The document notes that native advertising is growing as consumers prefer valuable content over interruptive ads. It concludes by outlining the benefits of native advertising for advertisers, such as higher brand engagement and intent to purchase.
What is Native Advertising by IAB (Interactive Advertising Bureau)Piyush Pankaj
Native advertising has emerged both as an exciting new way for digital marketers to engage with the consumer, and as a new source of advertising revenue for publishers. “What is native advertising?” is a question that the industry has, almost frantically, been looking to answer since the term was first coined. While countless definitions have been proposed by nearly every industry insider, company, and journalist, no universally agreed-upon one has surfaced. This is because, to a large extent, native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer.
A great guide by IAB (Interactive Advertising Bureau. www.iab.net)
Solve Media-Native Advertising-White PaperKwesi Joseph
Native advertising is commercial content that matches the form and function of the environment in which it appears, such as appearing as an article on a news website. It aims to provide value to users by being relevant to their goals for using that platform. Some examples include search ads on Google, CAPTCHA replacements with brand messages, and sponsored social media posts. While native ads have potential to improve engagement over traditional banner ads, challenges include the resources required to create high-quality branded content and ensuring ads are clearly distinguished from organic content. Formats that directly help users accomplish their goals, like solving CAPTCHAs, tend to perform best.
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
This document provides an overview and guidance on native advertising and content marketing. It defines key terms and discusses various native advertising formats including in-feed units, recommendation widgets, social media units, and out-stream video ads. It also covers business models for native advertising, including how content is monetized through production and distribution fees. The document aims to help advertisers, publishers and marketers better understand native advertising and its opportunities to build meaningful consumer relationships.
Though display advertising is the most famous and sought after advertising technique, a few facts are ignore by advertisers. This deck helps understand those factors and suggest an alternative approach, native advertising.
Online advertising is one of the most important forms of marketing today. If you are not making yourself heard online then really you are going to miss out a huge amount of traffic. Online advertising refers to the use of websites and other online sites as advertising material.
Although this is not the greatest presentation, but i have managed to include some of the basics of web marketing. Currently i am doing SEO for a service in India. A newest of initiative in India which can take this part of the world to new heights....
Digital advertising in India has grown significantly over the past decade. It has grown from $1.14 billion in 2010 to an estimated $2.26 billion in 2012, a 54% increase, and is projected to reach $2.94 billion by 2013. Digital advertising includes various avenues like search, display, social media, email and mobile advertisements. Search and display currently dominate digital ad spending in India, but mobile advertising is growing rapidly due to increasing smartphone and mobile internet usage. Social media is also becoming an important platform for digital ads. The future of digital advertising in India is bright, as consumers continue adopting new technologies and advertisers refine their ability to precisely target audiences across multiple devices.
A presentation discussing the increasingly popular trend of Native advertising. Written as though we're presenting on a panel for an agency. Done for Advanced Media Strategies in the TexasMedia Sequence at the University of Texas at Austin.
What is Native Advertising by IAB (Interactive Advertising Bureau)Piyush Pankaj
Native advertising has emerged both as an exciting new way for digital marketers to engage with the consumer, and as a new source of advertising revenue for publishers. “What is native advertising?” is a question that the industry has, almost frantically, been looking to answer since the term was first coined. While countless definitions have been proposed by nearly every industry insider, company, and journalist, no universally agreed-upon one has surfaced. This is because, to a large extent, native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer.
A great guide by IAB (Interactive Advertising Bureau. www.iab.net)
Solve Media-Native Advertising-White PaperKwesi Joseph
Native advertising is commercial content that matches the form and function of the environment in which it appears, such as appearing as an article on a news website. It aims to provide value to users by being relevant to their goals for using that platform. Some examples include search ads on Google, CAPTCHA replacements with brand messages, and sponsored social media posts. While native ads have potential to improve engagement over traditional banner ads, challenges include the resources required to create high-quality branded content and ensuring ads are clearly distinguished from organic content. Formats that directly help users accomplish their goals, like solving CAPTCHAs, tend to perform best.
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
This document provides an overview and guidance on native advertising and content marketing. It defines key terms and discusses various native advertising formats including in-feed units, recommendation widgets, social media units, and out-stream video ads. It also covers business models for native advertising, including how content is monetized through production and distribution fees. The document aims to help advertisers, publishers and marketers better understand native advertising and its opportunities to build meaningful consumer relationships.
Though display advertising is the most famous and sought after advertising technique, a few facts are ignore by advertisers. This deck helps understand those factors and suggest an alternative approach, native advertising.
Online advertising is one of the most important forms of marketing today. If you are not making yourself heard online then really you are going to miss out a huge amount of traffic. Online advertising refers to the use of websites and other online sites as advertising material.
Although this is not the greatest presentation, but i have managed to include some of the basics of web marketing. Currently i am doing SEO for a service in India. A newest of initiative in India which can take this part of the world to new heights....
Digital advertising in India has grown significantly over the past decade. It has grown from $1.14 billion in 2010 to an estimated $2.26 billion in 2012, a 54% increase, and is projected to reach $2.94 billion by 2013. Digital advertising includes various avenues like search, display, social media, email and mobile advertisements. Search and display currently dominate digital ad spending in India, but mobile advertising is growing rapidly due to increasing smartphone and mobile internet usage. Social media is also becoming an important platform for digital ads. The future of digital advertising in India is bright, as consumers continue adopting new technologies and advertisers refine their ability to precisely target audiences across multiple devices.
A presentation discussing the increasingly popular trend of Native advertising. Written as though we're presenting on a panel for an agency. Done for Advanced Media Strategies in the TexasMedia Sequence at the University of Texas at Austin.
This document discusses and defines native advertising. It begins by explaining that native advertising aims to mimic the form and function of its environment, such as sponsored content that mimics a publisher's editorial content. However, native advertising encompasses a wide variety of digital content formats. The document then provides definitions and examples of different types of native advertising, such as sponsored content, social in-stream ads, and content recommendation widgets. It also discusses issues with metrics and scaling native advertising campaigns.
The document discusses strategies for improving the efficiency and ROI of influencer marketing campaigns. It recommends:
1) Defining clear goals and metrics to measure success and ROI.
2) Taking an omni-channel approach to extend the target audience across multiple digital and offline channels.
3) Leveraging data and technology to enable precise targeting and custom messaging at scale.
4) Testing different creative formats and messages to find the most effective approach.
December’s Design Museum Mornings features Jeremy Brady of HubSpot. Jeremy will speak on the history of advertising, including the relevancy and future of the medium. We’ll examine case studies where advertising is done right and horribly off the rails, as well as dive into what it takes to engage today’s audiences.
Online Advertisement in Service SectorRajat Gandhi
This presentation is about one of the growing era of service sector i.e Online Advertisement.
Here you find most of the detail regarding online advertisement, its source, Characteristic, Features, challenges, Yield management, Self service technologies, Uses etc.etc.
This document provides an overview of advertising on YouTube using in-stream ads. It discusses the different types of YouTube ads, prerequisites for creating ads, best practices for landing pages and video creation, and how to set up advertising campaigns. Campaigns can be targeted towards keywords, interests, video placements, or retargeting. Overall, the guide aims to explain how to leverage in-stream YouTube ads effectively and affordably to generate leads or sales.
This document discusses the evolution of online advertising and marketing strategies. It provides background on how online advertising developed from early banner ads in the 1990s to today's diverse online marketing approaches. Key points discussed include:
- Online advertising started with banner ads but has expanded to include paid search results, social media marketing, and integrating online and offline advertising strategies.
- Technologies like tracking IP addresses allow online platforms to learn more about users than traditional media, enabling targeted advertising.
- Successful companies now take a customer-centric approach, using social media to engage customers and build long-term relationships rather than just focusing on transactions.
- Modern marketing recognizes that customers are in control, so strategies must start by understanding customer
The Brand Marketer's Guide to In-Image AdvertisingTony Winders
Traditional display advertising has remained static for several years, while its performance has steadily declined. With relatively few alternatives to combat low engagement rates and "banner blindness," in-image advertising gives brands a scalable way to present targeted advertising as consumers view contextually relevant photos in-line with editorial content.
A comprehensive overview of the burgeoning in-image advertising category, the Brand Marketer's Guide to In-Image Advertising demonstrates how photos have become an important part of display advertising plans for the world's leading digital brands.
Responsible for the creative approach and execution for the project. Project consisted of a 24 page full color advertising plans book for Twitter. I was responsible for designing page templates, overseeing overall design of book, and overall design fluidity. Also responsible for assigning and monitoring other group member's assignments/tasks for the book. Andrey Levkiv helped with the marketing and data management of the entire project. Two other team members helped with this project.
This document discusses Snapchat's growth as an advertising platform over the past year. It outlines changes Snapchat has made, including allowing more targeted ads through user data and customization. Snapchat now offers metrics to measure ad engagement. The document also discusses various Snapchat ad formats like Live Stories, Sponsored Lenses and Geofilters. It provides examples of successful brand campaigns on Snapchat and argues Snapchat's personalized experience provides opportunities for brands to connect with customers.
Native Advertising is one of the emerging ad format which has been used by more and more brands, publishers and agencies. This Native Advertising Paper will also focus on how this form of advertising is changing the whole landscape of branding and how different start-ups are emerging in order to cater the needs of big brands wanting to advertise the "native" way.
This document provides an overview of the display advertising landscape and how it has evolved over time. It discusses how the rise of search advertising in the 2000s led to a decline in display advertising spending until 2005, when new technologies and platforms emerged to provide more control, efficiency and targeting capabilities for display. These included the birth of ad exchanges, demand side platforms, supply side platforms, and data exchanges. The document defines these key technologies and players, examines how they work and interact, and discusses how the current display ecosystem provides more options and transparency than earlier models. It also looks at expected continued growth and consolidation in the evolving display market.
This document discusses online display advertising and banner ad effectiveness. It provides information on different types of display ads like banner ads, interstitial banners, pop-ups, etc. It also discusses factors that influence banner ad effectiveness such as viewability, click-through rate (CTR), emotional appeals, incentives, credibility and acquiring the right customer. The document recommends that to maximize effectiveness, advertisers should consider viewability, optimize ad formats for higher CTR and focus on building brand image and credibility in addition to direct response. It also discusses how to allocate budgets optimally between content placement and ad networks to achieve higher CTR while minimizing risk.
Media Industry Trends for 2014 with Case Studies Amy Murray
Media, as a discipline, is moving away from the job of delivering messages to audiences and moving toward better understanding of how consumers receive and respond to communication.
This deck outlines consumer expectations for brand communications and how emerging media strategies are facilitating interaction between brands and consumers in a meaningful and bottom-line impacting way. Included are case studies on the topics of cross-channel campaigns, visual content, quality content & interactivity and how brands are successfully achieving these communication goals through mobile ads, video ads, native ads and rich media ads.
Driving Traffic to Your Mobile Apps & SitesDMIMarketing
Many Brands, Businesses and Mobile Developers make the mistake of developing and launching their apps without planning how to reach their target audience.
Native advertising is sponsored content that matches the style and tone of the publication it appears in. It aims to engage readers organically so they will share the content. Native ads see higher engagement and click through rates than traditional ads. Regulations require native ads be clearly labeled as sponsored content. To be successful, native ads must encourage natural interaction from users and generate interest in the brand.
Native Advertising and Content Marketing - White Paper - IAB Europe - Decembr...Romain Fonnier
Dans un livre blanc sur le native advertising et le content marketing, l’IAB Europe livre un aperçu de la manière dont ce type de contenus contribue à fournir de meilleures expériences publicitaires. La publication revient également sur les nouveaux types de formats et fournit des conseils sur la création et la distribution de ces publicités.
Ont notamment contribué à ce livre blanc, Stéphane Hauser (IAB France), Charlotte Diemer (Teads), Mick Loizou Michail (Yahoo), Jean-Paul Edwards (OMD), Libby Wright (MediaCom)…
This document provides an overview of native advertising and content marketing. It discusses how native advertising can enable meaningful relationships between consumers and brands by providing high-quality content that fits with the style and format of surrounding editorial content. The document also outlines key considerations for creating and distributing native advertising, including ensuring transparency and distinguishing advertising from editorial content. Publisher and advertiser perspectives on native advertising are presented.
Four forces reshaping the digital advertising landscapePwC España
Móviles y vídeo están llamados a cambiar los hábitos de los usuarios relacionados con el aumento del uso de nuevas tecnologías y el consumo de contenidos multimedia, expandiendo así el grado de interacción y el volumen del mercado de la publicidad, accesible ya en todo momento a través de los 4 canales protagonistas del estudio.
All types of advertising is beneficial to online and offline businesses. However choosing the type of advertising that is most suitable would give it the edge the campaign needs to take it to the next level. Banner ads will do that.
Table Of Contents
· Foreword
· Chapter 1: Banner Ads Intro
· Chapter 2: Types Of Banner Ads
· Chapter 3: Finding The Right Audience
· Chapter 4: Finding The Right Sources To Buy Banner Ads
· Chapter 5: The Objective
· Chapter 6: Who Does Banner Ads
· Chapter 7: What To Avoid
· Wrapping Up
101 guide to the basics of paid social media, complete with platform (Facebook, Twitter, YouTube, Vine, Outbrain, Tumblr & Snapchat) average spend and content size requirements for campaigns.
This document discusses and defines native advertising. It begins by explaining that native advertising aims to mimic the form and function of its environment, such as sponsored content that mimics a publisher's editorial content. However, native advertising encompasses a wide variety of digital content formats. The document then provides definitions and examples of different types of native advertising, such as sponsored content, social in-stream ads, and content recommendation widgets. It also discusses issues with metrics and scaling native advertising campaigns.
The document discusses strategies for improving the efficiency and ROI of influencer marketing campaigns. It recommends:
1) Defining clear goals and metrics to measure success and ROI.
2) Taking an omni-channel approach to extend the target audience across multiple digital and offline channels.
3) Leveraging data and technology to enable precise targeting and custom messaging at scale.
4) Testing different creative formats and messages to find the most effective approach.
December’s Design Museum Mornings features Jeremy Brady of HubSpot. Jeremy will speak on the history of advertising, including the relevancy and future of the medium. We’ll examine case studies where advertising is done right and horribly off the rails, as well as dive into what it takes to engage today’s audiences.
Online Advertisement in Service SectorRajat Gandhi
This presentation is about one of the growing era of service sector i.e Online Advertisement.
Here you find most of the detail regarding online advertisement, its source, Characteristic, Features, challenges, Yield management, Self service technologies, Uses etc.etc.
This document provides an overview of advertising on YouTube using in-stream ads. It discusses the different types of YouTube ads, prerequisites for creating ads, best practices for landing pages and video creation, and how to set up advertising campaigns. Campaigns can be targeted towards keywords, interests, video placements, or retargeting. Overall, the guide aims to explain how to leverage in-stream YouTube ads effectively and affordably to generate leads or sales.
This document discusses the evolution of online advertising and marketing strategies. It provides background on how online advertising developed from early banner ads in the 1990s to today's diverse online marketing approaches. Key points discussed include:
- Online advertising started with banner ads but has expanded to include paid search results, social media marketing, and integrating online and offline advertising strategies.
- Technologies like tracking IP addresses allow online platforms to learn more about users than traditional media, enabling targeted advertising.
- Successful companies now take a customer-centric approach, using social media to engage customers and build long-term relationships rather than just focusing on transactions.
- Modern marketing recognizes that customers are in control, so strategies must start by understanding customer
The Brand Marketer's Guide to In-Image AdvertisingTony Winders
Traditional display advertising has remained static for several years, while its performance has steadily declined. With relatively few alternatives to combat low engagement rates and "banner blindness," in-image advertising gives brands a scalable way to present targeted advertising as consumers view contextually relevant photos in-line with editorial content.
A comprehensive overview of the burgeoning in-image advertising category, the Brand Marketer's Guide to In-Image Advertising demonstrates how photos have become an important part of display advertising plans for the world's leading digital brands.
Responsible for the creative approach and execution for the project. Project consisted of a 24 page full color advertising plans book for Twitter. I was responsible for designing page templates, overseeing overall design of book, and overall design fluidity. Also responsible for assigning and monitoring other group member's assignments/tasks for the book. Andrey Levkiv helped with the marketing and data management of the entire project. Two other team members helped with this project.
This document discusses Snapchat's growth as an advertising platform over the past year. It outlines changes Snapchat has made, including allowing more targeted ads through user data and customization. Snapchat now offers metrics to measure ad engagement. The document also discusses various Snapchat ad formats like Live Stories, Sponsored Lenses and Geofilters. It provides examples of successful brand campaigns on Snapchat and argues Snapchat's personalized experience provides opportunities for brands to connect with customers.
Native Advertising is one of the emerging ad format which has been used by more and more brands, publishers and agencies. This Native Advertising Paper will also focus on how this form of advertising is changing the whole landscape of branding and how different start-ups are emerging in order to cater the needs of big brands wanting to advertise the "native" way.
This document provides an overview of the display advertising landscape and how it has evolved over time. It discusses how the rise of search advertising in the 2000s led to a decline in display advertising spending until 2005, when new technologies and platforms emerged to provide more control, efficiency and targeting capabilities for display. These included the birth of ad exchanges, demand side platforms, supply side platforms, and data exchanges. The document defines these key technologies and players, examines how they work and interact, and discusses how the current display ecosystem provides more options and transparency than earlier models. It also looks at expected continued growth and consolidation in the evolving display market.
This document discusses online display advertising and banner ad effectiveness. It provides information on different types of display ads like banner ads, interstitial banners, pop-ups, etc. It also discusses factors that influence banner ad effectiveness such as viewability, click-through rate (CTR), emotional appeals, incentives, credibility and acquiring the right customer. The document recommends that to maximize effectiveness, advertisers should consider viewability, optimize ad formats for higher CTR and focus on building brand image and credibility in addition to direct response. It also discusses how to allocate budgets optimally between content placement and ad networks to achieve higher CTR while minimizing risk.
Media Industry Trends for 2014 with Case Studies Amy Murray
Media, as a discipline, is moving away from the job of delivering messages to audiences and moving toward better understanding of how consumers receive and respond to communication.
This deck outlines consumer expectations for brand communications and how emerging media strategies are facilitating interaction between brands and consumers in a meaningful and bottom-line impacting way. Included are case studies on the topics of cross-channel campaigns, visual content, quality content & interactivity and how brands are successfully achieving these communication goals through mobile ads, video ads, native ads and rich media ads.
Driving Traffic to Your Mobile Apps & SitesDMIMarketing
Many Brands, Businesses and Mobile Developers make the mistake of developing and launching their apps without planning how to reach their target audience.
Native advertising is sponsored content that matches the style and tone of the publication it appears in. It aims to engage readers organically so they will share the content. Native ads see higher engagement and click through rates than traditional ads. Regulations require native ads be clearly labeled as sponsored content. To be successful, native ads must encourage natural interaction from users and generate interest in the brand.
Native Advertising and Content Marketing - White Paper - IAB Europe - Decembr...Romain Fonnier
Dans un livre blanc sur le native advertising et le content marketing, l’IAB Europe livre un aperçu de la manière dont ce type de contenus contribue à fournir de meilleures expériences publicitaires. La publication revient également sur les nouveaux types de formats et fournit des conseils sur la création et la distribution de ces publicités.
Ont notamment contribué à ce livre blanc, Stéphane Hauser (IAB France), Charlotte Diemer (Teads), Mick Loizou Michail (Yahoo), Jean-Paul Edwards (OMD), Libby Wright (MediaCom)…
This document provides an overview of native advertising and content marketing. It discusses how native advertising can enable meaningful relationships between consumers and brands by providing high-quality content that fits with the style and format of surrounding editorial content. The document also outlines key considerations for creating and distributing native advertising, including ensuring transparency and distinguishing advertising from editorial content. Publisher and advertiser perspectives on native advertising are presented.
Four forces reshaping the digital advertising landscapePwC España
Móviles y vídeo están llamados a cambiar los hábitos de los usuarios relacionados con el aumento del uso de nuevas tecnologías y el consumo de contenidos multimedia, expandiendo así el grado de interacción y el volumen del mercado de la publicidad, accesible ya en todo momento a través de los 4 canales protagonistas del estudio.
All types of advertising is beneficial to online and offline businesses. However choosing the type of advertising that is most suitable would give it the edge the campaign needs to take it to the next level. Banner ads will do that.
Table Of Contents
· Foreword
· Chapter 1: Banner Ads Intro
· Chapter 2: Types Of Banner Ads
· Chapter 3: Finding The Right Audience
· Chapter 4: Finding The Right Sources To Buy Banner Ads
· Chapter 5: The Objective
· Chapter 6: Who Does Banner Ads
· Chapter 7: What To Avoid
· Wrapping Up
101 guide to the basics of paid social media, complete with platform (Facebook, Twitter, YouTube, Vine, Outbrain, Tumblr & Snapchat) average spend and content size requirements for campaigns.
In today's digital age, where the online dating sites scene is booming, effective advertising is crucial for dating site ads to stand out and attract the right audience.
This document provides an overview of journey-based advertising. It begins by discussing the evolution of digital ads and how they have become more targeted and relevant. It then defines journey-based advertising as tailoring ad targeting and creative based on the buyer's journey. The document outlines the awareness, consideration, and decision stages. It also discusses adapting journey-based advertising for search and social platforms. Finally, it provides examples of how to implement journey-based advertising for a fitness studio across different digital advertising strategies and platforms.
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
Newspapers are facing challenges adapting to the digital age. This document outlines strategies for newspapers to generate revenue through digital advertising, including embedding ads within content, participation-based ads, branding content experiences for advertisers, packaging events with advertisers, extending content through social media, and providing added value services. It discusses focusing on leveraging social media, addressing depressed advertising rates, engaging younger audiences, and improving mobile advertising. Examples provided include embedding ads respectfully within content at a 4:1 ratio, showing ads after user participation, fully integrating advertiser branding, and using print to promote online events and content.
Native Ads Vs Display Ads Everything You Need To Know.pdfFraction Digital
Native advertising has evolved from a novel advertising
approach to a mainstream media channel over the
past few years. While many advertisers have now
started using native advertising, it is lesser known for its
reliability to rely brand awareness.
Within this special edition of The SoDA Report, industry leaders brainstorm and discuss creative opportunities for programmatic native advertising. How can marketers, agencies, and publishers build better creative designs that mesh well with their content experiences? How can we be creative in a world that is component-based? Authors from Fancy Pants Group, Voltage, Big Spaceship and Google share real-life examples of challenges, modifications, successes and tools to continue the conversation of creating compelling digital creative.
This document summarizes 4 key trends in Facebook advertising for 2014 based on data from 2013:
1) Marketers have embraced native advertising in Facebook's News Feed, allocating over half their budgets to News Feed placements which drive higher engagement and lower costs than traditional ads.
2) Facebook users have rapidly adopted mobile, with 74% using the platform mobile. Advertisers have responded by separating mobile and desktop campaigns and using mobile app install ads.
3) Custom Audiences that allow retargeting of engaged customers prove most cost-effective, with costs 64% lower than broad targeting.
4) Advertisers using creative rotation strategies achieved 35% higher click-through rates, indicating users prefer fresh creatives.
Dating Advertising: Get More Leads with Dating Ad PlatformDating Ads
In the realm of online dating ads, visibility is key. With the surge in popularity of dating apps and websites, it's crucial for businesses in this industry to stand out. That's where dating ad network come into play.
Research conducted by Pretarget and Yahoo shows that 27% of consumers searched for a
business after seeing a display ad, and conversions increased by 59% when users did searches
related to display ads. So, it is obvious that display advertising is vital in accelerating your
business.
If you are keen on online business, “Singlebag” is here for you to make your business dream
come true while being able to operate your business with ease. Start and run your very own
business effectively with Singlebag and promote your brand with display advertising.
The document provides a framework for discussing native advertising options with the goal of reducing marketplace confusion. It identifies six main types of native ad units and provides guidelines for how advertisers should evaluate these units. Specifically, it recommends advertisers consider how the ad fits with the page design, its function, integration, buying/targeting options, measurement metrics, and disclosure. The framework is intended to establish a common language for discussing native ads and focus the industry on effectiveness rather than debates over ad unit definitions.
This document discusses how publishers can use personalization to address challenges in growing and monetizing their digital audiences. It outlines how personalization can help publishers improve discoverability of their content online, deliver a better content experience to keep readers engaged, grow their email lists, and improve monetization efforts. The key aspects of personalization discussed are segmenting audiences based on interests and behaviors to tailor content, calls-to-action and other experiences. It also provides guidance on collecting data about readers to power personalization, such as through forms or gated content.
Brands are increasingly becoming publishers as they seek to directly engage consumers across proliferating digital channels and platforms. However, most brands fail at publishing due to a lack of strategic vision, talent, processes, and technical infrastructure needed to continuously create and publish high-quality, engaging content. To succeed, brands must invest in these four key areas and treat content as a valuable asset by developing meaningful content tailored to each audience and stage of the consumer journey. They must also establish agile processes to rapidly test, learn from, and publish new content on an ongoing basis.
This document provides a framework for classifying and evaluating different types of native advertising. It identifies six main categories of native ad units: in-feed units, search units, recommendation widgets, promoted listings, in-ad units with native elements, and custom/can't be contained units. It also provides guidelines for disclosing paid native advertising, including that the disclosure must be clear, prominent, and unambiguously convey that the content is paid advertising. The framework is intended to help standardize terminology and evaluations of native ads.
2. 2
“There is a renaissance underway in digital advertising
that is driving brands, publishers and consumers to
communicate with each other in more personal and
natural ways. Native advertising is an important piece
of this evaluation.”
- Patrick Albano, Yahoo
3. 3
What is Native Advertising?
History of Native Advertising
Types of Native Advertising
Native Advertising Going Forward
Chron.com Native Options
04
09
12
14
15
4. 4
A
dvertising is constantly adapting
in order to reach audiences
in new ways. In an evolving
marketplace where different types of
content and media are integrated in to our
daily lives, the need for advertistements
in the form of content that provide value
alongside the content we’re already
choosing becomes paramount.
N ative advertising has emerged
both as an exciting new way
for digital marketers to engage
with the consumer, and as a new source
of advertising revenue for publishers.
Older formats of display advertising live
in the margins and compete with each
other for the user’s attention. However,
native advertising is unique in that it lives
within the space where users are already
consuming online content. It prevails by
providing something of value to the user
experience in the form of entertainment,
information or meaningful insights while still
offering a product, service or point of view.
Native Ads
Are Viewed
More than
banner ads2
53%
DesktopNativeAd
MobileNativeAd
1. Dedicated Media - The Power of Native Advertising http://www.dedicatedmedia.com/articles/the-power-of-native-advertising
5. 5
are contextually relevant, fully branded
custom content that are integrated
seamlessly into the overall design of
the host site so that
they look and feel
like a part of the
publisher’s editorial
stream.
Unlike traditional
forms of display advertising, a native
ad does not sit in a banner placement
or as an overlay that interrupts the site,
Native Advertisements
but is rather highly targeted and
delivered into the flow of the user’s
experience in a user-initiated, non-
interruptive way.
It is important to note that native
ads do not attempt to blur the lines
between editorial and advertising.
The publisher and advertiser
must clearly label the ad unit as a
branded or sponsored message
and the consumer should be able to
distinguish between paid advertising
and editorial content.
“[It’s] a form of paid
media where the ad
experience follows
the natural form
and function of the
user experience in
which it is placed.”3
3. Sharethrough CEO Dan Greenberg
6. 6
Form
Is the
advertisement
consistent with the
overall design of
the page that it is
on? How well is it
integrated into the
viewer’s activity
stream
Function
Is the function of
the ad consistent
with placements
similar to its content
type? How well
does it evoke a
similar experience
to comparable
content?
Integration
Is the ad integrated
well-enough into
the page, that it
blends into its
surroundings?
Buying &
Targeting
Is the ad being
bought exclusively
for a website, or for
a network of sites,
and how does
that align with its
available targeting
options?
Measurement
What kind of data
is available for
measuring the
ad’s success?
Disclosure
Is the
advertisement
being properly
disclosed to
viewers as paid for
content?
Source: All info from HubShout - What is Native Adverticing and How Does It Impact Consumers?
http://hubshout.com/?What-is-Native-Advertising-and-How-Does-It-Impact-Consumers-A-Statistical-Survey&AID=1178
before
considering
native
advertising.
The
Interactive
Advertising
Bureau
identifies
native
advertising
by using
the
following
questions:
Ask
Yourself
7. 7
According to Flite.com, the reason top
publishers are turning to native advertising
is because it “allows advertisers to use
publisher brand equity and audience to
influence advertiser brand perception.”4
This has a powerful effect of stimulating
a higher level of engagement while
maintaining trust between user and brand.
By changing their messages from
unwelcome interruptions to a natural,
integral part of how people consume
information, advertisers can deliver high-
quality articles that feel more like featured
stories. This offers brands the opportunity
to interact and engage with consumers
in the online places where they are
already spending most of their time while
genuinely improving the user experience.
Since native ads are user initiated, users
opt to engage with editorial content that
is generally just as compelling as the rest
of the site’s content and actually holds
value with them. Ultimately, this interaction
results in stronger consumer/brand
relationships, increasing brand affinity.
Furthermore, the transparent disclosure
of the sponsored post garners trust
between the publisher/advertiser and the
consumer. Consumers don’t seem to care
one way or another if the content they are
viewing is sponsored or not, as long as
brands continue to publish content that is
interesting and entertaining.
Content Drives
Interaction Between
User &Brand
4. Flite.com - 9 Examples of native Advertising
http://www.flite.com/downloads/Flite-Native-Ads_eBook.pdf
8. 8
Native advertising has deep roots in all forms of
modern media. Although it is a groundbreaking
approach to digital advertising, it is not a new
concept but rather it is being transformed into the
digital space. From the newspaper and magazine
advertorial to paid programming/infomercials on
broadcast TV and sponsored radio broadcasts,
sponsored content can be found throughout the
history of media.
Most web users are very familiar with the
sponsored search results that appear on the
top and right sides of Google, Bing and Yahoo!
search results pages, which were arguably the
very first form of native advertising online.
Social networks such as Facebook, Instagram
and Twitter have since followed suit by creating
native advertising platforms that allow advertisers
to reach their customers in a much less obtrusive
way by offering content that is relevant to the
user within the normal stream of content that was
previously generated by their friends.
Consumers are increasingly turned off by
traditional interruptive ad experiences such
as banners, boxes, buttons and pop-ups,
ignoring 99.8% of the ads displayed to them
online.5
Therefore, it is imperative that branded
content remain consistently integrated with
the user experience and visual design of a
publisher’s site.
Additionally, with the advent of mobile devices
where traditional display advertising is
incompatible, technology has called for a more
robust, scalable medium that is also content
driven in a format and style that consumers
find acceptable.
“The future of digital marketing is going to be
native,” says Forbes Insights. This is because
it offers brands the opportunity to captivate
their target audience and make them want
to find out more. Forbes Insights goes on to
say, “creativity is evolving alongside the native
medium [and] together they are producing a
new, direct way for brands to connect and
entertain audiences across the web.”6
history of
Native Advertising
5. Solve Media - Native Advertising In Context http://news.solvemedia.com/post/37787487410/native-advertising-in-context-infographic
6. Forbes Insights in association with Sharethrough – Going Native http://www.sharethrough.com/wp-content/uploads/2014/03/ForbesInsights_
Sharethrough_GoingNative.pdf
9. 9
Interruptive and more integrated with the user
experience – “Advertisers and publishers aspire
to deliver paid ads that are so cohesive with the
page content, assimilated into the design, and
consistent with the platform behavior that the
viewer simply feels that they belong.”7
7. IAB - The Native Advertising Playbook http://www.iab.net/media/file/IAB-Native-Advertising-Playbook2.pdf
there are two traits
common to all native ads
Aim to be Less
A statement which indicates that the native
ad is content that has been paid for by an
advertiser. Common language includes
“sponsored content,” “promoted content,”
“advertisement,” etc.
Disclosure Language
10. 10
Paid Search Units
Paid search ads are promoted direct-response
ads that appear along with search results.
These ads are presented in a format and layout
similar to organic results, except that they are
indicated to be sponsored.
The Interactive Advertising Bureau defines
six core types of native ad units in its
“Native Advertising Playbook”
In-Feed Units
In feed-ads can take on two forms:
1. Sponsored articles/content – comprised
of sponsored content that simply mirrors
the form and function of other content
available in a feed
2. In-feed promotions – appear in-stream,
but instead of being “content ads” they
focus on direct response and link to
content off of the site.
Types of Native Advertising
Forbes Yahoo Facebook Yahoo Google Bing
11. 11
Recommendation Widgets
Recommendation widgets allow sites to
monetize their traffic by recommending
content via a widget. Advertisers can then
spend to have a preview of their content
featured in these widgets. One big difference
in this category is that many of the other
native ad units mimic surrounding content for
a more native feel. Recommendation widgets
take the opposite approach—they tend to
always look the same, even from site to site.
The native experience for these widgets then
comes from the consistent user experience
across many sites, which allows them to still
blend in to some degree.
Promoted Listings
Promoted listings are a type of direct response
ad that matches the browsing experience that is
somewhat similar to in-feed promotions and paid
search ads. These ads have their own category
because they are found on sites that do not have
traditional editorial content. The native product
promotion on shopping sites like Etsy and
Amazon are examples of this type of native ad.
Types of Native Advertising continued...
Taboola Disqus Gravity Etsy amazon Google
12. 12
Types of Native Advertising continued...
In-Ad with Native Element Units
Some native ads are simply too specific to a
platform to be contained in a group. These ads
are obviously native, but are too custom to be
contained in one of the above types. Examples
include Spotify and Pandora’s sponsored
playlists, as well as Flipboard’s signature native
ads. As the industry evolves, new native ad
categories will likely emerge from the most
prevalent in this bunch.
Custom or “Can’t Be Contained”
These are native ads that do not fit neatly
within any of the above groups. They are
simply too platform-specific and too custom
to be contained in any category. Custom
platforms such as Spotify and Pandora
playlists, Tumblr and Flipboard are some
examples of native ads that “can’t be
contained.”
EA Martini
Media
Onespot hearst spotify pandora
Images and Examples from IAB - Native Advertising Playbook http://www.iab.net/media/file/IAB-Native-Advertising-Playbook2.pdf All other info from
Flite.com - The Six Core Types of Native Ads http://blog.flite.com/home/2014/3/25/the-six-core-types-of-native-ads#.VBM1nMJdWZI
13. 13
Native advertising is the newest evolution in online marketing and it is clearly here to stay.
Native benefits both advertisers and consumers alike, helping to form a different kind of
relationship between the two that is more mutually beneficial than traditional forms of display
advertising.
Consumers looked at sponsored content 53 percent more frequently than banner ads. Native
ads generated 9 percent higher brand affinity lift and 18 percent higher purchase intent
response than banners.8
Advertisements are no longer locked solely in the right rail or leaderboard ad spaces of the
publisher’s website and can now be integrated into the user’s natural activity stream of content.
Users are 67.2% more willing to click on and interact with sponsored articles than banner ads9
because they actually provide the user with valuable content that is entertaining, informative or
in tune with their daily lives.
Native Advertising Going Forward
8. IPG Media Lab and Sharethrough http://www.sharethrough.com/2013/05/infographic-native-advertising-effectiveness-study-by-ipg-media-labs/
9. HubShout - What is Native Advertising and How Does It Impact Consumers? http://hubshout.com/?What-is-Native-Advertising-and-How-Does-It-
Impact-Consumers-A-Statistical-Survey&AID=1178
14. 14
In tune with people’s lives, what they’re thinking about now
• Answers questions
• Provides information
• Provides entertainment….an escape
• Touches people’s emotions….positive or negative. Be bold!
• Connects with categories that are critical to their everyday lives
• Food, home, health, education, auto, and doing stuff
What is Valueable Native Content?
15. 15
Creatively placed articles on relevant websites with high value content
will help to make more customers aware of the products and services
offered by the brand that is sponsoring the article. This increases brand
awareness while helping to generate leads at the top of the traditional
sales funnel as well as helping to convert existing and new customers
at the bottom of the sales funnel.
Most publications have begun or are planning to offer native advertising
on their digital site, proving that the trend is being increasingly
integrated into brands’ overall marketing efforts. Moreover, 70% of
internet users say that they would rather learn about products through
content rather than through traditional advertisements10
, solidifying
native advertising as a revolutionary marketing strategy that will
continue to be a crucial part of an advertiser’s marketing plan for the
foreseeable future.
what is
Valueable Native Content?
10. MDG Advertising http://www.mdgadvertising.com/blog/the-shift-to-native-advertising-in-marketing-infographic/
16. 16
Higher Brand Engagement - 70% of consumers prefer to learn about
products through content, spending on average 3x the average TV commercial
with the content in native ads and your brand
Higher Click Through Rates - Increase response rates by up to 30x
including sharing of your native program via social media for a multiplier effect
Higher Intent to Purchase - Consumers who view your native
advertising have a 53% higher intent to purchase your goods or services
How does native advertising
benefit advertisers?
Sources: MDG Advertising http://www.mdgadvertising.com/blog/the-shift-to-native-advertising-in-marketing-infographic/ Dedicated Media The
Power of Native Advertising http://www.dedicatedmedia.com/articles/the-power-of-native-advertising IPG Media Lab & Sharethrough http://
www.iab.net/media/file/Sharethrough-IPG-Infographic-11x17-CMYK_nobleeds.pdf
17. 17
Designed to give your brand maximum
exposure, Hearst premium native
advertising program places your
sponsored message where the most
consumers enter the site. Placements
are located on the Homepage
immediately below the breaking news
story of the day, as well as available on
Desktop and Mobile.
Advertisers can target consumers
engaged with specific categories of
content or across our national network
of 1600 sites with the Hearst Premium
Native Advertising Program.
Chron’s Native Offerings
18. 18
Pricing and Metric Strategies
CPM
Cost per thousand impression is a common currency but doesn’t capture the
key value point of social native advertising of social “shares” and quality of
impressions (accidental click versus reading article, sharing with friends).
Sponsorships
Pricing is more of an art than science. It is value-based pricing but may end up
with higher CPMs vs other pricing models and it may not be sustainable.
Bundling
Value-based pricing but if it is used effectively can achieve client goals by
matching inventory to consumer purchase journey stage in the sales funnel.
Are you looking to brainstorm ideas on your native advertising campaign?
Contact the experts at Houston Chronicle Media Group
marketing@chron.com 713-489-1415
Chron’s Native Advertising