Joe Pulizzi presented on native advertising. He defined native advertising as paid content that aims to not disrupt the user experience and provide helpful information similar to other site content. Pulizzi discussed the growing popularity of native advertising, with 62% of publishers offering native programs and brands allocating 25-30% of budgets to content marketing. Popular native ad formats include sponsored articles and blog posts. Pulizzi provided examples of native ads from Twitter, Outbrain, The Awl, and Forbes. He also outlined how The New York Times and Buzzfeed approach 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
...you 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.

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Native from Twitter

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Outbrain Recommendations on Fast Company

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The Awl

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BrandVoice
$50-75k mo.
25% of ad
revenue

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Edit Standards
Commenting

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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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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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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: http://www.politico.com/maga
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
joe@contentinstitute.com