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Native Advertising
This document discusses native advertising and its rise. It begins with definitions of key terms like native advertising, content marketing, and digital/brand agencies. It then provides a brief timeline of media history from the printing press to today. Guidelines and policies for native advertising are important to manage expectations and align stakeholders. There are various types of native ads and best practices include ensuring quality, transparency, and meeting audience needs. Metrics and multi-platform campaigns are also discussed. The document concludes with an exercise to design a hypothetical native advertising campaign.
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Native Advertising
- 1. NATIVE ADVERTISING MDIF WORKSHOP@ AXEL SPRINGER | 8 NOV 2018 MATTHEW BUCKLAND
- 2. HOW DID WEGET HERE? THE RISE AND RISE OF NATIVE ADVERTISING
- 3. First, some definitions Agencyprogrammatic Programmatic offerings across a range of media (+can include Google, FB). Usually media agencies, startups Facebook, Google programmatic Advertising offerings exclusively by Google & FB. NOT “Native Advertising” but in own category Content marketing Marketing discipline where brand owns media as an asset, focuses on owning media, not renting it Native Advertising Brands rent/pay for the placement of content on platforms outside of their own media Digital Agency/Media Agency Services multiple clients and brands, offering marketing, advertising & media. Hire out of ad schools Brand studios/Native ad studio Inhouse studio of media company, bringing together journalism & digital marketing disciplines. Usually 1X client VS VS VS
- 4. 14th Century RENAISSANCE PRINTING PRESS 1993 FIRSTBANNER IS SOLD 1990s INTERNET ARRIVES: MEDIA AMONGST FIRST PIONEERS 1996 DIGITAL ASSOCIATIONS & STANDARDS (iAB etc) 2004- GOOGLE ADS 2007- FACEBOOK ADS 2012.. PROGRAMMATIC DISPLAY ADS 1900s MASS MEDIA AGE OF TV & RADIO A brief timeline of the rise & disruption of media SEARCH, SOCIAL, MOBILE ERAPRE-SOCIAL, SEARCH
- 7. Media business model ischanging adapting & innovating THEPAST THEFUTURE DIVERSIFY REVENUES PLATFORMS FORMATS PAYWALLS SHOW SUCCESS BEYOND FINANCIAL MEDIA …AND ? A NEW FOCUS ON QUALITY & COMMUNITY NOT SCALE NATIVE ADVERTISING INNOVATION IN THE AGE OF FAKE NEWS & ADVERTISING MOBILE & DESKTOP DISPLAY AD INNOVATION Banner ad revival?
- 9. GOVERNANCE OF NATIVE ADVERTISING THENEED FOR POLICIES, GUIDELINES & RULES FOR EDITORIAL, COMMERCIAL, READERS & CLIENTS
- 10. Guidelines & policies Acollaborative exercise by management with sales & editorial teams Weed out grey areas/ambiguity, as that creates uncertainty, friction… and mistakes Establish clear rules & principles, governing core values of editorial independence, reader trust Establish firm boundaries, rules & examples wrt to display, positioning of Native content Important where guidelines represented: Visible to all stakeholders, multiple locations Should involve internal AND external stakeholders It is important that the organisation is UNITED on these policies
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- 12. THE 4 PILLARS EDITORIAL SALES AUDIENCE ADVERTISERS ALIGNMENT Createan NA policy: Establish clear processes + ground rules. How identified? Where sits on site? Types of articles? Approval & sign off? Weed out ambiguity Sales team to be trained on benefits, boundaries, new processes. Must communicate to client as part of the sales interaction + part of rate card Establish trust & transparency with readers. Explain why you are doing NA & ensure its clearly marked. Publish your NA policy online. Never ever deceive Manage expectations upfront, establish clear boundaries & principles with advertisers. Educate advertisers. Guidelines on rate card, contracts/IOs etc INTERNAL STAKEHOLDERS Organisational EXTERNAL STAKEHOLDERS
- 13. KEY INSIGHTS IMPORTANCE OFNATIVE ADVERTISING
- 14. Types of NativeAds Native Ad content can be explicit or subtle (but always labelled). Research shows that less explicit call-to- actions are more effective advertising. FIVE key types: • Contextual: Content relates to the environment or category in which the sponsor and its potential customers operate, often exploring and explaining complex issues • Thought leadership: Content, usually produced by the advertiser, highlights sponsor expertise on topics that are relevant to a publication’s readership. May involve influencers. • Tips and advice: Content offers practical tips in areas that may relate to the sponsor’s product • Promotional or sponsored: Content features the sponsoring organization but may or may not have a call to action or direct sales pitch. Often content is directly about the organisation • Independently produced journalism: Advertiser agrees to sponsor content about a topic but has no influence on what any particular story on the topic will say SOURCE: TOW-KNIGHT CENTER FOR ENTREPRENEURIAL JOURNALISM
- 15. Types of NativeAds Contextual A computer company writing about a relevant, interesting issue “How Millennials are shunning offices” or a feature on emerging shared workspaces in a city. (The company wants to sell computers) Thought leadership CEO or employee of company or brand writes about merging tech innovation & trends related to that company’s field as a positioning exercise. Or a piece with a leading category influencer Tips and advice Campaign for a home insurance company, offering advice and tips on how to get the best deal when buying a house and what to look for, or issues exploring moving house Promotional or sponsored Advertiser announces the arrival of a new product and a special deal for readers of publication, not subtle at all Independently produced journalism A technology company commissions media company for a multimedia feature on “Top 30 tech entrepreneurs in Ecuador” as a positioning exercise to be associated with excellence
- 16. Native Ads bestpractice Craft quality: Sponsored content must meet storytelling craft standards, be relevant to audience of publication. Engaging content more readily shareable. Better to produce inhouse Tone: Highly promotional stories usually prove ineffective and may heighten public scepticism Transparency: Clear labelling and explanation of source or sponsor helps allay concerns about sponsored content Infrastructure: In-house content creating teams help ensure quality + “fit” with the publication’s editorial voice and tone. Content supplied by third parties such as sponsors or networks may or may not be a good fit. SOURCE: TOW-KNIGHT CENTER FOR ENTREPRENEURIAL JOURNALISM
- 17. SOURCE: TOW-KNIGHT CENTERFOR ENTREPRENEURIAL JOURNALISM Pricing: Develop price structure that takes into account reach, engagement of content, including production costs. Don’t forget strategy, client management, creative/concept fees. Agencies charge ph. With exception of promotional content, it’s a premium ad placement. Expectations & analytics: Set sponsor expectations at outset, including the notion sponsored content may not be a vehicle for direct sales. Provide custom analytics that prove results. Multi-platform, multi-format: A native ad campaign should extend beyond your site (eg: Social media) and use multiple formats to build “pricing menu” for the client Native Ads best practice
- 18. GROUP EXCERCISE ONGOING SUPPORT,GROUP EXERCISE AND FEEDBACK TOOLS, RESOURCES, NETWORKING
- 19. A major insurancecompany, Prudential, approaches your media company’s Branded Studio and asks for a Native Advertising campaign promoting their Home Insurance product. Using the StoryFuel Content Matrix generate a branded content campaign, flighted as a series over a one month period, which encompasses at least FIVE formats and FIVE content ideas. REMEMBER: The content needs to be engaging and interesting to readers. The advertising message need not be explicit. CREATE A NATIVE AD CAMPAIGN
- 21. Describe your campaignfor Prudential’s Home Insurance product: …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… YOUR NATIVE AD CAMPAIGN
- 22. How would thecampaign be distributed? Where will it be placed? …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… YOUR NATIVE AD CAMPAIGN Describe your approach with regards to charging the client for the campaign …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………
- 23. Based on whatyou have heard at Native Advertising Days and today’s session, describe FIVE strategic interventions or changes you will make to further grow Native Advertising as a revenue stream at your company 1…………..………………………………………………………………………………………………………. …………………………………………………………………………………………………………………….. 2…………..………………………………………………………………………………………………………. …………………………………………………………………………………………………………………….. 3…………..…………………………………………………………………………………………………….… …………………………………………………………………………………………………………………….. 4…………..…………………………………………………………………………………………………….… …………………………………………………………………………………………………………………….. 5…………..………………………………………………………………………………………………………. …………………………………………………………………………………………………………………….. THE FUTURE
- 24. Your Dropbox Toolkit NativeAdvertising Trends in News Media - INMA The Digital Advertising Stats You Need for 2018 – AppNexus The Rise of Native Ads in Digital News - TOW-KNIGHT CENTER FOR ENTREPRENEURIAL JOURNALISM IAB “ Native Advertising Playbook “ (an oldie, but a goodie!) StoryFuel Story Idea Guide – Tell better stories StoryFuel Content Matrix Federal trade commission – Native Advertising Guide for Business
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