Three quarters of OPA brands currently offer native advertising with the potential to reach 90% by the end of the year. Marketers partner with OPA sites to leverage their brand equity and drive consumer engagement. Best practices include clearly labeling native content, ensuring it is discoverable, and providing value to readers on par with original content.
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.
7 Essential Best Practices for Digital Media PlanningJames Windrow
Whether you're working on your first digital media plan or trying to improve your understanding of the different media buying methods, these seven easy to understand steps will help you improve your strategies and deliver the best results.
This presentation, given at BarCamp Memphis 2011, provides a good overview of the online media planning process. If you are considering placing any ads online, be sure to take a look. Let us know if we can be of service.
MaxAxion is a specialist, performance focused digital media sales house connecting brands and agencies to their desired audiences using a combination of Low-tech (Wi-fi, SMS, Please Call Me), Programmatic & Premium digital advertising. For more info check out our website at:
http://maxaxion.co.za
For sales contact Shauna Carter on:
Shauna@maxaxion.co.za
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
What is Media Planning + Buying?
Media planning is the process of researching and recommending the best platforms to deliver your brand’s advertising message. Media buying is the execution of that plan. It’s what we do. At Richardson Media Group, we plan and implement your advertising campaign so you can reach your target audience and achieve your marketing objectives. It may sound simple, but an effective advertising campaign requires a solid understanding of your business, your goals, your audience and the ever-changing media landscape.
Now that you know the what, it’s time to get a better understanding of the how. In our newly released SlideShare presentation, we map out the five steps that go into developing and implementing a paid media advertising campaign.
Using Google & Facebook together will produce better results than either can achieve alone.
Join our webinar as our best Google Ads expert joins forces with our top Facebook expert to reveal how they use the world's top marketing platforms together to achieve mind-blowing results.
You'll discover:
• How to combine Facebook's targeting with Google's reach to create the perfect storm of effective messaging.
• How to use both platforms together to decrease your cost per click.
• How to create audiences and targeting strategies to ensure the right people are seeing your ads.
•
Don't settle for single-platform ads when you can have unbeatable cross-platform campaigns.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
Media Planning Approach in Employer Branding ContextAnandan Pillai
Media Planning in the context of Recruitment is very typical, given the context of niche demand and supply. This presentation helps one to think about leveraging various digital channels to solve Employer Branding / Recruitment Marketing problem.
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
With both the rise of content marketing and the decline in value of banners ads, marketers are faced with the challenge of finding new ways to attract and engage with users.
Content Ads (a form of native ads which users content as the ad itself) now offer marketers the means to promote their marketing content in a way that users will see, respond to and ultimately engage. Zemanta offers a platform that allows advertisers to programmatically create and manage content ad campaigns.
Zemanta's content ad platform allows marketers to organize their content, format the content dynamically for content ads, promote across the range of content ad networks and exchanges, automatically optimize and report across the entirety of their campaigns.
Presented by Ashley Sobel: July 7, 2017
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
The Science of Content Marketing: How to Create Predictable Revenue in the Pe...Heather Eng
At Content Marketing World 2017, NewsCred CEO and Co-founder, Shafqat Islam, spoke about how content marketing can drive predictable revenue for companies. In addition, he shared the NewsCred Methodology, NewsCred's proven playbook for driving and measuring content marketing ROI, and how NewsCred uses it.
MaxAxion is a specialist, performance focused digital media sales house connecting brands and agencies to their desired audiences using a combination of Low-tech (Wi-fi, SMS, Please Call Me), Programmatic & Premium digital advertising. For more info check out our website at:
http://maxaxion.co.za
For sales contact Shauna Carter on:
Shauna@maxaxion.co.za
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
What is Media Planning + Buying?
Media planning is the process of researching and recommending the best platforms to deliver your brand’s advertising message. Media buying is the execution of that plan. It’s what we do. At Richardson Media Group, we plan and implement your advertising campaign so you can reach your target audience and achieve your marketing objectives. It may sound simple, but an effective advertising campaign requires a solid understanding of your business, your goals, your audience and the ever-changing media landscape.
Now that you know the what, it’s time to get a better understanding of the how. In our newly released SlideShare presentation, we map out the five steps that go into developing and implementing a paid media advertising campaign.
Using Google & Facebook together will produce better results than either can achieve alone.
Join our webinar as our best Google Ads expert joins forces with our top Facebook expert to reveal how they use the world's top marketing platforms together to achieve mind-blowing results.
You'll discover:
• How to combine Facebook's targeting with Google's reach to create the perfect storm of effective messaging.
• How to use both platforms together to decrease your cost per click.
• How to create audiences and targeting strategies to ensure the right people are seeing your ads.
•
Don't settle for single-platform ads when you can have unbeatable cross-platform campaigns.
Google Display Network (GDN) : Building Brand Engagement Vũ Văn Hiển
This study will help advertisers and agencies make more-informed creative decisions about digital advertising. Readers will learn which ad formats can be used to reach specific branding goals as well as gain a better understanding of the impact on brand results of showing more ads to the same audience through greater frequency. In addition, we offer best practices and advice for how to make the most of any format.
Media Planning Approach in Employer Branding ContextAnandan Pillai
Media Planning in the context of Recruitment is very typical, given the context of niche demand and supply. This presentation helps one to think about leveraging various digital channels to solve Employer Branding / Recruitment Marketing problem.
Media Planning Process / Workflow
Deliverables for Client
Media Buying Types
Digital Targeting Types
Digital Ad Types
Digital Creative Specifications
Staying Current / Industry Shifts
With both the rise of content marketing and the decline in value of banners ads, marketers are faced with the challenge of finding new ways to attract and engage with users.
Content Ads (a form of native ads which users content as the ad itself) now offer marketers the means to promote their marketing content in a way that users will see, respond to and ultimately engage. Zemanta offers a platform that allows advertisers to programmatically create and manage content ad campaigns.
Zemanta's content ad platform allows marketers to organize their content, format the content dynamically for content ads, promote across the range of content ad networks and exchanges, automatically optimize and report across the entirety of their campaigns.
Presented by Ashley Sobel: July 7, 2017
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
The Science of Content Marketing: How to Create Predictable Revenue in the Pe...Heather Eng
At Content Marketing World 2017, NewsCred CEO and Co-founder, Shafqat Islam, spoke about how content marketing can drive predictable revenue for companies. In addition, he shared the NewsCred Methodology, NewsCred's proven playbook for driving and measuring content marketing ROI, and how NewsCred uses it.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
Tubular DealMaker - Analytics for Sponsored Video ContentTubular Labs
DealMaker helps brands and media partners build successful sponsored video campaigns. Sponsored video is the world’s fastest growing marketing channel. In 2017 there will be over 24B views on sponsored content - that’s over $1.2B in media value. But with thousands of competing media companies and millions of influencers, selecting the right partners to build effective campaigns is challenging.
Is your digital marketing strategy well defined? There's no denying we are firmly in the digital era and nearly every company needs a solid online presence to grow. This webinar is designed for experienced and new marketers starting out in digital marketing. In this slideshare, you will learn how to plan your digital marketing strategies with an overview on: budgeting, planning, channels, lists and segmentation (CRM), tools and tactics.
DIS: State of the Industry with MailOnline: Branded Engagement: Content Marke...Digiday
Marketers have long been embedding their brand into content experiences in some ingenious ways -- and with a wide range of results. Some brands are becoming adept publishers in their own right and tapping into the more trusted nature of valuable content vs. advertising copylines. But creating great content is not trivial, nor is building a loyal audience. MailOnline CMO Sean O’Neal presents the findings of the State of the Industry Survey and discusses how brands are thinking about content marketing in a way that achieves scale. He'll also explore best practices for measuring paid, owned and earned media value.
Presenter: Sean O’Neal, global CMO, MailOnline @MailOnline
Lazio Digilux is an Ernakulam-based Digital Marketing Agency Located in Thrikkakkara. We assist brands in connecting with their targeted customers through social media and other digital marketing tactics, allowing your company to stand out. Lazio Digilux specializes in developing creative and strategic plans to assist businesses in reaching their objectives. Whether it's developing a creative content strategy or launching effective campaigns, our team is committed to ensuring that your company receives the visibility and reach it requires. We are confident in our 100% customer satisfaction rate because we deliver on time and do not panic even in the most critical situations. We treat our employees and customers with dignity, which has contributed to our success. We place a premium on collaboration and quality work, which is why we've been able to form strong bonds with our clients. Lazio Digilux offers a variety of services such as social media marketing, search engine marketing, search engine optimization, web development, branding, logo design, graphic design, digital data security, photography, Google Ads, Videography, Digital Marketing, Ad campaign, Influencer Marketing
Your company's growth will be at your fingertips with Lazio Digilux.
Visible Wireless: Grass Roots Branding and Media PlanningMediaPost
Visible Wireless, a retail brand of Verizon, doubled down on social channels to find and cultivate communities that wanted an alternative telecom model. And in turn those communities have informed everything about how the brand grew – from product development even to media planning. What does a grass roots media strategy look like?
Looking back on the migration to real-time programmatic from traditional media direct sales and ad network models, one can see parallels in the evolution of connected tv media buys today. However, there are powerful voices and a complicit media machine swimming against the current of change in how television content is valued, bought and sold. Are recurring programmatic inventory buying & selling patterns that preceded CTV likely to repeat themselves?
First-Party Data Takes The Cake In A Post-Cookie WorldMediaPost
Shopper behavior has been disrupted and now, more than ever, consumers are in the driver’s seat. As third-party cookies go away and data privacy regulations increase, consumer trust is paramount and should be earned through value exchange. Discover how the power of Kroger Precision Marketing’s first party data and advanced targeting capabilities has changed the media advertising ecosystem by holding media accountable for driving real business outcomes.
Real-time buying for real-time events: Leveraging Programmatic TV for Live Ev...MediaPost
Be memorable in the streaming space and learn how to best leverage real-time events on Live OTT with highly engaged, leaned forward audiences no matter your budget. Hear from one of the largest vMVPDs the value of executing live events programmatically and bring your strategy to the next level.
The Right Audience for the Job: Cadillac’s First Party Data Engine MediaPost
The Cadillac brand has been designing a new model (for consumer data, that is), which is aerodynamically suited to the next generation of information highway. It is powered by a single point of truth first party data engine that makes the company’s use of third party data more accurate and efficient and even finds new affinity audiences that work within a people-based marketing framework. Let’s take a test drive with Cadillac CRM, Audience and Personalization Manager Kate Wonsul.
Sustained Innovation Through Creativity, Technology & DataMediaPost
Avocados From Mexico has built one of the most successful digital practices in the industry in terms of both creativity and performance. Ivonne Kinser, AFM's head of digital marketing & ecommerce, will share the brand's approach to combine creativity, technology and data to develop stronger customer relationships that significantly increased the performance of their campaigns.
Consumers demand privacy and digital marketing is evolving. Advertisers need a future-proof targeting solution that doesn't rely on third-party cookies or mobile identifiers. Hyper-relevant contextual targeting is a privacy-safe solution that goes beyond the keyword or category level to offer unparalleled relevance and reach in brand suitable environments, which means you can reach your target buyers at the moment they're most likely to engage - without cookies.
There's a lot of uncertainty and concern around the upcoming changes restricting 3rd party cookie based targeting. Marketers are scurrying to pivot against these changes with very little concrete guidance on what parameters will be in place.
The acceleration of streaming this past year has made video even more critical to a brand's growth strategy. Lexmark’s director of marketing operations, Mike Dattilo, shares how he’s successfully targeting SMB users to expand their audience, brand awareness and increase conversions through performance video.
When Less is More: Building a Successful Advertising Business from a Subscrip...MediaPost
In 2020, The New York Times added a record 2.3 million digital-only subscriptions, bringing its subscriptions to digital products and print newspaper to more than 7.5 million. By focusing on improving the reader experience, the Times has built stronger relationships with its subscribers and knows what type of information and storytelling resonates with their influential audience. Hear how The Times is focusing on fewer, higher quality ads and using its first-party data to offer targeting based on emotional states and reader motivations to provide more powerful ad experiences.
What Do First Party Data and Golf Have In Common? MediaPost
As it turns out, two major strategies. Join Omeda leaders Tony Napoleone, VP Client Experience, and James Capo, COO, to discuss market changes and the two winning strategies you need with your audience data.
Turning Customers Into Fans: Church’s New Social Media PlaybookMediaPost
As social platforms fragment, brands need to remain flexible in their paid and organic strategies. Church’s Chicken reimagined its social media playbook for changed times. Alan Magee explains how they sought to encourage more than engagement but engender true brand fan love. With campaigns that broke through the clutter Church’s is growing its social footprint and engagement in ways that serve the core business and not just Follows and Likes.
Restaurant Customer Engagement: The Path to PersonalizationMediaPost
Driven by necessity and rising customer expectations, the digital transformation of restaurants is well underway. Your customers now engage with you through multiple channels across various devices, yet still expect you to seamlessly deliver highly personalized experiences. Join us to learn how restaurants can orchestrate these personalized customer journeys at scale.
Delivery & Streaming, the Ultimate Experience with RokuMediaPost
Dig into the secular shift to streaming. Join Jeff Katz, Head of Sales in the Central Region at Roku, as he shares 3 key updates for QSR Marketers from America’s #1 TV Streaming Platform:
- Foursquare QSR Insights
- Roku Platform Updates
- Beta Measurement Opportunity
Brand licensing is more than an incremental revenue opportunity for QSRs. It is a branding play that can have multiple benefits for branding, sales and even expansion. Using Cinnabon as an example, Focus explores how putting its legendary buns on grocery shelves and into pizza orders.
Three Tips to Maximize Creative Asset EfficiencyMediaPost
Advertising campaigns for quick service restaurants are a constant. You’re never NOT trying to get feet in the door. In an effort for brands and franchisees to meet audiences wherever they are with exciting promotions, marketers need to create exponential amounts of content, quickly. But quickly doesn't always mean efficiently. Join this session to learn three ways to get the most out of your ad creative and maximize the value of your assets.
The QSR Media Dispersion: Pre, Mid & Post Pandemic – By the NumbersMediaPost
The QSR media mix’s future was pulled forward by three years in April 2020. This was a necessary change and one that has helped the strong survive and grow. In this session, Senior Director of Sales for Simpli.fi, Casey Squier will review foot traffic trends, both nationally and locally, and the shift in ad spend across mobile, display, video, and CTV. He will also discuss a case study with a national QSR who did it right and is thriving in a post-Covid world.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
3 Simple Steps To Buy Verified Payoneer Account In 2024SEOSMMEARTH
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
2. 1
Who We Are
We champion the content people love
We help fuel the growth and vitality of high quality news,
information and entertainment brands in the digital age.
We elevate the importance of original content by delivering
thought leadership, providing a platform for member interaction
and advocating for our members among advertisers,
policy makers and the press.
4. 3
Objective & Methodology
• Objective: To understand OPA brands native advertising
offerings, marketer goals, metrics for success and surface best practices
generated from these programs
• Methodology:
– 29 quantitative surveys of OPA members
– 12 qualitative interviews of OPA members
– Surveys and interviews completed May - June 2013
– All results are aggregated
6. 5
OPA Brands Define Native as Integration into Site
Design, Within Editorial Stream, With Clear Labeling
Q. “We would like to get a sense of how your organization DEFINES native advertising …” (Select all that apply)”
54%
61%
64%
68%
79%
86%
93%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Highly automated advertising content such as
sponsored stories, publisher tweets, etc
Content marketing such as sponsored
sites, games, infographics, etc
Contextually relevant, non-standard advertising units
Editorial value to the reader and conforms to the
reader's expectations
Clear delineation and labeling as advertising content
Content either provided by, produced in conjunction
with or created on behalf of our advertisers that runs
within the editorial stream
Integration into the design of the publisher's site and
lives on the same domain
Definition of Native Advertising
(Percentage of Respondents, N=28)
7. 6
Three-Quarters of OPA Members Offer Native
Advertising Today – Potentially 90% by Year End
Q. “Native advertising” has assumed lots of names in its short digital life – advertorial, content integration, advertising
content, advertiser-generated content. As you define it, do you offer native advertising opportunities on your site?”
73%
10%
17%
OPA Members Offering Native Advertising
(Percentage of Respondents, N=29)
Yes, currently No We are considering offering one this year
8. 7
Marketers Partner With OPA Sites to Drive Consumer
Engagement, Leverage Publisher Brand Equity
5%
5%
10%
19%
81%
81%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Generate sales
Build buzz/word of mouth
Generate click through to marketer
site
Launch new products or services
Leverage publisher brand equity to
achieve brand lift
Increase consumer engagment with
advertiser brand
Publisher Perception of Marketer Goals
(Percentage of Respondents, N=21)
Q. “Marketers are primarily using native advertising on our site to: [Please check only your top 2]?”
9. 8
Marketers Value Content Expertise
38%
57%
62%
71%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
User-generated content
A combination of newly created and
pre-existing content
Marketer/agency-generated content
Re-packaged pre-existing publisher
content
Newly created publisher content
Content Generation Sources for Native Advertising
(Percentage of Respondents, N=21)
Q. “Native advertising campaigns on my site primarily include: [Please check all that apply]:”
10. 9
Native Advertising on OPA Sites has Been Well
Received by Audiences
71% 29%
0% 20% 40% 60% 80% 100%
Reader/Consumer Backlash
Response By Consumers
(Percentage of Respondents, N=21)
None Few complaints Above average complaints Far more complaints
Q. “Have you experienced any backlash from native advertising?”
11. 10
OPA Members Leverage Deep Content Expertise;
Most Have Dedicated Sales and Creative Teams
57%
57%
71%
95%
0% 20% 40% 60% 80% 100%
Editorial
Creative production
Marketing
Ad sales
Functional Areas Involved in Native Advertising
(Percentage of Respondents, N=21)
Q. “Which functional areas are most involved in native advertising sales and fulfillment? [Please check all that apply]”
95% have
dedicated sales
and creative
teams
>50% of
dedicated sales and
creative teams have
4+ people
12. 11
Advertisers Are Adopting Established Publisher
Content Metrics
5%
10%
10%
19%
24%
33%
43%
57%
0% 10% 20% 30% 40% 50% 60%
Other
Cost per click
Cost per view/session
Engagement with the content such as
comments
Brand lift
Social media sharing
Traffic
Engagement/time spent
Publisher Perception of Marketer Metrics
(Percentage of Respondents, N=21)
Q. “ What are the most important metrics marketers are using to measure the impact of their native advertising
campaigns? [Please check only your top 2]?”
14. 13
Best Practices - Editorial & Product
• Editorial
• Clearly differentiate native advertisement from editorial content
through labeling
• Develop clear editorial standards and practices to help communicate
with marketers what type of content serves audiences best, the
process for content review and monitoring audience posts
• Product
• Make native advertising content discoverable in the same way other
content is – through search and social media
• Optimize for mobile, including tablets and smartphones
“Our rule for native advertising is that it has to provide
as much value to the reader as our own content.”
- OPA Member
15. 14
Best Practices – Sales & Marketing
• Sales
• Use a consultative sales approach; think about overall communication
goals and voice of the marketer
• Define metrics/KPI’s upfront with marketer/agency
• Marketing
• Amplify native advertising through paid and social media on and off site
• Promote native advertisement throughout site to drive traffic
16. 15
Best Practices – Staffing & Legal
• Staffing
• Train regular sales staff in consultative sales as required
• Leverage resources/expertise across the organization
• Legal
• Include legal counsel in the discussions related to developing
standardized/packaged native advertisement programs
• Train editorial staff as required in legal issues pertaining to using
content in advertising context, including:
• Stricter liability standards for false or unsubstantiated claims
• Endorsers need to disclose non-obvious connections to the
advertiser (particularly pertinent in social media context)
• Necessity of clear labeling of native advertising
17. 16
Best Practices – Marketers
• Marketers
• Pick content partners which resonate with your brand
• Work directly with digital content brands to leverage their content and
audience expertise
• Invest in developing relationships with content publishers; develop
native programs which can evolve and expand iteratively over time
• Understand that content publishers need to balance your marketing
objectives with their editorial and brand requirements
• Decide on KPIs upfront and include content-related KPIs to evaluate
campaign success
• Look for ways to augment native campaigns including through social
and syndicated integrations
• Look for opportunities to leverage mobile for native campaigns
19. 18
Edmunds
• Marketer Objectives:
• Reach prospective car buyers during the research process & increase
consideration of advertiser’s product
• Extend reach and consideration increases to the mobile channel
• Solution:
• Expand success in native to mobile platform, create inventory that
complements uncluttered site look and feel
• Native Elements:
• Placement in content stream – native content surrounded by advertising
content
• Sponsored search results – native results come up when users search for
cars
• Content recommendation stream – native placement is cued from user
behavior (You might be interested in…)
• Mobile – different creative placements are being tested for best user
experience and advertiser results
20. 19
Edmunds (Cont.)
• Results:
• Lifts in consideration from 62% - 96% on average for native ad units
• Native ads on mobile experienced CTRs 406% higher than banner
ads
• Best Practices:
• Native is lined up with user behavior (ie searching for car information)
• The native content is useful and relevant to the site audience
• Clearly labeled – “Sponsored Content”
• Native ads clicks into sponsored content pages
• Test and learn approach to mobile
21. 20
Inclusion in sponsored search results
leverages sites core functionality. Clear
labeling included
Mobile creative
integrates native into
suggested vehicles listing
Edmunds (Cont.)
22. 21
Time, Inc.: PEOPLE.com
• Marketer Objectives:
• Raise awareness, support premier of new cable network program
• Solution:
• Tap PEOPLE.com’s entertainment loving audience
• Native Elements:
• Branded article with show character guide
• Placement in high traffic content areas
• Results:
• Avg. time spent on native articles nearly 3x higher above avg.
PEOPLE.com news article
• 10x lift in engagement with native ads as opposed to traditional
display advertising
• Social interaction rate was 3x higher than average PEOPLE.com
news article
23. 22
Time, Inc.: PEOPLE.com (Cont.)
• Best Practices:
• Clearly labeled – “Sponsored Content”
• Designed for easy social sharing
• Measured with typical content metrics such as time spent,
engagement, social shares
24. 23
Native Creative from PEOPLE.com
Page layout mirrors a
PEOPLE.com article
Time, Inc.: PEOPLE.com (Cont.)
Social plug-ins create a
richer, engaging experience
25. 24
Native Creative for Tyler Perry
Traffic driven from typical
on-site discover paths
Time, Inc.: PEOPLE.com (Cont.)
26. 25
Summary
• Three-quarters of OPA brands offer native advertising today with a
potential of 90% by year end
• Marketers are leveraging OPA brands deep content expertise with the
majority requesting programs featuring newly created or repackaged
publisher content
• Marketers seek the brand equity publishers have amassed and their
ability to drive consumer engagement through great content
• Marketers are adopting established publishing content metrics including
engagement and traffic to measure native advertising programs
• OPA brands are deploying dedicated sales and creative resources to
assist marketers and their agencies with native advertising programs
27. 26
• Best practices for native advertising include:
• Transparence: native advertising assets should be clearly labelled
• Discoverability: native should be discoverable as any other content
• Value: native advertising should provide the same value as any other
content
Summary (cont.)
28. 27
For More Information
Pam Horan
President
Online Publishers Association
phoran@online-publishers.org
To download research:
www.online-publishers.org