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The New Advertorial: How Native Ads are Changing Publishing
The document discusses the impact of native advertising on publishing, highlighting the shift from traditional ads due to banner blindness and low CPMs. It emphasizes the importance of clearly labeling sponsored content, maintaining editorial standards, and measuring relevant metrics for success. Additionally, it outlines best practices for brands and publishers to navigate the native advertising landscape effectively.
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The New Advertorial: How Native Ads are Changing Publishing
- 1. The New Advertorial: Titlegoes here How Native Ads are Changing Publishing
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- 4. In Search ofa Better Ad Model • Banner blindness – 31% of display ads are never seen – 99.8% of banners are ignored – 40% of mobile clicks are either accidental or fraudulent • CPMs under pressure – Programmatic buying on the rise – Avg online eCPM: $2.66-$3.50 – Avg mobile eCPM: $0.88-$1.07 Sources: Trademob, TechCrunch, comScore, MoPub, Forrester, Kleiner Perkins Caufield & Byers
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- 6. But They NeedHelp Outsourcing + challenges = opportunity
- 7. Opportunity = Native Advertising •Content provided by an advertiser • Integrated into editorial design • Non-interruptive • Clearly labeled
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- 9. Coining a Term •“Native monetization systems” – Facebook Sponsored Stories – Google AdWords – Promoted Tweets Fred Wilson, Union Square Ventures Photo credit: Joi Ito via Flickr
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- 11. Native Pioneer: Forbes •Reader acceptance • ‘Most read’ on Forbes • 30+ partners • 20% of total ad revenue in 2013
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- 13. A New Modelfor Media? • 600-700 “social content advertising” programs in 2013 • ~$60 million in revenues • Brand lift
- 14. Plenty of Trialand Error • Not vetted for quality • Misaligned with the brand • Negative comments deleted
- 15. Not Just forMega-Brands
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- 17. Evolving Formats ‘Native display’ •Integrates videos & other rich media • Promotes content, not products
- 18. Everyone’s Jumping On theBandwagon
- 19. Not Everyone Isa Fan • “Insidious” • “A very slippery slope” • “Destroying the village in order to save it”
- 20. Do’s and Don’ts •DO: Clearly label native ads as content provided by an advertiser – “sponsored content” ≠ “sponsor content” • DON’T: Deceive your readers Intentionally opaque
- 21. Do’s and Don’ts •DO: Use real bylines • DON’T: Write about the company or its products
- 22. Do’s and Don’ts •DO: Vet sponsor content for tone, style, substance • DON’T: Dilute your editorial brand
- 23. Do’s and Don’ts •DON’T: Ask your editors to create native ad content • DO: Outsource to a freelancer or consider hiring a “brand editor”
- 24. Do’s and Don’ts •DON’T: Track the same old campaign metrics • DO: Measure what matters – Time spent – Social sharing – Clicks within post – Brand lift
- 25. Do’s and Don’ts •DON’T: Give native ads away as “addons” • DO: Charge a premium for the privilege Prime real estate!
- 26. Closing Thoughts • Test& learn • Be transparent • Protect your brand
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- 28. Thank You • Email:rob@emediavitals.com • Twitter: @roboregan • LinkedIn: http://www.linkedin.com/in/roboregan