The New Advertorial: How Native Ads are Changing Publishing
•
7 likes•1,693 views
Native advertising is the shiniest of toys for digital publishers and brand marketers. Are native ads a promising new online ad format, or do they threaten to poison the well of brand communications? Here's an overview, and some tips for publishers and marketers.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Similar to The New Advertorial: How Native Ads are Changing Publishing
Similar to The New Advertorial: How Native Ads are Changing Publishing (20)
Recently uploaded
Recently uploaded (20)
The New Advertorial: How Native Ads are Changing Publishing
- 1. The New Advertorial: Title goes here How Native Ads are Changing Publishing
- 4. In Search of a 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
- 6. But They Need Help Outsourcing + challenges = opportunity
- 7. Opportunity = Native Advertising • Content provided by an advertiser • Integrated into editorial design • Non-interruptive • Clearly labeled
- 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
- 11. Native Pioneer: Forbes • Reader acceptance • ‘Most read’ on Forbes • 30+ partners • 20% of total ad revenue in 2013
- 13. A New Model for Media? • 600-700 “social content advertising” programs in 2013 • ~$60 million in revenues • Brand lift
- 14. Plenty of Trial and Error • Not vetted for quality • Misaligned with the brand • Negative comments deleted
- 15. Not Just for Mega-Brands
- 17. Evolving Formats ‘Native display’ • Integrates videos & other rich media • Promotes content, not products
- 18. Everyone’s Jumping On the Bandwagon
- 19. Not Everyone Is a 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
- 27. Questions?
- 28. Thank You • Email: rob@emediavitals.com • Twitter: @roboregan • LinkedIn: http://www.linkedin.com/in/roboregan