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A L L A B O U T N AT I V E
A D V E R T I S I N G
M A R C H 2 0 T H - A A F J A C K S O N
M A R K E T I N G C O N S U LTA N T,
S P E A K E R & F R E E L A N C E W R I T E R
B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
M Y M O M S E N T M E T H I S N AT I V E A D F R O M
D O V E - N AT I V E A D V E R T I S I N G W O R K S
T H E O V E R S AT U R AT E D L A N D S C A P E
@ B R I A N H O N I G M A N
@ B R I A N H O N I G M A N
Y O U A R E M O R E L I K E LY T O C L I M B M O U N T
E V E R E S T T H A N C L I C K O N A B A N N E R A D .
S O U R C E : S O LV E M E D I A
@ B R I A N H O N I G M A N
Y O U A R E M O R E L I K E LY T O G E T I N T O
M I T T H A N C L I C K A B A N N E R A D .
S O U R C E : H U B S P O T
@ B R I A N H O N I G M A N
Y O U A R E M O R E L I K E LY T O B I R T H
T W I N S T H A N C L I C K A B A N N E R A D .
S O U R C E : S O LV E M E D I A
@ B R I A N H O N I G M A N
8 0 % O F P E O P L E S E E D I S P L AY A D S
T H AT A R E N O T R E L E VA N T.
S O U R C E : M E D I A P O S T
@ B R I A N H O N I G M A N
T H E AV E R A G E C L I C K - T H R O U G H R AT E
O F D I S P L AY A D S I S 0 . 1 % .
S O U R C E : D O U B L E C L I C K ( G O O G L E )
@ B R I A N H O N I G M A N
A B O U T 5 0 % O F C L I C K S O N M O B I L E
A D S A R E A C C I D E N TA L .
S O U R C E : G O L D S P O T M E D I A
@ B R I A N H O N I G M A N
A F T E R S E E I N G A P R E - R O L L A D , 2 9 . 3 % A R E M O R E L I K E LY T O
V I E W A B R A N D “ U N FAV O R A B LY ” O R “ V E RY U N FAV O R A B LY ”
T H A N T H O S E W H O H AV E N ’ T.
S O U R C E : S H A R E T H R O U G H
@ B R I A N H O N I G M A N
A N A LT E R N AT I V E AT T E N T I O N G R A B B E R ?
N AT I V E A D V E RT I S I N G .
@ B R I A N H O N I G M A N
W H AT I S N AT I V E A D V E R T I S I N G ?
It comes in many different forms.
@ B R I A N H O N I G M A N
W H AT I S N AT I V E A D V E R T I S I N G ?
It’s pay to play.
@ B R I A N H O N I G M A N
W H AT I S N AT I V E A D V E R T I S I N G ?
It’s useful content, not a pure ad.
@ B R I A N H O N I G M A N
W H AT I S N AT I V E A D V E R T I S I N G ?
It’s delivered in-stream.
@ B R I A N H O N I G M A N
W H AT I S N AT I V E A D V E R T I S I N G ?
Supposed to be clearly labeled as advertising.
S O U R C E : S H A R E T H R O U G H
O P E N V S . C L O S E D N AT I V E A D S
1. Open Native Ads:
2. Closed Native Ads:
@ B R I A N H O N I G M A N
O K AY, I T ’ S S TA R T I N G T O M A K E S E N S E .
B U T, W H AT D O E S N AT I V E
L O O K L I K E I N T H E W I L D ?
@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G
@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G
@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G
@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G
@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G
@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G
@ B R I A N H O N I G M A N
S O U N D S C O O L .
N O W, W H O U S E S N AT I V E ?
@ B R I A N H O N I G M A N
W H O U S E S N AT I V E A D V E R T I S I N G ?
Fortune 500 Brands.
@ B R I A N H O N I G M A N
W H O U S E S N AT I V E A D V E R T I S I N G ?
Medium & Small Businesses.
@ B R I A N H O N I G M A N
Publishers.
@ B R I A N H O N I G M A N
I T ’ S A L L C O M I N G T O G E T H E R .
H O W D O I B E N E F I T ?
@ B R I A N H O N I G M A N
B E N E F I T S O F N AT I V E
F O R A D V E R T I S E R S
1. Higher ad effectiveness, less add blindness.
S O U R C E : S H A R E T H R O U G H
@ B R I A N H O N I G M A N
B E N E F I T S O F N AT I V E
F O R A D V E R T I S E R S
2. Increased brand perception, higher engagement.
@ B R I A N H O N I G M A N
B E N E F I T S O F N AT I V E
F O R A D V E R T I S E R S
3. Highly customizable to campaign needs,
depending on outlet of choice.
@ B R I A N H O N I G M A N
B E N E F I T S O F N AT I V E
F O R P U B L I S H E R S
1. Seamless user experience, not disrupted by ads.
@ B R I A N H O N I G M A N
B E N E F I T S O F N AT I V E
F O R P U B L I S H E R S
2. New revenue stream with better results.
+ = 146,766 Social Actions
@ B R I A N H O N I G M A N
T H E B E N E F I T S A R E C L E A R .
W H AT D O E S I T TA K E T O D O
N AT I V E W E L L ?
@ B R I A N H O N I G M A N
S E L F - S E R V E N AT I V E A D S - S T E P 1
Identify an audience and their interests.
@ B R I A N H O N I G M A N
Create content that matches the interests of that audience.
S E L F - S E R V E N AT I V E A D S - S T E P 2
@ B R I A N H O N I G M A N
Locate a channel of distribution that matches your
audience’s consumption habits.
S E L F - S E R V E N AT I V E A D S - S T E P 3
S E L F - S E R V E N AT I V E A D S - S T E P 4
@ B R I A N H O N I G M A N
Pay for added distribution, making use of targeting.
S E L F - S E R V E N AT I V E A D S - S T E P 5
@ B R I A N H O N I G M A N
Measure results and iterate.
Performance
Engagement
Awareness
0 17.5 35 52.5 70
H O W T O D O C U S T O M / / P R E M I U M
N AT I V E A D V E R T I S I N G C A M PA I G N S
@ B R I A N H O N I G M A N
1. Follow similar steps.
!
2. Partner with publishers.
!
3. Create ongoing campaigns.
!
4. Measure and repeat.
@ B R I A N H O N I G M A N
A L M O S T D O N E .
W H O C A N I L O O K T O A S A
L E A D E R I N N AT I V E A D S ?
E X A M P L E S O F S U C C E S S - G E N E R A L E L E C T R I C
@ B R I A N H O N I G M A N
Science Fair held on Vine, showcased on Tumblr.
E X A M P L E S O F S U C C E S S - G E N E R A L E L E C T R I C
@ B R I A N H O N I G M A N
Best user Vine’s featured throughout social accounts.
E X A M P L E S O F S U C C E S S - G E N E R A L E L E C T R I C
@ B R I A N H O N I G M A N
Promoted post on Mashable, shared 47.4k times.
E X A M P L E S O F S U C C E S S - D E S P I C A B L E M E 2
@ B R I A N H O N I G M A N
318,330 Tumblr reblogs204,264 Tumblr reblogs
One of the most liked & reblogged
Tumblr ads of 2013.
E X A M P L E S O F S U C C E S S - D E S P I C A B L E M E 2
@ B R I A N H O N I G M A N
Created sponsored content on BuzzFeed to further
boost campaign.
E X A M P L E S O F S U C C E S S - I B M
@ B R I A N H O N I G M A N
IBM hosted a content hub on The Atlantic.
E X A M P L E S O F S U C C E S S - I B M
@ B R I A N H O N I G M A N
Featured articles, videos, visuals &
more leading to 29K+ social shares to date.
E X A M P L E S O F S U C C E S S - S A P
@ B R I A N H O N I G M A N
SAP extensively experiments with native ads across
different publishers with relevant audiences.
E X A M P L E S O F S U C C E S S - S A P
@ B R I A N H O N I G M A N
SAP’s column on Business Insider of their original
content, syndicated content & other content from BI.
E X A M P L E S O F S U C C E S S - S A P
@ B R I A N H O N I G M A N
Sponsored articles generated each week based on the
tech questions of Mashable readers.
T H A N K S F O R L I S T E N I N G !
A N Y Q U E S T I O N S ?
@ B R I A N H O N I G M A N
!
B R I A N T H O N I G M A N @ G M A I L . C O M

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The Marketers Guide to Native Advertising

  • 1. A L L A B O U T N AT I V E A D V E R T I S I N G M A R C H 2 0 T H - A A F J A C K S O N
  • 2. M A R K E T I N G C O N S U LTA N T, S P E A K E R & F R E E L A N C E W R I T E R B R I A N H O N I G M A N @ B R I A N H O N I G M A N
  • 3. M Y M O M S E N T M E T H I S N AT I V E A D F R O M D O V E - N AT I V E A D V E R T I S I N G W O R K S
  • 4. T H E O V E R S AT U R AT E D L A N D S C A P E @ B R I A N H O N I G M A N
  • 5. @ B R I A N H O N I G M A N Y O U A R E M O R E L I K E LY T O C L I M B M O U N T E V E R E S T T H A N C L I C K O N A B A N N E R A D . S O U R C E : S O LV E M E D I A
  • 6. @ B R I A N H O N I G M A N Y O U A R E M O R E L I K E LY T O G E T I N T O M I T T H A N C L I C K A B A N N E R A D . S O U R C E : H U B S P O T
  • 7. @ B R I A N H O N I G M A N Y O U A R E M O R E L I K E LY T O B I R T H T W I N S T H A N C L I C K A B A N N E R A D . S O U R C E : S O LV E M E D I A
  • 8. @ B R I A N H O N I G M A N 8 0 % O F P E O P L E S E E D I S P L AY A D S T H AT A R E N O T R E L E VA N T. S O U R C E : M E D I A P O S T
  • 9. @ B R I A N H O N I G M A N T H E AV E R A G E C L I C K - T H R O U G H R AT E O F D I S P L AY A D S I S 0 . 1 % . S O U R C E : D O U B L E C L I C K ( G O O G L E )
  • 10. @ B R I A N H O N I G M A N A B O U T 5 0 % O F C L I C K S O N M O B I L E A D S A R E A C C I D E N TA L . S O U R C E : G O L D S P O T M E D I A
  • 11. @ B R I A N H O N I G M A N A F T E R S E E I N G A P R E - R O L L A D , 2 9 . 3 % A R E M O R E L I K E LY T O V I E W A B R A N D “ U N FAV O R A B LY ” O R “ V E RY U N FAV O R A B LY ” T H A N T H O S E W H O H AV E N ’ T. S O U R C E : S H A R E T H R O U G H
  • 12. @ B R I A N H O N I G M A N A N A LT E R N AT I V E AT T E N T I O N G R A B B E R ? N AT I V E A D V E RT I S I N G .
  • 13. @ B R I A N H O N I G M A N W H AT I S N AT I V E A D V E R T I S I N G ? It comes in many different forms.
  • 14. @ B R I A N H O N I G M A N W H AT I S N AT I V E A D V E R T I S I N G ? It’s pay to play.
  • 15. @ B R I A N H O N I G M A N W H AT I S N AT I V E A D V E R T I S I N G ? It’s useful content, not a pure ad.
  • 16. @ B R I A N H O N I G M A N W H AT I S N AT I V E A D V E R T I S I N G ? It’s delivered in-stream.
  • 17. @ B R I A N H O N I G M A N W H AT I S N AT I V E A D V E R T I S I N G ? Supposed to be clearly labeled as advertising. S O U R C E : S H A R E T H R O U G H
  • 18. O P E N V S . C L O S E D N AT I V E A D S 1. Open Native Ads: 2. Closed Native Ads:
  • 19. @ B R I A N H O N I G M A N O K AY, I T ’ S S TA R T I N G T O M A K E S E N S E . B U T, W H AT D O E S N AT I V E L O O K L I K E I N T H E W I L D ?
  • 20. @ B R I A N H O N I G M A N E X A M P L E S O F N AT I V E A D V E R T I S I N G
  • 21. @ B R I A N H O N I G M A N E X A M P L E S O F N AT I V E A D V E R T I S I N G
  • 22. @ B R I A N H O N I G M A N E X A M P L E S O F N AT I V E A D V E R T I S I N G
  • 23. @ B R I A N H O N I G M A N E X A M P L E S O F N AT I V E A D V E R T I S I N G
  • 24. @ B R I A N H O N I G M A N E X A M P L E S O F N AT I V E A D V E R T I S I N G
  • 25. @ B R I A N H O N I G M A N E X A M P L E S O F N AT I V E A D V E R T I S I N G
  • 26. @ B R I A N H O N I G M A N S O U N D S C O O L . N O W, W H O U S E S N AT I V E ?
  • 27. @ B R I A N H O N I G M A N W H O U S E S N AT I V E A D V E R T I S I N G ? Fortune 500 Brands.
  • 28. @ B R I A N H O N I G M A N W H O U S E S N AT I V E A D V E R T I S I N G ? Medium & Small Businesses.
  • 29. @ B R I A N H O N I G M A N Publishers.
  • 30. @ B R I A N H O N I G M A N I T ’ S A L L C O M I N G T O G E T H E R . H O W D O I B E N E F I T ?
  • 31. @ B R I A N H O N I G M A N B E N E F I T S O F N AT I V E F O R A D V E R T I S E R S 1. Higher ad effectiveness, less add blindness. S O U R C E : S H A R E T H R O U G H
  • 32. @ B R I A N H O N I G M A N B E N E F I T S O F N AT I V E F O R A D V E R T I S E R S 2. Increased brand perception, higher engagement.
  • 33. @ B R I A N H O N I G M A N B E N E F I T S O F N AT I V E F O R A D V E R T I S E R S 3. Highly customizable to campaign needs, depending on outlet of choice.
  • 34. @ B R I A N H O N I G M A N B E N E F I T S O F N AT I V E F O R P U B L I S H E R S 1. Seamless user experience, not disrupted by ads.
  • 35. @ B R I A N H O N I G M A N B E N E F I T S O F N AT I V E F O R P U B L I S H E R S 2. New revenue stream with better results. + = 146,766 Social Actions
  • 36. @ B R I A N H O N I G M A N T H E B E N E F I T S A R E C L E A R . W H AT D O E S I T TA K E T O D O N AT I V E W E L L ?
  • 37. @ B R I A N H O N I G M A N S E L F - S E R V E N AT I V E A D S - S T E P 1 Identify an audience and their interests.
  • 38. @ B R I A N H O N I G M A N Create content that matches the interests of that audience. S E L F - S E R V E N AT I V E A D S - S T E P 2
  • 39. @ B R I A N H O N I G M A N Locate a channel of distribution that matches your audience’s consumption habits. S E L F - S E R V E N AT I V E A D S - S T E P 3
  • 40. S E L F - S E R V E N AT I V E A D S - S T E P 4 @ B R I A N H O N I G M A N Pay for added distribution, making use of targeting.
  • 41. S E L F - S E R V E N AT I V E A D S - S T E P 5 @ B R I A N H O N I G M A N Measure results and iterate. Performance Engagement Awareness 0 17.5 35 52.5 70
  • 42. H O W T O D O C U S T O M / / P R E M I U M N AT I V E A D V E R T I S I N G C A M PA I G N S @ B R I A N H O N I G M A N 1. Follow similar steps. ! 2. Partner with publishers. ! 3. Create ongoing campaigns. ! 4. Measure and repeat.
  • 43. @ B R I A N H O N I G M A N A L M O S T D O N E . W H O C A N I L O O K T O A S A L E A D E R I N N AT I V E A D S ?
  • 44. E X A M P L E S O F S U C C E S S - G E N E R A L E L E C T R I C @ B R I A N H O N I G M A N Science Fair held on Vine, showcased on Tumblr.
  • 45. E X A M P L E S O F S U C C E S S - G E N E R A L E L E C T R I C @ B R I A N H O N I G M A N Best user Vine’s featured throughout social accounts.
  • 46. E X A M P L E S O F S U C C E S S - G E N E R A L E L E C T R I C @ B R I A N H O N I G M A N Promoted post on Mashable, shared 47.4k times.
  • 47. E X A M P L E S O F S U C C E S S - D E S P I C A B L E M E 2 @ B R I A N H O N I G M A N 318,330 Tumblr reblogs204,264 Tumblr reblogs One of the most liked & reblogged Tumblr ads of 2013.
  • 48. E X A M P L E S O F S U C C E S S - D E S P I C A B L E M E 2 @ B R I A N H O N I G M A N Created sponsored content on BuzzFeed to further boost campaign.
  • 49. E X A M P L E S O F S U C C E S S - I B M @ B R I A N H O N I G M A N IBM hosted a content hub on The Atlantic.
  • 50. E X A M P L E S O F S U C C E S S - I B M @ B R I A N H O N I G M A N Featured articles, videos, visuals & more leading to 29K+ social shares to date.
  • 51. E X A M P L E S O F S U C C E S S - S A P @ B R I A N H O N I G M A N SAP extensively experiments with native ads across different publishers with relevant audiences.
  • 52. E X A M P L E S O F S U C C E S S - S A P @ B R I A N H O N I G M A N SAP’s column on Business Insider of their original content, syndicated content & other content from BI.
  • 53. E X A M P L E S O F S U C C E S S - S A P @ B R I A N H O N I G M A N Sponsored articles generated each week based on the tech questions of Mashable readers.
  • 54. T H A N K S F O R L I S T E N I N G ! A N Y Q U E S T I O N S ? @ B R I A N H O N I G M A N ! B R I A N T H O N I G M A N @ G M A I L . C O M