Media consumption has shifted online where display ads are often ignored, leaving both media and marketers with new challenges. Native advertising is one solution that can benefit both if done ethically through transparency and by partnering experienced media companies. However, concerns remain over blurring editorial and advertising which risks confusing audiences and raising questions about conflicts of interest.

1. The NativesAre Restless
Are media and Marketers friends, enemies or Frienemies?
Eric Cedo
La2m – 11.5.14

2. A STORY ABOUT…ME

3. THE PROBLEM
PRINT IS IN DECLINE
BUT CONTENT IS STILL
KING

4. THE PROBLEM

5. THE PROBLEM

6. MEDIA CONSUMPTION HAS SHIFTED

7. SO HAS AD SPENDING

8. BUT DISPLAY ADS ARE…UGH
10 Shocking But True Display Advertising Stats
1. You are more likely to complete NAVY SEAL training than click a banner ad
2. Only 8% of internet users account for 85% of clicks on display ads (and
some of them aren't even humans!).
3. You are more likely to get a full house while playing poker than click on a
banner ad.
4. The average person is served over 1,700 banner ads per month. Do you
remember any?
5. You are more likely to summit Mount Everest than click a banner ad.
6. The average clickthrough rate of display ads is 0.1%.
7. You are more likely to birth twins than click a banner ad.
8. About 50% of clicks on mobile ads are accidental.
9. You are more likely to get into MIT than click a banner ad.
10.You are more likely to survive a plane crash than click on a banner ad.
These stats were curated from Digiday and Business Insider. Taken from
hubspot.com

9. IS THIS A PROBLEM FOR
A. MEDIA
B. MARKETERS
C. BOTH

10. ROLE OF MEDIA vs role of marketing

11. JOURNALISTIC INTEGRITY
• Avoid conflicts of interest, real or perceived. Disclose unavoidable conflicts.
• Refuse gifts, favors, fees, free travel and special treatment, and avoid political
and other outside activities that may compromise integrity or impartiality, or
may damage credibility.
• Be wary of sources offering information for favors or money; do not pay for
access to news. Identify content provided by outside sources, whether paid or
not.
• Deny favored treatment to advertisers, donors or any other special interests,
and resist internal and external pressure to influence coverage.
• Distinguish news from advertising and shun hybrids
that blur the lines between the two. Prominently label
sponsored content.
From the Society of Professional Journalists code of ethics

13. MEDIA’S Dilemma
• Declining ad revenue
• Declining readership
• Declining resources
• Declining credibility

14. ROLE OF MEDIA vs role of marketing

15. NATIVEADVERTISING

16. From sharethrough.com

17. 1989 Advertorial

18. http://www.iab.net/nativeadvertising
1.Paid Search Units
2.Recommendation Widgets
3.Promoted Listings
4.In-Ad (With Native Elements) Units
5.In-Feed Units
6.Custom/“Can’t Be Contained”
NATIVEADVERTISING:
Core 6 ad units

19. 2. Recommendation widget
1. Paid search unit
3. Promoted listings

20. 4. In-Ad (with native element)

21. 5. In-Feed

22. 6. Custom Content (can’t be contained)

23. AN increase in THE insured population IS EXPECTED:
470,000 from an expansion of MedicaiD.
THIS will create “pinch points” in areas where THERE ARE
new patients but not a network of health providers to
service them.
05

24. STATS

27. SPONSORED CONTENT

29. CUSTOM CONTENT

31. WHY MEDIAAND MARKETERS
CAN BE FRIENDS
Audience
BEHAVIORS
CONTENT CREATORS

32. CONCERN OVER NATIVEADVERTISING
FRIENEMIES
Demian Farnworth article 5/4/14, coppyblogger.com – Is Native Advertising Ethical
Consumer confusion
Be transparent. Be clear on your intentions
Conflicts of interest
Work with respected and credible media that
understands what your/their audience wants
Federal Trade Commission
Clearly label!
Limited manpower
Good idea to partner with media like…
Crain Content Studio (ADVERTISEMENT)

33. THANK YOU!