Kakšno je odlično nativno oglaševanje? Kako tovrstne oglase vsebinsko in oblikovno pripraviti, da dosežemo želene rezultate? Zakaj je partnerstvo srce nativnega oglaševanja? Od ideje, znanja, kreativnosti, navdiha in sodelovanja, do zavidljivih rezultatov realizacije nativnega oglaševanja s Timom Cainom.

1. Tim Cain (7 Steps to Great Native Advertising)

2. The Magical Number 7

3. What do we mean “Native”?
IAB - “paid ads that are so cohesive with the page
content, assimilated into the design, and consistent with
the platform behavior that the viewer simply feels that
they belong”
Native Ad Institute - “Material in a publication that
resembles the publication’s editorial content but is paid
for by an advertiser and intended to promote the
advertiser’s product”

4. 6 Kinds of Native Ads (IAB)

6. None of this works without Partnerships

7. 1. Great content
2. Authenticity
3. Format
4. Disclosure
5. Audience targeting
6. Tech partnerships
7. Measurement and Responsiveness
7 Steps

8. How do you make content that stands out?

9. The Temptation of Creation
“I think the biggest challenge at the moment for premium publishers
with native advertising is credibility. You need to make sure that you
have loads of integrity and that the content is really good; it should be
at least as good as the normal content you produce”
MD Dennis Publishing

10. Rule 1: Advertise your content, not your company
“Native content, can’t just consist of words on a page. It needs to
measure up to the standard of any great advertising creative — to
be engaging, compelling, captivating, memorable, provocative,”
VP Marketing, The Atlantic
“Your brand needs to tell a great story – one that the audience is
interested in reading and hopefully sharing; the content should be
authentic and share your brand’s expertise; it needs to be
relevant”
Head of Native, King Content

12. Deliver what the audience expects
Focus on strategic storytelling
“Get the advertisers past what they think they want to say and ask
them what they are trying to achieve?”
“It’s about what the audience wants to read rather than what the
company wants to say”

13. Audience benefit = Brand benefit
Content which “tells the audience something new” is the most memorable -
- helping 27% of respondents to remember a brand.
Closely followed by content which teaches, inspires, or entertains.
Prezi study

15. 5. Don’t Hard Sell. Promote discovery, not a sales message.
1
Attract.
native must
motivate a user
action.
2
Introduce.
Be transparent
and clear.
3
Engage.
Provide
interesting
content.
4
Demonstrate
expertise.
Prove credibility
in the area
AOP’s 5 Vital Ingredients

16. 1. Great content
2. Authenticity
3. Format
4. Disclosure
5. Audience targeting
6. Tech partnerships
7. Measurement and Responsiveness
7 Steps

17. Credibility & Authority - The Value of Trust

19. 1. Great content
2. Authenticity
3. Format
4. Disclosure
5. Audience targeting
6. Tech partnerships
7. Measurement and Responsiveness
7 Steps

20. Short, visual, sharable

22. Short, visual, sharable

23. Native Ad Drivers

24. 1. Great content
2. Authenticity
3. Format
4. Disclosure
5. Audience targeting
6. Tech partnerships
7. Measurement and Responsiveness
7 Steps

25. Be clear and transparent

26. Source: Reuters Institute for the Study of Journalism
Because it can be confusing

27. Labelling

28. 1. Great content
2. Authenticity
3. Format
4. Disclosure
5. Audience targeting
6. Tech partnerships
7. Measurement and Responsiveness
7 Steps

29. • Be specific, if you target everyone you’re targeting no-one!
• Extend reach - embrace platforms
Distribution & Reach

31. 1. Great content
2. Authenticity
3. Format
4. Disclosure
5. Audience targeting
6. Tech partnerships
7. Measurement and Responsiveness
7 Steps

32. Embrace technology
In-Feed & programmatic

34. 1. Great content
2. Authenticity
3. Format
4. Disclosure
5. Audience targeting
6. Tech partnerships
7. Measurement and Responsiveness
7 Steps

35. • Moving from display ad measures and pricing models to
engagement measures & models
• Time spent, discussion, shares & cost per hour
• Brand perception
Measurement Challenges

36. • Renewal rates can be low
• Longer relationships deliver better
• Tech needs time!
Investing - it’s not a short term thing

37. 1. Great content
2. Authenticity
3. Format
4. Disclosure
5. Audience targeting
6. Tech partnerships
7. Measurement and Responsiveness
7 Steps

38. www.linkedin.com/in/timrcain/
www.digitalfirstmedia.uk
@timrcain
Thanks, have a good evening