New Age Advertising: How to Succeed In The World of Paid Content
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Brands are more invested today than ever before on curating and distributing paid, owned and earned content. This rise in popularity of paid content advertising is a result of a consumer’s need for authentic, original and valuable information. We were thrilled to team up with leaders in this space — Vibrant media and Interactive Advertising Bureau (IAB) — to talk more about this changing landscape and the integral role original content plays in it.
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New Age Advertising: How to Succeed In The World of Paid Content
- 1. SCRIPTED.COM New Age Advertising: How to Succeed in the World of Paid Content SCRIPTED.COM
- 2. Who We Are Helen Mussard, Vibrant Media VP of Global Marketing SCRIPTED.COM Ryan Buckley, Scripted.com Co-founder ryan@scripted.com helen.mussard@vibrantmedia.com Peter Minnium, IAB Head of Brand Initiatives peter@iab.net
- 3. @PeterMinnium Head of Brand Initiatives, IAB Content Advertising
- 5. IAB NATIVE ADVERTISING TASK FORCE Facebook, AARP, AddThis, adMarketplace, AdMonsters, AdsNative, Airpush, Altimeter Group, American Express, AOL, appssavvy, Autotrader.com, BBC Worldwide, BBN Networks, Blink New Media, Bloomberg, BuzzFeed, C.A.S.T., Demand Media, Dieste, Disqus, Dow Jones & Company, Drawbridge, Dstillery, Electronic Arts, Expedia, Facebook, Federated Media, Flipboard, Flite, Forbes.com, Foursquare, FOX Sports, Gawker, Glam, Glot0, Google, Gravity, GumGum, Hearst, IAB Canada, IDG, Inadco, InMobi, inPowered, IZEA, Jivox, Jun Group, Kargo, Klout, Kontera, LIN Media, LinkedIn, LocalResponse, Los Angeles Times, MailOnline, Mansueto Ventures, Martini Media, Mashable, Meredith, Microsoft Advertising, Mixpo, Modern Healthcare, Monster, Namo Media, NPR, National Public Media, Nativo, NetSeer, New York Daily News, Nexage, OneSpot, Outbrain, Pandora, PointRoll, Polar, PulsePoint, ReactX, Realtor.com, Rodale, Salesforce Marketing Cloud, SAY Media, Selectable Media, Shareaholic, ShareThis, Sharethrough, Spotify, Studio One, StumbleUpon, Taboola, Business Insider, Estee Lauder Companies, Huffington Post, New York Times, Weather Channel, Thomson-Reuters, ThoughtLeadr, Time Warner, Trip Advisor, TripleLift, Trulia, Tumblr, Turner, Unilever, Unruly, Vibrant Media, Vindico, Yahoo!, YouTube, Zillow, Zumobi, and Twitter
- 7. What Is Native Advertising? A paid ad that is so cohesive with the page content, assimilated with the design, and consistent with the user experience that the viewer simply feels it belongs
- 8. IAB Native Evaluation Framework
- 9. IAB & Edelman Research: Consumer Receptivity to Native Ads 5,000 Nationally representative consumers who visit these news media verticals online at least several times per week were divided into three groups based on the sites they visit… Business (n=1,622) Visitors to websites that cover finance, business, economics, investing & technology Entertainment (n=1,648) Visitors to websites that cover media, entertainment, celebrities, lifestyle & fashion General News (n=1,730) Visitors to websites that cover breaking news, politics, world news, U.S. news and local news Research study was conducted from June 23 – July 2, 2014 9
- 10. Focus was on In Feed Sponsored Content 1 0 Examples of “blind” mock-ups of site content respondents saw, below:
- 11. Audiences Are Aware of Sponsored Business Entertainment News 71% Q28: Have you seen this type of content before today? Content Sponsored Content Awareness (Asked after exposure to examples) 61% 70% have seen sponsored content have seen sponsored content have seen sponsored content
- 12. Consumers Are Receptive to Native Ads Q17: Thinking about the advertising you see on the websites you frequently visit, how much do you agree or disagree with the following? I understand that the free content I view online is made possible by online advertising. Q47: How much do you agree or disagree with the following statements? I am more open to advertising that tells a story than advertising that simply sells a product.
- 13. 13 Most Appealing/ Interesting Least Appealing/ Interesting Most Annoying/ Intrusive Least Annoying/ Intrusive Online Advertising Appeal Quadrant Analysis Business Entertainment News In- Feed Sponsored Content Banner Ads (Mean Ranking) Video Ads Expandable Ads (i.e., expand on click or rollover) Pop Up Ads Q48: Thinking about the types of ads you see online, how would you rank each of these types of ads on the following measures? *“Appealing” and “Interesting” were tested as two distinct attributes; as the results tracked closely, these were collapsed for quadrant analysis
- 14. Sponsorship Awareness & Assumptions Differ by Vertical • Business News – 82% say the content is clearly paid for by a brand • Entertainment News: 85% say the content is clearly paid for by a brand • General News: 41% say the content is clearly paid for by a brand Q31: How clear is it that this content is paid for by a brand company? 14
- 15. Sponsored Content Can Add Value to the Consumer Experience Sponsored Content Perceptions (% Agree) 38% 45% 44% Q34: Thinking specifica1ll5y about this content, how much do you agree or disagree with the following? This content can add value to my experience on this website 27% Adds value to site experience Overall Business Entertainment News
- 16. Native’s 3 Must-Haves Relevant Brands: Match editorial in style/quality Publishers: Turn away advertisers that don’t fit Authoritative Brands: Share your expertise vs. sell Publishers: Help advertisers adopt a more editorial mindset Authentic Brands: Be yourself in a transparent fashion Publishers: Err on the side of transparency
- 17. Brand Relevance, Authority & Trust Drive Consumers to Sponsored Content Important Factors to Drawing Interest (% Important) 89% 84% 82% 91% 83% 83% 90% 79% 79% Relevant information Brand is an authority on topic Brand I Q44: Thinking abo1u7t the ways that brands can use this “sponsored” content to draw your interest, how important are each of the following? (Shown: % Important) know & trust Business Entertainment News Brand relevant information
- 18. Ad Relevance, Authoritativeness & Trust Drive Consumer’s Enjoyment/Interest in Sponsored Sponsored Content Perceptions (cont.) Content is relevant to reader Brand is relevant Brand is trustworthy Content is relevant to site Q33: How would you rate this content on each of the following measures? 18 Content 77% 75% 70% 75% 68% 74% 67% 73% 67% 83% Brand is authority “We live in a time where there's Interesting Enjoyable just so much information available. They have to make their ad current and relevant to their target audience.” “I’d rather them know what I’m in the market to buy and give me some information or an ad relevant to what I’m looking for, or what I might be looking for next week.”
- 19. The Vogue Effect: Sponsored Content Can 19 Enhance Site Favorability Increased Favorability of Website As a Result of In-feed Sponsored Content (% More Favorable) 54% 53% 52% Content is relevant to reader Brand is an authority Brand is trustworthy Q36: What, if any, impact does this content have on your view of this website? Q33: How would you rate this content on each of the following measures? Relevant to reader Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on this topic. I trust this brand to do what is right
- 20. But Sponsored Content Is Riskier for General Increased Favorability of Website As a Result of Content (% More Favorable) 57% 56% 57% 20 News Media 58% 57% 55% 42% 39% 38% Content is relevant to reader Brand is an authority Brand is trustworthy Business Entertainment News Q35: What, if any, impact does this content have on your view of this website? Q33: How would you rate this content on each of the following measures? Relevant to reader Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on this topic. I trust this brand to do what is right
- 21. Well-executed Sponsored Content Can Boost 56% 56% 55% Brand is an authority Brand is trustworthy Content is relevant to reader 21 Brand Favorability Increased Favorability of Brand As a Result of In-feed Sponsored Content (% More Favorable) Q36: What, if any, impact does this content have on your view of this brand? Q33: How would you rate this content on each of the following measures? Relevant to reader Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on this topic. I trust this brand to do what is right
- 22. Sponsored Content in General News Sites Is Increased Favorability of Brand As a Result of Content 22 Riskier for Brands (% More Favorable) 59% 59% 60% 57% 59% 59% 45% 45% 44% Content is relevant to reader Brand is an authority Brand is trustworthy Business Entertainment News Q36: What, if any, impact does this content have on your view of this brand? Q33: How would you rate this content on each of the following measures? Relevant to reader Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on this topic. I trust this brand to do what is right
- 23. Site Credibility Boosts Brand Credibility 41% Boost 23 93% 66% 93% 60% Boost 58% 93% 51% 88% 66% Brand is relevant Brand is not relevant Brand is an authority Brand is not an authority Trust the brand Do not trust the brand Site is credible Site is not credible Impact of Brand & Website Perceptions on Perceived Content Credibility (% Content is Credible) Q37: How credible is this content? Data displayed represents cross-tabulations based on respondent evaluations of the brand and website each respondent was randomly assigned: Q22: How would you rate this website on the following measures? Credibility Q34: Thinking specifically about this content, how much do you agree or disagree with the following? 82% Boost 33% Boost
- 24. Consumer Guidance for Native Practitioners Relevant Brands: Match editorial in style/quality Publishers: Turn away advertisers that don’t fit Authoritative Brands: Share your expertise vs. sell Publishers: Help advertisers adopt a more editorial mindset Authentic Brands: Be yourself in a transparent fashion Publishers: Err on the side of transparency
- 25. TRANSFORMING CONTENT CONNECTIONS VIBRANT CONNECTS CONSUMERS IN REAL TIME WITH ENGAGING CONTENT & BRAND EXPERIENCES DELIVERED CROSS PLATFORM
- 26. Since we saw the first spy shots of the Jaguar F-Type and the C-X16 concept that previewed it, we had a feeling the British brand had a hit on its hands, but the model’s popularity is exceeding expectations, with half of the model’s first year production run already sold out, according to Automotive News.
- 30. About the Data: Vibrant Media surveyed 1,000 people between the ages of 13 and 64 across the United States who owned a computer, mobile phone, and/or tablet, each of which must connect to the Internet. The survey was conducted online by Toluna, a leading online panel and survey technology provider.
- 31. CONSUMER POLL ON TRUST IN BRANDED CONTENT Consumers’ trust: • 35% trust editorial content, 33% trust branded content = only 2% difference Consumers’ distrust: • 18% distrust editorial content, 15.5% distrust branded content Focus more on media titles and brands consumers are familiar with: • 12% distrust content from media titles they know, 6% distrust content from brands they know Consumers aged 13-34 years old proved to be more trusting of all content producers compared to those aged 35-64.
- 32. HOWEVER.. 31% U.S Consumers have previously mistaken an online advertorial for an editorial article 61% believe that the advertiser or publisher had purposely misled them 68% felt very annoyed that they were misled
- 33. BE TRANSPARENT 50% of respondents feel that it is important they be informed that an advertiser has paid for content
- 34. LABEL CORRECTLY 56% do not consider labels such as ‘paid post’ ‘advertorial’ or ‘sponsored article’ as effective at distinguishing branded content from editorial
- 35. MAKE IT CLEAR IT IS YOUR BRAND. THEY TRUST IT! 57% of consumers said that displaying an advertisers logo is the most effective way to distinguish branded advertising 51% said using different fonts and typefaces could help distinguish branded content to editorial content 54% said using different border colors helped to distinguish
- 36. RELEVANCY 64 percent% said that they are more likely to pay attention to branded content if it is placed within relevant content
- 37. WHICH ONLINE BRAND CONTENT FORMATS GET THE NOD FROM CONSUMERS?
- 41. GREAT CONTENT TO REACH A NICHE TARGET AUDIENCE
- 42. Scaling Content With Scripted SCRIPTED.COM
- 43. Current State of Content Teams SCRIPTED.COM 44% of B2B marketers say they have a documented content marketing strategy 73% of B2B organizations have someone in place to oversee content marketing strategy.
- 44. Small Team, Big Content SCRIPTED.COM Team • Content Manager Volume • 50+ pieces of content published per month Content • Blog Posts • Guest Posts • White Papers • Slideshares • Webinars Content Creation Scripted Writers In-House 20% 80%
- 45. Efficiency of External Writing Teams Editorial Calendar SCRIPTED.COM Submit Guidelines Content Written Review Content Measure and optimize Measure Publish/Promote 30+ pieces of content written in 5 to 10 days 3 to 5 days of review and editing Promote across relevant channels immediately
- 46. Let Us Save You Time SCRIPTED.COM The Managed Experience • Kick off call with your manager • Guideline creation • Reviewing Content • Post Delivery Check In Managed Services Price • $500 per month • No minimum content spend • 3 month contract, pay for managed services upfront • Pay for content as you go
- 47. Thank You! Helen Mussard, Vibrant Media VP of Global Marketing SCRIPTED.COM Ryan Buckley, Scripted.com Co-founder ryan@scripted.com helen.mussard@vibrantmedia.com Peter Minnium, IAB Head of Brand Initiatives peter@iab.net
Editor's Notes
- Nicole will introduce both Ryan and Todd, who will go deeper into who they are and what they’ll be talking about.
- FORM – How does the ad fit with the overall page design? Is it in the viewer’s activity stream or not in-stream? FUNCTION– Consistent with content experience, it additive or interruptive? INTEGRATION – is about the user experience from an ad behavioral perspective, does the ad behave in a way that is integral to the page, providing a seamless user experience BUYING & TARGETING – Is the ad placement narrowly targeted or more broadly targeted run-of-network? MEASUREMENT – What metrics are typically used to judge success? Are marketers more likely to use top-of-the-funnel brand engagement metrics (e.g., views, likes, shares, time spent) or bottom funnel ones (e.g., sale, download, data capture, register, etc.?) DISCLOSURE – How is this ad product identified as such?
- The IAB knew that phrases like “sponsored content” and “native ads” are industry speak – so in this study, respondents were exposed to real world examples of sponsored content rather than relying on their knowledge of these industry terms. It was important to do this to ensure that the respondents were responding to this type of native ad format, and therefore not talking about other native ad formats such as recommendation widgets. It is also important to note that the study was presented on desktop only…not mobile. Further learning is needed for native ads on mobile.
- New research into the value consumers place on digital content shows that just two percent more consumers trust content from publications (35 percent) than from brands (33 percent). However, the data from native advertising company Vibrant Media also found that there are more consumers who distrust content from publications (18 percent) than there are who distrust content from brands (15.5 percent). When Vibrant Media's researchers focused their assessment on media titles and brands with which consumers were familiar, they exposed a greater disparity in levels of distrust between brands and media titles: the number of consumers that distrust content from media titles they know (12 percent) is double the number who distrust content from brands that they know (6 percent). Cynicism about content increases with age. Consumers aged 13-34 years old proved to be more trusting of all content producers compared to those aged 35-64. The study also found that 50 percent of respondents feel that it is important they be informed that an advertiser has paid for content. The research results offer reassurance to publishers considering introducing branded content along with their editorial. Craig Gooding, Executive Chairman & Founder of Vibrant Media, said, "The very fact that consumers' level of trust in branded content is even on par with editorial is very surprising. Moreover, the higher levels of distrust in publishers' content than branded content shows far less cynicism about branded content than we expected. The findings have reassured us that publishers who offer branded content, or are considering doing so, are not compromising their relationship with consumers - as long as they do so responsibly." - See more at: http://www.noodls.com/view/84DD0A1A0F3B5A170DB016463936D17B82D450F9?7819xxx1407257938#sthash.8v2FNkdS.dpuf About the Data: Vibrant Media surveyed 1,000 people between the ages of 13 and 64 across the United States who owned a computer, mobile phone, and/or tablet, each of which must connect to the Internet. The survey was conducted online by Toluna, a leading online panel and survey technology provider.
- Target is a great brand that provides us with an excellent look at how businesses and brands can use sites like Pinterest to stand out. They have several boards, and use different strategie For brands on Pinterest, it can be easy to come off very generic and typical. Most brands simply post images of their products, which can work, but that method isn’t always as engaging as a graphic that combines images and text. Target’s Party with Pinners board does an especially good job of sharing images that are fresh, fun, and engaging.s for each board. Target is a good example of a brand that is “doing it right.”
- The Home Depot provides an excellent example of how the social network Vine can be used to create engaging visual content for our audience. Their Vine profile includes dozens of creative and interactive visual examples of content marketing like this one:
- Why does original storytelling matter, and why does scale matter? I want to talk about how we do it at Scripted and show that it's working wonders. Can we put two slides together here that is a few bullet points as to what we did, and what the results have been (you can probably steal something from the how scripted uses scripted presentation). Mention that scale means different things for every audience.
- Current state of content teams – you can’t execute without a documented strategy. Even if you outsource content, you still need to have 1 person in charge of organizing it. Keep in mind that hiring a content strategist or manager won’t solve your problems. Editors are essential across every marketing department.
- Sales collateral in house
- Having an external writing team or service such as Scripted allows Marketers to save time, focus on strategy, keep their marketing team small, and get more creative original content from multiple writers. Use Rallyverse as a cushion.
- Content needs to reflect your brand and be relevant to your audience. Without understanding who your content is for and when it’s relevant, you’re brand is just creating content for the sake of creating content. Before you dive into idea generation answer these key questions first.
- Nicole will introduce both Ryan and Todd, who will go deeper into who they are and what they’ll be talking about.