What is…..

Native Advertising?

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What is…..

Native Advertising?

Is Native Advertising the #nextbigthing?

Or is it just another hyped buzzword…

The Definition of Native Advertising

Ads that are designed to appear “native” to

the website or channel within which it is

placed.

Native Advertising Is….

Quality content combined with a paid

advertising strategy

Or also known as…

Custom content

Sponsored Content

Branded Content

Content Marketing

Have I Seen Native Ads?

You have if you’re currently using…Facebook

Twitter: Promoted Tweets and Accounts

Sponsored Listings

Spotify Playlists

News and Content Sites

News sites, such as Forbes and The Atlantic

Blog networks, such as The Awl and Gawker

Humor and Meme Sites, Buzzfeed (the Native Ad

King), Cheezburger Network, Cracked.com (Demand

Media)

Native Ads on Content Sites Could Be…

Co-created by the brand and the publisher

Sponsored by the brand, created by the publisher

Created by the brand, in the publisher’s native format

Created and hosted by the brand, and shared or

disseminated via the paid network

BRANDING IS KEY.

What Makes An Ad “Native”?

“Native” to the user experience

Non disruptive content within the stream or feed

Paid placement – and denoted as such (“sponsored”,

etc)

Branded: Related to or somehow incorporating the

brand

Content: Beyond a simple ad, it could be:

A blog post

An image slideshow

A video

A tweet or status update

An image

The Elements of a Native Ad

Be helpful

Be interesting!

Be engaging: Would a user share this?

Be exciting, quirky, entertaining, or crazy

Use good quality images

Fit in with the brand’s tone and value proposition

Integrate with a full digital campaign, including

landing pages, an email campaign, and product

offering.

Mark the ad as sponsored

Why Use Native Ads?

#1: User Experience

Why Use Native Ads?

Create a better, non-disruptive user experience

Focus on branding, rather than a conversion

Display ads are being screened out by more savvy

customers

Publishers want to create a more quality experience for

customers, while still driving revenue.

What Native Ads Do:

Paid, Earned and Owned:

We Know It’s Getting Serious, Because…Facebook recently slimmed down their ad offerings

Google’s “Doubleclick for Publishers” announced they will

support individual native ad products

Buzzfeed is training agencies in native content creation

The IAB has created a Native Advertising Task Force

Spend on Native Ads are projected to move from $2.36b in

2013 ($1.63b in 2012) to $4.57 billion by 2017

User Experience = User Integrity

Concerns and challenges….

• Is it scaleable?

• Timeliness and creativity is key.

• Risk of oversaturation.

• Requires ad standards and ad platforms

• Will users pay attention to them, and convert?

But it’s also very exciting…

• People aren’t on TV or looking in the phone book anymore

• Banner ads aren’t likely to work

• As mobile users increase, the opportunity is huge

• More value for customers and brands:

• Customers: Less Interruptive

• Brands: More engaging and interactive

How Is It Implemented?

Pricing

Buzzfeed’s average campaigns start at $100k, with 5-10 posts. Ads are sold in “story units”.

Operates similar to direct ad buys, with major networks

Prices include Content Creation (Agency and Publisher) and a CPM

Other networks including ShareThrough and Nativo operate similar to standard display networks

Outbrain and Taboola are excellent self-service platforms that are competitively priced and

enable content sharing.

Will This Work For My Brand?

Are you already creating content?

Are you already promoting your business with paid ads, for example:

Google AdWords, or another form of pay-per-click search engine marketing

Promoted listings in newspapers or industry websites

Display advertising or remarketing

You’re already promoting content on social networks, and paying for it:

Facebook Sponsored Stories

Twitter Promoted Accounts

Native Ads are the next level:

They are a display ad that is native to the user experience,

and therefore more likely to capture user attention.

How Can I Use It In My Business?

1. Create branded, shareable, clickable content, that has the ability to serve as an ad unit:

1. Videos

2. Branded imagery

3. How-To or Lifehack articles

4. Blog posts

5. Slideshows

6. Videos

2. Shift advertising spend to promote content, rather than ads, across channels, including:

1. Facebook, Twitter, Tumblr or other social networks

2. Content “suggestion” plug-ins, such as Outbrain or Taboola

3. Relevant websites to your target audience who accept sponsored posts

Native Advertising: A Fusion of Marketing

Questions?

Bonus: Examples!

Bonus: Examples!

Bonus: Examples!

Thanks for participating!

For more helpful resources, check out:

www.bluefountainmedia.com/blog

www.bluefountainmedia.com/resources/whitepapers

5 Tips for Adapting to Enhanced Adwords CampaignsWednesday, August 28th, 2013

12:00 PM – 1:00 PM EST

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