experts: How to succeed with native advertising · PDF file Why is native advertising so...

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Transcript of experts: How to succeed with native advertising · PDF file Why is native advertising so...

  • 9How to succeed with native advertisingexperts:

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    advertising give you their insights on how to make legitimately mindblowing native advertising. In this e-book you get nine experts’ answers to the two questions:

    - Why is native advertising so popular?

    - How do you succeed with native advertising?

    Happy reading.

    INTRO Native advertising is THE thing right now. The industry is booming and millions upon millions of dollars are invested in making quality sponsored content. But why is that so? And how do you become successful in your work with native advertising? Instead of us babbling away with our own answers, we want to take it to the next level, and let some of the abso- lute experts in native

  • EXPERT 1: Russell Oakley, Head of Business Development at The Moment - page 4

    EXPERT 2: Dale Lovell, Content and Publishing Director at Adyoulike - page 6

    EXPERT 3: Stephanie Losee, Executive Director of Brand Content at Politico - page 8

    EXPERT 4: Leanne Brinkies, Head of Native Advertising at King Content - page 10

    EXPERT 5: Peter Minniun, Head of Brand Initiatives at Interactive Advertising Bureau (IAB) - page 12

    EXPERT 6: Stuart Feil, Custom Publishing Director at Adweek - page 14

    EXPERT 7: Newell Thompson, Vice President of Content Marketing & Strategies for Time Inc, Sports Illustrated, Fortune, Money & CNNMoney - page 16

    EXPERT 8: Sam Rosen, Vice President of Marketing at The Atlantic - page 18

    EXPERT 9: Liz McDonnell, Director of Marketing at The New York Times - page 21

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    Why is native advertising so popular? “Digital content continues to become more easily accessible, more creatively formed and utterly compelling for readers and viewers. The choice for consumers has become so expansive that brands and organisations must find new ways to attract attention and engage their audiences. As a result, the lines between advertising, PR, entertainment and communications are blurring and brands have realised that if you can’t beat them, join them. Use native advertising!

    By naturally integrating relevant content into our online experiences, native ads can significantly increase the engagement and effectiveness of a brand campaigns. If done badly it can infuriate the reader or viewer, jarring their experience and leave a terrible taste in the mouth. However, if done well, it can appear completely seamless, a natural place for that content to sit and the passport that allows the advertiser to feature right in the slip stream of content that the reader/viewer naturally wants to consume. And this is why native advertising has become so popular.”

    Push boundaries, do the unexpected

    Russell Oakley is Head of Business Development at The Moment (previously known as ONE TWO FOUR, which is an international content company based in London with several offices in England, the USA and Abu Dhabi. At The Mo- ment, they are working with content strategy and produc- tion and also native advertis- ing for clients such as Levi’s, Philips, BBC World News, Audi and lots of other worldwide companies.

    Content, content and even more content. The readers and viewers have so much content to choose from that brands need to find new ways to attract their attention.

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    How do you succeed with native advertising? “There is a unique skill to matching branded content to the environment in which it sits so that the reader/viewer engages with the content as they would with an unbranded piece.

    Firstly, to earn and maintain the trust of the viewer or reader, the brand must be transparent and honest about the fact that they are there in the first place. Ultimately, if the brand is creating content that fits naturally in this environment, it is most likely going to be content that the reader or viewer will be interested in anyway regardless of whether it is sponsored or not.

    Secondly the integration of the advert onto the platform on which it sits should feel both natural and, on occasion creative in order to be transparent and not covert. This might be brand funded documentary content on YouTube or a sponsored “Top 20 list” on Buzzfeed.

    And finally, the content produced should be of a sufficient editorial or production quality that it warrants the reader or viewers’ attention. The most successful brands using

    “The brands that are pushing boundaries, doing the unexpected, making people think, providing value to target audience and creating talking points rather than talking about them- selves, are the brands that are winning.”

    native advertising are the ones that are becoming thought leaders. The brands that are pushing boundaries, doing the unexpected, making people think, providing value to the target audience and creating talking points rather than talking about themselves, are the brands that are winning over the consumer, creating recall and ultimately a path to further engagement and purchase.”

    You need to push boundaries and do the unexpected in order to get the attention of the consumers.

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    Why is native advertising so popular? “Native advertising is the single biggest digital advertising trend of recent years. The reason for the popularity of the medium is down to a number of factors. Firstly, the decline and ‘banner blindness’ of banner display advertising; secondly, the growth in social media and content marketing – where consumers consume brand content in the feed; and thirdly, the explosive growth in mobile advertising. All of these three factors are interlinked and combined in native advertising growth. Native advertising is also the future of all digital advertising – where content and creativity are at the heart of the brand message, rather than a single ‘look at this’ disruptive message. All future digital campaigns will need to involve content at some stage for engagement and success.”

    You need to think about the customer’s needs

    Dale Lovell is Content and Publishing Director at Adyou- like, the European leader in native advertising technology and native ad network. Before Adyoulike, Dale was Publish- ing Director and Co-Founder of Content Amp, a content marketing service that was acquired by Adyoulike in March, 2014. Dale has 15 years of experience in online content and online publish- ing. He has been working as a journalist, editor, online publisher and content mar- keter with leading brands and media agencies on hundreds of innovative branded content campaigns.

    Banner blindness has made brands and agencies turn to native advertising to get the attraction of the consumers.

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    How do you succeed with native advertising? “For success with native advertising, businesses need to think about the customer’s needs. Native advertising works best when it involves the promotion of relevant content; content that adds value to your customer’s needs. This could be a useful brand editorial or an entertaining video, but it’s using content as currency to attract and engage with your target audience. Once you have the content right then it’s important to work with the right native vendors to ensure that you distribute your content in the right environments and target the right audience at the right time. As native advertising is now becoming tradeable programmatically, the opportunity to distribute the right brand content, to the right audience, in real-time, means that the opportunities for success with native advertising are exceptional for businesses of all sizes.”

    “Once you have the content right then it’s important to work with the right native vendors to ensure that you distribute your content in the right environments.”

    Useful content is a great way to attract and engage with your target audience.

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    Why is native advertising so popular? “I think native advertising is all the rage because it offers brands and publications a way to address digital disruption after a long era of confusion. For several years after the Internet changed the value proposition between publications and companies, companies withheld a portion of their advertising budgets while they figured out how to connect with audiences who were now scattered across the digisphere. After a period of experimentation, we determined that the way to engage was through content marketing – sponsored information. Brands can publish content and speak directly to their audiences, but they also still want to reach publishers’ audiences. How? Digital advertising is a work in progress, and it’s interruptive. Native advertising doesn’t have to be. Using your budgets to sponsor information that your brand’s audiences are interested in is very promising, and what’s more, it’s positive. Not an interruption, but rather a service.”

    Stephanie Losee has just recently been appointed as Executive Director of Brand Content at Politico which is about to establish Politico Focus, an in-house depart- ment that will create native advertising for brands. Stephanie was brought in from a position as manag- ing editor at Dell, where she helped build the computer company’s content strategy.

    After a long era of confusion, native advertising offers a way to address digital disruption.

    and your work will succeed Make it about them,not you,