Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15

Clearing up the murkiness of this thing called “native”

Susan Borst

@susanborst

IAB native advertising task force

@susanborst

love

@susanborst

love noun 1. an intense feeling of deep affection. "babies fill parents with intense feelings of love" synonyms: deep affection, fondness, tenderness, warmth, intimacy, attachment, endearment 2. a person or thing that one loves. "she was the love of his life" synonyms: beloved, loved one, love of one's life, dear, dearest, dear one, darling, sweetheart, sweet, angel, honey

@susanborst

@susanborst

@susanborst

A suite of ad products

Deliver 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.

@susanborst

- IAB Native Advertising Playbook

The aspiration

The six categories

Evaluating the ad types

@susanborst

Examples of this type of in-feed ad include: BuzzFeed, Gawker, Forbes BrandVoice, and Mashable.

The truest aspiration of native…

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Recommendation Widgets

But wait….

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Focus on in-feed ads

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@susanborst

4 main in-feed ad types

•  story ads (written text)

•  video ads

•  app install ads

•  product ad (aka product listing ad)

<---Non-Promotional Content Promotional--->

@susanborst

@susanborst

clicking tapping swiping

hovering scrolling

+??

STOP

@susanborst

@susanborst

what do consumers

think?

h.p://staff.onionstudios.com/videos/sponsored-‐content-‐pre.y-‐fucking-‐awesome-‐1935 h.p://staff.onionstudios.com/videos/sponsored-‐content-‐pre.y-‐fucking-‐awesome-‐1935

@susanborst

July, 2014

3 news verticals

@susanborst Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14

Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14

@susanborst

86%

Online ads = Necessary Evil

60%

More open to stories v. sell


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71% 61% 70%

Business Entertainment Genera l


They’ve seen it

Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst

82% 85% 41% (*whoa!)


Business Entertainment Genera l

They get that it’s paid for by a brand*

@susanborst

content brand


Before the click...


@susanborst

Relevant

Authoritative

Authentic/ Trustworthy


The “Vogue effect”

@susanborst Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14

Brand perceptions


@susanborst

IAB NaJve AdverJsing Playbook

How are native ads disclosed?

(Image used for representaJon only.)

@susanborst Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015

Evaluation Criteria #1 -Primary Disclosure Statement

Does ad include typed out Primary Disclosure Statement?

Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst

Evaluation Criteria #1 - Primary Disclosure Statement If there is a typed out Primary Disclosure Statement, what is the disclosure language?


Evaluation Criteria #1 - Primary Disclosure Statement If there is a typed out Primary Disclosure Statement, where is the disclosure language found in the ad and is the font size larger, smaller or the same as the ad copy?


Evaluation Criteria #2 - Brand/Company Disclosure

Is the brand or company sponsor disclosed?


Evaluation Criteria #2 - Brand/Company Disclosure Is the brand or company sponsor is disclosed, how is it disclosed?

@susanborst Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015

Evaluation Criteria #3 - Shading Does the ad have any shading?

-‐ If yes, is it dark, medium or light?


Evaluation Criteria #4 - Lined Border

Does the ad have a lined border, either a lined rule above or below or a complete boxed line around it?


Although specula.ve, what might we expect from FTC guidance on na.ve adver.sing disclosure?

How does the FTC announce that they are providing formal guidance?

What, if anything, publishers/marketers/agencies could or should do in an.cipa.on of poten.al guidance being issued for na.ve adver.sing?

If guidance is issued, how should publishers/marketers/agencies respond?

@susanborst

Relevance – Not working as well

I guess it would be ok if Toyota

sponsored an article about

great road trip recipes...but not something like fracking. Just

doesn't fit.

I don't know that brand at all, but I like the article. If I saw it enough, I might check out the sponsor, but

I'm not sure.

If I see that the article is written by the sponsor's

President or something, that

can have a negative effect as

it may be more biased.


Opportunities and Challenges

•  Scale & Programmatic native

•  Ad blocking

Programmatic native

Image: Sharethrough @susanborst

Programmatic native

@susanborst

Ad blocking

Before AdBlock After AdBlock

h.p://blog.pubnaJon.com/publishers-‐fight-‐back-‐how-‐the-‐top-‐50-‐websites-‐combat-‐adblock/

Native Advertising – Three Take-Aways

Relevant

Match editorial in style/quality

Brands: Know where your ads are being

placed when served programmatically.

Publishers: Turn away advertisers that

don’t fit

AuthoritaBve

Share your exper6se vs. sell

Brands: Resist the urge to ask to have brand claims in your sponsored content.

Publishers: Help advertisers adopt a

more editorial mindset

AuthenBc

Be yourself in a transparent fashion

Brands & Publishers: Err on the side of

transparency – from authorship to

disclosure

@susanborst

Thank you.

@susanborst Image credit: swellwomen.com

Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15

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Transcript of Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15