Native Advertising

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Transcript of Native Advertising

Native Advertising

Native AdvertisingJordyn, Erin, David, Mitch Group 23

What is Native Advertising?Form of advertisementThe activity of explicitly paying for media space or time in order to direct favorable attention to certain goods or services. Turow, p. 91Whats different?Fits naturally on a pageUndisruptiveChance to speak naturally with customersBuilding relationships in digital environments Native Advertising: IAB

http://www.iab.com/guidelines/native-advertising/

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Ultimately, we will show the benefits and drawbacks of native advertising, as well as examples, in order to demonstrate that integrating native advertising into daily life is a matter of media literacy.

BenefitsBrandsMedia Content ProvidersConsumers

BrandsShareable NicholsViral

http://www.exactdrive.com/news/what-are-the-benefits-of-native-advertising

Nichols, T. (2015, May 28). What Are The Benefits Of Native Advertising? Retrieved November 18, 2015, from http://www.exactdrive.com/news/what-are-the-benefits-of-native-advertising

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BrandsShareable NicholsViralHigher click-rates than banner ads HoelzelParticularly on mobile devices Cost effective Phil for HumanityVersus traditionalTargetedIncreased attention25% more likely to look at than banner DelaurentisHigher perception Ad blindnessPotential for following

http://www.exactdrive.com/news/what-are-the-benefits-of-native-advertisinghttp://www.businessinsider.com/spending-on-native-ads-will-soar-as-publishers-and-advertisers-take-notice-2014-118

Media Content ProvidersFlow of advertisement with content Phil for HumanityMore useful and interesting to consumersPerception of the media providerAds are more noticeable to modern, more ad-blind consumersAd space sales

ConsumersInformative Social Media Pros and Cons - ResourcesVersus banner adsAccountability of companies to consumers ChandUndisruptive Native Advertising: IABVersus pop-up ads

(https://www.psprint.com/resources/social-media-marketing-pros/)(http://www.ibtimes.com/most-people-think-native-ads-are-real-articles-they-later-feel-duped-study-2087024 or http://adage.com/article/media/media-companies-label-native-ads/298944/)

http://www.yourarticlelibrary.com/advertising/6-main-benefits-of-advertising-to-consumers/2037/

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POP UP ADS IN REAL LIFE!

DrawbacksBrandsMedia Content ProvidersConsumers

BrandsConsumers may not realize the posts are advertisements Phil for HumanityInternalizationDeceptionPotential for lost trustNo set standards/no ways to compare performance for most forms of native adsPotential loss of revenueSpam?

Media Content ProvidersConfusion and deception Phil for HumanityPerception of media content providerAdvertorial with a twistSpam lowering rank of websitePotential for decreased traffic

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ConsumersDeception and confusion Phil for HumanityIncreased need for media literacyAd-blindnessDisruptive? AustinFocus group: advertisement-free news

Examples Media Literacy and You

Hint?

PinterestPromoted PinsDefinition: Promoted Pinsare just like regular Pins, only you pay to have them seen by more people. Theyre native ad units that perform just as well, if not better, than organic Pins, helping people discover and save ideas for their future. Pinterest for BusinessMarketing GoalsAwarenessIntroduce your brand to the most desired audience aroundWalgreens increased referral trafficEngagementPeople save pins they are considering for future projectsBank of America: doubled engagementTrafficIncreased traffic to advertisers websiteDot & Bo: daily clicks increased 18000%

https://business.pinterest.com/en/promoted-pinsWalgreensmore than tripled their referral traffic from Pinterest

Bank of Americareached 6 million unique Pinners in less than 5 months and saw 2X engagement on their Promoted Pins

Dot & Boquadrupled the number of people visiting their website, increased repins by 6000% and boosted daily clicks to their site by a whopping 18000%

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Whats the difference?

Scroll a bit to find out!

TumblrSponsored PostJust like regular Tumblr postsjust way more visible HeineTargetableSponsored DayNative ad / Banner ad hybrid Heine

http://www.adweek.com/news/technology/tumblr-debuts-new-ad-sits-top-users-dashboards-24-hours-16409921

Again Whats the difference?But Whats the same?

In conclusionBenefits and drawbacksTakes many forms in our daily livesNavigating this relatively new form of advertising will require media literacy skills

Works CitedAustin, S. (2015, January 23). Consumer attitudes to native advertising. Retrieved November 18, 2015, from https://yougov.co.uk/news/2015/06/23/consumer-attitudes-native-advertising/

Chand, S. (2012, July 7). 6 Main Benefits of Advertising to Consumers. Retrieved November 18, 2015, from http://www.yourarticlelibrary.com/advertising/6-main-benefits-of-advertising-to-consumers/2037

DeLaurentis, J. (2013, October 13). What is Native Advertising & What Are the Benefits? Retrieved November 18, 2015, from http://www.womensmarketing.com/blog/2013/10/what-is-native-advertising/

Heine, C. (2015, April 16). Tumblr Debuts New Ad That Sits at the Top of Users' Dashboards for 24 Hours. Retrieved November 18, 2015, from http://www.adweek.com/news/technology/tumblr-debuts-new-ad- sits-top-users-dashboards-24-hours-164099

Hoelzel, M. (2015, May 20). Spending on native advertising is soaring as marketers and digital media publishers realize the benefits. Retrieved November 18, 2015, from http://www.businessinsider.com/spending-on-native-ads-will-soar-as-publishers-and-advertisers-take-notice-2014-11

Native Advertising: IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy. (n.d.). Retrieved November 18, 2015, from http://www.iab.com/guidelines/native-advertising/

Nichols, T. (2015, May 28). What Are The Benefits Of Native Advertising? Retrieved November 18, 2015, from http://www.exactdrive.com/news/what-are-the-benefits-of-native-advertising

Social Media Marketing Pros and Cons - Resources. (2012, September 2). Retrieved November 18, 2015, from https://www.psprint.com/resources/social-media-marketing-pros/

Turow, J. (2013). Financing and Shaping the Media. InMedia Today: Mass Communication in a Converging World(5th ed.). Taylor & Francis.

Phil for Humanity, The Pros and Cons of Native Advertising. (2013, June 11). Retrieved November 18, 2015, from http://www.philforhumanity.com/Native_Advertising.html

Promoted Pins. (2015). Retrieved November 18, 2015, from https://business.pinterest.com/en/promoted-pins