Native Advertising2014 Law & Media Conference

99.8% of banner ads are ignored

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Content Marketing Has Always Been Around

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2007 - Blendtec

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4xMore Effective

P&G Site

Native Advertising Is Flourishing Social media Content portals News properties Video-sharing sites Streaming services *Mobile = content streams

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What Is Native Advertising? Sponsored content Branded content Native advertising

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Native Advertising is Content Marketing

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How Big is Content Marketing?

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$3.1 billion in 2013 $5 billion by 2017 As a % of total social ad spending it was 38.8% in 2013

Source: BIA/Kelsey, December 2013

Awareness Is Top Marketing Objective For Native Mobile Ads

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Newspapers lead the way According to a recent Online Publishers

Association study, 73% of members currently offer native advertising solutions

Many newspapers/magazines such as the NYT, WP & LA TIMES have set up divisions to handle content marketing

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OPA native advertising best practices Clearly differentiate w/labeling Clear editorial standards and practices Make the content discoverable Optimize for mobile Use a consultative sales approach Define metrics/key performers upfront with the

marketer/agency Amplify through paid and social media on and off Promote native throughout the site to drive

traffic

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SPONSORED CONTENT: Article sponsored by a specific advertiser

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No Direct Relationship with the Advertiser

Content Creation

Freelancers write the articles, not the staff Upon completion address each content

piece with the advertiser Ad partner provides feedback, “courtesy

preview” No editorial feedback, only factual edits

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Custom Content: Sample Section Front

Custom Content: Article Page

Denver Post In-Feed Posts

FacebookTwitter

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Facebook In-Feed “Posts”

Twitter In-Feed “Tweets”

Cape May County Herald

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Press releases and special events - $7 to $10 per column inch

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Sponsored Content Marketing

Political - $5g for 5pgs

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Chicago Sun-Times Community NPs

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Sponsored carousel slide

Native

Sponsored tile and right rail

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Ten items on the home page carousel, three were sponsored content Two of the four tiles on the home page were sponsored.

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L.A. TIMES NATIVE CONTENT - SUCCESSESA personal finance series sponsored by a

credit union

“This is sponsored content. It does not involve the editorial or reporting staffs of the LA Times.”

BRAND PUBLISHING

Case Study: Energy Supplement

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Select articles reverse-published into print

20 pieces of content per month delivered on DenverPost.com

Sponsored channel integrated into site navigation

Strong engagement on article pages

Multiple advertisers included in ad sponsorship

CLIENT OBJECTIVE: Generate awareness of and engagement with a healthcare company’s website

TARGET AUDIENCE: Adults that want to maintain a healthy lifestyle and encourage their friends to do the same

SOLUTION: Connect with readers through the creation of a custom content series focused on exercise and nutrition

02:08 average

time spent

7.63% engagement

rate

1.94% click rate on Article

Teaser units

Case Study: Native Advertising Healthcare Series

When Native Ads Backfire

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Peter Contilocalmedia.orgpeter.conti@localmedia.org

Thanks

Local Media Association is an association made up of more than 2,400 local media news companies. Our members are the leading source for local information in their communities. We put on seven conferences a year, 42 webinars a year and offer a Center for Professional Development which includes programs such as Sales Certification.

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