Native Advertising Examples

of 30 /30
Native Advertising 2014 Law & Media Conference

description

Content Marketing was a $3.1 billion business in 2013. Here are some examples of local media native advertising.

Transcript of Native Advertising Examples

Page 1: Native Advertising Examples

Native Advertising2014 Law & Media Conference

Page 2: Native Advertising Examples

99.8% of banner ads are ignored

2

Page 3: Native Advertising Examples

Content Marketing Has Always Been Around

3

Page 4: Native Advertising Examples

2007 - Blendtec

4

Page 5: Native Advertising Examples

5

4xMore Effective

P&G Site

Page 6: Native Advertising Examples

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

6

Page 7: Native Advertising Examples

What Is Native Advertising? Sponsored content Branded content Native advertising

7

Page 8: Native Advertising Examples

Native Advertising is Content Marketing

8

Page 9: Native Advertising Examples

How Big is Content Marketing?

9

$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

Page 10: Native Advertising Examples

Awareness Is Top Marketing Objective For Native Mobile Ads

10

Page 11: Native Advertising Examples

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

11

Page 12: Native Advertising Examples

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

12

Page 13: Native Advertising Examples

SPONSORED CONTENT: Article sponsored by a specific advertiser

13

No Direct Relationship with the Advertiser

Page 14: Native Advertising Examples

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

14

Page 15: Native Advertising Examples

Custom Content: Sample Section Front

Page 16: Native Advertising Examples

Custom Content: Article Page

Page 17: Native Advertising Examples

Denver Post In-Feed Posts

FacebookTwitter

17

Page 19: Native Advertising Examples

Twitter In-Feed “Tweets”

Page 20: Native Advertising Examples

Cape May County Herald

20

Page 21: Native Advertising Examples

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

21

Sponsored Content Marketing

Page 22: Native Advertising Examples

Political - $5g for 5pgs

22

Page 23: Native Advertising Examples

Chicago Sun-Times Community NPs

23

Sponsored carousel slide

Native

Page 24: Native Advertising Examples

Sponsored tile and right rail

24

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

Page 25: Native Advertising Examples

25

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

Page 26: Native Advertising Examples

Case Study: Energy Supplement

26

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

Page 27: Native Advertising Examples

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

Page 28: Native Advertising Examples

When Native Ads Backfire

28

Page 29: Native Advertising Examples

29

Page 30: Native Advertising Examples

Peter [email protected]

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.

Sponsored Content