Native Advertising & Sponsored Content - A New Opportunity

Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey

Native Advertising / Sponsored Content:A New Opportunity Area

Kelly Benish, VP of Sales & Marketing, Search Influence

Who Am I? I work here. I blog here.

I volunteer here. And here.

I have a history in:


Everybody’s Talking About it

Everybody’s Talking About it

Image Source: http://www.dailymail.co.uk/femail/article-2027239/Lucy-Cavendishs-Gossip-Diary-Women-spend-5-hours-day-tittle-tattling-says-survey.html


Image Source: http://phillbarron.wordpress.com/2012/01/21/mystery-vs-confusion/

Gee, I’m just so confused!


What are you Talking About?

Image Source: http://www.zazzle.co.uk/1950s+posters

Image Source: http://2.bp.blogspot.com/_Lf_OqPz8o90/SLsT-WOrbYI/AAAAAAAAAeE/9IdynesEbVM/s1600-h/ilovelucy2.jpg


Oh My!

Image Source: http://ohyesohyes.blogg.se/2012/january/

Native Ads, Content Marketing,

Advertorial…


Advertorial Native Ads Content Marketing

Sponsored Content Camo for content Buzzword for SEO

Obviously paid for it Actionable Content Drives Traffic

Sales-oriented Advertorial-esque Brand Promotion

Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA KelseyImage Source: http://www.allposters.com/-sp/Man-Reading-Newspaper-Posters_i8005549_.htm

Nobody reads ads, people read what

interests them. Sometimes, it’s an ad.

- Howard Gossage


Why do you Want to do it?

• eMarketer’s estimated $2.55 billion from Native Ads in 2015.

• 59% of media buyers say native ads are very important. – Solve Media

• 70% of consumers prefer getting to know a company via articles rather than advertisements. - INMA

Image Source: http://www.fotosearch.com/print/clt003/s7818/

Money, money, money!


Native Advertising 101

• Promotes Content• Choice• Visually Integrated• Denoted as paid• Branded

Image Source: http://www.abovetopsecret.com/forum/

Loving this rumble seat!


• Branding = conversion• Savvy customers – Don’t like display

• Revenue-driving experience• Engage users with content• Leverage customer attention

Image Source: http://www.otrcat.com/creepiest-old-time-radio-show-collection-p-49481.html

Why Native Ads?


Concerns

• Scale• Timeliness• Oversaturation risk

• Conversion• Guidelines• Tracking data

Image Source: http://www.shadowlocked.com/201108052046/lists/top-10-coolest-gangs-in-film.html


Social Bookmarking


Native Social Advertising & Promotionof all web traffic comes from shared content

20%

Image Source: http://www.theguardian.com/local-government-network-serco-partner-zone/serco-partnerzone-innovation-shared-service


InfographicsGet More Leads!

Image Source: http://www.newsday.com/long-island/li-life/doris-lentini-s-photos-show-how-long-island-lived-1.2413195

Viral Infographics

Image Source: http://nowthinkagain.net/blog/office-politics-rule-3-%E2%80%93-politics-does-not-exempt-you-from-making-a-contribution/man-drinking-coffee/

Golly, those are some

great results!


WHITEPAPERSQuality Content Earns Leads.


SPONSORED BLOG POSTSHidden Advertising Opportunities.

Image Source: http://juneauempire.com/local/2013-09-16/life-preserved-letters-love


Everyone’s Doing it…(almost)

Image Source: http://rokpool.com/category/tags/dance-this-mess-around


How Should I Package Native Advertising?


But…Are They Doing it Right?

Image Source: http://www.standupexecutive.com/?attachment_id=4789


The Anatomy of Native Advertising


Guidelines to Native Advertising

• It’s not only about impressions and visits– Connecting the brand to the content– Connecting the content to the consumer

• You need a content team – (A skilled content team)– (That can scale)• 54% of brands don’t have an in-house person

dedicated to creating content – e-marketer


Show me the Proof


Not All Updates Are Equal


Facebook Ad Effectiveness


That’s Pretty Convincing Proof

You’ve Got There!

Image Souhttp://jake-weird.blogspot.com/2011/01/happy-birthday-stephen-bogart_06.htmlrce:


My Longevity is Due to my Good

Timing-Tony Curtis


SEARCH INFLUENCEScalable Solutions Powered by Experts


About Search Influence

White label online solutions provider.

We have a huge, talented team.

We are located in a fun city.

Tons of expertise.

And honors.

We’re growing. (exponentially)


We’ll take care of all the heavy

lifting

Ayyyyy!

Image Source: http://www.javelinexperiential.com/experiential-marketing/be-an-event-marketing-sensation-without-jumping-the-shark


As Seen In:


About Will Scott, CEO• First website online in 1994

• Deployed over 2,500 customized web sites in 18 months (with a production staff of only 12).

• Former Vice President of YPsolutions (acquired by Local Matters)

• Online directory vendor to 20 independent Yellow Pages

• Deployed over 300 online yellow pages / year with print “look and feel”

• Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 months

• Uniquely qualified to help media companies’ online products


Search Influence Leadership Team

Angie ScottFounder / COO

Kelly BenishVP Sales & Marketing

Luke LedetLead Developer

Steve MaloneyContent / Production

Manager

Paula KellerDirector of Account

Management

Jeremy Brown Operations Manager


Make Your Clients Love you…(even more than they already do!)


Existing Partners


Thank you!

Kelly Benish• searchinfluence.com/blog• [email protected]• twitter.com/LoKellSearch• www.Linkedin.com/KellyBenish

mailto:[email protected]

mailto:[email protected]

Native Advertising & Sponsored Content - A New Opportunity

Marketing

Transcript of Native Advertising & Sponsored Content - A New Opportunity