Languages
Pages
Legal
Native advertisingThe fastest way to speed
up content marketing
The Agenda• What is native advertising?• 6 ways to get your content out• Why is it growing?• 7 tips to making it work
What is native advertising?
Native advertising is paid advertising where the ad matches the form, feel and function of the
content of the media on which it appears.
Native advertising is paid advertising where the ad matches the form, feel and function of the
content of the media on which it appears.
Let’s dive in
Why here atContent Marketing?
”If you build it they will come”is not enough anymore
By 2020, the amount of information on the Internet will grow by 500%
compared to last year
Source: Mark Schaefer, The Content Code
0.8%
Native advertising will become part of every content marketing strategy
It is delivering relevant, valuable and engaging content to a clearly defined audience in order
to drive profitable customer action.
6 ways to get your content out there
#1: Articles in newspapers, magazines and blogs – offline and online
#2: Promoted or sponsored posts on social media
#3: Advertiser funded programming on broadcast and web tv
#4: Influencer distributed content
#5: In app content
#6: Programatic platforms
How big is it?
Traditional advertising
2015 = 75%
Traditional advertising
2020 = 50%
Native advertisingContent marketing
Hvad skal vi igennem? In 2020 75,9% of all
digital marketing will be mobile
63,2% of that will be native advertising
43% uses it for CMSource: CMI
#3: The honeymoon
is over
Why is it growing?
#1. Advertisers want it
Hvad skal vi igennem?
Hvad skal vi igennem?
44%
@BrennerMichael
Hvad skal vi igennem?
Hvad skal vi igennem?
CTR on Native is 4xor more
#2. The publishers want it
85% says native is important or very important
92% believe it ads value to advertisers
75% believe it ads value to audienceSource: Native Advertising Institute
#3. The customers want it
Facebook sponsored post gives 49x more clicks than Facebook ads
At 45% of the price45 Source: Josh Koetsier-survey
33% of the readers are equally inclined to click on an article that comes from a brand as they are that of
an editorial articleSource: Contently
The audience is looking more on sponsored articles that they are looking at regular editorial content
(26% vs 24%) Source: Sharethrough and IPG Media Lab
7 tips to making it work
#1: You need a strategy
#2: Find the right audience
#3: Native advertising needs to be just as good as the editorial content
#4: Leverage the skills of the media companies
31% has an inhouse studio66% use editorial team
#5: It has got to be transparent
#6: Make it shareable and multichannel
61
A NEXT GENERATION ENTERTAINMENT SERIES – INTEGRATION SOCIAL AND MOBILE PLATFORMS
62
A NEXT GENERATION ENTERTAINMENT SERIES – INTEGRATION SOCIAL AND MOBILE PLATFORMS
63
A NEXT GENERATION ENTERTAINMENT SERIES – INTEGRATION SOCIAL AND MOBILE PLATFORMS
#7: Be a daytrader
Who is doing it right?
What: Sponsoreret posts on Reddit
How: • Marriott Hotels ran ”Virtual Travel
Experience”-campaign. • Asked users to promote their city
Results: • 200.000 visits
• The sponsored peice with most user-generated content
• Webby awards for best native advertising
Resultat: • 70.000 read article• 20.000 saw video• 5.200 shares on Facebook
• Ran out of meat one week before Christmas
• Mediebedriftenes Landsforenings (MBL) markedspris for 2014
Challenges and threatsLet’s dive in
Business
Target audience
Competitors
Influencers
BuzzSumo
Ads in-stream on Facebook
What about programmatic???
Keywee
Channels
Earned Paid
Owned
Earned Paid
Content Advertising
Organic Paid
Traditional media
PR Native
Social Media
Shares Native
Influencers
PR Native
Top Related