Native Advertising: Branded Content in a Digital Age
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Transcript of Native Advertising: Branded Content in a Digital Age
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NATIVE ADVERTISING!BRANDED CONTENT IN A DIGITAL AGE!
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73Percentage of people who have little or no
understanding about native advertising.
SOURCE: Copyblogger’s 2014 State of Native Advertising Report
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na·tive ad·ver·tis·ing noun. A paid advertising approach in which the user experience follows the natural form and function of the media in which it is placed.
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FORM & FUNCTION
Designed to match the look and feel of natural or “native” content.
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NON-INTERRUPTIVEA f o r m o f
a d v e r t i s i n g
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NON-INTERRUPTIVEA f o r m o f
a d v e r t i s i n gRent Movies From Netflix
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a.k.a. ADVERTORIALS
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contentmarketing
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IRB, The Native Advertising Playbook
“”
Paid ads that are so cohesive with the page
content…that the viewer simply feels that they
belong.
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12 Places You Would Rather Be Than Your Desk Right Now Wouldn’t it be sweet to escape for a moment? Go ahead and take a vacation in your mind inspired by Truvía® Natural Sweetener.
posted on January 13, 2014 at 2:25pm EST
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Allows marketers to engage with consumers, while providing publishers
with a digital revenue source.
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Leading publications now have content generation studios to create native advertising content for brands.
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“The move feels like an inevitable one for The Wall Street Journal, which like The
New York Times and The Washington Post, has come around to native advertising as a
viable way to make up for sinking advertising and subscription revenue.”
Ricardo Bilton, Digiday
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FULL DISCLOSURE
!Advertisement
!Promoted By
!Sponsored
!Suggested Post
!Featured Partner
!Presented By
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“Simply put: Regardless of context, a reasonable consumer should be able to distinguish between what is
paid advertising vs. what is publisher editorial content.”
Source: Interactive Advertising Bureau (2013). The Native Advertising Playbook. http://www.iab.net/media/file/IAB-Native-Advertising-Playbook2.pdf.
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does it work?
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percent52How much more frequently consumers!look at native ads than they do banner ads.
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SOURCE: Sharethrough/IPG Media
Native ads lead to higher brand
affinity than banner ads.
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SOURCE: Sharethrough/IPG Media
32 percent would share a native ad with friends or family, compared to 19 percent who would share a banner ad.
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NATIVE!
1.0CONTENT!
1.2
SOURCE: Sharethrough/IPG Media
Consumers spend similar amounts of time looking at native ads and editorial content.
Average amount of seconds spent viewing
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How much?
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40T H O U S A N D
One article on Huffington Post for 4 days
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$100,000BuzzFeed charges
for five posts and a potential reach of 355 million.
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“Facebook Profit Tripled in First
Quarter” Headline / The New York Times / 04.23.14
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“[Facebook’s] advertising grew at its strongest rate in three years, with 59 percent coming from mobile ads – double the level of a year ago.”
The New York Times
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“Call us crazy, but we believe brands have the power to create
content that truly adds value to
people’s lives.” sharethrough.com
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NATIVE ADVERTISING!BRANDED CONTENT IN A DIGITAL AGE!