Native Advertising: The Five-Point Guide

JEFF FAGEL jf1216 /jefffagel

Native Advertising: The Five-Point Guide

1

https://twitter.com/hartehanks





Om Malik Partner, True Ventures

Om Malik provided the simplest definition of native advertising. He described it as “a sales pitch that fits right into the flow of information being shown,” that is also meant to fit seamlessly into existing brand content and “is actually valuable to the person viewing it.”

What is native advertising?

2Source: Fast Company





http://www.fastcompany.com/3027012/technovore/go-native-ad-man


Dan Greenberg Founder and CEO, Sharethrough, and Co-Chair, IAB Native Advertising Task Force

“I firmly believe that advertising on the modern internet will be defined by meaningful content, not standard ads. There's a movement happening, away from interruptive, traditional ads, and towards thoughtful brand stories — and native ads are the most potent and effective distribution strategy for content-based advertising.”

Why does native advertising matter?

Source: IAB Native Advertising Playbook

Read my article on Native Advertising in Entrepreneur





http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-120413


Let’s dive deeper and review

5 Native Advertising: The Five-Point Guide

So I ask you: Is native advertising simply a fancifully-dressed up, repackaged iteration of a magazine advertorial?






Truth #1: Native ads are just repurposed digital versions of print advertorials.

Source: Advertorial in More magazine





http://www.more.com/


Truth #1: Native ads are just repurposed digital versions of print advertorials.

Source: Advertorial in More magazine

To learn more check out, www.pantene.com/fullandthick

• Pantene shampoo and conditioner system vs. leading salon brand systems based on 2007 Kline report of sales data.





http://www.more.com/


Truth #2: Native advertising is a different spin on a sponsored post.

Source: Digiday and Business Insider





http://digiday.com/sponsored/izeatt-evolution-native-advertising/

http://www.businessinsider.com/gary-vaynerchuk-on-social-media-2013-12


Truth #3: Native ads and sponsored content create surprising results.

Source: IPG Media Lab

More personal according to past customers.

0%

20%

40%

60%

80%71%

50% Native Ads

Banner Ads

0 1.1 2.1 3.2 4.2

Seen more frequently.

2.7

4.1Native Ads

Banner Ads

Offer higher brand lift.

18%Native ads feature…

Higher lift for purchase intent

9% Higher lift for brand affinity

More likely to be shared.

0%

8%

16%

24%

32%

32%

19%

Native Ads

Banner Ads

Native ads looked at 53% more frequently.





http://ipgmedialab.tekgroupweb.com/ipgmedialab/press-releases/ad-effectiveness-native-banner-ipg-lab.htm


Truth #4: Digital marketers need better pickup lines.

Source: Tango and Instagram





http://www.tango.me/get-tango/

http://instagram.com/




Shine a light on

what really matters.









Shine a light on

what really matters.

Source: Tango and Instagram Source: Little Caesars & Facebook







http://bcove.me/ejnrbhbn




Shine a light on

what really matters.Don’t be disruptive

and irrelevant.

Source: Little Caesars & Facebook







http://bcove.me/ejnrbhbn


Truth #5: Distribution is sh%t without content.

Source: Gawker and Wired





http://studioatgawker.kinja.com/weve-disguised-this-newcastle-ad-as-an-article-to-get-1508339241

http://www.wired.com/partners/netflix/




Create stellar, relevant content…










… targeted and written for the audience.







JEFF FAGEL jf1216 /jefffagel21

The opportunity: Strive to build native ad content that is tailored and personalized, ideally hyperlocal.

Consider an Opportunity and a Question






The opportunity: Strive to build native ad content that is tailored and personalized, ideally hyperlocal.

Consider an Opportunity and a Question

The question: How do you scale your native advertising?






To have any chance to survive, let alone flourish in this fragmented, attention-starved new reality, brand marketers need to stir an emotional response that gets people to talk,

"love," share and act on your company or product.

Conclusion







To have any chance to survive, let alone flourish in this fragmented, attention-starved new reality, brand marketers need to stir an emotional response that gets people to talk,

"love," share and act on your company or product.

Conclusion


Let’s spend more time on the basics – building breakthrough, relevant content – and less time on

chasing buzzwords.





Native Advertising: The Five-Point Guide

Marketing

Transcript of Native Advertising: The Five-Point Guide