The Marketers Guide to Native Advertising
54
ALL ABOUT NATIVE ADVERTISING MARCH 20TH - AAF JACKSON
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My presentation for the Jackson chapter of the American Advertising Federation on March 20th, 2014. As consumers continue to get inundated with banner ads, pre-roll video ads, pop-ups and other types of disruptive advertising, the easier it is for them to ignore a company's ads altogether. This wastes millions of dollars in advertising that consumers simply don't remember. Native advertising is a rising medium for businesses to reach the right consumers organically in the editorial feeds where they regularly consume content. These native ads feature a brand's content like articles, videos, photo and more in various forms like Twitter's Promoted Tweets, promoted videos on Forbes, BuzzFeed's Feature Partner content, sponsored articles on Mashable, Yelp's Sponsored Listings and others. It's important to understand this shift in consumer behavior, why it's effective for businesses, how it can be measured and to see examples of companies already using this new form of advertising well.
Transcript of The Marketers Guide to Native Advertising
A L L A B O U T N AT I V E A D V E R T I S I N G
M A R C H 2 0 T H - A A F J A C K S O N
M A R K E T I N G C O N S U LTA N T, S P E A K E R & F R E E L A N C E W R I T E R
B R I A N H O N I G M A N
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M Y M O M S E N T M E T H I S N AT I V E A D F R O M D O V E - N AT I V E A D V E R T I S I N G W O R K S
T H E O V E R S AT U R AT E D L A N D S C A P E
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@ B R I A N H O N I G M A N
Y O U A R E M O R E L I K E LY T O C L I M B M O U N T E V E R E S T T H A N C L I C K O N A B A N N E R A D .
S O U R C E : S O LV E M E D I A
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Y O U A R E M O R E L I K E LY T O G E T I N T O M I T T H A N C L I C K A B A N N E R A D .
S O U R C E : H U B S P O T
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Y O U A R E M O R E L I K E LY T O B I R T H T W I N S T H A N C L I C K A B A N N E R A D .
S O U R C E : S O LV E M E D I A
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8 0 % O F P E O P L E S E E D I S P L AY A D S T H AT A R E N O T R E L E VA N T.
S O U R C E : M E D I A P O S T
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T H E AV E R A G E C L I C K - T H R O U G H R AT E O F D I S P L AY A D S I S 0 . 1 % .
S O U R C E : D O U B L E C L I C K ( G O O G L E )
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A B O U T 5 0 % O F C L I C K S O N M O B I L E A D S A R E A C C I D E N TA L .
S O U R C E : G O L D S P O T M E D I A
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A F T E R S E E I N G A P R E - R O L L A D , 2 9 . 3 % A R E M O R E L I K E LY T O V I E W A B R A N D “ U N FAV O R A B LY ” O R “ V E R Y U N FAV O R A B LY ”
T H A N T H O S E W H O H AV E N ’ T.
S O U R C E : S H A R E T H R O U G H
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A N A LT E R N AT I V E AT T E N T I O N G R A B B E R ?
N AT I V E A D V E RT I S I N G .
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W H AT I S N AT I V E A D V E R T I S I N G ?
It comes in many different forms.
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W H AT I S N AT I V E A D V E R T I S I N G ?
It’s pay to play.
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W H AT I S N AT I V E A D V E R T I S I N G ?
It’s useful content, not a pure ad.
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W H AT I S N AT I V E A D V E R T I S I N G ?
It’s delivered in-stream.
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W H AT I S N AT I V E A D V E R T I S I N G ?
Supposed to be clearly labeled as advertising.
S O U R C E : S H A R E T H R O U G H
O P E N V S . C L O S E D N AT I V E A D S
1. Open Native Ads:
2. Closed Native Ads:
@ B R I A N H O N I G M A N
O K AY, I T ’ S S TA R T I N G T O M A K E S E N S E .
B U T, W H AT D O E S N AT I V E L O O K L I K E I N T H E W I L D ?
@ B R I A N H O N I G M A N
E X A M P L E S O F N AT I V E A D V E R T I S I N G
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E X A M P L E S O F N AT I V E A D V E R T I S I N G
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E X A M P L E S O F N AT I V E A D V E R T I S I N G
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E X A M P L E S O F N AT I V E A D V E R T I S I N G
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E X A M P L E S O F N AT I V E A D V E R T I S I N G
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E X A M P L E S O F N AT I V E A D V E R T I S I N G
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S O U N D S C O O L .
N O W, W H O U S E S N AT I V E ?
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W H O U S E S N AT I V E A D V E R T I S I N G ?
Fortune 500 Brands.
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W H O U S E S N AT I V E A D V E R T I S I N G ?
Medium & Small Businesses.
@ B R I A N H O N I G M A NPublishers.
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I T ’ S A L L C O M I N G T O G E T H E R .
H O W D O I B E N E F I T ?
@ B R I A N H O N I G M A N
B E N E F I T S O F N AT I V E F O R A D V E R T I S E R S
1. Higher ad effectiveness, less add blindness.
S O U R C E : S H A R E T H R O U G H
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B E N E F I T S O F N AT I V E F O R A D V E R T I S E R S
2. Increased brand perception, higher engagement.
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B E N E F I T S O F N AT I V E F O R A D V E R T I S E R S
3. Highly customizable to campaign needs, depending on outlet of choice.
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B E N E F I T S O F N AT I V E F O R P U B L I S H E R S
1. Seamless user experience, not disrupted by ads.
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B E N E F I T S O F N AT I V E F O R P U B L I S H E R S
2. New revenue stream with better results.
+ = 146,766 Social Actions
@ B R I A N H O N I G M A N
T H E B E N E F I T S A R E C L E A R .
W H AT D O E S I T TA K E T O D O N AT I V E W E L L ?
@ B R I A N H O N I G M A N
S E L F - S E R V E N AT I V E A D S - S T E P 1
Identify an audience and their interests.
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Create content that matches the interests of that audience.
S E L F - S E R V E N AT I V E A D S - S T E P 2
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Locate a channel of distribution that matches your audience’s consumption habits.
S E L F - S E R V E N AT I V E A D S - S T E P 3
S E L F - S E R V E N AT I V E A D S - S T E P 4
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Pay for added distribution, making use of targeting.
S E L F - S E R V E N AT I V E A D S - S T E P 5
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Measure results and iterate.
Performance
Engagement
Awareness
0 17.5 35 52.5 70
H O W T O D O C U S T O M / / P R E M I U M N AT I V E A D V E R T I S I N G C A M PA I G N S
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1. Follow similar steps. !
2. Partner with publishers. !
3. Create ongoing campaigns. !
4. Measure and repeat.
@ B R I A N H O N I G M A N
A L M O S T D O N E .
W H O C A N I L O O K T O A S A L E A D E R I N N AT I V E A D S ?
E X A M P L E S O F S U C C E S S - G E N E R A L E L E C T R I C
@ B R I A N H O N I G M A N
Science Fair held on Vine, showcased on Tumblr.
E X A M P L E S O F S U C C E S S - G E N E R A L E L E C T R I C
@ B R I A N H O N I G M A N
Best user Vine’s featured throughout social accounts.
E X A M P L E S O F S U C C E S S - G E N E R A L E L E C T R I C
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Promoted post on Mashable, shared 47.4k times.
E X A M P L E S O F S U C C E S S - D E S P I C A B L E M E 2
@ B R I A N H O N I G M A N
318,330 Tumblr reblogs204,264 Tumblr reblogs
One of the most liked & reblogged Tumblr ads of 2013.
E X A M P L E S O F S U C C E S S - D E S P I C A B L E M E 2
@ B R I A N H O N I G M A N
Created sponsored content on BuzzFeed to further boost campaign.
E X A M P L E S O F S U C C E S S - I B M
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IBM hosted a content hub on The Atlantic.
E X A M P L E S O F S U C C E S S - I B M
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Featured articles, videos, visuals & more leading to 29K+ social shares to date.
E X A M P L E S O F S U C C E S S - S A P
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SAP extensively experiments with native ads across different publishers with relevant audiences.
E X A M P L E S O F S U C C E S S - S A P
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SAP’s column on Business Insider of their original content, syndicated content & other content from BI.
E X A M P L E S O F S U C C E S S - S A P
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Sponsored articles generated each week based on the tech questions of Mashable readers.
T H A N K S F O R L I S T E N I N G !
A N Y Q U E S T I O N S ?
@ B R I A N H O N I G M A N !
B R I A N T H O N I G M A N @ G M A I L . C O M
