Paid messages that resemble more closely the content and tone of the environment they appear in
Advertorials
Advertising sections
Sponsored content
Infomercials
Branded content
What is Native Advertising?
Ian Schafer – CEO of Deep Focus Digital Agency;
“Re-packaged versions of advertorials”
Jon Steinberg – President BuzzFeed;
“Unique and organic experience - better for the user”
A Divisive Subject
Native in Numbers
32% - would share a native ad with friend or family
Dwell time only 20% less than content
85% of consumers never heard of native
86% users feel misled by video ads appearing as content
Sources: IPG Media Lab / BIA Kelsey / Forbes Insights / Kiss Metrics / e-consultancy
Who is Utilising Native Formats?
Washington Post
Huffington Post
Forbes
Business Insider
WSJ
CNN
ESPN
Buzzfeed
Gawker
Tumblr
Foursquare
By invite only
Print & web, currently circa 20 clients
Sponsorships up 40% 2012
Minimum $1m per year campaigns
Between 880 and 5,880 pv/m
Forbes – BrandVoice
Forbes – BrandVoice
1. Clearly identified as being branded content
2. Cannot be promotional content
3. Editor dedicated to this initiative
4. Editor as part of the marketing team
BuzzFeed
175 staff, 100 editors, 85m UBs
Only use Native formats
Projected 600-700 ad campaign sales in 2013
Circa $92k / native ad campaign
1-2% CTR, earned media circa 30% shared
Production Platforms
Content Syndication
Content Curation
Content Discovery
Content Amplification
Social Content
Native Content
Content Tech Categories
Content Technology
Outbrain (behavioural serving 3rd party network)
Skyword (content / contributor management)
Newscred (International syndicators)
Kalooga (content discovery)
Trapit (content discovery, owned / 3rd party networks)
Scoop.it (3rd party curation platform)
Storify (build stories from social networks)
Taboola (behavioural serving 3rd party network)
Paperli (Create your own online newspaper, curate content from other newspaper)
nRelate (Content discovery platform)
Squirro (Context sensitive content discovery)
Gravity (Content discovery platform - Deliver personalised content to each user )
Taboola (Distribute content, access publishers)
Discus (website comment hosting service)
Nster (Content discovery platform, content hosted on relevant sites)
Amplification Your content as part of the Outbrain eco-
system Gain new audiences CTR of 5.7%
Engagement Outbrain eco-system content on your site Offer your readers more content Get paid when users click on any content
Top Related