Download - 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

@ B R I A N H O N I G M A N

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



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


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


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


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


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 )


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


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


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 .


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.



It’s pay to play.



It’s useful content, not a pure ad.



It’s delivered in-stream.



Supposed to be clearly labeled as advertising.


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:


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 ?


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


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 ?


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.


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.


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 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.




2. Increased brand perception, higher engagement.



3. Highly customizable to campaign needs, depending on outlet of choice.


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.


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


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 ?


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.


Create content that matches the interests of that audience.



Locate a channel of distribution that matches your audience’s consumption habits.




Pay for added distribution, making use of targeting.



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


1. Follow similar steps. !

2. Partner with publishers. !

3. Create ongoing campaigns. !

4. Measure and repeat.


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


Science Fair held on Vine, showcased on Tumblr.



Best user Vine’s featured throughout social accounts.



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


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


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


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


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


SAP extensively experiments with native ads across different publishers with relevant audiences.



SAP’s column on Business Insider of their original content, syndicated content & other content from BI.



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