Published on March 4, 2014
The New Advertorial: Title goes here How Native Ads are Changing Publishing
Today’s Discussion • • • • • Shifting Dynamics Evolution Examples Debate Do’s & Don’ts
Jump in Anytime
In Search of a Better Ad Model • Banner blindness – 31% of display ads are never seen – 99.8% of banners are ignored – 40% of mobile clicks are either accidental or fraudulent • CPMs under pressure – Programmatic buying on the rise – Avg online eCPM: $2.66-$3.50 – Avg mobile eCPM: $0.88-$1.07 Sources: Trademob, TechCrunch, comScore, MoPub, Forrester, Kleiner Perkins Caufield & Byers
Brands are Becoming Publishers
But They Need Help Outsourcing + challenges = opportunity
Opportunity = Native Advertising • Content provided by an advertiser • Integrated into editorial design • Non-interruptive • Clearly labeled
A Brief History
Coining a Term • “Native monetization systems” – Facebook Sponsored Stories – Google AdWords – Promoted Tweets Fred Wilson, Union Square Ventures Photo credit: Joi Ito via Flickr
Early Examples 1 2 3
Native Pioneer: Forbes • Reader acceptance • ‘Most read’ on Forbes • 30+ partners • 20% of total ad revenue in 2013
Native Pioneer: BuzzFeed
A New Model for Media? • 600-700 “social content advertising” programs in 2013 • ~$60 million in revenues • Brand lift
Plenty of Trial and Error • Not vetted for quality • Misaligned with the brand • Negative comments deleted
Not Just for Mega-Brands
Evolving Formats ‘Native display’ • Integrates videos & other rich media • Promotes content, not products
Everyone’s Jumping On the Bandwagon
Not Everyone Is a Fan • “Insidious” • “A very slippery slope” • “Destroying the village in order to save it”
Do’s and Don’ts • DO: Clearly label native ads as content provided by an advertiser – “sponsored content” ≠ “sponsor content” • DON’T: Deceive your readers Intentionally opaque
Do’s and Don’ts • DO: Use real bylines • DON’T: Write about the company or its products
Do’s and Don’ts • DO: Vet sponsor content for tone, style, substance • DON’T: Dilute your editorial brand
Do’s and Don’ts • DON’T: Ask your editors to create native ad content • DO: Outsource to a freelancer or consider hiring a “brand editor”
Do’s and Don’ts • DON’T: Track the same old campaign metrics • DO: Measure what matters – Time spent – Social sharing – Clicks within post – Brand lift
Do’s and Don’ts • DON’T: Give native ads away as “addons” • DO: Charge a premium for the privilege Prime real estate!
Closing Thoughts • Test & learn • Be transparent • Protect your brand
Thank You • Email: firstname.lastname@example.org • Twitter: @roboregan • LinkedIn: http://www.linkedin.com/in/roboregan
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