NATIVE ADVERTISING AND INFLUENCER MARKETING · NATIVE ADVERTISING AND INFLUENCER MARKETING ... 1.0...
Transcript of NATIVE ADVERTISING AND INFLUENCER MARKETING · NATIVE ADVERTISING AND INFLUENCER MARKETING ... 1.0...
NATIVE ADVERTISING AND INFLUENCER MARKETING
“DIGITAL PRODUCT DEVELOPMENT” TEAM @ INTERNATIONAL SALES CONFERE NCE
H A M B U R G , 2 9 J U N E 2 0 1 7
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NATIVE ADVERTISING
1.0
3 N A T I V E A D V E R T I S I N G , I N F L U E N C E R M A R K E T I N G , W O R D - O F - M O U T H M A R K E T I N G
“Native advertising is a form of paid online advertising
where the advert’s look and function are matched to the
content of the site where it is displayed.”
BVDW
IN SHORT:
NATIVE, RELEVANT, TRUSTWORTHY
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NATIVE ADVERTISING CONSISTS OF TWO ELEMENTS: INTEGRATED CONTENT AND ADS TO DRIVE TRAFFIC.
K A P I T E L H E A D L I N E
Teaser ads Content integration
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“LOOK AND FUNCTION MATCHED TO THE CONTENT” – THREE ASPECTS OF NATIVE ADVERTISING:
K A P I T E L H E A D L I N E
Position
Look
Content
• Fits into familiar user journey
• Does not feel like a disruption or interruption
• Placed in specific sections/locations, often technically
managed
• Applies to teasers and content integration
• Matches look and feel of publisher website
• Does not come across like an advert
• Like the content users are familiar with and value
• Applies to teasers and content integration
• Content with added value
• Does not communicate typical product information
• Clearly labelled as an ad
G+J
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G+J E|MS NATIVE ADVERTISING SOLUTIONS FOR SUCCESSFUL CONTENT MARKETING
N A T I V E A D V E R T I S I N G , I N F L U E N C E R M A R K E T I N G , W O R D - O F - M O U T H M A R K E T I N G
CONTENT
SPONSORSHIP
MULTIPLE
CONTENT
SPONSORSHIP
SPONSORSHIP
BRANDED
ADVERTORIAL
NATIVE
ADVERTORIAL
NATIVE
SPECIAL
BRAND
STORYTELLING
CONTENT
SPECIAL
MULTIPLE
CONTENT
SPECIAL
CO-
STORYTELLING
BRAND CONTENT BRAND CONTENT
+ EDITORIAL CONTENT EDITORIAL CONTENT
NATIVE CONTENT SOLUTIONS from
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EXAMPLE: MAISONS DU MONDE NATIVE SPECIAL BRIGITTE.DE
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THE CLIENT‘S CONTENT IS THE CORE.
W E C H S E L Z W I S C H E N D E N T E X T E B E N E N
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TRAFFIC COMES FROM DIFFERENT SOURCES.
W E C H S E L Z W I S C H E N D E N T E X T E B E N E N
Native Teaser Bundle
Content
Recommendation
Teaser
Facebook Ads
Navigationspunkt
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G+J DELIVERED FULL SERVICE. THE CAMPAIGN WAS A SUCCESS.
I N F L U E N C E R M A R K E T I N G M I T I N C I R C L E S
9.600 guaranteed
Views
Ø 51 seconds Viewtime
per View
(up to 1:10 min)
more than
12.000
Visits
more than
20.000
delivered
Views
4,6 Mio.
AdImpressions (CTR 0,3%)
Ø 1,8 Views
per Visit
1 month
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G+J AS A STRONG PARTNER FOR NATIVE ADVERTISING
Source: “Display, Ad Specials, Native Advertising | Viele Möglichkeiten, gleich viel Wirkung?”, G+J research study, 2015
N A T I V E A D V E R T I S I N G , I N F L U E N C E R M A R K E T I N G , W O R D - O F - M O U T H M A R K E T I N G
Benefit from image transfer from
high-coverage media brands that
offer high-quality journalism.
We pair good content with ideally
suited brands, creating relevance for
our readers.
Take advantage of our portfolio’s
economies of scope for storytelling
across multiple brands – higher
coverage at no additional cost.
STRONG
BRANDS
RELEVANT
CONTEXT
SCALABILITY
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NATURALLY SUCCESSFUL WITH THE NATIVE ADVERTISING SOLUTIONS FROM G+J –
GUARANTEED!
D M E X C O 2 0 1 7
Guaranteed performance for
content and themed specials
thanks to our view guarantee
PERFORMANCE
We attach great importance to
transparency! That applies
both to labelling content and
reporting results.
TRANSPARENCY
We’re with you every step of the
way, from producing content,
throughout the campaign and right
up until reporting.
FULL SERVICE
Cross-digital, cross-platform and
cross-media bookings are
available for our products – the full
spectrum!
CROSS-DIGITAL
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INFLUENCER MARKETING
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INFLUENCER MARKETING WITH INCIRCLES THE INFLUENCER SOLUTION FROM G+J e |M S
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WHO OR WHAT IS AN INFLUENCER?
Source: Horizont 47/2016. Results compiled by us.
Opinion leaders Social media stars Celebrities from TV, film and
music
I N C I R C L E S
Recommend-
ation
character
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WHY ARE INFLUENCERS RELEVANT FOR ADVERTISERS?
More authentic
content
Maximum
virality
Activation
of target group
Content
remains
available
Passion Authenticity Involved
target groups
5409
I N C I R C L E S
THE SOCIAL INFLUENCER SOLUTION FROM G+J e|MS
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I N C I R C L E S
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EXAMPLES OF OUR INFLUENCERS
FASHION
Stellaglowing
126,000 followers
BEAUTY
kindofrosy
206,000 followers
FOOD
Mrs Flury
17,600 followers
HOME AND
DECORATION
Liebes-
botschaft
44,200 followers
TECHNOLOGY
Pilotpatric
129,000 followers
REGISTRATION
Influencers proactively
register on InCircles
SCOUTING
Influencer scouting by
InCircles team
TOOL-BASED CHECK
• Relevant coverage
• Interaction rate > 1.0%
• Target group
MANUAL QUALITATIVE CHECK
• Quality of content
• Style
• Topic
INCIRCLES
Approved influencers and their social media
channels on InCircles
CAMPAIGN
Perfectly tailored influencers for
client brief
INFLUENCER APPROVAL PROCESS
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FIRST-CLASS INFLUENCERS ON INCIRCLES
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Caro Daur
Maren & Tobi Pilot Madeleine
OhhCouture
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OUR SERVICES
I N C I R C L E S
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G+J’S PROVEN CONSULTING EXPERTISE – FOR SIMPLE AND RELIABLE IMPLEMENTATION OF YOUR CAMPAIGNS
FROM STRATEGY TO REPORTING
• Influencer campaign content tailored to client needs
and goals
• Final influencer suggestions and selection based on the
InCircles consulting team’s content and quality criteria
• Briefing and processing with booked influencers, plus
approval cycle with client for optimum campaign
implementation
• Classification and scoring of campaign results, plus
identification of recommended actions
I N C I R C L E S
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TOOL-BASED DATA USE FOR MAXIMUM TRANSPARENCY
New First name Followers Likes Interaction rate Score
ALGORITHM-BASED SELECTION OF
IDEALLY MATCHED INFLUENCERS:
• Influencers are filtered according to client-
relevant selection criteria (e.g. influencers’
target group, topic of influencer channel,
coverage, interaction)
• Affinity with G+J brands for cross-media
campaigns
SCORING
MODEL
I N C I R C L E S
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TOOL-BASED DATA USE FOR MAXIMUM TRANSPARENCY
Score
TOOL-BASED LIVE REPORTING:
• Real-time tracking and detailed campaign
analysis for maximum transparency
• For example: measurement of coverage
(audience, impressions, users) and interaction
(likes, comments, shares) development
Coverage: cumulative development
COVERAGE
DEVELOPMENT
I N C I R C L E S
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Products
that
need
explanation
Vivid
content
story
Intense
product
experience
Maximum
authenticity
CAMPAIGN MECHANICS – WHERE CAN WE INCORPORATE INFLUENCERS?
I N C I R C L E S
CAMPAIGN MECHANICS – WHERE CAN WE INCORPORATE INFLUENCERS?
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High visual
impact
Maximum
interaction
Direct product
link
Presentation
using
images
and text
I N C I R C L E S
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HIGH-CALIBRE CLIENTS RELY ON INCIRCLES
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COOPERATIVE INFLUENCER CAMPAIGN FOR BRIGITTE JOB SYMPOSIUM. A CAMPAIGN WITH INVISALIGN.
I N C I R C L E S
130,000+ views
One mill.+
followers
3 x YouTube videos from event
+ participation in
event + print
advertorial
9 Instagram posts to activate users
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BIG SHIP LAUNCH CEREMONY WITH TRAVEL INFLUENCER MADELEINE. A CAMPAIGN WITH MSC CRUISES.
I N C I R C L E S
3 x
(Live)
4 x
1 x
blog
1
premium
travel
influencer
50,000+ interactions
880,000+ followers
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SUMMARY: SIX REASONS TO CHOOSE INFLUENCER MARKETING WITH
INCIRCLES
1. G+J QUALITY where others struggle to establish trust
2. FULL SERVICE where others only offer partial solutions
3. BESPOKE CONSULTING where others only offer self-service
4. TECHNOLOGY where others only have gut instinct
5. SELECTED INFLUENCERS where others use anyone
6. CROSS-MEDIA AND STANDALONE where others can only offer standalone
INCIRCLES MAKES INFLUENCER MARKETING SIMPLE. AND MORE RELIABLE.
I N C I R C L E S
THANK YOU!