Native Advertising Examples
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Transcript of Native Advertising Examples
Native Advertising2014 Law & Media Conference
99.8% of banner ads are ignored
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Content Marketing Has Always Been Around
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2007 - Blendtec
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5
4xMore Effective
P&G Site
Native Advertising Is Flourishing Social media Content portals News properties Video-sharing sites Streaming services *Mobile = content streams
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What Is Native Advertising? Sponsored content Branded content Native advertising
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Native Advertising is Content Marketing
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How Big is Content Marketing?
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$3.1 billion in 2013 $5 billion by 2017 As a % of total social ad spending it was 38.8% in 2013
Source: BIA/Kelsey, December 2013
Awareness Is Top Marketing Objective For Native Mobile Ads
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Newspapers lead the way According to a recent Online Publishers
Association study, 73% of members currently offer native advertising solutions
Many newspapers/magazines such as the NYT, WP & LA TIMES have set up divisions to handle content marketing
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OPA native advertising best practices Clearly differentiate w/labeling Clear editorial standards and practices Make the content discoverable Optimize for mobile Use a consultative sales approach Define metrics/key performers upfront with the
marketer/agency Amplify through paid and social media on and off Promote native throughout the site to drive
traffic
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SPONSORED CONTENT: Article sponsored by a specific advertiser
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No Direct Relationship with the Advertiser
Content Creation
Freelancers write the articles, not the staff Upon completion address each content
piece with the advertiser Ad partner provides feedback, “courtesy
preview” No editorial feedback, only factual edits
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Custom Content: Sample Section Front
Custom Content: Article Page
Denver Post In-Feed Posts
FacebookTwitter
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Facebook In-Feed “Posts”
Twitter In-Feed “Tweets”
Cape May County Herald
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Press releases and special events - $7 to $10 per column inch
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Sponsored Content Marketing
Political - $5g for 5pgs
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Chicago Sun-Times Community NPs
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Sponsored carousel slide
Native
Sponsored tile and right rail
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Ten items on the home page carousel, three were sponsored content Two of the four tiles on the home page were sponsored.
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L.A. TIMES NATIVE CONTENT - SUCCESSESA personal finance series sponsored by a
credit union
“This is sponsored content. It does not involve the editorial or reporting staffs of the LA Times.”
BRAND PUBLISHING
Case Study: Energy Supplement
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Select articles reverse-published into print
20 pieces of content per month delivered on DenverPost.com
Sponsored channel integrated into site navigation
Strong engagement on article pages
Multiple advertisers included in ad sponsorship
CLIENT OBJECTIVE: Generate awareness of and engagement with a healthcare company’s website
TARGET AUDIENCE: Adults that want to maintain a healthy lifestyle and encourage their friends to do the same
SOLUTION: Connect with readers through the creation of a custom content series focused on exercise and nutrition
02:08 average
time spent
7.63% engagement
rate
1.94% click rate on Article
Teaser units
Case Study: Native Advertising Healthcare Series
When Native Ads Backfire
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Peter [email protected]
Thanks
Local Media Association is an association made up of more than 2,400 local media news companies. Our members are the leading source for local information in their communities. We put on seven conferences a year, 42 webinars a year and offer a Center for Professional Development which includes programs such as Sales Certification.
Sponsored Content