Sponsored Content: The media's shift in storytelling
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Transcript of Sponsored Content: The media's shift in storytelling
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Sponsored Content The media’s shift in storytelling
Alisha Miranda Client Success Manager, Technically Media @makeshiftalisha #PTW16
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BREAKING: Study Finds Most Marketers Plan To Just Continue To Act As If They Know How Sponsored Content Works -- @adweak
#PTW16
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Definitions
Native Advertising - umbrella term; matches ‘look & feel’ of site
Sponsored Content - brand pays to sponsor a story produced by edit team
Branded Content - brand produces its own ‘content studio’
Content Marketing - content produced to push sales
Advertorial - outdated and frowned upon
*Sources: Contently, Mediapost, Digiday
#PTW16
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BREAKING: Client Waiting For All Its Competitors To Start Doing Sponsored Content Before Dipping Toe In -- @adweak
#PTW16
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Evolution
Print: 1600’s - 1930’s
Flyer Copy → Newspaper Ads → Magazine Ads → Print ‘Advertorial’
TV: WW2 - 1980’s
Product Placement Commercials → Celeb/Sports Endorsements
*Source: Ceros.com
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Digital & Social: 2000’s - Present
Evolution
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News & Editorial Public Relations MarketingAdvertising
Paid Media Sponsored Content Social MediaBlogs
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Examples
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Examples
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BREAKING: Client Re-Writes Agency's Sponsored Content To Be Pretty Much Just A Hard-Sell Ad -- @adweak
#PTW16
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Guidelines
Sponsored Content is:
1. Editorially driven - written in the tone/voice of writer but puts the brand at
the center of the story
2. Native to the site - behaves like other editorial content of the site (in-feed)
3. Transparent - clear and appropriate sponsorship language should always be
included
4. Ends with a strong call-to-action - drives reader engagement and makes an
impact
*Source: Contently
#PTW16
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Valueiab research proves:
1. Positive view of news site credibility sparks a 33% uptick in perceived credibility of sponsored ad content
2. Relevancy (90%) is the top factor in sparking interest in in-feed sponsored
content, yet it also clearly demonstrates that the public’s feelings about the
advertiser itself determines the success of this type of native advertising
3. Criteria such as brand familiarity and trust (81%), as well as subject matter
expertise (82%), were identified as critical in driving news reading consumers’ interest in sponsored content.
*Source: iab.com
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Value
1. Guaranteed placement
2. Timely
3. Credible
4. Increased engagement
5. Built-in team
6. Measurable
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Best Practices
• Assemble a team
• Remember: audience first
• Trust in point-of-view
• Get creative with multimedia
• Establish thought leadership
• Measure and optimize
*Source: Moz
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AMA
Alisha Miranda
Client Success Manager, Technically Media
@makeshiftalisha
#PTW16