Go Native Or Go Home
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Native advertising is sponsored content that matches the style and tone of the publication it appears in. It aims to engage readers organically so they will share the content. Native ads see higher engagement and click through rates than traditional ads. Regulations require native ads be clearly labeled as sponsored content. To be successful, native ads must encourage natural interaction from users and generate interest in the brand.
Go Native Or Go Home
- 1. Capabilities & Select Product Showcase Go Native Or Go Home
- 4. 4 Native Advertising: What is it? Native Advertising is sponsored content that appears to be a natural part of the publication. It follows the same voice, tone, style and design as any other editorial content from the publication, in the hope that it will be consumed in the context of the rest of the publication. The goal is to go viral. The content is aimed at engaging readers, with the hopes that they will share it, as they would an unpaid article.
- 5. 5 • Consumers are more and more likely to find ways to skip obvious advertisements -- muting their video until it ends, opening a new tab, looking at another screen, etc. Marketers need a new way to grab their attention. Form" Native ads must match the design of the publication they appear, and look/feel like natural content" Function" Native ads must function like natural content, and deliver an experience consistent with natural content. " Native Advertising: What is it?
- 6. 6 Knowing how to differentiate between native advertising and other articles that appear in a typical publication can be difficult. This matrix illustrates what makes up each." Who is it published by?" Whowroteit?" " Publisher" Brand" Editorial Staff" Sales Staff/ ad agency" Brand executives" Public Relations" Native Advertising" Brand Journalism" Blogging" Content Marketing" Marketing" How Can I Spot It?
- 7. 7 Six types of ad units are typically used in native advertising, and sometimes correlate to a specific publication Paid search unit These are usually found on search engines like Yahoo and Google. Recommendation widgets These usually appear on sites like Disqus, Outbrain and Taboola. In feed unit These are frequently run on Facebook, Forbes, Yahoo and Twitter. How to classify a native ad
- 8. 8 Custom “Can’t Be Contained” These can be found on sites like Tumblr, Hearst, and Flipboard In-Ad with Native element units These are found on sites like EA, Appssavvy, and Onespot Promoted listings These are found on sites like Etsy, Amazon, Foursquare and Google. How to classify a native ad Six types of ad units are typically used in native advertising, and sometimes correlate to a specific publication
- 9. 9 How to classify a native ad
- 11. 11 Native ads have gained much more popularity recently, especially since 2011. Spend on them has increased by 4 billion since 2002. Native Ad Integration
- 12. • Native ads outperformed standard formats in terms of click through rates and engagement. • Engagement rates for native ads reached 14%, while standard ads were 9.8%. • Click through rates on standard ads had 3.5%, but native ads were over 10%. This is likely because native ads are designed to be less intrusive than other forms of advertising. Are they successful?
- 13. 13 • Native ads are viewed 53% more frequently than typical online banner ads. • 70% of people would prefer to learn about products through content than a traditional form of advertising. • Viewers spend, on average, the same amount of time viewing native content and editorial content. • Native ads can boost brand lift by up to 82%. • Purchase intent is 53% higher after viewing native content. • Native ads that include rich media boost conversion rates by up to 60%. • 71% of publishers have not received major complaints from readers. Only 29% have received minor complaints. • 32% of users said they would share a native ad with friends and family, compared to 19% banner ad viewers who would share it. Are they successful?
- 14. • 25% more consumers looked at in-feed native ads than at display ads." • Native ads had 18% higher increase in intent to purchase and 9% higher increase in brand affinity than banner ads." Are they successful?
- 15. • Play Rates: • Standard video ad: 12.2% • Native ad: 9.4% Standard video ads have higher play rates, but native ads have substantially higher completion rates Current success metrics are based entirely on engagement Down the road, success metrics should evolve to measure ROI stats and brand conversion rates Are they successful? • Completion rates: • Standard video ad: 52.4% • Native ad: 77.3%
- 16. As native advertising starts to gain more attention, the Federal Trade Commission has imposed some regulations on it. • Must be truthful, and not misleading. • Must substantiate any express or implied claims • It cannot be unfair or deceptive • Any disclosures necessary to make an ad must be clear and conspicuous • It must be clearly marked as sponsored content. Marketers and publishers are still trying to figure out the best way to mark native ad content as such. Some Regulations
- 18. How to make a successful native ad • Native ads cannot function like regular advertisements if they are to be successful. • Must encourage the user to treat it the same as unsponsored content in the publication • Must generate user interest in order for them to continue engaging with it. • This encourages not only greater awareness of the brand’s message, but also should leave the user feeling positively about the brand.
- 19. 19 When analyzing the success of native advertising options, the following must be considered: How to make a successful native ad Form: How does the ad fit the overall page design? Is it in the viewer’s activity stream or not? Integration: How well do the ad unit’s behaviors match the surrounding content? Function: does the ad function like the other elements on the page in which it is placed? Does it deliver the same type of content experience?
- 20. 20 How to make a successful native ad When analyzing the success of native advertising options, the following must be considered: • Buying & Targeting: is the ad placement guaranteed on a specific page, section or site, or will it be delivered across a network of sites? What type of targeting is available? • Measurement: What metrics are typically used to judge success? Are marketers more likely to use top of the funnel brand engagement metrics or bottom funnel ones? • Is the disclosure clear and prominent?
- 21. 21 • The Tonight Show’s “Fallonvention” segment is actually a sponsored segment which is virtually indistinguishable as such. • Features teens displaying their inventions with commentary from host Jimmy Fallon • This segment is sponsored by GE, solidifying the brand as a trusted and consumer-centric leader of innovation through Fallon’s television platform. Native advertising can live outside of digital and print
- 22. 22 • Native ads are a way advertisers can cut through the clutter and deliver a message that engages consumers. • Native ads integrate seamlessly into the publisher’s content that surrounds them. • Native ads have generally higher engagement rates than other types of traditional ads. • Although argued to be a threat to journalistic objectivity, and a way to trick consumers, there has not been significant backlash to use of native ads. Key Points
- 23. 23 Conclusion • Native advertising allows marketers to put their content in their consumers native stream, where they are likely to engage with it and be receptive to the content. • Native advertising is a step into the digital age of advertising, where marketers can get data directly from their advertisements about engagement.
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