AND 6 OTHER USEFUL THINGS TO KNOW

5 VITAL INGREDIENTS OF NATIVE ADVERTISING

NATIVE ADVERTISING: “Content created by the media brand that sits within the content stream of

the publisher”

1 Attract.

native must motivate a user action.

2 Introduce.

Be transparent and clear.

3 Engage. Provide

interesting content.

4 Demonstrate

Expertise. Prove

credibility in the area

5 Don’t Hard

Sell. Promote

discover, not a sales message

1, 1,500 online surveys

10 accompanied surfs and interviews

DISCOVERY

TRUST

WORD OF MOUTH

PURCHASE

EFFECT ON PURCHASE FUNNEL…

DISCOVERY

TRUST

WORD OF MOUTH

PURCHASE

“I thought this was a really interesting way of presenting ad advert, through an article...it really gripped me…left me thinking I need to go and look at Lloyds…this is new for a bank…it’s a good thing…it’ll attract a more articulate customer and reader who is interested in this.” Female, 27 years On Lloyds Private Banking / The Week

DISCOVERY

TRUST

WORD OF MOUTH

PURCHASE

“I don’t mind seeing this kind of advertising… it is very subtle…I trust the editor’s opinion.”

Female, 41 years On Max Factor / Marie Claire

“I’ve been reading the Mirror for years and years. So I’d trust them to know what they’re talking about.”

Male, 51 years On WhoCanFixMyCar.com / The Mirror

DISCOVERY

TRUST

WORD OF MOUTH

PURCHASE

1 in 3 agree that the native ad makes them more likely to talk to friends or family in person about the brand Average across all campaigns

DISCOVERY

TRUST

WORD OF MOUTH

PURCHASE

“I've never really thought about buying clothes in Sainsbury's. But after seeing this, I bet I'd be really pleasantly surprised about what they've got to offer.” Female, 35, On Sainsbury’s TU/Marie Claire

DISCOVERY

TRUST

WORD OF MOUTH

PURCHASE

+33%

+32%

+29%

+20%

UPLIFT FOR NATIVE VS. TRADITIONAL ADS

1,500

QUANTITATIVE SAMPLE

1,500

QUANTITATIVE SAMPLE

DISCOVERY

TRUST

WORD OF MOUTH

PURCHASE

WHAT IS THE POWER OF NATIVE ADVERTISING?

CLICKS +31%

NATIVE DRIVERS TRADITIONAL ADS

INFORMATIVE 32% 16%

INTERESTING 27% 19%

USEFUL 21% 13%

HELPFUL 15% 10%

EYE-CATCHING 21% 23%

CLEAR / EASY TO UNDERSTAND 22% 27%

ORDINARY 22% 38%

NATIVE DRIVERS TRADITIONAL ADS

“I love the fact that it's really current - 10 ways to brighten up my home in the winter months.” Female, 25, On Home retail brand / Huffington Post

“It feels like I'm going to learn something or at least get some tips if I look at that” Male, 45, On Co-operative Food / BBC Good Food

I love the '10 ways' idea and I'm guessing there'd be photos to click through once I click on it.” Female, 25, On Home retail brand / Huffington Post

NATIVE DRIVERS

CONSUMERS APPRECIATE NATIVE ADVERTISING:

14% DIDN’T FIND NATIVE ADS INTERESTING

59% FIND NATIVE ADS INTERESTING

NATIVE AD

4%

AVERAGE UPLIFT OF A NATIVE AD VS. TRADITIONAL AD ACROSS KEY

BRAND METRICS

42%

NATIVE AD + TRADITIONAL ADS

UNSUPPORTED NATIVE AD

NATIVE ADS CAN BE VERY EFFECTIVE FOR NEW, LESS WELL KNOWN BRANDS

DISCOVERY

TRUST

WORD OF MOUTH

PURCHASE

33%

28% 26% 27%

30%

33%

29%

26%

29%

24%

16% 15%

18% 17%

23%

18% 17%

30%

Learnt something Challenged myperceptions

Now thinkdifferently

Feel more positive More likely to trust Feel I know thembetter

More likely to talkabout them to

friends

More likely torecommend them

More likely to use

WCFMC.com native ad

WCFMC.com traditional ad

DISCOVERY

TRUST

WORD OF MOUTH

PURCHASE

WHAT ABOUT NATIVE AND SOCIAL MEDIA?

RESPONDENTS SHOWN 3 FICTIONAL CHARACTERS

VISITED THEIR FACEBOOK TIMELINES

NATIVE AD DRIVERS SHOWN IN RELEVANT CELL

AVERAGE UPLIFT OF A NATIVE AD VS. TRADITIONAL AD ACROSS KEY

BRAND METRICS*

NATIVE AD VIA DRIVER ON PCW

NATIVE AD VIA DRIVER

ON SOCIAL MEDIA

34%

16%

32%

1% NATIVE AD VIA

DRIVER ON PCW NATIVE AD VIA

DRIVER ON SOCIAL MEDIA

AVERAGE UPLIFT OF A NATIVE AD VS. TRADITIONAL AD ON

BRAND TRUST

NATIVE ADS…

WIDEN PURCHASE FUNNEL BY 29% INCREASE CLICKS BY 31%

BE INFORMATIVE, INTERESTING, USEFUL AND HELPFUL SUPPORT WITH TRADITIONAL ADS TO MAXIMISE

IMPACT

ENCOURAGE CONSUMERS TO SPEND TIME WITH YOUR BRAND

HARNESS THE POWER OF PREMIUM CONTENT WEBSITES

5 DON’T HARD SELL

3 ENGAGE

1 ATTRACT

4 DEMONSTRATE

EXPERTISE

2 INTRODUCE

5 VITAL INGREDIENTS OF NATIVE ADVERTISING

Create stand-out to drive user engagement

Be specific about how the article benefits the reader to maximise click through & engagement

NATIVE AD DRIVERS WITH ABOVE AVERAGE CLICK-THROUGH

5 DON’T HARD SELL

3 ENGAGE

1 ATTRACT

4 DEMONSTRATE

EXPERTISE

2 INTRODUCE

Don’t make consumers feel like they’ve been duped

Be confident, introduce your brand upfront and establish your credentials as an expert

5 DON’T HARD SELL

3 ENGAGE

1 ATTRACT

4 DEMONSTRATE

EXPERTISE

2 INTRODUCE

“As long as it's written in an article type way, I wouldn't get upset about it being an advert.” Male, 45 years, on Co-operative Food / BBC Good Food

AV

G U

PLI

FT IN

BR

AN

D

TRU

ST V

S TR

AD

. A

D

% FINDING THE NATIVE AD INTERESTING

0

5

10

15

20

30% 40% 50% 60% 70% 80%

5 DON’T HARD SELL

3 ENGAGE

1 ATTRACT

4 DEMONSTRATE

EXPERTISE

2 INTRODUCE

Demonstrate your expertise in bringing information or advice to consumers

“It’s important that they come across as knowing what they're talking about, rather than just jumping on the bandwagon of something that's in the news at the moment.” Male, 45 years, on Co-operative Food / BBC Good Food

5 DON’T HARD SELL

3 ENGAGE

1 ATTRACT

4 DEMONSTRATE

EXPERTISE

2 INTRODUCE

5 DON’T HARD SELL

3 ENGAGE

1 ATTRACT

4 DEMONSTRATE

EXPERTISE

2 INTRODUCE

Avoid including hard sales messages & offers within the native content

Make consumers curious & encourage them to find out more

“I often look at sponsored content articles, but it has to interest me…if it’s blatant sales push, I’m less likely to look at it…in association with, that’s ok.” Male, 26 years On WhoCanFixMyCar.com / MirrorOnline

1 2 3 4 5 6

AVERAGE UPLIFT* +71% +59% +32% +36% +9% +4%

INTRODUCE YOUR BRAND UPFRONT

EXPLAIN YOUR CREDENTIALS

BE INTERESTING

STAND-OUT

SOFT SELL

Campaigns that deliver all the elements perform better

Adrian Michaels Director of FirstWord Media, a content marketing agency. Previously Editorial Director, Commercial, at Telegraph Media Group and spent 21 years as a reporter and editor at the Telegraph and the Financial Times.

“Advertisers must always be clear how content is being funded, but readers are savvy – as long as they are not being misled, they don’t mind where great content comes from. And a lot of it really is great content.”

THANK YOU