native advertising: branded content in a digital age

NATIVE ADVERTISING!BRANDED CONTENT IN A DIGITAL AGE!

73Percentage of people who have little or no

understanding about native advertising.

SOURCE: Copyblogger’s 2014 State of Native Advertising Report

na·tive ad·ver·tis·ing noun. A paid advertising approach in which the user experience follows the natural form and function of the media in which it is placed.

FORM & FUNCTION

Designed to match the look and feel of natural or “native” content.

NON-INTERRUPTIVEA f o r m o f

a d v e r t i s i n g

NON-INTERRUPTIVEA f o r m o f

a d v e r t i s i n gRent Movies From Netflix

a.k.a. ADVERTORIALS

contentmarketing

IRB, The Native Advertising Playbook

“”

Paid ads that are so cohesive with the page

content…that the viewer simply feels that they

belong.

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Allows marketers to engage with consumers, while providing publishers

with a digital revenue source.

Leading publications now have content generation studios to create native advertising content for brands.

“The move feels like an inevitable one for The Wall Street Journal, which like The

New York Times and The Washington Post, has come around to native advertising as a

viable way to make up for sinking advertising and subscription revenue.”

Ricardo Bilton, Digiday

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“Simply put: Regardless of context, a reasonable consumer should be able to distinguish between what is

paid advertising vs. what is publisher editorial content.”

Source: Interactive Advertising Bureau (2013). The Native Advertising Playbook. http://www.iab.net/media/file/IAB-Native-Advertising-Playbook2.pdf.

does it work?

percent52How much more frequently consumers!look at native ads than they do banner ads.

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SOURCE: Sharethrough/IPG Media

Native ads lead to higher brand

affinity than banner ads.

SOURCE: Sharethrough/IPG Media

32 percent would share a native ad with friends or family, compared to 19 percent who would share a banner ad.

NATIVE!

1.0CONTENT!

1.2

SOURCE: Sharethrough/IPG Media

Consumers spend similar amounts of time looking at native ads and editorial content.

Average amount of seconds spent viewing

How much?

40T H O U S A N D

One article on Huffington Post for 4 days

$100,000BuzzFeed charges

for five posts and a potential reach of 355 million.

“Facebook Profit Tripled in First

Quarter” Headline / The New York Times / 04.23.14

“[Facebook’s] advertising grew at its strongest rate in three years, with 59 percent coming from mobile ads – double the level of a year ago.”

The New York Times

“Call us crazy, but we believe brands have the power to create

content that truly adds value to

people’s lives.” sharethrough.com

NATIVE ADVERTISING!BRANDED CONTENT IN A DIGITAL AGE!