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The Natives Are RestlessAre media and Marketers friends, enemies or Frienemies?
Eric CedoLa2m – 11.5.14
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A STORY ABOUT…ME
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THE PROBLEMPRINT IS IN DECLINEBUT CONTENT IS STILL KING
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THE PROBLEM
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THE PROBLEM
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MEDIA CONSUMPTION HAS SHIFTED
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SO HAS AD SPENDING
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BUT DISPLAY ADS ARE…UGH
10 Shocking But True Display Advertising Stats
1. You are more likely to complete NAVY SEAL training than click a banner ad
2. Only 8% of internet users account for 85% of clicks on display ads (and some of them aren't even humans!).
3. You are more likely to get a full house while playing poker than click on a banner ad.
4. The average person is served over 1,700 banner ads per month. Do you remember any?
5. You are more likely to summit Mount Everest than click a banner ad.
6. The average clickthrough rate of display ads is 0.1%. 7. You are more likely to birth twins than click a banner ad. 8. About 50% of clicks on mobile ads are accidental. 9. You are more likely to get into MIT than click a banner ad. 10.You are more likely to survive a plane crash than click on a
banner ad.
These stats were curated from Digiday and Business Insider. Taken from hubspot.com
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IS THIS A PROBLEM FOR
A. MEDIAB. MARKETERSC. BOTH
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ROLE OF MEDIA vs role of marketing
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JOURNALISTIC INTEGRITY• Avoid conflicts of interest, real or perceived. Disclose unavoidable conflicts.
• Refuse gifts, favors, fees, free travel and special treatment, and avoid political and other outside activities that may compromise integrity or impartiality, or may damage credibility.
• Be wary of sources offering information for favors or money; do not pay for access to news. Identify content provided by outside sources, whether paid or not.
• Deny favored treatment to advertisers, donors or any other special interests, and resist internal and external pressure to influence coverage.
• Distinguish news from advertising and shun hybrids that blur the lines between the two. Prominently label sponsored content.
From the Society of Professional Journalists code of ethics
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MEDIA’S Dilemma
• Declining ad revenue• Declining readership• Declining resources• Declining credibility
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ROLE OF MEDIA vs role of marketing
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NATIVE ADVERTISING
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From sharethrough.com
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1989 Advertorial
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http://www.iab.net/nativeadvertising
1.Paid Search Units
2.Recommendation Widgets
3.Promoted Listings
4.In-Ad (With Native Elements)
Units
5.In-Feed Units
6.Custom/“Can’t Be Contained”
NATIVE ADVERTISING:Core 6 ad units
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2. Recommendation widget
1. Paid search unit
3. Promoted listings
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4. In-Ad (with native element)
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5. In-Feed
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6. Custom Content (can’t be contained)
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AN increase in THE insured population IS EXPECTED: 470,000 from an expansion of MedicaiD.
THIS will create “pinch points” in areas where THERE ARE new patients but not a network of health providers to
service them.
05
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STATS
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SPONSORED CONTENT
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CUSTOM CONTENT
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WHY MEDIA AND MARKETERS CAN BE FRIENDS
AudienceBEHAVIORSCONTENT CREATORS
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CONCERN OVER NATIVE ADVERTISING FRIENEMIES
Demian Farnworth article 5/4/14, coppyblogger.com – Is Native Advertising Ethical
Consumer confusionBe transparent. Be clear on your intentions
Conflicts of interestWork with respected and credible media thatunderstands what your/their audience wants
Federal Trade CommissionClearly label!
Limited manpowerGood idea to partner with media like…Crain Content Studio (ADVERTISEMENT)
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THANK YOU!