how native advertising can boost content marketing
TRANSCRIPT
HOW NATIVE ADVERTISINGCAN BOOSTCONTENT MARKETING
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AGENDA + SPEAKERS
The problems content marketers + advertisers face
How native ads can help
When to use native ads
George Carney, NativoSr. Vice President, Sales@vivsavagesf
Ural Cebeci, ScribbleLiveVP of Marketing@uralcebeci
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THE PROBLEM
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TRADITIONALDIGITAL ADS AREN’T ENOUGH
AD BLOCKINGBANNER BLINDNESS
86% UNSEEN
$9.7 BWASTED
Source: InfoLinks1 | BusinessInsider2
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DIGITAL MARKETINGECOSYSTEMIS CHANGING
Native Ads
Content Marketing
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THERE’S MORE CONTENT, BUT THE AUDIENCE ISN’T GROWING
Avg. time with digital media per day in the U.S. (Nielsen)
Exabytes of data created (BI Intelligence)
CONTENT MARKETERS DON’T ALWAYSCONNECT
(The numbers for b2b and b2c are similar.)
Overall, how effective is your organization at
content marketing?
38% SAY THEY AREEFFECTIVE
SO, HOW CAN
YOU REACH YOUR AUDIENCE?
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START BY CREATINGGREATCONTENT
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90% OF PUBLISHERS HAVE NATIVE OFFERINGS FOR CONTENT
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“…native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer.”
– IAB Native Advertising Playbook
“…native doesn’t merely fit into the stream of a publisher’s user experience in terms of design – it fits with the publisher’s value proposition in terms of content.”
– Pandodaily
WHAT IS NATIVE ADVERTISING?
BRAND CONTENT THAT LOOKS, FEELS, AND BEHAVES LIKE PUBLISHER EDITORIAL, PRESERVING THE EXPECTED CONSUMER EXPERIENCE.
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• Thumbnails or text• Located in between paragraphs or bottom of the page • “You May Like”, “Around the Web”, “Recommended for you” • Redirects users off the site
PROS: ✓ Loosely Matches Form ✓ Easy setup ✓ Can be purchased programmatically ✓ Looks like content is recommended by site✓ Can be a good fit for DR campaigns✓ In-depth analytics and performance metrics
CONS:❌ Does NOT match Function or Integration❌ Little control over neighbor advertisers❌ Typically lives on remnant inventory ❌ Functions like a banner ad❌ High bounce rates
TYPE 1: RECOMMENDATION WIDGETS
• Located “in-feed” / within the editorial well• “Promoted by”, “Sponsored by”, “Brand Partner”• Redirects users off the site
PROS: ✓ Always matches Form✓ Can be a good fit for both Branding and DR✓ Can be bought programmatically with
companies like Yahoo!
CONS:❌ Does NOT match Function❌ Not always contextually relevant❌ Functions like a banner ad❌ High bounce rates
TYPE 2: LINKED IN FEED
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IN FEED
CLICK-OUT
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• Located “in-feed” / within the editorial well• “Promoted by”, “Sponsored by”, “Brand Partner”
PROS: ✓ Always matches Form & Function✓ Non-Interruptive / Organic Discovery✓ Users engage within the site where they’re already
consuming content✓ Great at driving upper funnel, high touch brand
performance✓ “Blank Canvas” with ability to embed, iframe and
more
CONS:❌ NOT a DR vehicle ❌ NOT a traffic driving play ❌ Content creation can take time (Owned or licensed
is a faster alternative)
TYPE 3: ENDEMIC IN FEED (TRUE NATIVE)
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WHAT CONTENT MARKETERS NEED TO KNOW ABOUT NATIVE
ADVERTISING
1. CONSUMERS LIKE IT
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Source: ScribbleLive study.
FAVORITE CONTENT TYPES BY AGE
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HOW CONSUMERS FEEL ABOUT AUTHORSHIP
Are consumers more or less likely to trust content when it comes from a brand
instead of a traditional publisher?
Sources: ScribbleLive study
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CONSUMERS LIKE NATIVE ADVERTISING
70%
90sec Longer Attention Time
Prefer getting to know a company via articles rather than ads
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BUT BE TRANSPARENT!
Consumers (and the FTC) want proper disclosure on native ads and branded content.
In an experiment:
• Under 8% -- were able to identify native advertising as paid marketing.
• Consumers are 7x more likely to identify paid content as a native ad when it is marked with terms like “advertising or “sponsored content” than if it carries terms like “brand voice” or “presented by.”
Source: *Study by researchers at Grady College in Georgia, published in the December issue of the Journal of Advertising
2. MAKE THE MOST OF CONTENT RESOURCES
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GREAT CONTENT TAKES A BIG INVESTMENT
• RESEARCH• DESIGN• WRITING• PR PUSH• SOCIAL MEDIA
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REUSING CONTENT EXTENDS YOUR REACH
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BUT NATIVE TAKES IT TO THE NEXT LEVEL
JULY AUGUST OCTOBER
OWNED
• Brand Site Content• Email• Social
PAID
• Native• Paid Social• SEM
EARNED
• PR/Thought Leadership
SEPTEMBER NOVEMBER DECEMBER
HOW PAID DISTRIBUTION FITS IN
3. HOW TO INCORPORATE NATIVE INTO A CONTENT STRATEGY
“CONTENT IS KING.”- Bill Gates, Microsoft (1996)
“IF CONTENT IS KING, DISTRIBUTION IS QUEEN
AND SHE WEARS THE PANTS.”
- Jonathan Perelman, VP Agency Strategy Buzzfeed
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TESTING WHICH CONTENT DELIVERS THE MOST ENGAGEMENT
5XPerformance
improvesA/B TEST ACROSS
Headlines
Preview Images
Content
Publisher Sites
Devices
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WHAT WINNING TESTS LOOK LIKE
TOP
BOTTOM
Viewable Impression
1,821,181CTR
2.59 %
Viewable Impression
3,197CTR
0.53 %
Viewable Impression
54,900CTR
2.44 %Viewable Impression
30,909CTR
1.87 %
Viewable Impression
4,833CTR
0.58 %Viewable Impression
1,421CTR
0.63 %
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THE VIRTUOUS CYCLE
4: HOW NATIVE HAS AN IMPACT
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LIKELIHOOD CONSUMERS USE CONTENT TO MAKE MAJOR PURCHASE DECISIONS
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TYPICAL CONTENT MARKETINGCONVERSION PATHS
LEADGEN
NURTURE SALESENGAGE
On your site (or owned social) Email/SocialHigh-value gated content
B2B
TAG/FOLLOW
RETARGETor
SOCIALCONVERTENGAGE
On your site (or owned social) Anywhere on internet On your site, or 3rd party
B2C
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USING NATIVE ADS TOENABLE RETARGETING
TAG RETARGET CONVERTENGAGE
Anywhere Anywhere On your site
By leveraging native ads to build a remarketing audience, a travel
company achieved the same ROAS as they received with paid campaigns sending traffic to its own website.
CASE STUDY:
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AS EFFECTIVE AS 1ST PARTY DATA
Beyond Engagementwith Brand Content
Travel Company
QUESTIONS?