the state of native advertising

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@JoePulizzi JOE PULIZZI’S PRESENTATION: Thoughts on Native Advertising

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Presentation from Content Marketing Institute's Joe Pulizzi on the State of Native Advertising, including multiple examples of what Native Advertising is, the goals of Native, and what publishers and media companies need to think about when approaching a content marketing solution for advertisers and clients.

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Page 1: The State of Native Advertising

@JoePulizzi

JOE PULIZZI’S PRESENTATION:

Thoughts on Native Advertising

Page 2: The State of Native Advertising

@JoePulizzi

Content Marketing InstituteCMI teaches marketers how to effectively own their media channels to attract and retain customers.

Page 3: The State of Native Advertising

@JoePulizzi

What is Native Advertising?

• A Directly Paid Opportunity• Usually Content Based• Delivered In-Stream

Source: IAB

Page 4: The State of Native Advertising

@JoePulizzi

...you are more likely to survive a plane crash than have someone click on your banner ad...

Page 5: The State of Native Advertising

@JoePulizzi

The goal of native advertising (at least for definition purposes) is:

• to not disrupt the user experience• to offer information that is somewhat helpful

and similar to the other information on the site…

• so that the content is engaged with at a higher rate than, say, a banner ad

Page 6: The State of Native Advertising

@JoePulizzi

State of Native Advertising

• 62% of publishers and media companies offer some kind of native advertising program.

• 66% of brands create their own content for native advertising programs (in most other cases, the publishers assist in creating the content for the brand).

• The most popular forms of native advertising are sponsored blog posts (65%), sponsored articles (63%) and Facebook sponsored updates (56%).

Hexagram's State of Native Advertising report

Page 7: The State of Native Advertising

@JoePulizzi

Why?

1. Media brands and social platforms are aggressively offering native advertising products.

2. Brands now spend approximately 25 to 30 percent of their budget on content marketing initiatives.

3. There is a renewed passion in the advertising community around native. This "new advertising" (even though it's not new at all) has given hope to media buyers around the world that something can perform better than a banner ad.

Page 8: The State of Native Advertising

@JoePulizzi

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@JoePulizzi

Native from Twitter

Page 10: The State of Native Advertising

@JoePulizzi

Page 11: The State of Native Advertising

@JoePulizzi

Outbrain Recommendations on Fast Company

Page 12: The State of Native Advertising

@JoePulizzi

The Awl

Page 13: The State of Native Advertising

@JoePulizzi

BrandVoice

$50-75k mo.

25% of ad revenue

Page 14: The State of Native Advertising

@JoePulizzi

Edit Standards

Commenting

Page 15: The State of Native Advertising

@JoePulizzi

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@JoePulizzi

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@JoePulizzi

Buzzfeed

1. $100 million in revenues in 2014

2. Sales team and creative department work together to pitch the business.

3. 1.3 Social Lift (+3 for every 10)

Page 18: The State of Native Advertising

@JoePulizzi

BuzzFeed• Sponsored content group – major responsibilities

are writing all the advertorials and “who play a big part in the pitch process for new business.”

• Big Idea group–  The Big Idea group’s major responsibility is coming up with larger integrations  and initiatives– things that involve a big spend beyond just the post.  

• In house designers – responsible for custom graphics and info graphics “to design into bigger integrations; and then they work with the product team to make those a reality.”

• Photo team —  responsible for taking all the photos in house.

• Plus one copyeditor  and one project mananager

Forbes

Page 19: The State of Native Advertising

@JoePulizzi

Guardian Labs

Page 20: The State of Native Advertising

@JoePulizzi

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@JoePulizzi

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@JoePulizzi

How NYT Does It

1. Separate Group2. Story Ideas come from NYT3. Content Lives Forever4. Not Shared via Social Media5. No Comments6. Must Pass Current Editorial

Guidelines

Page 23: The State of Native Advertising

@JoePulizzi

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@JoePulizzi

Revenue Sources1. Advertising2. Subscriptions3. Premium content4. Events5. Cross-media promotion6. Crowdfunding7. Micropayments8. Philanthropy/Donations9. Product Sales

Read more: http://www.politico.com/magazine/story/2014/05/marc-andreesen-why-im-bullish-on-the-news-105921.html#ixzz30hjiViXc

Page 25: The State of Native Advertising

@JoePulizzi

Recommendations1. Tread Lightly2. Always a separate group (not

the newsroom)3. Focus on off-site content

programs 4. Keep current editorial

standards5. Must integrate sales

Page 26: The State of Native Advertising

@JoePulizzi

Joe [email protected]

THANKYOU