how native advertising can boost content marketing

HOW NATIVE ADVERTISINGCAN BOOSTCONTENT MARKETING

2

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

1

2

3

3

THE PROBLEM

4

TRADITIONALDIGITAL ADS AREN’T ENOUGH

AD BLOCKINGBANNER BLINDNESS

86% UNSEEN

$9.7 BWASTED

Source: InfoLinks1 | BusinessInsider2

5

DIGITAL MARKETINGECOSYSTEMIS CHANGING

Native Ads

Content Marketing

6

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?

9

START BY CREATINGGREATCONTENT

10

90% OF PUBLISHERS HAVE NATIVE OFFERINGS FOR CONTENT

11

“…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.

12

• 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

13

IN FEED

CLICK-OUT

14

• 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)

15

WHAT CONTENT MARKETERS NEED TO KNOW ABOUT NATIVE

ADVERTISING

1. CONSUMERS LIKE IT

17

Source: ScribbleLive study.

FAVORITE CONTENT TYPES BY AGE

18

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

19

CONSUMERS LIKE NATIVE ADVERTISING

70%

90sec Longer Attention Time

Prefer getting to know a company via articles rather than ads

20

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

22

GREAT CONTENT TAKES A BIG INVESTMENT

• RESEARCH• DESIGN• WRITING• PR PUSH• SOCIAL MEDIA

23

REUSING CONTENT EXTENDS YOUR REACH

24

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

29

TESTING WHICH CONTENT DELIVERS THE MOST ENGAGEMENT

5XPerformance

improvesA/B TEST ACROSS

Headlines

Preview Images

Content

Publisher Sites

Devices

30

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 %

31

THE VIRTUOUS CYCLE

4: HOW NATIVE HAS AN IMPACT

33

LIKELIHOOD CONSUMERS USE CONTENT TO MAKE MAJOR PURCHASE DECISIONS

34

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

35

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:

36

AS EFFECTIVE AS 1ST PARTY DATA

Beyond Engagementwith Brand Content

Travel Company

QUESTIONS?