bfm native advertising webinar
DESCRIPTION
This presentation, created by Blue Fountain Media Associate Strategist Rishe Groner, covers the basic of native advertising. From what native advertising is, to how to use it for brands, to whether or not it might be the next big thing in marketing - all of these questions are covered in this presentation.TRANSCRIPT
What is…..
Native Advertising?
We’ll be getting started in just a few moments as attendees
arrive.If you have any questions during the webinar feel
free to submit questions through the GoToWebinar question box
Or on Twitter using #BFMWebinar
What is…..
Native Advertising?
Is Native Advertising the #nextbigthing?
Or is it just another hyped buzzword…
The Definition of Native Advertising
Ads that are designed to appear “native” to
the website or channel within which it is
placed.
Native Advertising Is….
Quality content combined with a paid
advertising strategy
Or also known as…
Custom content
Sponsored Content
Branded Content
Content Marketing
Have I Seen Native Ads?
You have if you’re currently using…Facebook
Twitter: Promoted Tweets and Accounts
Sponsored Listings
Spotify Playlists
News and Content Sites
News sites, such as Forbes and The Atlantic
Blog networks, such as The Awl and Gawker
Humor and Meme Sites, Buzzfeed (the Native Ad
King), Cheezburger Network, Cracked.com (Demand
Media)
Native Ads on Content Sites Could Be…
Co-created by the brand and the publisher
Sponsored by the brand, created by the publisher
Created by the brand, in the publisher’s native format
Created and hosted by the brand, and shared or
disseminated via the paid network
BRANDING IS KEY.
What Makes An Ad “Native”?
“Native” to the user experience
Non disruptive content within the stream or feed
Paid placement – and denoted as such (“sponsored”,
etc)
Branded: Related to or somehow incorporating the
brand
Content: Beyond a simple ad, it could be:
A blog post
An image slideshow
A video
A tweet or status update
An image
The Elements of a Native Ad
Be helpful
Be interesting!
Be engaging: Would a user share this?
Be exciting, quirky, entertaining, or crazy
Use good quality images
Fit in with the brand’s tone and value proposition
Integrate with a full digital campaign, including
landing pages, an email campaign, and product
offering.
Mark the ad as sponsored
Why Use Native Ads?
#1: User Experience
Why Use Native Ads?
Create a better, non-disruptive user experience
Focus on branding, rather than a conversion
Display ads are being screened out by more savvy
customers
Publishers want to create a more quality experience for
customers, while still driving revenue.
What Native Ads Do:
Paid, Earned and Owned:
We Know It’s Getting Serious, Because…Facebook recently slimmed down their ad offerings
Google’s “Doubleclick for Publishers” announced they will
support individual native ad products
Buzzfeed is training agencies in native content creation
The IAB has created a Native Advertising Task Force
Spend on Native Ads are projected to move from $2.36b in
2013 ($1.63b in 2012) to $4.57 billion by 2017
User Experience = User Integrity
Concerns and challenges….
• Is it scaleable?
• Timeliness and creativity is key.
• Risk of oversaturation.
• Requires ad standards and ad platforms
• Will users pay attention to them, and convert?
But it’s also very exciting…
• People aren’t on TV or looking in the phone book anymore
• Banner ads aren’t likely to work
• As mobile users increase, the opportunity is huge
• More value for customers and brands:
• Customers: Less Interruptive
• Brands: More engaging and interactive
How Is It Implemented?
Pricing
Buzzfeed’s average campaigns start at $100k, with 5-10 posts. Ads are sold in “story units”.
Operates similar to direct ad buys, with major networks
Prices include Content Creation (Agency and Publisher) and a CPM
Other networks including ShareThrough and Nativo operate similar to standard display networks
Outbrain and Taboola are excellent self-service platforms that are competitively priced and
enable content sharing.
Will This Work For My Brand?
Are you already creating content?
Are you already promoting your business with paid ads, for example:
Google AdWords, or another form of pay-per-click search engine marketing
Promoted listings in newspapers or industry websites
Display advertising or remarketing
You’re already promoting content on social networks, and paying for it:
Facebook Sponsored Stories
Twitter Promoted Accounts
Native Ads are the next level:
They are a display ad that is native to the user experience,
and therefore more likely to capture user attention.
How Can I Use It In My Business?
1. Create branded, shareable, clickable content, that has the ability to serve as an ad unit:
1. Videos
2. Branded imagery
3. How-To or Lifehack articles
4. Blog posts
5. Slideshows
6. Videos
2. Shift advertising spend to promote content, rather than ads, across channels, including:
1. Facebook, Twitter, Tumblr or other social networks
2. Content “suggestion” plug-ins, such as Outbrain or Taboola
3. Relevant websites to your target audience who accept sponsored posts
Native Advertising: A Fusion of Marketing
Questions?
Bonus: Examples!
Bonus: Examples!
Bonus: Examples!
Thanks for participating!
For more helpful resources, check out:
www.bluefountainmedia.com/blog
www.bluefountainmedia.com/resources/whitepapers
5 Tips for Adapting to Enhanced Adwords CampaignsWednesday, August 28th, 2013
12:00 PM – 1:00 PM EST
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