PowerPoint-prsentation
Native advertisingThe way to speed up content marketing
The AgendaWhat is native advertising?How big is it?Why is it growing?7 tips to making it work
What is native advertising?
Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears.
Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears.
Why here atEpic Content Marketing?
If you build it they will comeis not enough anymore
By 2020, the amount of information on the Internet will grow by 500%compared to last year
Source: Mark Schaefer, The Content Code
Native advertising will become part of every content marketing strategy
Television has a ratio of 1:5 creation to distribution ratio
In content and native its 5:1
Lets dive in
How does it look?
Articles in newspapers, magazines and blogs offline and online
Promoted or sponsored posts on social media like Facebook, LinkedIn and Twitter
Advertiser funded programming on broadcast and web tv
Influencer distributed content
Influencer distributed content
In app content
What about programatic?
Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears.
Native vs true native
Is native advertising new?
How big is it?
Traditional advertising2015 = 75%
Traditional advertising2020 = 50%
Native advertisingContent marketing
More than 60% of Facebooks revenue comes from native
In 2016 more than 50% of LinkedIns revenues comes from native
Hvad skal vi igennem? In 2020 75,9% of all digital marketing will be mobile
63,2% of that will be native advertising
43% uses it for CMSource: CMI
#3: The honeymoon is over
#1: Content isexploding
Why is it growing?
#1. Advertisers want it
Hvad skal vi igennem?
Hvad skal vi igennem?
44%
@BrennerMichael
Hvad skal vi igennem?
Hvad skal vi igennem?
CTR on Native is 4x
#2. The publishers want it
85% says native is important or very important
73% are positive towards native
92% believe it ads value to advertisers
75% believe it ads value to audienceSource: Native Advertising Institute
#3. The customers want it
It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look and read.
David Ogilvy, the Father of Advertising
Facebook sponsored post gives 49x more clicks than Facebook adsAt 45% of the price45 Source: Josh Koetsier-survey
33% of the readers are equally inclined to click on an article that comes from a brand as they are that of an editorial articleSource: Contently
The audience is looking more on sponsored articles that they are looking at regular editorial content (26% vs 24%) Source: Sharethrough and IPG Media Lab
7 tips to making it work
#1: You need a strategy
#2: Find the right audience
#3: Native advertising needs to be just as good as the editorial content
Guiding lightProduced and financed by P&G Launched June 30. 1952 p NBCStopped September 18. 200957 years15.000 episodes
#4: Leverage the skills of the media companies
A NEXT GENERATION ENTERTAINMENT SERIES INTEGRATION SOCIAL AND MOBILE PLATFORMS73
31% has an inhouse studio66% use editorial team
#5: It has got to be transparent
#6: Make it shareable and multichannel
A NEXT GENERATION ENTERTAINMENT SERIES INTEGRATION SOCIAL AND MOBILE PLATFORMS78
A NEXT GENERATION ENTERTAINMENT SERIES INTEGRATION SOCIAL AND MOBILE PLATFORMS79
A NEXT GENERATION ENTERTAINMENT SERIES INTEGRATION SOCIAL AND MOBILE PLATFORMS80
#7: Be a daytrader
TAK FOR I DAG
JESPER LAURSENEmail: [email protected]: @jesperlaursen
Who is doing it right?
What: Sponsoreret posts on Reddit
How: Marriott Hotels ran Virtual Travel Experience-campaign. Asked users to promote their city
Results: 200.000 visits
The sponsored peice with most user-generated content
Webby awards for best native advertising
Resultat: 70.000 read article20.000 saw video5.200 shares on Facebook
Ran out of meat one week before Christmas
Mediebedriftenes Landsforenings (MBL) markedspris for 2014
Challenges and threats
Lets dive in
Business
Target audience
Competitors
InfluencersBuzzSumo
Ads in-stream on Facebook
What about programmatic???
Keywee
Channels
EarnedPaidOwned
EarnedPaid
ContentAdvertising
OrganicPaid
Traditional media
PRNative
Social Media
SharesNative
Influencers
PRNative