native advertising at apg: what it is, what it isn’t and why your clients will want it
DESCRIPTION
Native advertising is content that is produced on behalf of or by a sponsor who has paid for the privilege, and that matches both the form and function of the user experience in which it is placed. In other words, it's stories, photos, videos or social media that is interesting, compelling and educational that appears in the content flow of a website and is sponsored by an advertiser. At APG Media of Southern Minnesota, we have been working on implementing a native advertising program for a few months. We've been talking to our clients about what native is and how it can help them grow revenue and their brand.TRANSCRIPT
Native Advertising for APGWhat it is, what it isn’t and why your clients will want it
Native advertising is content that is produced on behalf of or by a sponsor who has paid for the privilege, and that matches both the form and function of the user experience in which it was placed.
What it isn’t…
What it is…• It is in the stream: It’s part of the brand’s RSS feed, the timeline, the status updates.• It is sharable: The consumer can pass the word. • It is engaging: It allows the consumer to weigh in.• It is placed in context, visually and socially: You find NA where consumers are looking and its content is what the consumer wants to read.• It is timely• It is of high quality• It is clearly labeled
• Jarring or off-kilter: If it doesn’t feel like it belongs, it is likely hurting both your brand and your client’s.• Annoying: Native advertising is about establishing a conversational relationship rather than a hard sell.• Deceptive: Though it seeks to be seamless within context, it is still clearly designated as advertising.• Self-referential: Some very good native advertising never directly mentions the brand. .
3 over-arching content goalsMaking readers smarter: This is the water cooler question: Does this story, post, video make me smarter? Do I now know something interesting to share?Connecting emotionally: People take action when you touch their emotions. They are more likely to share the story if they have laughed, cried, felt indignant … felt something
Offering solutions: Readers have always wanted something more than gloom & doom. Does this story challenge leaders to look for solutions, instead of just reporting problems? Does it help them find a solution to make their family life, their weekend life better?
Example 1: Boosted FB Post
2: Digital photo gallery
http://bit.ly/1AQQq27
2a. Print photo gallery
3. Sponsored infographic
4. The ‘listicle’
http://bit.ly/1B7KnpZ
5. Special Section
And the results?
And locally?
1,919 people reached = 256 Organic + 1,663 Paid
So, what are you waiting for?