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Building a Successful Native Advertising Strategy
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Chris Lee, President @cleepost
content marketing sponsored posts
corporate journalism vendor content paid placement brand publishing custom content
Chris Lee, President @cleepost
Native Advertising What we have learned so far
Native Advertising 3
Desktop Display 100 million page views 4 ad units per page $5 CPM $20 x 100,000 $2,000,000
Mobile: An order of magnitude problem
Mobile Display 100 million page views 1 ad unit $2 CPM $2 x 100,000 $100,000
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• Native placement in flow of content • Transparency of sponsorship • Management and production of native
content separate from editorial team • High quality content: CTR on native
content should rival or exceed editorial • Metrics include brand results plus
traditional direct response
Native Principles
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Native Advertising broken down
Know thy Client
Understand brand & target audience Establish goals & metrics Determine budget, frequency & campaign length
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Native Advertising broken down
Know thy Client
Create Content
Understand brand & target audience Establish goals & metrics Determine budget, frequency & campaign length
Who produces? Who edits? Execution: Headlines Text Length Images? Video?
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Native Advertising broken down
Know thy Client
Create Content Publish
Understand brand & target audience Establish goals & metrics Determine budget, frequency & campaign length
Who produces? Who edits? Execution: Headlines Text Length Images? Video?
Which sites and where? Scheduling Multiple access points Relationship to other content
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Native Advertising broken down
Know thy Client
Create Content Publish Promote
Externally
Understand brand & target audience Establish goals & metrics Determine budget, frequency & campaign length
Who produces? Who edits? Execution: Headlines Text Length Images? Video?
Which sites and where? Scheduling Multiple access points Relationship to other content
Social media Email Content distribution partnerships Client sites & social media
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Native Advertising broken down
Know thy Client
Create Content Publish Promote
Externally Report
Understand brand & target audience Establish goals & metrics Determine budget, frequency & campaign length
Who produces? Who edits? Execution: Headlines Text Length Images? Video?
Which sites and where? Scheduling Multiple access points Relationship to other content
Social media Email Content distribution partnerships Client sites & social media
Reach and response metrics Test brand lift and awareness Market research on brand
agency
publisher
promoter
integrated native publisher
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What is the goal of a native campaign?
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1-2% engagement
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Likes + Engagement: Coca-Cola vs. FamilyShare
<1% engagement
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<0.15% engagement
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<1% engagement
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Organizing for Native
President
VP Content Products
Director Editorial Content
Content Producers / Reporters
Manager BrandView
BrandForge Content
Producers
VP Ad Products VP Sales
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Healthcare Automotive Legal Financial Services Utilities Insurance Grocery / Retail Consumer Packaged Goods Education Entertainment
Clients
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BrandView inventory: 2-3 sponsored posts per day
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Homepage impressions in queue 582,495
CTR from homepage to article 2.31%
Article uniques 10,410
Article views / reads 13,424
Time spent engaged 1:59
Social shares per article 71
Average editorial article 13,836
Each of these measures is equal to or better than the average editorial article on KSL.com
Key Metrics show native performance 12 months data, average results
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• To get 13,000 engagements with a brand in the form of a click-thru, how much display media would a client need to buy?
• Assuming a 0.1% CTR, that’s 13,000,000 impressions • Assuming a $3 CPM rate, that’s $39,000 in
comparable display value • Package includes content creation plus posting,
and in some cases additional dollars for external promotion via social media and email
• Client can use content for other purposes as well, on blogs and their own social
Pricing and Packaging
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• Don’t blur organizational lines between editorial and native content teams. Keep them separated.
• Be transparent. Clearly label native ads • Create a clear and consistent ad policy • Variable-ize costs using freelance contributors • Publish awesome. Bad, uninteresting content won’t
work for anyone, and will erode audience trust • Don’t let clients produce and publish their own
content on their own. Use what we know best as publishers: how to reach and engage the audience.
Some things we’ve learned
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Be bold
And finally…
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Thank you
Shameless plug Talk to Jake Berry about a scalable and variable way to create great content with DDM BrandForge
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