New Age Advertising: How to Succeed In The World of Paid Content

S CRI P TE D. COM

New Age

Advertising:

How to Succeed

in the World of

Paid Content

S CRI P TE D. COM

S CRI P TE D. COM

Who We Are

Ryan Buckley, Scripted.com

Co-founder

ryan@scripted.com helen.mussard@vibrantmedia.com

Helen Mussard, Vibrant Media

VP of Global Marketing

peter@iab.net

Peter Minnium, IAB

Head of Brand Initiatives

@PeterMinnium

Head of Brand Initiatives, IAB

Content

Advertising

IAB NATIVE ADVERTISING TASK FORCEFacebook, AARP, AddThis, adMarketplace, AdMonsters, AdsNative, Airpush,Altimeter Group, American Express, AOL, appssavvy, Autotrader.com, BBCWorldwide, BBN Networks, Blink New Media, Bloomberg, BuzzFeed, C.A.S.T.,Demand Media, Dieste, Disqus, Dow Jones & Company, Drawbridge, Dstillery,Electronic Arts, Expedia, Facebook, Federated Media, Flipboard, Flite, Forbes.com,Foursquare, FOX Sports, Gawker, Glam, Glot0, Google, Gravity, GumGum, Hearst, IABCanada, IDG, Inadco, InMobi, inPowered, IZEA, Jivox, Jun Group, Kargo, Klout,Kontera, LIN Media, LinkedIn, LocalResponse, Los Angeles Times, MailOnline,Mansueto Ventures, Martini Media, Mashable, Meredith, Microsoft Advertising,Mixpo, Modern Healthcare, Monster, Namo Media, NPR, National Public Media,Nativo, NetSeer, New York Daily News, Nexage, OneSpot, Outbrain, Pandora,PointRoll, Polar, PulsePoint, ReactX, Realtor.com, Rodale, Salesforce MarketingCloud, SAY Media, Selectable Media, Shareaholic, ShareThis, Sharethrough, Spotify,Studio One, StumbleUpon, Taboola, Business Insider, Estee Lauder Companies,Huffington Post, New York Times, Weather Channel, Thomson-Reuters,ThoughtLeadr, Time Warner, Trip Advisor, TripleLift, Trulia, Tumblr, Turner, Unilever,Unruly, Vibrant Media, Vindico, Yahoo!, YouTube, Zillow, Zumobi, and Twitter

What Is Native Advertising?

A paid ad that is so cohesive with the page content, assimilated

with the design, and consistent with the user experience that the

viewer simply feels it belongs

IAB Native Evaluation Framework

5,000 Nationally representative consumers who visit these news media

verticals online at least several times per week were divided into three groups based on the sites they visit…

Business (n=1,622)

Visitors to websites that cover finance, business, economics, investing &

technology

Entertainment (n=1,648)

Visitors to websites that cover media,

entertainment, celebrities, lifestyle & fashion

General News (n=1,730)

Visitors to websites that cover breaking news,

politics, world news, U.S. news and local news

IAB & Edelman Research: Consumer Receptivity to Native Ads

Research study was conducted from June 23 – July 2, 20149

10

Focus was on In Feed Sponsored Content

Examples of “blind” mock-ups of site content respondents saw, below:

Q28: Have you seen this type of content before today?

71%

Business NewsEntertainment

Audiences Are Aware of Sponsored Content

Sponsored Content Awareness(Asked after exposure to examples)

have seen sponsored

content

61% 70%

have seen sponsored

content

have seen sponsored

content

Consumers Are Receptive to Native Ads

Q17: Thinking about the advertising you see on the websites you frequently visit, how much do you agree or disagree with the following? I understand that the free content I view online is made possible by online advertising. Q47: How much do you agree or disagree with the following statements? I am more open to advertising that tells a story than advertising that simply sells a product.

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Most Appealing/Interesting

Least Appealing/Interesting

Most Annoying/Intrusive

Least Annoying/Intrusive

Online Advertising Appeal Quadrant Analysis

Business

Entertainment

News

Banner Ads

In- Feed Sponsored

Content

Video Ads

Expandable Ads (i.e., expand on click or rollover)

Pop Up Ads

Q48: Thinking about the types of ads you see online, how would you rank each of these types of ads on the following measures? *“Appealing” and “Interesting” were tested as two distinct attributes; as the results tracked closely, these were collapsed for quadrant analysis

(Mean Ranking)

Sponsorship Awareness & Assumptions Differ by Vertical

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• Business News – 82% say the content is clearly paid for by a brand

• Entertainment News: 85% say the content is clearly paid for by a brand

• General News: 41% say the content is clearly paid for by a brand

Q31: How clear is it that this content is paid for by a brand company?

15Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This content can add value to my experience on this website

Sponsored Content Can Add Value to the Consumer Experience

Sponsored Content Perceptions (% Agree)

38%

45% 44%

27%

Adds value to site experience

Overall Business Entertainment News

Native’s 3 Must-Haves

Relevant

Brands: Match editorial in

style/quality

Publishers: Turn away advertisers

that don’t fit

Authoritative

Brands: Share your expertise

vs. sell

Publishers: Help advertisers

adopt a more editorial mindset

Authentic

Brands: Be yourself in a transparent

fashion

Publishers: Err on the side of transparency

17Q44: Thinking about the ways that brands can use this “sponsored” content to draw your interest, how important are each of the following? (Shown: % Important)

Important Factors to Drawing Interest(% Important)

Brand Relevance, Authority & Trust Drive Consumers to Sponsored Content

89%84% 82%

91%

83% 83%

90%

79% 79%

Relevant information Brand is an authority on topic Brand Iknow & trust

Business Entertainment News

Brand relevant information

18Q33: How would you rate this content on each of the following measures?

Ad Relevance, Authoritativeness & Trust Drive Consumer’s Enjoyment/Interest in Sponsored

Content

67%

67%

68%

70%

77%

73%

74%

75%

75%

83%

Brand is authority

Content is relevantto site

Brand is trustworthy

Brand is relevant

Content is relevantto reader

Interesting

Enjoyable

Sponsored Content Perceptions (cont.)

“We live in a time where there's just so much information

available. They have to make their ad current and relevant to their

target audience.”

“I’d rather them know what I’m in the market to buy and give me some information or

an ad relevant to what I’m looking for, or what I might be looking for next week.”

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The Vogue Effect: Sponsored Content Can Enhance Site Favorability

Increased Favorability of Website As a Result of In-feed Sponsored Content(% More Favorable)

54% 53% 52%

Content is relevant toreader

Brand is an authority Brand is trustworthy

Q36: What, if any, impact does this content have on your view of this website? Q33: How would you rate this content on each of the following measures? Relevant to reader Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on this topic. I trust this brand to do what is right

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But Sponsored Content Is Riskier for General News Media

58% 57%55%

57% 56% 57%

42%39% 38%

Content is relevant to reader Brand is an authority Brand is trustworthy

Business Entertainment News

Increased Favorability of Website As a Result of Content(% More Favorable)

Q35: What, if any, impact does this content have on your view of this website? Q33: How would you rate this content on each of the following measures? Relevant to reader Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on this topic. I trust this brand to do what is right

56% 56% 55%

Brand is an authority Brand is trustworthy Content is relevant toreader

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Well-executed Sponsored Content Can Boost Brand Favorability

Increased Favorability of Brand As a Result of In-feed Sponsored Content(% More Favorable)

Q36: What, if any, impact does this content have on your view of this brand? Q33: How would you rate this content on each of the following measures? Relevant to reader Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on this topic. I trust this brand to do what is right

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Sponsored Content in General News Sites Is Riskier for Brands

59% 59% 60%57%

59% 59%

45% 45% 44%

Content is relevant to reader Brand is an authority Brand is trustworthy

Business Entertainment News

Increased Favorability of Brand As a Result of Content(% More Favorable)

Q36: What, if any, impact does this content have on your view of this brand? Q33: How would you rate this content on each of the following measures? Relevant to reader Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on this topic. I trust this brand to do what is right

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93%

66%

93%

58%

93%

51%

88%

66%

Brand isrelevant

Brand isnot

relevant

Brand is anauthority

Brand isnot an

authority

Trust thebrand

Do nottrust the

brand

Site iscredible

Site is notcredible

Impact of Brand & Website Perceptions on Perceived Content Credibility

(% Content is Credible)

Site Credibility Boosts Brand Credibility

Q37: How credible is this content?Data displayed represents cross-tabulations based on respondent evaluations of the brand and website each respondent was randomly assigned:Q22: How would you rate this website on the following measures? Credibility Q34: Thinking specifically about this content, how much do you agree or disagree with the following?

41%Boost

60%Boost

82%Boost 33%

Boost

Consumer Guidance forNative Practitioners

Relevant

Brands: Match editorial in

style/quality

Publishers: Turn away advertisers

that don’t fit

Authoritative

Brands: Share your expertise

vs. sell

Publishers: Help advertisers

adopt a more editorial mindset

Authentic

Brands: Be yourself in a transparent

fashion

Publishers: Err on the side of transparency

TRANSFORMING CONTENT CONNECTIONSVIBRANT CONNECTS CONSUMERS IN REAL TIME WITH ENGAGING CONTENT & BRAND EXPERIENCES

DELIVERED CROSS PLATFORM

Since we saw the first spy shots of the Jaguar F-Type and the C-X16 concept that

previewed it, we had a feeling the British brand had a hit on its hands, but the

model’s popularity is exceeding expectations, with half of the model’s first year

production run already sold out, according to Automotive News.

About the Data: Vibrant Media surveyed 1,000 people between the ages of 13 and 64 across the United States who owned a computer, mobile phone, and/or

tablet, each of which must connect to the Internet. The survey was conducted online by Toluna, a leading online panel and survey technology provider.

CONSUMER POLL ON TRUST IN BRANDED CONTENT

Consumers’ trust:

• 35% trust editorial content, 33% trust branded content = only 2%

difference

Consumers’ distrust:

• 18% distrust editorial content, 15.5% distrust branded content

Focus more on media titles and brands consumers are familiar with:

• 12% distrust content from media titles they know, 6% distrust

content from brands they know

Consumers aged 13-34 years old proved to be more trusting of all

content producers compared to those aged 35-64.

HOWEVER..

31% U.S Consumers have previously mistaken an online advertorial for

an editorial article

61% believe that the advertiser or publisher

had purposely misled them

68% felt very annoyed that they were misled

BE TRANSPARENT

50% of respondents

feel that it is important

they be informed that

an advertiser has paid

for content

LABEL CORRECTLY

56% do not consider labels such as

‘paid post’ ‘advertorial’ or ‘sponsored

article’ as effective at distinguishing

branded content from editorial

MAKE IT CLEAR IT IS YOUR BRAND. THEY TRUST IT!

57% of consumers said that displaying an

advertisers logo is the most effective way

to distinguish branded advertising

54% said using different border

colors helped to distinguish

51% said using different fonts and typefaces could help distinguish branded content to editorial content

RELEVANCY

64 percent% said that they are more likely to pay

attention to branded content if it is placed within

relevant content

WHICH ONLINE BRAND CONTENT FORMATS GET THE NOD FROM CONSUMERS?

GREAT CONTENT TO REACH A NICHE TARGET AUDIENCE

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Scaling Content With

Scripted

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Current State of Content Teams

44%of B2B marketers say they

have a documented content

marketing strategy

73%of B2B organizations have

someone in place to oversee

content marketing strategy.

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Small Team, Big Content

Team

• Content Manager

Volume

• 50+ pieces of content published

per month

Content

• Blog Posts

• Guest Posts

• White Papers

• Slideshares

• Webinars

Content Creation

Scripted Writers

In-House20%

80%

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Efficiency of External Writing Teams

Editorial Calendar

Submit Guidelines

Content Written

Review Content

Publish/Promote

Measure

30+ pieces of content written

in 5 to 10 days

3 to 5 days of review and

editing

Promote across relevant

channels immediately

Measure and optimize

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Let Us Save You Time

The Managed Experience

• Kick off call with your manager

• Guideline creation

• Reviewing Content

• Post Delivery Check In

Managed Services Price

• $500 per month

• No minimum content spend

• 3 month contract, pay for

managed services upfront

• Pay for content as you go

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Thank You!

Ryan Buckley, Scripted.com

Co-founder

ryan@scripted.com helen.mussard@vibrantmedia.com

Helen Mussard, Vibrant Media

VP of Global Marketing

peter@iab.net

Peter Minnium, IAB

Head of Brand Initiatives