The Natives Are Restless: Media, Marketing and Native Advertising

The Natives Are RestlessAre media and Marketers friends, enemies or Frienemies?

Eric CedoLa2m – 11.5.14

A STORY ABOUT…ME

THE PROBLEMPRINT IS IN DECLINEBUT CONTENT IS STILL KING

THE PROBLEM

THE PROBLEM

MEDIA CONSUMPTION HAS SHIFTED

SO HAS AD SPENDING

BUT DISPLAY ADS ARE…UGH

10 Shocking But True Display Advertising Stats

1. You are more likely to complete NAVY SEAL training than click a banner ad

2. Only 8% of internet users account for 85% of clicks on display ads (and some of them aren't even humans!).

3. You are more likely to get a full house while playing poker than click on a banner ad.

4. The average person is served over 1,700 banner ads per month. Do you remember any?

5. You are more likely to summit Mount Everest than click a banner ad. 

6. The average clickthrough rate of display ads is 0.1%.  7. You are more likely to birth twins than click a banner ad. 8. About 50% of clicks on mobile ads are accidental. 9. You are more likely to get into MIT than click a banner ad. 10.You are more likely to survive a plane crash than click on a

banner ad. 

These stats were curated from Digiday and Business Insider. Taken from hubspot.com

IS THIS A PROBLEM FOR

A. MEDIAB. MARKETERSC. BOTH

ROLE OF MEDIA vs role of marketing

JOURNALISTIC INTEGRITY• Avoid conflicts of interest, real or perceived. Disclose unavoidable conflicts.

• Refuse gifts, favors, fees, free travel and special treatment, and avoid political and other outside activities that may compromise integrity or impartiality, or may damage credibility.

• Be wary of sources offering information for favors or money; do not pay for access to news. Identify content provided by outside sources, whether paid or not.

• Deny favored treatment to advertisers, donors or any other special interests, and resist internal and external pressure to influence coverage.

• Distinguish news from advertising and shun hybrids that blur the lines between the two. Prominently label sponsored content.

From the Society of Professional Journalists code of ethics

MEDIA’S Dilemma

• Declining ad revenue• Declining readership• Declining resources• Declining credibility

ROLE OF MEDIA vs role of marketing

NATIVE ADVERTISING

From sharethrough.com

1989 Advertorial

http://www.iab.net/nativeadvertising

1.Paid Search Units

2.Recommendation Widgets

3.Promoted Listings

4.In-Ad (With Native Elements)

Units

5.In-Feed Units

6.Custom/“Can’t Be Contained”

NATIVE ADVERTISING:Core 6 ad units

2. Recommendation widget

1. Paid search unit

3. Promoted listings

4. In-Ad (with native element)

5. In-Feed

6. Custom Content (can’t be contained)

AN increase in THE insured population IS EXPECTED: 470,000 from an expansion of MedicaiD.

THIS will create “pinch points” in areas where THERE ARE new patients but not a network of health providers to

service them.

05

STATS

SPONSORED CONTENT

CUSTOM CONTENT

WHY MEDIA AND MARKETERS CAN BE FRIENDS

AudienceBEHAVIORSCONTENT CREATORS

CONCERN OVER NATIVE ADVERTISING FRIENEMIES

Demian Farnworth article 5/4/14, coppyblogger.com – Is Native Advertising Ethical

Consumer confusionBe transparent. Be clear on your intentions

Conflicts of interestWork with respected and credible media thatunderstands what your/their audience wants

Federal Trade CommissionClearly label!

Limited manpowerGood idea to partner with media like…Crain Content Studio (ADVERTISEMENT)

THANK YOU!