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

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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

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