Defining and Mapping the Native

Advertising Landscape

#SELsummit | #nativeadvertising

Rebecca Lieb, Industry Analyst

@lieblink | altimetergroup.com

Agenda2

© 2013 Altimeter Group

Agenda

1. Defining Native

Advertising

2. Why Native?

3. Recommendations

ONEDefining Native Advertising

EVERYONE’S TALKING ABOUT

NATIVE ADVERTISING.

SO, WHAT IS IT?

4

“Native advertising is a form of

converged media that combines

paid and owned media into a form of

commercial messaging that is fully

integrated into, and often unique to, a

specific delivery platform.”

Altimeter Group, 2013

5

Native Advertising Sample: MashableSponsored content is clearly labeled in every appearance.

Native Advertising Samples: FacebookSponsored Posts are clearly labeled in the News Feed.

TWOWhy Native Advertising?

Banner blindness

Skipped pre-roll ads

Eroding email engagement rates

Fragmented consumer attention

Increasing level of automation in programmatic

digital advertising

Downward price pressure on classic display

advertising

Why Native Advertising?

49x More clicks generated by Facebook Page Post ads than traditional onsite ads, at 45% less cost.

Source: Koetsier, Josh, “Facebook news feed ads generate 49 times more clicks at 45% less cost (study).”

VentureBeat. June 27, 2013. 10

Native Advertising BringsOpportunities to the Entire Ecosystem

Native Advertising Ecosystem

Publishers

Social Platforms

BrandsAgencies

Technologies

Native Advertising: Pros

Native Advertising: Cons

THREERecommendations

Native Advertising: Critical Elements for Success

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Transparency,

Disclosure, and Trust1. Disclose that the placement is

commercial in nature.

2. Link to policies that govern such

placement.

3. Provide a channel for inquiry.

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Content Strategy1. Put in place a foundational

content strategy prior to native

executions.

2. Document governance around

voice, tone, brand, edit, and

copy guidelines.

3. Subject native ad creative to the

approval of the content strategy

governing body.

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Collaboration1. Encourage internal

collaboration.

2. Incentivize external

collaboration — this is the

brand’s responsibility.

3. Ensure teams are agile, able to

learn quickly, and apply what

they’ve learned to other

campaigns and channels.

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Earned ComponentNative advertising is an example of

converged media.

It’s a combination of paid and

owned media. Factoring in ways to

share or otherwise amplify the

message can greatly contribute to

extending the campaign’s reach.

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Content Portability1. Create native advertising

executions that can be socially

sharable.

2. Track the content that most

resonates in social channels.

3. Maintain libraries of content that

break down into discrete units of

text that can be deployed

quickly in a variety of formats.

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Training1. Provide content strategy training

at the brand level.

2. Train sales teams in native

advertising offerings and

advantages.

3. Train creative, account teams,

media buyers, and others in the

ecosystem on native tactics and

strategies.

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Ability to Scale1. Native advertising campaigns are

usually “exclusive” and cannot be

reduplicated elsewhere.

2. Publisher-created content for

native executions is often

contractually limited to that

publisher’s platform.

3. Many vendor solutions do scale

and travel, but at the expense of

being native in the strictest sense.

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Measurement1. Develop Key Performance

Indicators (KPIs) for each native

advertising campaign.

2. Use caution with overly

publisher-centric metrics that

gauge campaign effectiveness.

3. Measure native advertising

effectiveness against a

converged media model.

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We asked brands,

agencies and vendors

to rate the maturity of

the Converged Media

space….

“Defining and Mapping

the

Native Advertising

Landscape”

Open Research

Rebecca Lieb

rebecca@altimetergroup.com

rebeccalieb.com/blog

Twitter: lieblink

THANK YOU

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