NATIVE ADVERTISING LANDSCAPE SEPTEMBER 2014 Antti Leino @anttileino

“the less an advertisement looks like an advertisement, and the more it looks like editorial, the

more readers stop, look and read”

David Ogilvy 1956

THERE ARE THREE FACTORS DRIVING THE INTEREST TOWARDS NATIVE ADVERTISING AND GROWTH OF NATIVE AD SPENDING

1

2

3

BANNER BLINDNESS We are spammed with interruptive messages every day. More effective way of display advertising is needed

MOBILE USAGE High penetration of devices, uncluttered environment and ads in content feed

MARKETS Digital display market is changing: growing number of network vendors and declining CPMs because of ad exchanges

Native advertising is naturally visible and catches the attention 14% of internet users remember the last ad they saw. 8% recall the company or product promoted SOURCE: BANNERBLINDNESS.ORG 04/2013

IT´S PAID ADVERTISING

THREE PARAMETERS TO DEFINE ADVERTISING UNDER TERM NATIVE ADVERTISING

Differentiates native advertising from PR and

Content marketing

IN EDITORIAL FORMAT

Visual look of native ads match the environment

ads are sown

MEETS AUDIENCE EXPECTATIONS

Native ads match contextually the

environment they are presented

PRODUCT PLACEMENT

BASED ON OUR DEFINITION THERE HAS BEEN NATIVE ADVERTISING CHANNELS MORE THAN WE THINK

PRINT ADVERTORIALS

IN-GAME ADVERTISING

Native advertising is an old concept but there is a new hype.

David Ogilvy´s “Guinness Guide to Oysters

THERE ARE MORE ADVERTORIALS. IF YOU REMOVE THE BRAND, IT LOOKS LIKE A PUBLICATION

IBM on The Atlantic -publication Evli Bank on Taloussanomat.fi

Source: http://www.copyblogger.com/examples-of-native-ads/

Sponsored content: SAP on Forbes.com

MORE NATIVE ADVERTISING SOLUTIONS: SPONSORED AND BRANDED CONTENT

Branded content: Dell on NY Times

Sponsored content is what publisher creates paid by the marketer Branded content where the brand creates the content

for the publisher

NEITHER ARE PUBLISHERS. SAME GOES WITH GOOGLE ADWORDS. IT´S ALL USER GENERATED CONTENT, NOT EDITORIAL. BRANDS PAY TO GET A PLACE IN MEDIA IT´S ADVERTISING

BY DEFINITION FACEBOOK AND TWITTER FAILS THE DEFINITION OF NATIVE ADVERTISING

ON THE OTHER HAND. SPONSORED POSTS, SEARCH ANDS PROMOTED TWEETS APPREAR IN-FEED OR LISTINGS AND PROMOTED CONTENT COULD BE SEEN AS ADVERTORIALS NATIVE ADVERTISING

1 IN-FEED ADVERTISING

2 IN READ ADS

3 RECOMMENDATION LINKS

4 CUSTOM CONTENT

IDENTIEFIED FOUR TYPES OF MODERN NATIVE ADVERTISING

1 IN-FEED ADVERTISING

Sponsored posts on Facebook. Promoted tweets on Twitter

2 IN READ ADS

Google AdWords. Bing. Yahoo.

3 RECOMMENDATION LINKS

We have all seen these recommend content from “Around the Web” All these links do is push users to content on other publishing sites, with a few commercial mixed in.  There are networks to run these ads CPC-based

4 CUSTOM CONTENT

NATIVE ADVERTISING HELPS BRANDS TO CHANGE THE WAY THEY COMMUNICATE WITH AUDIENCE

FROM INTERRUPTING We don’t have to be loudest or funniest any more to get noticed

TO BE MOST ENGAGING High awareness Incresed brand lift & purchase intent

SUCCESSFUL NATIVE ADVERTISING REQUIRES CONTENT STRATEGY

Content strategy = common message, tone, voice, editorial & copy guidelines

Transparency Good relationship with publishers Value: useful and relevant information Measurable KPIs

Content portability Earned media component Reach the right target audience

SIMPLE. NATIVE ADVERTISING IS ALWAYS PAID MEDIA, PAID CONTENT. IT`S MEANING IS TO DRIVE ONLINE USERS TOWARDS BRAND`S OWN MEDIA.

WAIT. THERE IS MORE. WHAT IS THE DIFFERENCE BETWEEN NATIVE ADVERTISING AND CONTENT MARKETING?

GREAT CONTENT MARKETER IS A PUBLISHER. THINK RED BULL OR GE. CONTENT MARKETING IS TO INFORM, EDUCATE AND/OR ENTERTAIN ANY ONLINE USR WHO VISITS BRAND´S OWN DIGITAL DESTINATION

“GREAT NATIVE ADS ARE CONTENT THAT

CAPTURES IT´S AUDIENCE BUT

ULTIMATELY THERE IS MEASURABLE

GOAL TO ACHIEVE”

������antti.leino@gmail.com ���@anttileino

THANKS