Defining and Mapping the Native Advertising Landscape

November 16, 2013| #nativeadvertising

Rebecca Lieb, Industry Analyst@lieblink | altimetergroup.com

ONEDefining Native Advertising

EVERYONE’S TALKING ABOUT NATIVE ADVERTISING.

SO, WHAT IS IT?

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TWOWhy Native Advertising?

• “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

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. 7

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”

6,000+ views since Sept. 10, 2013

Open Research

Rebecca Liebrebecca@altimetergroup.co

m

rebeccalieb.com/blog

Twitter: lieblink

THANK YOU

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