An Introduction to Native Advertising

An Introduction to Native Advertising



and paid advertising and social media so today we're going to be talking about native advertising and I think that I'm most people have arrived so we're going to just get straight back into it if you have any questions throughout the webinar you can feel free to enter them into the GoToMeeting chat box and we'll be addressing them at the end we'll have some time for questions and so with that I'm gonna launch right into it so today we're talking about what is native advertising native advertising is a very commonly talked about term in the industry right now and there's sort of two ways about it is that the next big thing is that something that everybody should be paying attention to the same as we were talking about social media a few years back and you know the last year or so we've been talking a lot about mobile and now everybody's talking about native and the real question is is it something that's just overhyped is that just a buzzword or is it something that's actually going to be relevant to our digital marketing efforts going forward and something that as a business we need to be paying attention to so today we're going to give you an overview on native advertising we're going to talk a little bit about what it is how we define it how we can actually create it where it's the different networks that we might use the different types of ways and it's served and of course how you as a business even if you're not a large-scale brand can actually incorporate these trends in both user experience and digital marketing to capitalize on native advertising what is the definition of native advertising and the term native is what's really strong over here that we need to focus on native refers to an ad that actually appears native to the website or channel within which it's placed so it doesn't look different it doesn't look like an ad the only thing that would make it appear as an that would indicate to a user that it's an ad is that little sponsored dot that tells people this has been sponsored but other than that the format it takes the tone it takes the message it takes is all native to that context so native advertising will meet when it comes down it's really quality content obviously branded and it's combined with a paid advertising strategy that promotes it and brings it out into into the public so unlike your existing content that you might have on your own website your own owned networks as we call it this is something that you'd be paying for and promoting on another network but it's still custom created content so some other words that we might be using for it would be custom content sponsored content the big one that's used now a lot is branded content and content marketing these are all different terms that you might hear banter about that all refer to that area of negative advertising have you seen native ads and this is the tough one because everybody hears about it and we stopped we don't often think about it from a user perspective when you're a business owner or a marketer you tend to look at everything from a marketing perspective you'll notice what comes up in your search results you'll notice what comes up as a display ad but often you don't pay attention to the ads that are a little more inconspicuous and that's what I made that is so let's go through some examples of what a native that is because I can almost guarantee that every single one of you have seen one you have if you're currently using Facebook and here are some examples of content that's created within the Facebook feed and then creates a sponsored story so these ones are actual links to the product sales pages you can see it from naturebox they've done a great little visual graphic about healthy snacking those banana chips look delicious or they're dried pineapple rings I actually can't tell and they're showing me in my feed that my friend has actually you know she likes that she likes the UM she likes the page and they're there they're offering me a chance to click and get 50% off my free box the same thing with ModCloth they're offering a free grab bag so I've got a really nice visual in my feed I also get a great deal and I also have the social the social elements where I can see that two of my friends like ModCloth as well and the same with PayPal this is actually a suggested post that's come up my feet it's equivalent to where we used to see a lot of sidebar ads on Facebook and now they're slowly being replaced by sponsored posts and posts within the feed so the Facebook sponsored story is something that nearly every business is incorporating into the marketing mix these days and it's really the first form of native advertising that anybody that tends to use as a business because it's a way of creating something that's familiar to a user within the feed oh but also highly targeted and also enables you to use that paid promotion element Twitter also has native advertising with their Promoted Tweets they're promoted accounts so in the top right image you can see here the who to follow and that's suggesting to me different different accounts that are similar to the ones that I like and that I'm already following and you can see at the top there Verizon Wireless USA is promoted so I might not have any particular interest in Verizon from what they see with who I follow but they have targeted me as a potential customer um and then and they'd like me to follow them on Twitter there's also the Promoted Tweets so you can see on the left side what we have from Taco Bell they they were promoting the cantina quesadilla hashtag and they did a great little image over here and this was promoted by Taco Bell we also have Promoted Tweets within certain trending topics so a few days ago SoundCloud was trending and Accenture federal promoted a tweet with with an important we said with a relevant article most likely because it was the word cloud and and this would be something more closer to you know something along the lines of what extend you do and that's the tough part of Twitter advertising is and it can often be difficult to be completely contextual when you're referring to a trending topic and finally at the bottom you can see Foot Locker has done their promoted tweet as well so these are all different ways where a brand is actually putting their content into someone's feed and into someone's stream but it doesn't look any different than a friend's tweet so I might look at my stream and apphia a variety of tweets from brands that I follow that interest me from people that I follow but I'll also see something from footlocker who I don't follow and that's for like they're trying to get in my face and in in in the user in the user experience without actually going to the sidebar making it look terrible sponsored listings are another form of negative ad and this is a really useful one for a lot of small to medium businesses who are looking for ways to get noticed without actually you know having to create additional content and Yelp sponsored listings and as well as that what I've shown here on the right is from Foursquare and Foursquare of only just started rolling this out well you can actually promote your business to people who are relevant so you've been to other 7-eleven locations so there's a 7-eleven nearby that was recommending that I go there and they've even got a little deal for me so these are ways where a users already browsing this type of content and it's just another method with which they can find something that's relevant to them but also you can pay to get your brand ahead of it and of course the content is quality and it's not any different than what they're already seeing they're already seeing a yelp listing but now they're seeing the sponsored one and it's the most important thing is that it indicates that it's sponsored so you can see on Yelp it's a little bit different color background yellow and with Foursquare it's got that promoted yellow little mark there's a lot of other websites that are beginning to use sponsored listings and it's something that I would urge you to you know if you're a client here at blue fountain media to discuss with your marketing manager or your account director the different opportunities that exist within your own industry to pay for some promoted listings because they can be very beneficial and finally here's another really fun one and that's Spotify playlists this isn't you know I'm not giving you a definitive list of the different channels but Spotify has done an incredible job recently adding in browns at branded apps and I've listed a couple of them coca-cola has what's called place lists Reebok has a fit list McDonald's have powered an app that enables you to see the tracks your friends are listening to and they all employ a social layout with Facebook as well as the music layer of Spotify and they really let give a completely interactive and engaging user experience that connects these to the brand I thought I liked what Reebok has done a lot because they're actually also connecting it to the brand and the brand value proposition which is obviously running shoes and that's why a playlist for workout is so integral and Spotify have done this really really well and I'm sure we're gonna be seeing a lot of this coming out in future with specific niche networks or verticals actually creating an opportunity for brands to create content that's beyond a simple blog post or slideshow which brings me to the next area where native advertising is really taking off and their work that's the content sites right now news sites such as Forbes in the Atlantic they all enable opportunities for brands to create what we call branded sponsored content and that's an article that looks just like another article on Forbes or on the Atlantic or on the all or Gawker or Gizmodo or Jezebel and same with humor and mean sites which service video and slideshow and image content such as BuzzFeed and BuzzFeed really is I'm gonna just highlight that they really are what we kind of call the native add king they're the ones who are really taking the initiative to train agencies and train users and how native ads and train brands and how native ads can be really leveraged and they're doing an incredible job with a variety of brand partners and they're really something to aspire to the Cheezburger network and crack calm which is managed by demand media there are all different websites that currently enable brands to pay to see content onto the site what's key though is that this isn't just an ad this is content that's just as engaging and just as shareable as anything else on those sites so let's look at some examples sorry I'm just gonna actually talk a little bit more about what the content is so some of this content might be co-created by the brand and the publisher it could be sponsored by the brand and created by the publisher and we've seen that on a lot of blogging sites where sponsored posts have become the norm and what's important to notice is that although Google's trying to take into account the native ad the native that impact on some on web spam and the links may not always be valuable what is important is that that that brand at that brand equity in that real estate you can get from sponsoring a post on a blog can be really valuable and it can get some great some great referral traffic from a link and it basically operates the same as a display ad would in terms of generating brand awareness but it's a lot more engaging it can also be created by the brand but within the publishers native format and we're beginning to see the rise in certain sharing networks that enable people to create any content that they like and put that into a publishers format and it can also be created and hosted by the brand and shared or disseminated via the paid network which would be what the Twitter adds sorry Twitter's sponsored tweets and what Facebook's wants the stories are they really do you know you're creating your own image and you're creating your own blog post but then you're seeding it by a Facebook what's key is always that the content is quality and well branded so here are some examples sorry I jumped a little bit ahead on that before um here's the BuzzFeed homepage and they really do an incredible job with some with native ads and they've got a variety of pricing options this might not be accessible to every small to medium size business in America but it is a really great way to see some of the best practices that are out there and some of the ways that you can really integrate paid content across the board so you can see on the top right hand corner we've got Frappuccino presents the reaction feed so Starbucks have actually gone in and sponsored an element of the site then we've got some articles and then featured out on the home page 18 tea sponsored and add about 10 an article about 10 moments in your morning routine that will change a perspective of time these are did a great post about six things in tea right now and what's key about these is that they're created by the BuzzFeed ad team who really operate the same as the BuzzFeed content team they bought BuzzFeed editorial team and ad team are almost mutually reflective of each other they have equivalent people on each side and the ad team will work with Visa or 18t to create a content article and then you'd obviously pay different amounts for the impressions and the clicks that you'd get from being on the home page and from your article itself and here's an example from Ben & Jerry's and I love this article it just came out it just came out in the last month or so and it's a very typical BuzzFeed article it's a teen foods ever a must try before leaving NYC we know the BuzzFeed post tend to be very image heavy they often use just as well and they you know list heavy as well they really get a lot of engagement they're very into looking at at what people's and where people's emotions are trying to get a bit of a me to factor and what happens once you click through to a branded BuzzFeed post as you can see here is that you've got it's very clear that it's Ben and Jerry's BuzzFeed patter post and on the side you've even got the social signals from Ben & Jerry's you've got their Facebook like box and their Twitter box so it's a great way for somebody who's interested in reading this article about food in New York City not only to learn more about Ben and Jerry's from within the article but they can straight away say hey I'm going to like Ben & Jerry's on Facebook and suddenly Ben and Jerry's have a new channel in which to convert these people into customers and they do incorporate the brand into the actual posts so along with having you know there's a list of 18 foods and it goes across you know all the typical pizza and burgers and everything and bagels and whatnot they have food trucks and they also mentioned the Ben and Jerry's food truck and a little link at the bottom to the NYC city turns flavor so that's just one example from BuzzFeed moving into the b2b space our Forbes have done an incredible job with something called brand voice and this works similar to the BuzzFeed brand channels such as you know the Purina 18 t visa all of whom have their own sort of channel on BuzzFeed where you can go and look at all the articles that have been created you can see this the social signals and you can kind of start sharing all that content Arkel have done that for a lot of b2b businesses they've got sorry not Oracle Forbes apologize for that so they've got Oracle on board they've got SAP on board and I'm in the bottom left corner you can actually see an article that was just written about Katy Perry selling her mansion it's actually powered by Trulia who are a real estate website with the our Oracle voice it's a featured brand voice is an actual content channel so Arkell creates content in their area of expertise all about their different all the new implementations within their industry you know top 10 cloud innovations in federal government are you ready for your debates and big data and these are really relevant to Oracle's area of expertise and it brings people to or a variety of writers a variety of content and it really gives Oracle fully branded presence that's also useful and helpful and engaging to a user on Forbes the Trulia article that truly don't have their own channel on Forbes but it is just another way that truly you can get their name out there in an article that would actually interest people people who urged in real estate will probably want to read about Katy Perry selling her holy imagine another network that's done an incredible job and they also partner with the BuzzFeed network they've partnered with Thought Catalog as well is the all network and the all network you know it it was founded by a um some Gorka excess it's got an excellent following it's a sort of long form and high quality content and it goes across the all which is the general site and then there's also the hairpin which is female focused we've got the billfold which is financial and they've actually incorporated some great ad publishing by having sponsored posts some of which are just a BuzzFeed or Thought Catalog sort of feed and what they've also done is created ads that are actually articles that are written by the old editors of the old writers but and it's relevant to an actual or reader but that's been sponsored by somebody one of them is um the ultimate NYC summer surf trip spawn survive Banana Republic and this is a little band that was that's placed on the bottom of every single article it shows everybody click to view and they can go through and see a full article and of course it's supported by been on our public that doesn't mean that but on our public is actually colored or shape what's written the articles written by the editors in the brand voice but it's co-created we've been on our public and on the top we've got here one place driving and YC and that was sponsored by Buick Encore and that was a really great way where the all were able to create an article that resonated with their audience that suited exactly what people would be interested in reading um it suited it was the type of article that the writers would probably pitch anyway because um you know the read is a very internist algin into looking at different types of music and just looking for good recommendations and it's also sponsored by Buick Encore so it's suit the brand as well in terms of Buick being a car brand and it's summer and they're looking for people in urban areas so they've done a really great job tying all about together another area I wanted to highlight which is also coming from this ad at the bottom of an all article is beyond the ultimate NYC summer surf trip where a user would actually go into that Banana Republic ad we've also got the related stories and this is something that is a very simple way for nearly any publisher or brand to get their content seen and to also make some affiliate advertising dollars on their site if they're publishing content and that's in the related stories and around the web the related stories are generally other articles from the website that can often reduce your bounce rate so that's something that I highly recommend as a digital marketing strategy and then around the web and that's articles from other content sites we can see here we've got Vice we've got cafe mom and it's recommended by that little face over there means that it's out brain and out brain is a Content seating network where you can actually take all of your content on your existing blog or an existing website and ask for that to be served across similar sites and that's one of the simplest forms of native advertising and very effective and very cost effective this is from entrepreneur calm entrepreneur calm sorry I have an accent I know I sound funny and these are some articles as you can see they've got on their home page I've just taken this little snapshot from within the home page but they've got all of their articles everything looks the same and then suddenly with a little bit of a different color background you can see a sponsor provided content you can also see presented by SAP who's one of their partners how our young entrepreneur pivoted a business failure to success so these were articles that were co-created with Entrepreneur Magazine some of them were provided by the sponsor some of them were co-created with the brand and the spot the brand and the publisher and it's just another way to create an article that would be relevant and interesting to an entrepreneurial reader but it's also branded and relevant to what the brand does GE they do an incredible job with creating content and telling stories and they've also done a little article if you hear 10 mind-blowing facts about modern-day flight so it's it suits the gee and also suits something that a user would be interested in so really I mean we can go on with examples for a while and if we have time at the end of this I've got another a few slides of examples so I'll try to move forward as quickly as I can because honestly the best way to come up with ideas like this is just seeing as many as possible and really trying to come up with something that's interesting and relevant to your brand which brings me to the final way of saying what makes an ad native we know that it's native to the user experience it looks the same as content on the site it's non-disruptive so it's within the stream of feed however what differentiates our from the rest of the feed is that it's paid and it has to be denoted as such in some of the examples that we saw we can see a little bit of a different color background we can see a big sponsored note we can see things that let a user know we know this is a good article we know that you like to read our site but we also want to be upfront with you and keep the trust and let you know that we were paid by our sponsor to create this content that doesn't mean that you know we're writing all about how wonderful our sponsor is you know without being genuine and honest that's really key here but we do want people to know that it's been paid for and that we are partnering with them you can still trust this as journalistic sauce though and that's key next point is that needs to be branded it has to somehow incorporate the brand whether it's visa talking about you know things that you must do some sort of life hack and bring that back to the fact that these eyes also a life hack in itself or whether it's something a little bit more fun like Ben & Jerry's telling everybody about New York's iconic food including food trucks and the Ben & Jerry's truck and the types of content really varies been talking about something from a blog post to an image slideshow of video a simple tweet or status update or a brand and image it could be long-form content it could be just one jiff it could be a type of visual mean that the variety is really endless but what's key is that it's something that people are consuming on the internet that's actual content it's not just an ad it's not just a nice billboard image it's something that's actually interesting and engaging and shareable so what are the elements of a native ad number one be helpful leave it be valuable be interesting give them some information they don't have that they need if you can't do that at least be exciting be fun be quirky be entertaining or crazy you have to give the readers something exciting and interesting that makes them want to engage with your ad think about if they would actually use it if they would actually share it so you know people don't share on Facebook or on any social networks things that interest them they share the things that make them look good they share something that people can tell by looking at their interests you know this person is someone that I value having in my social networks let's just say you know there's a lot of other research on social users that we can that you know we can look at so with this in mind we want to make sure that we're using really good quality images that were fitting up with the brand's tone and overall value proposition so you want to be sponsoring content that's relevant to your brand or creating your own content in that in that now and be really interesting engaging and visual finally we also want to make sure that we integrate with a full digital campaign so we want to be integrating that with a landing page so that what if you use it does click-through they come to a landing page relevant to the content it was created and relevant to the very proposition that we're putting forward in that post an email campaign to collect those emails and then nurture them through you know automated emails through any sort of pay-per-click campaigns through any sort of remarketing and a relevant product offering and that's where some of those Facebook examples that we saw earlier are really great where it actually shows people not just here as if here is our brand on Facebook but you know get 50% off if you sign up today some of those content ads do the same thing that Ben and Jerry's ad wasn't just saying here is Ben and Jerry's it was saying we have a new flavor called City chant and we're releasing that right now in New York City so it was really focused on trying to achieve something specific with the user and the most important thing of all did is just how to make sure to mark that as sponsored because that's where you can really create concerns with your readers when it's not denoted clearly enough so why use native ads now that we know what they are and how they can be used let's think about why it would actually be relevant to use for your business and the number one answer is user experience this is a great image that I found where people imagine if Pinterest had display ads on it if Pinterest said we need to monetize we're going to open up our sidebar and I had and on top to display ads this looks just like some of those sites that we might use you know that we kind of click on and run away within minutes because we have 17,000 pop-ups losing belly fat you know make $50,000 from home all these wonderful flashing ads that we like to see and that we never click on we know that banner ads are just losing interest by the day and that's because we are users and we prize the user experience we want it to be non-disruptive we want to look at content interests us that's targeted to us and that's why native ads are key they're really great at creating that non-disruptive user experience they focus on branding rather than a conversion so they really do follow that need that display ads have been traditionally targeting but we also need to know that display ads are being screened out by the more savvy customers billboards you know outdoor ads they're becoming less popular and now that we know that users are online and they're engaging online they're going through their Facebook feed and they're looking at it they're reading article sites like Forbes and Business Insider and they're paying attention to the articles they're reading so this is where a publisher sorry a brand has a chance to integrate with that publishers as well that's key for them as well so the old they want to create a more quality experience for their customers but they still want to drive revenue the reason for this was you know primarily because a lot of these sites needed to monetize they didn't want to do what we saw in that Pinterest slide where suddenly everything looks absolutely terrible but also create a way to monetize while giving value to the user and that's what's key in native advertising what native advertising native ads really do is they leverage customer attention they find a way that attract a user and then they engage them with that content they'll grab them with an attractive title with the use of the celebrity in the video with anything that makes a user say hey this isn't that different than the articles that I'm already reading in my feed it's something that interests me I want to know about big data when I read the Forbes website I want to know about entrepreneurship when I read entrepreneur con I want to know I want to just read something fun and interesting when I want BuzzFeed so that their attentions already there and now they're being engaged with content that actually uses the brand but brings the user together with them online and what a negative ads also do is they really can unite that paid earned and owned matrix in a way that's valuable to the user and valuable sub-brand so we know that owned media is the content that's created by the brand and see their existing channels that could be your Facebook page anything you post on that channel your tumblr your Twitter account your LinkedIn profile anything that's owned by the chip by the brand itself then of course you have the paid media which you use to promote that content so when you take a blog post and you see that throughout brain-o through tabouleh so that it's shown on another site you're paying for your own content and you're creating you know a paid ad out of your own media when you sponsor a Facebook post the same thing and when you sponsor a sorry a blog article that's essentially creating the same type of paid media using your owns content which might be your expert knowledge in the industry it might be some behind-the-scenes footage so McDonald's that are fantastic ad wasn't actually an ad they did a video in Canada showing how a McDonald's hamburger looks different for when it's being done in a photo shoot compared to in a real store and that was a video that was an owned YouTube channel by McDonald's they promoted that using paid media by putting that onto various sites and onto various social networks and with that they generated what's called earned media they generated use generated comments engagement tweets articles written about that and suddenly they had an even wider variety of media to choose from and that's really the goal with native advertising we also know that this is something that we need to be paying attention to as marketers and as business owners because things are changing in the industry people have been talking about it native advertising for a long time and the question that comes through as always is this relevant to me we know that there's been a few changes to Facebook's ad offerings recently they've said that Sponsored Stories are no longer going to be a part of everything naturally in an ad it's just going to be sort of built in so it's not going to be an option to choose anymore they're just gonna plug in that social component they know that that native ads are really key here Google's double-click for publishers are now supporting native ad products and BuzzFeed who as I call before the king of of native ads are already creating they've got a program on board with it they're piloting were there training agencies in the in creation of native of native content finally the IAB a creating has created a native advertising task force and the next step and one of the key concerns is that they will be moving on to start creating some ad standards so that people can actually share share a native piece of content through a variety of networks instead of just you know doing it as a direct media buyer and we can see I'm based on some data that's native ads suspend has been projected to move from two point three six billion in 2013 and just so you know last year it was one point six three billion to four point five seven billion by 2017 so doubling in only a few years and that's really key as something that we need to all be paying attention to as marketers the concern we have to make sure that we pay attention to as we move on is that it's all about user experience that also means it's also about user integrity and I bring in this example from the Atlantic because it's one of the key sort of counter points to anybody saying I don't believe in a word advertising and that's an article that was written in the Atlantic about Scientology and it was sponsored by Scientology and the article was all about some wonderful achievements about Scientology having a milestone year and it was written in the Atlantic and it was smart responsive content but the concern was that it wasn't marked enough there was a bit of a yellow box and that was about it now the Atlantic and publishing outlet it's really trusted people value them for what they can for they can bring to the table with quality journalism and their concern here was that this was immediately assumed to be a biased type of content how can this be rectified in future there's a few ways to do that part of that would be by generating it more clearly perhaps adding a little a couple lines at the top aside from spons economist saying this ad was created in partnership with our public with you know our partners at Scientology and it's and it's sort of explaining that from there and another way of doing that was it's to look for content that's less newsworthy and PR spin and something that's more of a behind-the-scenes use a friendly helpful life hack entertaining type of content so you know five things you didn't know about Scientology rather than presenting some interesting news as if it's something that the Atlantic has picked up by themselves some other concerns just so that we are we're all aware is scalability so right now it's it's not always easy to publish a variety on a variety of platforms because simply by the term native we understand that a native ad means it has to look the same as the platform it's being published on so it's not always easy to sort of create one piece of content and have that seated through a variety of ways so managing a large-scale campaign can be quite difficult without dealing through individual networks there are some networks out there share through was a great example share through have done some really incredible things with native ads and they're a platform that can be used to see that video mitzvahs TiVo does it as well there's a variety of platforms out there that can help you to an extent but that's really the key focus for any publishers out there and for any ad service notes out there is to find a way to make it truly scalable and doable across all types of businesses and accounts the other thing that's key is timeliness and creativity and when you're working with a big brand where you have a lot of content creators maybe you have a lot of people who need to make give you approvals higher up you can serve as miss out on being timely with mean so BuzzFeed you know it's a great example they're always posting content that might be relevant at the time and if you're a big brand you might not have the time to create something was such a fast turnaround creating something you know when there were Oh baby was born yesterday there were a variety of brands who put some content up never not everybody had the time to create that while it was still trending on Twitter and while it was still a matter a topic on all the blogs and on Facebook being creative is also really key so not every brand or agency has that capability in creating content not every you know business owner I can sit there and start going through looking for quality images and creating some really fun high-quality interesting content what a business does have that I really like to encourage with the people that we partner with here at blue fountain media is you have the insights on your business and you have a bit of more knowledge about your your users and your customers and what you can do really well is finding those interesting things that people don't know about that they might be interested in reading about in in a native ad so so behind-the-scenes gossip some information about what really works for your brand some secrets or the stats those are all the really beneficial creative elements that can be used in native ad finally another area of concern is the risk of over saturation which applies with everything as we move on a digital marketing we never know what's going to happen a facebook sponsored story is beginning to be screened out the click-through rate say that they aren't but individual users say that they are being to screen that out so it's always something that as marketers we need to pay attention to and finally we want to know will the users actually pay attention to them and will they convert are they prepared to take to put their money where their mouth is they're seeing the ad it interests them it engages them they might be sharing it but if somebody who reads a Ben & Jerry's article going to actually go and purchase a Ben & Jerry's ice cream in their Austin in break it's also very exciting so here's the answers or at least some counterpunching to that which is that we know that native that it's a really something that we should be looking at because people aren't always watching TV anymore they don't look in the phone book when they want to find something people really are using the Internet we you know this but they use mean cent more and more they might not see a billboard but they will go on to their favorite website and see some articles on there and see the ads over there we know that banner ads don't want people screening them out more and more so with that in mind what is a way that we can attract all those people who are on the internet but not clicking banner ads what about those people who are on the Internet using a mobile device those people who might be watching TV fast forwarding the ads on their TiVo but during that time looking on their iPhone or on their galaxy or on a tablet and looking at other information online this segment is increasing everyday and we have a great opportunity to attract these users with content it's mobile friendly and that can actually be seen on a mobile device more than a banner ad and that's exactly where native advertising comes in native advertising really does give more value for both the customer and the brand because it's less interruptive to the customer and for a brand it's more engaging abstract so hopefully if it when done right it really is a win-win how is it implemented and I know this is probably a question a few of you have I'm gonna try and get through the rest of this really quickly so we have some time for questions the pricing really does vary and this is something that if you know if you're interested in working with us we could talk to your account manager and your marketing manager here at blue fountain media we can help you with some pricing options but the BuzzFeed campaigns are quite highly priced you would start at about 100k and the ads are sold in story units so it's really important to you know just bear this in mind and understand that not every not every business is capable of putting their money where BuzzFeed and where these are doing it but there are other ways that you can purchase a direct ad buy with specific blogs or where you can actually use a network so to share through on a TiVo to buy some some you know display units for your video or your article another excellent platform I wanted to recommend is out brain or tabouleh these are self service platforms that are very competitively priced and enable you to share your content with you you might also like as you can see this example is from Time magazine and I showed you an example earlier from the Mashable doing this as well this is being done by nearly every blog just plug this thing it's a great way to give people something else valuable and show them other content that's relevant will this work for my brand so here see some of the checklists that we can pay attention to are you already creating content if you already have a blog if you already have a Facebook page if you're already running it for their account these is ways that you're already creating content on a daily basis whether you're taking a picture of behind the scenes in your office and posting that whether you're showing people how you how you cook your food in your restaurant or if you're showing people as a lawyer if you're giving them tips and information about that can actually help them even if it's even if they're not sign of your services if you're already creating content then you're very well-placed to be able to the next element which is paying for it are you already promoting your business with paid ads for example using Google Adwords or any other form of search engine marketing are you promoting your listings in newspapers something like Yelp or any industry website so if you are a haunted house and you have a variety and you want to be listed on a network that shows all the haunted houses in the United States then you're already participating to an extent native advertising and of course any other type of display advertising or remarketing if you're already creating content and promoting with paid ads you're really moving ready to move to the next level and that's promoting your content and paying for it which would be Facebook sponsored stories and twitter promoted accounts moving to the next level is the native ad native ads are a display ad that's made to the user experience and therefore it's more likely to capture that user attention how can I use it in my business so the first step would be creating branded shareable and clickable content and has the ability to serve as an ad unit the focus is less on making something we always want everything to be search engine friendly but the focus shifts from being friendly to search engines being friendly to uses we want the content to be crawlable suddenly but we also want the content to be shareable and clickable we wanted to have an engaging and interesting title we want to have beautiful imagery we want it to be useful and entertaining and helpful and we want it to it can take a form of any of the following we've got videos brands and imagery they could just be a photograph with number one or number two some steps that can help a user some hacks you know Oreo do this really well in starbucks Frappuccino where they kind of have a take that you know take your cookie and do it this way or kraft mac and cheese they do some great jobs on this where it's just one image but it's brands and it almost works as an ad but also provides some value and use to the user how to's and light a Carta khals are a great example of this blog post slideshows videos images they really all different types of content that can be created that can also serve as an ad unit and then the next step for you will be to shift your ads then to promote the content rather than the ads across channels that includes Facebook Twitter Tumblr any other social networks stumble upon is another network where you can promote your content use the contents just in plugin such as our pre no tabula to get your content your blog articles seen on other blogs that are relevant and finally searching for relevant websites to your target audiences who accept sponsored posts so we've got the all Network BuzzFeed and thought catalog but operating on a smaller scale there are other websites the cafe mam web network the PopSugar network and even a specific website that maybe in the travel industry where you've already highlighted five to ten key blogs that have a great audience where you can actually buy a direct native ad from them native advertising is really a fusion of all digital marketing so we have an ascent of content marketing we're creating an own piece that's terrible and clickable and we're then going to integrate it with the rest of your digital campaign there's social media we're going to amplify the piece and gaana earned media through this social channels is paid advertising by amplifying it through paid networks whether it's sponsoring on Facebook or Twitter there's email marketing which is how we actually collect those leads and nurture them and convert them and conversion or mobilization so having that landing page strategy in place so that once you've created you know native add you can actually bring users through the funnel get somebody to click through come onto your landing page and work that in tandem with the rest of your you'll pay your appetite your sorry your digital marketing strategy so we really see content marketing and native advertising is something that's key that can work across all areas it's not something that's you know different from SEO or different from pay-per-click it's something that works together with all the other elements of digital marketing so that brings me to the end I've still got some bonus slides if we have time with some more examples but I'm from here on I'll just be taking any of your questions sorry I think um we might be having some technical difficulties i'll move through to start I'll go through the bonus slides and then at that time we'll hopefully try and get some of those questions answered for you as well so just taking you through some of the examples I've got one over here from BuzzFeed as well and this is a great example of really integrating that brand so Pillsbury have their own channel on BuzzFeed with ten food sculptures that are too incredible to eat so they're really keeping in with that Pillsbury example but they've also shown something that's really interesting and useful means that something that people love to share which is food sculptures this response is posted on the on the ole which is is Madrid the most photogenic city in the world it was also created by you know visit Madrid but it also incorporates some excellent photography and really interesting content that can interest a user from from the actual um you know who actually would be visiting at all so I think that um the questions have come through so I'm just going to take them through okay so the first question I have here is are there any other ad tech companies playing in the native space there's definitely quite there's quite a variety of them I can go through go through a list of some of the main ones that you may have heard of in this hero and share through I talked about some of the actual content networks BuzzFeed the all cracked thought catalog devour which are a video sharing site federated media are an ad service on the site that are doing it quite well Mashable I believe have have launched their own platform forbes have something called ad voice that i took you through then there's some actual ad networks so there's ad blade use native x value RL vir URL as you like ads native one spot empowered I mean that Louis is pretty ongoing but basically what's key to know about ad tech companies is you're basically working with two types you've got the clothes and you've got the open so the closed ones might be something like Facebook and Twitter where you know the the the the ad has to take a specific type it's it's only within Facebook and Twitter you can take people you can create a Facebook post but that's it and you know BuzzFeed will be the same it's it's a BuzzFeed article and then there's the open networks where you can actually feed one piece of content through a variety of places and that's something like Disqus to pull out brain should share through Anna TiVo where they're actually taking a piece of content and sharing it in multiple places so in terms of cost it really does vary and that's where I would recommend you to you know if it's something that you were interested in you can talk to your account director and marketing manager here at with anton media because the cost per click there is really widely I showed you that example from BuzzFeed where you know with BuzzFeed you're looking at 100 grand for 5 to 10 posts but when you're seeding it through another network you might have look at a CPM of maybe about ten dollars so it's a lot higher you know that then the standard sort of cost per click but it's also a lot more targeted you might be looking on on some big websites you might be paying you know ten to fifteen thousand dollars for your pose to be fixed on a home page but you can also be paying you know on a per click basis it could be it could be a lot less than that you know you could be looking in in the dollar amounts on a sort of more targeted smaller network so it's really something that was very customized to the specific brand it's not something that can can sort of easily just be given as a general overall you know you should spend two hundred thousand dollars versus you spend five thousand dollars and I really would recommend starting with something like Outbrain notable because you can start on something as low as a few thousand dollars a month and that's a great way to start seating at your seating at your content um the next question okay this is a really good question and I'm glad this was brought up do users prefer to click on known sponsored listings and the people look down on companies that have to pay for placement that's definitely a concern and it's probably the biggest concern playing in the space along with the fact the scalability so I would definitely say that you know we've got those two sort of areas that are being worked on the scalability is something that you know the different display networks are working on now I talked a little bit about you know a TiVo and ATX but in terms of user trust that's key and that has a lot to do with the brand itself and how the contents presented a sponsored listing on Yelp or Foursquare and has a lot more potential because it often means that it works the same as as a pay-per-click search result it often gives credibility and helps with branding for that act so that for that for that business so so a user might say hey you know I'm being recommended lawyers in New York City and this guy's coming up but he also looks quite legit because I can see here that he has a lot of Yelp reviews he's got a great yelp description it hasn't all been it hasn't all been you know manufactured that's genuine and it's just being put in my face the same thing with the Foursquare listings those are actually tailored to a person and their interests so I was being shown 7-eleven because I've checked in 7-eleven before there's a 7-eleven nearby that has something that they're offering me so as long as it's valuable it's really key that I'm that it's actually creating value now that's a sponsored listing and it also is a matter of user savvy what we have to remember is that sometimes as marketers and business people we tend to focus on what we see as marketers and that's we notice paid sponsors sponsored ads we notice straightaway when something is a paid search result but the variety of users actually don't notice that you know from a reliability standpoint we do need to indicate that it's sponsored but from a user standpoint we're actually giving them a non-disruptive experience and quite often they're happy to click on that sponsored link when it comes to actual sponsored content I think it goes back to what I showed what I mentioned about the Atlantic in that you know the Atlantic article that was a real mistake on behalf of the Atlantic in Scientology because the Atlantic are known for quality journalism they're known as somebody who creates a well researched well for an article and wouldn't appear that they were just promoting a PR piece it made them look really terrible and that's where the content needs to be something that's relevant and useful and that doesn't appear to be a spin piece and I think what BuzzFeed does is really great because BuzzFeed creates articles that are but beneficial overall they're actually just quite interesting that example I'm showing you from Pillsbury and I'll show you a couple more you know are these food this food sculptors too incredible to eat they've incorporated some Pillsbury creations in here but they really are interesting they're not saying Pillsbury is the best everybody make foods help us with Pillsbury they're saying here are some fun things and you know fifteen delicious things you can stuff into a crescent roll the fifteen greatest snack games on the internet twelve vicious game day recipes even you can make so they're giving people valuable content that's not just promoting the brand and Purina have done that as well some other examples on how to treat your cat with temptations cat treats sorry that's not Purina Purina have a different Channel I apologize for that so when you're actually running some it's useful that actually anything that does demean your brand and finally I want one of the last questions I have here is what are the most practical forms of negative ads for smaller companies like a restaurant and I bring that back to sponsored listings and also to promoted content so if you're a restaurant and you have and you already have a blog where you might be writing a super interesting content about you know how you make your signature dish or celebrity chef you know anything or you know some guest familiars that you've had come into your restaurant this is content that isn't just interesting to you know people who already know about your website who are already visiting you know who know about your story who are already visiting your blog but it could be also beneficial to somebody who's reading a cooking or a chef website and they suddenly want to read about a celebrity chef and that's where what I showed you before in terms of Disqus Outbrain tabouleh there's self service platforms that enable you to take a article a slide show a video and actually have that come up on those suggested you might also like buttons and that's a great way that you could spend you know as little as $1,000 a month even and really have your content come up in other people's feeds and the people that you're getting you're automatically more valuable they may not be somebody who is immediately looking to go to a restaurant this doesn't work this anyways paid search does they're not suddenly saying I want to find a restaurant in New York City clicking through making a reservation and coming to your restaurant but there's someone with an interest in celebrity chefs there's someone with an interest in gourmet food and dining um when they're reading a food blog and then they're taken to your website and they get to read about the fantastic dishes you have they might bookmark that they might add that to their to-do list of things that they want to check out in the city and suddenly you have somebody who's already a more invested user because they have those interests you're getting somebody's extremely targeted another thing to pay attention to is the responsive listings so you know we talked about Facebook we talked about Twitter and Yelp and Foursquare some other great ways to start to get started straight away our native ads and finally if you do have you know a bit more time or budget I think video is a great place to go video contents really super engaging and it's something that can be created in-house because it's really great to give users that added glimpse into what goes on behind the scenes how does your business really work it could be an expert from your from your company you know it could be your chef in 60 seconds showing how he plates a dessert it could be you know a two-minute whoo look at how we how we get ready for dinner service it could be you know a weekly update about a new dish of the restaurant all of these different things are something that you can create in-house and see it across the content network using something let's share through and the final question I have here and we're just out of time so that's perfect ISM do we have an ROI formula for native ads and this is something that the jury is still out on and that I wanted to talk about as one of the concerns that we're still working on you know within the industry that's key so we know that scalability is key and the same as with social media it's really evolving in terms of the ROI formula one way that we can track native ads and and see you know where the ROI is coming from really comes from creating that fully integrated digital campaign along with it so by creating a post you know on a website if I've got some more examples sorry you know we can at the cost-per-click we can look at the cost per impression we can look at how many people have clicked through and then we can we can connect that to conversions what we also have to remember that sometimes we get somebody who looks at the temptations web site temptations article on BuzzFeed likes intentions on Facebook and then down the track purchases from temptations and that's not attributed to that original native ad and that's where creating that full-scale digital campaign is really important it's important to supplement this with a social campaign it's important supplemented with paid ads it's important to supplement it with a good and important funnel so collecting email signups collecting collecting Facebook Likes and then converting them through an ad or an offer or a landing page at a later date nurturing them with email it's really important to integrate this across everything and through that be able to start measuring some ROI and like I said you know what's exciting about this is that its brand new it's really something that not every brand is taking advantage of not every publisher is taking advantage of and there's some great opportunities here while the industry is still young so all this could change in six months all of this could change in three months all of this could change in a year but it's really great to be at the forefront of something new and exciting and to keep your brand there so with that in mind I'd like to say thank you to everybody for participating today thanks for those questions they were really interesting for more helpful resources you can check out our blog at bf the blue fountain media blog the ROI factor it can be found at blue fountain media comm forward slash blog and we also have some great white papers about web design and online marketing there'll be a blog post about native ads as well coming up soon so you can keep an eye out for that we'll have some more examples on there and it address a bit more about how you can actually see that filled business and we invite you to come back and join us next month we'll be having a webinar about Google Adwords and the long awaited launch of Edward enhance AdWords campaigns and we'll have some tips for adapting to that on Wednesday August 28th so on that note thank you all for joining us today and I hope this was helpful if you have any more questions um you can always put them through on twitter the hashtag is BFM webinar and we'll be answering those as well for the rest of the day today thank you

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3 thoughts on “An Introduction to Native Advertising”

  • 2:27 I love how there's a distinction made between 'Quality Content' and 'Paid Adverstising'. Thus, the logical conclusion is that 'Paid Advertising' his not quality content whatsoever! Ya know, you could just use the Edward Bernays tricks of the propaganda trade to aid insidious marketing campaigns, like the use of his famous 'Torches of Freedom'.

    Marketing is not about helping people make informed decisions, but rather irrational ones. Native advertising is the next reprehensible step in brainwashing people to buy junk that's no good for their health, or they don't need.

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