Native Advertising: 4A's and 23 Stories

23 STORIES X CONDÉ NAST | 4A’S | PAGE

AGENDA

• What is Native Advertising, and why does it

exist?

• How do we define what is and isn’t native?

• Types of Native Advertising

• How do we know if it’s working?

• What role does programmatic play?

• What’s to expect in the future?

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WHAT IS NATIVE?It’s talked about a lot, so what is it?

23 STORIES X CONDÉ NAST | 4A’S | PAGE 4

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GROWTH

0

2.5

5

7.5

10

2013 2018

US NATIVE AD SPENDING, 2013 & 2018*

2013

1.3b

2018

9.4b

*Source: Mintel as cited in press release; eMarketer calculations, Aug 5, 2014


MA

RK

ET

ER

6

CO

NS

UM

ER

23 STORIES X CONDÉ NAST | 4A’S


YOU ARE MORE LIKELY TO CLIMB EVEREST

…THAN CLICK A BANNER


0

275

550

825

1100

Brand Ad Co-Brand

1,041

339.4

128.4107.8

Brand Audience Publisher Audience

8

SO WHY NATIVE?

3x

8x

Study Sample: 10 social posts, 5 advertisers Time Period: 10/14 - 1/15, Facebook. Source: Shareablee






HOW DO WE DEFINE NATIVE?

Native is a broadly defined term? How do we balance breadth in offerings with marketplace standards?



“A FORM OF CONJOINT MEDIA THAT HAS

BOTH THE ELEMENTS OF PAID MEDIA AS

WELL AS OWNED CONTENT THAT IS

TRANSFORMED INTO A COMMERCIAL

MESSAGE TO A SPECIFIC PLATFORM”

- Socintel360

AKA….

A MESSAGE FROM A BRAND THAT YOU

WANT TO READ, NOT THAT YOU HAVE TO

READ, PRESENTED IN A WAY THAT’S

NATIVE TO THE PLATFORM IT’S

CONSUMED.

15

WHAT ISNATIVE

ADVERTISING


TYPES OF NATIVE

Native is broadly defined. How does the industry define it?

How are publishers creating their own standards?


PAID-SEARCH UNITS

IN-FEED UNITS

RECOMMENDATION WIDGETS

PROMOTED LISTINGS

IN-AD (IAB STANDARD) WITH NATIVE ELEMENTS

CUSTOM

FORBES YAHOO! FACEBOOK TWITTER

YAHOO! GOOGLE BING ASK

OUTBRAIN TABOOLA DISQUIS GRAVITY

ETSY AMAZON FOURSQUARE GOOGLE

APPSSAVVY EA ONE SPOT FEDERATED

CONDE NAST FLIPBOARD TUMBLR PANDORA

MARTINI MEDIA

SPOTIFY

THE CORE 6

23 STORIES X CONDÉ NAST

IN FEED



PAID SEARCH



RECOMMENDATION



PROMOTED LISTINGS



IN-IAB



CUSTOM

BRAND SUPPLIED AD

CONDÉ NAST EDIT CONTENT ONLY

BRAND SUPPLIED AD

Editorial content, presented with “Brought to you by Brand X” slug.

No brand or product integration.

SPONSORED EDIT

Brand XLOGO

Brand X

BRAND AD

BRAND AD

BROUGHT TO YOU BY


BRAND SUPPLIED AD

BRAND APPROVED ARTICLE

BRAND SUPPLIED AD

CUSTOMTier 2 content reflects advertiser messaging about the editorial platform.

Audiences will find this strategically targeted content engaging and get a sense of the advertiser empowering the story through branding (logos) and language.

BRANDED CONTENT

Brand X

Brand X

LOGO

BRAND AD

BRAND AD

PRODUCED FOR WITH


BRAND SUPPLIED AD

BRAND APPROVED ARTICLE WITH PRODUCT INTEGRATION

BRAND SUPPLIED AD

CUSTOMContent produced by 23S on behalf off Client that mirrors Tier 2 but also directly integrates the advertiser or products into the story.

PRODUCT INTEGRATIONBrand X

Brand XLOGO

BRAND AD

BRAND AD

PRODUCED FOR WITH


I.C.E.IMMERSIVE CONTENT

EXPERIENCEWHAT:Brands who want to go beyond the standard native article or video, and create a more immersive destination to engage with the brand. Lives at the intersection of content and technology.

WHO:

• Conde Nast • WSJ • NY Times • Quartz


IS IT WORKING?How do we know if Native advertising is working?


WHY ARE WE DOING IT?Web Traffic

Social Media

Time Spent

Direct Sales

Qualitative

SEO

0% 14% 28% 42% 56% 70%


WHY AREN’T WE DOING IT?Lack of Time

Engagement

Lack of Budget

Volume

Innability to Measure

Variety

Lack of Knowledge

0% 12% 24% 36% 48% 60%


THE PARADOX“We’re creating customized experiences. What makes these opportunities unique and valuable is often what precludes you from scaling them. We approach these partnerships slightly differently—I want to know what the publication is uniquely positioned to deliver. Sometimes it’s the audience, the technical capabilities, the distribution and sometimes it’s the behavior of the audience (how social they are). It’s a little difficult to scale in native right now.” —Amanda Rubin, Goldman Sachs

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“What makes these opportunities unique and valuable is often what precludes you from scaling them.”


*

LOW INTEGRATION

HIGH SCALE

THE NATIVEPARADOX

TABOOLA

YAHOO!

OUTBRAIN TIME INC

HIGH INTEGRATION

FORBES

WSJ

VOGUE

ATLANTIC

WIRED

VOX

NAME

NAME

KEY*

Publisher Websites (representing specific titles/domains)

23S

NY TIMES

BUZZFEED

Networks(representing a collection of titles or a platform)


DO IT…AND DO IT WELL

How to follow some industry best practices on how to create content worthy of a publisher’s home page


• CREATE YOUR CONTENT COMPETITIVE SETThis may not be your traditional competitive set, the

brands you’re trying to steal share from, or customers

from.

• THINK ABOUT ATTENTION, NOT TRANSACTIONWho is your desired “audience” spending time with?

33

1. PERSPECTIVE

REDEFINING YOUR COMPETITIVE SET


THINK LIKE A READER, NOT A BRAND

34

2. BE A READER

• CREATE CONTENT FOR AN AUDIENCE, NOT FOR YOUR BRANDWhen your or your partner are creating branded

content, think about whether this is interesting to earn

attention, not to sell a product.

• THE SOCIAL TESTWould you share it? Would your friends, family?


WHAT’S YOUR POINT OF VIEW

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3. POV

• ARE YOU STATING A FACT, OR BUILDING A POV?Content that earns attention, and creates social value

has a point of view, it stands for something the reader

can relate to.

• ARE YOU BUILDING A BRAND PERSONALITY?Leading content brands need to establish both a POV

and a voice, tone and personality for the brand. ALL

brand communications should ladder up to that.


IF YOU BUILD IT, THEY MAY NOT COME

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4. AMPLIFY

• ARE YOU BUILDING A AUDIENCE FOR YOUR CONTENT?There is far too much noise today to create a piece of

content without a plan to build an audience.

- Is your partner(s) syndicating content across their

network?

- Are you using paid and earned social?

- Search (paid and SEO)


MEASURE, IMPROVE, REPEAT

37

5. MEASURE

• DO YOU KNOW WHAT YOUR KPIs ARE?If you don’t know what you expect your content to do,

how can it possible succeed?

- Rigorously define KPIs (in order of importance)

- Make sure your measurement plan gives you (as-

close-to) real time insights as possible

- Make sure you (and your team) are built to respond


ROLE OF PROGRAMMATIC

With an ever evolving automation marketplace, making media buying and selling more

efficient and scalable, will the application of programmatic kill Native, or help it thrive?


NATIVE

• Wide debate among the publisher, ad tech and agency

community around whether or not Native should be a

programmatic offering.

• Pro’s and Con’s to both sides of debate (can it live as

both?

• In the end, is it about what the advertiser is trying to

achieve? Are there implications to the value of a native

ad?

IN PROGRAMMATIC

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THE BARBELL

PROGRAMMATIC

PROSAbility to quickly scale media programs by matching data with inventory. Efficiency.

WHAT IT’S GOOD FOR

Scale media buys with creative that applies broadly to a segment

BESPOKE

PROSHighly custom creative and media placements that have high impact. Creativity.

WHAT IT’S GOOD FOR

Creative/Media that has a significant impact on a specific audience

TRIPLE LIFT

CONDE NAST

OUTBRAINTABOOLA NY

TIMESR29


WHAT’S COMING?So we know why we’re doing it,

and why it works, but what’s next?


4 THINGS TO WATCH FOR

1. Measurement Models EvolveLook for more view and engagement based models, shifting

towards an attention economy.

2. Clients Open ShopClients are restructuring PR and Marketing to be always on.

3. Death of the Campaign Planning cycles need to die. Agencies, publishers and clients

need to figure out how they do business in an always on world.

4. If You’re Not Learning, You’re LosingThe goal shouldn’t be to product a winning piece of content

every time, but learn, and iterate.

IN NATIVE ADVERTISING

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CONTACT: PAT CONNOLLY

[email protected] @CONNOLLYPAT

mailto:[email protected]