Native Advertising: Latest Ad Fad, or the Future of Publishing? #SMTLive
Native Advertising: Latest Ad Fad, or the Future of Publishing?
Sep 14, 2014
Native advertising is one of online publishing's favorite products this year - it's been billed as more effective than traditional online advertising because it deliberately matches the user experience into which it's placed, whereas traditional ads that "pop" out of the content are often easily tuned out. Do the results bear that out?
From sponsored tweets and promoted stories to the more subtle sponsored posts of BuzzFeed and now even the Washington Post, native ads are designed to fit the form and function of a publisher's page so that they are less interruptive. How effective are they? And if they truly are a publisher's best monetization tool, how can you package and sell a valuable native advertising product?
From sponsored tweets and promoted stories to the more subtle sponsored posts of BuzzFeed and now even the Washington Post, native ads are designed to fit the form and function of a publisher's page so that they are less interruptive. How effective are they? And if they truly are a publisher's best monetization tool, how can you package and sell a valuable native advertising product?
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Native Advertising: Latest Ad Fad, or the Future of Publishing?
#SMTLive
157,345
Submit your questions in the GotoWebinarPresentation window
Follow along and
share your thoughts
on Twitter at
#SMTlive
Join the Conversation…
#SMTLive
#SMTLive
Our SpeakersDan Greenberg is the founder and CEO of Sharethrough, an SF-based software company that powers in-feed, native ads for premium publishers like Time Inc, Hearst, People and brand marketers like Pepsi and P&G. Named to the 2012 Forbes "30 under 30" list and a regular contributor to TechCrunch & AdAge, Dan comes from a research background at Stanford in persuasive technology. @dgreenberg
Jack Krawczyk is the Director of Product Management at Pandora, where he is focused on leading the product technology team that is responsible for delivering advertising solutions. Prior to joining Pandora, Jack was the Head of Monetization at StumbleUpon, where he was responsible for the product management of advertising and partnership solutions. @JackK
Tessa Gould is The Huffington Post Media Group's Director of Native Ad Product, managing all aspects of The HuffPost's native offering, including product strategy & development, as well as the in-house brand creativeagency she pioneered, HuffPost Partner Studio, which is a team of talented writers, editors, designers and strategists dedicated to helping brands create quality branded content on The Huffington Post. @TessaG_Tweets
Lauren Drell is the Branded Content Editor at Mashable, where she manages advertiser-supported content campaigns and writes and edits custom content. Lauren holds a B.A. from the University of Pennsylvania and an M.S.J. from Northwestern University’s Medill School of Journalism. @drelly
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. @PaulDunay
The Story Behind Native
AdvertisingJack Krawczyk @jackk
November 14, 2013
11
Native
Advertising:Paying for the right to become part of the
primary user experience.
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Reach of #1 TV Show in US vs Total # of TV Stations
% reach # of commercial TV stations
% r
each
# o
f com
merc
ial TV
sta
tions
Source: Nielsen, TVB
ContentProducer
Studio Network
Brand
AudienceAudience fragmentation leaves content producers earning less…
…and brands paying more to reach their target audience.
14
Pandora -> Audio [stations]
Twitter -> TweetsFacebook -> PostsPinterest -> PinsYouTube -> Videos [channels]Publishers -> Articles
NATIVE ADVERTISINGSOCIALMEDIA TODAY
WEBINAR
FOOD FOR THOUGHT: RAISING AWARENESS ABOUT FOOD
21
2.6MPAGE VIEWS
540KUNIQUE VISITORS
1.1MSOCIAL ACTIONS
43%INTERACTION RATE
IN THE 3 WEEKS SINCE LAUNCH….
22
IT’S TIME FOR A NEW CONVERSATION ABOUT FOOD
“…this isn't about Chipotle vs. McDonald's. Instead, it's an indication that people are more aware than ever of the impact that food has on
people, animals and the environment…. sharing Chipotle's vision and making people curious
goes only so far. The next step is feeding that curiosity with information”
Mark Crumpacker, Chipotle CMO
7.8KPAGE VIEWS
4.1KSOCIAL ACTIONS
72%PAGE VIEWS FROM SOCIAL & SEARCH
52%INTERACTION RATE
INFOGRAPHIC: WHAT GMO LABELING MEANS TO YOU
23
3.1KSOCIAL ACTIONS
278COMMENTS
Mashable helps brands become a premium content creators and optimizes distribution across digital platforms.
We tell stories that resonate with the Connected Generation.
Q: What kind of content can my brand use to engage consumers?A: Interesting and sharable content.
- Utility (tips, tricks, lifehacks)- Longform (#longreads)- Podcasts- Infographics- Short-Form Video- Documentary Video- Spotify Playlists- Vine + Instagram- Social Media Contests
We understand what content resonates most with our audience. The content we produce for partners is native to Mashable’s editorial flow and voice, and aligns brand messages directly with our community.
Custom content is written by our editorial team and upholds the highest standards of journalistic integrity.
Custom Content / Why It Works
Mashable BrandLab
Mashable’s Branded Content is created by the editorial team and native to the site’s editorial flow.
1. Develop- Sharable, compelling content- Brand alignment- Target audience- Text, video, longform, podcasts,
infographics, community challenges
2. Distribute- Share to relevant social platforms- Engage in conversation
3. Analyze- Brand lift- Intent to purchase
Success Metrics:- 1.5x time spent- 2.5x shares- 4x PVs- 2x CTR- 305% brand lift
Distribution Is Essential
Your content strategy means nothingIf people don’t see it!
Branded Content Success Stories
157,345
Submit your questions in the GotoWebinarPresentation window
Follow along and
share your thoughts
on Twitter at
#SMTlive
Join the Conversation…
#SMTLive
#SMTLive
Our SpeakersDan Greenberg is the founder and CEO of Sharethrough, an SF-based software company that powers in-feed, native ads for premium publishers like Time Inc, Hearst, People and brand marketers like Pepsi and P&G. Named to the 2012 Forbes "30 under 30" list and a regular contributor to TechCrunch & AdAge, Dan comes from a research background at Stanford in persuasive technology. @dgreenberg
Jack Krawczyk is the Director of Product Management at Pandora, where he is focused on leading the product technology team that is responsible for delivering advertising solutions. Prior to joining Pandora, Jack was the Head of Monetization at StumbleUpon, where he was responsible for the product management of advertising and partnership solutions. @JackK
Tessa Gould is The Huffington Post Media Group's Director of Native Ad Product, managing all aspects of The HuffPost's native offering, including product strategy & development, as well as the in-house brand creativeagency she pioneered, HuffPost Partner Studio, which is a team of talented writers, editors, designers and strategists dedicated to helping brands create quality branded content on The Huffington Post. @TessaG_Tweets
Lauren Drell is the Branded Content Editor at Mashable, where she manages advertiser-supported content campaigns and writes and edits custom content. Lauren holds a B.A. from the University of Pennsylvania and an M.S.J. from Northwestern University’s Medill School of Journalism. @drelly
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. @PaulDunay
Join us next week for…
11/19 Socially Driven Collaboration: How Social Business is Changing The Roles of Marketing and IThttp://socialmediatoday.com/social-business-research-study-2013-
webinar
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