State of Native Advertising in Sweden by @PStaunstrup

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State of native advertising in Sweden

2015-05-20 PONTUS STAUNSTRUP

Here are the slides from my presentation at Kreativ & Kommunikation in Copenhagen on May 20. I’ve added these boxes with explanatory text. Enjoy!

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Who am I?

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•  Strategist – digital/content/social media/native •  Digital content strategy/social media PostNord Group











What is native advertising?

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[Native advertising refers to] paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong

Paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong.

”

” Source: http://www.iab.net/media/file/IAB-Native-Advertising-Playbook2.pdf











My take

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[Native advertising refers to] paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong

•  Not just fit on the platform in a visual sense – Also have the same quality as editorial content

•  It’s paid, and that must be

transparent, yet the audience should feel that it ads real value











A broad concept

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•  In-feed units •  Paid search •  Recommendation widgets •  Promoted listings

I will focus on native ads on news media platforms











Loved by brands and media outlets

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Media outlets: •  Decline in interest/traffic •  ”Nobody” wants to pay for news •  Traditional ad revenue diminishing

Brands: •  Need to break through increasing noice •  Traditional paid media less efficient •  Access to large audience











Ethical debate

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•  Tricks the visitor (primarily lack of clear markings)

•  Threatens integrity of newsroom •  Erodes confidence in media outlets

I’ve tried to summarize some of the key arguments from those that don’t think native advertsing is a good idea











Often used example

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Critics: Looks like editorial content My point: Didn’t the problem begin a lot earlier?

In Sweden this example has been used a lot, I guess because there is a lack of local equivalents











Win-win-win

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Media outlets: •  Revenue •  Develop new business models •  Opportunity to try new things

Brands: •  Audience •  Opportunity to share stories •  Drive traffic to own sites

Users: •  Continued access to outlets •  Access to interesting stories •  Easy access to relevant content

The way I see it native advertising, if done well, can be beneficial to users, media and brands alike











Clear markings are key

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Source: http://digiday.com/publishers/5-charts-show-problem-native-ad-disclosure/











How our ads are marked

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Our native content is very clearly marked, both on desktop and mobile











Non-CMS native

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Some of the native ads are done outside the CMS, which creates the challenge that you have to pull the user off the platform











Omni + SEB

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An example of successful native in Sweden. SEB (bank) on Omni (mobile first news aggregator)











Omni + SEB

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Only when you’ve read the full story, or a large part of it are you invited to exit to their own site or sign up for a newsletter











SvD + Canon

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Another example I really like is Canon on the SvD platform. Good integration and nice use of film











DN + Eon

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A lot of native ads, so far, has focused only on own expertise and hands-on tips, like this from Eon (energy) on DN











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PostNord Sweden: Native advertising on di.se (Dagens Industri - leading financial daily)











Why Dagens industri?

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•  Clear presence of our target audience: B2B managers and influencers

•  More than 1 million unique visitors/day •  Good reputation – Great newsroom











Purpose

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•  Increase awareness about brand and offerings

•  Show expertise in relevant areas: E-commerce, Logistics, Communication services

•  Drive traffic to our own websites











Set-up

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•  Internal content team and content agency •  PN: topics, messaging, expertise, analysis •  Agency: editors/content producers and

topical knowledge •  Editors/reporters working in newsroom •  Content fully integrated into CMS •  Very close cooperation on everyday basis











Process

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•  Weekly meetings: ideation, analysis, breakdown of stats etc

•  Daily contact between editors and content team: tweaking headlines, images etc, looking at traffic

•  Daily follow up with stats: on site and links to our websites, reception in social channels etc











Types of content

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•  Focused interviews with our customers, talking about relevant topics

•  Tips and tricks, advice (5 ways to increase….)

•  Tie-in with reports, events (E-commerce in the Nordics)

•  Interviews with experts on trends, innovation etc











Format

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Text and image or film in integrated player











Angle

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•  Very focused on providing useful insights to our target audience

•  Always have a customer, an outside experts etc provide insights.

•  Combine with our own experts











Results

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•  Very positive from target audience and users in general

•  High level of interest from both existing and potential customers

•  Goals of increasing awareness and lead generation have been met

•  Good levels of traffic, both in terms of time spent and clicks











Key learnings

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•  Serious commitment in terms of resources needed – it’s a lot of work

•  Brand has to be very involved – this does not run on auto-pilot

•  Constantly tweak, improve and learn •  Understand and respect the media outlet

– what works on this particular platform











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There are two kinds of native content: There’s content I want to read, and content I don’t.

Seth Godin ”

”











Future of native

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It will be very interesting to see what Facebook’s Instant articles does for native, since media outlets also can use it for sponsored stories











Future of Native

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•  Treated well it’s a sustainable model •  Biggest threat is low quality content •  Biggest upside – opportunity for brands

and media outlets to really expand on how we tell stories and interact with news











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Got a question?

[email protected] @PStaunstrup

State of Native Advertising in Sweden by @PStaunstrup

Marketing

native content

lot of native ads

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state of native advertising

example of successful

media outlets ive

noncms native

paid ads