________ Marketing:Bridging the Trust Gap
Peyman NilforoushCEO & Co-Founder
@ThePeyman
@inpwrd
Defining and Mapping the Native Advertising Landscape
December 8, 2013 | #nativeadvertising
Rebecca Lieb, Industry Analyst@lieblink | altimetergroup.com
EVERYONE’S TALKING ABOUT NATIVE ADVERTISING.
SO, WHAT IS IT?
3
“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, 20134
Native Advertising Brings Opportunities to the Entire Ecosystem
Native Advertisin
g Ecosyste
m
Publishers
Social Platforms
BrandsAgencies
Technologies
Native Advertising: Critical Elements for Success
7
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.
8
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.
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.
9
10
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.
11
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.
12
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.
13
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.
14
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.
Native Advertising: Critical Elements for Success
16
We asked brands, agencies and
vendors to rate the maturity of the
Converged Media space….
“Defining and Mapping the Native Advertising Landscape”
13,000+ views since Sept. 10, 2013
Open Research
Rebecca [email protected]
rebeccalieb.com/blog
Twitter: lieblink
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
Peyman Nilforoush, @ThePeyman @inpwrd inpwrd.com/signup
Do people trust your content?