How to Display Native Advertising Content
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How to Display Native Advertising Content presentation at the Local Media Association Native Advertising Summit
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How to Display Native Advertising Content
- 1. 7/10/2014 1 Groundhog Day 1993 Bill Murray plays Phil Connors, an arrogant and egocentric Pittsburgh TV weatherman who, during an assignment covering the annual Groundhog Day event in Punxsutawney,Groundhog Day event in Punxsutawney, Pennsylvania, finds himself in a time loop, repeating the same day again and again. After indulging in hedonism he begins to re-examine his life and priorities. How to Display Sponsored Content
- 2. 7/10/2014 2 Native--Seen this before? Custom Content Advertorial Syndicated Content Content MarketingPaid Post A tool that which allows your customers access to your audience to tell their story and offer up expertise that might not be easily found elsewhere. How To Display Native Advertising • Invite Engagement • Strive for identification, Transparency & Integration • New and Increased RevenueNew and Increased Revenue Three Real Life examples from publishers and 3rd party offerings How to Display Sponsored Content
- 3. 7/10/2014 3 Rate a Native Execution Rate a Native Execution Transparency (how clear does it identify itself as Native) Engage-ability: is it easy to see, share, read and recognize I t tiIntegration: does it fit the sites look and feel and audience How to Display Sponsored Content
- 4. 7/10/2014 4 Three Important People Annmarie (my sister) Salon Owner Leonardo’s Hair Design, RVC, NY • Highest Professional Certification by American Hair Color Institute (only 340 such colorists in USA) • 2,000 sq ft, 12 employees and $1.5 million in revenue annually • $100,000 annual ad budget Emilio Patenza Head Bartender, El Rio Grande Mexican Restaurant since 1996 • Genuine Tequila historian and expert and not just about Margaritas • 6,000 sq ft, 40 employees, over $10 million annual revenue •$600,000 annual ad budget Max Stratton Owner, founder MaxBMW Motorcycles • Four Locations in CT, NY, NH and MA • Top 3 in six national Rally Moto Races, and 7th in Pike’s Peak International Hill Climb. Master auto and motorcycle mechanic. • 20,000 sq ft, 50 employees and $12 million in revenue annually • $550,000 annual ad budget New and Repeat Business Sources How to Display Sponsored Content
- 5. 7/10/2014 5 These Don’t Have As Much… Brand Trust, Loyalty, Long Standing Relationships With Their Audience (especially with Gen X and Boomers)Boomers) And that’s where local publishers can help Displaying Native Effectively Allows… Your customers to share their expertise with your readers while attaching themselves to your brand. (sound familiar?) And this means more (right) revenue for publishers. Real world examples … How to Display Sponsored Content
- 6. 7/10/2014 6 1: Mashable & Their Ad-Server Let the Ad Server handle it. It Serves Ads, can’t it serve content too? 1: Mashable & Their Ad-Server Let the Ad Server handle it. It Serves Ads, can’t it serve content too? How to Display Sponsored Content
- 7. 7/10/2014 7 Google does the work. Google DART and potentially other ad servers can be rigged to serve native content Mouse- over a sponsored story reveals a call to the ad-server… This method is “presented by Capital One Spark” Content Page Execution Social / Sharing Tools Present Everything on the Page belongs to Capitaly g g g p One-even the ads. Native Content is good for the site’s audience How to Display Sponsored Content
- 8. 7/10/2014 8 Rate a Native Execution Transparency 80 (how clear does it identify itself as Native) Engage-ability: 90 is it easy to see, share, read and recognize Integration: 90Integration: 90 does it fit the sites look and feel and audience Reaching Out To Ad-Server Pros Known 3Rd Party (Google or your ad-server)Known 3 Party (Google or your ad-server) Cost is same as serving an ad Can be more transparent Cons Not specifically built for this (yet) Can be tricky to set up properly Engagement & reporting still in early stage time spent, sharing, not easily available imps and clicks (not why we do native) How to Display Sponsored Content
- 9. 7/10/2014 9 2: Third Party Help Let Someone Else Do it (But Keep Control) Taboola OutBrain ShareThrough Nativo DistroScale & others. Rate a Native Execution Transparency 74 (how clear does it identify itself as Native) Engage-ability: 82 is it easy to see, share, read and recognize Integration: 87Integration: 87 does it fit the sites look and feel and audience How to Display Sponsored Content
- 10. 7/10/2014 10 2: Third Party Help Pros Reporting Revenue Easy Set up Help promote your own content Cons BTF, slightly crammed (sometimes) Can be less engaging over time Temptation to use their ads…won’t appear or link back to pub site (is that really native? How much does it matter?) Number 3: DIY Integrate to your CMS How to Display Sponsored Content
- 11. 7/10/2014 11 Number 3: Your CMS Number 3: Your CMS Native Content is on an actual page. Ads and links are site related, rather than native execution related.than native execution related. Social and Sharing Tools Delineation from edit is good How to Display Sponsored Content
- 12. 7/10/2014 12 Rate a Native Execution Transparency 90 (how clear does it identify itself as Native) Engage-ability: 95 is it easy to see, share, read and recognize Integration: 95Integration: 95 does it fit the sites look and feel and audience 3: Your CMS Pros Most integration and control Great look and feel and UI More of what native advertising is and native advertisers want Cons Can be a process at first Scale can be an issue Remember to Train marketing and sales staff well Use to differentiate and up sellUse to differentiate and up-sell How to Display Sponsored Content
- 13. 7/10/2014 13 Wired: Pretty Nice.. Performance and comments 30,000 shares Very good engagement Topic is right for Wired’s AudienceTopic is right for Wired s Audience Wasn’t Cheap Got NetFlix away from 2 week free trial offer (we think) How to Display Sponsored Content
- 14. 7/10/2014 14 Rate a Native Execution Transparency 85 (how clear does it identify itself as Native) Engage-ability: 98 is it easy to see, share, read and recognize Integration: 94Integration: 94 does it fit the sites look and feel and audience Q / A How to Display Sponsored Content
- 15. 7/10/2014 15 Summary Keep it Fair Communicate Value to Your Clients and Readers Be Transparent and Recognizable (Respect advertisers and readers) SuperCaliFragnativecontentmarketingorialalidocious Content Marketing Native can be all these is but doing it right can lead to better informed and engaged audience How to Display Sponsored Content
- 16. 7/10/2014 16 Three Examples Ad-Server (Mashable) Third Party (Templated)y ( p ) CMS Integration (You, the publisher) Naperville Sun Wired More to come from Google. How to Display Sponsored Content
- 17. 7/10/2014 17 3: Your CMS Pros Most integration and control Great look and feel and UI More of what native advertising is and native advertisers want Cons Can be a process at first Scale can be an issue Remember to Train marketing and sales staff well Use to differentiate and up sellUse to differentiate and up-sell Google does the work. Google DART and potentially other ad servers can be rigged to serve native content Mousing over a sponsored story reveals a call to the ad-server This method is “presented by Capital One Spark” How to Display Sponsored Content
- 18. 7/10/2014 18 Important Stuff. Revenue important People Important Clients important Displayed and executed correctly everyone wins. Ways to Execute and… Ad-Server (Mashable) Third Party (Templated)y ( p ) CMS Integration (You, the publisher) Naperville Sun Wired How to Display Sponsored Content