ONA 13 presentation

1. The $ Words: Sponsored
Content, Advertorials &
Native Advertising
#moneywords
Saturday, October 19, 13
#ona13
@davidzspiegel
@jweb

2. Brands telling their story is nothing new
Saturday, October 19, 13

3. Brands telling their story is nothing new
Saturday, October 19, 13

4. Brands telling their story is nothing new
Saturday, October 19, 13

5. Neither is the editorial debate about it
Harold Ross, who founded The New
Yorker, was deficient in education and
had—at least to all outward appearances
—a vulgar turn of mind. What he did
possess, though, was the ferocity of
independence. He was having a tough
time finding money to keep his
floundering little sheet alive, yet he was
determined that neither money nor
influence would ever corrupt his dream
or deflower his text.
E. B. White
Saturday, October 19, 13

6. Saturday, October 19, 13

7. Naked Juice
Inspires Good
Saturday, October 19, 13
New Orleans Tourism
Provides Utility

8. Virgin Mobile
Entertains through Pop Culture
Saturday, October 19, 13
All State
Celebrates Heroes

9. esri
Masthead branding
• Curated content
• Brand content
•
Saturday, October 19, 13

10. The Onion nailed it:
Saturday, October 19, 13

11. Saturday, October 19, 13

12. Best practices for publishers
• Strict separation of Church and State
establishes credibility for both sides
• Be your client’s editor, and don’t be afraid
to say no
• Make sure branded content is authentic
and relevant to brand, customer and
publisher
Saturday, October 19, 13

13. Resources
http://www.edelman.com/p/6-a-m/sponsoredcontent-an-ethical-framework/
http://www.iab.net/member_center/
committees/working_groups/
native_advertising_task_force
http://nativeadvertising.com/
Saturday, October 19, 13