This document discusses native advertising and the key factors for success. Native advertising refers to paid promotional content that is integrated into media platforms and matches the form and function of the surrounding content. The three factors that form the "perfect storm" for effective native ads are: 1) the platform or publication, 2) the reader and their interests, and 3) ensuring the ad content and brand are highly relevant. When these three factors align through creating informative and entertaining content on topics relevant to the brand, native ads can achieve high engagement rates and shared virality.

1. Native is the
new black
@TessaG_Tweets
@huffpostpartner
Tessa Gould //

2. but first. what
is native?
Tessa Gould // @TessaG_Tweets

3. what the market tells us
Tessa Gould // @TessaG_Tweets
NATIVE:

4. In-Feed
Units
Paid Search
Units
Recommendation
Widgets
Promoted
Listings
In-Ad
Units
Custom
Tessa Gould // @TessaG_Tweets

5. thematically-aligned brand stories
that are:
1
2
clearly demarcated as advertiser-sponsored
seamlessly integrated into the editorial experience
Tessa Gould // @TessaG_Tweets

6. Tessa Gould //
+
Tessa Gould //
for example:

7. Tessa Gould //
for example:

9. What is the secret to creating ads that don’t suck?
Authenticity
Nativeisthenewblack
Tessa Gould // @TessaG_Tweets

10. Authenticity
Platform
Reader
Brand
theperfectstorm
Nativeisthenewblack
Tessa Gould // @TessaG_Tweets

11. theperfectstorm
Nativeisthenewblack
Tessa Gould // @TessaG_Tweets
Platform
Reader
Brand

12. Tom Cruise’s
Denomination
theperfectstorm
Nativeisthenewblack
Platform
Reader
Brand
well-known publication in the U.S. generally
thought of as a liberal publication
+ The Church of Scientology
Tessa Gould // @TessaG_Tweets

13. theperfectstorm
Nativeisthenewblack
Platform
Reader
Brand
Tessa Gould // @TessaG_Tweets

14. Tessa Gould //
Barbie made a huge announcement last
year! She was planning to leave her
Malibu Dreamhouse (gasp!).
theperfectstorm
Nativeisthenewblack
Platform
Reader
Brand
A platform on which home buyers,
sellers, owners, and renters can get the
inside scoop on properties, places, and
real estate professionals.
@TessaG_Tweets

15. theperfectstorm
Nativeisthenewblack
Platform
Reader
Brand
info tainment
Tessa Gould // @TessaG_Tweets

16. (n.) in-foe-tayn-ment
information-based media content or programming that also
includes entertainment content in an effort to enhance popularity
with audiences and consumers
Platform
Reader
Brand
info tain ment
theperfectstorm
Tessa Gould //
Nativeisthenewblack
@TessaG_Tweets

17. theperfectstorm
Nativeisthenewblack
Platform
Reader
Brand
1. informative
2. entertainment
did you learn something?
did you feel one of the following?
Tessa Gould // @TessaG_Tweets

18. Nativeisthenewblack
Platform
Reader
Brand
Tessa Gould //
1. informative
theperfectstorm
@TessaG_Tweets

19. Nativeisthenewblack
Platform
Reader
Brand
Tessa Gould //
2. entertainment
theperfectstorm
@TessaG_Tweets

20. Platform
Reader
Brand
authenticity is key
“You'll hear over and over that the content of
your native ad must match the context of the
overall editorial "feel" of the site it appears on.
And that's true, but it's only half the story.”
brand
but what’s the
other half?
Tessa Gould // @TessaG_Tweets

21. Platform
Reader
Brand
authenticity is key
the brand authenticity sniff test:
“is the topic generally relevant to the brand?”
brand
Tessa Gould //
brand relevance
WTF? Too much
just
right
@TessaG_Tweets

22. theperfectstorm
Nativeisthenewblack
Platform
Reader
Brand
WHOSE BRAND
IS IT ANYWAY?
presented by
Tessa Gould // @TessaG_Tweets

23. theperfectstorm
Nativeisthenewblack
Platform
Reader
Brand
Title Brand Grade
27 Cats that
Just Can’t
Handle It
FAILED IT
Tessa Gould // @TessaG_Tweets

24. theperfectstorm
Nativeisthenewblack
Platform
Reader
Brand
Title Brand Grade
5 Real-Life
Horror Stories
of Twins
Creepier than
Any Horror
Movie
Tessa Gould //
FAILED IT
@TessaG_Tweets

25. theperfectstorm
Nativeisthenewblack
Platform
Reader
Brand
Title Brand Grade
5 Heartwarming
Stories that
Prove Dog is
Man’s Best
Friend
NAILED IT
Tessa Gould // @TessaG_Tweets

26. theperfectstorm
Nativeisthenewblack
Platform
Reader
Brand
Title Brand Grade
8 Apps that will
make you think
you live in the
future
NAILED IT
Tessa Gould // @TessaG_Tweets

27. Authenticity
Platform
Reader
Brand
theperfectstorm
Nativeisthenewblack
Tessa Gould // @TessaG_Tweets

28. the perfect storm
ReaderPlatform
Brand
FOOD FOR THOUGHT
Tessa Gould // @TessaG_Tweets

29. the perfect storm
Reader
Platform
Brand
Most
viewed post
on HuffPost Taste
during the week of
publication
Tessa Gould // @TessaG_Tweets

30. the perfect storm
Reader
Platform
Brand
The HuffPost Taste
reader is 15% more
likely to always check
food ingredients and
nutritional content before
purchasing
informative
Tessa Gould // @TessaG_Tweets

31. the perfect storm
Reader
Platform
Brand
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
CMO, Chipotle
Tessa Gould // @TessaG_Tweets

32. the perfect storm
Reader
Platform
Brand
#1 most shared piece
of content on the web
March 2014
1.4M
Page Views
697K
Social Actions
56%
Engagement
Tessa Gould // @TessaG_Tweets

33. 3 questions to ask
when considering native
Does the content fit the editorial platform’s
voice and perspective?1
2 Does the content offer the reader value
through information or entertainment?
3 Is the content relevant to the brand and
its objectives?
Tessa Gould // @TessaG_Tweets

34. Thank
you
Tessa Gould // @TessaG_Tweets