Is native advertising simply a fancifully-dressed up, repackaged iteration of a magazine advertorial? Truth #1: Native ads are just repurposed digital versions of print advertorials. Truth #2: Native advertising is a different spin on a sponsored post. Truth #3: Native ads and sponsored content create surprising results. Truth #4: Digital marketers need better pickup lines. Truth #5: Distribution is sh%t without content.

1. JEFF FAGEL jf1216 /jefffagel
Native Advertising:
The Five-Point Guide
1

2. JEFF FAGEL jf1216 /jefffagel
Om Malik
Partner, True Ventures
Om Malik provided the simplest definition
of native advertising. He described it as “a
sales pitch that fits right into the flow of
information being shown,” that is also
meant to fit seamlessly into existing brand
content and “is actually valuable to the
person viewing it.”
What is native advertising?
2
Source: Fast Company

3. JEFF FAGEL jf1216 /jefffagel
Dan Greenberg
Founder and CEO, Sharethrough, and Co-Chair, IAB
Native Advertising Task Force
“I firmly believe that advertising on the modern
internet will be defined by meaningful content,
not standard ads. There's a movement happening,
away from interruptive, traditional ads, and towards
thoughtful brand stories — and native ads are the
most potent and effective distribution strategy for
content-based advertising.”
Why does native advertising matter?
Source: IAB Native Advertising Playbook
Read my article on Native
Advertising in
Entrepreneur

4. JEFF FAGEL jf1216 /jefffagel
Let’s dive deeper and review
5Native Advertising:
The Five-Point Guide
So I ask you: Is native advertising simply a
fancifully-dressed up, repackaged iteration of a
magazine advertorial?

5. JEFF FAGEL jf1216 /jefffagel
Truth #1: Native ads are just repurposed digital versions of print advertorials.
Source: Advertorial in More magazine

6. JEFF FAGEL jf1216 /jefffagel
Truth #1: Native ads are just repurposed digital versions of print advertorials.
Source: Advertorial in More magazine

7. JEFF FAGEL jf1216 /jefffagel
Truth #1: Native ads are just repurposed digital versions of print advertorials.
Source: Advertorial in More magazine
To learn more check out, www.pantene.com/fullandthick
• Pantene shampoo and conditioner system vs. leading salon brand
systems based on 2007 Kline report of sales data.

8. JEFF FAGEL jf1216 /jefffagel
Truth #2: Native advertising is a different spin on a sponsored post.
Source: Digiday and Business Insider

9. JEFF FAGEL jf1216 /jefffagel
Truth #2: Native advertising is a different spin on a sponsored post.
Source: Digiday and Business Insider

10. JEFF FAGEL jf1216 /jefffagel
Truth #2: Native advertising is a different spin on a sponsored post.
Source: Digiday and Business Insider

11. JEFF FAGEL jf1216 /jefffagel
Truth #2: Native advertising is a different spin on a sponsored post.
Source: Digiday and Business Insider

12. JEFF FAGEL jf1216 /jefffagel
Truth #3: Native ads and sponsored content create surprising results.
Source: IPG Media Lab
More personal according to past customers.
0%
20%
40%
60%
80%
71%
50% Native Ads
Banner Ads
0 1.1 2.1 3.2 4.2
Seen more frequently.
2.7
4.1
Native Ads
Banner Ads
Offer higher brand lift.
18%
Native ads feature…
Higher lift for purchase
intent
9% Higher lift for
brand affinity
More likely to be shared.
0%
8%
16%
24%
32%
32%
19%
Native Ads
Banner Ads
Native ads looked at 53%
more frequently.

13. JEFF FAGEL jf1216 /jefffagel
Truth #4: Digital marketers need better pickup lines.
Source: Tango and Instagram

14. JEFF FAGEL jf1216 /jefffagel
Truth #4: Digital marketers need better pickup lines.
Source: Tango and Instagram
Shine a light on
what really matters.

15. JEFF FAGEL jf1216 /jefffagel
Truth #4: Digital marketers need better pickup lines.
Shine a light on
what really matters.
Source: Tango and Instagram Source: Little Caesars & Facebook

16. JEFF FAGEL jf1216 /jefffagel
Truth #4: Digital marketers need better pickup lines.
Source: Tango and Instagram
Shine a light on
what really matters.
Don’t be disruptive
and irrelevant.
Source: Little Caesars & Facebook

17. JEFF FAGEL jf1216 /jefffagel
Truth #5: Distribution is sh%t without content.
Source: Gawker and Wired

18. JEFF FAGEL jf1216 /jefffagel
Truth #5: Distribution is sh%t without content.
Source: Gawker and Wired
Create stellar, relevant content…

19. JEFF FAGEL jf1216 /jefffagel
Truth #5: Distribution is sh%t without content.
Source: Gawker and Wired

20. JEFF FAGEL jf1216 /jefffagel
Truth #5: Distribution is sh%t without content.
Source: Gawker and Wired
… targeted and written for the audience.

21. JEFF FAGEL jf1216 /jefffagel
21
The opportunity: Strive to build native ad content that
is tailored and personalized, ideally hyperlocal.
Consider an Opportunity and a Question

22. JEFF FAGEL jf1216 /jefffagel
22
The opportunity: Strive to build native ad content that
is tailored and personalized, ideally hyperlocal.
Consider an Opportunity and a Question
The question: How do you scale your native advertising?

23. JEFF FAGEL jf1216 /jefffagel
23
To have any chance to survive, let alone flourish in this
fragmented, attention-starved new reality, brand marketers
need to stir an emotional response that gets people to talk,
"love," share and act on your company or product.
Conclusion
Read my article on Native
Advertising in
Entrepreneur

24. JEFF FAGEL jf1216 /jefffagel
24
To have any chance to survive, let alone flourish in this
fragmented, attention-starved new reality, brand marketers
need to stir an emotional response that gets people to talk,
"love," share and act on your company or product.
Conclusion
Read my article on Native
Advertising in
Entrepreneur
Let’s spend more time on the basics – building
breakthrough, relevant content – and less time on
chasing buzzwords.