How Native Advertising Can Boost Content Marketing
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Less than 40% of marketers think their content marketing is effective. So how can you increase your reach to make sure all the great content you create gets enough attention? Native advertising has emerged as a powerful way to get your content in front of your target audience (and build your brand). Join ScribbleLive and Nativo as we take a closer look at: How to make the most of your content resources Types of native ads, plus pros and cons When to use native advertising
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How Native Advertising Can Boost Content Marketing
- 1. HOW NATIVE ADVERTISING CAN BOOST CONTENT MARKETING
- 2. AGENDA + SPEAKERS The problems content marketers + advertisers face How native ads can help When to use native ads George Carney, Nativo Sr. Vice President, Sales @vivsavagesf Ural Cebeci, ScribbleLive VP of Marketing @uralcebeci 1 2 3 2
- 4. TRADITIONAL DIGITAL ADS AREN’T ENOUGH AD BLOCKINGBANNER BLINDNESS 86% UNSEEN $9.7 B WASTED 4 Source: InfoLinks1 | BusinessInsider2
- 6. THERE’S MORE CONTENT, BUT THE AUDIENCE ISN’T GROWING Avg. time with digital media per day in the U.S. (Nielsen) Exabytes of data created (BI Intelligence) 6
- 7. CONTENT MARKETERS DON’T ALWAYS CONNECT (The numbers for b2b and b2c are similar.) Overall, how effective is your organization at content marketing? 38% SAY THEY ARE EFFECTIVE
- 8. SO, HOW CAN YOU REACH YOUR AUDIENCE?
- 10. 90% OF PUBLISHERS HAVE NATIVE OFFERINGS FOR CONTENT 10
- 11. 11 “…native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer.” – IAB Native Advertising Playbook “…native doesn’t merely fit into the stream of a publisher’s user experience in terms of design – it fits with the publisher’s value proposition in terms of content.” – Pandodaily WHAT IS NATIVE ADVERTISING? BRAND CONTENT THAT LOOKS, FEELS, AND BEHAVES LIKE PUBLISHER EDITORIAL, PRESERVING THE EXPECTED CONSUMER EXPERIENCE.
- 12. • Thumbnails or text • Located in between paragraphs or bottom of the page • “You May Like”, “Around the Web”, “Recommended for you” • Redirects users off the site PROS: ✓ Loosely Matches Form ✓ Easy setup ✓ Can be purchased programmatically ✓ Looks like content is recommended by site ✓ Can be a good fit for DR campaigns ✓ In-depth analytics and performance metrics CONS: ❌ Does NOT match Function or Integration ❌ Little control over neighbor advertisers ❌ Typically lives on remnant inventory ❌ Functions like a banner ad ❌ High bounce rates TYPE 1: RECOMMENDATION WIDGETS 12
- 13. • Located “in-feed” / within the editorial well • “Promoted by”, “Sponsored by”, “Brand Partner” • Redirects users off the site PROS: ✓ Always matches Form ✓ Can be a good fit for both Branding and DR ✓ Can be bought programmatically with companies like Yahoo! CONS: ❌ Does NOT match Function ❌ Not always contextually relevant ❌ Functions like a banner ad ❌ High bounce rates TYPE 2: LINKED IN FEED 13 IN FEED CLICK-OUT
- 14. • Located “in-feed” / within the editorial well • “Promoted by”, “Sponsored by”, “Brand Partner” PROS: ✓ Always matches Form & Function ✓ Non-Interruptive / Organic Discovery ✓ Users engage within the site where they’re already consuming content ✓ Great at driving upper funnel, high touch brand performance ✓ “Blank Canvas” with ability to embed, iframe and more CONS: ❌ NOT a DR vehicle ❌ NOT a traffic driving play ❌ Content creation can take time (Owned or licensed is a faster alternative) TYPE 3: ENDEMIC IN FEED (TRUE NATIVE) 14
- 15. 15 WHAT CONTENT MARKETERS NEED TO KNOW ABOUT NATIVE ADVERTISING
- 16. 1. CONSUMERS LIKE IT
- 17. 17 Source: ScribbleLive study. FAVORITE CONTENT TYPES BY AGE
- 18. HOW CONSUMERS FEEL ABOUT AUTHORSHIP Are consumers more or less likely to trust content when it comes from a brand instead of a traditional publisher? Sources: ScribbleLive study 18
- 19. CONSUMERS LIKE NATIVE ADVERTISING 70% 90sec Longer Attention Time Prefer getting to know a company via articles rather than ads 19
- 20. BUT BE TRANSPARENT! Consumers (and the FTC) want proper disclosure on native ads and branded content. In an experiment: • Under 8% -- were able to identify native advertising as paid marketing. • Consumers are 7x more likely to identify paid content as a native ad when it is marked with terms like “advertising or “sponsored content” than if it carries terms like “brand voice” or “presented by.” Source: *Study by researchers at Grady College in Georgia, published in the December issue of the Journal of Advertising 20
- 21. 2. MAKE THE MOST OF CONTENT RESOURCES
- 22. 22 GREAT CONTENT TAKES A BIG INVESTMENT • RESEARCH • DESIGN • WRITING • PR PUSH • SOCIAL MEDIA
- 23. 23 REUSING CONTENT EXTENDS YOUR REACH
- 24. 24 BUT NATIVE TAKES IT TO THE NEXT LEVEL
- 25. JULY AUGUST OCTOBER OWNED • Brand Site Content • Email • Social PAID • Native • Paid Social • SEM EARNED • PR/Thought Leadership SEPTEMBER NOVEMBER DECEMBER HOW PAID DISTRIBUTION FITS IN
- 26. 3. HOW TO INCORPORATE NATIVE INTO A CONTENT STRATEGY
- 27. “CONTENT IS KING.” - Bill Gates, Microsoft (1996)
- 28. “IF CONTENT IS KING, DISTRIBUTION IS QUEEN AND SHE WEARS THE PANTS.” - Jonathan Perelman, VP Agency Strategy Buzzfeed
- 29. 29 TESTING WHICH CONTENT DELIVERS THE MOST ENGAGEMENT 5X Performance improves A/B TEST ACROSS Headlines Preview Images Content Publisher Sites Devices
- 30. 30 WHAT WINNING TESTS LOOK LIKE TOP BOTTOM Viewable Impression 1,821,181 CTR 2.59 % Viewable Impression 3,197 CTR 0.53 % Viewable Impression 54,900 CTR 2.44 % Viewable Impression 30,909 CTR 1.87 % Viewable Impression 4,833 CTR 0.58 % Viewable Impression 1,421 CTR 0.63 %
- 32. 4: HOW NATIVE HAS AN IMPACT
- 33. LIKELIHOOD CONSUMERS USE CONTENT TO MAKE MAJOR PURCHASE DECISIONS 33
- 34. TYPICAL CONTENT MARKETING CONVERSION PATHS LEAD GEN NURTURE SALESENGAGE On your site (or owned social) Email/SocialHigh-value gated content B2B TAG/ FOLLOW RETARGET or SOCIAL CONVERTENGAGE On your site (or owned social) Anywhere on internet On your site, or 3rd party B2C 34
- 35. USING NATIVE ADS TO ENABLE RETARGETING TAG RETARGET CONVERTENGAGE Anywhere Anywhere On your site 35
- 36. By leveraging native ads to build a remarketing audience, a travel company achieved the same ROAS as they received with paid campaigns sending traffic to its own website. CASE STUDY: 36 AS EFFECTIVE AS 1ST PARTY DATA Beyond Engagement with Brand Content Travel Company
- 37. QUESTIONS?
Notes de l'éditeur
- Ural
- Ural
- Speaker: George/Nativo Thanks for that great introduction, Elliott. We’ll be taking questions at the end so feel free to submit throughout the webinar. So, before we dig into how native advertising can boost content marketing, it always helps to understand what you as marketers must overcome in the digital space.
- Speaker: George/Nativo Traditional digital ads are faced with new obstacles. Consumers no longer see display ads at the top of the page or in the right rail. These interruptive tactics have resulted in as many as 200MM consumers blocking ads from their web experience entirely. [Animation] Let’s put what this means into some numbers: 1. 86% of ads are never seen and 2. $9.7 B worth of advertising is blocked completely -- meaning it never appears on a webpage. Hence the rise of content marketing which Ural will take us through some trends of its growth and adoption.
- Ural: A look at google trends over the past 5 years shows rising interest in both content marketing and native ads.
- Ural: The basic problem some content marketers are having is that supply exceeds demand.
- Ural: From the 2016 CMI/Marketing Profs Benchmark study.
- Ural
- Ural Some examples of incredible content marketing: Red Bull and Marriott have invested heavily in creating owned media channels with original content. Lots of videos. Priceonomics is using data journalism to drive millions of visits a month (and promote its core analytics and content creation products) With cmo.com and the First Round Review, Adobe and (V.C.) First Round Capital position themselves as the foremost thought leaders with marketers and startup founders, respectively. But what if you do everything right and you’re not getting the results you want? You can go where your audience is.
- Speaker: George/Nativo Those are some great examples of smart brands already acting like publishers. But just building the content doesn’t directly translate into building an audience. To Ural’s earlier point, there is an opportunity here for content marketers to grow the audience engaging with content - and to do that - you need to distribute your content to new audiences. The opportunity to engage these consumers exists beyond owned and earned channels and 90% of publishers recognize this opportunity and are leading with native offerings. You want your content to be where your consumers are and on the sites that they’re spending time on.
- Speaker: George/Nativo But first, What is native advertising? [Animation] The way the IAB has described native advertising is vague. [Animation] Pando-daily takes a stronger position and clearly describes native advertising by (1) the nature of the environment meaning the editorial content feed and (2) the quality of content which should be equal to editorial [Animation] Our definition of native is brand content that is distributed in publisher editorial streams, matching the look, feel and behavior of the site environment. The brand content lives within the publisher’s site, preserving the consumer experience, and keeping the consumers within their intended destination. In this presentation, here are the main types of native ads that content marketers should know and that specifically distribute content. These are the tactics that will help content marketers extend the reach and engagement potential of their content. Let me walk through those now.
- Speaker: George/Nativo The first type of native ads are recommendation widgets. Typically you’ll find these placements at the bottom of the page or within the right rail. These units are best used when you are executing a direct response campaign and are looking for efficient, CPC-based tactics of driving large volumes of traffic. You’ll want to be careful of the contet you might bump up against when leveraging these tactics, the quality of creative tends to be lower and you’ll want to be cautious of what your messaging appears next to.
- Speaker: George/Nativo The second type of native ads are Linked In Feed, which are also known as In Feed Click-Out. These can typically be found within the editorial content feed but click to another site and can interrupt the user experience. While these units will appear native, taking the user out of their intended environment can be considered disruptive. Some would argue that it’s not truly native since it behaves like a traditional banner. This tactic has been used for both branding and DR purposes.
- Speaker: George/Nativo The third type of native ads are the closest to the Pando-Daily definition. These units also live within the editorial content feed but the main distinction is that the content also lives within the publisher’s site. This user flow most closely matches the path of organic content discovery and consumption. This is best used for awareness campaigns and can drive deeper engagement like more time spent meaning an overall more engaged consumer. We will be talking later on how this can be used to help drive consideration.
- Ural
- Ural
- Ural You need to approach native ads like you would approach content marketing. You need to understand what your audience is going to respond to. For example, there are they types of content different demographics prefer.
- Ural: But if you do it right—and you can deliver value and build trust, your audience is willing to place trust in native ads. Note, thought that some consumers are going to be a little wary. Again, you need to make sure you deliver value to overcome any initial bias.
- Speaker: George/Nativo Where poor advertising tactics have led to ad blocking, quality content created by advertisers can lead to high engagement rates. We’ve seen an average of 90 seconds of time spent with brand content and 3rd party studies have shown that 70% of consumers prefer to get to know a company through content rather than ads.
- Speaker: George/Nativo Consumers don’t want to be tricked. In a recent experiment, less than 8% of consumers were able to identify native advertising as paid marketing. Because of these concerns, the FTC issued guidance on how to disclose native ads to help enforce a standard and protect consumers from deceptive practices. Labels like “Sponsored Content” help identify that the content is paid for by an advertiser and an advertiser byline clarifies if the content was influenced or created by an advertiser. Advertisers have to earn the label of content by providing editorial value to the consumer. Even the FTC acknowledges that when an advertiser provides editorial value, the native ad is not deceptive. And now back to Ural to talk a bit about how we can maximize content resources.
- Ural
- Ural
- Ural
- Speaker: George/Nativo Native will give your content the opportunity to be amplified beyond your owned channels and help get your content in front of a much larger audience. Think of it as taking your content show beyond your hometown and onto a national tour in every major city.
- Speaker: George/Nativo Put native into context. You want to consider native in combination with all content distribution channels: owned, earned and paid. Native would fall into the paid category. Owned is your most consistent channel and represents your content marketing foundation. Paid can help sustain an always-on awareness to your messaging and keep your brand top of mind while building new audiences. This way you can heavy up awareness for additional earned efforts around special initiatives like announcements, promotions and other tent pole activities like a product launch or a Memorial Day sale.
- Speaker: George/Nativo In this section, we’ll talk about how native advertising also becomes a testing channel helping you to inform your wider content strategy
- Speaker: George/Nativo This is one of my favorite quotes and really if you think about it, this has evolved. Content has become the new creative and…
- Speaker: George/Nativo Native is a new opportunity for content distribution. When you leverage native as a sponsorship with a single publisher, you don’t have to worry about relevance. When you’re considering a larger reach play this is where you can take advantage of technology tools. [Click/Next Slide]
- Speaker: George/Nativo You can preserve the authenticity of your content by finding the right execution that will resonate as you port your content beyond a single environment and distribute it to a wider audience. For example, at Nativo, we dynamically A/B test variables like headlines and preview images in real-time to quickly surface the best combination of assets that will make your content relevant across a variety of environments.
- Speaker: George/Nativo We’ve seen brands have great success using these tactics. The HISTORY Channel had an awareness tune-in campaign of their show: Curse of Oak Island. They launched their campaign with multiple headlines and preview images and the technology shifted 92% of their campaign impressions to where users engaged. You can see here that the headlines that induced curiosity with an entertaining point of view were the most clicked while the ones that just sell the show were far less interesting. That strong content engagement resulted in an average of 130 seconds of time spent on their content which is 44% above our entertainment benchmark. The History Channel also saw 61% completion rate on their video content.
- Ural TAKEAWAY: The learnings from native ad campaigns can inform your overall strategy. It’s an opportunity to test subject lines and headlines away from your site, and often to get bigger audiences (and statisitcal significance). In addition to increasing your reach, native advertising gives content marketers a testing ground to understand which content (and messaging) will appeal to a broader audience.
- Ural Measuring marketing is easiest when there’s a direct impact – when a visit turns into a sale directly. But most of the time, conversion flows aren’t that simple. The good news is that content has a big impact on major purchase decisions: almost 90% of consumers are likely to read articles to help with their decisions.
- Ural This is what content marketing conversion paths often look like.
- Speaker: George/Nativo Now take that content marketing conversion path and tie it into how we’ve been talking about native as a paid channel. A consumer who has engaged with your content can similarly be retargeted and converted. Think about it this way: a consumer is on a publisher’s site and is served your content through native. This consumer chooses to engage with your content. You can now re-target this user with display advertising to inspire conversion. In fact…. [Click/Next Slide]
- Speaker: George/Nativo At Nativo, we saw a well-known travel brand was targeting family vacation planners introducing them to themed attractions with their brand content. They tagged readers of their brand content and remarketed to them with display banners to drive hotel bookings. The travel brand found that the audience they built with native advertising, specifically with the readers who engaged with their brand content, was just as valuable as their original 1st party data in driving a high return on ad spend. Your content is doing heavy lifting beyond your owned environment and effectively encouraging consumers through the conversion funnel. Now we’d like to answer any questions that the audience may have. We’ll also be sending a recording of this presentation to all those who signed up for the webinar. Ural - are there any questions?