Native Advertising on a shoewstring
Presentation on how to implement a native advertising program made at the Missouri Press Association annual meeting.
Published on: Mar 3, 2016
Transcripts - Native Advertising on a shoewstring
on a shoestring
Jaci Smith, managing editor
APG Media of Southern Minnesota
Have you seen this?
It is content paid for by the advertiser that is
created by the publisher or its representative
and that runs in the same format and is of the
same high quality as that publisher’s regular
So, what is native advertising?
• In the stream: It’s part of the brand’s RSS feed, the
timeline, the status updates.
• Sharable: The consumer can pass the word.
• Engaging: It allows the consumer to weigh in.
• Placed in context, visually and socially: You find NA
where consumers are looking and its content is what the
consumer wants to read.
• High quality
• Clearly labeled
What it is…
• Jarring or off-kilter: If it doesn’t feel like it belongs, it is
likely hurting both your brand and your client’s.
• Annoying: Native advertising is about establishing a
conversational relationship rather than a hard sell.
• Deceptive: Though it seeks to be seamless within
context, it is still clearly designated as advertising.
• Self-referential: Most native advertising doesn’t directly
mention the brand.
What it isn’t…
“Big Media” is doing native
and making money.
But small market
publishers cannot emulate
their business model.
• More than 100 pitches, with a close rate of 75%*
• Attendance at regional “Lunch and Learns” topped 50% of invitees
• Average time spent viewing: 1 minute, 15 seconds
• Click-through rate around 5-7 percent
• Significant increase (10-15 percent) in participation in special
• On track to “significantly” increase digital ad revenue in 2015
1. Gauge demand and form a task force. Create timeline.
2. Develop a mission statement and guidelines for display,
transparency, ownership of content, definition of terms.
3. Identify platforms to use and prepare technology
4. Determine resource allocation and training.
5. Set limits: How much is too much?
6. Determine pricing, analytics.
This took APG Media 7 months
On the home page
Buy a display ad
at full price, get
a native ad at
Our first foray
into Native in
the daily print
40 under 40
Native: The APG way
1. Rep meets with client. Explain native. Are they
interested? If so, what would be the goal of their
2. Email or call native ad coordinator with the following:
Contact info for client, goal if rep got it and a deadline
3. Native ad coordinator works up a proposal, sends it to
client and rep. Starting this month, they will include
Native: The APG way
4. Yea or nay? If yea, native ad coordinator (and creative)
creates the content.
5. 48 hours before publication it goes to rep and client via
6. Feedback is taken, content runs. Analytics are delivered
2 to 4 weeks later to rep and client.
• Clients less interested in packages than “one-offs”
• Not all sales staff work “consultatively” with their clients;
some don’t “get it”
• Clients struggle with subtlety of native
• Time investment much greater than other ad forms
• The slippery slope into advertorial
Here’s everything you need to get started:
firstname.lastname@example.org @FDNJaciSmith linkedin.com/JaciSmith