Native Advertising Listacle
Published on: Mar 3, 2016
Transcripts - Native Advertising Listacle
ABOUT NATIVE ADVERTISING
Juicy Tidbits About Native Advertising
A definition, please.
Native Advertising (n) ˈnātiv ˈadvərˌtīziNG
1 : an advertising method that tries to grab a user’s attention by providing valuable content in the context of the user’s
experience. The content fits in with the environment seamlessly, but is highlighted as sponsored content
2 : used interchangeably with other, non-disruptive forms of advertising, such as sponsored or branded content
3 : pretty much just a digital thing
4 : the definition tends to vary depending upon who you talk to
Can you use it in a sentence?
Buzzfeed listacles, promoted tweets, Facebook’s promoted stories and Tumblr’s promoted posts are concrete examples
of native advertising.
I’m still confused.
Ok, how ‘bout this? It’s basically advertising that closely resembles editorial content (i.e. stuff you like)
Come on, get to the good stuff and show me some examples. And not just fun Buzzfeed listacles about
growing up in the ’90s.
Volkswagon on Buzzfeed.com: http://www.buzzfeed.com/volkswagen
BMW on Mashable.com: http://mashable.com/category/global-innovation-series/
Xerox on ForbesBrandVoice: http://www.forbes.com/sites/xerox/2013/07/08/is-your-marketing-organization-focused-
And this is a new thing because…
Approximately half the people you talk to (totes a super exact statistic) maintain that pre-digital native advertising has
been around for years in the form of newspaper and magazine advertorials – even fashion ads in glossies – and we’re
just giving a smart content strategy a flashy new name in this age of digital. Imagine that, professional branders re-
branded a method of branding to increase the relevancy of brands!
Juicy Tidbits About Native Advertising
Why should I care?
Because consumers care: In one study, consumers looked at native ads 53% more frequently than display ads –
that’s a lot of incremental eyeballs
Click-through rates are killin’ it: 1-3% CTRs over 20x the industry average
Again, consumers care: Readers actually spend nearly 50% more time on articles created as part of a custom content
program versus organic posts
And caring means sharing: 32% of those same survey respondents said they would share a native ad
At the end of the day, sales are what matters: Purchase intent is way up for native advertising, 18% lift in purchase
intent for native vs. banner ads
Any potential pitfalls?
Content that just doesn’t make sense: Native ads are often completely irrelevant to the brand; brands are hopping on
the native advertising bandwagon without grounding content in strategy
It’s hella-hard to measure success: There are multiple approaches to measurement and not one standard
Lack of scalability: It’s going to end up being super expensive to actually create native ads for all these different
platforms – the format for Buzzfeed is completely different than the format for Forbes than it is for Facebook
Oh, of course legal has to get involved.
In early June of this year, the IAB created the Native Advertising Task Force. The task force will aim to come up with a
concrete definition for advertisers, publishers and ad tech providers. Everybody is anxiously awaiting the outcome.
Can you give me the spark notes?
Native advertising is the “it” girl of advertising; publishers claim successful engagement metrics well above banner ad
standards. But like an “it” girl, the future is uncertain. Advertisers need to be both cautious that the ad makes sense for
the brand and conscientious that there isn’t yet a standard way to deliver high reach or measure success.
One last plug before we go: Follow M+P connections (our blog)
for more super stimulating digital news. The link, to make it super
easy for you, is: http://merkleyandpartners.wordpress.com/