Thoughts on Native Advertising

Понравилась презентация – покажи это...

Слайд 0

JOE PULIZZI’S PRESENTATION: Thoughts on Native Advertising

Слайд 1

Content Marketing Institute CMI teaches marketers how to effectively own their media channels to attract and retain customers.

Слайд 2

What is Native Advertising? A Directly Paid Opportunity Usually Content Based Delivered In-Stream Source: IAB

Слайд 3

...you are more likely to survive a plane crash than have someone click on your banner ad...

Слайд 4

The goal of native advertising (at least for definition purposes) is: to not disrupt the user experience to offer information that is somewhat helpful and similar to the other information on the site… so that the content is engaged with at a higher rate than, say, a banner ad

Слайд 5

State of Native Advertising 62% of publishers and media companies offer some kind of native advertising program. 66% of brands create their own content for native advertising programs (in most other cases, the publishers assist in creating the content for the brand). The most popular forms of native advertising are sponsored blog posts (65%), sponsored articles (63%) and Facebook sponsored updates (56%). Hexagram's State of Native Advertising report

Слайд 6

Why? Media brands and social platforms are aggressively offering native advertising products. Brands now spend approximately 25 to 30 percent of their budget on content marketing initiatives. There is a renewed passion in the advertising community around native. This "new advertising" (even though it's not new at all) has given hope to media buyers around the world that something can perform better than a banner ad.

Слайд 7

Слайд 8

Native from Twitter

Слайд 9

Слайд 10

Outbrain Recommendations on Fast Company

Слайд 11

The Awl

Слайд 12

BrandVoice $50-75k mo. 25% of ad revenue

Слайд 13

Edit Standards Commenting

Слайд 14

Слайд 15

Слайд 16

Buzzfeed $100 million in revenues in 2014 Sales team and creative department work together to pitch the business. 1.3 Social Lift (+3 for every 10)

Слайд 17

BuzzFeed Sponsored content group – major responsibilities are writing all the advertorials and “who play a big part in the pitch process for new business.” Big Idea group–  The Big Idea group’s major responsibility is coming up with larger integrations  and initiatives– things that involve a big spend beyond just the post.   In house designers – responsible for custom graphics and info graphics “to design into bigger integrations; and then they work with the product team to make those a reality.” Photo team —  responsible for taking all the photos in house. Plus one copyeditor  and one project mananager Forbes

Слайд 18

Guardian Labs

Слайд 19

Слайд 20

Слайд 21

How NYT Does It Separate Group Story Ideas come from NYT Content Lives Forever Not Shared via Social Media No Comments Must Pass Current Editorial Guidelines

Слайд 22

Слайд 23

Revenue Sources Advertising Subscriptions Premium content Events Cross-media promotion Crowdfunding Micropayments Philanthropy/Donations Product Sales Read more: http://www.politico.com/magazine/story/2014/05/marc-andreesen-why-im-bullish-on-the-news-105921.html#ixzz30hjiViXc

Слайд 24

Recommendations Tread Lightly Always a separate group (not the newsroom) Focus on off-site content programs Keep current editorial standards Must integrate sales

Слайд 25

Joe Pulizzi joe@contentinstitute.com THANK YOU