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Thoughts on Native Advertising

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JOE PULIZZI’S PRESENTATION: Thoughts on Native Advertising


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


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


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


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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


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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


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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.


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Native from Twitter


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Outbrain Recommendations on Fast Company


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The Awl


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


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Edit Standards Commenting


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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)


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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


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Guardian Labs


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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


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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


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


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Joe Pulizzi joe@contentinstitute.com THANK YOU


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