Native Advertising: The way to speed up content marketing

Information about Native Advertising: The way to speed up content marketing

Published on June 6, 2016

Author: ContentNorge

Source: slideshare.net

Content

1. Native advertising The way to speed up content marketing

2. The Agenda • What is native advertising? • How big is it? • Why is it growing? • 7 tips to making it work

3. What is native advertising?

4. Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears.

5. Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears.

6. Why here at Epic Content Marketing?

7. ”If you build it they will come” is not enough anymore

8. By 2020, the amount of information on the Internet will grow by 500% compared to last year Source: Mark Schaefer, The Content Code

9. Native advertising will become part of every content marketing strategy

10. Television has a ratio of 1:5 creation to distribution ratio In content and native it’s 5:1

11. Let’s dive in

12. How does it look?

13. Articles in newspapers, magazines and blogs – offline and online

14. Promoted or sponsored posts on social media like Facebook, LinkedIn and Twitter

15. Advertiser funded programming on broadcast and web tv

16. Influencer distributed content

17. Influencer distributed content

18. In app content

19. What about programatic?

20. Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears.

21. Native vs true native

22. Is native advertising new?

23. How big is it?

24. Traditional advertising 2015 = 75%

25. Traditional advertising 2020 = 50%

26. Native advertising Content marketing

27. More than 60% of Facebooks revenue comes from native In 2016 more than 50% of LinkedIns revenues comes from native

28. Hvad skal vi igennem? In 2020 75,9% of all digital marketing will be mobile 63,2% of that will be native advertising

29. 43% uses it for CM Source: CMI

30. #3: The honeymoon is over

31. #1: Content is exploding

32. Why is it growing?

33. #1. Advertisers want it

34. Hvad skal vi igennem?

35. Hvad skal vi igennem? 44%

36. Hvad skal vi igennem?

37. Hvad skal vi igennem?

38. CTR on Native is 4x

39. #2. The publishers want it

40. 85% says native is important or very important 73% are positive towards native 92% believe it ads value to advertisers 75% believe it ads value to audience Source: Native Advertising Institute

41. #3. The customers want it

42. “It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look and read.” David Ogilvy, the “Father of Advertising”

43. Facebook sponsored post gives 49x more clicks than Facebook ads At 45% of the price45 Source: Josh Koetsier-survey

44. 33% of the readers are equally inclined to click on an article that comes from a brand as they are that of an editorial article Source: Contently The audience is looking more on sponsored articles that they are looking at regular editorial content (26% vs 24%) Source: Sharethrough and IPG Media Lab

45. 7 tips to making it work

46. #1: You need a strategy

47. #2: Find the right audience

48. #3: Native advertising needs to be just as good as the editorial content

49. Guiding light • Produced and financed by P&G • Launched June 30. 1952 på NBC • Stopped September 18. 2009 • 57 years • 15.000 episodes

50. #4: Leverage the skills of the media companies

51. A NEXT GENERATION ENTERTAINMENT SERIES – INTEGRATION SOCIAL AND MOBILE PLATFORMS 73

52. 31% has an inhouse studio 66% use editorial team

53. #5: It has got to be transparent

54. #6: Make it shareable and multichannel

55. A NEXT GENERATION ENTERTAINMENT SERIES – INTEGRATION SOCIAL AND MOBILE PLATFORMS 78

56. A NEXT GENERATION ENTERTAINMENT SERIES – INTEGRATION SOCIAL AND MOBILE PLATFORMS 79

57. A NEXT GENERATION ENTERTAINMENT SERIES – INTEGRATION SOCIAL AND MOBILE PLATFORMS 80

58. #7: Be a daytrader

59. TAK FOR I DAG JESPER LAURSEN Email: [email protected] Twitter: @jesperlaursen

60. Who is doing it right?

61. What: Sponsoreret posts on Reddit How: • Marriott Hotels ran ”Virtual Travel Experience”-campaign. • Asked users to promote their city

62. Results: • 200.000 visits • The sponsored peice with most user- generated content • Webby awards for best native advertising

63. Resultat: • 70.000 read article • 20.000 saw video • 5.200 shares on Facebook • Ran out of meat one week before Christmas • Mediebedriftenes Landsforenings (MBL) markedspris for 2014

64. Challenges and threats Let’s dive in

65. Business

66. Target audience

67. Competitors

68. Influencers BuzzSumo Ads in-stream on Facebook What about programmatic???

69. Keywee

70. Channels Earned Paid Owned

71. Earned Paid

72. Content Advertising

73. Organic Paid

74. Traditional media PR Native

75. Social Media Shares Native

76. Influencers PR Native

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