Native advertising,
a gamechanger or just common sense?
“The Future of Online Advertising”
San Marco Village | 31-03-2015
Wie is Rik?
LinkedIn : https://www.linkedin.com/in/riklagey
Twitter : @rik_lagey
Agenda
1. Advertising?
2. The digital landscape is changing
3. Advertising is changing
4. Native content? Native advertisi...
1. Advertising
Advertising (or advertizing) is a form
of marketing communication used to
persuade an audience to take or c...
2. The digital landscape is changing
First, let’s go back 15 years….
2000
2. The digital landscape is changing
… towards how it looks
today in 2015!
2015
• Complex!
• Where to start?
• Where is my...
3. Advertising is changing
Consumers
 Moved from (news)portals... to search... to social
 Are today looking to discover,...
4. Native content? Native advertising?
Native Advertising
Advertising integrated in such a way
on a site, that it feels as...
Native Content
‘Neutral’ content made around brand values or
elements of an advertising campaign, without
mentioning expli...
Native Content
4. Native content? Native advertising?
De waarden van Je BRANDen haar
producten en diensten vertalen in neu...
5. Advantages of native advertising
10%
Of US publishers to
offer native ads in
2014
61%
Of advertisers give
preference to...
Native ads integration into user experience allow for engagement rates and overall
impact well beyond those of display ads...
6. Just Native advertising won’t work
So, the power is in…
The right blend!
Remember the 3 tactics!
1. Brand Recognition
2...
7. The gamechanger is in the overal approach
It’s in the overall approach!
What are we, as a consumer,
searching for on th...
Viral Shares
Content made
for Brands
Facebook Box
Advertiser
Twitter Box
Advertiser
How does it work?
• We create content ...
Partner
Channel Page
Wallpaper
Twitter and
Facebook page
How does it work?
• As an Advertising
Partner, we give you
a spec...
8. Get inspired
Newsmonkey case
8. Get inspired
When does Native Advertising go viral?
IDENTIFICATION / COMMUNITY
OUTRAGE
NOSTALGIA
8. Get inspired
CREATIVE FORMATS
8. Get inspired
CREATIVE FORMATS
8. Get inspired
CREATIVE FORMATS
8. Get inspired
CREATIVE FORMATS
8. Get inspired
CREATIVE FORMATS
8. Get inspired
CREATIVE FORMATS
8. Get inspired
How to measure?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Artikel 1 Artikel 2 Artikel 3 Artikel 4
Seed views Social views
 Seed views:
...
0
5.000
10.000
15.000
20.000
25.000
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Seed views Social views
Artikel 1
Artikel 2
...
9. Conclusions
1. Don’t even start when you don’t have a solid content marketing strategy
2. Bring valuable content that i...
THANK YOU
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The Future of online advertising seminar Newsmonkey Rik Lagey

The Future of online advertising seminar Newsmonkey Rik Lagey - Native Advertising
Published on: Mar 3, 2016
Published in: Business      
Source: www.slideshare.net


Transcripts - The Future of online advertising seminar Newsmonkey Rik Lagey

  • 1. Native advertising, a gamechanger or just common sense? “The Future of Online Advertising” San Marco Village | 31-03-2015
  • 2. Wie is Rik? LinkedIn : https://www.linkedin.com/in/riklagey Twitter : @rik_lagey
  • 3. Agenda 1. Advertising? 2. The digital landscape is changing 3. Advertising is changing 4. Native content? Native advertising? 5. Advantages of native advertising 6. Just Native advertising won’t work 7. The gamechanger is in the overal approach 8. Get inspired 9. Conclusions
  • 4. 1. Advertising Advertising (or advertizing) is a form of marketing communication used to persuade an audience to take or continue some action, usually with respect to a commercial offering, or political or ideological support. *Wikipedia Lucky me! The other speakers before me should have explained you all about online advertising  So I can focus on Native Advertising
  • 5. 2. The digital landscape is changing First, let’s go back 15 years…. 2000
  • 6. 2. The digital landscape is changing … towards how it looks today in 2015! 2015 • Complex! • Where to start? • Where is my audience? But notice, today it all starts with CONTENT
  • 7. 3. Advertising is changing Consumers  Moved from (news)portals... to search... to social  Are today looking to discover, engage, and share content Brands  Moved from Brand Recognition -> Brand Experience -> Brand Endorsements  Today, great Brands are acting like publishers to make their content engaging and sharable to generate true word of mouth marketing.
  • 8. 4. Native content? Native advertising? Native Advertising Advertising integrated in such a way on a site, that it feels as an integral part of the website Native Content ‘Creative’ campaigns
  • 9. Native Content ‘Neutral’ content made around brand values or elements of an advertising campaign, without mentioning explicitly the brand or the campaign 4. Native content? Native advertising?
  • 10. Native Content 4. Native content? Native advertising? De waarden van Je BRANDen haar producten en diensten vertalen in neutrale contentdie mensen willen delen via sociale media. Omdat ze interessant, relevant, entertainingof gewoonweg cool en funzijn
  • 11. 5. Advantages of native advertising 10% Of US publishers to offer native ads in 2014 61% Of advertisers give preference to integrated sponsored content over traditional ads only 15% Of internet users consider that display ads are well integrated 30% Estimated share of adspend as of today $4.57B Expected adspend in 2017 - 40% thereof in social media 80% Of publishers and agencies agree that native ads are just better ads Sponsored content for a less interruptive, better integrated consumer influence Sources : IPG Media Iab
  • 12. Native ads integration into user experience allow for engagement rates and overall impact well beyond those of display ads. … vs display +30% in social Sharing +18% in brand lift And purchase intent +50% Top of mind from 1to 3% CTR increase Sources : IPG Media Iab 5. Advantages of native advertising
  • 13. 6. Just Native advertising won’t work So, the power is in… The right blend! Remember the 3 tactics! 1. Brand Recognition 2. Brand Experience 3. Brand Endorsements Enhance the power of each tactic by blending them If your consumer or prospect doesn’t know your brand, he will less click on & interact with your native advertising formats… You do need Brand Recognition! (Display advertising and others) If your consumer or prospect didn’t had an outstanding Brand experience, he will not endorse your Brand and native ads… You need to take care of Brand Experience! (Customer centric driven approach)
  • 14. 7. The gamechanger is in the overal approach It’s in the overall approach! What are we, as a consumer, searching for on the net today? • Publicity? • Ads? • “Our product is the best”- stories? • Look how great we are? Don’t think so! We’re looking for content! - That helps us - That inspires us - Recommendations - About topics we like - Daily use - …
  • 15. Viral Shares Content made for Brands Facebook Box Advertiser Twitter Box Advertiser How does it work? • We create content around your brand-values or your campaign • Your content is viewed in-house on the newsmonkey domain. • The content needs to be within the tone of voice of the site: “cool, interesting and/or fun”. 8. Get inspired Newsmonkey case
  • 16. Partner Channel Page Wallpaper Twitter and Facebook page How does it work? • As an Advertising Partner, we give you a specific channel. • Your channel stays 6 months online 8. Get inspired
  • 17. 8. Get inspired Newsmonkey case
  • 18. 8. Get inspired
  • 19. When does Native Advertising go viral? IDENTIFICATION / COMMUNITY OUTRAGE NOSTALGIA 8. Get inspired
  • 20. CREATIVE FORMATS 8. Get inspired
  • 21. CREATIVE FORMATS 8. Get inspired
  • 22. CREATIVE FORMATS 8. Get inspired
  • 23. CREATIVE FORMATS 8. Get inspired
  • 24. CREATIVE FORMATS 8. Get inspired
  • 25. CREATIVE FORMATS 8. Get inspired
  • 26. How to measure?
  • 27. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Artikel 1 Artikel 2 Artikel 3 Artikel 4 Seed views Social views  Seed views: Aantal views van personen die via de teaser op het artikel zijn gekomen.  Social views: Aantal views van personen die via sociale media op het artikel zijn gekomen
  • 28. 0 5.000 10.000 15.000 20.000 25.000 Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Seed views Social views Artikel 1 Artikel 2 Artikel 3 Artikel 4 Social lift: 4,3 Social engagement Engagement: 25.543 Impressions: 1.187.015 Engagement rate: 2,04%
  • 29. 9. Conclusions 1. Don’t even start when you don’t have a solid content marketing strategy 2. Bring valuable content that is relevant and inspiring, fun and engaging 3. Target your audience on the appropriate partner sites 4. It’s definitely not a battle with “traditional” online advertising 5. If done correctly, it will even enforce and amplify your media plan 6. Native advertising is not a pure “click generator”, it will change Brand perception on the long term 7. Native Advertising is rarely a one shot 8. Conversations often follow, make sure you can deal with them. (Social Media Monitoring tools)
  • 30. THANK YOU

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