Why All the Infatuation with Native
Advertising? 5 Truths Every Marketer
Should Know
June 2014
Om Malik
Founder & Senior Writer
Om Malik provided the simplest definition
of native advertising. He described it as
“a sa...
Dan Greenberg
Founder and CEO, Sharethrough, and Co-Chair, IAB
Native Advertising Task Force
“I firmly believe that advert...
So I ask you: Is native advertising simply a
fancifully-dressed up, repackaged iteration of a
magazine advertorial?
Let’s dive deeper and review
5Native Advertising
Truths Every Marketer
Should Know
So I ask you: Is native advertising sim...
Truth #1: Native ads are just repurposed digital
versions of print advertorials.
Source: Advertorial in More magazine
Truth #1: Native ads are just repurposed digital
versions of print advertorials.
Source: Advertorial in More magazine
Truth #1: Native ads are just repurposed digital
versions of print advertorials.
Source: Advertorial in More magazine
To l...
Truth #2: Native advertising is a different spin on a
sponsored post.
Source: Digiday and Business Insider
Truth #2: Native advertising is a different spin on a
sponsored post.
Source: Digiday and Business Insider
Truth #2: Native advertising is a different spin on a
sponsored post.
Source: Digiday and Business Insider
Truth #2: Native advertising is a different spin on a
sponsored post.
Source: Digiday and Business Insider
Truth #3: Native ads and sponsored content create
surprising results.
Source: IPG Media Lab
0 2 4 6
Seen more frequently.
...
Truth #3: Native ads and sponsored content create
surprising results.
Source: IPG Media Lab
0 2 4 6
Seen more frequently.
...
Truth #3: Native ads and sponsored content create
surprising results.
Source: IPG Media Lab
0 2 4 6
Seen more frequently.
...
Truth #3: Native ads and sponsored content create
surprising results.
Source: IPG Media Lab
0 2 4 6
Seen more frequently.
...
Truth #3: Native ads and sponsored content create
surprising results.
Source: IPG Media Lab
More personal according to pas...
Truth #4: Digital marketers need better pickup lines.
Source: Tango and Instagram
Truth #4: Digital marketers need better pickup lines.
Source: Tango and Instagram
Shine a light on
what really matters.
Truth #4: Digital marketers need better pickup lines.
Source: Tango and Instagram
Shine a light on
what really matters.
Truth #4: Digital marketers need better pickup lines.
Source: Tango and Instagram
Shine a light on
what really matters.
Truth #4: Digital marketers need better pickup lines.
Source: Tango and Instagram
Shine a light on
what really matters.
Do...
Truth #5: Distribution is sh%t without content.
Source: Gawker and Wired
Truth #5: Distribution is sh%t without content.
Source: Gawker and Wired
Create stellar, relevant content…
Truth #5: Distribution is sh%t without content.
Source: Gawker and Wired
Truth #5: Distribution is sh%t without content.
Source: Gawker and Wired
… targeted and written for the audience.
‹#›
27
The opportunity: Strive to build native ad content that
is tailored and personalized, ideally hyperlocal.
Consider ...
‹#›
28
The opportunity: Strive to build native ad content that
is tailored and personalized, ideally hyperlocal.
Consider ...
‹#›
29
To have any chance to survive, let alone flourish in this
fragmented, attention-starved new reality, brand marketer...
‹#›
30
To have any chance to survive, let alone flourish in this
fragmented, attention-starved new reality, brand marketer...
of 30

Why All the Infatuation with Native Advertising? 5 Truths Every Marketer Should Know

What is native advertising and is it just a fancifully-dressed up, repackaged iteration of a magazine advertorial? Find out this and five truths about native ads in this presentation from G/O Digital CMO Jeff Fagel.
Published on: Mar 3, 2016
Published in: Marketing      Technology      Business      
Source: www.slideshare.net


Transcripts - Why All the Infatuation with Native Advertising? 5 Truths Every Marketer Should Know

  • 1. Why All the Infatuation with Native Advertising? 5 Truths Every Marketer Should Know June 2014
  • 2. Om Malik Founder & Senior Writer Om Malik provided the simplest definition of native advertising. He described it as “a sales pitch that fits right into the flow of information being shown,” that is also meant to fit seamlessly into existing brand content and “is actually valuable to the person viewing it.” What is native advertising? Source: Fast Company
  • 3. Dan Greenberg Founder and CEO, Sharethrough, and Co-Chair, IAB Native Advertising Task Force “I firmly believe that advertising on the modern internet will be defined by meaningful content, not standard ads. There's a movement happening, away from interruptive, traditional ads, and towards thoughtful brand stories — and native ads are the most potent and effective distribution strategy for content-based advertising.” Why does native advertising matter? Source: IAB Native Advertising Playbook
  • 4. So I ask you: Is native advertising simply a fancifully-dressed up, repackaged iteration of a magazine advertorial?
  • 5. Let’s dive deeper and review 5Native Advertising Truths Every Marketer Should Know So I ask you: Is native advertising simply a fancifully-dressed up, repackaged iteration of a magazine advertorial?
  • 6. Truth #1: Native ads are just repurposed digital versions of print advertorials. Source: Advertorial in More magazine
  • 7. Truth #1: Native ads are just repurposed digital versions of print advertorials. Source: Advertorial in More magazine
  • 8. Truth #1: Native ads are just repurposed digital versions of print advertorials. Source: Advertorial in More magazine To learn more check out, www.pantene.com/fullandthick • Pantene shampoo and conditioner system vs. leading salon brand systems based on 2007 Kline report of sales data.
  • 9. Truth #2: Native advertising is a different spin on a sponsored post. Source: Digiday and Business Insider
  • 10. Truth #2: Native advertising is a different spin on a sponsored post. Source: Digiday and Business Insider
  • 11. Truth #2: Native advertising is a different spin on a sponsored post. Source: Digiday and Business Insider
  • 12. Truth #2: Native advertising is a different spin on a sponsored post. Source: Digiday and Business Insider
  • 13. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads
  • 14. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads Native ads looked at 53% more frequently.
  • 15. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads More likely to be shared. 0% 10% 20% 30% 40% 32% 19% Native Ads Banner Ads Native ads looked at 53% more frequently.
  • 16. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads Offer higher brand lift. 18% Native ads feature… Higher lift for purchase intent 9% Higher lift for brand affinity More likely to be shared. 0% 10% 20% 30% 40% 32% 19% Native Ads Banner Ads Native ads looked at 53% more frequently.
  • 17. Truth #3: Native ads and sponsored content create surprising results. Source: IPG Media Lab More personal according to past customers. 0% 20% 40% 60% 80% 71% 50% Native Ads Banner Ads 0 2 4 6 Seen more frequently. 2.7 4.1 Native Ads Banner Ads Offer higher brand lift. 18% Native ads feature… Higher lift for purchase intent 9% Higher lift for brand affinity More likely to be shared. 0% 10% 20% 30% 40% 32% 19% Native Ads Banner Ads Native ads looked at 53% more frequently.
  • 18. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram
  • 19. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram Shine a light on what really matters.
  • 20. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram Shine a light on what really matters.
  • 21. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram Shine a light on what really matters.
  • 22. Truth #4: Digital marketers need better pickup lines. Source: Tango and Instagram Shine a light on what really matters. Don’t be disruptive and irrelevant.
  • 23. Truth #5: Distribution is sh%t without content. Source: Gawker and Wired
  • 24. Truth #5: Distribution is sh%t without content. Source: Gawker and Wired Create stellar, relevant content…
  • 25. Truth #5: Distribution is sh%t without content. Source: Gawker and Wired
  • 26. Truth #5: Distribution is sh%t without content. Source: Gawker and Wired … targeted and written for the audience.
  • 27. ‹#› 27 The opportunity: Strive to build native ad content that is tailored and personalized, ideally hyperlocal. Consider an Opportunity and a Question
  • 28. ‹#› 28 The opportunity: Strive to build native ad content that is tailored and personalized, ideally hyperlocal. Consider an Opportunity and a Question The question: How do you scale your native advertising?
  • 29. ‹#› 29 To have any chance to survive, let alone flourish in this fragmented, attention-starved new reality, brand marketers need to stir an emotional response that gets people to talk, "love," share and act on your company or product. Conclusion
  • 30. ‹#› 30 To have any chance to survive, let alone flourish in this fragmented, attention-starved new reality, brand marketers need to stir an emotional response that gets people to talk, "love," share and act on your company or product. Conclusion Read more on Entrepreneur Read more on Our Blog Let’s spend more time on the basics – building breakthrough, relevant content – and less time on chasing buzzwords.

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