2014 Law & Media Conference
2
3
4
5
4x
More Effective
P&G Site
 Social media
 Content portals
 News properties
 Video-sharing sites
 Streaming services
 *Mobile = content str...
 Sponsored content
 Branded content
 Native advertising
7
8
9
 $3.1 billion in 2013
 $5 billion by 2017
 As a % of total social ad
spending it was 38.8% in 2013
Source: BIA/K...
10
 According to a recent Online Publishers
Association study, 73% of members currently
offer native advertising solutions...
 Clearly differentiate w/labeling
 Clear editorial standards and practices
 Make the content discoverable
 Optimize...
13
No Direct Relationship with the Advertiser
 Freelancers write the articles, not the staff
 Upon completion address each content piece
with the advertiser
 Ad p...
Custom Content: Sample Section Front
Custom Content: Article Page
Facebook
Twitter
17
Facebook In-Feed “Posts”
Twitter In-Feed “Tweets”
20
21
Sponsored Content Marketing
22
23
Sponsored carousel slide
Native
Ten items on the home page carousel, three
were sponsored content Two of the four
tiles on the home page were sponsored....
A personal finance series sponsored by a credit union
25
L.A. TIMES NATIVE CONTENT - SUCCESSES
“This is sponsored
cont...
26
20 pieces of content per month
delivered on DenverPost.com
Select articles reverse-published
into print
Multiple a...
Case Study: Native Advertising Healthcare Series
CLIENT OBJECTIVE: Generate awareness of and
engagement with a healthcar...
28
29
Peter Conti
localmedia.org
peter.conti@localmedia.org
Sponsored Content
Local Media Association is an association made...
of 30

Native Advertising Examples

Content Marketing was a $3.1 billion business in 2013. Here are some examples of local media native advertising.
Published on: Mar 3, 2016
Published in: Presentations & Public Speaking      
Source: www.slideshare.net


Transcripts - Native Advertising Examples

  • 1. 2014 Law & Media Conference
  • 2. 2
  • 3. 3
  • 4. 4
  • 5. 5 4x More Effective P&G Site
  • 6.  Social media  Content portals  News properties  Video-sharing sites  Streaming services  *Mobile = content streams 6
  • 7.  Sponsored content  Branded content  Native advertising 7
  • 8. 8
  • 9. 9  $3.1 billion in 2013  $5 billion by 2017  As a % of total social ad spending it was 38.8% in 2013 Source: BIA/Kelsey, December 2013
  • 10. 10
  • 11.  According to a recent Online Publishers Association study, 73% of members currently offer native advertising solutions  Many newspapers/magazines such as the NYT, WP & LA TIMES have set up divisions to handle content marketing 11
  • 12.  Clearly differentiate w/labeling  Clear editorial standards and practices  Make the content discoverable  Optimize for mobile  Use a consultative sales approach  Define metrics/key performers upfront with the marketer/agency  Amplify through paid and social media on and off  Promote native throughout the site to drive traffic 12
  • 13. 13 No Direct Relationship with the Advertiser
  • 14.  Freelancers write the articles, not the staff  Upon completion address each content piece with the advertiser  Ad partner provides feedback, “courtesy preview”  No editorial feedback, only factual edits 14
  • 15. Custom Content: Sample Section Front
  • 16. Custom Content: Article Page
  • 17. Facebook Twitter 17
  • 18. Facebook In-Feed “Posts”
  • 19. Twitter In-Feed “Tweets”
  • 20. 20
  • 21. 21 Sponsored Content Marketing
  • 22. 22
  • 23. 23 Sponsored carousel slide Native
  • 24. Ten items on the home page carousel, three were sponsored content Two of the four tiles on the home page were sponsored. 24
  • 25. A personal finance series sponsored by a credit union 25 L.A. TIMES NATIVE CONTENT - SUCCESSES “This is sponsored content. It does not involve the editorial or reporting staffs of the LA Times.” BRAND PUBLISHING
  • 26. 26 20 pieces of content per month delivered on DenverPost.com Select articles reverse-published into print Multiple advertisers included in ad sponsorship Sponsored channel integrated into site navigation Strong engagement on article pages
  • 27. Case Study: Native Advertising Healthcare Series CLIENT OBJECTIVE: Generate awareness of and engagement with a healthcare company’s website TARGET AUDIENCE: Adults that want to maintain a healthy lifestyle and encourage their friends to do the same SOLUTION: Connect with readers through the creation of a custom content series focused on exercise and nutrition 02:08 average time spent 7.63% engagement rate 1.94% click rate on Article Teaser units
  • 28. 28
  • 29. 29
  • 30. Peter Conti localmedia.org peter.conti@localmedia.org Sponsored Content Local Media Association is an association made up of more than 2,400 local media news companies. Our members are the leading source for local information in their communities. We put on seven conferences a year, 42 webinars a year and offer a Center for Professional Development which includes programs such as Sales Certification.

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