23 STORIES X CONDÉ NAST | 4A’S | PAGE
AGENDA
• What is Native Advertising, and why does it
exist?
• How do we define what i...
23 STORIES X CONDÉ NAST | 4A'S | PAGE 3
WHAT IS NATIVE?
It’s talked about a lot, so what is it?
23 STORIES X CONDÉ NAST | 4A’S | PAGE 4
23 STORIES X CONDÉ NAST | 4A'S | PAGE
GROWTH
0
2.5
5
7.5
10
2013 2018
US NATIVE AD SPENDING, 2013 & 2018*
2013
1.3b
2018
9...
23 STORIES X CONDÉ NAST | 4A’S | PAGE
MARKETER
6
CONSUMER
23 STORIES X CONDÉ NAST | 4A’S
23 STORIES X CONDÉ NAST | 4A’S | PAGE 7
YOU ARE
MORE 

LIKELY
TO CLIMB
EVEREST
…THAN CLICK A
BANNER
23 STORIES X CONDÉ NAST | 4A'S | PAGE
0
275
550
825
1100
Brand Ad Co-Brand
1,041
339.4
128.4107.8
Brand Audience Publisher...
23 STORIES X CONDÉ NAST | 4A'S | PAGE
23 STORIES X CONDÉ NAST | 4A'S | PAGE 10
23 STORIES X CONDÉ NAST | 4A'S | PAGE 11
23 STORIES X CONDÉ NAST | 4A'S | PAGE 12
23 STORIES X CONDÉ NAST | 4A'S | PAGE 13
HOW DO WE 

DEFINE NATIVE?
Native is a broadly defined term? How do we balance 

b...
23 STORIES X CONDÉ NAST | 4A’S | PAGE 14
23 STORIES X CONDÉ NAST | 4A’S | PAGE
“A FORM OF CONJOINT MEDIA THAT HAS
BOTH THE ELEMENTS OF PAID MEDIA AS
WELL AS OWNED ...
23 STORIES X CONDÉ NAST | 4A'S | PAGE 16
TYPES OF 

NATIVE
Native is broadly defined. How does the industry define it?
How a...
23 STORIES X CONDÉ NAST | 4A’S | PAGE
PAID-SEARCH UNITS
IN-FEED UNITS
RECOMMENDATION WIDGETS
PROMOTED LISTINGS
IN-AD (IAB ...
23 STORIES X CONDÉ NAST
IN FEED
23 STORIES X CONDÉ NAST
23 STORIES X CONDÉ NAST
PAID 

SEARCH
23 STORIES X CONDÉ NAST
23 STORIES X CONDÉ NAST
RECOMMENDATION
23 STORIES X CONDÉ NAST
23 STORIES X CONDÉ NAST
PROMOTED
LISTINGS
23 STORIES X CONDÉ NAST
23 STORIES X CONDÉ NAST
IN-IAB
23 STORIES X CONDÉ NAST
23 STORIES X CONDÉ NAST
CUSTOM
BRAND 

SUPPLIED AD
CONDÉ NAST EDIT
CONTENT ONLY
BRAND 

SUPPLIED AD
Editorial content, pre...
23 STORIES X CONDÉ NAST
BRAND 

SUPPLIED AD
BRAND
APPROVED
ARTICLE
BRAND 

SUPPLIED AD
CUSTOM
Tier 2 content reflects adver...
23 STORIES X CONDÉ NAST
BRAND
SUPPLIED AD
BRAND APPROVED
ARTICLE
WITH PRODUCT
INTEGRATION
BRAND
SUPPLIED AD
CUSTOM
Content...
23 STORIES X CONDÉ NAST
I.C.E.
IMMERSIVE CONTENT
EXPERIENCE
WHAT:

Brands who want to go beyond the
standard native articl...
23 STORIES X CONDÉ NAST | 4A'S | PAGE 27
IS IT WORKING?
How do we know if Native advertising is working?
23 STORIES X CONDÉ NAST | 4A'S | PAGE 28
WHY ARE WE DOING IT?
Web Traffic
Social Media
Time Spent
Direct Sales
Qualitative
S...
23 STORIES X CONDÉ NAST | 4A'S | PAGE 29
WHY AREN’T WE DOING IT?
Lack of Time
Engagement
Lack of Budget
Volume
Innability ...
23 STORIES X CONDÉ NAST | 4A’S | PAGE
THE PARADOX
“We’re creating customized experiences.
What makes these opportunities u...
23 STORIES X CONDÉ NAST | 4A’S | PAGE 31
*
LOW INTEGRATION
HIGH SCALE
THE NATIVEPARADOX
TABOOLA
YAHOO!
OUTBRAIN TIME
INC
H...
23 STORIES X CONDÉ NAST | 4A'S | PAGE 32
DO IT…

AND DO IT WELL
How to follow some industry best practices on how to creat...
23 STORIES X CONDÉ NAST | 4A’S | PAGE
• CREATE YOUR CONTENT COMPETITIVE SET

This may not be your traditional competitive ...
23 STORIES X CONDÉ NAST | 4A’S | PAGE
THINK LIKE A READER,
NOT A BRAND
34
2. BE A READER
• CREATE CONTENT FOR AN AUDIENCE,...
23 STORIES X CONDÉ NAST | 4A’S | PAGE
WHAT’S YOUR 

POINT OF VIEW
35
3. POV
• ARE YOU STATING A FACT, OR BUILDING A POV?

...
23 STORIES X CONDÉ NAST | 4A’S | PAGE
IF YOU BUILD IT, THEY
MAY NOT COME
36
4. AMPLIFY
• ARE YOU BUILDING A AUDIENCE FOR Y...
23 STORIES X CONDÉ NAST | 4A’S | PAGE
MEASURE, IMPROVE,
REPEAT
37
5. MEASURE
• DO YOU KNOW WHAT YOUR KPIs ARE?

If you don...
23 STORIES X CONDÉ NAST | 4A'S | PAGE 38
ROLE OF
PROGRAMMATIC
With an ever evolving automation marketplace, making media b...
23 STORIES X CONDÉ NAST | 4A’S | PAGE
NATIVE
• Wide debate among the publisher, ad tech and agency
community around whethe...
23 STORIES X CONDÉ NAST | 4A’S | PAGE
THE BARBELL
PROGRAMMATIC
PROS
Ability to quickly scale media
programs by matching da...
23 STORIES X CONDÉ NAST | 4A'S | PAGE 41
WHAT’S COMING?
So we know why we’re doing it, 

and why it works, but what’s next?
23 STORIES X CONDÉ NAST | 4A’S | PAGE
4 THINGS TO
WATCH FOR
1. Measurement Models Evolve

Look for more view and engagemen...
CONTACT:
PAT CONNOLLY
PAT_CONNOLLY@23STORIES.COM
@CONNOLLYPAT
Native Advertising: 4A's and 23 Stories
of 43

Native Advertising: 4A's and 23 Stories

An overview from Pat Connolly from Conde Nast's 23 Stories on the branded content and native marketplace.
Published on: Mar 3, 2016
Published in: Marketing      
Source: www.slideshare.net


Transcripts - Native Advertising: 4A's and 23 Stories

  • 1. 23 STORIES X CONDÉ NAST | 4A’S | PAGE AGENDA • What is Native Advertising, and why does it exist? • How do we define what is and isn’t native? • Types of Native Advertising • How do we know if it’s working? • What role does programmatic play? • What’s to expect in the future? 2
  • 2. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 3 WHAT IS NATIVE? It’s talked about a lot, so what is it?
  • 3. 23 STORIES X CONDÉ NAST | 4A’S | PAGE 4
  • 4. 23 STORIES X CONDÉ NAST | 4A'S | PAGE GROWTH 0 2.5 5 7.5 10 2013 2018 US NATIVE AD SPENDING, 2013 & 2018* 2013 1.3b 2018 9.4b *Source: Mintel as cited in press release; 
 eMarketer calculations, Aug 5, 2014
  • 5. 23 STORIES X CONDÉ NAST | 4A’S | PAGE MARKETER 6 CONSUMER 23 STORIES X CONDÉ NAST | 4A’S
  • 6. 23 STORIES X CONDÉ NAST | 4A’S | PAGE 7 YOU ARE MORE 
 LIKELY TO CLIMB EVEREST …THAN CLICK A BANNER
  • 7. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 0 275 550 825 1100 Brand Ad Co-Brand 1,041 339.4 128.4107.8 Brand Audience Publisher Audience 8 SO WHY NATIVE? 3x 8x Study Sample: 10 social posts, 5 advertisers Time Period: 10/14 - 1/15, Facebook. Source: Shareablee
  • 8. 23 STORIES X CONDÉ NAST | 4A'S | PAGE
  • 9. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 10
  • 10. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 11
  • 11. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 12
  • 12. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 13 HOW DO WE 
 DEFINE NATIVE? Native is a broadly defined term? How do we balance 
 breadth in offerings with marketplace standards?
  • 13. 23 STORIES X CONDÉ NAST | 4A’S | PAGE 14
  • 14. 23 STORIES X CONDÉ NAST | 4A’S | PAGE “A FORM OF CONJOINT MEDIA THAT HAS BOTH THE ELEMENTS OF PAID MEDIA AS WELL AS OWNED CONTENT THAT IS TRANSFORMED INTO A COMMERCIAL MESSAGE TO A SPECIFIC PLATFORM” - Socintel360 AKA…. A MESSAGE FROM A BRAND THAT YOU WANT TO READ, NOT THAT YOU HAVE TO READ, PRESENTED IN A WAY THAT’S NATIVE TO THE PLATFORM IT’S CONSUMED. 15 WHAT IS NATIVE ADVERTISING
  • 15. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 16 TYPES OF 
 NATIVE Native is broadly defined. How does the industry define it? How are publishers creating their own standards?
  • 16. 23 STORIES X CONDÉ NAST | 4A’S | PAGE PAID-SEARCH UNITS IN-FEED UNITS RECOMMENDATION WIDGETS PROMOTED LISTINGS IN-AD (IAB STANDARD) WITH NATIVE ELEMENTS CUSTOM FORBES YAHOO! FACEBOOK TWITTER YAHOO! GOOGLE BING ASK OUTBRAIN TABOOLA DISQUIS GRAVITY ETSY AMAZON FOURSQUARE GOOGLE APPSSAVVY EA ONE SPOT FEDERATED CONDE NAST FLIPBOARD TUMBLR PANDORA MARTINI MEDIA SPOTIFY THE CORE 6
  • 17. 23 STORIES X CONDÉ NAST IN FEED 23 STORIES X CONDÉ NAST
  • 18. 23 STORIES X CONDÉ NAST PAID 
 SEARCH 23 STORIES X CONDÉ NAST
  • 19. 23 STORIES X CONDÉ NAST RECOMMENDATION 23 STORIES X CONDÉ NAST
  • 20. 23 STORIES X CONDÉ NAST PROMOTED LISTINGS 23 STORIES X CONDÉ NAST
  • 21. 23 STORIES X CONDÉ NAST IN-IAB 23 STORIES X CONDÉ NAST
  • 22. 23 STORIES X CONDÉ NAST CUSTOM BRAND 
 SUPPLIED AD CONDÉ NAST EDIT CONTENT ONLY BRAND 
 SUPPLIED AD Editorial content, presented with “Brought to you by Brand X” slug. No brand or product integration. SPONSORED EDIT Brand XLOGO Brand X BRAND AD BRAND AD BROUGHT TO YOU BY
  • 23. 23 STORIES X CONDÉ NAST BRAND 
 SUPPLIED AD BRAND APPROVED ARTICLE BRAND 
 SUPPLIED AD CUSTOM Tier 2 content reflects advertiser messaging about the editorial platform. Audiences will find this strategically 
 targeted content engaging and get 
 a sense of the advertiser empowering the story through branding (logos) and language. BRANDED CONTENT Brand X Brand X LOGO BRAND AD BRAND AD PRODUCED FOR WITH
  • 24. 23 STORIES X CONDÉ NAST BRAND SUPPLIED AD BRAND APPROVED ARTICLE WITH PRODUCT INTEGRATION BRAND SUPPLIED AD CUSTOM Content produced by 23S on behalf off Client that mirrors Tier 2 but also directly integrates the advertiser or products into the story. PRODUCT INTEGRATION Brand X Brand XLOGO BRAND AD BRAND AD PRODUCED FOR WITH
  • 25. 23 STORIES X CONDÉ NAST I.C.E. IMMERSIVE CONTENT EXPERIENCE WHAT:
 Brands who want to go beyond the standard native article or video, and create a more immersive destination to engage with the brand. Lives at the intersection of content and technology. WHO: • Conde Nast • WSJ • NY Times • Quartz
  • 26. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 27 IS IT WORKING? How do we know if Native advertising is working?
  • 27. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 28 WHY ARE WE DOING IT? Web Traffic Social Media Time Spent Direct Sales Qualitative SEO 0% 14% 28% 42% 56% 70%
  • 28. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 29 WHY AREN’T WE DOING IT? Lack of Time Engagement Lack of Budget Volume Innability to Measure Variety Lack of Knowledge 0% 12% 24% 36% 48% 60%
  • 29. 23 STORIES X CONDÉ NAST | 4A’S | PAGE THE PARADOX “We’re creating customized experiences. What makes these opportunities unique and valuable is often what precludes you from scaling them. We approach these partnerships slightly differently—I want to know what the publication is uniquely positioned to deliver. Sometimes it’s the audience, the technical capabilities, the distribution and sometimes it’s the behavior of the audience (how social they are). It’s a little difficult to scale in native right now.” 
 —Amanda Rubin, Goldman Sachs 30 “What makes these opportunities unique and valuable is often what precludes you from scaling them.”
  • 30. 23 STORIES X CONDÉ NAST | 4A’S | PAGE 31 * LOW INTEGRATION HIGH SCALE THE NATIVEPARADOX TABOOLA YAHOO! OUTBRAIN TIME INC HIGH INTEGRATION FORBES WSJ VOGUE ATLANTIC WIRED VOX NAME NAME KEY* Publisher Websites (representing specific titles/domains) 23S NY TIMES BUZZFEED Networks
 (representing a collection of titles or a platform)
  • 31. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 32 DO IT…
 AND DO IT WELL How to follow some industry best practices on how to create 
 content worthy of a publisher’s home page
  • 32. 23 STORIES X CONDÉ NAST | 4A’S | PAGE • CREATE YOUR CONTENT COMPETITIVE SET
 This may not be your traditional competitive set, the brands you’re trying to steal share from, or customers from. • THINK ABOUT ATTENTION, NOT TRANSACTION
 Who is your desired “audience” spending time with? 33 1. PERSPECTIVE REDEFINING YOUR COMPETITIVE SET
  • 33. 23 STORIES X CONDÉ NAST | 4A’S | PAGE THINK LIKE A READER, NOT A BRAND 34 2. BE A READER • CREATE CONTENT FOR AN AUDIENCE, NOT FOR YOUR BRAND
 When your or your partner are creating branded content, think about whether this is interesting to earn attention, not to sell a product. • THE SOCIAL TEST
 Would you share it? Would your friends, family?
  • 34. 23 STORIES X CONDÉ NAST | 4A’S | PAGE WHAT’S YOUR 
 POINT OF VIEW 35 3. POV • ARE YOU STATING A FACT, OR BUILDING A POV?
 Content that earns attention, and creates social value has a point of view, it stands for something the reader can relate to. • ARE YOU BUILDING A BRAND PERSONALITY?
 Leading content brands need to establish both a POV and a voice, tone and personality for the brand. ALL brand communications should ladder up to that.
  • 35. 23 STORIES X CONDÉ NAST | 4A’S | PAGE IF YOU BUILD IT, THEY MAY NOT COME 36 4. AMPLIFY • ARE YOU BUILDING A AUDIENCE FOR YOUR CONTENT?
 There is far too much noise today to create a piece of content without a plan to build an audience. - Is your partner(s) syndicating content across their network? - Are you using paid and earned social? - Search (paid and SEO)
  • 36. 23 STORIES X CONDÉ NAST | 4A’S | PAGE MEASURE, IMPROVE, REPEAT 37 5. MEASURE • DO YOU KNOW WHAT YOUR KPIs ARE?
 If you don’t know what you expect your content to do, how can it possible succeed? - Rigorously define KPIs (in order of importance) - Make sure your measurement plan gives you (as- close-to) real time insights as possible - Make sure you (and your team) are built to respond
  • 37. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 38 ROLE OF PROGRAMMATIC With an ever evolving automation marketplace, making media buying and selling more efficient and scalable, will the application of programmatic kill Native, or help it thrive?
  • 38. 23 STORIES X CONDÉ NAST | 4A’S | PAGE NATIVE • Wide debate among the publisher, ad tech and agency community around whether or not Native should be a programmatic offering. • Pro’s and Con’s to both sides of debate (can it live as both? • In the end, is it about what the advertiser is trying to achieve? Are there implications to the value of a native ad? IN PROGRAMMATIC 39
  • 39. 23 STORIES X CONDÉ NAST | 4A’S | PAGE THE BARBELL PROGRAMMATIC PROS Ability to quickly scale media programs by matching data with inventory. Efficiency. WHAT IT’S GOOD FOR Scale media buys with creative that applies broadly to a segment BESPOKE PROS Highly custom creative and media placements that have high impact. Creativity. WHAT IT’S GOOD FOR Creative/Media that has a significant impact on a specific audience TRIPLE LIFT CONDE NAST OUT
 BRAIN TABOOLA NY TIMES R29
  • 40. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 41 WHAT’S COMING? So we know why we’re doing it, 
 and why it works, but what’s next?
  • 41. 23 STORIES X CONDÉ NAST | 4A’S | PAGE 4 THINGS TO WATCH FOR 1. Measurement Models Evolve
 Look for more view and engagement based models, shifting towards an attention economy. 2. Clients Open Shop
 Clients are restructuring PR and Marketing to be always on. 3. Death of the Campaign
 Planning cycles need to die. Agencies, publishers and clients need to figure out how they do business in an always on world. 4. If You’re Not Learning, You’re Losing
 The goal shouldn’t be to product a winning piece of content every time, but learn, and iterate. IN NATIVE ADVERTISING 42
  • 42. CONTACT: PAT CONNOLLY PAT_CONNOLLY@23STORIES.COM @CONNOLLYPAT

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