Native advertising at APG: What it is, what it isn’t and why your clients will want it
Native advertising is content that is produced on behalf of or by a sponsor who has paid for the privilege, and that matches both the form and function of the user experience in which it is placed. In other words, it's stories, photos, videos or social media that is interesting, compelling and educational that appears in the content flow of a website and is sponsored by an advertiser. At APG Media of Southern Minnesota, we have been working on implementing a native advertising program for a few months. We've been talking to our clients about what native is and how it can help them grow revenue and their brand.
Published on: Mar 3, 2016
Transcripts - Native advertising at APG: What it is, what it isn’t and why your clients will want it
Native Advertising for
What it is, what it isn’t and why your clients will
Native advertising is content that is produced on behalf of or by a
sponsor who has paid for the privilege, and that matches both the
form and function of the user experience in which it was placed.
What it is… isn’t…
• It is in the stream: It’s part of
the brand’s RSS feed, the
timeline, the status updates.
• It is sharable: The consumer
can pass the word.
• It is engaging: It allows the
consumer to weigh in.
• It is placed in context, visually
and socially: You find NA where
consumers are looking and its
content is what the consumer
wants to read.
• It is timely
• It is of high quality
• It is clearly labeled
• Jarring or off-kilter: If it doesn’t
feel like it belongs, it is likely
hurting both your brand and your
• Annoying: Native advertising is
about establishing a
rather than a hard sell.
• Deceptive: Though it seeks to
be seamless within context, it is
still clearly designated as
• Self-referential: Some very
good native advertising never
directly mentions the brand.
3 over-arching content
Making readers smarter: This is the water cooler question:
Does this story, post, video make me smarter? Do I now
know something interesting to share?
Connecting emotionally: People take action when you
touch their emotions. They are more likely to share the story
if they have laughed, cried, felt indignant … felt something
Offering solutions: Readers have always wanted something
more than gloom & doom. Does this story challenge leaders
to look for solutions, instead of just reporting problems? Does
it help them find a solution to make their family life, their
weekend life better?
Example 1: Boosted FB
2: Digital photo gallery
2a. Print photo gallery
3. Sponsored infographic
4. The ‘listicle’
5. Special Section
And the results?
1,919 people reached = 256 Organic +
So, what are you waiting