Native Advertising /
Sponsored Content:
A New Opportunity Area
Kelly Benish, VP of Sales &
Marketing, Search Influence
@L...
Who Am I?
I work here.
I volunteer here.
I have a history in:
I blog here.
And here.
Everybody’s Talking About it
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence...
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property
Image Source: http://phillbarron.wordpress.com/201...
What are you Talking About?
@LoKellSearch
Presented to The LMA & BIA Kelsey
Image Source: http://www.zazzle.co.uk/1950s...
Image Source: http://2.bp.blogspot.com/_Lf_OqPz8o90/SLsTWOrbYI/AAAAAAAAAeE/9IdynesEbVM/s1600-h/ilovelucy2.jpg
Native Ads,
Content Marketing,
Advertorial…
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Se...
Advertorial
Native Ads
Content Marketing
Sponsored Content
Camo for content
Buzzword for SEO
Obviously paid for it
...
Presented to The LMA & BIA Kelsey
Image Source: http://www.allposters.com/-sp/Man-Reading-Newspaper-Posters_i8005549_.htm...
Why do you Want to do it?
• eMarketer’s estimated $2.55 billion
from Native Ads in 2015.
• 59% of media buyers say native ...
Native Advertising 101
•
•
•
•
•
Promotes Content
Choice
Visually Integrated
Denoted as paid
Branded
Image Source: http:/...
Why Native Ads?
• Branding = conversion
• Savvy customers
– Don’t like display
• Revenue-driving experience
• Engage user...
Concerns
• Scale
• Timeliness
• Oversaturation risk
• Conversion
• Guidelines
• Tracking data
Image Source: http://www.s...
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence, LLC © 2013
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence, LLC © 2013
Social Bookmarking
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence, LLC © 201...
Native Social Advertising & Promotion
20%
Image Source: http://www.theguardian.com/local-government-network-serco-partne...
Get More Leads!
Image Source: http://www.newsday.com/long-island/li-life/doris-lentini-s-photos-show-how-long-island-live...
Viral Infographics
Image Source: http://nowthinkagain.net/blog/office-politics-rule-3%E2%80%93-politics-does-not-exempt-y...
Quality Content Earns Leads.
WHITEPAPERS
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Sear...
Hidden Advertising Opportunities.
SPONSORED BLOG POSTS
Presented to The LMA & BIA Kelsey
Image Source: http://juneauempi...
@LoKellSearch
Presented to The LMA & BIA Kelsey
Image Source: http://rokpool.com/category/tags/dance-this-mess-around
C...
How Should I Package Native
Advertising?
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Searc...
Image Source: http://www.standupexecutive.com/?attachment_id=4789
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confid...
The Anatomy of Native Advertising
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influ...
Guidelines to Native Advertising
• It’s not only about impressions and visits
– Connecting the brand to the content
– Conn...
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence, LLC © 2013
Not All Updates Are Equal
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence, LL...
Facebook Ad Effectiveness
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence, LL...
Image Souhttp://jake-weird.blogspot.com/2011/01/happy-birthday-stephen-bogart_06.htmlrce:
@LoKellSearch
Presented to The...
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence, LLC © 2013
Scalable Solutions Powered by Experts
SEARCH INFLUENCE
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Pr...
About Search Influence
White label online solutions provider.
We have a huge, talented team.
We are located in a fun city....
Image Source: http://www.javelinexperiential.com/experiential-marketing/be-an-event-marketing-sensation-without-jumping-th...
As Seen In:
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence, LLC © 2013
About Will Scott, CEO
• First website online in 1994
• Deployed over 2,500 customized web sites in 18
months (with a produ...
Search Influence Leadership Team
Angie Scott
Founder / COO
Jeremy Brown
Operations Manager
@LoKellSearch
Kelly Benish
...
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence, LLC © 2013
Existing Partners
@LoKellSearch
Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence, LLC © 2013
Thank you!
Kelly Benish
•
•
•
•
searchinfluence.com/blog
Kbenish@searchinfluence.com
twitter.com/LoKellSearch
www.Linkedi...
Native Advertising & Sponsored Content - A New Opportunity
Native Advertising & Sponsored Content - A New Opportunity
Native Advertising & Sponsored Content - A New Opportunity
Native Advertising & Sponsored Content - A New Opportunity
Native Advertising & Sponsored Content - A New Opportunity
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Native Advertising & Sponsored Content - A New Opportunity

Search Influence VP of Sales/Marketing Kelly Benish spoke at Local Media Association (LMA) and BIA Kelsey’s Digital Agency Summit, on a session entitled, “Native Advertising/Sponsored Content – A New Revenue Opportunity.” Kelly highlighted the differences between advertorial, native ads and content marketing, as well as ways to implement native advertising into digital agencies’ product menu through sponsored blog posts, sponsored Facebook stories, infographics and white papers.
Published on: Mar 3, 2016
Published in: Marketing      Technology      Business      
Source: www.slideshare.net


Transcripts - Native Advertising & Sponsored Content - A New Opportunity

  • 1. Native Advertising / Sponsored Content: A New Opportunity Area Kelly Benish, VP of Sales & Marketing, Search Influence @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 2. Who Am I? I work here. I volunteer here. I have a history in: I blog here. And here.
  • 3. Everybody’s Talking About it @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013 Image Source: http://www.dailymail.co.uk/femail/article-2027239/Lucy-Cavendishs-Gossip-Diary-Women-spend-5-hours-day-tittle-tattling-says-survey.html
  • 4. @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property Image Source: http://phillbarron.wordpress.com/2012/01/21/mystery-vs-confusion/ of Search Influence, LLC © 2013
  • 5. What are you Talking About? @LoKellSearch Presented to The LMA & BIA Kelsey Image Source: http://www.zazzle.co.uk/1950s+posters Confidential, Property of Search Influence, LLC © 2013
  • 6. Image Source: http://2.bp.blogspot.com/_Lf_OqPz8o90/SLsTWOrbYI/AAAAAAAAAeE/9IdynesEbVM/s1600-h/ilovelucy2.jpg
  • 7. Native Ads, Content Marketing, Advertorial… @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013 Image Source: http://ohyesohyes.blogg.se/2012/january/
  • 8. Advertorial Native Ads Content Marketing Sponsored Content Camo for content Buzzword for SEO Obviously paid for it Actionable Content Drives Traffic Sales-oriented Advertorial-esque Brand Promotion @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 9. Presented to The LMA & BIA Kelsey Image Source: http://www.allposters.com/-sp/Man-Reading-Newspaper-Posters_i8005549_.htm @LoKellSearch Confidential, Property of Search Influence, LLC © 2013
  • 10. Why do you Want to do it? • eMarketer’s estimated $2.55 billion from Native Ads in 2015. • 59% of media buyers say native ads are very important. – Solve Media • 70% of consumers prefer getting to know a company via articles rather than advertisements. - INMA Image Source: http://www.fotosearch.com/print/clt003/s7818/ @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 11. Native Advertising 101 • • • • • Promotes Content Choice Visually Integrated Denoted as paid Branded Image Source: http://www.abovetopsecret.com/forum/ @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 12. Why Native Ads? • Branding = conversion • Savvy customers – Don’t like display • Revenue-driving experience • Engage users with content • Leverage customer attention Image Source: http://www.otrcat.com/creepiestold-time-radio-show-collection-p-49481.html @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 13. Concerns • Scale • Timeliness • Oversaturation risk • Conversion • Guidelines • Tracking data Image Source: http://www.shadowlocked.com/201108052046/lists/top-10coolest-gangs-in-film.html @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 14. @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 15. @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 16. Social Bookmarking @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 17. Native Social Advertising & Promotion 20% Image Source: http://www.theguardian.com/local-government-network-serco-partner-zone/serco-partnerzone-innovation-shared-service @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 18. Get More Leads! Image Source: http://www.newsday.com/long-island/li-life/doris-lentini-s-photos-show-how-long-island-lived-1.2413195 @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 19. Viral Infographics Image Source: http://nowthinkagain.net/blog/office-politics-rule-3%E2%80%93-politics-does-not-exempt-you-from-making-acontribution/man-drinking-coffee/
  • 20. Quality Content Earns Leads. WHITEPAPERS @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 21. Hidden Advertising Opportunities. SPONSORED BLOG POSTS Presented to The LMA & BIA Kelsey Image Source: http://juneauempire.com/local/2013-09-16/life-preserved-letters-love @LoKellSearch Confidential, Property of Search Influence, LLC © 2013
  • 22. @LoKellSearch Presented to The LMA & BIA Kelsey Image Source: http://rokpool.com/category/tags/dance-this-mess-around Confidential, Property of Search Influence, LLC © 2013
  • 23. How Should I Package Native Advertising? @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 24. Image Source: http://www.standupexecutive.com/?attachment_id=4789 @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 25. The Anatomy of Native Advertising @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 26. Guidelines to Native Advertising • It’s not only about impressions and visits – Connecting the brand to the content – Connecting the content to the consumer • You need a content team – (A skilled content team) – (That can scale) • 54% of brands don’t have an in-house person dedicated to creating content – e-marketer @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 27. @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 28. Not All Updates Are Equal @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 29. Facebook Ad Effectiveness @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 30. Image Souhttp://jake-weird.blogspot.com/2011/01/happy-birthday-stephen-bogart_06.htmlrce: @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 31. @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 32. Scalable Solutions Powered by Experts SEARCH INFLUENCE @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 33. About Search Influence White label online solutions provider. We have a huge, talented team. We are located in a fun city. Tons of expertise. And honors. We’re growing. (exponentially) @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 34. Image Source: http://www.javelinexperiential.com/experiential-marketing/be-an-event-marketing-sensation-without-jumping-theshark @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 35. As Seen In: @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 36. About Will Scott, CEO • First website online in 1994 • Deployed over 2,500 customized web sites in 18 months (with a production staff of only 12). • Former Vice President of YPsolutions (acquired by Local Matters) • Online directory vendor to 20 independent Yellow Pages • Deployed over 300 online yellow pages / year with print “look and feel” • Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 months • Uniquely qualified to help media companies’ online products @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 37. Search Influence Leadership Team Angie Scott Founder / COO Jeremy Brown Operations Manager @LoKellSearch Kelly Benish VP Sales & Marketing Steve Maloney Content / Production Manager Luke Ledet Lead Developer Paula Keller Director of Account Management Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 38. @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 39. Existing Partners @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013
  • 40. Thank you! Kelly Benish • • • • searchinfluence.com/blog Kbenish@searchinfluence.com twitter.com/LoKellSearch www.Linkedin.com/KellyBenish @LoKellSearch Presented to The LMA & BIA Kelsey Confidential, Property of Search Influence, LLC © 2013

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