Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15
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Susan Borst's presentation from Digiday's WTF Native Advertising event on November 3, 2015.
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Native Advertising 101: Clearing up the Murkiness - WTF Native NYC, 11/3/15
- 1. Clearing up the murkiness of this thing called “native” Susan Borst @susanborst
- 2. IAB native advertising task force @susanborst
- 4. love noun 1. an intense feeling of deep affection. "babies fill parents with intense feelings of love" synonyms: deep affection, fondness, tenderness, warmth, intimacy, attachment, endearment 2. a person or thing that one loves. "she was the love of his life" synonyms: beloved, loved one, love of one's life, dear, dearest, dear one, darling, sweetheart, sweet, angel, honey @susanborst
- 5. @susanborst
- 7. Deliver paid ads that are - so cohesive with the page content, - assimilated into the design, and - consistent with the platform behavior … that the viewer simply feels that they belong. @susanborst - IAB Native Advertising Playbook The aspiration
- 10. Evaluating the ad types @susanborst
- 11. Examples of this type of in-feed ad include: BuzzFeed, Gawker, Forbes BrandVoice, and Mashable. The truest aspiration of native… @susanborst
- 13. Focus on in-feed ads @susanborst
- 14. @susanborst 4 main in-feed ad types • story ads (written text) • video ads • app install ads • product ad (aka product listing ad)
- 19. STOP @susanborst
- 21. h.p://staff.onionstudios.com/videos/sponsored-‐content-‐pre.y-‐fucking-‐ awesome-‐1935 h.p://staff.onionstudios.com/videos/sponsored-‐content-‐pre.y-‐fucking-‐ awesome-‐1935
- 23. 3 news verticals @susanborst Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
- 24. Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
- 25. @susanborst 86% Online ads = Necessary Evil 60% More open to stories v. sell Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
- 26. @susanborst 71% 61% 70% Business Entertainment General Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 They’ve seen it
- 27. Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst
- 28. 82% 85% 41% (*whoa!) Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst Business Entertainment General They get that it’s paid for by a brand*
- 29. @susanborst content brand Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
- 30. Beforetheclick... Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst
- 31. Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst
- 32. @susanborst Relevant Authoritative Authentic/ Trustworthy Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
- 33. The “Vogue effect” @susanborst Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
- 34. Brand perceptions Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst
- 35. @susanborst IAB NaJve AdverJsing Playbook
- 36. How are native ads disclosed? (Image used for representaJon only.) @susanborst Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015
- 37. Evaluation Criteria #1 -Primary Disclosure Statement Does ad include typed out Primary Disclosure Statement? Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
- 38. Evaluation Criteria #1 - Primary Disclosure Statement If there is a typed out Primary Disclosure Statement, what is the disclosure language? Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
- 39. Evaluation Criteria #1 - Primary Disclosure Statement If there is a typed out Primary Disclosure Statement, where is the disclosure language found in the ad and is the font size larger, smaller or the same as the ad copy? Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
- 40. Evaluation Criteria #2 - Brand/Company Disclosure Is the brand or company sponsor disclosed? Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
- 41. Evaluation Criteria #2 - Brand/Company Disclosure Is the brand or company sponsor is disclosed, how is it disclosed? @susanborst Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015
- 42. Evaluation Criteria #3 - Shading Does the ad have any shading? -‐ If yes, is it dark, medium or light? Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
- 43. Evaluation Criteria #4 - Lined Border Does the ad have a lined border, either a lined rule above or below or a complete boxed line around it? Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
- 44. Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
- 45. Although specula.ve, what might we expect from FTC guidance on na.ve adver.sing disclosure?
- 46. How does the FTC announce that they are providing formal guidance?
- 47. What, if anything, publishers/marketers/agencies could or should do in an.cipa.on of poten.al guidance being issued for na.ve adver.sing?
- 48. If guidance is issued, how should publishers/marketers/agencies respond?
- 56. @susanborst Relevance – Not working as well
- 57. Iguess it would be ok if Toyota sponsored an article about great road trip recipes...but not something like fracking. Just doesn't fit. Idon't know that brand at all, but I like the article. If Isaw it enough, I might check out the sponsor, but I'm notsure. If I see that the article is written by the sponsor's President or something, that can have a negative effect as it may be more biased. Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst
- 58. Opportunities and Challenges • Scale & Programmatic native • Ad blocking
- 59. Programmatic native Image: Sharethrough @susanborst
- 61. Ad blocking
- 62. Before AdBlock After AdBlock h.p://blog.pubnaJon.com/publishers-‐fight-‐back-‐how-‐the-‐top-‐50-‐websites-‐combat-‐adblock/
- 63. Before AdBlock After AdBlock h.p://blog.pubnaJon.com/publishers-‐fight-‐back-‐how-‐the-‐top-‐50-‐websites-‐combat-‐adblock/
- 64. Native Advertising – Three Take-Aways Relevant Match editorial in style/quality Brands: Know where your ads are being placed when served programmatically. Publishers: Turn away advertisers that don’t fit AuthoritaBve Share your exper6se vs. sell Brands: Resist the urge to ask to have brand claims in your sponsored content. Publishers: Help advertisers adopt a more editorial mindset AuthenBc Be yourself in a transparent fashion Brands & Publishers: Err on the side of transparency – from authorship to disclosure @susanborst
- 65. Thank you. @susanborst Image credit: swellwomen.com