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NATIVE ADVERTISING
MDIF WORKSHOP @ AXEL SPRINGER | 8 NOV 2018
MATTHEW BUCKLAND
HOW DID WE GET HERE?
THE RISE AND RISE OF NATIVE ADVERTISING
First, some definitions
Agency programmatic
Programmatic offerings across a range
of media (+can include Google, FB).
Usually media agencies, startups
Facebook, Google programmatic
Advertising offerings exclusively by
Google & FB. NOT “Native Advertising”
but in own category
Content marketing
Marketing discipline where brand owns
media as an asset, focuses on owning
media, not renting it
Native Advertising
Brands rent/pay for the placement of
content on platforms outside of their
own media
Digital Agency/Media Agency
Services multiple clients and brands,
offering marketing, advertising &
media. Hire out of ad schools
Brand studios/Native ad studio
Inhouse studio of media company,
bringing together journalism & digital
marketing disciplines. Usually 1X client
VS
VS
VS
14th Century
RENAISSANCE
PRINTING PRESS
1993
FIRST BANNER IS
SOLD
1990s
INTERNET ARRIVES:
MEDIA AMONGST
FIRST PIONEERS
1996
DIGITAL
ASSOCIATIONS
& STANDARDS
(iAB etc)
2004-
GOOGLE ADS
2007-
FACEBOOK ADS
2012..
PROGRAMMATIC
DISPLAY ADS
1900s
MASS MEDIA AGE
OF TV & RADIO
A brief timeline of the
rise & disruption of media
SEARCH, SOCIAL, MOBILE ERAPRE-SOCIAL, SEARCH
Native Advertising
Native Advertising
Media business
model is changing
adapting & innovating
THEPAST
THEFUTURE
DIVERSIFY
REVENUES
PLATFORMS
FORMATS
PAYWALLS SHOW
SUCCESS BEYOND
FINANCIAL MEDIA
…AND ?
A NEW FOCUS ON
QUALITY & COMMUNITY
NOT SCALE
NATIVE
ADVERTISING
INNOVATION IN THE
AGE OF FAKE NEWS
& ADVERTISING
MOBILE &
DESKTOP
DISPLAY AD
INNOVATION
Banner ad revival?
Native Advertising
GOVERNANCE OF
NATIVE ADVERTISING
THE NEED FOR POLICIES, GUIDELINES & RULES
FOR EDITORIAL, COMMERCIAL, READERS & CLIENTS
Guidelines & policies
A collaborative exercise by management with sales & editorial teams
Weed out grey areas/ambiguity, as that creates uncertainty, friction… and mistakes
Establish clear rules & principles, governing core values of editorial independence, reader trust
Establish firm boundaries, rules & examples wrt to display, positioning of Native content
Important where guidelines represented: Visible to all stakeholders, multiple locations
Should involve internal AND external stakeholders
It is important that the organisation is UNITED on these policies
THE 4 PILLARS
EDITORIAL
SALES
AUDIENCE
ADVERTISERS
ALIGNMENT
INTERNAL
STAKEHOLDERS
Organisational
EXTERNAL
STAKEHOLDERS
THE 4 PILLARS
EDITORIAL
SALES
AUDIENCE
ADVERTISERS
ALIGNMENT
Create an NA policy: Establish clear
processes + ground rules. How
identified? Where sits on site? Types
of articles? Approval & sign off?
Weed out ambiguity
Sales team to be trained on benefits,
boundaries, new processes. Must
communicate to client as part of the
sales interaction + part of rate card
Establish trust & transparency with
readers. Explain why you are doing
NA & ensure its clearly marked.
Publish your NA policy online. Never
ever deceive
Manage expectations upfront,
establish clear boundaries &
principles with advertisers. Educate
advertisers. Guidelines on rate card,
contracts/IOs etc
INTERNAL
STAKEHOLDERS
Organisational
EXTERNAL
STAKEHOLDERS
KEY INSIGHTS
IMPORTANCE OF NATIVE ADVERTISING
Types of Native Ads
Native Ad content can be explicit or subtle (but always labelled). Research shows that less explicit call-to-
actions are more effective advertising. FIVE key types:
• Contextual: Content relates to the environment or category in which the sponsor and its potential
customers operate, often exploring and explaining complex issues
• Thought leadership: Content, usually produced by the advertiser, highlights sponsor expertise on topics
that are relevant to a publication’s readership. May involve influencers.
• Tips and advice: Content offers practical tips in areas that may relate to the sponsor’s product
• Promotional or sponsored: Content features the sponsoring organization but may or may not have a
call to action or direct sales pitch. Often content is directly about the organisation
• Independently produced journalism: Advertiser agrees to sponsor content about a topic but has no
influence on what any particular story on the topic will say
SOURCE: TOW-KNIGHT CENTER FOR ENTREPRENEURIAL JOURNALISM
Types of Native Ads
Contextual A computer company writing about a relevant, interesting issue “How
Millennials are shunning offices” or a feature on emerging shared
workspaces in a city. (The company wants to sell computers)
Thought leadership CEO or employee of company or brand writes about merging tech
innovation & trends related to that company’s field as a positioning
exercise. Or a piece with a leading category influencer
Tips and advice Campaign for a home insurance company, offering advice and tips on how
to get the best deal when buying a house and what to look for, or issues
exploring moving house
Promotional or sponsored Advertiser announces the arrival of a new product and a special deal for
readers of publication, not subtle at all
Independently produced
journalism
A technology company commissions media company for a multimedia
feature on “Top 30 tech entrepreneurs in Ecuador” as a positioning exercise
to be associated with excellence
Native Ads best practice
Craft quality: Sponsored content must meet storytelling craft standards, be relevant to audience of
publication. Engaging content more readily shareable. Better to produce inhouse
Tone: Highly promotional stories usually prove ineffective and may heighten public scepticism
Transparency: Clear labelling and explanation of source or sponsor helps allay concerns about
sponsored content
Infrastructure: In-house content creating teams help ensure quality + “fit” with the publication’s
editorial voice and tone. Content supplied by third parties such as sponsors or networks may or may
not be a good fit.
SOURCE: TOW-KNIGHT CENTER FOR ENTREPRENEURIAL JOURNALISM
SOURCE: TOW-KNIGHT CENTER FOR ENTREPRENEURIAL JOURNALISM
Pricing: Develop price structure that takes into account reach, engagement of content, including
production costs. Don’t forget strategy, client management, creative/concept fees. Agencies charge ph.
With exception of promotional content, it’s a premium ad placement.
Expectations & analytics: Set sponsor expectations at outset, including the notion sponsored
content may not be a vehicle for direct sales. Provide custom analytics that prove results.
Multi-platform, multi-format: A native ad campaign should extend beyond your site (eg: Social
media) and use multiple formats to build “pricing menu” for the client
Native Ads best practice
GROUP EXCERCISE
ONGOING SUPPORT, GROUP EXERCISE AND FEEDBACK
TOOLS, RESOURCES, NETWORKING
A major insurance company, Prudential, approaches your media company’s Branded
Studio and asks for a Native Advertising campaign promoting their Home Insurance
product.
Using the StoryFuel Content Matrix generate a branded content campaign, flighted
as a series over a one month period, which encompasses at least FIVE formats and
FIVE content ideas.
REMEMBER: The content needs to be engaging and interesting to readers. The
advertising message need not be explicit.
CREATE A NATIVE AD CAMPAIGN
Native Advertising
Describe your campaign for Prudential’s Home Insurance product:
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
YOUR NATIVE AD CAMPAIGN
How would the campaign be distributed? Where will it be placed?
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
YOUR NATIVE AD CAMPAIGN
Describe your approach with regards to charging the client for the campaign
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………
Based on what you have heard at Native Advertising Days and today’s session,
describe FIVE strategic interventions or changes you will make to further grow
Native Advertising as a revenue stream at your company
1…………..……………………………………………………………………………………………………….
……………………………………………………………………………………………………………………..
2…………..……………………………………………………………………………………………………….
……………………………………………………………………………………………………………………..
3…………..…………………………………………………………………………………………………….…
……………………………………………………………………………………………………………………..
4…………..…………………………………………………………………………………………………….…
……………………………………………………………………………………………………………………..
5…………..……………………………………………………………………………………………………….
……………………………………………………………………………………………………………………..
THE FUTURE
Your Dropbox Toolkit
Native Advertising Trends in News Media - INMA
The Digital Advertising Stats You Need for 2018 – AppNexus
The Rise of Native Ads in Digital News - TOW-KNIGHT CENTER FOR ENTREPRENEURIAL JOURNALISM
IAB “ Native Advertising Playbook “ (an oldie, but a goodie!)
StoryFuel Story Idea Guide – Tell better stories
StoryFuel Content Matrix
Federal trade commission – Native Advertising Guide for Business
CONTACT ME @
twitter.com/matthewbuckland
instagram.com/matthewbuckland
matthew.buckland@mdif.org
THANKYOU

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Native Advertising

  • 1. NATIVE ADVERTISING MDIF WORKSHOP @ AXEL SPRINGER | 8 NOV 2018 MATTHEW BUCKLAND
  • 2. HOW DID WE GET HERE? THE RISE AND RISE OF NATIVE ADVERTISING
  • 3. First, some definitions Agency programmatic Programmatic offerings across a range of media (+can include Google, FB). Usually media agencies, startups Facebook, Google programmatic Advertising offerings exclusively by Google & FB. NOT “Native Advertising” but in own category Content marketing Marketing discipline where brand owns media as an asset, focuses on owning media, not renting it Native Advertising Brands rent/pay for the placement of content on platforms outside of their own media Digital Agency/Media Agency Services multiple clients and brands, offering marketing, advertising & media. Hire out of ad schools Brand studios/Native ad studio Inhouse studio of media company, bringing together journalism & digital marketing disciplines. Usually 1X client VS VS VS
  • 4. 14th Century RENAISSANCE PRINTING PRESS 1993 FIRST BANNER IS SOLD 1990s INTERNET ARRIVES: MEDIA AMONGST FIRST PIONEERS 1996 DIGITAL ASSOCIATIONS & STANDARDS (iAB etc) 2004- GOOGLE ADS 2007- FACEBOOK ADS 2012.. PROGRAMMATIC DISPLAY ADS 1900s MASS MEDIA AGE OF TV & RADIO A brief timeline of the rise & disruption of media SEARCH, SOCIAL, MOBILE ERAPRE-SOCIAL, SEARCH
  • 7. Media business model is changing adapting & innovating THEPAST THEFUTURE DIVERSIFY REVENUES PLATFORMS FORMATS PAYWALLS SHOW SUCCESS BEYOND FINANCIAL MEDIA …AND ? A NEW FOCUS ON QUALITY & COMMUNITY NOT SCALE NATIVE ADVERTISING INNOVATION IN THE AGE OF FAKE NEWS & ADVERTISING MOBILE & DESKTOP DISPLAY AD INNOVATION Banner ad revival?
  • 9. GOVERNANCE OF NATIVE ADVERTISING THE NEED FOR POLICIES, GUIDELINES & RULES FOR EDITORIAL, COMMERCIAL, READERS & CLIENTS
  • 10. Guidelines & policies A collaborative exercise by management with sales & editorial teams Weed out grey areas/ambiguity, as that creates uncertainty, friction… and mistakes Establish clear rules & principles, governing core values of editorial independence, reader trust Establish firm boundaries, rules & examples wrt to display, positioning of Native content Important where guidelines represented: Visible to all stakeholders, multiple locations Should involve internal AND external stakeholders It is important that the organisation is UNITED on these policies
  • 12. THE 4 PILLARS EDITORIAL SALES AUDIENCE ADVERTISERS ALIGNMENT Create an NA policy: Establish clear processes + ground rules. How identified? Where sits on site? Types of articles? Approval & sign off? Weed out ambiguity Sales team to be trained on benefits, boundaries, new processes. Must communicate to client as part of the sales interaction + part of rate card Establish trust & transparency with readers. Explain why you are doing NA & ensure its clearly marked. Publish your NA policy online. Never ever deceive Manage expectations upfront, establish clear boundaries & principles with advertisers. Educate advertisers. Guidelines on rate card, contracts/IOs etc INTERNAL STAKEHOLDERS Organisational EXTERNAL STAKEHOLDERS
  • 13. KEY INSIGHTS IMPORTANCE OF NATIVE ADVERTISING
  • 14. Types of Native Ads Native Ad content can be explicit or subtle (but always labelled). Research shows that less explicit call-to- actions are more effective advertising. FIVE key types: • Contextual: Content relates to the environment or category in which the sponsor and its potential customers operate, often exploring and explaining complex issues • Thought leadership: Content, usually produced by the advertiser, highlights sponsor expertise on topics that are relevant to a publication’s readership. May involve influencers. • Tips and advice: Content offers practical tips in areas that may relate to the sponsor’s product • Promotional or sponsored: Content features the sponsoring organization but may or may not have a call to action or direct sales pitch. Often content is directly about the organisation • Independently produced journalism: Advertiser agrees to sponsor content about a topic but has no influence on what any particular story on the topic will say SOURCE: TOW-KNIGHT CENTER FOR ENTREPRENEURIAL JOURNALISM
  • 15. Types of Native Ads Contextual A computer company writing about a relevant, interesting issue “How Millennials are shunning offices” or a feature on emerging shared workspaces in a city. (The company wants to sell computers) Thought leadership CEO or employee of company or brand writes about merging tech innovation & trends related to that company’s field as a positioning exercise. Or a piece with a leading category influencer Tips and advice Campaign for a home insurance company, offering advice and tips on how to get the best deal when buying a house and what to look for, or issues exploring moving house Promotional or sponsored Advertiser announces the arrival of a new product and a special deal for readers of publication, not subtle at all Independently produced journalism A technology company commissions media company for a multimedia feature on “Top 30 tech entrepreneurs in Ecuador” as a positioning exercise to be associated with excellence
  • 16. Native Ads best practice Craft quality: Sponsored content must meet storytelling craft standards, be relevant to audience of publication. Engaging content more readily shareable. Better to produce inhouse Tone: Highly promotional stories usually prove ineffective and may heighten public scepticism Transparency: Clear labelling and explanation of source or sponsor helps allay concerns about sponsored content Infrastructure: In-house content creating teams help ensure quality + “fit” with the publication’s editorial voice and tone. Content supplied by third parties such as sponsors or networks may or may not be a good fit. SOURCE: TOW-KNIGHT CENTER FOR ENTREPRENEURIAL JOURNALISM
  • 17. SOURCE: TOW-KNIGHT CENTER FOR ENTREPRENEURIAL JOURNALISM Pricing: Develop price structure that takes into account reach, engagement of content, including production costs. Don’t forget strategy, client management, creative/concept fees. Agencies charge ph. With exception of promotional content, it’s a premium ad placement. Expectations & analytics: Set sponsor expectations at outset, including the notion sponsored content may not be a vehicle for direct sales. Provide custom analytics that prove results. Multi-platform, multi-format: A native ad campaign should extend beyond your site (eg: Social media) and use multiple formats to build “pricing menu” for the client Native Ads best practice
  • 18. GROUP EXCERCISE ONGOING SUPPORT, GROUP EXERCISE AND FEEDBACK TOOLS, RESOURCES, NETWORKING
  • 19. A major insurance company, Prudential, approaches your media company’s Branded Studio and asks for a Native Advertising campaign promoting their Home Insurance product. Using the StoryFuel Content Matrix generate a branded content campaign, flighted as a series over a one month period, which encompasses at least FIVE formats and FIVE content ideas. REMEMBER: The content needs to be engaging and interesting to readers. The advertising message need not be explicit. CREATE A NATIVE AD CAMPAIGN
  • 21. Describe your campaign for Prudential’s Home Insurance product: …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… YOUR NATIVE AD CAMPAIGN
  • 22. How would the campaign be distributed? Where will it be placed? …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… YOUR NATIVE AD CAMPAIGN Describe your approach with regards to charging the client for the campaign …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………
  • 23. Based on what you have heard at Native Advertising Days and today’s session, describe FIVE strategic interventions or changes you will make to further grow Native Advertising as a revenue stream at your company 1…………..………………………………………………………………………………………………………. …………………………………………………………………………………………………………………….. 2…………..………………………………………………………………………………………………………. …………………………………………………………………………………………………………………….. 3…………..…………………………………………………………………………………………………….… …………………………………………………………………………………………………………………….. 4…………..…………………………………………………………………………………………………….… …………………………………………………………………………………………………………………….. 5…………..………………………………………………………………………………………………………. …………………………………………………………………………………………………………………….. THE FUTURE
  • 24. Your Dropbox Toolkit Native Advertising Trends in News Media - INMA The Digital Advertising Stats You Need for 2018 – AppNexus The Rise of Native Ads in Digital News - TOW-KNIGHT CENTER FOR ENTREPRENEURIAL JOURNALISM IAB “ Native Advertising Playbook “ (an oldie, but a goodie!) StoryFuel Story Idea Guide – Tell better stories StoryFuel Content Matrix Federal trade commission – Native Advertising Guide for Business