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?
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
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
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:
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YOUR NATIVE AD CAMPAIGN
22. How would the campaign be distributed? Where will it be placed?
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YOUR NATIVE AD CAMPAIGN
Describe your approach with regards to charging the client for the campaign
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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
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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