This is my presentation from Kreativitet&Kommunikation seminar on native advertising in Copenhagen on May 20 2015. It's both an overview of what's going on with native in Sweden and some key insights from PostNord's work with native advertsing. I've added comments to the slides were needed

1. State of native
advertising in Sweden
2015-05-20 PONTUS STAUNSTRUP
Here are the slides from my
presentation at Kreativ &
Kommunikation in
Copenhagen on May 20. I’ve
added these boxes with
explanatory text. Enjoy!

2. Who am I?
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• Strategist – digital/content/social media/native
• Digital content strategy/social media PostNord Group

3. What is native advertising?
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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.
”
”
Source: http://www.iab.net/media/file/IAB-Native-Advertising-Playbook2.pdf

4. My take
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• Not just fit on the platform in a
visual sense – Also have the
same quality as editorial content
• It’s paid, and that must be
transparent, yet the audience
should feel that it ads real value

5. A broad concept
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• In-feed units
• Paid search
• Recommendation widgets
• Promoted listings
I will focus on native ads on news media platforms

6. Loved by brands and media outlets
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Media outlets:
• Decline in interest/traffic
• ”Nobody” wants to pay for news
• Traditional ad revenue diminishing
Brands:
• Need to break through increasing noice
• Traditional paid media less efficient
• Access to large audience

7. Ethical debate
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• Tricks the visitor (primarily lack of
clear markings)
• Threatens integrity of newsroom
• Erodes confidence in media outlets
I’ve tried to summarize some of the key
arguments from those that don’t think native
advertsing is a good idea

8. Often used example
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Critics: Looks like editorial
content
My point: Didn’t the problem
begin a lot earlier?
In Sweden this example has been used a
lot, I guess because there is a lack of
local equivalents

9. Win-win-win
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Media outlets:
• Revenue
• Develop new business models
• Opportunity to try new things
Brands:
• Audience
• Opportunity to share stories
• Drive traffic to own sites
Users:
• Continued access to outlets
• Access to interesting stories
• Easy access to relevant content
The way I see it native advertising, if
done well, can be beneficial to users,
media and brands alike

10. Clear markings are key
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Source: http://digiday.com/publishers/5-charts-show-problem-native-ad-disclosure/

11. How our ads are marked
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Our native content is very clearly marked,
both on desktop and mobile

12. Non-CMS native
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Some of the native ads are done outside
the CMS, which creates the challenge that
you have to pull the user off the platform

13. Omni + SEB
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An example of successful native in Sweden. SEB
(bank) on Omni (mobile first news aggregator)

14. Omni + SEB
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Only when you’ve
read the full story, or
a large part of it are
you invited to exit to
their own site or sign
up for a newsletter

15. SvD + Canon
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Another example I really like is
Canon on the SvD platform. Good
integration and nice use of film

16. DN + Eon
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A lot of native ads, so far, has focused
only on own expertise and hands-on tips,
like this from Eon (energy) on DN

17. 15-05-31 17
PostNord Sweden:
Native advertising on di.se
(Dagens Industri - leading
financial daily)

18. Why Dagens industri?
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• Clear presence of our target audience:
B2B managers and influencers
• More than 1 million unique visitors/day
• Good reputation – Great newsroom

19. Purpose
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• Increase awareness about brand and
offerings
• Show expertise in relevant areas: E-
commerce, Logistics, Communication
services
• Drive traffic to our own websites

20. Set-up
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• Internal content team and content agency
• PN: topics, messaging, expertise, analysis
• Agency: editors/content producers and
topical knowledge
• Editors/reporters working in newsroom
• Content fully integrated into CMS
• Very close cooperation on everyday basis

21. Process
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• Weekly meetings: ideation, analysis,
breakdown of stats etc
• Daily contact between editors and content
team: tweaking headlines, images etc,
looking at traffic
• Daily follow up with stats: on site and
links to our websites, reception in social
channels etc

22. Types of content
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• Focused interviews with our customers,
talking about relevant topics
• Tips and tricks, advice (5 ways to
increase….)
• Tie-in with reports, events (E-commerce
in the Nordics)
• Interviews with experts on trends,
innovation etc

23. Format
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Text and image or film in integrated player

24. Angle
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• Very focused on providing useful insights
to our target audience
• Always have a customer, an outside
experts etc provide insights.
• Combine with our own experts

25. Results
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• Very positive from target audience and
users in general
• High level of interest from both existing
and potential customers
• Goals of increasing awareness and lead
generation have been met
• Good levels of traffic, both in terms of
time spent and clicks

26. Key learnings
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• Serious commitment in terms of
resources needed – it’s a lot of work
• Brand has to be very involved – this does
not run on auto-pilot
• Constantly tweak, improve and learn
• Understand and respect the media outlet
– what works on this particular platform

27. 15-05-31 27
There are two kinds of native
content: There’s content I want
to read, and content I don’t.
Seth Godin
”
”

28. Future of native
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It will be very interesting to see what
Facebook’s Instant articles does for
native, since media outlets also can
use it for sponsored stories

29. Future of Native
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• Treated well it’s a sustainable model
• Biggest threat is low quality content
• Biggest upside – opportunity for brands
and media outlets to really expand on
how we tell stories and interact with news

30. 15-05-31 30
Got a question?
pontus.staunstrup@postnord.com
@PStaunstrup