Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

How Native Advertising Can Boost Content Marketing

481 Aufrufe

Veröffentlicht am

Less than 40% of marketers think their content marketing is effective. So how can you increase your reach to make sure all the great content you create gets enough attention? Native advertising has emerged as a powerful way to get your content in front of your target audience (and build your brand).

Join ScribbleLive and Nativo as we take a closer look at:
How to make the most of your content resources
Types of native ads, plus pros and cons
When to use native advertising

Veröffentlicht in: Marketing
  • Als Erste(r) kommentieren

How Native Advertising Can Boost Content Marketing

  1. 1. HOW NATIVE ADVERTISING CAN BOOST CONTENT MARKETING
  2. 2. AGENDA + SPEAKERS The problems content marketers + advertisers face How native ads can help When to use native ads George Carney, Nativo Sr. Vice President, Sales @vivsavagesf Ural Cebeci, ScribbleLive VP of Marketing @uralcebeci 1 2 3 2
  3. 3. THE PROBLEM 3
  4. 4. TRADITIONAL DIGITAL ADS AREN’T ENOUGH AD BLOCKINGBANNER BLINDNESS 86% UNSEEN $9.7 B WASTED 4 Source: InfoLinks1 | BusinessInsider2
  5. 5. DIGITAL MARKETING ECOSYSTEM IS CHANGING 5 Native Ads Content Marketing
  6. 6. THERE’S MORE CONTENT, BUT THE AUDIENCE ISN’T GROWING Avg. time with digital media per day in the U.S. (Nielsen) Exabytes of data created (BI Intelligence) 6
  7. 7. CONTENT MARKETERS DON’T ALWAYS CONNECT (The numbers for b2b and b2c are similar.) Overall, how effective is your organization at content marketing? 38% SAY THEY ARE EFFECTIVE
  8. 8. SO, HOW CAN YOU REACH YOUR AUDIENCE?
  9. 9. START BY CREATING GREAT CONTENT 9
  10. 10. 90% OF PUBLISHERS HAVE NATIVE OFFERINGS FOR CONTENT 10
  11. 11. 11 “…native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer.” – IAB Native Advertising Playbook “…native doesn’t merely fit into the stream of a publisher’s user experience in terms of design – it fits with the publisher’s value proposition in terms of content.” – Pandodaily WHAT IS NATIVE ADVERTISING? BRAND CONTENT THAT LOOKS, FEELS, AND BEHAVES LIKE PUBLISHER EDITORIAL, PRESERVING THE EXPECTED CONSUMER EXPERIENCE.
  12. 12. • Thumbnails or text • Located in between paragraphs or bottom of the page • “You May Like”, “Around the Web”, “Recommended for you” • Redirects users off the site PROS: ✓ Loosely Matches Form ✓ Easy setup ✓ Can be purchased programmatically ✓ Looks like content is recommended by site ✓ Can be a good fit for DR campaigns ✓ In-depth analytics and performance metrics CONS: ❌ Does NOT match Function or Integration ❌ Little control over neighbor advertisers ❌ Typically lives on remnant inventory ❌ Functions like a banner ad ❌ High bounce rates TYPE 1: RECOMMENDATION WIDGETS 12
  13. 13. • Located “in-feed” / within the editorial well • “Promoted by”, “Sponsored by”, “Brand Partner” • Redirects users off the site PROS: ✓ Always matches Form ✓ Can be a good fit for both Branding and DR ✓ Can be bought programmatically with companies like Yahoo! CONS: ❌ Does NOT match Function ❌ Not always contextually relevant ❌ Functions like a banner ad ❌ High bounce rates TYPE 2: LINKED IN FEED 13 IN FEED CLICK-OUT
  14. 14. • Located “in-feed” / within the editorial well • “Promoted by”, “Sponsored by”, “Brand Partner” PROS: ✓ Always matches Form & Function ✓ Non-Interruptive / Organic Discovery ✓ Users engage within the site where they’re already consuming content ✓ Great at driving upper funnel, high touch brand performance ✓ “Blank Canvas” with ability to embed, iframe and more CONS: ❌ NOT a DR vehicle ❌ NOT a traffic driving play ❌ Content creation can take time (Owned or licensed is a faster alternative) TYPE 3: ENDEMIC IN FEED (TRUE NATIVE) 14
  15. 15. 15 WHAT CONTENT MARKETERS NEED TO KNOW ABOUT NATIVE ADVERTISING
  16. 16. 1. CONSUMERS LIKE IT
  17. 17. 17 Source: ScribbleLive study. FAVORITE CONTENT TYPES BY AGE
  18. 18. HOW CONSUMERS FEEL ABOUT AUTHORSHIP Are consumers more or less likely to trust content when it comes from a brand instead of a traditional publisher? Sources: ScribbleLive study 18
  19. 19. CONSUMERS LIKE NATIVE ADVERTISING 70% 90sec Longer Attention Time Prefer getting to know a company via articles rather than ads 19
  20. 20. BUT BE TRANSPARENT! Consumers (and the FTC) want proper disclosure on native ads and branded content. In an experiment: • Under 8% -- were able to identify native advertising as paid marketing. • Consumers are 7x more likely to identify paid content as a native ad when it is marked with terms like “advertising or “sponsored content” than if it carries terms like “brand voice” or “presented by.” Source: *Study by researchers at Grady College in Georgia, published in the December issue of the Journal of Advertising 20
  21. 21. 2. MAKE THE MOST OF CONTENT RESOURCES
  22. 22. 22 GREAT CONTENT TAKES A BIG INVESTMENT • RESEARCH • DESIGN • WRITING • PR PUSH • SOCIAL MEDIA
  23. 23. 23 REUSING CONTENT EXTENDS YOUR REACH
  24. 24. 24 BUT NATIVE TAKES IT TO THE NEXT LEVEL
  25. 25. JULY AUGUST OCTOBER OWNED • Brand Site Content • Email • Social PAID • Native • Paid Social • SEM EARNED • PR/Thought Leadership SEPTEMBER NOVEMBER DECEMBER HOW PAID DISTRIBUTION FITS IN
  26. 26. 3. HOW TO INCORPORATE NATIVE INTO A CONTENT STRATEGY
  27. 27. “CONTENT IS KING.” - Bill Gates, Microsoft (1996)
  28. 28. “IF CONTENT IS KING, DISTRIBUTION IS QUEEN AND SHE WEARS THE PANTS.” - Jonathan Perelman, VP Agency Strategy Buzzfeed
  29. 29. 29 TESTING WHICH CONTENT DELIVERS THE MOST ENGAGEMENT 5X Performance improves A/B TEST ACROSS  Headlines  Preview Images  Content  Publisher Sites  Devices
  30. 30. 30 WHAT WINNING TESTS LOOK LIKE TOP BOTTOM Viewable Impression 1,821,181 CTR 2.59 % Viewable Impression 3,197 CTR 0.53 % Viewable Impression 54,900 CTR 2.44 % Viewable Impression 30,909 CTR 1.87 % Viewable Impression 4,833 CTR 0.58 % Viewable Impression 1,421 CTR 0.63 %
  31. 31. 31 THE VIRTUOUS CYCLE
  32. 32. 4: HOW NATIVE HAS AN IMPACT
  33. 33. LIKELIHOOD CONSUMERS USE CONTENT TO MAKE MAJOR PURCHASE DECISIONS 33
  34. 34. TYPICAL CONTENT MARKETING CONVERSION PATHS LEAD GEN NURTURE SALESENGAGE On your site (or owned social) Email/SocialHigh-value gated content B2B TAG/ FOLLOW RETARGET or SOCIAL CONVERTENGAGE On your site (or owned social) Anywhere on internet On your site, or 3rd party B2C 34
  35. 35. USING NATIVE ADS TO ENABLE RETARGETING TAG RETARGET CONVERTENGAGE Anywhere Anywhere On your site 35
  36. 36. By leveraging native ads to build a remarketing audience, a travel company achieved the same ROAS as they received with paid campaigns sending traffic to its own website. CASE STUDY: 36 AS EFFECTIVE AS 1ST PARTY DATA Beyond Engagement with Brand Content Travel Company
  37. 37. QUESTIONS?

×