native advertising & sponsored content - a new opportunity

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Native Advertising / Sponsored Content:A New Opportunity Area

Kelly Benish, VP of Sales & Marketing, Search Influence

Who Am I? I work here. I blog here.

I volunteer here. And here.

I have a history in:

Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey

Everybody’s Talking About it

Everybody’s Talking About it

Image Source: http://www.dailymail.co.uk/femail/article-2027239/Lucy-Cavendishs-Gossip-Diary-Women-spend-5-hours-day-tittle-tattling-says-survey.html

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Gee, I’m just so confused!

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What are you Talking About?

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Oh My!

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Native Ads, Content Marketing,

Advertorial…

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Advertorial Native Ads Content Marketing

Sponsored Content Camo for content Buzzword for SEO

Obviously paid for it Actionable Content Drives Traffic

Sales-oriented Advertorial-esque Brand Promotion

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Nobody reads ads, people read what

interests them. Sometimes, it’s an ad.

- Howard Gossage

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Why do you Want to do it?

• eMarketer’s estimated $2.55 billion from Native Ads in 2015.

• 59% of media buyers say native ads are very important. – Solve Media

• 70% of consumers prefer getting to know a company via articles rather than advertisements. - INMA

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Money, money, money!

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Native Advertising 101

• Promotes Content• Choice• Visually Integrated• Denoted as paid• Branded

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Loving this rumble seat!

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• Branding = conversion• Savvy customers – Don’t like display

• Revenue-driving experience• Engage users with content• Leverage customer attention

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Why Native Ads?

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Concerns

• Scale• Timeliness• Oversaturation risk

• Conversion• Guidelines• Tracking data

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Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey

Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey

Social Bookmarking

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Native Social Advertising & Promotionof all web traffic comes from shared content

20%

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InfographicsGet More Leads!

Image Source: http://www.newsday.com/long-island/li-life/doris-lentini-s-photos-show-how-long-island-lived-1.2413195

Viral Infographics

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Golly, those are some

great results!

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WHITEPAPERSQuality Content Earns Leads.

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SPONSORED BLOG POSTSHidden Advertising Opportunities.

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Everyone’s Doing it…(almost)

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How Should I Package Native Advertising?

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But…Are They Doing it Right?

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The Anatomy of Native Advertising

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Guidelines to Native Advertising

• It’s not only about impressions and visits– Connecting the brand to the content– Connecting the content to the consumer

• You need a content team – (A skilled content team)– (That can scale)• 54% of brands don’t have an in-house person

dedicated to creating content – e-marketer

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Show me the Proof

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Not All Updates Are Equal

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Facebook Ad Effectiveness

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That’s Pretty Convincing Proof

You’ve Got There!

Image Souhttp://jake-weird.blogspot.com/2011/01/happy-birthday-stephen-bogart_06.htmlrce:

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My Longevity is Due to my Good

Timing-Tony Curtis

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SEARCH INFLUENCEScalable Solutions Powered by Experts

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About Search Influence

White label online solutions provider.

We have a huge, talented team.

We are located in a fun city.

Tons of expertise.

And honors.

We’re growing. (exponentially)

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We’ll take care of all the heavy

lifting

Ayyyyy!

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As Seen In:

Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey

About Will Scott, CEO• First website online in 1994

• Deployed over 2,500 customized web sites in 18 months (with a production staff of only 12).

• Former Vice President of YPsolutions (acquired by Local Matters)

• Online directory vendor to 20 independent Yellow Pages

• Deployed over 300 online yellow pages / year with print “look and feel”

• Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 months

• Uniquely qualified to help media companies’ online products

Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey

Search Influence Leadership Team

Angie ScottFounder / COO

Kelly BenishVP Sales & Marketing

Luke LedetLead Developer

Steve MaloneyContent / Production

Manager

Paula KellerDirector of Account

Management

Jeremy Brown Operations Manager

Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey

Make Your Clients Love you…(even more than they already do!)

Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey

Existing Partners

Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey

Thank you!

Kelly Benish• searchinfluence.com/blog• Kbenish@searchinfluence.com• twitter.com/LoKellSearch• www.Linkedin.com/KellyBenish