flipbook presentation - native advertising
TRANSCRIPT
![Page 1: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/1.jpg)
NATIVEA D V E R T I S I N G
<a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Tirachard - Freepik.com</a>
By: Jessica Gizuk
![Page 2: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/2.jpg)
T H E Y B L I N K . T H E Y F O L L O W . T H E Y I R R I T A T E . "
What's wrong with advertisements?
"
[10]
![Page 3: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/3.jpg)
"
[1]
"I don't know if there are any
generations that love advertising"
[3]-Steve Patrizi, VP of Marketing and Revenue at Imgur
<a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Creativeart - Freepik.com</a>
![Page 4: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/4.jpg)
-
$21.8 billion of advertising
revenue was blocked
in 2015.<a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Kues1 - Freepik.com</a>
[10]
![Page 5: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/5.jpg)
" Web advertising revenues
are falling and no one seems to
have a solution that would
keep readers happy while
allowing advertisers and
publishers to make a profit."
THE AGE OF AD BLOCK
[8]
<a href="http://www.freepik.com/free-photos-vectors/business">Business image created by Kaboompics - Freepik.com</a>
![Page 6: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/6.jpg)
What does this mean for the future of
online advertising?
<a href="http://www.freepik.com/free-photo/desk-with-a-laptop-a-cup-of-coffee-and-a-calendar_878794.htm">Designed by Freepik</a>
![Page 7: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/7.jpg)
NATIVE ADVERTISING
"Publishers aspire to deliver 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." [9]
![Page 8: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/8.jpg)
<a href="http://www.freepik.com/free-photos-vectors/business">Business image created by Pressfoto - Freepik.com</a>
“Ads ‘go native’ in the sense
that they’re created for the
editorial surroundings” [5]
- Paul Keers, London Bureau Chief, White Light Media
![Page 9: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/9.jpg)
"Their reaction should be the same as if they clicked on editorial content.” [5]
- Nathan Lump, director of branded content at Condé Nast
<a href="http://www.freepik.com/free-photos-vectors/business">Business image created by Katemangostar - Freepik.com</a>
![Page 10: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/10.jpg)
“Brands are everywhere,
and have now leaked into
what has been traditionally
the editorial space – not
just the content, but the
look and feel of the
content.” [3]
- David Hallerman, eMarketer Analyst, cited in The New York Times
<a href="http://www.freepik.com/free-photos-vectors/background">Background vector created by Photoroyalty - Freepik.com</a>
![Page 11: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/11.jpg)
Types of Native Advertising
[7]
Promoted Listings
In-Feed Units
- Products included in a list of results designed by the company
- Example: "Sponsored Products"
- Currently used by companies including Google and Amazon
- Articles, written using an editorial style, promoted in the general
section of a publication
- Articles may have a guaranteed placement in the publication
- Example: "Sponsored by..."
- Currently used by companies including Buzzfeed and Twitter
![Page 12: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/12.jpg)
Types of Native Advertising
Recommended Widgets
Paid Search Units
- Sponsored advertisements located alongside recommended
articles for the column
- Example: "You might enjoy..."
- Sponsored search results
- Guaranteed placement, often near the top of the list for higher
viewing rates
- Example: "Advertisements related to..."
- Currently used by search engines [7]
![Page 13: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/13.jpg)
say native advertising is here to stay
said their companies will increase their
native advertising budgets
said their company used native advertising
in the past year
72%
58%
63%
58%
[1]
![Page 14: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/14.jpg)
"Native video ads are proven to
drive results, including high view
rates, as well as boosting brand
metrics such as favorability and
purchase intent."
<a href="http://www.freepik.com/free-photos-vectors/business-card">Business card image created by Katemangostar - Freepik.com</a>
- Brad Piggott, VP &
Industry Lead of
Autos at Yahoo
[6]
![Page 15: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/15.jpg)
“Upworthy said its
native ads did 38
times better than
the industry
standard for social
content”<a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Creativeart - Freepik.com</a>
[2]
![Page 16: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/16.jpg)
<a href="http://www.freepik.com/free-photos-vectors/background">Background image created by Evening_tao - Freepik.com</a>
57 % of millennials are
willing to check out
sponsored online content,
as long as it's interesting. [5]
![Page 17: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/17.jpg)
“Marketers that rely on
deceiving consumers may see
short-term benefits, but are
unlikely to be rewarded with
lasting consumer
relationships."
<a href="http://www.freepik.com/free-photos-vectors/business">Business image created by Pressfoto - Freepik.com</a>
[4]
![Page 18: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/18.jpg)
“Effective native
advertising does not
principally rely on secrecy
or deception”
<a href="http://www.freepik.com/free-photos-vectors/gold">Gold image created by Freepik</a>
[4]
![Page 19: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/19.jpg)
[4]
<a href="http://www.freepik.com/free-photos-vectors/business">Business image created by Pressfoto - Freepik.com</a>
Business ethics must
be considered when
producing native
advertisments
![Page 20: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/20.jpg)
Traditional advertising methods have been
replaced. Advertising is now about producing
stories that engage readers beyond website links. [7]
<a href="http://www.freepik.com/free-photos-vectors/technology">Technology vector created by Freepik</a>
![Page 21: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/21.jpg)
[7]
The future of native advertising is to be decided by consumers
and professionals at large.
<a href="http://www.freepik.com/free-photos-vectors/business">Business vector created by Freepik</a>
![Page 22: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/22.jpg)
W O R K S C I T E D[1] AdWeek Staff. “Infographic: Native Advertising Grows Despite Budget and Transparency Concerns.”
AdWeek, 16 Feb 2015, http://www.adweek.com/digital/infographic-native-advertising-grows -
despite-budget-and-transparency-concerns-162963/. Accessed 25 Feb. 2017.
[2] Castillo, Michelle. “Emotional and Effective, Upworthy’s Native Ads Have Brought in More Than $10
Million for the Site.” AdWeek, 20 Feb 2015, http://www.adweek.com/digital/emotional-and-
effective-upworthys-native-ads-have-brought-more-10-million-site-163041/. Accessed 25 Feb.
2017.
[3] Castillo, Michelle. “Secrets to advertising to an anti-advertising generation.” CNBC, 27 Apr 2016,
http://www.cnbc.com/2016/04/27/secrets-to-advertising-to-an-anti-advertising-generation.html.
Accessed 27 Feb. 2017.
[4] Campbell, Colin, and Lawrence Marks. “Good native advertising isn’t a secret.” Business Horizons, vol.
58, no. 6, 2015, http://www.sciencedirect.com.proxy.queensu.ca/science/article/pii/S0007681315
00084. Accessed 25 Feb. 2017.
[5] Griner, David. “Infographic: What Millennials Want From Native Ad Content.” AdWeek, 17 Mar 2015,
http://www.adweek.com/creativity/infographic-what-millennials-want-native-ad-content-163526/.
Accessed 25 Feb. 2017.
[6] Johnson, Lauren. “How Jeep Got Tech Geeks and Lifestyle Enthusiasts to Watch Its Ads on Yahoo.”
AdWeek, 16 Dec 2015, http://www.adweek.com/digital/how-jeep-got-tech-geeks-and-lifestyle
-enthusiasts-watch-its-ads-yahoo-168663/. Accessed 25 Feb. 2017.
[7] Manic, Marius. "The Rise of Native Advertising." Bulletin of the Transilvania University of
Brasov.Economic Sciences.Series V, vol. 8, no. 1, 2015, pp. 53-58 ABI/INFORM Global;
Business Premium Collection, https://search-proquestcom.proxy.queensu.ca/docview/16924791
75?accountid=6180. Accessed 26 Feb. 2017.
![Page 23: Flipbook presentation - Native Advertising](https://reader031.vdocuments.site/reader031/viewer/2022022205/58ce8b1b1a28ab210a8b7947/html5/thumbnails/23.jpg)
W O R K S C I T E D[8] Mortished, Carl. "Readers have declared war on publishers." Globe & Mail [Toronto, Canada], 3 July
2015, p. B2. Canadian Periodicals Index Quarterly, go.galegroup.com.proxy.queensu.ca/ps/i.do?
p=CPI&sw=w&u=queensulaw&v=2.1&it=r&id=GALE%7CA420327989&asid=345009df25ee25d5
6f665fc1f29036f5. Accessed 1 Mar. 2017.
[9] “The Native Advertising Playbook.” IAB, 4 Dec 2013, http://www.iab.net/media/file/IAB-Native-
Advertising-Playbook2.pdf. Accessed 26 Feb. 2017.
[10] Rosenwald, Michael. “The digital media industry needs to react to ad blockers … or else.” Columbia
Journalism Review, Sept/Oct 2015, http://www.cjr.org/business_of_news/will_ad_blockers_kill_
the_digital_media_industry.php. Accessed 27 Feb. 2017.