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A breeding ground for commitment and sharingNative Advertising

Amanda Frazier Sr Marketing Manager

@eZdiaNative Advertising

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eZdia.com!More than a content churning machine

@eZdiaNative Advertising

We paired our own cutting edge technology with the passions, skills and resources of our expertly curated team of writers, researches and editors. !!Our content creation platform configures easily to the needs of our customer and each unique project, so we can deliver a cost-effective, scalable content solution that is spot on every time.

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To make the web more readable, engaging and enjoyable by connecting growing eCommerce companies with

the world's most motivated writers.

@eZdiaNative Advertising

Our mission:

Native advertising is a new term, but the approach and concept is not new

at all. !

The elements of native advertising are included in the foundation of

advertising. !

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show an engaging ad

to the right audience

at the right time1. 2. 3.

!4 @eZdiaNative Advertising

– DigiDay

“Advertorial stretches as far back as the late 19th century when John Deere created “The Furrow,” a

magazine to teach farmers how to make more money using John Deere products.

!5 @eZdiaNative Advertising

Native Ad Examples

!6 @eZdiaNative Advertising

• Tumblr Spotlight

• Promoted Images on Instagram

• Branded Captcha

• Promoted Pins on Pinterest

• Targeted Coupons

• Promoted Tweets on Twitter

• Sponsored Stories on Facebook

• Paid Discovery on StumbleUpon

• Promoted Videos on WordPress blogs

Benefits for Advertisers

• Reach a targeted audience

• Amplify content

• Drive revenue through new customers, conversions, and actions.

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Benefits for Publishers

• Create new revenue opportunities

• Promote engaging content

• Increase time-on-site through pages/visit

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Native Ad Forecast Advertisers Expected to Spend $4.57 Billion by 2017

!

• Native ad spend is forecast to grow to $4.57 billion in 2017, up from $1.63 billion in 2012

• Ad dollars spent on native advertising is expected to account for 71% of the total social display ad dollars in 2017

• Increased ad spend in Native Ads has been driven by Facebook & Twitter sponsored posts.

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Nat

ive

Ad F

orec

ast i

n U

S Bi

llions

$0.00

$1.25

$2.50

$3.75

$5.00

% o

f tot

al d

ispl

ay a

d sp

end

0%

20%

40%

60%

80%

2012 2013 2014 2015 2016 2017

Native % of total native spending

$4.57

$3.98

$3.40

$2.85

$2.36

$1.63

71%69%68%

66%63%

54%54%

63%66%

68% 69%71%

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3 Primary Reasons for Native’s Rapid Growth

• Native Ad’s strong response rates vs the sinking response rates of display.

• Very effective channel to reach mobile users

• Publishers looking for new, enticing ways to continue selling more premium-priced placements.

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Promoted Video & Images

Promoted posts

Promoted Places & Listings

Promoted links

Closed Networks Open Networks

Native Advertising Landscape

Open Networks provide opportunity to create and promote the same piece of branded content across multiple native ad platforms.

Closed Networks create and promote content within the confines of the publishers ad platform.

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Response Rate Comparison Native vs Display on Facebook

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Display Ad

In-stream News Feed Ad

Avg CTR 1.2%!Avg CPM $5.48

Avg CTR .04%!Avg CPM $0.24

CTR & CPM data source: InternetRetailer.com!http://www.internetretailer.com/2013/10/17/facebook-ads-click-through-rates-soar-q3

!12 @eZdiaNative Advertising

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32% 19%

of survey participants would share a native ad

with friends & family.

surveyed participants would share a banner ad

with friends & family.

vs

Source: Eye-Tracking and Survey-Based Study by Sharethrough and IPG Media Lab

Shareable Advertising Native vs Display

!13 @eZdiaNative Advertising

Native Ads are Content Hungry

Content created for native advertising must be relevant—to the customer, audience and native ad publisher.

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Reuse your content … again and again and again.

1. Take inventory of your current content.

2. Refresh & build onto your best performing content.

3. Refresh content, write fresh headlines and call-to-actions.

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Golden Rule of Content Marketing

“Delivering your message in different ways, over

time, not only increases retention and impact, but it

gives you the chance to describe what you’re doing

from several angles.” – Seth Godin

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2nd golden rule: !There is power in repeating your message

@eZdiaNative Advertising

Native Content Effectiveness

Do!

• match style and layout of the publishers web site

• use similar call-to-action style as publisher site

• encourage user interaction

• create killer content

• make sure your native placements are labeled as advertisements properly.

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Don’t!

• use rich media, expandable units or animation.

• secure placements similar to standard ad locations used by banner ads (right rail, top & bottom of page)

• create content that doesn’t match your brand style/voice/purpose.

• publish content that is a stretch between your purpose and concepts in the content.

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Build hot topics into your content plan. Here are a few tools to help. !Google keyword planner!find the volume of searches by keyword. !Topsy.com!track and monitor trends in social media and drill down to tweets, images, videos, links and even influencers. !

Postris.com!customize your own dashboard based on your interests. Also helps find what’s trending on a category level. !Frequently Asked Questions!right under your nose, your customers are telling you exactly what they need to know more about. !HashTag.org!shows which hashtags are trending on twitter. !Whatthetrend.com!Find what’s trending on twitter and why.

Content Strategy: Find Trends & Topics

!18 @eZdiaNative Advertising

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7© 2013 eZdia.com - All Rights Reserved.

Customer stage Content typessponsored articles, ad banners that accompany native content, social media posts, infographics

Buyer’s guides, gift guides, white paper, forums

Top 10/best of editorial lists, product reviews, finders

Product use guides, product reviews, free trials, testimonials

Product/accessories updates, how-to’s, blogs, community forums

Content Strategy Align Content with Objective

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Create Content Identify Resources

In-House!

• complete brand voice experience!

• leverage current resources !

• scaling dependent on HR

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Out-Sourced!

• brand training required!

• protects limited in-house resources !

• easily scalable

!20 @eZdiaNative Advertising

“If brands begin to provide truly valuable content, then

consumers will begin to view it as something more than

advertising and form a real connection and that’s where

you want to be.”! - Dustin O’Dell

vs

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Content Quality

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!The performance of your Native Ads are dependent

on the quality of your content.

Higher quality = stronger response

Incentivize Writing Team!!Build incentives for your writing team. In-house or out-sourced to help boost long-term quality & voice excitement in all content. !!eZdia has built in workflow and incentives for every stage.

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Content Cost

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resource hours x hourly rateContent development can be expensive. Each piece of

content can involves many team members: topic & keyword research, writer, editor, QA and creative design.

Use an Outsourced Partner!!An outsourced partner can help provide scalable resources, with budget controls and subject experts beyond your own team bench.

Content Creation Platform!can serve as a:!!• workflow tool!• process manager !• version control

Workflow Tool !!can reduce management costs by 30%

tips for controlling content creation costs

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Content Scalability

!23!23 @eZdiaNative Advertising

1 + 1 (doesn’t always) = 2. Native advertising requires more than just a few pieces of great content. !Complex content strategies require more than 1 or 2 dedicated resources to achieve the content creation process.

Native advertising is a great channel to test content. Easy to test headlines, call-to-actions and landing pages. Start with: • writing alternate headlines (5-20 versions work best) • crafting unique call-to-actions (aim for 3-7) • testing 5 different landing pages.

Improve response, boost effectiveness and budget efficiency.

peak at the eZdia content creation platform dashboard, illustrating current project queue status

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Content Testing

!24!24 @eZdiaNative Advertising

!Version Results:!1) Native Advertising: the land of opportunity or sea of risk 2,000 impressions | 11% response rate 2) Native Advertising: the land of opportunity and risk 2,100 impressions | 11.5% response rate 3) All You Need To Know About Native Advertising 2,100 impressions | 5% response rate 4) Native Advertising: The future of digital advertising explained 2,000 impressions | 6% response rate 5) Native Advertising: The future of digital advertising dissected 1,900 impressions | 10% response rate 6) eZdia’s Native Ads Series: the future of digital advertising 2,000 impressions | 9.5% response rate 7) eZdia’s 6-Part Series: the future of native 2,000 impressions | 4% response rate

Native Ad Series Headline Test: !!Goal: Find most effective headline for Native Ad Series.!!Test guidelines: !!• planned 7 versions of the headline !• delivered all to the same article!• targeted same audience demographics !• ran same number of impressions!• allocated qual budget for all

Winning Title: Native Ads: Land of opportunity or risk?

90 day campaign: !

• no optimizations for first 30 days. Control cost by daily budget

• Optimize into placements with strong response and low-mid cpc

• Keep small number of impressions allocated for minimum & max cpc/cpm placements. Good prospecting grounds

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Optimize & Re-Allocate campaign objective: paid conversions

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30 day campaign:

• Run campaign based on max impression exposure

!• Optimize after day 7.

• Optimize into placements with strongest response

• Turn off campaigns as response drops below minimum response rate goal.

Optimize & Re-Allocate campaign objective: brand visibility

@eZdiaNative Advertising

– Howard Luck Gossage

“The real fact of the matter is that nobody reads ads. People read what interests them.

Sometimes it’s an ad.”

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Thanks for Attending! !!

twitter.com/teammanda!!

www.eZdia.com!linked.com/ezdia!twitter.com/ezdia!

!

@eZdiaNative Advertising

Get in touch anytime