native advertising a gamechanger or just common sense
TRANSCRIPT
Native advertising,
a gamechanger or just common sense?
“The Future of Online Advertising”
San Marco Village | 31-03-2015
Wie is Rik?
LinkedIn : https://www.linkedin.com/in/riklagey
Twitter : @rik_lagey
Agenda
1. Advertising?
2. The digital landscape is changing
3. Advertising is changing
4. Native content? Native advertising?
5. Advantages of native advertising
6. Just Native advertising won’t work
7. The gamechanger is in the overal approach
8. Get inspired
9. Conclusions
1. Advertising
Advertising (or advertizing) is a form
of marketing communication used to
persuade an audience to take or continue
some action, usually with respect to a
commercial offering, or political or
ideological support.
*Wikipedia
Lucky me!
The other speakers before me should
have explained you all about online
advertising
So I can focus on Native Advertising
2. The digital landscape is changing
First, let’s go back 15 years….
2000
2. The digital landscape is changing
… towards how it looks
today in 2015!
2015
• Complex!
• Where to start?
• Where is my audience?
But notice, today it all
starts with CONTENT
3. Advertising is changing
Consumers
Moved from (news)portals... to search... to social
Are today looking to discover, engage, and share content
Brands
Moved from Brand Recognition -> Brand Experience -> Brand Endorsements
Today, great Brands are acting like publishers to make their content engaging and
sharable to generate true word of mouth marketing.
4. Native content? Native advertising?
Native AdvertisingAdvertising integrated in such a way
on a site, that it feels as an integral part
of the website
Native Content ‘Creative’ campaigns
Native Content
‘Neutral’ content made around brand values or elements of an advertising campaign, without
mentioning explicitlythe brand or the campaign
4. Native content? Native advertising?
Native Content
4. Native content? Native advertising?
De waarden van Je BRAND en haar
producten en diensten vertalen in neutrale
content die mensen willen delen via
sociale media.
Omdat ze interessant, relevant,
entertaining of gewoonweg cool en
fun zijn
5. Advantages of native advertising
10%Of US publishers to
offer native ads in
2014
61%Of advertisers give
preference to
integrated sponsored
content over
traditional ads
only 15%Of internet users
consider that display
ads are well
integrated
30%Estimated share of
adspend as of today
$4.57BExpected adspend in
2017 - 40% thereof in
social media
80%Of publishers and
agencies agree that
native ads are just
better ads
Sponsored content for a less interruptive, better integrated consumer influence
Sources : IPG Media Iab
Native ads integration into user experience allow for engagement rates and overallimpact well beyond those of display ads.
… vs display
+30% in social Sharing +18%
in brand lift
And purchase
intent
+50% Top of mind
from
1 to3% CTR increase
Sources : IPG Media Iab
5. Advantages of native advertising
6. Just Native advertising won’t work
So, the power is in…
The right blend!
Remember the 3 tactics!
1. Brand Recognition
2. Brand Experience
3. Brand Endorsements
Enhance the power of each tactic by blending them
If your consumer or prospect doesn’t know your brand, he will less
click on & interact with your native advertising formats…
You do need Brand Recognition! (Display advertising and others)
If your consumer or prospect didn’t had an outstanding Brand
experience, he will not endorse your Brand and native ads…
You need to take care of Brand Experience! (Customer centric
driven approach)
7. The gamechanger is in the overal approach
It’s in the overall approach!
What are we, as a consumer,
searching for on the net today?
• Publicity?
• Ads?
• “Our product is the best”-
stories?
• Look how great we are?
Don’t think so!
We’re looking for content!
- That helps us
- That inspires us
- Recommendations
- About topics we like
- Daily use
- …
Viral Shares
Content made
for Brands
Facebook Box
Advertiser
Twitter Box
Advertiser
How does it work?
• We create content around your
brand-values or your campaign
• Your content is viewed in-house on
the newsmonkey domain.
• The content needs to be within the
tone of voice of the site: “cool,
interesting and/or fun”.
8. Get inspired
Newsmonkey case
Partner
Channel Page
Wallpaper
Twitter and
Facebook page
How does it work?
• As an Advertising
Partner, we give you
a specific channel.
• Your channel stays 6
months online
8. Get inspired
8. Get inspired
Newsmonkey case
8. Get inspired
When does Native Advertising go viral?
IDENTIFICATION / COMMUNITY
OUTRAGE
NOSTALGIA
8. Get inspired
CREATIVE FORMATS
8. Get inspired
CREATIVE FORMATS
8. Get inspired
CREATIVE FORMATS
8. Get inspired
CREATIVE FORMATS
8. Get inspired
CREATIVE FORMATS
8. Get inspired
CREATIVE FORMATS
8. Get inspired
How to measure?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Artikel 1 Artikel 2 Artikel 3 Artikel 4
Seed views Social views
Seed views:Aantal views van personen die via de teaser op het artikel zijn gekomen.
Social views:Aantal views van personen die via sociale media op het artikel zijn gekomen
0
5.000
10.000
15.000
20.000
25.000
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Seed views Social views
Artikel 1
Artikel 2
Artikel 3
Artikel 4
Social lift:
4,3
Social engagementEngagement: 25.543 Impressions: 1.187.015
Engagement rate: 2,04%
9. Conclusions
1. Don’t even start when you don’t have a solid content marketing strategy
2. Bring valuable content that is relevant and inspiring, fun and engaging
3. Target your audience on the appropriate partner sites
4. It’s definitely not a battle with “traditional” online advertising
5. If done correctly, it will even enforce and amplify your media plan
6. Native advertising is not a pure “click generator”, it will change Brand
perception on the long term
7. Native Advertising is rarely a one shot
8. Conversations often follow, make sure you can deal with them. (Social
Media Monitoring tools)
THANK YOU