niche opportunities with native advertising
DESCRIPTION
Niche Opportunities with Native Advertising presented at the Native Advertising SummitTRANSCRIPT
7/10/2014
1
F d Ni h & N tiFood Niche & NativeBrandon Erlacher
@bserlacherPublisher
The Elkhart TruthNative Advertising Summit
July 9,2014
Today Flavor574
Concept & Strategy Concept & Strategy
Products
Metrics
Packaging
Next Steps
Niche Opportunities & Native Advertising
7/10/2014
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Concept & Strategy
Niche Content Play: Food
Geographical boundaries (574)
Strengths
Build off of Elkharttruth.com and Radio reach
SEO play
Same CMS Same CMS
Leverage packaging across brands
Huge differentiation advantage to publishers! Organic SEO and Trust…
Content Types
3 Content Types Sections
Content Marketing (Native or Sponsored)
Journalist created
User-generated (Columnists)
Eat
Drink
Make
Guide
Events Events
We are able to offer our advertisers/sponsors the opportunity to get in front of a highly engaged community of ‘foodies.’
The challenge now is educating our advertisers that the value of that engagementOutweighs smaller readership.
Niche Opportunities & Native Advertising
7/10/2014
3
Newspaper Food Content & Flavor
How does it work?
All food content originates with Flavor
Story lives on Flavor
Newspaper Food Content & Flavor II
How does it work?
All food content originates with Flavor
Food critic and blog live on Flavor
Bylines in newspaper have Flavor
Elkharttruth.com shares Flavor stories via social
SEO
Larger audience, drive traffic
Lends credibility
**Rule: We never post the same content on Flavor574.com and Elkharttruth.comA digital asset only lives in one place. Link to it from other brands…
Niche Opportunities & Native Advertising
7/10/2014
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Social and Email Twitter
E il O R b Li Pinterest
Google+
Daily Newsletters
Make
Full
Email Open Rates by List
0 20 40 60
Eat
Drink
Niche product engagement is very high: 53% on Facebook!
Other Items
Have a dedicated seller, but also make packages available to media repsavailable to media reps
User is first stakeholder. Quality content is key. Not advertorial. Evergreen content. Native is a win/win. Think Quality Score!
Staff includes a Project Manager who reports to Creative Services, a dedicated seller and shared reporting resources with newsroom for those who
iare passionate
Trusted, local, independent contractors (correspondents) are used to create the native content
Niche Opportunities & Native Advertising
7/10/2014
5
900
1000
Flavor Traffic (by Device and Time of Day)
400
500
600
700
800
900
DESKTOP
MOBILE
TABLET
0
100
200
300
Flavor Traffic (New vs. Returning by Month)
9078.5
67.4
57.2 53.9
21.5
32.6
42.8 46.1
30
40
50
60
70
80
90
0
10
20
March April May June
% New % Returning
Niche Opportunities & Native Advertising
7/10/2014
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Traffic Origin(by Device)
16,000
6,000
8,000
10,000
12,000
14,000
Desktop
Mobile
Tablet
0
2,000
4,000
Direct Organic Referral
Products
Cross-SellingCross Selling
Newspaper
elkharttruth.com
Content Marketing (Native)
Sponsored Articles
Digital AdvertisingTruth Radio
Events
*Video
*Audio
Digital Advertising
Display Email*Pre-roll
Video*Deals
Digital Publication• Google Play• App Store• Amazon
Niche Opportunities & Native Advertising
7/10/2014
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Content Examples
Digital Publication Published June 2014
Quarterly
Live Demo
Niche Opportunities & Native Advertising
7/10/2014
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Pricing Model (packages)
6 Month packages (eat/drink, make, restaurant)
Radio and event packages are being built
Flavor Next steps: Native video and audio (cooking shows)
Rebuild Recipe Engine
Reverse publication to a subscriber list
Event Integration
Extend into new area codes that have traditional ( )media support (i.e. Flavor260)
Niche Opportunities & Native Advertising
7/10/2014
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Elkharttruth.comLearning from Flavor
Discussion
Niche Opportunities & Native Advertising