the best and worst of native advertising: roundtable 2014 pete marsh

1 atex.com Peter G. Marsh Vail Roundtable August 2014 1

The Best and Worst of Native Advertising


Native advertising is paid

content that is so cohesive

with the surrounding page

content, assimilated into

the design, and consistent

with the platform that the

viewers simply feel they

belong.

This is a $2.4B business today

By 2017, native will account for $4.6B in advertising revenues

People love it: 32% say they would share a native ad, compared to 19% for banner ads

These ads work: people view native ads 53% more often than banner ads

Native ads have an 88% favorability rating when appearing on credible media sites

Everybody’s doing it.

But

Native advertising degrades your brand

The Association of National Advertisers recently reported that 59% of readers believe a news site loses credibility if it runs articles sponsored by a brand

According to Time Inc. only 1/3 of its readers spend > 15 seconds reading a native ad

Would you jump off a bridge just because everyone else is doing it?


“It’s a story-telling tool.”

“It’s trickery.”

Native Advertising


Native Advertising 1.0

Guinness Guide to Oysters

David Oglivy

1950

Why was this ad effective?

Authenticity

Relevant context

Educational

Clear call to action

Builds a new audience, rather than using one belonging to someone else

9 atex.com


Summary: Native Advertising 3 Best Practices

1. Be transparent. 2. Be relevant. 3. Partner with great publishers.

the best and worst of native advertising: roundtable 2014 pete marsh

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