4. 4
Native Advertising: What is it?
Native Advertising is sponsored content that
appears to be a natural part of the
publication. It follows the same voice, tone,
style and design as any other editorial
content from the publication, in the hope that
it will be consumed in the context of the rest
of the publication.
The goal is to go viral.
The content is aimed at engaging readers,
with the hopes that they will share it, as they
would an unpaid article.
5. 5
• Consumers are more and more likely to find ways to
skip obvious advertisements -- muting their video until
it ends, opening a new tab, looking at another screen,
etc. Marketers need a new way to grab their attention.
Form"
Native ads must match the
design of the publication they
appear, and look/feel like
natural content"
Function"
Native ads must function like
natural content, and deliver an
experience consistent with
natural content. "
Native Advertising: What is it?
6. 6
Knowing how to
differentiate between
native advertising
and other articles
that appear in a
typical publication
can be difficult. This
matrix illustrates
what makes up each."
Who is it published by?"
Whowroteit?"
"
Publisher" Brand"
Editorial
Staff"
Sales Staff/
ad agency"
Brand
executives"
Public
Relations"
Native
Advertising"
Brand
Journalism"
Blogging"
Content
Marketing"
Marketing"
How Can I Spot It?
7. 7
Six types of ad units are typically used in native advertising, and
sometimes correlate to a specific publication
Paid search unit
These are usually found on
search engines like Yahoo
and Google.
Recommendation
widgets
These usually appear on
sites like Disqus, Outbrain
and Taboola.
In feed unit
These are frequently run
on Facebook, Forbes,
Yahoo and Twitter.
How to classify a native ad
8. 8
Custom “Can’t Be
Contained”
These can be found on
sites like Tumblr, Hearst,
and Flipboard
In-Ad with Native
element units
These are found on sites
like EA, Appssavvy, and
Onespot
Promoted listings
These are found on sites
like Etsy, Amazon,
Foursquare and Google.
How to classify a native ad
Six types of ad units are typically used in native advertising, and
sometimes correlate to a specific publication
11. 11
Native ads have
gained much
more popularity
recently,
especially since
2011.
Spend on them
has increased by
4 billion since
2002.
Native Ad Integration
12. • Native ads outperformed standard formats in terms of
click through rates and engagement.
• Engagement rates for
native ads reached
14%, while standard
ads were 9.8%.
• Click through rates
on standard ads had
3.5%, but native ads
were over 10%.
This is likely because native ads are designed to be less intrusive
than other forms of advertising.
Are they successful?
13. 13
• Native ads are viewed 53% more
frequently than typical online
banner ads.
• 70% of people would prefer to learn
about products through content
than a traditional form of
advertising.
• Viewers spend, on average, the
same amount of time viewing native
content and editorial content.
• Native ads can boost brand lift by
up to 82%.
• Purchase intent is 53% higher after
viewing native content.
• Native ads that include rich media
boost conversion rates by up to 60%.
• 71% of publishers have not received
major complaints from readers. Only
29% have received minor
complaints.
• 32% of users said they would share
a native ad with friends and family,
compared to 19% banner ad viewers
who would share it.
Are they successful?
14. • 25% more consumers looked at in-feed native
ads than at display ads."
• Native ads had 18% higher increase in intent to
purchase and 9% higher increase in brand
affinity than banner ads."
Are they successful?
15. • Play Rates:
• Standard video ad:
12.2%
• Native ad: 9.4%
Standard video ads have
higher play rates, but native
ads have substantially
higher completion rates
Current success
metrics are based
entirely on
engagement
Down the road,
success metrics
should evolve to
measure ROI stats
and brand
conversion rates
Are they successful?
• Completion rates:
• Standard video ad: 52.4%
• Native ad: 77.3%
16. As native advertising starts to gain more attention, the Federal Trade
Commission has imposed some regulations on it.
• Must be truthful, and not
misleading.
• Must substantiate any
express or implied claims
• It cannot be unfair or
deceptive
• Any disclosures necessary to
make an ad must be clear
and conspicuous
• It must be clearly marked
as sponsored content.
Marketers and publishers are
still trying to figure out the
best way to mark native ad
content as such.
Some Regulations
17.
18. How to make a successful native ad
• Native ads cannot function like
regular advertisements if they are to
be successful.
• Must encourage the user to treat it
the same as unsponsored content in
the publication
• Must generate user interest in order
for them to continue engaging with it.
• This encourages not only greater
awareness of the brand’s message,
but also should leave the user
feeling positively about the brand.
19. 19
When analyzing the success of native advertising options, the
following must be considered:
How to make a successful native ad
Form: How does the ad fit
the overall page design?
Is it in the viewer’s activity
stream or not?
Integration: How well do
the ad unit’s behaviors
match the surrounding
content?
Function: does the ad function like
the other elements on the page in
which it is placed? Does it deliver
the same type of content
experience?
20. 20
How to make a successful native ad
When analyzing the success of native advertising options, the
following must be considered:
• Buying & Targeting: is the ad placement guaranteed
on a specific page, section or site, or will it be delivered
across a network of sites? What type of targeting is
available?
• Measurement: What metrics are typically used to
judge success? Are marketers more likely to use top of
the funnel brand engagement metrics or bottom funnel
ones?
• Is the disclosure clear and prominent?
21. 21
• The Tonight Show’s “Fallonvention”
segment is actually a sponsored segment
which is virtually indistinguishable as
such.
• Features teens displaying their
inventions with commentary from host
Jimmy Fallon
• This segment is sponsored by GE,
solidifying the brand as a trusted and
consumer-centric leader of innovation
through Fallon’s television platform.
Native advertising can live outside of digital and
print
22. 22
• Native ads are a way advertisers can cut through the
clutter and deliver a message that engages consumers.
• Native ads integrate seamlessly into the publisher’s
content that surrounds them.
• Native ads have generally higher engagement rates than
other types of traditional ads.
• Although argued to be a threat to journalistic objectivity,
and a way to trick consumers, there has not been
significant backlash to use of native ads.
Key Points
23. 23
Conclusion
• Native advertising allows
marketers to put their content
in their consumers native
stream, where they are likely
to engage with it and be
receptive to the content.
• Native advertising is a step
into the digital age of
advertising, where marketers
can get data directly from their
advertisements about
engagement.
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