Post on 18-Jan-2017
transcript
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AGENDA
• What is Native Advertising, and why does it
exist?
• How do we define what is and isn’t native?
• Types of Native Advertising
• How do we know if it’s working?
• What role does programmatic play?
• What’s to expect in the future?
2
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GROWTH
0
2.5
5
7.5
10
2013 2018
US NATIVE AD SPENDING, 2013 & 2018*
2013
1.3b
2018
9.4b
*Source: Mintel as cited in press release; eMarketer calculations, Aug 5, 2014
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0
275
550
825
1100
Brand Ad Co-Brand
1,041
339.4
128.4107.8
Brand Audience Publisher Audience
8
SO WHY NATIVE?
3x
8x
Study Sample: 10 social posts, 5 advertisers Time Period: 10/14 - 1/15, Facebook. Source: Shareablee
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HOW DO WE DEFINE NATIVE?
Native is a broadly defined term? How do we balance breadth in offerings with marketplace standards?
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“A FORM OF CONJOINT MEDIA THAT HAS
BOTH THE ELEMENTS OF PAID MEDIA AS
WELL AS OWNED CONTENT THAT IS
TRANSFORMED INTO A COMMERCIAL
MESSAGE TO A SPECIFIC PLATFORM”
- Socintel360
AKA….
A MESSAGE FROM A BRAND THAT YOU
WANT TO READ, NOT THAT YOU HAVE TO
READ, PRESENTED IN A WAY THAT’S
NATIVE TO THE PLATFORM IT’S
CONSUMED.
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WHAT ISNATIVE
ADVERTISING
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TYPES OF NATIVE
Native is broadly defined. How does the industry define it?
How are publishers creating their own standards?
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PAID-SEARCH UNITS
IN-FEED UNITS
RECOMMENDATION WIDGETS
PROMOTED LISTINGS
IN-AD (IAB STANDARD) WITH NATIVE ELEMENTS
CUSTOM
FORBES YAHOO! FACEBOOK TWITTER
YAHOO! GOOGLE BING ASK
OUTBRAIN TABOOLA DISQUIS GRAVITY
ETSY AMAZON FOURSQUARE GOOGLE
APPSSAVVY EA ONE SPOT FEDERATED
CONDE NAST FLIPBOARD TUMBLR PANDORA
MARTINI MEDIA
SPOTIFY
THE CORE 6
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CUSTOM
BRAND SUPPLIED AD
CONDÉ NAST EDIT CONTENT ONLY
BRAND SUPPLIED AD
Editorial content, presented with “Brought to you by Brand X” slug.
No brand or product integration.
SPONSORED EDIT
Brand XLOGO
Brand X
BRAND AD
BRAND AD
BROUGHT TO YOU BY
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BRAND SUPPLIED AD
BRAND APPROVED ARTICLE
BRAND SUPPLIED AD
CUSTOMTier 2 content reflects advertiser messaging about the editorial platform.
Audiences will find this strategically targeted content engaging and get a sense of the advertiser empowering the story through branding (logos) and language.
BRANDED CONTENT
Brand X
Brand X
LOGO
BRAND AD
BRAND AD
PRODUCED FOR WITH
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BRAND SUPPLIED AD
BRAND APPROVED ARTICLE WITH PRODUCT INTEGRATION
BRAND SUPPLIED AD
CUSTOMContent produced by 23S on behalf off Client that mirrors Tier 2 but also directly integrates the advertiser or products into the story.
PRODUCT INTEGRATIONBrand X
Brand XLOGO
BRAND AD
BRAND AD
PRODUCED FOR WITH
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I.C.E.IMMERSIVE CONTENT
EXPERIENCEWHAT:Brands who want to go beyond the standard native article or video, and create a more immersive destination to engage with the brand. Lives at the intersection of content and technology.
WHO:
• Conde Nast • WSJ • NY Times • Quartz
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IS IT WORKING?How do we know if Native advertising is working?
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WHY ARE WE DOING IT?Web Traffic
Social Media
Time Spent
Direct Sales
Qualitative
SEO
0% 14% 28% 42% 56% 70%
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WHY AREN’T WE DOING IT?Lack of Time
Engagement
Lack of Budget
Volume
Innability to Measure
Variety
Lack of Knowledge
0% 12% 24% 36% 48% 60%
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THE PARADOX“We’re creating customized experiences. What makes these opportunities unique and valuable is often what precludes you from scaling them. We approach these partnerships slightly differently—I want to know what the publication is uniquely positioned to deliver. Sometimes it’s the audience, the technical capabilities, the distribution and sometimes it’s the behavior of the audience (how social they are). It’s a little difficult to scale in native right now.” —Amanda Rubin, Goldman Sachs
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“What makes these opportunities unique and valuable is often what precludes you from scaling them.”
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*
LOW INTEGRATION
HIGH SCALE
THE NATIVEPARADOX
TABOOLA
YAHOO!
OUTBRAIN TIME INC
HIGH INTEGRATION
FORBES
WSJ
VOGUE
ATLANTIC
WIRED
VOX
NAME
NAME
KEY*
Publisher Websites (representing specific titles/domains)
23S
NY TIMES
BUZZFEED
Networks(representing a collection of titles or a platform)
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DO IT…AND DO IT WELL
How to follow some industry best practices on how to create content worthy of a publisher’s home page
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• CREATE YOUR CONTENT COMPETITIVE SETThis may not be your traditional competitive set, the
brands you’re trying to steal share from, or customers
from.
• THINK ABOUT ATTENTION, NOT TRANSACTIONWho is your desired “audience” spending time with?
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1. PERSPECTIVE
REDEFINING YOUR COMPETITIVE SET
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THINK LIKE A READER, NOT A BRAND
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2. BE A READER
• CREATE CONTENT FOR AN AUDIENCE, NOT FOR YOUR BRANDWhen your or your partner are creating branded
content, think about whether this is interesting to earn
attention, not to sell a product.
• THE SOCIAL TESTWould you share it? Would your friends, family?
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WHAT’S YOUR POINT OF VIEW
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3. POV
• ARE YOU STATING A FACT, OR BUILDING A POV?Content that earns attention, and creates social value
has a point of view, it stands for something the reader
can relate to.
• ARE YOU BUILDING A BRAND PERSONALITY?Leading content brands need to establish both a POV
and a voice, tone and personality for the brand. ALL
brand communications should ladder up to that.
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IF YOU BUILD IT, THEY MAY NOT COME
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4. AMPLIFY
• ARE YOU BUILDING A AUDIENCE FOR YOUR CONTENT?There is far too much noise today to create a piece of
content without a plan to build an audience.
- Is your partner(s) syndicating content across their
network?
- Are you using paid and earned social?
- Search (paid and SEO)
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MEASURE, IMPROVE, REPEAT
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5. MEASURE
• DO YOU KNOW WHAT YOUR KPIs ARE?If you don’t know what you expect your content to do,
how can it possible succeed?
- Rigorously define KPIs (in order of importance)
- Make sure your measurement plan gives you (as-
close-to) real time insights as possible
- Make sure you (and your team) are built to respond
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ROLE OF PROGRAMMATIC
With an ever evolving automation marketplace, making media buying and selling more
efficient and scalable, will the application of programmatic kill Native, or help it thrive?
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NATIVE
• Wide debate among the publisher, ad tech and agency
community around whether or not Native should be a
programmatic offering.
• Pro’s and Con’s to both sides of debate (can it live as
both?
• In the end, is it about what the advertiser is trying to
achieve? Are there implications to the value of a native
ad?
IN PROGRAMMATIC
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THE BARBELL
PROGRAMMATIC
PROSAbility to quickly scale media programs by matching data with inventory. Efficiency.
WHAT IT’S GOOD FOR
Scale media buys with creative that applies broadly to a segment
BESPOKE
PROSHighly custom creative and media placements that have high impact. Creativity.
WHAT IT’S GOOD FOR
Creative/Media that has a significant impact on a specific audience
TRIPLE LIFT
CONDE NAST
OUTBRAINTABOOLA NY
TIMESR29
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WHAT’S COMING?So we know why we’re doing it,
and why it works, but what’s next?
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4 THINGS TO WATCH FOR
1. Measurement Models EvolveLook for more view and engagement based models, shifting
towards an attention economy.
2. Clients Open ShopClients are restructuring PR and Marketing to be always on.
3. Death of the Campaign Planning cycles need to die. Agencies, publishers and clients
need to figure out how they do business in an always on world.
4. If You’re Not Learning, You’re LosingThe goal shouldn’t be to product a winning piece of content
every time, but learn, and iterate.
IN NATIVE ADVERTISING
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