Post on 14-Apr-2017
transcript
#SMWiBristol
Head of Social & PR
Digital Campaign
Manager
Fashion & Beauty
Blogger
Director of Content
Marketing
Public Policy Manager
#SMWiBristol
• Is paid-for content advertising, or something new?
• Ethical implications & resulting best practices?
• Does paid-for content devalue editorial or effect credibility?
• How will the digital landscape change?
#SMWiBristol
• “Consumers interact with native ads 20% to 60% more than
they do with standard banner ads.” (Facebook / HIS, 2016)
• “Reading a native ad headline yields 308 times more consumer
attention than processing an image or banner.” (Hubspot, 2016)
• 83% of people trust recommendations from people they know,
70% trust branded content, 66% trust editorial content. (Nielson, 2015)
#SMWiBristol
• “In four of the six groups shown a native advertisement, the majority
interpreted the piece as an article.” (Contently, 2016)
#SMWiBristol
• Clear labelling and disclaimers
• Creative freedom for the author
• In line with rest of content
• Relevant to the audience
• ‘nofollow’ links