getting results with native ads - with steve rubel

Getting Results with Native AdsWith Steve Rubel

SPONSORED CONTENTA Broader Relationship with the U.S. News MediaSteve Rubel, Chief Content Strategist

PR AND THE PRESS:A LONG PARTNERSHIP

SPONSORED CONTENT: PAID AMPLIFICATION

SPONSORED CONTENT:

A PR POINT OF VIEW

• Why now: a storm of disruption

• Three emerging formats

• Key trends and questions

• An ethical way forward

WHY NOW:A STORM OF DISRUPTION

SCARCITY ERODES: SUPPLY > DEMAND

SUBSCRIPTION FEES:(MOSTLY) OFF THE

TABLE

AD TECH BOOMS,AD RATES DROP

MARKETERS EMBRACE ACONVERGED

MODEL

EMERGING FORMATS:A MIX OF OLD AND NEW

THREE MODELS:ALL FOLLOW TRADITION

ADVERTORIAL:PAID

SYNDICATION

PAID SYNDICATION:PROS | CONS

Years of benchmark data Starts with a trust deficit

100% control of the content Requires an editorial mindset

Easy for the reader to delineate Easy to skip or miss

Write once, use many times Can be jarring to the reader

Can be adjusted as needed Needs to be kept fresh

PRODUCT PLACEMENT:

PAID INTEGRATION

PAID INTEGRATION:PROS | CONS

Hard to miss Needs to be hand crafted

Can be simple Can be expensive

Huge diversity of options Lack of accepted standards

Room to innovate Harder to measure ROI

Can spur social distribution Potential for backlash (if done wrong)

NAMING RIGHTS:PAID CO-CREATION

PAID CO-CREATION:PROS | CONS

More like a media buy Can be expensive

Client has directional oversight No daily say in editorial

Diverse optionse.g. events, research

Lines get blurry with commerce

Large pool of media partners Sometimes distanced from editorial

Can start with a trust surplus More of a commitment

KEY QUESTIONSAND TRENDS

WILL GOVERNMENTGET INVOLVED?

WILL AUDIENCESREJECT NATIVE

ADS?

WILL GOOGLESPOIL THE

PARTY?

WILL IT ALL BEAUTOMATED?

WILL THE PRESSTAKE CONTROL?

NOTEWORTHY TRENDS

FOR THE PR INDUSTRY

• Publishers see PR as a good partner

• Big ideas are required

• Digital natives set the tone

SPONSORED CONTENT:ETHICAL FRAMEWORK

CRITICAL ISSUE ONE:DISCLOSURE• Edelman will disclose that editorial-style

“sponsored content” on major news sites is in fact sponsored

• The firm will advocate that its partners include the opportunity for the audience to substantively participate in the conversation

CRITICAL ISSUE TWO:QUALITY

• Sponsored content programs will be primarily utilized to amplify that which is owned and/or earned media - not replace it

• In a fluid medium, sponsored content should aim to be constantly updated and sometimes expanded to reflect new information

CRITICAL ISSUE THREE:PROCESS

• Edelman will not engage in quid pro quo discussions that intertwine paid and earned. Further, it maintains a strict policy that it does not engage in pay-for-play

• The firm will separate its day-to-day earned media work with journalists from the paid work in structuring news media partnerships

#vocuswebinar

IN CONCLUSION• Sponsored content is here to stay and

prominent

• The global picture is far more nuanced

• PR can expand its relationship with the press

• The ethical challenges are formidable. Yet, experimentation should be encouraged

• Just as the social media revolution expanded the PR profession’s remit, so may sponsored content

Steve Rubel @steverubel #vocuswebinar

Steve Rubelsteve.rubel@edelman

.com@steverubel

http://edl.mn/scpaper

Steve Rubelsteve.rubel@edelman.co

m@steverubel

http://edl.mn/scpaper

Thanks for attending!

#VocusWebinar @vocus

The Vocus FamilyAbout VocusVocus is a leading provider of cloud marketing software that helps businesses reach and influence buyers across social networks, online and through media. Vocus provides an integrated suite that combines social marketing, search marketing, email marketing and publicity into a comprehensive solution to help businesses attract, engage and retain customers. Vocus software is used by more than 120,000 organizations worldwide and is available in seven languages. Vocus is based in Beltsville, MD with offices in North America, Europe and Asia. For further information, please visit http://www.vocus.com or call (800) 345-5572

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