native advertising pov
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Native Advertising
June 7th, 2015
What’sNativeAdvertising?
Nativeadvertisingrepresentsafundamentalturningpointintheevolutionofdigitaladvertising–itoutlinesthetransformationfromintrusivepre-adolescentdisplayadstothecohesivematurityofdigitaladswithorganiccontent,whichimprovestheaudience’sbrowsingexperience.Itprovidesadvertisersandpublishersamoreeffectivewaytodeliverpaidadsthatincreaseengagement,brandlift,andreachthantraditionalbannerads.
Intermsofincreasingreach,sincenativeadunitsaremorevisuallyengaging,25%moreconsumersweremeasuredtolookatnativeadunitsthandisplayunits,andconsumerslookedatnativeads53%morefrequentlythandisplayads.Nativeadunitsalsodrivehigherbrandliftthanbanneradswithan18%higherliftinpurchaseintentand9%higherlifeinbrandaffinity.Moreover,nativeadsaremoreshare-worthyandhavemorepotentialtogoviral;therefore,theyincreasehigherreachandpenetrationthandisplayunits.Infact,32%ofconsumersarewillingtosharenativepaidcontentwithfamilyandfriendsversusamere19%fordisplayads.Bydeliveringscalable,share-worthypaidcontentthatisconsistentwiththesurroundingfunctionanddesign,nativeadvertisinghelpsadvertisersandpublishersbetterachievetheirgoalsinleveraginguserexperiencesaswellasincreasingadeffectiveness.
Mobile is an Opportunity
Consumerattentionhasbecomeincreasinglyelusiveasmobileadoptionandusagegrows.Sincenativeadvertisingisvisuallyengagingandcommandsfocusandattention,itcanbeaneffectivemethodforadvertiserstobetterengagewithhighly-distractedaudiences.Infact,mobilenativeadsarereportedtohavea57%higherCTRanda33%higherengagementthandesktopnativeads.Therefore,asmoreandmoreaudiencesareconsumingcontentthroughmobiledevices,nativeadvertisingwithcross-platformcapabilitiesisinevitablybecomingakeypartofadvertisers’contentmarketingstrategyin2015.
Challenges
Bothadagenciesandadvertisersmayfaceafewchallengesalongwithfavorableadeffectswithnativeadvertising.Foragencies,sinceeveryplatformhasauniquewayofpresentingpaidcontent,itmightbechallengingtofindageneraladformattoadhereto.Therefore,followingthe“principlesofnativeadvertising”thatwillbecoveredinthenextsectioniskeytocreatingcontentthatiseasytoscalebetweenvariouspublishersandadplatforms.Also,sincetrackingandmeasuringresultsfromeachindividualplatformmaybedifficult,determiningnativecampaignobjectivesinordertocallforthebestmetricsacrossvariousplatformsbecomescrucial.
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Foradvertisers,becauseoneofthekeycomponentsofeffectivenativeadvertisingiscoherencewithsurroundingorganiccontent,theymighthavelesscontroloverthecontentitselfaswellasmarketingmessageswithinthecontentwhilecollaboratingwithpublisherstoproducepaidcontent.Thatistosay,advertisersshouldamplifythevalueofpaidcontentbycreatingquality,share-worthycontentthatistailoredtoeachindividualpublisher.
ContentPrinciples
TypesofNativeAdvertising
1.In-feedSponsoredContent:
Designedtofitnaturallyinapublisher’sfeedtoprovidesimilaruserexperience,matchinguserexpectationswithestablishedorganiccontentpatterns.
o SponsoredStory-Mimicstheformandfunctionoforganiceditorialcontentinnewsfeeds.
ExampleI:Desktop
ExampleII:Mobile
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o SocialAd-Takestheformoforganiccontentandmakesadunitssimilartowhattheaudienceexpectfromafriendtoincreasetrustandopportunityforengagement.
2.PromotionalListings:
Appearalongwithsearchresultsornon-editorialcontentandarepresentedinaformatandfeelsimilartoorganiclistings,aimingtodriveimmediateengagement.
o PromotionalDisplay–Designtofitseamlesslyintotheproduct-focusedexperiencewithlinkstoaproductpage.1
ExampleI:Etsydisplayspromotionalproductlistingsaspartofthesearchresults.
1 Native Advertising Insights -Research, Infographics and Resources. sharethrough. Retrieved from https://www.sharethrough.com/nativeadvertising/
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ExampleII:AmazonshowcasesSponsoredProductsbasedonauser’srecentactivitiesonthesite.
o PaidSearchUnits–AppearnexttoorganicsearchresultswithCTAstodrivetraffictoapage.
ExampleI:Searchengines
ExampleII:PromotedsearchlistingofTheSalvationArmyonYouTube
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3.RecommendationWidgets:
Apreviewofpromotedcontentfeaturedinrecommendationwidgetsonvarioussites.Thesewidgetstendtoalwayslookthesamefromsitetosite,andthenativeexperiencecomesfromtheconsistentuserexperienceacrossmanysites,whichallowsthemtoblendin.2
ExampleI:DailyFinance
ExampleII:StarMagazine
2TheSixCoreTypesofNativeAds.Flite.Retrievedfromhttp://blog.flite.com/home/2014/3/25/the-six-core-types-of-native-ads#.VS1mZc6FFUQ=
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4.EmbeddedBanners:
ComeinstandardIABcontainers(e.g.300x600banners)andcontaincontextuallyrelevantcontentwithintheadwithlinkstoanoffsitepage.
ExampleI:WhoWhatWeardisplayscontextuallyrelevantbanneradsontheirlandingpagewithlinkstoapageoffofthesite.
ExampleII:Recipe.comembedsbanneradsthatarecontextuallyrelevanttoapagewithlinkstoanoffsitepage.
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5.ProprietaryNativeUnits:
Customizednativeunitstailoredtoaspecificplatformtoprovideuniquecontentexperienceexclusivelyfortheplatform.
ExampleI:PandoraworkedwithGatoradetocreatethreebrandedworkoutstationsassociatedwiththebrand’sGseries.
ExampleII:SpotifylaunchedAppFinder,enablingbrandssuchasRollingStoneandPitchforktobuildabrandedpageandpromoteplaylistswithinSpotify.
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ExampleIII:DuringthestoryflippingprocessonFlipboard,adsthatarehighlyrelevanttoatopicthatauseriscurrentlyflippingpopup,withlinksoffoftheapp.
PrinciplesofNativeAdvertising
1.Non-intrusiveDesign:Designnaturalpromotedcontenttoblendinseamlesslyintothesurroundingorganiccontent,aimingtoprovidealess-interruptivebrowsingexperience.
2.Shareworthyness:Createshare-worthy,scalablecontenttoprovidethesamevalueandrelevancyasanyotherorganiccontent.
3.ConsistentFunctionwithSurroundings:Thetypeofcontent(e.g.videoorstory)andintendedbehaviors(e.g.linktoanarticle)providedbynativeadunitsshouldfunctionthesamewayasthesurroundingorganiccontent.
4.AdTransparency:Disclosurelanguagesuchas“sponsored”or“promoted”isrequired.
5.Cross-platformAccessibility.AsmobilenativeplacementshaveaCTRone-thirdhigherthanidenticaldesktopplacements3,beingabletoprovidecross-platformnativeadunitsiscrucial.
LandingPageGuidelines
1.LinktoanExistingWebsite:NativeadunitswithclearCTAdirectuserstoalandingpagedisplayingcontentexpectedbyuserswithinanexistingbrandwebsite.
Example:EssieonWhoWhatWear
3 Slate Adds Scale to Native with Polar. AdExchanger. Retrieved from http://adexchanger.com/native-advertising-2/slate-adds-scale-to-native-with-polar/
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2.LinktoaCampaignLandingPage:NativeadunitswithclearCTAdirectuserstoalandingpagedesignedexclusivelyforacampaign.
Example:JollyTime“UnplugPopConnect”
3.LinktoaPostwithoutLeavingtheSite:Sponsoredcontentthatfitsintothesurroundingsanddirectsuserstoaquality,share-worthypostwithouthavingtoleavethesite.
Example:Boudreaux’sButtPasteonSkinnyMom
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