getting results with native ads - with steve rubel
TRANSCRIPT
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 [email protected]
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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