native advertising: the way to speed up content marketing

PowerPoint-prsentation

Native advertisingThe way to speed up content marketing

The AgendaWhat is native advertising?How big is it?Why is it growing?7 tips to making it work

What is native advertising?

Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears.


Why here atEpic Content Marketing?

If you build it they will comeis not enough anymore

By 2020, the amount of information on the Internet will grow by 500%compared to last year

Source: Mark Schaefer, The Content Code

Native advertising will become part of every content marketing strategy

Television has a ratio of 1:5 creation to distribution ratio

In content and native its 5:1

Lets dive in

How does it look?

Articles in newspapers, magazines and blogs offline and online

Promoted or sponsored posts on social media like Facebook, LinkedIn and Twitter

Advertiser funded programming on broadcast and web tv

Influencer distributed content

Influencer distributed content

In app content

What about programatic?


Native vs true native

Is native advertising new?

How big is it?

Traditional advertising2015 = 75%

Traditional advertising2020 = 50%

Native advertisingContent marketing

More than 60% of Facebooks revenue comes from native

In 2016 more than 50% of LinkedIns revenues comes from native

Hvad skal vi igennem? In 2020 75,9% of all digital marketing will be mobile

63,2% of that will be native advertising

43% uses it for CMSource: CMI

#3: The honeymoon is over

#1: Content isexploding

Why is it growing?

#1. Advertisers want it

Hvad skal vi igennem?


44%

@BrennerMichael



CTR on Native is 4x

#2. The publishers want it

85% says native is important or very important

73% are positive towards native

92% believe it ads value to advertisers

75% believe it ads value to audienceSource: Native Advertising Institute

#3. The customers want it

It has been found that the less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look and read.

David Ogilvy, the Father of Advertising

Facebook sponsored post gives 49x more clicks than Facebook adsAt 45% of the price45 Source: Josh Koetsier-survey

33% of the readers are equally inclined to click on an article that comes from a brand as they are that of an editorial articleSource: Contently

The audience is looking more on sponsored articles that they are looking at regular editorial content (26% vs 24%) Source: Sharethrough and IPG Media Lab

7 tips to making it work

#1: You need a strategy

#2: Find the right audience

#3: Native advertising needs to be just as good as the editorial content

Guiding lightProduced and financed by P&G Launched June 30. 1952 p NBCStopped September 18. 200957 years15.000 episodes

#4: Leverage the skills of the media companies

A NEXT GENERATION ENTERTAINMENT SERIES INTEGRATION SOCIAL AND MOBILE PLATFORMS73

31% has an inhouse studio66% use editorial team

#5: It has got to be transparent

#6: Make it shareable and multichannel




#7: Be a daytrader

TAK FOR I DAG

JESPER LAURSENEmail: [email protected]: @jesperlaursen

Who is doing it right?

What: Sponsoreret posts on Reddit

How: Marriott Hotels ran Virtual Travel Experience-campaign. Asked users to promote their city

Results: 200.000 visits

The sponsored peice with most user-generated content

Webby awards for best native advertising

Resultat: 70.000 read article20.000 saw video5.200 shares on Facebook

Ran out of meat one week before Christmas

Mediebedriftenes Landsforenings (MBL) markedspris for 2014

Challenges and threats

Lets dive in

Business

Target audience

Competitors

InfluencersBuzzSumo

Ads in-stream on Facebook

What about programmatic???

Keywee

Channels

EarnedPaidOwned

EarnedPaid

ContentAdvertising

OrganicPaid

Traditional media

PRNative

Social Media

SharesNative

Influencers

PRNative