new age advertising: how to succeed in the world of paid content
TRANSCRIPT
S CRI P TE D. COM
New Age
Advertising:
How to Succeed
in the World of
Paid Content
S CRI P TE D. COM
S CRI P TE D. COM
Who We Are
Ryan Buckley, Scripted.com
Co-founder
[email protected] [email protected]
Helen Mussard, Vibrant Media
VP of Global Marketing
Peter Minnium, IAB
Head of Brand Initiatives
@PeterMinnium
Head of Brand Initiatives, IAB
Content
Advertising
IAB NATIVE ADVERTISING TASK FORCEFacebook, AARP, AddThis, adMarketplace, AdMonsters, AdsNative, Airpush,Altimeter Group, American Express, AOL, appssavvy, Autotrader.com, BBCWorldwide, BBN Networks, Blink New Media, Bloomberg, BuzzFeed, C.A.S.T.,Demand Media, Dieste, Disqus, Dow Jones & Company, Drawbridge, Dstillery,Electronic Arts, Expedia, Facebook, Federated Media, Flipboard, Flite, Forbes.com,Foursquare, FOX Sports, Gawker, Glam, Glot0, Google, Gravity, GumGum, Hearst, IABCanada, IDG, Inadco, InMobi, inPowered, IZEA, Jivox, Jun Group, Kargo, Klout,Kontera, LIN Media, LinkedIn, LocalResponse, Los Angeles Times, MailOnline,Mansueto Ventures, Martini Media, Mashable, Meredith, Microsoft Advertising,Mixpo, Modern Healthcare, Monster, Namo Media, NPR, National Public Media,Nativo, NetSeer, New York Daily News, Nexage, OneSpot, Outbrain, Pandora,PointRoll, Polar, PulsePoint, ReactX, Realtor.com, Rodale, Salesforce MarketingCloud, SAY Media, Selectable Media, Shareaholic, ShareThis, Sharethrough, Spotify,Studio One, StumbleUpon, Taboola, Business Insider, Estee Lauder Companies,Huffington Post, New York Times, Weather Channel, Thomson-Reuters,ThoughtLeadr, Time Warner, Trip Advisor, TripleLift, Trulia, Tumblr, Turner, Unilever,Unruly, Vibrant Media, Vindico, Yahoo!, YouTube, Zillow, Zumobi, and Twitter
What Is Native Advertising?
A paid ad that is so cohesive with the page content, assimilated
with the design, and consistent with the user experience that the
viewer simply feels it belongs
IAB Native Evaluation Framework
5,000 Nationally representative consumers who visit these news media
verticals online at least several times per week were divided into three groups based on the sites they visit…
Business (n=1,622)
Visitors to websites that cover finance, business, economics, investing &
technology
Entertainment (n=1,648)
Visitors to websites that cover media,
entertainment, celebrities, lifestyle & fashion
General News (n=1,730)
Visitors to websites that cover breaking news,
politics, world news, U.S. news and local news
IAB & Edelman Research: Consumer Receptivity to Native Ads
Research study was conducted from June 23 – July 2, 20149
10
Focus was on In Feed Sponsored Content
Examples of “blind” mock-ups of site content respondents saw, below:
Q28: Have you seen this type of content before today?
71%
Business NewsEntertainment
Audiences Are Aware of Sponsored Content
Sponsored Content Awareness(Asked after exposure to examples)
have seen sponsored
content
61% 70%
have seen sponsored
content
have seen sponsored
content
Consumers Are Receptive to Native Ads
Q17: Thinking about the advertising you see on the websites you frequently visit, how much do you agree or disagree with the following? I understand that the free content I view online is made possible by online advertising. Q47: How much do you agree or disagree with the following statements? I am more open to advertising that tells a story than advertising that simply sells a product.
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Most Appealing/Interesting
Least Appealing/Interesting
Most Annoying/Intrusive
Least Annoying/Intrusive
Online Advertising Appeal Quadrant Analysis
Business
Entertainment
News
Banner Ads
In- Feed Sponsored
Content
Video Ads
Expandable Ads (i.e., expand on click or rollover)
Pop Up Ads
Q48: Thinking about the types of ads you see online, how would you rank each of these types of ads on the following measures? *“Appealing” and “Interesting” were tested as two distinct attributes; as the results tracked closely, these were collapsed for quadrant analysis
(Mean Ranking)
Sponsorship Awareness & Assumptions Differ by Vertical
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• Business News – 82% say the content is clearly paid for by a brand
• Entertainment News: 85% say the content is clearly paid for by a brand
• General News: 41% say the content is clearly paid for by a brand
Q31: How clear is it that this content is paid for by a brand company?
15Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This content can add value to my experience on this website
Sponsored Content Can Add Value to the Consumer Experience
Sponsored Content Perceptions (% Agree)
38%
45% 44%
27%
Adds value to site experience
Overall Business Entertainment News
Native’s 3 Must-Haves
Relevant
Brands: Match editorial in
style/quality
Publishers: Turn away advertisers
that don’t fit
Authoritative
Brands: Share your expertise
vs. sell
Publishers: Help advertisers
adopt a more editorial mindset
Authentic
Brands: Be yourself in a transparent
fashion
Publishers: Err on the side of transparency
17Q44: Thinking about the ways that brands can use this “sponsored” content to draw your interest, how important are each of the following? (Shown: % Important)
Important Factors to Drawing Interest(% Important)
Brand Relevance, Authority & Trust Drive Consumers to Sponsored Content
89%84% 82%
91%
83% 83%
90%
79% 79%
Relevant information Brand is an authority on topic Brand Iknow & trust
Business Entertainment News
Brand relevant information
18Q33: How would you rate this content on each of the following measures?
Ad Relevance, Authoritativeness & Trust Drive Consumer’s Enjoyment/Interest in Sponsored
Content
67%
67%
68%
70%
77%
73%
74%
75%
75%
83%
Brand is authority
Content is relevantto site
Brand is trustworthy
Brand is relevant
Content is relevantto reader
Interesting
Enjoyable
Sponsored Content Perceptions (cont.)
“We live in a time where there's just so much information
available. They have to make their ad current and relevant to their
target audience.”
“I’d rather them know what I’m in the market to buy and give me some information or
an ad relevant to what I’m looking for, or what I might be looking for next week.”
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The Vogue Effect: Sponsored Content Can Enhance Site Favorability
Increased Favorability of Website As a Result of In-feed Sponsored Content(% More Favorable)
54% 53% 52%
Content is relevant toreader
Brand is an authority Brand is trustworthy
Q36: What, if any, impact does this content have on your view of this website? Q33: How would you rate this content on each of the following measures? Relevant to reader Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on this topic. I trust this brand to do what is right
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But Sponsored Content Is Riskier for General News Media
58% 57%55%
57% 56% 57%
42%39% 38%
Content is relevant to reader Brand is an authority Brand is trustworthy
Business Entertainment News
Increased Favorability of Website As a Result of Content(% More Favorable)
Q35: What, if any, impact does this content have on your view of this website? Q33: How would you rate this content on each of the following measures? Relevant to reader Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on this topic. I trust this brand to do what is right
56% 56% 55%
Brand is an authority Brand is trustworthy Content is relevant toreader
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Well-executed Sponsored Content Can Boost Brand Favorability
Increased Favorability of Brand As a Result of In-feed Sponsored Content(% More Favorable)
Q36: What, if any, impact does this content have on your view of this brand? Q33: How would you rate this content on each of the following measures? Relevant to reader Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on this topic. I trust this brand to do what is right
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Sponsored Content in General News Sites Is Riskier for Brands
59% 59% 60%57%
59% 59%
45% 45% 44%
Content is relevant to reader Brand is an authority Brand is trustworthy
Business Entertainment News
Increased Favorability of Brand As a Result of Content(% More Favorable)
Q36: What, if any, impact does this content have on your view of this brand? Q33: How would you rate this content on each of the following measures? Relevant to reader Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This brand is an authority on this topic. I trust this brand to do what is right
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93%
66%
93%
58%
93%
51%
88%
66%
Brand isrelevant
Brand isnot
relevant
Brand is anauthority
Brand isnot an
authority
Trust thebrand
Do nottrust the
brand
Site iscredible
Site is notcredible
Impact of Brand & Website Perceptions on Perceived Content Credibility
(% Content is Credible)
Site Credibility Boosts Brand Credibility
Q37: How credible is this content?Data displayed represents cross-tabulations based on respondent evaluations of the brand and website each respondent was randomly assigned:Q22: How would you rate this website on the following measures? Credibility Q34: Thinking specifically about this content, how much do you agree or disagree with the following?
41%Boost
60%Boost
82%Boost 33%
Boost
Consumer Guidance forNative Practitioners
Relevant
Brands: Match editorial in
style/quality
Publishers: Turn away advertisers
that don’t fit
Authoritative
Brands: Share your expertise
vs. sell
Publishers: Help advertisers
adopt a more editorial mindset
Authentic
Brands: Be yourself in a transparent
fashion
Publishers: Err on the side of transparency
TRANSFORMING CONTENT CONNECTIONSVIBRANT CONNECTS CONSUMERS IN REAL TIME WITH ENGAGING CONTENT & BRAND EXPERIENCES
DELIVERED CROSS PLATFORM
Since we saw the first spy shots of the Jaguar F-Type and the C-X16 concept that
previewed it, we had a feeling the British brand had a hit on its hands, but the
model’s popularity is exceeding expectations, with half of the model’s first year
production run already sold out, according to Automotive News.
About the Data: Vibrant Media surveyed 1,000 people between the ages of 13 and 64 across the United States who owned a computer, mobile phone, and/or
tablet, each of which must connect to the Internet. The survey was conducted online by Toluna, a leading online panel and survey technology provider.
CONSUMER POLL ON TRUST IN BRANDED CONTENT
Consumers’ trust:
• 35% trust editorial content, 33% trust branded content = only 2%
difference
Consumers’ distrust:
• 18% distrust editorial content, 15.5% distrust branded content
Focus more on media titles and brands consumers are familiar with:
• 12% distrust content from media titles they know, 6% distrust
content from brands they know
Consumers aged 13-34 years old proved to be more trusting of all
content producers compared to those aged 35-64.
HOWEVER..
31% U.S Consumers have previously mistaken an online advertorial for
an editorial article
61% believe that the advertiser or publisher
had purposely misled them
68% felt very annoyed that they were misled
BE TRANSPARENT
50% of respondents
feel that it is important
they be informed that
an advertiser has paid
for content
LABEL CORRECTLY
56% do not consider labels such as
‘paid post’ ‘advertorial’ or ‘sponsored
article’ as effective at distinguishing
branded content from editorial
MAKE IT CLEAR IT IS YOUR BRAND. THEY TRUST IT!
57% of consumers said that displaying an
advertisers logo is the most effective way
to distinguish branded advertising
54% said using different border
colors helped to distinguish
51% said using different fonts and typefaces could help distinguish branded content to editorial content
RELEVANCY
64 percent% said that they are more likely to pay
attention to branded content if it is placed within
relevant content
WHICH ONLINE BRAND CONTENT FORMATS GET THE NOD FROM CONSUMERS?
GREAT CONTENT TO REACH A NICHE TARGET AUDIENCE
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Scaling Content With
Scripted
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Current State of Content Teams
44%of B2B marketers say they
have a documented content
marketing strategy
73%of B2B organizations have
someone in place to oversee
content marketing strategy.
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Small Team, Big Content
Team
• Content Manager
Volume
• 50+ pieces of content published
per month
Content
• Blog Posts
• Guest Posts
• White Papers
• Slideshares
• Webinars
Content Creation
Scripted Writers
In-House20%
80%
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Efficiency of External Writing Teams
Editorial Calendar
Submit Guidelines
Content Written
Review Content
Publish/Promote
Measure
30+ pieces of content written
in 5 to 10 days
3 to 5 days of review and
editing
Promote across relevant
channels immediately
Measure and optimize
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Let Us Save You Time
The Managed Experience
• Kick off call with your manager
• Guideline creation
• Reviewing Content
• Post Delivery Check In
Managed Services Price
• $500 per month
• No minimum content spend
• 3 month contract, pay for
managed services upfront
• Pay for content as you go
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Thank You!
Ryan Buckley, Scripted.com
Co-founder
[email protected] [email protected]
Helen Mussard, Vibrant Media
VP of Global Marketing
Peter Minnium, IAB
Head of Brand Initiatives