Jesper Laursen, CEO i Native Advertising Institute, snakket under Epic Content Marketing 2016 om hvordan Native Advertising kan brukes til å få fart på innholdsmarkedsføringen, og hvordan dette kan hjelpe deg å bygge publikumet raskere. Han snakket først om hva Native Advertising er, hvorfor det vokser, og til slutt ga han 7 tips på hvordan man kan få det til å fungere. Her er presentasjonen.

1. Native advertising
The way to speed up
content marketing

2. The Agenda
• What is native advertising?
• How big is it?
• Why is it growing?
• 7 tips to making it work

5. What is native advertising?

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

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

8. Why here at
Epic Content Marketing?

9. ”If you build it they will come”
is not enough anymore

10. By 2020, the amount of information
on the Internet will grow by 500%
compared to last year
Source: Mark Schaefer, The Content Code

12. Native advertising will become part of every
content marketing strategy

13. Television has a ratio of 1:5
creation to distribution ratio
In content and native it’s 5:1

14. Let’s dive in

15. How does it look?

16. Articles in newspapers, magazines
and blogs – offline and online

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

22. Advertiser funded programming
on broadcast and web tv

24. Influencer distributed content

25. Influencer distributed content

26. In app content

28. What about programatic?

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

30. Native vs true native

31. Is native advertising new?

34. How big is it?

36. Traditional advertising
2015 = 75%

37. Traditional advertising
2020 = 50%

38. Native advertising
Content marketing

40. More than 60% of Facebooks revenue comes
from native
In 2016 more than 50% of LinkedIns revenues
comes from native

41. Hvad skal vi igennem?
In 2020 75,9% of all
digital marketing will be mobile
63,2% of that will be native advertising

42. 43% uses it for CM
Source: CMI

43. #3: The honeymoon
is over

44. #1: Content is
exploding

45. Why is it growing?

47. #1. Advertisers want it

49. Hvad skal vi igennem?

50. Hvad skal vi igennem?
44%

52. Hvad skal vi igennem?

53. Hvad skal vi igennem?

54. CTR on Native is 4x

55. #2. The publishers want it

56. 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 audience
Source: Native Advertising Institute

57. #3. The customers want it

58. “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”

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

60. 33% of the readers are equally inclined to click on an
article that comes from a brand as they are that of
an editorial article
Source: 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

61. 7 tips to making it work

62. #1: You need a strategy

66. #2: Find the right audience

67. #3: Native advertising needs to be
just as good as the editorial content

70. Guiding light
• Produced and financed by P&G
• Launched June 30. 1952 på NBC
• Stopped September 18. 2009
• 57 years
• 15.000 episodes

71. #4: Leverage the skills of the
media companies

73. A NEXT GENERATION ENTERTAINMENT SERIES – INTEGRATION
SOCIAL AND MOBILE PLATFORMS
73

74. 31% has an inhouse studio
66% use editorial team

75. #5: It has got to be transparent

77. #6: Make it shareable
and multichannel

78. A NEXT GENERATION ENTERTAINMENT SERIES – INTEGRATION
SOCIAL AND MOBILE PLATFORMS
78

79. A NEXT GENERATION ENTERTAINMENT SERIES – INTEGRATION
SOCIAL AND MOBILE PLATFORMS
79

80. A NEXT GENERATION ENTERTAINMENT SERIES – INTEGRATION
SOCIAL AND MOBILE PLATFORMS
80

81. #7: Be a daytrader

83. TAK FOR I DAG
JESPER LAURSEN
Email: jesper@native-institute.com
Twitter: @jesperlaursen

84. Who is doing it right?

85. What:
Sponsoreret posts on Reddit
How:
• Marriott Hotels ran ”Virtual Travel
Experience”-campaign.
• Asked users to promote their city

88. Results:
• 200.000 visits
• The sponsored peice with most user-
generated content
• Webby awards for best native advertising

90. Resultat:
• 70.000 read article
• 20.000 saw video
• 5.200 shares on Facebook
• Ran out of meat one week before Christmas
• Mediebedriftenes Landsforenings (MBL) markedspris
for 2014

91. Challenges and threats
Let’s dive in

93. Business

94. Target audience

95. Competitors

96. Influencers
BuzzSumo
Ads in-stream on Facebook
What about programmatic???

97. Keywee

98. Channels
Earned Paid
Owned

99. Earned Paid

100. Content Advertising

101. Organic Paid

102. Traditional media
PR Native

103. Social Media
Shares Native

104. Influencers
PR Native