Ten Things Your Competitors Can Teach You About Native Advertising
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Do marketers love or loathe native advertising? Find out what the research reveals and learn best practices from your competition
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Ten Things Your Competitors Can Teach You About Native Advertising
- 1. 1 10 Things Your Competitors Can Teach You About Native Advertising
- 2. 2 A brief (thankfully) introduction….. As an award winning content producer with a passion for data-driven digital marketing, Jacquie’s background includes content, sales and marketing positions for some of the top news organizations in the country. Currently Jacquie serves as the brand evangelist for Advance Ohio, operator of cleveland.com, which has the largest online audience of any news and information website in the state of Ohio. Jacquie Chakirelis Senior Strategic Partner for Advance Ohio Jchakirelis@advance-ohio.com @CLE_mom
- 3. 3 Our advantage 5.7 million Monthly visitors 1.1 million Weekly readers 46 million Monthly views #1 for news and information in Ohio Serving +1.5 million readers in print and online every month
- 4. 4 Our extended digital network delivers a powerful combination of audience assets.
- 5. 5 Work smarter Use our data to target your audience • We collect data from each visitor—tracking and analyzing behaviors to a granular level. • We filter and categorize individuals into your target audience. .com Visitors habits and behaviors: • Consumers • Influencers • Supporters • Brand Specific Target + + + =
- 6. 6 Before we begin…. In an effort to be fully transparent, this was not my first choice title of my presentation…
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- 11. 11 What Does the Research Reveal? In October 2015 Advance Ohio commissioned a research report with the Content Marketing Institute to better understand marketers adaptation of Native Advertising. Free Report available at http://www.advance-ohio.com/nativeadvertising/
- 12. 12 43% of the survey respondents (all of whom had a content marketing role in their organization) reported using native advertising for content marketing purposes in the previous 12 months. SURPRISE! UNLIKE GREEN EGGS AND HAM, MARKETERS DO NOT HATE NATIVE ADVERTISING
- 13. 13 Of those content marketers who use native advertising: • 53% say it is extremely or very effective • 90% agree that it can be used to build audiences • 88% agree that it can be used to drive an action
- 14. 14 Native Ads Have Higher View-ability Source: dedicatedmedia
- 15. 15 What is Native Advertising? A form of paid online content placement that matches the format and function of the publishing platform on which it appears.
- 16. 16 Native Ads: The Core Six Source: IAB Native Playbook 2014
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- 19. 19 Included in this category are sponsored articles and other custom placements
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- 21. 21 1. Trust and Transparency are Non-Negotiable The Atlantic had a good reputation of being a literary and commentary magazine this article was contrary to The Atlantic’s voice and tone – propaganda over editorial. There was no intrinsic value for The Atlantic’s audience. What is the audience benefit? Unfavorable comments were initially removed – breaking the trust of the reader
- 22. 22 2. Communicates the Brand Values Native advertising should be a story that adheres to these brand assets, yet has more space to unfold than in a traditional advertisement. Read more at http://www.business2community.com/native-advertising/select-best-native- advertising-services-01223245#GeCFprtawzgC71Ca.99
- 23. 23 3. Part of a Content Strategy
- 24. 24 4. Uses Targeting Strategies
- 25. 25 5. Creates Emotional Responses
- 26. 26 6. Engages a Specific Audience Intent
- 28. 28 8. Provides Shareable Information
- 29. 29 9. Measures Metrics that Matter Engagement Metrics: Time Spent on Article Social Shares Total attention on site Total attention per piece.
- 30. 30 10. Use Data to Drive Decisions
- 31. 31 Where Does Native Fit in Your Marketing Strategy ?
- 32. 32 Make every connection count AWARENESS ENGAGEMENT CONVERSION LOYALTY Inspire with branding. Attract with a differentiating value proposition. Influence with an appealing offer. Foster re-engagement with current customers. BUYING CYCLE
- 33. 33 Thank you. Questions? Jacquie Chakirelis Senior Strategic Partner Connect: @CLE_Mom @Advance-Ohio jchakirelis@advance-ohio.com
- 34. SUPER-CHARGE your INTERACT16 EXPERIENCE at the Stop by the lobby and get advice from our rotating panel of digital marketing experts C O N T E N T | S E A R C H | W E B S I T E S | B R A N D | S T R A T E G Y POWER STRIP
- 35. 35 Rate this workshop with our survey. Each survey you complete gives you a chance to win a FREE TICKET to INTERACT17 DON’T FORGET
Editor's Notes
- INTRODUCTION Talking Points: All brands communicate, but few actually connect with their potential customers. We have a very large audience that is engaged with our site each and every day. Your current and prospective customers are already reading our content and interacting with our stories (i.e. The Plain Dealer, cleveland.com, Conde Nast, etc.) Our actively engaged audience provides you with the best opportunity to send a message to your target audience. “Digital Intelligence for Life” means: Leveraging consumer data to grow and evolve Being smart about the internet of things Taking full responsibility of your digital ecosystem A powerful resource for new and renewed vitality Optional: As a part of Advance Local, one of the largest media groups in the U.S., our first-party network includes 48 Million consumers across 12 local news and information websites that rank #1 among local media in their respective markets, including more than 30 newspapers. Together with The Plain Dealer Publishing Company, we are the #1 source of news and information in Northeast Ohio, serving more than 1.5 Million local readers in print and online every month.
- Having several years experience as a marketer, I became a proficient student of digital marketing by accident when I the content platform that I owned was nationally syndicated. Digital content syndication via Podcasts Gannett’s Momslikeme.com community launch Facebook disruption Today
- OUR DIGITAL ADVANTAGE This page demonstrates our presence as a local news leader Talking Points: We have the digital advantage of Ohio’s largest local news audience. Together with The Plain Dealer Publishing Company, we are the #1 source of news and information in Northeast Ohio, serving more than 1.5 Million local readers in print and online every month. Advance Ohio has a weekly readership of 1,119,676 unique individuals (combining The Plain Dealer, Cleveland.com, and Sun News) 5,730,000 = Total number of monthly unique visitors 46,000,000 = Total number of monthly page views Optional: 88% of people in NEO own a computer or mobile device 90% of adults in the Cleveland DMA use a wireless/cellphone 85% of adults in NEO access the internet In November of 2014, tablets and smartphones made up 54% of page views on Cleveland.com Mobile device usage has increased by 16% since 2014
- This powerful mix of sources deliver audience assets— demographics, geographic data, behaviors and interests. Collected assets are filtered and sorted in our Unified Data Management Platform Advance houses one of the most sophisticated unified data management platforms in the industry, offering our advertising partners access to valuable customer insights and audience targeting capabilities.
- DIGITAL INTELLIGENCE Talking Points: We’re here to optimize your dollars. Cleveland.com is the #1 digital source for local news and information (comScore, Omniture) 3.5 Million unique monthly visitors to Cleveland.com’s mobile site. 16.5 Million smartphone page views a month. We leverage the extensive data gathered from visitors to our site, including demographics, behavior, what they consume and what they share. Visitors habits and behaviors help us define who your brand’s key consumers, influencers and supporters are. We combine our proprietary first-party data with the best third-party data available to create a profile for each consumer. Our profiles allow us to specify exactly who your best customer is so we can target your best audience. Your strongest audience is the “Brand Specific Target.” Pairing your message with the right audience increases your opportunities for conversion. Delivering relevant communication for an audience seeking it creates a high-rate of return. Optional: NEO is 56% male, 44% female 69.5% have a household income +$50,000 77% have some college education 63% are married 58% are between the ages of 25-54
- There is so much negative talk about native that this classic story – based on Shakespeare tale Taming of the Shrew seemed like a good title with some adjustments of course…
- But when you really dig into native advertising – specifically from a marketer’ point of view – this title couldn’t be farther from the truth.
- Let’s face it native advertising has gotten a really bad rap. How many of you have seen the Jon Oliver segment about native advertising – hysterically funny! If you haven’t seen it, Just google Jon Oliver and native advertising and get ready for 11 minutes of tear inducing laughs – to sum it up, he’s not a fan of a certain type of native advertising.
- Of course there are just plain weird expressions of native advertising – Is this really a thing?
- THE BUYING CYCLE This infographic shows how we leverage each unique buying phase Talking Points: Your target is already reading our content and engaging with our stories. The key to success is the combination of the right audience with messaging that speaks to them at every stage of their decision making process. The campaign we’ve built for you strategically addresses each of these unique buying phases. It’s important to note how the messaging goals vary at each stage, from awareness to differentiation to purchase to credibility. Optional: statistics come from The Pew Research Center In the U.S., 61% of digital use is from mobile devices, with 43% from mobile apps. The online desktop audience represents 39% of the market and is shifting to mobile. Today’s national digital audience is made up of 18-34 (37%), 35-54 (38%), 55+ (25%) Smartphone use is made up of 18-34 (90%), 35-54 (81%), 55+ (57%) Social media is 24% desktop users, 62% mobile phone, and 14% tablet 39 out of 50 national news sites get more traffic from mobile devices than desktop, BUT only 10 out of 50 spend more mobile time per visit than desktop users
- THANK YOU. Talking Points: summarize, field questions, thank each guest and personalize the occasion