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1
10 Things Your Competitors Can
Teach You About Native
Advertising
2
A brief (thankfully) introduction…..
As an award winning content producer with a passion for
data-driven digital marketi...
3
Our advantage
5.7
million
Monthly
visitors
1.1
million
Weekly
readers
46 million
Monthly
views
#1 for news and informati...
4
Our extended digital network delivers a powerful combination of audience assets.
5
Work smarter
Use our data to target your audience
• We collect data from each visitor—tracking
and analyzing behaviors t...
6
Before we begin….
In an effort to be fully
transparent, this was not my first
choice title of my presentation…
7
8
9
10
11
What Does the
Research Reveal?
In October 2015 Advance Ohio
commissioned a research report with the
Content Marketing I...
12
43% of the survey respondents (all of whom
had a content marketing role in their
organization) reported using native
ad...
13
Of those content marketers who use
native advertising:
• 53% say it is extremely or very
effective
• 90% agree that it ...
14
Native Ads Have Higher View-ability
Source: dedicatedmedia
15
What is Native
Advertising?
A form of paid online content
placement that matches the
format and function of the
publish...
16
Native Ads: The Core Six
Source: IAB Native Playbook 2014
17
18
19
Included in this category are sponsored articles and other custom placements
20
21
1. Trust and Transparency are Non-Negotiable
The Atlantic had a good reputation of being
a literary and commentary maga...
22
2. Communicates the Brand
Values
Native advertising should be a
story that adheres to these
brand assets, yet has more
...
23
3. Part of a Content Strategy
24
4. Uses Targeting Strategies
25
5. Creates Emotional Responses
26
6. Engages a Specific Audience Intent
27
7. Leverages Community
28
8. Provides Shareable Information
29
9. Measures Metrics that Matter
Engagement Metrics:
Time Spent on Article
Social Shares
Total attention on site
Total a...
30
10. Use Data to Drive Decisions
31
Where Does Native Fit in Your Marketing Strategy ?
32
Make every connection count
AWARENESS ENGAGEMENT CONVERSION LOYALTY
Inspire with branding. Attract with a
differentiati...
33
Thank you.
Questions?
Jacquie Chakirelis
Senior Strategic Partner
Connect:
@CLE_Mom
@Advance-Ohio
jchakirelis@advance-o...
SUPER-CHARGE your
INTERACT16 EXPERIENCE at the
Stop by the lobby and get advice from our rotating
panel of digital marketi...
35
Rate this workshop with our survey. Each survey you
complete gives you a chance to win a
FREE TICKET to INTERACT17
DON’...
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Ten Things Your Competitors Can Teach You About Native Advertising

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. 1 10 Things Your Competitors Can Teach You About Native Advertising
  2. 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. 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. 4 Our extended digital network delivers a powerful combination of audience assets.
  5. 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. 6 Before we begin…. In an effort to be fully transparent, this was not my first choice title of my presentation…
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. 10
  11. 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. 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. 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. 14 Native Ads Have Higher View-ability Source: dedicatedmedia
  15. 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. 16 Native Ads: The Core Six Source: IAB Native Playbook 2014
  17. 17. 17
  18. 18. 18
  19. 19. 19 Included in this category are sponsored articles and other custom placements
  20. 20. 20
  21. 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. 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. 23 3. Part of a Content Strategy
  24. 24. 24 4. Uses Targeting Strategies
  25. 25. 25 5. Creates Emotional Responses
  26. 26. 26 6. Engages a Specific Audience Intent
  27. 27. 27 7. Leverages Community
  28. 28. 28 8. Provides Shareable Information
  29. 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. 30 10. Use Data to Drive Decisions
  31. 31. 31 Where Does Native Fit in Your Marketing Strategy ?
  32. 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. 33 Thank you. Questions? Jacquie Chakirelis Senior Strategic Partner Connect: @CLE_Mom @Advance-Ohio jchakirelis@advance-ohio.com
  34. 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. 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

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