The Native Advertising Revolution

Getting your Marketing Content on the Web’s Top Sites—the Native Advertising Revolution

Michael Zev Gollender July 11, 2013

#NativeAdvWebinar

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Why are we just starting to talk about content

marketing? The web has always been

about content…and marketing.

CONTENT MARKETING IS NOT NEW

#NativeAdvWebinar

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Portals Search Social ?

THE EVOLUTION OF CONTENT DISCOVERY

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Banners Search PPC Share ?

THE EVOLUTION OF PROMOTED CONTENT

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SAILING IN A DEEP SEA OF CONTENT

• Find new revenue opportunities • Increase time on site, page views • Promote engaging content

• Reach a targeted audience • Get content found, consumed & shared • Drive conversions, actions, revenue!

ADVERTISERS

PUBLISHERS

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THE BANNER BLINDNESS EPIDEMIC

“The most prominent result from the new eye-tracking

studies is not actually new. We simply confirmed

for the umpteenth time that banner

blindness is real. Users almost never look at

anything that looks like an advertisement,

whether or not it's actually an ad.”

#NativeAdvWebinar Banner Blindness: Old and New Findings, Jakob Nielsen’s Alertbox: 8/20/07

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SOCIAL MEDIA: TOO CLOSE FOR COMFORT

“Brands are having to compete side-by-

side and pixel-for-pixel for our attention against

our friends and family members”

#NativeAdvWebinar Jay Baer, interview at MarketingSherpa Email Summit 2013, 6/10/13 7

SOCIAL MEDIA ADVERTISING CAN BE DISRUPTIVE

“…Nielson reports that 33% of people find

banner ads on social networks

more annoying than in other places.”

#NativeAdvWebinar “Will the Real Native Ad Please Stand Up”, Digiday, 6/26/13 8

THE NATIVE ADVERTISING REVOLUTION

“…readers are more likely to pay attention to

marketing messages that resemble the

content around them…”

#NativeAdvWebinar “Study Shows Native Ads Outperform Banners...Mostly”, Forbes, 5/3/13 9

NATIVE ADS AND CONTENT RECOMMENDATIONS

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OWNING THE CONTENT FUNNEL

Native Ad: Interruptive Ad: Awareness ✓

Consideration ✓

Conversion ✓

Owned Media ✓

Paid Media ✓

Earned Media ✓

Awareness ✓

Consideration ✗

Conversion ✗

Owned Media ✗

Paid Media ✓

Earned Media ✗ 11

AWARENESS, CONSIDERATION, CONVERSION

Your content is displayed to millions of users on different publishers

• Multiple Calls to action on the page • Increase earned media value by giving consumers quality content to share

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FROM CLICK TO BUY

Your content displayed to millions of users on different publishers

Relevant users see your content on your website

Increased conversion on your transaction page

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NATIVE ADS HELP PROPEL BRANDS

#NativeAdvWebinar “Eye-Tracking Study: Native Ads Outperform Banner Ads ”, MarketingProfs, May 8, 2013 14

NATIVE ADS GET SHARED

#NativeAdvWebinar “Eye-Tracking Study: Native Ads Outperform Banner Ads ”, MarketingProfs, May 8, 2013 15

WHAT CAN NATIVE ADVERTISING DO FOR YOU?

Discover great content through personalized recommendations

Optimize RPM by connecting users with content they love both on- and off-site

Increase visibility and drive conversions, resulting in better content marketing ROI

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ADVERTISERS

PUBLISHERS

CONSUMERS

HOW CONTENT RECOMMENDATION WORKS

Collaborative filtering Bucketed consumption groups

Contextual keywords & metadata

User behavior Cookies

Social Facebook/Twitter API

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DESKTOP TV MOBILE

TABLET

DISTRIBUTE CONTENT ON ANY DEVICE

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Videos Articles / Blogs Pictures & Slideshows

• Tips & tricks

• Ordered lists

• Industry secrets

• Earned Media

•Positive Reviews

• Before & after

• Celebrity

• Food recipes

• Fashion & style Ideas

• Funny/unbelievable

• How-to…

• Behind-the-scenes

• Exclusive interviews

• Authentic, funny

WHAT KIND OF CONTENT WORKS BEST?

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BRAND CASE STUDY: eSalon

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“We have seen considerable business growth

directly related to our content marketing efforts. It

drives over 70% of our traffic, 2/3 of which can be

attributed to native advertising campaigns—and

our business grew 40% from Q1 to Q2.”

BRAND CASE STUDY: eSalon

#NativeAdvWebinar 21

“Taboola is our point solution for driving large, engaged

audiences to branded content. Performance for Vans,

Levi's, Sol Republic and other clients has been

outstanding. 10-15x increase in views, 3-5x increase in earned media. Brands and media buyers take note,

this is the real deal.”

- Ryan Denehy, Executive Director Spur/Rooster

AGENCY CASE STUDY: SPUR/ROOSTER

#NativeAdvWebinar 22

BEST PRACTICES FOR A NATIVE ADVERTISING CAMPAIGN

• Promote lots of content • Continuously test ad formats, creative, media • Make content easy to share • Data, data, data!

• Create solid, audience-focused content • Continuously A/B test creative • Test various offers: videos, articles, etc. • Be prepared to measure results/ROI

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ADVERTISERS

PUBLISHERS

Ongoing A/B ad testing

CONTINUOUS TESTING & OPTIMIZATION ARE KEY

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HOW TO MEASURE ROI FROM CONTENT MARKETING?

Step 1: Calculate your investment in content creation • What you pay for content creation and hosting x overhead factor

Step 2: Calculate your return • How many conversions x conversion rate, Average Customer Value, and avg. profit margin

Step 3: Calculate your ROI • (Return-Investment)/Investment = ROI%

Adapted from: “A field guide to the 4 types of content marketing metrics”, Jay Baer, 11/3/12 25

Great content, promoted through

sophisticated recommendation engines to the right

audience, at the right time, has been

proven to drive more engagement and

better conversion rates. Give it a try!

IN SUMMARY…

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Q & A

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Michael Zev Gollender zev.g@taboola.com

@mzgollender

Thank you!

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