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Rebecca Caroe's talk to the Australian tech conference DIG (Design, Interactive and Green-Tech) Oct 2013. Summary of what native advertising is, how it's affecting brand marketers and newspapers. Who's making it work successfully and challenges for early adopters.
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Native AdvertisingWill the Newspaper Industry Adapt or Die?
Native advertising is a web advertising method in which the
advertiser attempts to gain attention by providing content in
the context of the user's experience
Paid Owned Earned
Trends to latch onto
Labeling
HuffPo labeling
BuzzFeed labeling
Mashable labeling
Linked In Labeling
McDonalds Amplification
Success measures
Church versus State
Native advertisingWill the newspaper industry
adapt or die?
Embrace change.“The media industry is bifurcated
into two distinct worlds: the struggling traditional segment that longs for a simpler, more profitable past that will never return; and the vibrant, entrepreneurial segment that is reinventing the industry
before our eyes. The simple act of choosing to live on the new, wide-
open frontier is a powerful step toward success.”
@[email protected]://www.slideshare.net/rcaroe/
Sources
How Justin Smith fixed the Atlantic http://paidcontent.org/2013/08/02/how-justin-smith-remakes-media-companies-and-why-the-atlantic-will-be-fine-without-him/ Netflix versus newspapers http://charman-anderson.com/2013/08/23/newspapers-versus-netflix-adventures-in-the-attention-economy/Native advertising is the opposite of pornhttp://mashable.com/2013/09/25/native-advertising-porn/Yahoo’s native advertisinghttp://www.thedrum.com/news/2013/07/19/native-advertising-will-bridge-search-and-display-never-says-yahoo-head-search#DhtBr1FkoXuH3B5M.99A primer on Native Advertisinghttp://www.businessinsider.com.au/a-primer-on-native-ads-2013-9 Edelman Report – Sponsored content an ethical frameworkhttp://www.edelman.com/p/6-a-m/sponsored-content-an-ethical-framework/
Sources…2
The Atlantic apologises over Scientology mis-labelinghttp://mediadecoder.blogs.nytimes.com/2013/01/15/the-atlantic-apologizes-for-scientology-ad/?_r=0 Mashable Native advertising is the opposite of porn http://mashable.com/2013/09/25/native-advertising-porn/Digiday How top publishers handle sponsored content http://digiday.com/publishers/how-top-publishers-handle-sponsored-content/Justin Smith’s welcome email to staff at Bloomberg Mediahttp://digiday.com/publishers/bloomberg-justin-smith-modern-media/ Creative Agency Secrets blog posts on Native Advertisinghttp://creativeagencysecrets.com/category/native-advertising/
Newspapers for sale
Jeff Bezos…Orange County Register – new owner Aaron KusherIn 2012 he tried to buy the Boston Globe“The real question, he adds, is, "How do we grow our way to prosperity?" The answer: Give Orange County more.While it's early in the game, Kushner says there are signs the strategy is paying off. "We're starting to see as we give the community more, they are engaging more with us and spending more money with us," he says. Both circulation and ad revenue are up”:http://webcache.googleusercontent.com/search?q=cache:http://www.usatoday.com/story/money/business/2013/02/11/orange-county-register-hiring/1897035/Charging for digital content, long considered anathema, has given many news outlets an important new revenue stream. Legendary investor Warren Buffett, who as recently as 2009 said he wouldn't buy newspapers "at any price," has started scooping them up. Last week, he added the Greensboro News & Record in North Carolina to his stable.
Labeling
How to show what type of content you are producingThe Atlantic Labeling for Scientology article , Kimberly Lau (VP & Digital Manager “Lau corrected her, saying, "No, if it's done well, they don't care."David Miscavige Leads Scientology to Milestone Year" on its site in January. Commissioned by the Church of Scientology, the article was labeled as advertising
Huffpo has a tag http://www.huffingtonpost.com/news/sponsored-content/ HuffPost Partner Studio is a team of talented writers, editors, designers and strategists dedicated to helping our partners create quality branded content on The Huffington Post.The staff at HuffPost Partner Studio work directly with brands to ensure that custom content reflects the brands’ goals while also maintaining the standards and voice that HuffPost readers know and love.Through a guided process that relies heavily on analytics and experience, HuffPost Partner Studio helps brands to craft shareable content that resonates with HuffPost readers, increases brand visibility and drives the social conversation.