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Google AdWords used to be a great way to get targeted traffic. For many online marketers, those days are simply over. Over the past several years, just about everybody joined the paid search party, driving CPC ever higher. At the same time, people have developed a severe case of ad blindness. The result is a steady decline in returns from search advertising. As a matter of fact, AdWords stopped making any sense in many industries. So what’s next for traffic acquisition? Native advertising, also known as organic advertising, is taking the world by storm. Great content, promoted through sophisticated recommendation engines to the right audience, at the right time, has proved to drive more engagement and better conversion rates.
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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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