Native advertising,

a gamechanger or just common sense?

“The Future of Online Advertising”

San Marco Village | 31-03-2015

Wie is Rik?

LinkedIn : https://www.linkedin.com/in/riklagey

Twitter : @rik_lagey

Agenda

1. Advertising?

2. The digital landscape is changing

3. Advertising is changing

4. Native content? Native advertising?

5. Advantages of native advertising

6. Just Native advertising won’t work

7. The gamechanger is in the overal approach

8. Get inspired

9. Conclusions

1. Advertising

Advertising (or advertizing) is a form

of marketing communication used to

persuade an audience to take or continue

some action, usually with respect to a

commercial offering, or political or

ideological support.

*Wikipedia

Lucky me!

The other speakers before me should

have explained you all about online

advertising

So I can focus on Native Advertising

2. The digital landscape is changing

First, let’s go back 15 years….

2000

2. The digital landscape is changing

… towards how it looks

today in 2015!

2015

• Complex!

• Where to start?

• Where is my audience?

But notice, today it all

starts with CONTENT

3. Advertising is changing

Consumers

Moved from (news)portals... to search... to social

Are today looking to discover, engage, and share content

Brands

Moved from Brand Recognition -> Brand Experience -> Brand Endorsements

Today, great Brands are acting like publishers to make their content engaging and

sharable to generate true word of mouth marketing.

4. Native content? Native advertising?

Native AdvertisingAdvertising integrated in such a way

on a site, that it feels as an integral part

of the website

Native Content ‘Creative’ campaigns

Native Content

‘Neutral’ content made around brand values or elements of an advertising campaign, without

mentioning explicitlythe brand or the campaign

4. Native content? Native advertising?

Native Content

4. Native content? Native advertising?

De waarden van Je BRAND en haar

producten en diensten vertalen in neutrale

content die mensen willen delen via

sociale media.

Omdat ze interessant, relevant,

entertaining of gewoonweg cool en

fun zijn

5. Advantages of native advertising

10%Of US publishers to

offer native ads in

2014

61%Of advertisers give

preference to

integrated sponsored

content over

traditional ads

only 15%Of internet users

consider that display

ads are well

integrated

30%Estimated share of

adspend as of today

$4.57BExpected adspend in

2017 - 40% thereof in

social media

80%Of publishers and

agencies agree that

native ads are just

better ads

Sponsored content for a less interruptive, better integrated consumer influence

Sources : IPG Media Iab

Native ads integration into user experience allow for engagement rates and overallimpact well beyond those of display ads.

… vs display

+30% in social Sharing +18%

in brand lift

And purchase

intent

+50% Top of mind

from

1 to3% CTR increase

Sources : IPG Media Iab

5. Advantages of native advertising

6. Just Native advertising won’t work

So, the power is in…

The right blend!

Remember the 3 tactics!

1. Brand Recognition

2. Brand Experience

3. Brand Endorsements

Enhance the power of each tactic by blending them

If your consumer or prospect doesn’t know your brand, he will less

click on & interact with your native advertising formats…

You do need Brand Recognition! (Display advertising and others)

If your consumer or prospect didn’t had an outstanding Brand

experience, he will not endorse your Brand and native ads…

You need to take care of Brand Experience! (Customer centric

driven approach)

7. The gamechanger is in the overal approach

It’s in the overall approach!

What are we, as a consumer,

searching for on the net today?

• Publicity?

• Ads?

• “Our product is the best”-

stories?

• Look how great we are?

Don’t think so!

We’re looking for content!

- That helps us

- That inspires us

- Recommendations

- About topics we like

- Daily use

- …

Viral Shares

Content made

for Brands

Facebook Box

Advertiser

Twitter Box

Advertiser

How does it work?

• We create content around your

brand-values or your campaign

• Your content is viewed in-house on

the newsmonkey domain.

• The content needs to be within the

tone of voice of the site: “cool,

interesting and/or fun”.

8. Get inspired

Newsmonkey case

Partner

Channel Page

Wallpaper

Twitter and

Facebook page

How does it work?

• As an Advertising

Partner, we give you

a specific channel.

• Your channel stays 6

months online

8. Get inspired

8. Get inspired

Newsmonkey case

8. Get inspired

When does Native Advertising go viral?

IDENTIFICATION / COMMUNITY

OUTRAGE

NOSTALGIA

8. Get inspired

CREATIVE FORMATS

8. Get inspired

CREATIVE FORMATS

8. Get inspired

CREATIVE FORMATS

8. Get inspired

CREATIVE FORMATS

8. Get inspired

CREATIVE FORMATS

8. Get inspired

CREATIVE FORMATS

8. Get inspired

How to measure?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Artikel 1 Artikel 2 Artikel 3 Artikel 4

Seed views Social views

Seed views:Aantal views van personen die via de teaser op het artikel zijn gekomen.

Social views:Aantal views van personen die via sociale media op het artikel zijn gekomen

0

5.000

10.000

15.000

20.000

25.000

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6

Seed views Social views

Artikel 1

Artikel 2

Artikel 3

Artikel 4

Social lift:

4,3

Social engagementEngagement: 25.543 Impressions: 1.187.015

Engagement rate: 2,04%

9. Conclusions

1. Don’t even start when you don’t have a solid content marketing strategy

2. Bring valuable content that is relevant and inspiring, fun and engaging

3. Target your audience on the appropriate partner sites

4. It’s definitely not a battle with “traditional” online advertising

5. If done correctly, it will even enforce and amplify your media plan

6. Native advertising is not a pure “click generator”, it will change Brand

perception on the long term

7. Native Advertising is rarely a one shot

8. Conversations often follow, make sure you can deal with them. (Social

Media Monitoring tools)

THANK YOU