Presentation from Content Marketing Institute's Joe Pulizzi on the State of Native Advertising, including multiple examples of what Native Advertising is, the goals of Native, and what publishers and media companies need to think about when approaching a content marketing solution for advertisers and clients.
Text of The State of Native Advertising
@JoePulizzi JOE PULIZZIS PRESENTATION: Thoughts on Native
Advertising
@JoePulizzi Content Marketing Institute CMI teaches marketers
how to effectively own their media channels to attract and retain
customers.
@JoePulizzi What is Native Advertising? A Directly Paid
Opportunity Usually Content Based Delivered In-Stream Source:
IAB
@JoePulizzi ...you are more likely to survive a plane crash
than have someone click on your banner ad...
@JoePulizzi The goal of native advertising (at least for
definition purposes) is: to not disrupt the user experience to
offer information that is somewhat helpful and similar to the other
information on the site so that the content is engaged with at a
higher rate than, say, a banner ad
@JoePulizzi State of Native Advertising 62% of publishers and
media companies offer some kind of native advertising program. 66%
of brands create their own content for native advertising programs
(in most other cases, the publishers assist in creating the content
for the brand). The most popular forms of native advertising are
sponsored blog posts (65%), sponsored articles (63%) and Facebook
sponsored updates (56%). Hexagram's State of Native Advertising
report
@JoePulizzi Why? 1. Media brands and social platforms are
aggressively offering native advertising products. 2. Brands now
spend approximately 25 to 30 percent of their budget on content
marketing initiatives. 3. There is a renewed passion in the
advertising community around native. This "new advertising" (even
though it's not new at all) has given hope to media buyers around
the world that something can perform better than a banner ad.
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@JoePulizzi Native from Twitter
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@JoePulizzi Outbrain Recommendations on Fast Company
@JoePulizzi The Awl
@JoePulizzi BrandVoice $50-75k mo. 25% of ad revenue
@JoePulizzi Edit Standards Commenting
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@JoePulizzi Buzzfeed 1. $100 million in revenues in 2014 2.
Sales team and creative department work together to pitch the
business. 3. 1.3 Social Lift (+3 for every 10)
@JoePulizzi BuzzFeed Sponsored content group major
responsibilities are writing all the advertorials and who play a
big part in the pitch process for new business. Big Idea group The
Big Idea groups major responsibility is coming up with larger
integrations and initiatives things that involve a big spend beyond
just the post. In house designers responsible for custom graphics
and info graphics to design into bigger integrations; and then they
work with the product team to make those a reality. Photo team
responsible for taking all the photos in house. Plus one copyeditor
and one project mananager Forbes
@JoePulizzi Guardian Labs
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@JoePulizzi How NYT Does It 1. Separate Group 2. Story Ideas
come from NYT 3. Content Lives Forever 4. Not Shared via Social
Media 5. No Comments 6. Must Pass Current Editorial Guidelines
@JoePulizzi Recommendations 1. Tread Lightly 2. Always a
separate group (not the newsroom) 3. Focus on off-site content
programs 4. Keep current editorial standards 5. Must integrate
sales
