Native Advertising, Sponsored Endorsements and Paid Posts

beebyclarkmeyler.com@gobcm

Native Ads, Sponsored Endorsements & Paid Posts:

Walking The Social Media Minefield

Mariana Rodriguez, Senior Account Director

marodcar

[email protected]

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IDENTIFYING THE RIGHT PARTNER

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1.Understand Your Audience

2.Research the Best Partner

1.Develop a Detailed Brief


Step 1: Understand Your Audience

• Business Goals

• Research, Research, Research

• Demographic

• Psychographic

• Behavioral

• Develop Personas & Insights

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Step 2: Research the Best Partner

PARTNER

Reach

Content

Experience

Cost

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Step 2: Research the Best Partner | Reach

• Does the audience composition align with your target audience?

– Demographic

– Psychographic

• Can the partner target distribution for effective reach?

– Beyond the size of the partner’s platform, can they target your

content to reach the people you want?

• Has the selected partner worked

with other brands in the past?

• Can they demonstrate having

successfully developed and

distributed partner content in

the past?

• If not, is your team ready to

take full charge?

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Step 2: Research the Best Partner | Experience

• Does the audience organically share, comment, like and engage

with the partner content already?

• Can the partner create original content that is authentic to their

platform?

• Do the content types produced and distributed by the partner tie

back to media consumption habits of your target audience?

• How does the audience react to partner content / native

advertising with this partner?

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Step 2: Research the Best Partner | Content

How to negotiate with your partner to get the most out of the partnership?

• Guaranteed views (video/content)

• Posting rights across your owned platforms (with paid media)

• Ability to create posts from their content that are native to the platform you are publishing (i.e. GIF for tumblr)

• Partner promotion on their owned channels: publishes on their platform, social channels, enewsletter, etc

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Step 2: Research the Best Partner | Cost

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Step 3: Develop a Detailed Creative Brief

• The more detail, the better the content produced

• Deliver legal guidelines and style guides

• Make the most of the Kick Off or Brainstorm

• Consider partner suggestions – they know their audience and platform best!

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CASE STUDY: Litter Genie Branded Content

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