How to Display Native Advertising Content

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Groundhog Day1993Bill Murray plays Phil Connors, an arrogant and egocentric Pittsburgh TV weatherman who, during an assignment covering the annual Groundhog Day event in Punxsutawney,Groundhog Day event in Punxsutawney, Pennsylvania, finds himself in a time loop, repeating the same day again and again.

After indulging in hedonism he begins to re-examine his life and priorities.

How to Display Sponsored Content

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Native--Seen this before?

Custom Content

Advertorial Syndicated Content

Content MarketingPaid Post

A tool that which allows your customers access to your audience to tell their story and offer up expertise that might not be easily found elsewhere.

How To Display Native Advertising

• Invite Engagement• Strive for identification, Transparency &

Integration

• New and Increased RevenueNew and Increased Revenue

Three Real Life examples from publishers and 3rd party offerings


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Rate a Native Execution


Transparency(how clear does it identify itself as Native)

Engage-ability:is it easy to see, share, read and recognize

I t tiIntegration:does it fit the sites look and feel and audience


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Three Important PeopleAnnmarie (my sister)Salon Owner Leonardo’s Hair Design, RVC, NY • Highest Professional Certification by American Hair Color Institute(only 340 such colorists in USA)

• 2,000 sq ft, 12 employees and $1.5 million in revenue annually• $100,000 annual ad budget

Emilio PatenzaHead Bartender, El Rio Grande Mexican Restaurant since 1996• Genuine Tequila historian and expert and not just about Margaritas • 6,000 sq ft, 40 employees, over $10 million annual revenue•$600,000 annual ad budget

Max StrattonOwner, founder MaxBMW Motorcycles • Four Locations in CT, NY, NH and MA• Top 3 in six national Rally Moto Races, and 7th in Pike’s Peak International Hill Climb. Master auto and motorcycle mechanic.• 20,000 sq ft, 50 employees and $12 million in revenue annually• $550,000 annual ad budget

New and Repeat Business Sources


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These Don’t Have As Much…

Brand Trust, Loyalty, Long Standing Relationships With Their Audience (especially with Gen X and

Boomers)Boomers)

And that’s where local publishers can help

Displaying Native Effectively Allows…

Your customers to share their expertise with your readers while attaching themselves to your brand. (sound familiar?)

And this means more (right) revenue for publishers.

Real world examples …


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1: Mashable & Their Ad-Server

Let the Ad Server handle it. It Serves Ads, can’t it serve content too?

1: Mashable & Their Ad-Server

Let the Ad Server handle it. It Serves Ads, can’t it serve content too?


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Google does the work.

Google DART and potentially other ad servers can be rigged to serve native content

Mouse- over a sponsored story reveals a call to the ad-server…

This method is “presented by Capital One Spark”

Content Page Execution

Social / Sharing Tools Present

Everything on the Page belongs to Capital y g g g pOne-even the ads.

Native Content is good for the site’s audience


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Transparency 80(how clear does it identify itself as Native)

Engage-ability: 90is it easy to see, share, read and recognize

Integration: 90Integration: 90does it fit the sites look and feel and audience

Reaching Out To Ad-Server

ProsKnown 3Rd Party (Google or your ad-server)Known 3 Party (Google or your ad-server)

Cost is same as serving an adCan be more transparent

ConsNot specifically built for this (yet)Can be tricky to set up properlyEngagement & reporting still in early stage

time spent, sharing, not easily availableimps and clicks (not why we do native)


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2: Third Party Help

Let Someone Else Do it(But Keep Control)

TaboolaOutBrainShareThroughNativoDistroScale & others.






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2: Third Party HelpProsReportingRevenueEasy Set upHelp promote your own content

ConsBTF, slightly crammed (sometimes)Can be less engaging over timeTemptation to use their ads…won’t appear or link back to pub site (is that really native? How much does it matter?)

Number 3: DIY Integrate to your CMS


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Number 3: Your CMS

Number 3: Your CMS

Native Content is on an actual page.

Ads and links are site related, rather than native execution related.than native execution related.

Social and Sharing Tools

Delineation from edit is good


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3: Your CMS

ProsMost integration and controlGreat look and feel and UIMore of what native advertising is and native advertisers want

ConsCan be a process at firstScale can be an issue

Remember to Train marketing and sales staff wellUse to differentiate and up sellUse to differentiate and up-sell


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Wired: Pretty Nice..

Performance and comments30,000 sharesVery good engagementTopic is right for Wired’s AudienceTopic is right for Wired s AudienceWasn’t CheapGot NetFlix away from 2 week free trial offer (we think)


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Q / A


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Summary

Keep it FairCommunicate Value to Your Clients and Readers

Be Transparent and Recognizable(Respect advertisers and readers)

SuperCaliFragnativecontentmarketingorialalidocious

Content Marketing

Native can be all these is but doing it right can lead tobetter informed and engaged audience


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Three Examples

Ad-Server (Mashable)

Third Party (Templated) y ( p )

CMS Integration (You, the publisher)Naperville SunWired

More to come from Google.


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3: Your CMS

ProsMost integration and controlGreat look and feel and UIMore of what native advertising is and native advertisers want

ConsCan be a process at firstScale can be an issue

Remember to Train marketing and sales staff wellUse to differentiate and up sellUse to differentiate and up-sell

Google does the work.

Google DART and potentially other ad servers can be rigged to serve native content

Mousing over a sponsored story reveals a call to the ad-server

This method is “presented by Capital One Spark”


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Important Stuff.

Revenue important

People Important

Clients important

Displayed and executed correctly everyone wins.

Ways to Execute and…

Ad-Server (Mashable)

Third Party (Templated) y ( p )

CMS Integration (You, the publisher)Naperville SunWired
