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Search Influence VP of Sales/Marketing Kelly Benish spoke at Local Media Association (LMA) and BIA Kelsey’s Digital Agency Summit, on a session entitled, “Native Advertising/Sponsored Content – A New Revenue Opportunity.” Kelly highlighted the differences between advertorial, native ads and content marketing, as well as ways to implement native advertising into digital agencies’ product menu through sponsored blog posts, sponsored Facebook stories, infographics and white papers.
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Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Native Advertising / Sponsored Content:A New Opportunity Area
Kelly Benish, VP of Sales & Marketing, Search Influence
Who Am I? I work here. I blog here.
I volunteer here. And here.
I have a history in:
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Everybody’s Talking About it
Everybody’s Talking About it
Image Source: http://www.dailymail.co.uk/femail/article-2027239/Lucy-Cavendishs-Gossip-Diary-Women-spend-5-hours-day-tittle-tattling-says-survey.html
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Image Source: http://phillbarron.wordpress.com/2012/01/21/mystery-vs-confusion/
Gee, I’m just so confused!
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
What are you Talking About?
Image Source: http://www.zazzle.co.uk/1950s+posters
Image Source: http://2.bp.blogspot.com/_Lf_OqPz8o90/SLsT-WOrbYI/AAAAAAAAAeE/9IdynesEbVM/s1600-h/ilovelucy2.jpg
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Oh My!
Image Source: http://ohyesohyes.blogg.se/2012/january/
Native Ads, Content Marketing,
Advertorial…
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Advertorial Native Ads Content Marketing
Sponsored Content Camo for content Buzzword for SEO
Obviously paid for it Actionable Content Drives Traffic
Sales-oriented Advertorial-esque Brand Promotion
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA KelseyImage Source: http://www.allposters.com/-sp/Man-Reading-Newspaper-Posters_i8005549_.htm
Nobody reads ads, people read what
interests them. Sometimes, it’s an ad.
- Howard Gossage
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Why do you Want to do it?
• eMarketer’s estimated $2.55 billion from Native Ads in 2015.
• 59% of media buyers say native ads are very important. – Solve Media
• 70% of consumers prefer getting to know a company via articles rather than advertisements. - INMA
Image Source: http://www.fotosearch.com/print/clt003/s7818/
Money, money, money!
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Native Advertising 101
• Promotes Content• Choice• Visually Integrated• Denoted as paid• Branded
Image Source: http://www.abovetopsecret.com/forum/
Loving this rumble seat!
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
• Branding = conversion• Savvy customers – Don’t like display
• Revenue-driving experience• Engage users with content• Leverage customer attention
Image Source: http://www.otrcat.com/creepiest-old-time-radio-show-collection-p-49481.html
Why Native Ads?
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Concerns
• Scale• Timeliness• Oversaturation risk
• Conversion• Guidelines• Tracking data
Image Source: http://www.shadowlocked.com/201108052046/lists/top-10-coolest-gangs-in-film.html
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Social Bookmarking
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Native Social Advertising & Promotionof all web traffic comes from shared content
20%
Image Source: http://www.theguardian.com/local-government-network-serco-partner-zone/serco-partnerzone-innovation-shared-service
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
InfographicsGet More Leads!
Image Source: http://www.newsday.com/long-island/li-life/doris-lentini-s-photos-show-how-long-island-lived-1.2413195
Viral Infographics
Image Source: http://nowthinkagain.net/blog/office-politics-rule-3-%E2%80%93-politics-does-not-exempt-you-from-making-a-contribution/man-drinking-coffee/
Golly, those are some
great results!
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
WHITEPAPERSQuality Content Earns Leads.
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
SPONSORED BLOG POSTSHidden Advertising Opportunities.
Image Source: http://juneauempire.com/local/2013-09-16/life-preserved-letters-love
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Everyone’s Doing it…(almost)
Image Source: http://rokpool.com/category/tags/dance-this-mess-around
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
How Should I Package Native Advertising?
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
But…Are They Doing it Right?
Image Source: http://www.standupexecutive.com/?attachment_id=4789
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
The Anatomy of Native Advertising
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Guidelines to Native Advertising
• It’s not only about impressions and visits– Connecting the brand to the content– Connecting the content to the consumer
• You need a content team – (A skilled content team)– (That can scale)• 54% of brands don’t have an in-house person
dedicated to creating content – e-marketer
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Show me the Proof
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Not All Updates Are Equal
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Facebook Ad Effectiveness
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
That’s Pretty Convincing Proof
You’ve Got There!
Image Souhttp://jake-weird.blogspot.com/2011/01/happy-birthday-stephen-bogart_06.htmlrce:
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
My Longevity is Due to my Good
Timing-Tony Curtis
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
SEARCH INFLUENCEScalable Solutions Powered by Experts
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
About Search Influence
White label online solutions provider.
We have a huge, talented team.
We are located in a fun city.
Tons of expertise.
And honors.
We’re growing. (exponentially)
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
We’ll take care of all the heavy
lifting
Ayyyyy!
Image Source: http://www.javelinexperiential.com/experiential-marketing/be-an-event-marketing-sensation-without-jumping-the-shark
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
As Seen In:
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
About Will Scott, CEO• First website online in 1994
• Deployed over 2,500 customized web sites in 18 months (with a production staff of only 12).
• Former Vice President of YPsolutions (acquired by Local Matters)
• Online directory vendor to 20 independent Yellow Pages
• Deployed over 300 online yellow pages / year with print “look and feel”
• Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 months
• Uniquely qualified to help media companies’ online products
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Search Influence Leadership Team
Angie ScottFounder / COO
Kelly BenishVP Sales & Marketing
Luke LedetLead Developer
Steve MaloneyContent / Production
Manager
Paula KellerDirector of Account
Management
Jeremy Brown Operations Manager
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Make Your Clients Love you…(even more than they already do!)
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Existing Partners
Confidential, Property of Search Influence, LLC © 2013@LoKellSearch Presented to The LMA & BIA Kelsey
Thank you!
Kelly Benish• searchinfluence.com/blog• [email protected]• twitter.com/LoKellSearch• www.Linkedin.com/KellyBenish