Why All the Infatuation with Native

Advertising? 5 Truths Every Marketer

Should Know

June 2014

Om MalikFounder & Senior Writer

Om Malik provided the simplest definition

of native advertising. He described it as

“a sales pitch that fits right into the

flow of information being shown,” that

is also meant to fit seamlessly into

existing brand content and “is actually

valuable to the person viewing it.”

What is native advertising?

Source: Fast Company

Dan GreenbergFounder and CEO, Sharethrough, and Co-Chair, IAB

Native Advertising Task Force

“I firmly believe that advertising on the modern

internet will be defined by meaningful content,

not standard ads. There's a movement happening,

away from interruptive, traditional ads, and towards

thoughtful brand stories — and native ads are the

most potent and effective distribution strategy

for content-based advertising.”

Why does native advertising matter?

Source: IAB Native Advertising Playbook

So I ask you: Is native advertising simply a

fancifully-dressed up, repackaged iteration of a

magazine advertorial?

Let’s dive deeper and review

5 Native Advertising

Truths Every Marketer

Should Know

So I ask you: Is native advertising simply a

fancifully-dressed up, repackaged iteration of a

magazine advertorial?

Truth #1: Native ads are just repurposed digital

versions of print advertorials.

Source: Advertorial in More magazine

Truth #1: Native ads are just repurposed digital

versions of print advertorials.

Source: Advertorial in More magazine

Truth #1: Native ads are just repurposed digital

versions of print advertorials.

Source: Advertorial in More magazine

To learn more check out, www.pantene.com/fullandthick

• Pantene shampoo and conditioner system vs. leading salon brand

systems based on 2007 Kline report of sales data.

Truth #2: Native advertising is a different spin on a

sponsored post.

Source: Digiday and Business Insider

Truth #2: Native advertising is a different spin on a

sponsored post.

Source: Digiday and Business Insider

Truth #2: Native advertising is a different spin on a

sponsored post.

Source: Digiday and Business Insider

Truth #2: Native advertising is a different spin on a

sponsored post.

Source: Digiday and Business Insider

Truth #3: Native ads and sponsored content create

surprising results.

Source: IPG Media Lab

0 2 4 6

Seen more frequently.

2.7

4.1

Native Ads

Banner Ads

Truth #3: Native ads and sponsored content create

surprising results.

Source: IPG Media Lab

0 2 4 6

Seen more frequently.

2.7

4.1

Native Ads

Banner Ads

Native ads looked at

53% more frequently.

Truth #3: Native ads and sponsored content create

surprising results.

Source: IPG Media Lab

0 2 4 6

Seen more frequently.

2.7

4.1

Native Ads

Banner Ads

More likely to be shared.

0%

10%

20%

30%

40%

32%

19%

Native Ads

Banner Ads

Native ads looked at

53% more frequently.

Truth #3: Native ads and sponsored content create

surprising results.

Source: IPG Media Lab

0 2 4 6

Seen more frequently.

2.7

4.1

Native Ads

Banner Ads

Offer higher brand lift.

18%

Native ads feature…

Higher lift for

purchase intent

9% Higher lift for

brand affinity

More likely to be shared.

0%

10%

20%

30%

40%

32%

19%

Native Ads

Banner Ads

Native ads looked at

53% more frequently.

Truth #3: Native ads and sponsored content create

surprising results.

Source: IPG Media Lab

More personal according to past customers.

0%

20%

40%

60%

80%

71%

50% Native Ads

Banner Ads

0 2 4 6

Seen more frequently.

2.7

4.1

Native Ads

Banner Ads

Offer higher brand lift.

18%

Native ads feature…

Higher lift for

purchase intent

9% Higher lift for

brand affinity

More likely to be shared.

0%

10%

20%

30%

40%

32%

19%

Native Ads

Banner Ads

Native ads looked at

53% more frequently.

Truth #4: Digital marketers need better pickup lines.

Source: Tango and Instagram

Truth #4: Digital marketers need better pickup lines.

Source: Tango and Instagram

Shine a light on

what really matters.

Truth #4: Digital marketers need better pickup lines.

Source: Tango and Instagram

Shine a light on

what really matters.

Truth #4: Digital marketers need better pickup lines.

Source: Tango and Instagram

Shine a light on

what really matters.

Truth #4: Digital marketers need better pickup lines.

Source: Tango and Instagram

Shine a light on

what really matters.

Don’t be disruptive

and irrelevant.

Truth #5: Distribution is sh%t without content.

Source: Gawker and Wired

Truth #5: Distribution is sh%t without content.

Source: Gawker and Wired

Create stellar, relevant content…

Truth #5: Distribution is sh%t without content.

Source: Gawker and Wired

Truth #5: Distribution is sh%t without content.

Source: Gawker and Wired

… targeted and written for the audience.

‹#›27

The opportunity: Strive to build native ad content that

is tailored and personalized, ideally hyperlocal.

Consider an Opportunity and a Question

‹#›28

The opportunity: Strive to build native ad content that

is tailored and personalized, ideally hyperlocal.

Consider an Opportunity and a Question

The question: How do you scale your native advertising?

‹#›29

To have any chance to survive, let alone flourish in this

fragmented, attention-starved new reality, brand marketers

need to stir an emotional response that gets people to talk,

"love," share and act on your company or product.

Conclusion

‹#›30

To have any chance to survive, let alone flourish in this

fragmented, attention-starved new reality, brand marketers

need to stir an emotional response that gets people to talk,

"love," share and act on your company or product.

Conclusion

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Let’s spend more time on the basics – building

breakthrough, relevant content – and less time on

chasing buzzwords.