why all the infatuation with native advertising? 5 truths every marketer should know
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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
Read more on
Entrepreneur
Read more on
Our Blog
Let’s spend more time on the basics – building
breakthrough, relevant content – and less time on
chasing buzzwords.
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