how local media companies are implementing native advertising

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How local media companiesimplement native ad strategies

• Wendy Mays, Hall Communications

• Jay Small, President Informed Interactive

• Katie Wilson, (formerly) QCT Media Group

Copyright 2014 Content That Works, 866.CONTENT (866.626.6836)

Native Advertising

• What excites you about it?• What excites you about it?

• What worries you?

• What do you want to hear from ourpanelists?


How Local Media Companies Are Implementing Native Advertising Strategies

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Native Advertising

• Quad-City Times pitch

• Key Learnings from BMTN

• Top Targets

• Key Benefits

Katie Wilson

[email protected]

Native AdvertisingNative Advertising helps fuel visibility and traffic to your brand through our publication


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• Position your business as the expert in your industry through informational articles sponsored by you

• We write the articles, it is not an advertorial, that can run in both online d i t

Native Advertising

and print• The online portion runs as an article through the homepage of our website

and under another appropriate heading (ie. Health and Fitness) • Clicks through to its own article pages with links back to your website• The content is written keyword heavy to be SEO friendly• Article remains archived on qctimes.com for a minimum of one year• We will also provide suggested social posts for you to put on Facebook,

Twitter and Pinterest to help drive trafficTwitter and Pinterest to help drive traffic• Simply put- it’s an article that resembles a staff reporter’s work (making it

“native”), but it’s actually content written for an ad sponsor.

Print Example


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Online Positioning

Article Page


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12x 6x 4xOnline Article Only $1,000 $1,300 $1,500

Native Advertising Rates

Online Article & Print* $1,500 $2,000 $2,300

Additional OptionsSocial 1x $150 Slideshow (pics) 1x $375 Video 1x $500

Social Includes*Social Includes2 Facebook posts2 Twitter posts1 Pinterest posts*provided for you to post on your businesses social networks

Content ClicksArticle Posts

BringMeTheNews—Key Learnings

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Rick Kupchella’s BringMeTheNews.com June 2014 Study


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• Food content: Food made up only 6% of posts, but 28% of li k Thi t bli h th t it t d f d

BringMeTheNews—Key Learnings

clicks. This establishes the opportunity to advance more food content which the consumer is most interested in.

• Better targeted outdoors & sports: 23% of posts were outdoors and sports, but made up just 14% of clicks.

• Content Considerations: Consider publishing fewer “guide”category posts. These posts made up 29% of content published, but only 18% of clicks received.

Rick Kupchella’s BringMeTheNews.com June 2014 Study

• Automotive

• Bridal/Jewelry

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Top Advertising Categories/Targets

• Entertainment/Food

• Financial Services

• Grocery

• Health Care and Fitness

• House and Garden

• Lawyers• Lawyers

• Real Estate


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• Credibility of Native Ads: The trust and authority of the newspaper washes over the advertiser

• Authoritative: Positions the advertiser as the opinion leader in your

Key Benefits

Authoritative: Positions the advertiser as the opinion leader in your community for his/her category of business

• Flexible: Article can appear in print and online

• Impactful: Online article appears on home page as part of the news

• Direct: Online article links to the advertiser’s site

• SEO Friendly: Articles emphasize keywords important to the advertiser’s rank in organic search

L l i A i l i i hi f f ll• Long-lasting: Articles remain in archive for a full year

Native advertising programs• ‘Entry ads’ on index pages let search engines

f ll li kfollow links• Native ad article pages typically include text,

images, sometimes video– Disclaimers and labels– FOLLOW or NOFOLLOW

• Writing style informational, with ‘soft’reference to client as source

• Local properties set pricing, exclusivity


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Implementing Native Advertising

At Hall Communications Radio Group

Burlington, Vermont

Burlington, Vermont


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Cows outnumber people 2:1


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Vermont is home to…


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UnveilYourWedding.net


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There are no limits!

• “In the world of native advertising• In the world of native advertising execution, there is no limit to the possibilities when an advertiser and publisher work together on custom units...”

-- IAB Native Advertising Playbook



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12 Ways to Make Ramen Into Everything?


Why you need great content

• Chartbeat a data analytics company has• Chartbeat, a data analytics company, has found that just one-third of readers who click on a native ad engage with the content for more than 15 seconds, and only 24% scroll down the page. By comparison, two-thirds of readers who p ,access editorial content stay on the page past the 15-second mark, and 71% scroll for more.



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