sponsored content: the media's shift in storytelling
TRANSCRIPT
Sponsored Content The media’s shift in storytelling
Alisha Miranda Client Success Manager, Technically Media @makeshiftalisha #PTW16
BREAKING: Study Finds Most Marketers Plan To Just Continue To Act As If They Know How Sponsored Content Works -- @adweak
#PTW16
Definitions
Native Advertising - umbrella term; matches ‘look & feel’ of site
Sponsored Content - brand pays to sponsor a story produced by edit team
Branded Content - brand produces its own ‘content studio’
Content Marketing - content produced to push sales
Advertorial - outdated and frowned upon
*Sources: Contently, Mediapost, Digiday
#PTW16
BREAKING: Client Waiting For All Its Competitors To Start Doing Sponsored Content Before Dipping Toe In -- @adweak
#PTW16
Evolution
Print: 1600’s - 1930’s
Flyer Copy → Newspaper Ads → Magazine Ads → Print ‘Advertorial’
TV: WW2 - 1980’s
Product Placement Commercials → Celeb/Sports Endorsements
*Source: Ceros.com
Digital & Social: 2000’s - Present
Evolution
#PTW16
News & Editorial Public Relations MarketingAdvertising
Paid Media Sponsored Content Social MediaBlogs
Examples
#PTW16
Examples
BREAKING: Client Re-Writes Agency's Sponsored Content To Be Pretty Much Just A Hard-Sell Ad -- @adweak
#PTW16
Guidelines
Sponsored Content is:
1. Editorially driven - written in the tone/voice of writer but puts the brand at
the center of the story
2. Native to the site - behaves like other editorial content of the site (in-feed)
3. Transparent - clear and appropriate sponsorship language should always be
included
4. Ends with a strong call-to-action - drives reader engagement and makes an
impact
*Source: Contently
#PTW16
Valueiab research proves:
1. Positive view of news site credibility sparks a 33% uptick in perceived credibility of sponsored ad content
2. Relevancy (90%) is the top factor in sparking interest in in-feed sponsored
content, yet it also clearly demonstrates that the public’s feelings about the
advertiser itself determines the success of this type of native advertising
3. Criteria such as brand familiarity and trust (81%), as well as subject matter
expertise (82%), were identified as critical in driving news reading consumers’ interest in sponsored content.
*Source: iab.com
Value
1. Guaranteed placement
2. Timely
3. Credible
4. Increased engagement
5. Built-in team
6. Measurable
#PTW16
Best Practices
• Assemble a team
• Remember: audience first
• Trust in point-of-view
• Get creative with multimedia
• Establish thought leadership
• Measure and optimize
*Source: Moz
#PTW16
AMA
Alisha Miranda
Client Success Manager, Technically Media
@makeshiftalisha
#PTW16