Presentation Transcript

1. Native Advertising: Making Money with Sponsored Content
2. Jason Kalin, SVP Business Development, Nativo Jamie Cohen Head of Sales, Aggrego Terry Ward COO, KPC Media Group
3. Jason Kalin, SVP Business Development, Nativo
4. Advertisers compete for attention like everyone else! 4
5. $44 billion projected to be spent on custom content creation and distribution in 2014 Source: Custom Content Council, 2014
6. What is native advertising? “Paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong.” -- IAB Native Playbook 2013
7. LOOK Matched to the look and feel of the publisher website. LOCATION Always within the content stream True native advertising = fully integrated experience RELEVANCY Contextually relevant FULLY INTEGRATED & SITE SERVED Publisher-served content for an integrated experience and maximum user engagement
8. Native advertising’s value to brand marketers “Native advertising is paying for the right to be part of the user experience, as opposed to the right to interrupt it.” -- Jack Krawczyk, Pandora
9. 78% of CMOs think custom content is the future of marketing Source: Hanley Wood, 2013
10. The catalyst for native is content marketing… 0.1% 72% CLICK THRU RATES FLATLINE SKIP RATES SKY ROCKET Average Skip Rate Pre-roll Video Ads YouTube Average CTR In-Page IAB Display Ads US Source: Google/DoubeClick Display Benchmarks 2013, Google/YouTube TrueView Benchmarks 2013 DIGITAL Bulk of online advertising proving ineffective for brand building and storytelling
11. 50% Native drives authentic consumer engagement higher purchase intent vs. banners 80% of users read article previews 10x-30x higher response rates vs. banners 18X 90 seconds average time spent on content - 18X rich media 16X Less than 3% bounce rate – 16X better than an external landing page 76% recall the brand name and context of the sponsored content 40% higher brand lift vs. banners Source: IPG Media Lab Study 2013, Nativo Internal Metrics (last 90-days), DoubleClick Display Benchmarks 2013, Markerly Focus Group 2013, SEOMoz 2013
12. Marketing budgets are quickly shifting to nativebillions Source: BIA/Kelsey April 2013 & Mid-Year Update, “Annual US Local Media Forecast: Social Local Media 2012-2017”, eMarketerJune 2013,“US Digital Sponsorship Ad Spending 2012-2017, rev:12/2013
13. Native immediately enhances display sales & CPMs “Publishers Are Luring In Marketers With Native-Ad Products… …Forbes bundles sponsored posts with broader ad buys.”
14. Early adopters signal a massive revenue opportunity “…publishers estimate upward of 20% of their overall online revenue will come from native advertising…most native advertising [is] sold at a premium; anywhere from $8-$50 CPM…” -- Forrester Study 2014
15. Early adopters began offering native in late 2010
16. Early majority now moving fast to launch offerings
17. Local media companies are mobilizing quickly
18. All Native Offerings are Premium Ad Vehicles Pricing Mechanisms Flat Rate per timeframe (Sponsorship Style) CPM vCPM Not sold on a straight performance basis Rates $15 - $52 CPM’s & vCPM’s Sponsorship model – varies by publication type
19. Miami Herald – Local Example
20. Miami Herald – Local Example
21. Johnson City Press – Local Example
22. Johnson City Press – Local Example
23. Technology has solved the scale challenge AD SERVER + CONTENT MANAGEMENT True native content distribution with the precision, flexibility & control of display ad serving
24. Sales training, pricing, and packaging = nothing new
25. Remaining challenges are mostly quality control Is advertiser content clearly labeled as “sponsored” or “promoted”? Is the content well produced and of high-quality? Is the content meaningful and relevant to my consumer? Does the content provide value and utility to my consumer? Does headline copy align with the promoted content? Will this content yield a positive experience for my consumer? Would I read this if it were relevant to me and my interest?       
26. Jamie Cohen Head of Sales at Aggrego
27. Our Chicago Audience
28. Right Mix Of Process, Scale, Utility & Soul
29. How It Works: Content Generation Community Site Web Presence Manager Community News Manager Social Media Social Media Curation & Acceleration Curation & Acceleration Performance Report Performance Report
30. How It Works: Sales Community Site Aggrego Sales Staff drives the transition to pure digital Legacy Sales Staff continues to farm traditional, print-first advertisers AGGREGO Sales Staff Legacy Sales Staff To a lesser degree, LSS sells digital to existing print advertisers Digital (Integrated) Sales Digital Only Print Sales Local Advertisers
31. How It Works: Overview
32. Our Trusted Brand, Your Relevant Message
33. Optimized for Tablet and Mobile napervillesun.suntimes.com
34. We Syndicate On Social Sites
35. We Syndicate On Our Partner Websites
36. Detailed, Powerful Performance Reporting
37. The Lead Funnel and ROI
38. Sponsorship Based SO-LO-MO Bundles
39. Terry Ward COO, KPC Media Group
40. KPC Media Group Inc. is a multimedia firm reaching the largest single audience of any media company in northeast Indiana. our portfolio of products: three daily newspapers three weekly newspapers four monthly newspapers regional business publication two coupon clippers three shoppers two real estate guides family magazine three yellow page directories four premiere multimedia news sites direct mail company print & design unit digital marketing agency Terry R. Ward Chief Operating Officer tward@kpcmedia.com@TerryRWard
41. Terry Ward, COO @TerryRWard tward@kpcmedia.com Sales & Digital Organizational Structure Notes: Positions noted in greenhave the ability to sell full suite of digital services. Positions noted in red have the ability to sell a limited suite of digital services (sponsored stories, social media, template website, listing cleansing, reputation monitoring) All positions can sell traditional digital advertising (banners, buttons, tiles, contests, etc.)
42. Position selling verses SEO Sponsored stories stay on the site, easily accessible Sales are focused on site prominence rather than SEO
43. Prominent placement across the site In the navigation bar on the home page: http://infortwayne.com
44. Prominent placement across the site In a featured position on our home page: http://infortwayne.com
45. Prominent placement across the site Mixed in with the features on our home page: http://infortwayne.com
46. Prominent placement across the site Grouped together when you click through the Sponsored link
47. Prominent placement across the site Each story has it’s own destination page to contribute to ongoing SEO. Each story is clearly marked as a sponsored story to eliminate confusion.
48. Local businesses are embracing the idea Currently close to 30 sponsored stories on the site
49. In house content creation Digital Agency General Manager Digital Sales Manager Creative Manager All sponsored content is coordinated by our digital marketing agency Business Development Specialist Web Developer Business Development Specialist Search Marketing Specialist Inside Business Development Specialist Content Strategist Digital Copy Writer Graphic Designer/Artist
50. Jason Kalin, SVP Business Development, Nativo Jamie Cohen Head of Sales at Aggrego @Jcohenstl Terry Ward COO, KPC Media Group