Native Advertising Blueprint: Eight Critical Steps to Success

NATIVE ADVERTISING BLUEPRINT EIGHT CRITICAL STEPS TO SUCCESS SECTION 1/3 WHAT IS NATIVE ADVERTISING? Native advertising is a type of converged media that combines paid and owned content into commercial messaging that is fully integrated into, and often unique to, a special delivery platform. 32 FACEBOOK'S TWITTER'S SPONSORED STORY SPONSORED POSTS PROMOTED HASHTAGS AND TWEETS ON A MEDIA OUTLET Examples 2/3 WHAT ARE THE OPPORTUNITIES? Native advertising presents opportunities for the entire ecosystem: PUBLISHERS SOCIAL PLATFORMS AGENCIES New forms of premium inventory. New advertising products. New creative and media opportunities. ACME TECHNOLOGY COMPANIES BRANDS New solutions to facilitate and New opportunities for attention, engagement, and message syndication. scale the creative and delivery aspects of native advertising. 3/3 EIGHT CRITICAL STEPS FOR I SUCCESSFUL NATIVE ADVERTISING CAMPAIGNS TRANSPARENCY, DISCLOSURE, AND TRUST Disclose native advertising campaigns as commercial in nature, link to policies, and provide a channel for inquiry. STEPS CONTENT STRATEGY Put in place a foundational content strategy and establish governance with roles, and guidelines on voice, tone, and brand. COLLABORATION Encourage collaboration by defining workflow internally with stakeholders and externally with partners and vendors. 000 3 EARNED COMPONENT Factor in ways to share and amplify campaigns through earned channels. CONTENT PORTABILITY Ensure the content/creative can, wholly or in part, travel to other platforms. TRAINING Provide content strategy training at the brand level, (400 and train creative, sales, account teams, and media buyers on native tactics and strategies. ABILITY TO SCALE Determine strategies for scale, as native ad campaigns are usually platform-specific and cannot easily be reduplicated elsewhere. MEASUREMENT Develop KPIS for each campaign to serve as a baseline, and measure against a converged media model taking paid, owned, and earned media into account. 8. Based on Altimeter Group's report: Defining and Mapping the Native Advertising Landscape ALTIMETER 7 Download at: http://bit.ly/native-advertising-landscape