Your simple guide to the Native Age

WELCOME TO THE NATIVE AGE HUFF POST THENATIVE AGE "You are going to come across Native advertising, you just don't know it." Carla Buzasi, Editor-in-Chief, AOL UK and The Huffington Post UK WHAT IS IT? Native advertising is sponsored content, which is relevant to the consumer experience, not interruptive and looks and feels similar to its editorial environment. Watch this video and enter our competition News GENERATION N Tech savvy Generation N wants to interact with brands online. They may not know the term "Native advertising", but they engage with it more than traditional advertising. Prefer Native to traditional advertising Get their news online Expect online Say entertainment is key to online ads Interact with 28% 35% ads to be interesting 50% brands online and informative BETTER COLLABORATION... Media owners .can prove to be more effective, attracting more activity Media owners can offer a crucial editorial skillset to clients and agencies. By choosing partners carefully, the content will carry the trust and reputation of the media brand. Native Advertising Brands Creative/ Brand owners need Media Agencies to learn how to make a Agencies need to let go and accept that native advertising must go hand-in-hand with quality editorial content. Instead of focusing on scale, they solid business case for Native advertising. They should be prepared to take risks and invest in experimentation. need to create new business models where volume is not necessarily the master. THE 5 COMMANDMENTS SOCIAL NETWORKS Editorial skills are key. Tell a great, engaging story. Social networks are an integral and powerful component of a successful Native campaign Be entertaining. Generation N is crying out for entertainment. Align with consumer's interests - tap into their passion points. Be relevant to current online activity - don't interrupt. Be clearly signposted - don't try to fool anybody. BY 2025, WE PREDICT NATIVE... Native Traditional .will reach its tipping point and be the preferred form of advertising because the... .online behaviour .online interaction will of generation N will not change. increase as part of the on-going digital revolution. TO MAKE THIS HAPPEN WE NEED to build a bridge between editorial and marketing skills N. Engagement Audience insight Native Advertising Targeting suitable owners Story-telling Shareability Knowledge of editorial space Inspiration www.huffingtonpost.co.uk/news/native HUFF POST Marketing skills Editorial skills