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Lva1 App6892
Lva1 App6892
Project on
Conducted by
Submitted by
Shahista Ahmed
MMS (Marketing)
Roll No. 92
2012 -14
CERTIFICATE
This is to certify that Ms. Shahista Ahmed, a student of Rizvi Institute of Management
Studies and Research, of MMS bearing Roll No. 92 and specializing in Marketing has
under the guidance of Dr. Kalim Khan in partial fulfilment of the requirement of Masters of
2012 – 2014.
_____________ _______________
I would also like to thank all the faculty and staff members of Rizvi Institute of Manageme nt
Studies and Research for being very cordial during the entire process of carrying out the
research.
I would also like to thank my Parents, Rizvi Institute of Management Studies and Research, its
teaching and non-teaching staff, my research Respondents, friends and all the people who
provided me with the facilities being required and conductive conditions for my MBA project.
Thank you,
Native advertising has so rapidly become endemic in digital marketing circles that there’s been
little effort to understand what it actually is. With brands, agencies, publishers, social media
platforms, and technology vendors venturing into new and hitherto uncharted territory, clarity
and definition are called for. Native advertising promises very real benefits both to consumers,
in terms of a more elegant and seamless user experience, and to the rest of the digital marketing
and publishing ecosystem. Developed and deployed correctly, the result can be more effective
and engaging messaging that provides welcome economic benefits — if sufficient strategy,
learning, coordination, and transparency are invested upfront. At present, scale is the most
difficult aspect of native advertising, and the one technology companies are working to address.
More contenders and solutions will soon emerge in this rapidly evolving space, but at present
native versus scale is an either/or preposition. More than other forms of advertising, native does
not live in a vacuum, but must be measured against other channels of paid, owned, and earned
media.
Table of Contents
2.1 Digital Media: New Game, New Rules, New Winners ................................................. 11
2.2.1.2 Interstitial........................................................................................................... 14
3.3 Why Content Marketing ROI Tools are Flawed and What to Use ................................ 22
3.4 How Can Marketers Bridge the Content Creation and Measurement Gap.................... 23
3.8 Multichannel Content Marketing Is Your Next Challenge: Here’s How to Overcome It
.............................................................................................................................................. 33
3.10 Why Paid Links Will Destroy Good Content, and How To Stop It ............................ 37
3.12 Can You Create Content that Builds KLT (Know, Like and Trust)? .......................... 41
3.15 Native Advertising Budgets Will Rise In 2015, Say Marketers .................................. 45
3.17 Where Brand Journalism and Native Advertising Can Fit Within Content Marketing
.............................................................................................................................................. 49
3.18 Social Media Advertising for Content Marketers: Insight from Salesforce’s ‘2015 State
of Marketing’ report............................................................................................................. 51
4.2.8 OpenX................................................................................................................... 67
One of the most significant announcements in advertising this year came not from a publis her
or an ad agency but from a tech company. A few weeks ago Apple announced that when it
delivers the latest incarnation of its operating system for mobiles, iOS9,that it will include
support for ad blocking software. ............................................................................................ 74
7.7. Respondents that have come across digital advertiseme nts while surfing the internet 86
7.15 Incase a user has an option to block native advertisements completely? What will the
user do ................................................................................................................................ 115
7.16 Now a days Ad-words are used a lot in Native ads, do you think adwords make native
ads more reliable or trustworthy. ....................................................................................... 116
It‘s hard to say which came first the widespread increase in consumer adoption or the massive
surge in the quality and type of video content available. Whatever the cause and effect, the end
result is lots of content being viewed in new and different ways. Below are three categories of
emerging content that I find most exciting, along with insights for brands seeking to leverage
video for marketing purposes, and content producers trying to create an audience by
experimenting with these forms.
Branded video content falls within the wider category of content marketing and is akinto
product placement. When done well, it‘s more about the content than the brand itself. The
videos can take a range of forms from the instructional to the entertaining. For a strong example
of the latter, look no further than BMW‘s recent web series Alter Egos, this features a bevy of
celebrities but zero cars. With this series, BMW targets a niche, upscale audience in other
words, exactly the kind of people who are in the market for a luxury vehicle.
Advertisers who want to create branded content should be aware that this medium requires an
inherent balancing act between their needs and the needs of the viewer. Videos featuring heavy
handed branding or overt company plugs will quickly turn off consumers, while videos that are
overly focused on driving sharing or viral buzz can have their brand message eclipsed by the
video‘s entertainment value. Above all else, when it comes to this kind of content, quality is
everything. The production value has to be top-notch, and proper placement is critical.
Original programming is a new but quickly growing segment of online video that includes
entertainment content created specifically for an online audience. Many of the medium‘s early
successes have been driven by content that‘s tied to traditional TV programming. The TV show
The Walking Dead, for example, boasts 16 million weekly viewers a massive audience that is
likely to engage online when meaningful content is available. AMC seized on this opportunity
by producing a series of short-form bonus videos, like cast interviews and behind-the-sce nes
stories, and making them available online. For content without a built-in audience, content
creators need to think strategically in order to attract viewers. Some of the most established
names in traditional media have struck distribution partnerships with new media outlets for this
purpose. Take for example, YouTube‘s much discussed premium channels, which feature
content from the likes of print publishers like Hearst, Rodale, The Wall Street Journal, Motor
Trend and Vice. Even more recently, traditional production houses have turned to Netflix as a
distribution platform for shows like House of Cards and Arrested Development.
The success of these two shows will have major implications for the future of original Web
programming, not to mention the cable industry. Aggregating an audience around online- o nly
content is challenging, and it requires a behaviour shift on the part of consumers. Once this
model gains traction, and a major player like Nielsen begins tracking viewership stats for this
type of content, I think we‘ll start to see advertisers invest some significant dollars. For now,
brand sponsorship of a series seems to be the safest bet for both parties.
Live Streaming Content once the sole domain of the TV industry, live programming is
becoming more common place online thanks to technology players like live stream. Politica l
events, concerts, church sermons and academic lectures are just some of the kinds of content
that have popped up as streaming events in recent months. With live and streaming content,
consumers are the real winners they gain access to a wide range of programming as well as the
convenience of being able to watch while on the go. Advertisers, meanwhile, gain access to
very niche and often geographically well-defined audiences, making this kind of content an
attractive option for those seeking to target particular demographics or interest groups.
Live video‘s potential to drive social engagement has significant implications for both brands
and content creators. Savvy content producers like Huff Post Live are already using social
media to help drive their strategy by using social buzz and real-time viewer feedback to
determine which topics to cover. On the advertising front, live content also lends itself to multi-
channel marketing campaigns that allow for social sharing and commentary, thereby driving
increased exposure for the brand. As these and other types of content continue to emerge,
consumers ‘expectations will continue to shift and heighten. The onus will continue to be on
the industry to do two things experiment with different types of content and pay close attention
to consumer habits and feedback. The opportunities for innovation from all parties’ brands,
content creators, and marketers are plentiful, and I expect to see more exciting changes in the
years to come.
After dotcom bust, many managers gave up on the Internet. Although Google is successful and
the echoes of a delighted Yahoo users are heard at times, a business manager is the most
unlikely face in that Internet loving crowd. Selling or for that matter doing or improving
business through Internet has few followers in spite of the e-commerce buzz. E-bay dazzles,
not only with a changed business model where it is more of a virtual hypermarket than a crafty
electronics seller. Today, however, some new innovations on the Internet space are making
managers give it a relook more than 45% of people using Internet are also registered with one
or more social networks are also more dispersed than their real life counterparts spanning
across geographies. Many times they also mirror reality. Many users (mostly aged above 45 in
developed economies) use this space to be in touch with real life friends and distant colleagues
Immediacy - The web changes at a blistering pace and online audiences, whose attention
spans are short, expect on-the-minute updates and information. To keep the favor and
attention of this group, you must respond to online messages and interact with communities
as quickly as possible.
Personalization - Customers online are no longer faceless members of a broad target
audience – they are individuals who want to be addressed personally. Use the wealth of
personal information available online to your benefit by targeting the relevant people
precisely and personally.
Relevance - Communication online must be interesting and relevant to the reader otherwise
it will simply be ignored. With all the information that is competing for your audience‘s
attention, you must find a way to stand out and engage readers. The best way to do this is
by giving them exactly what they want, when they want it.
The very first interconnected computer network was developed as a joint project between the
US military and several research organisations, and wentlive in 1969. New advances came
slowly at first network email was invented in 1971, international connections were established
in 1973, the term ‘Internet’ was first used in 1974 and the first real online protocols were
introduced in the 1980s. Everything accelerated in the early 1990s as Tim Berners-Lee,
acknowledged as the creator of the internet as we know it today, built on his earlier
revolutionary work and released the URL protocol, web browser softwareand the World Wide
Web to the public. By 1993, businesses started taking an interest in the internet. The debate
raged about whether they were permitted to use the internet for commercial purposes, since it
had been established as a strictly educational and non-commercial arena.
Eventually, however, the businesses won out and the last of these restrictions were dissolved
in 1995. Early internet giants like Yahoo and Amazon launched their online platforms in the
mid-1990s amid a wave of new search portals, including Alta Vista, Excite and Infoseek.
Google launched in 1998, taking search to a new level of accuracy and convenience. Other
commercial websites, like the auction site eBay, began to dominate the web, solidifying the
interactive and global commercial potential of the internet. In2004, the concept of web the
interactive, commercial, cooperative and user-centric web exploded into public consciousness.
Its main characteristics were the rise of social networking, the invention of tools that made
creating and customising personal pages increasingly simple, and the big push by online
marketers to make their advertising and products more accessible and desirable to online
markets. Commercial strategies have become more prevalent and innovative since then. Recent
years have seen a growth in web consciousness as users become more adept at filtering and
steering online content.
The digital marketing field hasn’t stood still. Here are some of the current trends:
Social media marketing - Whether it is a fad or here to stay, social media has made
commendable mark on the web landscape and, concurrently, on marketing tactics. Social media
marketing involves using peer recommendations, sharing, building brand personality and
addressing the market as a heterogeneous group of individuals. It also uniquely encourages
customers to create content and buzz around a product themselves.
Viral marketing - This form of marketing involves the exponential spread of a marketing
message by online word of mouth (sometimes referred to a word of mouse‖). A major
component of viral communication is the meme a message that spreads virally and embeds
itself in the collective consciousness (Don‘t touch me on my studio‖ is a recent South African
example). Viral marketing is closely tied to social media, since social media platforms and their
sharing functionality are the main way that a message is able to go viral online. Keep in mind,
however, that viral marketing does not make a holistic online marketing campaign and should
be just one of many tools used to create awareness and encourage interaction
Brand as product - More than ever before, brands are creating personas and identities around
themselves rather than the products they sell. The online space allows customers to interact and
converse with the brand personally and directly
Ad Fatigue - Web users have become very familiar with online advertising and have learned
to tune it out or have even installed programs like Ad Block Plus to block it altogether.
Marketers today have to think of very innovative and eye-catching strategies to entice wary
viewers.
Targeting - Virtually all online advertising is targeted to reach specific readers. Unlike the
broad-strokes targeting done in traditional marketing (placing an advert in a relevant magazine,
for example), web targeting can be extremely precise. With the immense amount of personal
and usage data currently available, targeting can be done automatically and extremely
successfully
Golden Oldies - Despite all the exciting new strategies, email and website marketing remain
among the most useful and effective techniques. These strategies do, of course, use new tools
and tactics (like advanced tracking, integration with social networks and customer-genera ted
content), but their essence stays the same.
Advertising takes off - As regulations fell away in 1995, internet marketing and especially
advertising boomed. To put the growth in perspective, US online advertising spend in 1994
was zero dollars, and leapt up to $301 million in 1996. Another year later, the market was worth
$1 billion. Search engine optimization (SEO) started tentatively in 1995, relying on luck and
guesswork before hackers managed to crack the first algorithms in 1997. Companies began
thinking about advert placement and started buying advertising space on related websites, with
links back to their pages and often accompanied with data-gathering measures such as asking
customers to enter their contact information. In 1998, Hotwired began selling banner
advertising space to large corporate clients and achieved a remarkable 30% click-through rate.
Online search portal Yahoo capitalised on this trend and offered advertising space on its
massively popular home page, quickly developing extra software for tracking user preferences
so it could target the advertising more effectively; it became one of the few dotcom companies
to earn a tidy profit from online advertising. Google took the idea, streamlined it and improved
the advert-targeting algorithms. In 2000, it introduced AdWords, an advertising service that
allowed marketers to pay only for adverts that were clicked on by a customer. The strategy,
which accounts for 95% of Google’s current revenue, became phenomenally successful and is
now the benchmark search engine advertising method.
Online search portal Yahoo capitalized on this trend and offered advertising space on its
massively popular home page, quickly developing extra software for tracking user preferences
so it could target the advertising more effectively; it became one of the few dotcom companies
to earn a tidy profit from online advertising. Google took the idea, streamlined it and improved
the advert-targeting algorithms. In 2000, it introduced Ad Words, an advertising service that
allowed marketers to pay only for adverts that were clicked on by a customer. The strategy,
which accounts for 95% of Google‘s current revenue, became phenomenally successful and is
now the benchmark search engine advertising method.
The rapid improvement of online technology and the new business ideas that it inspired led to
the dotcom boom of the late 1990s. The boom was a time when enthusiastic but inexperie nced
businesspeople conceptualised and financed through loans, advertising and venture capital
radical and exciting new web-based companies. Unfortunately, because the medium was so
new and the strategies untested, many dissolved into nothing and a lot of investment money
was lost (a well-known example is Boo.com, a fashion retailer that burned through Rs 1.5
billion in just one year and then went bust) the dotcom bubble had burst. This had a massive
effect on online advertising spend, which fell 33% from 2000 to 2002 and made companies
much more cautious of advertising online. The online advertising market was rescued by search
engine advertising, a field led by Google.
The field is growing and will become the largest and most important marketing sector in
coming years.
The growth will be driven by new innovations in technology.
On top of that, web users are becoming more aware and marketing savvy, and their attention
spans are shortening as desirable content becomes ever more quickly available. This market is
more likely to challenge, debate and denigrate a brand but it is also more likely to share good
content and products with an exponentially growing social circle.
Convergence is the process by which many technologies meld into one. Consider your cell
phone: it makes calls, has a small camera, functio ns as a web browser and calendar and
probably does a range of other software-based tasks. This is a good example of a basic
convergence device: many functions are compressed into one piece of technology.
Many devices are far more complex. Apple‘s new iPad tablet computer performs thousands of
possible function and can be used as a portable computer, document reader, web browser,
media platform and so on. Convergence also happens between seemingly unrelated devices.
For example, some advanced refrigerators include a small computer and internet connectio n:
the appliance monitors what food is in stock and automatically orders the necessary
replacements at an online grocery shopping site when you run low. Child-protection devices
monitor a child‘s location over GPS and its vital signs with a range of sophisticated equipme nt.
Content can now move seamlessly between desktop and mobile devices. In an always -
connected, converging world, marketing will have to adapt constantly and spread along these
new technological lines
Five key characteristics of socially adaptable and successful brands, which we believe all
organizations, can adapt and learn digitally are as follows:
Advertisers may also deliver ads based on a user's suspected geography through retargeting. A
user's IP address communicates some geographic information (at minimum, the user's country
or general region). The geographic information from an IP can be supplemented and refined
with other proxies or information to narrow the range of possible locations. For example, with
mobile devices, advertisers can sometimes use a phone's GPS receiver or the location of nearby
mobile towers. Cookies and other persistent data on a user's machine may provide help
narrowing a user's location further.
Web banners or banner ads typically are graphical ads displayed within a web page. Many
banner ads are delivered by a central ad server. Banner ads can use rich media to incorporate
video, audio, animations, buttons, forms, or other interactive elements using Java
applets, HTML5, Adobe Flash, and other programs.
A rectangular graphic display that stretches across the top or bottom of a website or down the
right or left sidebar. The former type of banner advertisement is called a leader board, while
the latter is called a skyscraper. Banner ads are image-based rather than text-based and are a
popular form of website advertising. The purpose of banner advertising is to promote a brand
and/or to get visitors from the host website to go to the advertiser's website
The host is paid for the banner advertisement through one of three methods: cost per impressio n
(payment for every website visitor who sees the ad), cost per click (payment for every website
visitor who clicks on the ad and visits the advertiser's website) or cost per action (payment for
every website visitor who clicks on the ad, goes to the advertiser's website and completes a task
such as filling out a form or making a purchase).
2.2.1.2 Interstitial
An interstitial ad displays before a user can access requested content, sometimes while the user
is waiting for the content to load. Interstitial ads are a form of interruption marketing.
Interstitials are web pages displayed before or after an expected content page, often to
display advertisements or confirm the user's age. Most interstitial advertiseme nts are delivered
by an ad server. Full-screen interstitial ads are referred to as hyperstitials. Some people take
issue with the use of such pages to present online advertising before allowing users to see the
content they were trying to access. Less controversial uses of interstitial pages include
introducing another page or site before directing the user to proceed; or alerting the user that
the next page requires a login, or has some other requirement which the user should know about
before proceeding. Banners are small ads that when touched typically take the user to some
form of full-screen in-app browsing experience.
An exact return on investment can be tracked ("track to basket") and has proven to be high
when done properly. Email marketing is often reported as second only to search
marketing as the most effective online marketing tactic.
Email marketing is significantly cheaper and faster than traditional mail, mainly because
of high cost and time required in a traditional mail campaign for producing the artwork,
printing, addressing and mailing.
Advertisers can reach substantial numbers of email subscribers who have opted in (i.e.,
consented) to receive email communications on subjects of interest to them.
Almost half of American Internet users check or send email on a typical day, with email
blasts that are delivered between 1 am and 5 am local time outperforming those sent at
other times in open and click rates.
Email is popular with digital marketers, rising an estimated 15% in 2009 to £292 m in the
UK.
If compared to standard email, direct email marketing produces higher response rate and
higher average order value for e-commerce businesses.
Today, these sorts of activities-designed to deliver advertising content, online or via mobile
devices, to consumers who have demonstrated their potential interest in the product or service -
are known as native advertising. The practice lives on a continuum between "annoying" and
"useful," depending on the perspective of the consumer. The goal for marketers is to land
somewhere closer to the useful end of the spectrum.
"The whole idea of trying to influence opinion through content that's been created by a brand
or marketing is not new," says Larry Weber, author of the recently released The Digital
Marketer, chairman and CEO of the marketing services agency Racepoint Global, and founder
of Weber Shandwick. But, he adds, in the past, "We at least had to put on it that this was an
advertisement." Today, he says, the delivery of advertising content has become somewhat
murky and less direct, and that can be problematic.
"Do people want great content to help them make decisions on everything from buying to
advocacy? Sure. But they don't want things in their face, and that's the mistake that I think a
lot of marketers are making-they're interrupting the experience, and I think that's wrong." There
can certainly be value for those who get it right.
The online marketing firm HubShout found, in a survey of 425 randomly sampled internet
users, the following:
72.8% of internet users who have read sponsored content believe it has equal or greater
value as non-sponsored content on the same website.
66.1% of internet users find sponsored links to suggested content at the end of articles to
be the most helpful form of native advertising.
66% of internet users presented with sponsored articles and banner ads said they prefer
clicking on sponsored articles over banner ads.
Patrick Quigley, CEO of the advertising technology firm Vantage Media, says native
advertising "is the new black-it's there; it looks good; and it's not going out of style any time
soon." Vantage Media's research supports HubShout's findings. Still, he points out, not all
native advertising is "smart native." There are standards, he says, that should be considered by
marketers to leverage native advertising to meet their goals. These include the following:
Informative content. "A reason why native advertising carries a negative perception may be
from the days of the in-your-face advertorial," Quigley says. "If the content is useful and
presents something your audience didn't know before, they're likely to trust it and refer back."
Continuous improvement through testing. Quigley recommends testing for everything from
tone to length to layout. In addition, consider factors like time of day and other events
happening in the world when laying out campaigns.
The use of analytics to prove results. "Native advertising is expanding into new areas of
media and there are stats to prove it's having [an] impact, down to where and with whom," says
Quigley. As Hallmark's success illustrates, the content delivered through native advertising
must be high-quality and must be valued by the audience to achieve desired results. The days
of "content mills" are waning. Mark Howard, chief revenue officer for Forbes Media in New
York, says Forbes was a very "early pioneer in this space, long before it was referred to as
native advertising." Its approach was to invite marketers who had expertise to become part of
the content experience on Forbes.com. Users value this content.
"Research continues to validate that readers of these websites are, number one, aware that the
content is there because a marketer paid to place it-and, two, have strong feelings that the
content is valuable to them. The "State of the Media 2014" report from the Pew Research
Center's Journalism Project indicated that BIA/Kelsey estimated that native advertising
revenues reached $2.3 billion in 2013 (up from $1.6 billion in 2012) and projected that revenues
would reach $4.6 billion by 2017.In 2013, Forbes teamed up with IPG Media Lab and
conducted a study of the effectiveness of branded content. That research indicated that branded
content provides better brand recall than display ads. In addition, it was found that pairing
display with branded content serves to boost awareness.
In addition to quality, transparency is imperative. It's terrible and immoral to try to hide the
fact [that it's advertising].The future of marketing is about transparency and honesty and truth."
If the content is high-quality, people don't care if someone paid to deliver it.
We are smothered with ad and logo placements to the point where we tune most of it out.
Except for the stuff we really care about and that is where the paradigm shift comes into play.
Smart advertisers are now focusing on a different form of advertising. And it looks a lot like
its marketing brother from another mother, content marketing.
Do anyone remember a time where the 30 second ad was outdone by the well-done 60
second, even 120 second ad?
It's a new age. It's what we like to call content advertising. It throws out high-frequency 30-
second ads which hammer you over the head with loud announcers and endless sales. Now it's
about a story. A feeling. A brand wishing to make a connection with us, the consumers.
The Story-This is not about a pitch. It's about the story behind a product. Content Advertis ing
brings the story to the forefront. Even some of the fictitious stories-like those of a
swashbuckling Captain Morgan-get us thinking about how the original purveyors might have
intended the product to be enjoyed. The story is everything. If it shines through, you win. If it
is diminished by Madison Avenue retail nonsense, you lose. Simple as that.
Being Personal-Let's use Apple as a case study for this. Every ad it puts out could easily be
about how wonderful the iPad Air 2 is. But it lets their consumer's personal experiences tell the
story instead. In my opinion, that has far more impact.
Products impact us personally. When a brand recognizes this and synthesizes it into an "ad,"
that's where the magic happens. Apple's ads are true. iPad's are used for countless purposes in
today's connected world and they deeply impact our lives, our health, and our well-
being. Showing the stories of people impacted by these devices makes it personal. And when
advertising gets down to a personal level, it connects.
Traditional advertising is dead. Content Advertising is alive and well, and the sooner we
understand its value and impact, the sooner we content creators and marketers will see our
brands thrive.
3.3 Why Content Marketing ROI Tools are Flawed and What to Use
Marketing to busy audiences is increasingly complex. It requires strategies to engage multip le
stakeholders throughout multi-stage sales cycles, conducting an intelligent dialogue, and
making a well-reasoned case for engagement. Successful marketers take a comprehensive view
of their customer by considering their changing industries, job roles, jargon, challenges, threats,
pain points, aspirations, and opportunities. What remains eternally true throughout the
marketing process is that the customer is at the heart of every business' success.
The foundations of great marketing are:
And always - always - designed in measurement from the outset. This allows us to analyse,
review, and learn -- and to report success
Between CRM tools and the influx of connected devices, marketers are processing more real-
time data than ever before - and they will struggle to make sense of it all. The industry has
plenty of data gathering and visualization tools, but the big challenge will be insight and smart
action. Marketers are expected to overcome the glut of data as a no-excuses approach to
campaign performance analysis takes root. The abundance of measurement tools means that
marketers can no longer get away with unmeasured initiatives. They must have a plan to align
marketing activities with business objectives, and to then report on their outcomes.
Today, there's a lot of talk -and a lot of confusion about content. Marketers who have been
constrained by bullets and feature lists can finally give compelling stories the centre stage with
content marketing. While 86% of companies implementing content marketing programs
according to the Content Marketing Institute and Marketing Profs, most marketers struggle to
measure the ROI of their content marketing programs and here's why: They are measuring
the wrong things.
The biggest problem that we see repeated across marketing departments, verticals, sectors, and
geographies is that marketers fail to thoroughly and accurately define the value that their
campaign must deliver to their business. The value of a campaign can vary widely, and may
include measurements such as leads, search ranking, social growth, engagement, registratio ns,
sales, demo requests, free trial sign-ups, customer wins, and more.
Typical measurements such as likes, hits, and shares - even conversions - fail to expose the true
nature of the customer's engagement with a brand and their likelihood to engage in further
desirable behaviours. Additionally, every campaign should not use the same measureme nt
techniques to validate its effectiveness. What works for a promotional email campaign may not
work for customer showcase.
3.4 How Can Marketers Bridge the Content Creation and Measurement Gap
Information architects and writers must collaborate to provide junction points and give users
the ability to decide how deep their commitment to the story will be. And marketers and
analysts must also work together to measure the accumulative impact of those interactions.
Now, more than ever, marketers must become adept statisticians, with a variety of tools and
techniques to measure program effectiveness, all while mapping overall performance back to
the objectives of the business. Marketers must match the right tool to the job and measure ROI
as it relates to the customer lifecycle. By creating content that is tailored to each phase of the
lifecycle, and then using the right tools and techniques to evaluate the success of that content
at that particular phase of the customer journey, marketers can capture a more complete and
nuanced view of campaign effectiveness.
There are three steps that marketers need to take before they invest a single dollar or minute
into new measurement tools.
In Pew Research's Privacy in 2025: Experts' Predictions survey, online experts sounded off on
what they think will happen to online privacy in the future. Some said that a secure online
infrastructure is impossible in the future, especially in the United States where personal
freedom seems to trump all. Others noted that if we don't come up with a viable solution to
keeping personal data safe, we run the risk of a global catastrophe.
No matter which side you fall on, the privacy debate could have a strong impact on media
companies and how they reach users. For example, Pew Research also reported that, "80% of
those who use social networking sites say they are concerned about third parties like advertisers
or businesses accessing the data they share on these sites." In the year 2015, media companies
have to be extra careful regarding what kind of information they ask users to provide for
marketing and advertising means. If they push too hard, they run the risk of users clamping
down on their personal information, and becoming increasingly unwilling to provide anything
to untrusted parties.
Be entertaining – Generation N is crying out for entertainment
Being entertaining demands creativity, and our experts agreed. In our expert survey*, we
asked respondents for their top three best practices for successful native advertising.
Top opinions are listed below as from highest to the least preferred:
• Be creative
• Be innovative
• Be authentic to the tone and values of the brand (don’t pretend to be something you’re not)
• Tell a great story
• Be authentic to the tone and values of the media owner
The audience must be able to relate to this content, so it has to be relevant and resonate. As
we’ve said, authenticity is vital here; the brand must find a topic that’s not only of interest to
the reader, but genuinely relevant to the brand as well. Generation N consumers can spot a
phoney a mile off – remember, they’re experts in content consumption.
Another vital rule to follow is the need to have a ‘human’ feel, and to sit naturally alongside
the editorial. The worst crime possible in native is that you interrupt the user – 75% of
respondents to our consumer survey told us that they felt online advertising should be less
forced.
Paul Wilson, Managing Partner at media agency SMV, says: “If you are distracting somebody
or you’re encouraging them to click on something to go to another place, then you’re not
delivering on that promise, and that’s frustrating.”
Get this wrong and it’s not only the brand that suffers; the publisher loses credibility and
ultimately their audience could choose go somewhere else. The editorial environment is a
crucial part of the native approach, which means brands must choose partners carefully and be
respectful to the user experience.
Build your email list-This is, far and away, the top technique from every expert and non-
expert out there. If building your email list is not a top priority in your business, it needs to be.
Email lists are the holy grail of marketing (for now anyway-texting to smartphones will soon
take that mantle, in my humble opinion). Offer something of value to your audience. Use a
simple Mail Chimp data capture form, and start an email list today. It will be your most valuable
sales asset, period. This is not a best guess-this is a fact.
Teach-What do you know that your audience doesn't? Better yet, what are they starving for?
Gary Halbert's most famous advice before: "Find your starving audience and feed them."Take
the skills you have built during your career, and put them down in the written word, blog
posts, and videos, Sanskrit. There is always someone coming behind you who would benefit
from your expertise.
Find the pain - We are all consumers. There is nothing better than finding the right product at
the right time that solves a problem. Creating content about painful problems can set you on a
path to true success. The world's most successful entrepreneurs are successful because they
find the pain and provide meaningful and useful solutions.
Headlines - Part of content success is how you name or title your piece. Many experts -
including a couple of my favorites, Jeremy Frandsen and Jason Van Orden from Internet
Business Mastery-say you should take as much time or more on the headline as you do on the
content itself. Formulas such as the "How to" headline, the "End Result plus Time Period plus
Overcome Objections" headline, or even the "List" headline are the toast of the content world.
Give until it hurts - Not literally, but give, give, give. Try to give away a resource guide or
some piece of content all of the time. Ebooks and PDFs in which you teach or share insider
secrets are the types of things your audience will soak up. Always put your contact informa tio n
and an email auto responder link at the end of your ebooks or PDFs, because you never know
who will read it. And as we talked about previously, building your email list is key.
See what quality content already exists and make it better - Do not be afraid to review
existing popular pieces of content, polish them, and make them your own. They are not
advocating plagiarism. Find what worked for them, improve or tweak their concept or structure,
and make a similar piece of content in your own niche. As this year comes to a close, remember
that it's a numbers game, and can either be playing the game well or be floundering with little
traffic and little influence. It will require persistence and discipline, but in the end, the more
your content takes on the tactics previously mentioned, the more you will succeed.
In Branded Content We Trust - As the line between editorial and advertorial continues to
blur, so does the public's confidence in content from publications versus brands, as evidenced
by new industry research that explores this topic-with some unexpected results. A new study
by Vibrant shows that only 2% more of consumers trust content from publications (35%) than
from brands (33%); and yet, there are more consumers who distrust content from publicatio ns
(18%) than there are who distrust content from brands (15.5%). Additionally, the number of
consumers that distrust content from media titles they know (12%) is double the number who
distrust content from brands that they know (6%).
The fact that consumers' level of trust in branded content is even on par with editorial is very
surprising, says Craig Gooding, founder and executive chairman of Vibrant, in a written
statement. "Moreover, the higher levels of distrust in publishers' content than branded content
shows far less cynicism about branded content than we expected. We know that good editorial
keeps consumers on pages, but we haven't quite understood that brands are now creating
excellent editorial." Other experts were also surprised by the survey's results, including Jake
Burns, founder of SouthDirekt. "It shows how the prior church-and-state line between editorial
and advertising in publications has nearly completely eroded. This means that, to earn reader
trust, digital publishers and marketers should adhere to two simple principles: truth and
quality," Burns says. "If we tell a compelling but still truthful story, the reader will listen and
be more likely to engage and trust the source, be it a publication or advertiser."
Vicki Kunkel, CEO of Digital Wits, was also taken aback by the survey's findings, but more
so by the distrust numbers (12% versus 6%). "I thought that margin would have been higher
because studies over the past several years have shown a clear eroding of public trust in
traditional publishing operations-and especially journalists," says Kunkel. The reason
publications won the trust question-but lost big on the distrust question-is because they have
fewer touch points than brands, she notes. "Brands interact with us in so many ways-through
products, services, advertising, and content. The more touch points we have, the more chances
the company gets to earn our trust. With publications, content is pretty much their only game -
meaning fewer opportunities for the consumer to interact with and establish close trust ties,"
says Kunkel.
The study also revealed a number of other interesting results. When consumers want more
information about a brand or product after seeing an ad, 33% of respondents said the most
useful source of information was the advertiser's own website. This was five times the number
of consumers who stated that articles written by journalists about the brand or product are the
most useful source of information (6%). Even advertorials-articles written by the brand
advertiser themselves but displayed on a third-party publisher's website-ranked higher than
those written by journalists, with 8% of consumers stating that they found advertorials to be
the most useful source of information about the brand or product. And 46% of respondents said
they were receptive to articles written by brands, while 19 percent reported that they were
unreceptive to that format.
For publishers to increase consumer faith in their publications, content providers need to be
more understanding of people's needs. "Consumers today are savvier and busier, but also
bombarded by content and brand messages from every angle, every minute of the day. This
means they're more selective about what they choose to engage with and where they ultimate ly
invest trust," says Christian Jorg, CEO of Opentopic. "That's why content should be centered
on the needs of the audience versus the product or company. For marketers and publishe rs
alike, this kind of consumer-focused approach is critical to developing relationships and trust
with today's consumer." Simon Slade, CEO and co-founder of Affilorama, agrees. "In your
content, sympathize with your readers. Explain why you share their plight and why your
product or service will help," says Slade. "When discussing your brand, focus on the product
or service's benefit rather than its features."
The key to boosting consumer trust is to focus less on traditional content that merely infor ms
and focus instead on activity that drives consumer behavior change, Kunkel believes. "Content
doesn't change behavior; action and involvement does. Active content generates more intense
touch points. There is so much informational content out there that consumers are experienc ing
content fatigue," says Kunkel, who also recommends surveying your customers to find out
what types and formats of content they want from you. To achieve integrity in the process of
creating and placing content, especially native advertising, Gooding suggests that editorial and
advertising teams need to collaborate better. "Both brands and publishers need to be transparent
with consumers that the content has commercial objectives. Overt labeling and clear signals
should communicate to consumers that native ads are marketing messages," adds Gooding.
Smartphones and tablets are very personal devices. People carry them everywhere, unlike
desktops or even laptops, so marketing needs to be tailored to how people use their devices.
"Indiscriminant push notifications, irrelevant brand messages, and clumsy and complicated
mobile interfaces do not impress consumers," says Marla Schimke, VP of marketing at Zumobi,
a provider of integrated app content and advertising experiences on smartphones and connected
devices. "Understand mobile content marketing is all about the consumer."
Brands are beginning to understand that mobile content marketing strategy is not a sprint, but
a marathon," Schimke says. And yet, the marathon is comprised of countless sprints, as brands
can no longer rely on a catchy saying ("A diamond is forever.") or jingle ("Have a Coke and a
Smile.") to be the tent pole of their marketing strategy, according to Schimke. The advent of
mobile as a media platform has thrown a proverbial wrench into branding and marketing teams'
creative processes, as they no longer have to think of that one catchy idea-they have to think
of 1,000 catchy ideas," says Schimke. "Additionally, they have to think about where and how
they will appear and ways to keep their consumers connected to their brand.
However, a complete overhaul of a company's marketing strategy may not be necessary if its
business model and marketing initiatives are aligned, says Michael Blumenfeld, managing
consultant for financial services at Maxymiser, a provider of cloud-based testing,
personalization, and cross-channel optimization solutions. "The business model and goals
dictate the outcome of the strategy," Blumenfeld says. A major marketing redo would only be
necessary if a company doesn't have a mobile strategy yet or if its "current mobile strategy
supports X and you're looking to support Y," Blumenfeld says. According to a recent IBM
survey, most enterprises understand that getting mobile right is a key part of their marketing
strategy. "84% of CIOs rate mobile solutions as a critical investment to get closer to customers,
while 94% of CMOs ranked mobile apps as crucial to their digital marketing plans," says
Michael Gilfix, director of enterprise mobile product management at IBM.
Gilfix points out that apps such as QuickPay and Popmoney are making it easy to pay restaurant
bills, for example, and Dominos' allows voice ordering. "More companies should be
challenging themselves to emulate and improve upon innovations like these, turning mobile
strategy into a competitive advantage for their business. Despite the progress, experts say that
there's much work to be done if companies are to capitalize on mobile's promise. Take apps,
for example. IBM says that 80% of apps (see graphic) are used only one time and then deleted.
Gilfix says that Gartner, Inc.'s research shows that only 1 in 10,000 mobile apps will be
considered financial successes by their developers through 2018.
Creating a more engaging and personalized app experience could "represent signific a nt
opportunities in terms of loyalty and revenue," Gilfix says. "For example, 75% of mobile
shoppers take action after receiving a location-based message. By designing for mobile from
the ground up, organizations can provide targeted, cloud-based push notification technologies
to maximize mobile customer engagement and drive a consistent brand experience through
multiple channels. Blumenfeld agrees that the mobile experience is not where it needs to be.
"Many people continue to feel that responsive design websites are the end all, be all," he says.
That statement is only true when a corporation has an understanding of what their client is
doing across devices.
There are several challenges that prevent widespread adoption of mobile strategies, including:
Very few organizations have the foundation in place to capitalize on the power of mobile
as part of a holistic business strategy, instead of treating mobile as a soloed communicatio ns
channel.
Companies are finding that mobile security is a serious concern and can slow down and
even prevent adoption of a mobile strategy.
Apps and devices must be integrated with core business processes, workflow, and back-end
data and analytics in order to bring the power of mobile to the individual. Apps must be
built "from the ground up" to solve complex problems for customers
2015 will be a challenging year as brands continue to react to consumers' rapid embrace of
mobile. The experts interviewed for this article were full of predictions for mobile in 2015.
Here are a few:
Mobile will be embraced, 2015 will be the year that brands truly embrace the ‘mobile first'
mind-set. "Accompanying this trend, mobile content marketing spend will continue to
increase as brands experience the value of engaging the opted-in consumer with relevant
content marketing
There will be more sophisticated apps. "Developers will create more sophisticated apps that
rely on analytics and cognitive computing capabilities to better engage users," says Gilfix.
"Developers will be able to better access and store data generated by the apps and make
better sense of that data to improve the user experience. Increased use of cognitive
technologies like [IBM's] Watson will lead to the development of apps that ‘learn as they
go' and use data to help shape entirely new markets."
Mobile payments will catch on. Mobile payments opportunities in developed markets will
continue to rise, with merchants increasing use of technologies including geo location and
analytics to create greater value propositions for consumers-before and after the transactio n-
in order to increase consumer interaction and influence changes in purchase behaviour and
loyalty
There will be beautiful storytelling. As brands embrace marketing on a mobile device, great
content creation and beautiful storytelling will become an integral part of brands mobile
marketing strategies
Do audit the state of your operation - how does your company perform up against two
competitors and one best practice company in the primary channels? Do you have the right
resources in place to execute a multichannel content strategy? How many existing content
assets do you have and which are usable? How much new content do you need to be developing
on a monthly basis, and who is going to define the strategy and create those assets? What do
your website stats say about popular versus underperforming digital content assets?
Don’t commit to a formal strategy until you’ve done testing - In spite of all the hyperbole,
no one really knows what they’re doing when it comes to multichannel content marketing. So
keep your boss at bay for 90 days while you do some testing and figure out the lay of the land.
Top advertisers with big budgets outspend competitors in every conceivable channel the rest
of us need to do some testing to define a plan.
Do make multichannel content marketing part of someone’s job description- additiona lly,
you can add a line item in a vendor agreement, with bimonthly check-ins to monitor activities
and progress. This could fit neatly into a digital marketing manager’s roles and responsibilities
or a public relations firm’s deliverables.
Don’t overspend on technology - yes, there are plenty of tools available to make distributio n
easy and measure performance, and you should definitely be using one or more of these, but
strategy and talent will dictate success or failure, not the technology. There are hundreds of
enabling technologies to choose from, but it shouldn’t cost more than a few thousand dollars
during your first year or two of operation to execute a program.
Do pick your battles -You probably don’t have the resources to be a player in every digita l
channel. Evaluate which are a good fit, and surrender the others (at least temporarily). Most
companies need to be active on Facebook, Twitter, and LinkedIn, but the rest are nice-to-haves,
dependent on industry segment and resources. We regularly tell B2B clients to leave Facebook
alone until they get their core channels humming.
Don’t avoid Google - Although it’s not getting much attention these days, many consider it to
be molting. Google has never been averse to shutting down failed experiments, but Google+ is
too important to its long-term digital domination to abandon. Most importantly, Google+
activity contributes to SEO performance.
Do pursue hidden gems in your niche - Everyone is familiar with the major digital channels,
but each industry sector has specialty websites and bloggers that don’t boast monster traffic
numbers but are influential and accessible. Examples are Glide in arts and entertainment and
Cloud Showplace in technology. Seek out these hidden gems, find out what they’re looking
for—original content or modest sponsorships—and assess the opportunities within the overall
program options.
Don’t overlook second- and third- order ROI metrics - it’s usually difficult to quantify
direct ROI to content marketing efforts, which is what senior management wants to hear about.
Packaging content marketing with other digital marketing tactics and creating a website-wide
conversion metric is one workaround. Another approach is to focus on controllable metrics
such as general digital footprint stats. With careful analysis, you will be able to attach content
marketing to new business activities, but it’s not as straightforward as low-funnel activities
such as search.
Do make sure a newsletter is part of your strategy - Email newsletters don’t get the attention
they deserve in digital marketing these days. Maybe it’s because they’ve been around for so
long and have lost their luster. But an opt-in newsletter outperforms nearly every other digita l
tactic when it comes to maintaining a profile among customers and prospects and direct
response. Distributing an email newsletter is a low-effort tactic that delivers terrific results.
Netflix and The New York Times: Provide readers with interesting and new information A
native ad cannot contain recycled content. It should be new, fresh, thought provoking, and
above all, valuable to the reader. To promote the second season of Orange is the New
Black, Netflix sponsored a native ad in The New York Times this past June. The post, titled
"Women Inmates: Why the Male Model Doesn't Work," included a well-reported article
written by a Times staffer, along with videos showing testimonials from women who were once
incarcerated. The topic of imprisoned women doesn't show up frequently in the news, so
Netflix seized the opportunity to fill a hole. The article provided eye-opening statistics, such
as the fact that 75% percent or more of female inmates suffered through sexual or physical
abuse, and that over the last 30 years, the number of women serving time in American prisons
has increased more than eightfold. People go to publishers like The Times to learn something
new. A native ad that teaches and informs is going to be effective. Don't repost informa tio n
that's already available online. Do the reporting and offer something fresh.
Allstate and The Atlantic: Adhere to the publishers' standards When people log on to a
publishers' website, they expect to see consistency across the content. If content is not up to the
editorial standard, it's going to stick out. In a sponsored post on millennials' work habits,
Allstate provided original reporting and a handy infographic to illustrate its points. The writing
was on par with The Atlantic's other content. The first paragraph hooked readers like any good
piece of journalism should. It read, "It takes a certain blend of optimism and paranoia to sleep
with your phone within arm's reach. Something might happen-and I might miss it!" Though
the story wasn't in the traditional inverted pyramid style of journalism, it supplied fascinating
facts throughout that moved it along nicely.
Before you create content-native ads or otherwise-you need to get to know your audience. Your
audience needs to feel as if you know exactly whom they are and are trying to give them content
they will appreciate, or else they won't connect with your brand. Hanes did exactly that.
BuzzFeed, a site known for its native ads, recently teamed up with the underwear company for
a sponsored post called "10 Of the Worst Moments In Any Interview." In a series of chuckle-
worthy animated gifs and one-liners, the post highlighted what does and can go wrong in
interviews.
The post was easily relatable to the BuzzFeed demographic, which is mostly made up of 18 to
34-year olds. People in this age group are often taking important job interviews for the first
time and experiencing the stress that goes along with it. When illustrated with a funny gif of a
gasping cat and a one-liner, it can help the audience feel better about their own intervie w
mishaps. They know they aren't alone in their career-related struggles.
When readers feel that content is applicable to their lives, they'll be more likely to share it with
their peers. Then paid media transforms into earned media, which is the goal of the sponsored
post model.
3.10 Why Paid Links Will Destroy Good Content, and How To Stop It
Quality is paramount to the success of content marketing; as opposed to older and more
traditional forms of marketing, successful content marketing is entirely dependent on good
ideas, true originality, and most importantly, giving something of value to your audience.
Fantastic content grows organically, gaining exposure and momentum through coverage on
blogs, websites, and social media platforms, meaning that companies don't have to spend
thousands of dollars to reach huge numbers of potential customers.
As a result, content marketing represents a sort of level playing field for marketers; small
businesses and large companies can compete head-to-head regardless of their budgets, because
good ideas are free and the only factor that counts is the quality of what you have to say.
Marketers always thought that, as content marketing became increasingly popular, it would
crumble under its own weight and customers would be battered into apathy by the sheer volume
of "stuff" vying for their attention. However, this was never the real threat, as no matter how
much noise is being created by marketers, the ideas which are truly original and valuable will
always cut through the racket and rise to the top, like wheat from the chaff.
Instead, the real threat to content marketing has always been the steady proliferation of spammy
SEO tactics, such as paid links and link selling schemes. Exchanging money for links which
effect SEO has always been explicitly banned by Google, and as a result most marketers
strongly dissuade their clients from buying or selling links due to the damage it could do to
their SEO. However, what marketers don't talk about is the larger effects paid link schemes are
having on our industry as a whole.
As shady webmasters and bloggers have begun charging for links, they've essentially become
a road block which is slowly restricting the channels through which good content gets shared.
By charging for links, mentions, and content placement, these webmasters are disrupting the
way good content should be shared - organically, purely on the merits of its quality. If this trend
continues, the deciding factor in how much exposure a brand gets will, once again, be the
advertising budget attached to it, effectively putting the power back into the hands of larger
companies, because smaller businesses can no longer compete purely on the merits of their
work. Everything content marketing is dependent on - value, originality, and ingenuity - will
no longer be the crucial factor for success, as anything with a big budget attached, no matter
how mediocre, will gain more exposure.
As existing websites start to change their business model and chase this sort of revenue,
legitimate content creators will have fewer and fewer platforms from which they can gain
exposure and build links. Crucially, the customers - the sole reason why this whole industry
exists - will stop caring, because the kind of content which made them care in the first place
will stop getting through to them. Of course, top tier sites will never change, as their success is
dependent on publishing and sharing the best of the best. However, as more low and mid- tier
sites start selling links, it means that the lower rungs of the content marketing ladder are being
kicked out for anyone who doesn't want to risk the wrath of Google by buying links. It's diffic ult
to jump from your first ever blog to the front page of The Huffington Post, so content producers
are still reliant, to some extent, on these smaller sites where they can build a following and
refine their craft. Unfortunately, it is exactly these sorts of sites which are becoming the
problem.
So, if the spread of shady SEOs, paid links and unethical webmasters are sounding the death
knell for content marketing, what can be done to stop them? We talked to some leading SEO
experts to see what they have to say about it. Ana Zoria is a SEO and PR expert, currently
heading up outbound SEO at My Voucher Codes, one of the U.K.'s leading discount sites. She
says, "Although Google has definitely hit back against web spam with the Penguin and Panda
updates, I think another way we could see a meaningful change is if links get devalued and
social shares become much more valuable. It is extremely difficult for spammers to manipula te
social signals because it is extremely hard to accurately imitate the behaviour of real social
media users, so it would be very easy for Google to identify and ignore shares coming from
fake users."
Zoria adds, The great thing about this strategy is that, since links will become increasingly
valueless, spammers won't be willing to spend money on them, so it will crush the demand for
websites which sell links. However, legitimate content - the kind of stuff which people actually
share and engage with on social media - will continue to be an important part of SEO. Nelly
Berova, director of digital marketing agency Art Division believes that this is very much a
matter of supply and demand. For as long as there is a marketer looking to buy a link, there
will be a seller willing to offer this service. This means that low quality content will continue
to pollute the online sphere.
Change must start from within, and marketers and customers should be at the forefront of
tackling this issue," says Berova. "It means that us, the agencies, need to educate our clients,
and it is clients who should demand better, cleaner and more relevant link/reputation building
for their businesses from their SEOs. Berova adds, "As well as this, Google is reducing the
power of page rank and instead putting more of an emphasis on things like trust and citation
metrics. Therefore, the purpose of links are becoming less valuable, which means that the ‘link
selling farms' will become less popular."
Ironically, good content could be just the solution websites that sell links are looking for. The
reason these sites charge for links is they are unable to monetize their sites through legitima te
means of paid advertisement. They are unable to do this because they don't attract the sort of
traffic that would make buying ad space on their sites worthwhile, and they don't attract much
traffic because most of the content they publish is written solely as a vessel for the links.
Expecting the webmasters behind these sites to suddenly change tactics might be a little
optimistic. Perhaps the answer lies with Google stepping up efforts to measure quality and rich
content. It has already made vast improvements in this area with the Panda updates, but as the
way we behave online becomes ever more sophisticated, some futurists think that how web
users behave and react to websites will become an increasingly important metric in how sites
are ranked. Ultimately, the only way we're going to see a change is if poor quality and spam
itself, as opposed to the indicators of spam, get penalized.
Marketers need to mature and move past the "spray-and-pray" marketing techniques that have
dominated for decades. Creating personas-and aiming content at the members of those
imaginary groups-is no longer enough. Marketers need to marry information about the
individual humans they hope to convert with the power of advanced techniques designed to
help deliver the right piece of content to the right prospect at the right time on the device of
their choosing. Content marketers need intelligent content. What is intelligent content? Simply
put, it is content that is not limited to one purpose, technology, or output. It is content that is
intentionally designed and constructed to be modular, structurally rich, and semantically aware-
and is therefore discoverable, reusable, reconfigurable, and adaptable. It's content that is both
able to be read by humans and processed by machines. When implemented correctly, it can
help content marketers deliver the right pieces of content to the right prospects with the
objective of driving profitable customer action.
Intelligent content hails from the world of technical communication. It got its start in the
technology sector, in which technical writers were charged with creating an increasing list of
deliverables (online help website, customer support content, user guides, learning materia ls,
and job aids) for several different platforms in a variety of languages. Technical writers didn't
just wake up one day and think, "Wow, we can do better." They were forced to adopt intellige nt
content approaches out of necessity. They were overwhelmed with the sheer number of output
formats and channels into which they were required to provide content. They were crippled by
the volume of content they needed to produce. As more technical communication departments
began to see the value of intelligent content, software and services vendors began creating the
tools and technologies required to change the paradigm. Thought leaders, such as Ann Rockley,
began helping companies think differently about their content. Rockley and others convinc ed
some of the world's largest firms to stop thinking about content as documents, modularize the
content, and label each piece semantically. These individual chunks of semantically enriched
content were then able to be repurposed (often automatically with the help of software designed
for the purpose) in the myriad content types technical communicators were responsible for
creating. The result Technical communication departments that adopted intelligent content
became able to quickly publish content to multiple output channels without having to handcraft
each deliverable. They quickly discovered creating semantically rich modular content afforded
them the ability to do things they never envisioned, such as create dynamic content experiences
personalized to the individual customer, offer content as a service, and build deliverables on-
the-fly in response to threats or opportunities.
Content marketers can-and should-borrow lessons learned from technical communica tio n
professionals who have adopted intelligent content. Doing so will afford marketers the
opportunity to beat the competition by differentiating themselves from the pack. Imagine being
able to efficiently and effectively create relevant content that can be routed to the right person
at the right time in the right channel in the right language, efficiently and effectively. It's being
done already, often in departments other than marketing. It will be interesting to see which
brands emerge as the leaders in intelligent content marketing. One thing is certain: The business
proposition for change is an easy sell. There are 94 percentage points available, and that's a lot
of room for improvement.
3.12 Can You Create Content that Builds KLT (Know, Like and Trust)?
There is large chasm between the people we know, like, and trust in this world versus everyone
else. This is the same with brands. Let’s look at a couple examples to expound upon these
important human emotions, ones that drive not only our affection for each other, but for the
people and brands we follow. Take our families for instance. Our families are people we trust.
If I wander out into traffic, my brother will jump in front of the car to save me. I trust that. We
know them, and their darkest secrets. Their hopes and dreams. And in most cases, we like them.
We enjoy their humor, their hugs, and their smiles. Brands fight for this same sort of
neurological real estate.
The chemical Oxytocin is a key player in these emotions and can explain why trusting
relationships can produce such loyalty. Oxytocin, sometimes referred to as the “bonding
hormone,” produces feelings of trust and empathy among people who feel part of
“something.” Conversely, oxytocin also triggers feelings of suspicion and rejection of
whatever is deemed untrustworthy. Brands try to trigger this hormone with their online content
but most times this backfires on them and puts the brand on the outside looking in.
Publishers like native advertising because it increases revenue and expands editorial content;
sponsors like it because the editorial- like format carries much of the credibility of earned
media. As a result, marketers expect spending on sponsored content to grow over 30% per year
in coming years, according to a new e-Marketer report. The most pervasive examples of native
ads can be found in Facebook or LinkedIn feeds; the posts in social media feeds are labelled
“Sponsored. In spite of good performance to date, native advertising is not without its
problems. Creating effective sponsored content is difficult and can be costly; it requires
considerably more resources and effort than digital advertising. Reach – the ability to capture
a large target audience at reasonable expense – is a major challenge. Measurement of the reach
and effectiveness of sponsored content is also problematic – especially if publishers won’t
share their log results – given the inaccuracies of page view counts for websites. Include really
interesting education and/or entertainment (usually including multimedia elements) and be
clearly labelled as advertising or sponsored content. Digital advertising. Reach – the ability to
capture a large target audience at reasonable expense – is a major challenge. Measurement of
the reach and effectiveness of sponsored content is also problematic – especially if publishe rs
won’t share their log results – given the inaccuracies of page view counts for websites.
Many marketers and PR professionals express concern about the risks of using native
advertising. A LinkedIn discussion group initiated by content manager and business writer
Trina Moita revealed qualms about native advertising. Commentators cautioned that sponsored
content must:
Blend in – that is, look, feel and behave like the surrounding editorial content provide content
that’s relevant and useful to the specific publication’s audience include really interesting
education and/or entertainment (usually including multimedia elements) and be clearly labelled
as advertising or “sponsored content. As one expert said, the ads must “look, feel, and behave
like the editorial content from the publisher” and must “earn the right” to be among the news
and opinion articles.
If content creators fail to create relevant quality, the currently outstanding performance of
native ads may falter, some warned. The worst possible native advertising strategy would to
run blatantly self-promotional content resembling a banner ad. Although marketing and PR
professionals agree native ads should be clearly labelled as sponsored content, not all
publishers follow that practice. Readers who click on the ads thinking they’re the publisher ’s
editorial content, may feel deceived and vent their frustration on both the publisher and
sponsor. One veteran communications professional is already doing that.
Back in the days when it was called an advertorial, most publishers would mark it plainly as
such and you knew what you were getting. But today, when I click a link thinking it is editorial
content, and get ‘native advertising’ instead… I feel duped,” said Garrett Donaldson.
Communications Director at JKR Advertising & Marketing. “If I am subsequently re-
marketed, I’ll click the link two or three times just to cost them the pay per click. Many readers
may not realize the pervasiveness of native ads.
Shining Example
The New York Times post, Women Inmates: Why the Male Model Doesn’t Work, provides an
excellent example of Native advertising. The article, sponsored by the Netflix program
“Orange is the New Black,” informs and entertains — but still sells. The article about the
treatment of incarcerated women is an outstanding case study because it is:
Well Researched. It provides statistics from credible sources like the Federal Bureau of Justice
and recommendations from the National Resource Center on Justice Involved Women.
Interesting. It offers a behind-the-scene look into prisons and their inmates and delivers a
compelling story to readers who may not have heard of the Netflix show. Credible It features
interviews with inmates, experts like a psychologist at the Center for Gender and Justice, a
founder of a support program for women released from prison, and the author of the book on
which the Netflix show is based.
A soft-sell. It seamlessly introduces the Orange is the New Black TV program. After presenting
the issue and backing it with interviews, it introduces the author as an additional expert. Rich
in multimedia. The article includes three videos of interviews with female inmates plus several
graphics that were created specifically for this article. The LinkedIn discussion mirrors the
wider ongoing debate. Both the Word of Mouth Marketing Association and the Interactive
Advertising Bureau have called for clearly labelling native ads as advertisements. But despite
the widespread desire for transparency, advertisers and publishers have yet to agree who is
responsible for labelling or how it should be done.
In the ANA survey, conducted in the fourth-quarter of last year, the majority of those polled
(58 percent) said their companies used native advertising in 2014 and increased budgets by 55
percent from 2013. Despite that sizable percentage increase, native ad spending accounted for
just 5 percent or less of total advertising budgets for 68 percent of respondents in 2014. Of
those using native advertising, 85 percent are running campaigns on digital publishing sites
and 71 percent on social media sites. Eighty percent run native ads on article content, while
roughly 60 percent use native video and photo ad placements.
The seamless integration of native advertising with the content surround it raises red flags
around disclosure and ethics that the industry have been grappling with. Two-thirds of survey
respondents agree that clear disclosures are a must on native advertising. (Thirteen percent
actually said clear disclosure on native ads isn’t needed.) Native advertising is proving to be a
win for marketers, consumers, and publishers, said Bob Liodice, president and CEO of the
ANA. He warned, “However, consumers must be able to tell the difference between native
advertising and editorial. As such proper disclosure is mandatory. Marketers have a
responsibility to be transparent to maintain trust, and they must play a lead role in working with
publishers to ensure proper disclosure.
Adequate measurement tools also remain a challenge for native advertising campaigns, say
marketers. There are concerns that measurement challenges could impede further growth of
native advertising. The industry needs a deeper relevant set of metrics that provide greater
insight for native advertising effectiveness. While publishers clearly feel differently, just 19
percent of marketers said native advertising warrants premium pricing. Better measureme nt
tools may help sway that opinion.
Native Advertising Spend Increases, But Marketers Want Disclosure, Ethics, and Measurement
– Consistent with all of the predictions levied prior to the arrival of this near year, native
Advertising spending is climbing quickly in 2015 as more and more marketers realize its value
and scramble to harness its power. According to a new Association of National Advertisers
(ANA) survey, 63 percent of marketers are now planning to spend more on native advertising
in the next year than ever before.
ANA’s 2015 report, Advertising Is Going Native, did, however, introduce some caveats. The
report readily concedes that native advertising is “one of the hottest and most controversia l
trends in the industry.” In fact, 58 percent of those surveyed revealed that their companies used
native advertising at some point during 2014. But disclosure and ethics remain doggedly
persistent issues. Two-thirds of respondents agree that native advertising needs clear disclosure
that it is indeed advertising,” reads the report summary shared with Native Mobile. “Only 13
percent feel that such disclosure is not needed. Both the publisher and the advertiser have a
responsibility to ensure disclosure. Three-fourths of respondents feel that there is an ethical
boundary for the advertising industry when it comes to native advertising.”
In sum, the ANA was more than transparent about the issue of transparency. The study’s
findings clearly show that disclosure remains the top issue with regard to native advertising
that “keeps respondents up at night. And, of course, there are also measurement concerns. And
they still loom large. Measuring the impact of native advertising is a challenge,” the report
authors confess. Multiple metrics are employed, but no metric stands out as ‘most important.’
There are concerns that measurement challenges could impede further growth of native
advertising. The industry needs a deeper relevant set of metrics that provide greater insight for
native advertising effectiveness.
Content Marketing is being touted by many as THE area for focus in 2014. At the same time,
many companies are increasingly challenged to sustain brand content creation on pace with
business growth goals. Certainly the convergence of marketing and PR has brought many PR
agencies into the content creation game. The story creation capabilities of Public Relations
pros for content marketing function will continue to grow in application, but will it be enough?
What’s the common thread to all of this? Native Advertising enables brands to secure high
value placement where interested consumers are looking and engaged. It offers easy pay to
play access to highly coveted audiences. It also creates substantial revenue opportunities for
publishers and the industries that support content creation and performance optimizatio n.
Along with many other major publishers, the New York Times recently announced it’s entree
into the native advertising world with Dell as it’s first customer here are a lot of good questions
being asked about Native Advertising: Are native ads the new face of converged marketing
and PR? Is it the future of content marketing? Or is it a really, really bad idea?
For publishers, it’s about the money. Publications like the New York Times are simply
following a monetization trend that publications like Forbes have clearly proven out. Overall,
the trend towards the publishing industry engaging with native ads will continue because the
news and media industry are starved for revenue and it represents an all new opportunity. But
what about readers? Are native ads good for consumers? The follow up of course is whether
native advertising is good for the subscribers and general readers of these publications. There
are also implications for those that syndicate content from these publications.
In an ideal world, paid content only “works” if the content meets similar standards to what’s
normally published through editorial filters. “Salesly” content published along side high quality
editorial will be ignored or worse, cause dissension against the publication and the brand that
is doing the editorial advertising. The Scientology piece that ran in The Atlantic is a good
example of what can happen when things are not so clear. Concern about native advertis ing:
As native ads become more common and the monetization opportunities explode, there’s no
question that the revenue opportunity of native ads will create some blurred lines: If a reputable
publication like the AP or the New York Times is now willing to take money to publish quality
advertorial, how much would it take for them to publish content that doesn’t meet editorial
standards? Will editorial standards be maintained when huge payouts are available to fund
businesses with other revenue streams drying up? The bigger picture for marketers. If you know
me or have read our stuff here, you know that our approach is integrated and customer focused.
There will be times where native advertising makes sense. There will be times when media
relations, email marketing and mobile ads make sense. Of course content, community and ease
of discovery, consumption and engagement always make sense. It really all depends on the
customer and business goals, not the “tactic du jour”.
I do think companies should research native ads and do some tests. Absolutely. But don’t make
the mistake of thinking that any one marketing and communications tactic will be your savior.
Know your customers and how they discover, consume and act on information. Then plan,
implement and optimize the performance of your marketing where it makes sense. Attract,
Engage, Convert where you’ll have real business impact whether that means a new microsite
promoted with publicity, email and social ads or a new report, white paper and infograp hic
promoted through blogger relations, PPC and native ads.
3.17 Where Brand Journalism and Native Advertising Can Fit Within
Content Marketing
Over the past year the discussions about what content marketing is and isn’t as well as the role
of content within marketing and PR functions of a business have been interesting to watch.
Especially the discussions around whether brand journalism and native advertising fit in the
content marketing mix.
Content Marketing is all about customers and providing them the information they need to
inspire action. The themes that align buyer interests and brand goals as part of a content
marketing strategy can inspire the focus of any content or media whether it’s part of a brand
journalism effort, native advertising or content marketing program – just in different ways.
Storytelling is content-type agnostic. To me as a marketer, brand journalism and native
advertising within content marketing can work because storytelling is relevant for both brand
and consumer focused messaging. Understanding how your buyers discover and consume
information will often reveal the value of multiple touch points that can be satisfied with a mix
of owned, earned and paid media. These efforts can run concurrently and integrate.
Native ads and brand journalism are pieces of the content marketing puzzle. It’s expected that
a brand will communicate about itself and particular expertise. When 3rd party media (earned
or sponsored) run stories that support that expertise, they provide additional support to the
brand narrative as the best answer solution. Brand journalism can accentuate the “back story”
of why the company has particular expertise. As an example, let’s say we have an initiative to
attract new business by differentiating the company (or marketing agency) according to new
and trending capabilities that will be needed to help clients succeed. These skills and domain
expertise are the secret sauce to help companies achieve marketing goals in the coming year.
Brand Journalism – In such a situation, I might publish stories on and off site about our agency
education programs around certain skills and highlight how certain staff have applied them to
be more successful marketers. No direct “selling” would be involved. Profiles of staff that
possess these skills as well as examples of their innovative application by early adopter clients
could be posted to the company newsroom or blog. Native Ads and Earned Media –
Concurrently, I might run sponsored editorial in digital publications with readership that align
best with our target audience talking about the upward trend of these skills and the
differentiated value they bring to client marketing programs.
Both earned media through contributed articles or story pitching as well as native ads would
be appropriate, depending on the publication. Content Marketing program – Then at the same
time, as part of a directed content effort to reach a particular target audience of potential clients,
we’d also publish an eBook, blog posts and crowdsource community content around the
importance of those skills for successful marketing. In our case, there would almost certainly
be an influencer component to this as well.
Interactions with these types of information (brand journalism, native ads, earned media and
content marketing) provide brand and buyer focused messaging that support different stages of
the funnel. They also provide additional signals to support credibility and authority that
complement content marketing efforts. The issue with most companies in the content marketing
game is that all of their content is directed towards a linear buyer journey and conversion. The
addition of earned media, sponsored editorial and brand journalism can provide a force
multiplier effect or booster rocket thrust to content marketing efforts. It comes down to
empathizing with customer expectations about different types of content and how they work
together.
Understand customer expectations – I think it’s safe to say that with native advertising and
earned media, readers expect fair and balanced – unbiased information. With owned media in
a content marketing program, it’s acceptable for a brand to communicate the value of their
products and services, albeit, not in a sales way, but more helpful). With brand journalism, it’s
like earned media except the subject matter is the brand – what would a journalist (who isn’t a
dissenter) write about your company? My point (finally!) is not to discount brand journalis m
or native advertising as exclusive of content marketing programs. Think about the mental state
of buyers and how they discover, consume and act on information. Create a competitive
advantage by creating content beyond normal distribution channels to add credible signals and
authority to support brand messaging. Of course, this really only works if the messaging across
earned, owned and paid media are coordinated and integrated – yet customized to the context
in which buyers will interact with them.
It is clear that digital marketers are increasingly valuing social media advertising to help
promote their content marketing efforts. In 2014, 25% of marketers saw social as a critical
enabler of products and services. The number leaps to 64% in 2015. Social media overall is on
the rise in both SMBs and large corporations. The 44-page Sales force report says that 78% of
marketers stated that they have a dedicated social media team. This number is up from just
57% in 2014. As digital marketers focus more on social media, it is important stay abreast of
the reach and power of social networks.
Salesforce’s report showed that Facebook had continued to be “the most popular social channel
for marketers to engage customers around the world.” With 1.35 billion active monthly users
on Facebook as of Sept. 2014, B2B marketers are increasingly looking to Facebook to engage
with their audience.
Facebook is by far no stranger to B2B marketers, even though some still think it’s a place to
connect with high school classmates. Facebook for business offers tips for getting started with
Facebook advertising. Both B2C and B2B marketers will find resources to help you on your
way to create awareness, launch products and services and drive sales. Facebook also offers
tips specific to advertising on the social network.
Targeting options help Facebook advertisers reach not only the consumer audience that B2C
marketers are after, but the B2B audience as well. Targeting by interests, connections,
behaviors and location can help B2C marketers reach an audience that is more likely to include
key buyers and decision makers they are after.
Second to Facebook is the micro-blogging social network Twitter. Marketers using Twitter
totalled 70% of those surveyed for the 2015 report. However, Twitter ranks higher than
Facebook in terms of use by marketers to engage with buyers. Salesforce’s survey showed that
79% of Twitter users engage customers on the platform, more than Facebook’s 74%.
Twitter’s 284 million monthly active users also serve as a target-able audience for digita l
marketers in both B2C and B2B roles. Twitter offers campaigns that work in a number of
capacities, depending on your objectives. Twitter ads (some still in beta) can:
Grow followers
Facilitate conversations
Encourage app downloads
Collect email addresses
Twitter ads also can feature in-stream video as well as clickable offers. Twitter cards allow
marketers to attach media experience to Twitter ads. In the example below, Uberflip uses a
Twitter card to gather email addresses for a free eBook download.
When LinkedIn (a TopRank Marketing client) announced in 2014 that it was going “all in on
content marketing” it resonated with marketers. LinkedIn has developed platforms that allow
for the promotion of sponsored content. LinkedIn has used content marketing itself to promote
the network’s ability to connect B2B marketers and buyers. LinkedIn’s collection of eBooks
and videos have helped marketers understand the possibility of reaching a B2B audience.
Through LinkedIn sponsored updates, marketers are reaching a B2B user-base that is highly in
tune with the business of the day. Rarely are LinkedIn users on the network to be social. The
focus is careers, networking and industry insight.
Every time a social media network pops up on the scene, there is no doubt savvy marketers
will look for the best way to utilize that network? Social network advertising and engageme nt
to catch up with a buyer base in order to raise awareness and drive buyers toward their products
or services. While the top three networks mentioned above are just the tip of the social network
mountain, there are certainly others to keep an eye up with, from standards such as YouTube,
Google+ and Instagram, to Snapchat and other messaging apps.
Have you found luck reaching your audience through social media? If so, tell us about your
experience. If you would like more information about how TopRank Online Marketing can
help you reach these audiences, reach out to us here.
Jordan Kretchmer, founder and CEO of Livefyre, which acts as a middleman between
publishers and advertisers by amplifying social conversation about brands across the Web, also
pointed the finger at agencies. Seeing as they work on native ads for no extra money and are
not set up to corral all those who need to be involved in the process, agencies “currently aren’t
incentivized to really push for native ads and, therefore, are many times the blocker in getting
a native campaign pushed through,” Kretchmer responded in an email. The process is
ineffective and needs to change, he added.
Like agencies, clients often aren’t structured to take on native, often finding it is easier and
faster to buy programmatic ads. This friction is a problem for digital publishers that are banking
on native and other premium-priced ad formats to stem the rush of ad dollars to lower-
CPM programmatic ads. For marketers, it’s a chance to move beyond the hated banner ad and
create messaging that’s more engaging. It also doesn’t help that there’s no agreement on what
native advertising is or on how to measure its effectiveness. And that’s before the content itself
is even created, a process that by its nature is fraught because the ad has to serve the advertiser
without annoying the reader.
The lack of a universally agreed-upon definition of native advertising is a drag on the process
and can lead to missed opportunities. Peralta recalled one case in which Deutsch handled the
creative and another agency, Starcom Media West, did media planning. There was nothing to
point to and say, This is what we’re doing, he said. “I had to get on 20 phone calls a day to
explain it to all the partners. We need to make it easier for our sellers to understand, added
Adam Solomon, VP of digital ad products and services at Time Inc.
For all its roadblocks, there seems to be agreement that native advertising isn’t just the flavor
of the month. In a recent survey, 73 percent of Online Publishers Association members said
they offer native ads, with the potential to reach 90 percent by year’s end. Largest Native
Advertising Study Finds Benefits For Brands At The Expense Of Publishers In one of the
largest studies of people's attitudes towards native advertising, 62% said that it didn't help to
enhance the reputation of news sites, but brands were seen to benefit from appearing on highly
trusted media sites.
The study shows that media companies carry a far higher risk to their reputation and value
perception in allowing native advertising than their brand advertisers. However, native
advertising on business news, and entertainment news sites, was less problematic than on
general news sites. In addition, six out of 10 people visiting general news sites said it was not
clear if a brand had paid for the content. For the "Getting Sponsored Content Right: The
Consumer View" study, the Interactive Advertising Bureau (IAB) and Edelman, the world's
largest privately owned public relations firm, asked 5,000 nationally represented consumers of
online news, to comment on the effectiveness of native advertising across three verticals :
general news, business news, and entertainment news.
The study was sponsored by Triple Lift, described as "a native advertising technology
company."
QUESTION: How much do you agree or disagree with the following? This content can add
value to my experience on this website:
Turn those numbers upside down: Overall 62 percent don't see any value added to the news
sites.
Image 3.17.2: Represents how brands on credible media sites benefit tremendously
What else did the study discover? Things we knew: Native advertising works best if the brand
is trusted, relevant, and tells a great story. Foremski's Take: This is not good news for
publishers. One of the report's key recommendations is that publishers have to "walk away
from advertisers who aren't relevant/trusted." And that they make sure transparency and
disclosure is very clear and labelled because an astounding seven out of ten visitors could not
distinguish native advertising from native content.
The brands gain much more from native advertising but it is a short term benefit. They gain
greatly from being on a trusted news site. But it comes at a cost because their native advertising
erodes visitor trust in that site. This is yet another study that shows that native advertising is a
big problem, and not just for publishers. It's not a win-win situation despite the best efforts of
marketers and PR professionals to cast it as such Native advertising on news sites degrades the
trust of visitors. Its continued practice will come back to bite the very brands that employ this
uneducated approach to marketing.
- The higher the trust in the media brand the better it is for the advertiser.
- Yet the majority of visitors (62% overall), especially in general news (73%), see no added
value to the media site from carrying native advertising.
Publishers are hoping native ads will boost lost revenues but they risk loss of credibility and
trust from their visitors. Marketers are taking advantage of their business troubles to gain a
short-term benefit from native ads.
By Jerry Wind, The Lauder Professor, Professor of Marketing, The Wharton School; and Vaasu
Gavarasana, Head – APAC Business Marketing, Yahoo Asia Pacific Is Native Advertising the
solution for what ails online advertising? The phenomenon of Native Advertising—marke ting
that appears within a site’s main feed and mimics the format and voice of that site’s editorial
content—is certainly garnering a lot of attention lately, and for good reason: it is growing, and
it has proven effectiveness. According to a June 2013 survey from the Online Publishe rs
Association and Radar Research, 73% of publishers surveyed said they were already offering
the new format. Moreover, as Hexagram & Spada’s 2014 report
#StateofNativeAdvertising2014 demonstrates, Native Advertising is viewed at a much higher
rate than other online advertising such as banners, often equalling that of its host site’s editorial
material, and it is viewed as a “positive development” by most brands and agencies.
However, Native Advertising risks eroding viewers’ trust if it leaves them feeling deceived,
either through inadequate disclosure or through presenting content that does not match
expectation. One recent example is “First Kiss,” a short film of strangers kissing which rode
an initial wave of viral popularity before foundering as viewers realized it was a promotion
with professional actors for the clothing company Wren.
With this in mind, the Wharton Future of Advertising Program in conjunction with Yahoo!
have designed a Framework for Native Advertising: a road map for ethically deploying Native
Advertising while maximizing its effectiveness. This framework can be applied beyond digita l
media to all advertising and marketing. The backbone of this framework is
the WFoA’s “RAVES” guidelines for advertising, which hold that marketing is most effective
when it is Relevant and Respectful, Actionable, emotionally and cognitively Valuable, and
offers an Exceptional Experience and a Surprising Story to its audience, delivered through all
touch points. To be used most powerfully, Native Advertising requires addressing three key
factors:
Objectives: The goals of the advertiser, the site upon which the advertisement is hosted, that
site’s audience, and society as a whole must align;
Integration: content must LEAD: the content must fit with the Look and feel,
the Editorial (content and context), the Audience (mood and mode), and the Device (functio n
and location).
Transparency making the presence of sponsored content clear and undisguised—a must, which
can establish long term benefits for and trust in a brand if it is forward about the nature and
origin of NA content. Furthermore, brands should strive for thought leadership and create
content they are proud of.
Since there are many ways of executing integration and transparency for any given objective,
the use of Adaptive Experimentation is a must. The fragmented nature of viewership on the
internet can work to advertisers’ advantage here, allowing multiple approaches to run and be
evaluated for effectiveness concurrently. If many companies adopt this experimental approach
we can then conduct meta-analysis of the results and establish an ever-clearer idea of what
works and what does not. All stakeholders—media, marketers and audience—have differ ing
desires, but by taking them all into account, we believe they can be aligned, allowing marketers
to reach an aware, receptive audience, and for the media that delivers that content to support
itself via advertising that is clicked on more than once in 1000 views.
With all these announcements it’s understandable that some people will have trouble keeping
up. So we’ve decided it’s time take a step back and assess the key mobile native ad solutio ns
that have been announced over the last six months and break down what they offer to publishe rs
and advertisers. When we refer to “mobile native ads” we’re talking specifically about mobile
ad formats that are designed to blend into, and mimic the look and feel, of the publisher’s app
or mobile site.
4.2.1 Twitter/MoPub
Twitter has been offering promoted tweets for some time now, which are arguably native ads,
but this year it made public the fruits of its tie-up with ad network MoPub, by launching its
mobile native ad exchange. The exchange takes MoPub’s exchange, which reached over one
billion mobile users, and skews it from a traditional/banner focused network to one more
aligned with native. The move is somewhat of an affirmation of the RTB model in the face of
fears that the scale of programmatic buying would be incompatible with the tailored nature of
native formats.
MoPub/Twitter’s native ad SDK lets developers create a customised native ad unit inside their
app. The exchange then lets demand partners bid on the native ad inventory. MoPub says
publishers have all the control and features present in MoPub’s ad serving platform, includ ing
powerful targeting options, frequency capping, creative management and more. When it comes
to Twitter’s efficiency for app marketers, more important is the value of traffic. Indeed, many
questions remain over the effectiveness of Twitter’s new products and the ability of the
company to deliver valuable users is an open question according to some. The MoPub exchange
perhaps holds more potential for advertisers, but Twitter’s announcement was somewhat
overshadowed a few weeks later by the reveal of the Facebook Audience Network, which pretty
much does the same thing.
4.2.2 InMobi
InMobi rolled out its native ad platform a while ago but only took it out of beta earlier this
month. Wepreviously spoke to co-founder Abhay Singhal who said his solution would be a
“complete game changer” for the mobile ad industry. In Mobi says the core of its platform is
the ability for developers of all sizes to create highly customized mobile native ads and it’s
goal is to give devs on a smaller budget the ability to create ads that don’t “negatively impact
the user experience.” InMobi’s solution certainly looks on track to address the issue of scale
when it comes to native. InMobi offers two ad types: Native Interstitials and Native Content
Ads.
InMobi’s Native Interstitials are basically interstitial ads that can be customised with differe nt
frames that sit around the advertisement. InMobi offers a selection of pre-made frames for
developers to use and lets you create your own frames. Of course, whether the pre-made frames
can really adapt well to a widevariety of app styles is an open question. InMobi’s Content Ads
are content feed ad units, which look very clean and flexible. InMobi lets developers choose
from a number of templates, including content walls, news feeds, chat lists for social apps and
in-stream.
Appsfire
Appsfire previously ran a popular app discovery platform but the end of last year announced
its plans to focus entirely on developing new native ad formats. The start-up has been busy
over the last few months, rolling out three new units in total and peppering them with some
very innovative design touches.
Ura Maki
The Ura Maki format looks something like a slick re-imagined interstitial and makes innovative
use of iOS gestures, and UI features, that everyone is familiar with. Users can either stop the
ad before it displays, or swipe up to dismiss after it displays.
Sashimi
Appsfire’s second ‘Sashimi’ unit is basically an in-stream ad and can be deployed across any
app that features a content feed. The ad is auto-generated and can be tweaked with a set of
customisable templates.
Udon Noodle
The Udon Noodle unit is a little bit more unique compared to the first two and makes use of
the blank space in content feeds when users pull down to refresh. While not everyone may like
the idea of ad messages in every nook and cranny of their app, Udon is a great example of
thinking outside the box and shows there’s still plenty of room for innovatio n when it comes
to mobile ads.
4.2.3 Native X
Native X has been a real pioneer in the native ad space, setting-up the first and only native ad
exchange aimed exclusively at mobile games. The Minnesota-based company, which was
formally known as W3i, has created a whole range of rich native formats, which have been
designed to appeal to gamers and meet the needs of game advertisers. This is complemented
by its Native X Platform, which uses a predictive analytics engine to optimise ad placement
and deliver higher returns. Here’s a look at Native X’s ad units.
Native Interstitials
As we’ve seen with other examples, NativeX updates the traditional interstitial format by
letting publishers customize the ad’s boarders with designs that reflect their app.
Native Banner
NativeX’s banners can be customized to match a game’s art style and UI. The banner expands
to a full screen ad when clicked. This expanded ad can feature a video.
4.2.4 Facebook
Facebook has been among the most successful pioneers of mobile native ads, with its in-stream
app install units, which have boosted the fortunes of many apps. A few weeks ago the
company launched its Facebook Audience Network, which brings the company’s expertise in
native mobile ads to third party publishers.
As we’ve been told many times, bigger app advertisers – games devs in particular – have been
desperate for more Facebook inventory. The main driver of demand has been the quality of the
social network’s users, which are delivered at a premium price. Whether FAN can deliver the
same quality traffic remains to be seen. Nevertheless, Facebook’s ad targeting capabilities
plays a big role here and the social network is hoping to replicate this with FAN The other clear
appeal of FAN is that publishers get to piggy back off Facebook’s successful app install ad
business and incorporate native ads into their apps relatively simply, working within
Facebook’s proven framework.
Facebook lets developers customise native ads to best fit their apps. The social network has
issued a range of guidelines for native units, and shown off a few examples such as the one
above. The in-stream format looks similar to Facebook’s own native ads, but there’s more
emphasis on the image and it doesn’t look like Facebook is adding other elements, such as the
star ratings and info on the number of people using the advertised app.
4.2.5 MobFox
Earlier in the month MobFox announced the first native ad platform dedicated to mobile sites.
The Vienna-based network says it’s also the first to offer both a Demand Side Platform and a
Supply Side Platform for native. MobFox CEO Julian Zehetmayr told us that despite all the
big players jumping into native ads, independents like MobFox will always be in-demand to
help publishers distribute traffic across different demand sources. Nearly all the
announcements this year have focused on in-app advertisements, so it’s refreshing to see
someone bring the mobile web back into the equation.
Interstitial Frames
As the name suggests Interstitial Frames are simply customised frames for interstitial ads that
mimic the look and feel of an app. LeadBolt tells us these are the most popular native ad types
on its network.
Floating Ads
Floating Ads are bit more unique and consist of icons that float across the screen. Users then
tap the floating ads to reveal the advertising message. LeadBolt allows publishers to customise
the icons to fit better with their app, so you could have a sci-fi app that uses UFOs to carry the
ad message, or a travel app that uses airplanes. The blend of interactivity and native is a really
innovative way to drive engagment and a good option for game publishers.
At the more basic end of the scale are Leadbolt’s ‘More Games’ buttons. These are ads that are
integrated into a game’s menu system, when the player clicks on the button they are taken
through to an app wall advertisement. Simple but effective – although perhaps not clearly
enough labelled as an ad.
4.2.6 Yahoo
Yahoo announced its native ad product earlier this month and offers three distinct units. Yahoo
says its decision to run with its own native ad formats is due to mobile accounting for half of
its global monthly active users. The company is also suffering from declining ad revenue,
which was down 11% in Q1 2013, so it’s no wonder Yahoo is eyeing-up Facebook’s lucrative
approach to install ads, with its own in-stream units.
Interestingly, Yahoo’s native ad announcement also kicked off a debate over how to properly
label native units. Start-up Appsfire took a swipe at the company, saying Yahoo’s ad were not
properly demarcating the boundaries between ad and non-ad content. Here’s what Yahoo has
revealed so far.
In stream
As with AOL, Yahoo has followed the in-stream native ad format, with units that blend into
users’ Yahoo News feeds. The ads are very much integrated into the news feed, with a circled
S symbol marking it out as an ad.
In article
The company also revealed a slightly more unique native ad unit that is very image-foc used
and pops up in paragraph breaks within the articles themselves. The image and the text certainly
do a good job of appearing integrated with the content, and basically looks like part of the
article.
Photo album
Finally Yahoo is also putting native ads within its mobile photo albums. It’s a smart move and
looks very slick. But again, is there enough to mark this out as an ad?
4.2.7 AOL
AOL launched its new mobile native ad product, aimed at app marketers, just last month. The
new format consists of a sponsored in-stream ad unit and to our knowledge AOL hasn’t
announced anything else. AOL says the benefit of its solution is that app advertisers don’t have
to customise their ads for different publishers, they can just supply one image, some text, and
can run the ad across all of AOL’s mobile properties, including Huffington Post, engadget,
AOL Mail and DailyFinance. AOL says it’s also testing the ad units with third party publishe rs.
It will be interesting to see how a media company like AOL will expand its mobile native ad
offering beyond app install ads. The company says it’s got big brands signed-up but hasn’t
revealed what brand campaigns will look like – and there’s much discussion over the value of
native ads beyond app installs.
The above unit is an example of an app install ad on the Huffington Post mobile site. There’s
not much emphasis on the image and the ad certainly looks less flashy than some of the other
in-stream units out there. But perhaps that’s largely down to the UI of the app itself.
The first change was to allow publishers to adjust the placement of ads in their content streams
via a simple web-interface, rather than having to hard-code the placement and submit a new
version of the app. Most recently, Namo followed Facebook’s lead and brought ad carousels
to its native ads, letting users swipe through multiple ads in a single placement.
Namo gives developers a number of templates to tweak and customise. As you can see above
their native app install ad follows the Facebook model and looks nice and clean. But as with
some other in-stream ads we’ve seen, perhaps it doesn’t disclose it’s nature to users as clearly
as it should.
4.2.9 OpenX
At the beginning of the year OpenX Technologies unveiled its mobile native ad exchange,
during the Mobile World Congress event in Barcelona. OpenX says its new RTB platform
offers partners “a seamless multiscreen experience at scale, which is what they need.”
The native ad formats include content stream ads and rich media ads that “don’t jar the user
experience” and are “part of the content flow.” Of course, the big question hovering over RTB
native ad platforms such as MoPub, Nativo and OpenX’s, is just how integrated native ads can
get on such large scales, and the impact this trend may have on apps themselves, especially
when you delve beyond in-stream units.
4.2.10 Wrap up
So native ads are finally taking off in a big way. It’s certainly great news, as everyone – from
advertisers to users – agree that previously ad formats (and banners in particular) just don’t cut
the mustard. If mobile is going to attract big brand campaigns, and if app marketers want more
valuable users, then the ads themselves will have to deliver a better experience than they have
been doing up until now. Big questions to look out for include the degree of compatibility
between RTB and native formats, native beyond app install, and the friction between providing
integrated ads and clearly labelled ads.
While the industry continues to tout this disruptive idea, publishers and advertisers are le ft
wondering what it will really take to bring mobile advertising to the next level. Current industry
effective CPMs hover around $0.75 on mobile, compared to $3.50 on the desktop, making
sustainability a key consideration for the industry. Clearly, there is a disparity between desktop
and mobile advertising that needs to be addressed before brands will be able to fully utilize and
embrace the small screen.
Since mobile advertising first emerged on smartphones with the basic and very limited 320x50
banner, the recent introduction of in-app contextual ads and innovative native approaches have
begun to move the needle for advertisers. Recent reports indicate that mobile ads have fina lly
begun to mature to rival their desktop counterparts due to significant advancements in mobile
ad technologies, fueling the transfer of eyeballs to the small screen. In March 2013,
MotorTrend and Chevrolet announced results from a native mobile ad campaign that supports
the notion that mobile ads have finally matured, reporting a 37% engagement rate, 3x over
industry benchmarks for mobile. I would argue that native ad experiences (those that are
organic to the content experience and leverage the native capabilities of the device) are the
future of mobile as a media platform and are imperative to making consumer brands as
contextually relevant as possible to their target audiences.
Why is Mobile the Next Advertising Frontier? And why mobile over desktop? With nearly
110 million mobile smartphone subscribers and 30 million tablet users in the US, consumers
are accessing content anytime, anywhere. As this trend continues, every publisher invested in
mobile needs a more comprehensive monetization strategy that better addresses the unique
consumption patterns of mobile users. It is not enough to simply apply the old ad formats from
the web to mobile. Today, savvy publishers are going deeper to create engaging ad experiences
for consumers.
Here are a list of native advertising capabilities that lend themselves to providing a more
enhanced brand experience for advertisers, publishers and consumers:
In-Stream Advertising – This truly native ad experience mirrors editorial content and is
delivered alongside existing content. This type of advertising is even more relevant on a mobile
device because it satisfies an immediate content request in a short window of time. People
don’t have time to click through a banner ad to an inconsistent content experience.
Real-time Ads with Dynamic Text – This innovation feeds real-time, dynamic text into rich
media ad units on mobile devices, providing users with timely information such as breaking
news, online deals and even stock information.
Geo-location – The device’s native capability allows brands to tap into geo-location
information to drive action such as providing users with the ability to search for the nearest
store location to drive foot-traffic and ultimately sales.
Passbook integration – This is another device-specific native feature on iOS that allows
brands to present users with relevant coupons, gift cards and travel documents that need to be
easily accessible while on-the-go. When coupled with geo-location now brands can deliver
real-time deals to nearby devices and save them into Passbook in the form of coupons, boarding
tickets and itineraries.
Long-form Content Modules – Since users often have the time to browse on mobile during
downtime throughout their days, why not invest them in your brand through singularly focused,
interesting content that captures and holds their attention? Here, brands have the opportunity
to act as publishers by providing content that keeps people engaged.
Branded Loading Screens – This organic ad unit is engrained into the app itself and begins
the brand experience as soon as the user launches the app, providing an elegant “presented by”
content sponsorship that users of free apps and mobile content will value.
Save to the Home Screen Feature – This enables users to revisit branded content and to
reengage with the brand at a later time. This is significant, as mobile users may not always have
the time to interact with branded content in real-time. How Do Publishers Drive Value for
Brands? And how do advertisers better serve consumers? By combining several of the features
above into a cohesive brand experience, one can only imagine the possibilities they will be able
to unlock for on-the-go consumers .Imagine a first-time mom sitting in a doctor’s reading an
article about the top elementary schools in the Parenting app and being served a real- time
Target ad that talks about a new sale on school supplies. She can click on the ad, pull up the
promotion flier and be provided with the school supply shopping list she can save to Passbook,
and is then presented then with local Target stores in her area along with coupons where she
can pick up the items after her doctor visit. This is powerful advertising.
The global mobile advertising market will generate revenues of $12.8 billion in 2013,
according to the latest research published by Informa Telecoms & Media in its “Mobile
Advertising: Global Market Analysis and Forecasts 2011-2016.” That’s up from $8 billion in
2012. eMarketer also projects that U.S. mobile advertising will be at $7.28 billion industry in
2013. As people move away from their hardwired desktop computers and take on a mobile
lifestyle, advertisers will need to shift strategies and adopt a better way to reach consumers on
their most trusted personal computing devices – the ones that fit in the palm of their hands.
Native advertising – you’ve seen it, you’ve clicked on it, and you may not even have realized
it. Since the advent of the smart phone, the plague of the mobile advertising world has been
display ads. They leap out, rather offensively, from otherwise slick and good-looking websites
and apps, and all we want to do is avoid them. Traditional display ads on mobiles have seen
click through rates (CTRs) fall at an incredible rate. The average CTR on mobiles has fallen to
0.04 percent, according to this Digiday article. People have simply adapted to avoiding them;
the consumer won’t stand to be interrupted any more. And so they’ve been replaced by
something far more effective.
Studies have found that less than half of visitors to news sites can distinguish native advertising
from actual news. It’s not surprising; the whole idea is that they blend in. Emarketer.com
predicts that native ad spend will reach $5 billion by 2017. The Online Publishers Associatio n
says that 73 percent of their publisher members currently use native ads (for pc, tablet and
mobile browsing) and predicts that number will rise to 90 percent by the end of this year.
For example, using a customized Welcome Screen to personally greet users entering your app
or website will not only complement the user experience, but can also carry a native ad on it
by recommending relevant content or offers to explore. The reason native ads are also the future
of mobile advertising is that they’re still in infancy and will only continue to blend further, and
in better ways, as time goes on. This style of advertising doesn’t break the flow of a user’s
mobile experience, is relevant to their interests, and causes them stick around after exposure to
the ad as a result. Add value & visitors will love you
If you feel like this is deceitful, remember the key to recommending sites, apps and products:
relevant, high quality content your visitor will love and be happy to see when they click
through. Your user doesn’t know or care that you made money on that click. In fact, I bet they’d
be perfectly happy to hear that you did, just as I’m thrilled that my friend made a referral fee
when he recommended a great money transfer service to me a few weeks ago. I’m not at all
bothered by the fact that he made some money for making a great recommendation to a friend
in need. I’m happy, he’s happy and the referred company is happy. It’s exactly the same with
thoughtful, well-chosen native ads.
Mobile phones have become the preferred method for people to access the Internet. Well over
half of all Web traffic is through phones nowadays, and because of this web apps and mobile
sites have become extremely popular ways to access any content. When someone wants to find
almost anything, whether it be educational or purely for entertainment purposes, the likelihood
is that they will be using their phone to do so. Everything from the color scheme to the type of
information shared, all the way down to the types of humor used all reflect the nativity of the
advertising experience — exactly what your potential customer is looking for.
In-feed native advertising is a format that is designed to be relevant and contextual to the type
of content surrounding it. In mobile native ads, the content engages readers better by feeling
like it organically belongs amongst the app or site because of its visual design, writing style
and type of content presented. Everything from the color scheme to the type of informa tio n
shared, all the way down to the types of humor used all reflect the nativity of the advertising
experience —exactly what your potential customer is looking for.
When native advertising works, the experience is seen as a win for both the advertiser and the
potential customer. What is the purpose of advertising? It is to market a product or service that
will provide value to the customer. In-feed native advertising’s advantage over more
interruption-driven ad styles is that for in-feed native advertising, there is no break in the feeling
of developing trust that the potential customer experiences. This seemingly small differe nce
has proven very powerful. Native advertising spends are set to quadruple by 2018.
What began a few years ago as an experiment by social networks and innovative publishers in
promoting content looks now set to become the de facto advertising standard, well at least for
mobile devices. The predicted figures for native advertising are very promising for publishe rs
too. BI Intelligence believes that spending on native ads will reach $7.9 billion this year and
grow to $21 billion in 2018, rising from just $4.7 billion in 2013. So what will fuel this growth?
The demise of display advertising on mobile platforms is sure to be a catalyst as is the
effectiveness of native advertising.
Here then are three other reason why native advertising is set to grow significantly in the
coming years.
On the coat tails of the Apple announcement The New York Times unveiled its planned move
from display to native in its mobile advertising. ‘Mobile advertising as a whole is just fairly
crappy,’ Sebastian Tomich, The New York Times senior VP of advertising and innovation told
Adage, suggesting that the last display mobile ads on the NYT would appear in late summer
2015.
In their place is the NYT's unique take on native advertising. The company has created a
concept called Mobile Moments. These are ads that are optimised to the seven moments in a
given day that the NYT feels are most important to readers. These include the beginning of the
morning, lunchtime and the end of the day. The ads will be featured very prominently, a few
commentators have suggested that they actually feel like an interstitial, in that they will take
up to 75% of the screen vertically. Invariably the ads will link to short form content created by
the The Times' 40-person branded-content arm T Brand Studio.
Meanwhile the NYT’s great liberal rival The Guardian has been developing its own native
advertising policy. It has so far tended to work with large brands like EE and Unilver via its
Guardian Labs platform to produce ongoing longer campaigns. Other publishers have also been
developing their own bespoke platforms like Condé Nast whose offering was developed by its
Studio and Solutions Group, the company’s ad and content development arm. Its platform
attempts to integrate the ads seamlessly into the flow of the editorial, in many ways akin to the
social advertising output of both Facebook and Twitter.
One of the ways that new media companies like BuzzFeed and Upworthy have become so
successful is the way in which they have optimised their content to make it so shareable. And
this may include tweaking images, headlines and introduction to ascertain which combinatio n
is most effective at attracting readers. It's a ploy that many mainstream publishers are now
using too.
Data driven experimentation is also likely to become the norm in native advertising to as
publishers seek to optimise opportunities for brands. It may also mean more prominence for
photos as there is growing evidence that the most effective native advertising is based around
striking images.
Digital advertising, also called as internet/online advertising is when business leverage Internet
technologies to deliver promotional advertisements to consumers. Today‘s world is all about
engagement: two-way communication with audiences. Everyone‘s talking about it, lots of
brands are struggling with the concept of it, many are starting to do it. Advertisers are
recognizing the importance of considering content driven advertising. The online advertising
market in 2014 represent a year on year growth of 29%
The Internet market in India comprises search, display, mobile, social media, email and video
advertising. As in 2014, search and display advertising continues to form a large portion of the
overall pie. However, their percentage share has declined somewhat owing to the rise in the
mobile, social media and video advertising.
The Internet has been steadily increasing its share of the advertising pie. Spends on digita l
media have steadily increased from just over 1% of total Indian advertising spend in the year
2005 to nearly 7% in 2013. Display banner advertising has gone a decline rapidly in the current
scenario. In fact it’s bred a new term, “banner blindness”, this is how exactly the dilemma is
captured. Native hence is the new approach breaking the clutter. Content marketing is a great
way of engaging consumers with brands with honesty and promise of quality Native is the
subtle way of putting your brand message across where everyone else is shouting loud and
being intrusive for the consumers. Study shows that consumers view sponsored content 52%
more than your Display ads. Also, native ads are 25% more engaging than your banner ads.
Hence the study shows that how content marketing creates a far more engaging and trustworthy
audience and from a long term perspective It is the advertiser’s smartest tool today. Native can
be anything from a sponsored post, promoted article, sponsored videos, branded applicatio n,
sponsored portals, info graphics etc.
The significance of the research is to show how Native Advertising is a relatively new approach
to Online advertising, wherein brand provide content based on what users are passionate about,
as opposed to Display ads where brand push their marketing message way too aggressive ly
making it intrusive for consumers. Gone are the days when you talk about what your product
and service is all about, other than creating awareness. Once the awareness is there, through
native, you are looking for the passion point for your audience, and you build content around
that.
For instance, if we understand why Vodafone does (advertise son) Roadies. It’s the same way
how every advertisers playing the Native game today. The above mentioned facts clearly show
that the advertisers are already on this path of breaking the clutter through native advertising
as it is highly preferred by the online consumers hence the need for this study to find the
consumer attitude and behavior towards the same.
Sampling Method
Convenient Sampling
Procedure of sampling
The research design includes an overall and a descriptive study about the aspects like attitude
and behavior of the consumers towards Native Advertising.
50
40
30
Gender of the Respondents
50 50
20
10
0
Male Female
Out of 100 Respondents, 50% of the respondents are Male and 50% are Females.
50
40
30
Age group of the Respondents
51
20
26
10
10 13
0
16 - 23 Years 24 - 30 Years 31 - 39 Years 40+ Years
Out of 100 Respondents, 10% belong to 16 – 23years of age group, 51% belong to 24 – 30
years of age group, 26% belong to 31 – 39% years of age group and 13% belong to 40+ years
of age group.
80
70
60
50
Education qualification of
40 78 Respondents
30
20
10 22
0 0 0
SSC HSC Graduate Post Graduate
Out of the 100 Respondents, 22 % respondents are graduate and 78% are post graduate.
Tukey HSD
Subset for alpha = 0.05
N
1 2 3 4
Radio 100 2.16
Cinema 100 2.17
Print 100 2.51 2.51
Outdoor 100 2.79 2.79
TV 98 3.03
Online 100 3.88
mobile 100 3.95
Sig. .217 .489 .668 .999
It is evident that the most important parameter is Mobile followed by respondents and the least
important parameter is Radio.
Table 7.6: Represents the amount of time spent in a day by Respondents on Internet
50
40
30
Time spend by Respondents on
50 Internet
20
36
10
8 6
0
Less than an 1 - 2 hours 3 - 4 hours 4 hours and
hour above
Figure 7.6: Represents the amount of time spent in a day by Respondents on Internet
Out of 100 Respondents, 8% respondents spend less than an hour on Internet, 6% respondents
spend 1- 2 hours on internet, 50% respondents spend 3 – 4 hours on internet and 36%
respondents spend 4 hours and above on internet.
7.7. Respondents that have come across digital advertisements while surfing
the internet
Table 7.7: Represents the number of Respondents that have come across digital
advertisements while surfing the internet
Figure 7.7: Represents the number of Respondents that have come across digital
advertisements while surfing the internet
Out of 100 Respondents, 95% of respondents have come across digital advertisements while
surfing internet and 5% of respondents have not come across digital advertisements while
surfing internet.
Table 7.8: Represents the number of Respondents that are aware of digital advertisements
Figure 7.8.: Represents the number of Respondents that are aware of digital advertisements
Out of 100 Respondents, 86.9% respondents are aware of digital advertisements and 13.1% are
unaware of digital advertisements.
Pop Ups
50
40
Figure 7.9.1: Opinion of the Respondents on the awareness of the Pop Up ads
Out of 100 Respondents, 62.1% respondents are aware of Pop Ups advertisements and 37.9%
are unaware of Pop Ups advertisements
Pre – rolls
60
50
40
Respondents that are aware of
30 58 Pre - rolls advertisements
20
29
10
0 3.5
Yes No Missing
Figure 7.9.2: Represents number of Respondents that are aware of Pre-rolls advertisements
Out of 100 respondents, 66.7% respondents are aware of Pre - rolls advertisements and 33.3%
are unaware of Pre – rolls advertisements.
70
60
50
20
10 18
13
0
Yes No Missing
\
Figure 7.9.3: Represents number of Respondents that are aware of Display banner
advertisements
Out of 100 respondents, 79.3% respondents are aware of Display Banner Advertisements and
20.7% are unaware of Display Banner Advertisements.
Video Interstitials
0
Yes No Missing
Figure 7.9.4: Represents number of Respondents that are aware of Video Interstitials
Out of 100 respondents, 54% respondents are aware of Video Interstitial advertisements and
46% are unaware of Video Interstitial.
Sponsored Ads
70
60
50
20
10
14 13
0
Yes No Missing
Figure 7.9.5: Represents number of Respondents that are aware of Sponsored Ads
Out of 100 respondents ,83.9% respondents are aware of Sponsored Advertisements and 16.1%
are unaware of Sponsored Advertisements.
Sponsored Tweets
50
40
10
0
Yes No Missing
Figure 7.9.6: Represents number of Respondents that are aware of Sponsored Tweets
Out of 100 respondents , 34.5% respondents are aware of Sponsored Tweets and 65.5% are
unaware of Sponsored Tweets..
Impact Ads
Frequency Percent Valid Percent Cumulative Percent
Out of 100 respondents , 46% respondents are aware of Impact Advertisements and 54% are
unaware of Impact Advertisements.
Native Ads
Frequency Percent Valid Percent Cumulative Percent
Figure 7.9.8: Represents number of Respondents that are aware of Native Ads.
Out of 100 respondents, 88.5% respondents are aware of Native Advertisements and 11.5% are
unaware of Native Advertisements.
7.10 When you saw Native advertisement for the first time how did you react?
Figure 7.10: Represents reaction of respondents when thy saw Native advertisement for the
first time.
One-Sample Statistics
Std. Std. Error
N Mean
Deviation Mean
I think native advertisements are better at visual experience than other forms
87 4.1724 .93020 .09973
of advertisements
I think native advertisements are better at brand recalls than other forms of
87 3.5632 .78801 .08448
advertisements
I do not think native advertisements are more credible to increase the average
86 2.4070 1.06691 .11505
time spent per session online
It makes no difference for me on seeing a native ad or a banner ad 87 3.1724 1.18328 .12686
I think native advertisements are creative enough to reach the actual brand
87 4.0690 1.11848 .11991
messages to its consumers in a subtle manner
I would believe experts over native advertisements 87 3.2644 .68979 .07395
I think that the advertisers are reaching the right target audience through
87 3.5862 .72420 .07764
native advertisements
By integrating relevant content into beautiful editorial experiences, native
ads can significantly increase the engagement and effectiveness of a 87 3.7816 1.09359 .11725
marketers campaign
The way a native ad is integrated into content is extremely imp ortant 87 4.2644 1.01683 .10902
Native ads must be presented in the same way as associated content,
personalized for the viewer , optimized for the device and related to the 86 3.4419 .92805 .10007
context of the page or article
Native ads must also deliver content relevant to the consumer 87 4.2414 .97606 .10464
Native advertising is best when publisher and advertisers objectives are
87 3.7241 .75775 .08124
aligned
Ads should be clearly identified as sponsored content 87 4.2759 .81682 .08757
Ensuring transperancy in native advertising will increase user trust and
87 3.5747 .99571 .10675
campaign performance
Branded searches see more times the lift when ads are integrated with an
87 3.7586 .86220 .09244
editorial feed compared to standard display
Table 7.11: Represents opinions of the Respondents about various features of Native
advertisements
Test Value = 4
Table 7.11: Represents opinions of the Respondents about various features of Native
advertisements
7.11.1 For evaluating the level of agreements for the given Statement: I think native
advertisements are better at visual experience than other form of advertis ements
Ho = 4
Ha < 4
7.11.2 For evaluating the level of agreements for the given Statement: I think native
advertisements are better at brand recalls than other forms of advertisements
Ho = 4
Ha < 4
7.11.3 For evaluating the level of agreements for the given Statement : I do not think
native advertisements are more credible to increase the average time spent per session
online
Ho = 4
Ha < 4
7.11.4 For evaluating the level of agreements for the given Statement : It makes no
difference for me on seeing native add or a banner add
Ho = 4
Ha < 4
7.11.5 For evaluating the level of agreements for the given Statement: I think native
advertisements are creative enough to reach the actual brand messages to its consumers
in a subtle manner
Ho = 4
Ha < 4
7.11.6 For evaluating the level of agreements for the given Statement: I would believe
experts over native advertisements
Ho = 4
Ha < 4
7.11.7 For evaluating the level of agreements for the given Statement: I think that
advertisers are reaching the right target audience through native advertisements
Ho = 4
Ha < 4
7.11.8 For evaluating the level of agreements for the given Statement: By integrating
relevant content into beautiful editorial experiences, native ads can significantly increase
the engagement and effectiveness of a marketer’s campaign
Ho = 4
Ha < 4
7.11.9 For evaluating the level of agreements for the given Statement: The way a native
ad is integrated into content is extremely important
Ho = 4
Ha < 4
7.11.10 For evaluating the level of agreements for the given Statement: Native ads mus t
be presented as the same way as associated content, personalized for the viewer,
optimized for the device, and related to the context of the page or article.
Ho = 4
Ha < 4
7.11.11 For evaluating the level of agreements for the given Statement: Native ads mus t
also deliver content relevant to the consumer
Ho = 4
Ha < 4
7.11.12 For evaluating the level of agreements for the given Statement: Native
advertisements are best when publisher and advertiser objectives are aligned
Ho = 4
Ha < 4
7.11.13 For evaluating the level of agreements for the given Statement: Ads should be
clearly identified as sponsored content.
Ho = 4
Ha < 4
7.11.14 For evaluating the level of agreements for the given Statement: Ensuring
transparency in native advertising will increase user trust and campaign performance.
Ho = 4
Ha < 4
7.11.15 For evaluating the level of agreements for the given Statement: Branded searches
see more times the lift when ads are integrated within an editorial feed compared to
standard display
Ho = 4
Ha < 4
7.12 Rate the following types of parameters with respect to Native and traditional
advertising
N Correlation Sig.
Native & Traditional digital
Interesting 87 .335 .002
advertising
Influencing
Native & Traditional digital
you to 87 .543 .000
advertising
purchase
Native & Traditional digital
Interactive 87 .433 .000
advertising
Spoils surfing Native & Traditional digital
87 .023 .830
experience advertising
Induces Native & Traditional digital
87 .562 .000
Loyalty advertising
Makes you to
switch from Native & Traditional digital
87 .317 .003
your current advertising
brand
Native &
Interesting Traditional digital 2.85057 1.97383 .21162 13.470 86 .000
advertising
Influencing Native &
you to Traditional digital .95402 2.74458 .29425 3.242 86 .002
purchase advertising
Native &
Interactive Traditional digital 1.82759 2.54361 .27270 6.702 86 .000
advertising
Spoils Native &
surfing Traditional digital -2.63218 3.49789 .37501 -7.019 86 .000
experience advertising
Native &
Induces
Traditional digital 1.09195 1.87165 .20066 5.442 86 .000
Loyalty
advertising
Makes you
to switch Native &
from your Traditional digital 2.18391 2.43773 .26135 8.356 86 .000
current advertising
brand
7.12.1 For evaluating the level of agreements for the given pair for parameter Interesting
Ho = 4
Ha < 4
7.12.2 For evaluating the level of agreements for the given pair for parameter influencing
you to purchase
Ho = 4
Ha < 4
7.12.3 For evaluating the level of agreements for the given pair for parameter Interactive
Ho = 4
Ha < 4
7.12.4 For evaluating the level of agreements for the given pair for parameter Spoils
surfing experience
Ho = 4
Ha < 4
7.12.5 For evaluating the level of agreements for the given pair for parameter Induces
Loyalty
Ho = 4
Ha < 4
7.12.6 For evaluating the level of agreements for the given pair for parameter makes you
switch from your current brand
Ho = 4
Ha < 4
7.13 On mobile devices which among the two forms of advertisements would you prefer?
Table 7.13: Represents preference of Respondents from two forms of advertisements on Mobile
devices.
50
40
30 57 Preferred advertisement on
mobile devices by respondents
20
30
10
13
0
Native Digital Missing
advertisements advertisement
Out of 100 Respondents, 65.5% of respondents prefer Native advertisements and 34.5% of
respondents prefer Digital advertisements.
One-Sample Statistics
One-Sample Test
Test Value = 4
Native advertisements have influenced me in the purchase of a product -2.974 86 .004 -.40230
Native advertisements are more trust worthy than other advertisements -11.212 86 .000 -.85057
Native advertisements help me in remembering the content of the
-2.241 86 .028 -.13793
advertisements but not the brand
Native advertisements alone is not enough to convince me to buy a
-9.491 86 .000 -1.03448
product
Native advertisements help in better engagement than other forms of
-2.625 86 .010 -.22989
digital advertisements
Native advertisements are more informative than other forms of digital
.316 86 .753 .03448
advertisements
Native advertisements spoil my overall surfing experience -7.896 86 .000 -1.00000
Native advertisements are misleading -9.386 86 .000 -1.09195
Native advertisements will not be effective in the long term once people
-3.574 86 .001 -.34483
realize that they are just a form of advertisements
7.14.1 For evaluating the level of agreements for the given Statement: Native
advertisements have influenced me in the purchase of a product
7.14.2 For evaluating the level of agreements for the given Statement: Native
advertisements are more trust worthy than other advertisements
Ho = 4
Ha < 4
7.14.3 For evaluating the level of agreements for the given Statement: Native
advertisements help me in remembering the content of the advertisements but not the brand
Ho = 4
Ha < 4
7.14.4 For evaluating the level of agreements for the given Statement: Native
advertisements alone is not enough to convince me to buy a product
Ho = 4
Ha < 4
7.14.5 For evaluating the level of agreements for the given Statement: Native
advertisements help in better engagement than other forms of digital advertisements
Ho = 4
Ha < 4
7.14.6 For evaluating the level of agreements for the given Statement: Native
advertisements are more informative than other forms of digital advertisements
Ho = 4
Ha < 4
7.14.7 For evaluating the level of agreements for the given Statement: Native
advertisements spoil my overall surfing experience
Ho = 4
Ha < 4
7.14.8 For evaluating the level of agreements for the given Statement: Native
advertisements are misleading
Ho = 4
Ha < 4
7.14.9 For evaluating the level of agreements for the given Statement: Native
advertisements will not be effective in the long term once people realize that they are just a
form of advertisements
Ho = 4
Ha < 4
Table 7.15: Represents Respondents choice if given an option to block native advertisements
completely.
70
60
50
Respondents choice when given
40
an option to block native
67
30 advertisements
20
10 20
13
0
Yes No Missing
Figure 7.15: Represents Respondents choice if given an option to block native advertisements
completely.
Out of 100 Respondents, 23% of respondents will block native advertisements and 77%
respondents will not block native advertisements.
7.16 Now a days Ad-words are used a lot in Native ads, do you think adwords
make native ads more reliable or trustworthy.
Frequency Percent Valid Percent Cumulative Percent
Very Relevant 2 2.0 2.3 2.3
Relevant 60 60.0 69.0 71.3
Doesn’t Matter 18 18.0 20.7 92.0
Not Relevant 7 7.0 8.0 100.0
Total 87 87.0 100.0
Missing System 13 13.0
Total 100 100.0
60
50
40
Respondents view on Native
30 60
advertisements
20
10 18
13
7
0 2
Very Relevant Doesn’t Not Missing
Relevant Matter Relevant
When asked if ad-words used in Native ads are reliable and trustworthy, out of 100
Respondents, 2.3% of respondents found this statement very relevant, 69% of respondents
found this statement relevant, It does not matter to 20.7% of respondents and 8% of
respondents do not find this statement relevant.
o Out of 100 Respondents, 10% belong to 16 – 23years of age group, 51% belong to 24 –
30 years of age group, 26% belong to 31 – 39% years of age group and 13% belong to
40+ years of age group.
o Out of the 100 Respondents, 22 % respondents are graduate and 78% are post graduate.
o Out of 100 Respondents,
o Out of 100 Respondents,.
o Out of 100 Respondents, 8% respondents spend less than an hour on Internet, 6%
respondents spend 1- 2 hours on internet, 50% respondents spend 3 – 4 hours on internet
and 36% respondents spend 4 hours and above on internet.
o Out of 100 Respondents, 95% of respondents have come across digital advertisements
while surfing internet and 5% of respondents have not come across digital
advertisements while surfing internet.
o Out of 100 Respondents, 86.9% respondents are aware of digital advertisements and
13.1% are unaware of digital advertisements.
o The respondents agree with the awareness of different forms of digital advertiseme nts
online with response such as: 62% are aware of Pop ups, 66% are aware of Pre-rolls,
79.3% are aware of Display banner ads, almost 50% are aware of Video
interstitials,83.9% are aware of Sponsored ads,34.5% are aware of Sponsored tweets, 46%
are aware of Impact ads, while majority of the Respondents 88.9% are aware of Native
ads.
o When Respondents saw a native ads for the first time, only 3% of respondents realized it
was an ad, 5.9% closed the ad on seeing it, 20.8% clicked on the ad but did not see the
product, while majority of Respondents i.e 68.3% clicked on the ad and saw the product,
2% saw the ad and purchased the product too.
o The respondents agree that native advertisements are better at visual experience than other
forms of advertisements
o The respondents do not agree that native advertisements are better than other
advertisements at brand recall.
o The respondents agree that native advertisements are credible enough to increase the
average time spent by a user per session online.
o The respondents could find out the difference between a Native ad and a Display banner
Ad most of the times.
o The respondents agree that native ads are creative enough to reach the actual brand
messages to its consumers in a subtle manner.
o The respondents do not agree with believing Experts over Native ads
o The respondents ado not agree that the advertisers are reaching the right target audience
through Native ads.
o The respondents agree that by integrating relevant content into beautiful editoria l
experiences, native ads can significantly increase the engagement and effectiveness of a
marketer’s campaign
o The respondents do not agree that the way a native ad is integrated into content is
extremely important.
o The respondents do not agree that native ads must be presents as the same way as
associated content, personalized for the viewer, optimized for the device, and related to
the context of the page of the article
o The respondents do not agree that a Native ads are best when publisher and advertiser
objectives are aligned.
o The respondents do not agree that Native ads should be clearly identified as sponsored
content
o The respondents do not agree that increasing transparency in native ads will increase the
user trust and campaign performance
o Out of 100, 65% respondents prefer Native ads than traditional digital advertisements on
mobile devices.
o The respondents do not agree that native ads influenced the to purchase a product online
o The respondents do not agree that Native ads are more trustworthy than other ads
o The respondents do not agree that native ads help them in remembering the content of the
ad but not the brand.
o The respondents are of the opinion that Native ads if placed well, can alone be enough in
convincing a respondent to buy a product
o The respondents agree that native ads are more informative than other digital ads online
o The respondents do not agree that native ads spoil their overall surfing experience.
o The respondents are of the opinion that Native ads are not misleading
o The respondents do not think that Native ads won’t be effective in the long run, once
people start to realize that they are just a form of advertisements
Understand the effect of Native Advertising on consumer attitude and behaviour
118
Rizvi Institute of Management Studies and Research Shahista Ahmed
o Out of 100 respondents, if given a choice to block Native ads while surfing online 77%
of respondents wont block them
o When asked if ad-words used in Native ads are reliable and trustworthy,
out of 100 Respondents, 2.3% of respondents found this statement very relevant, 69%
of respondents find this statement relevant, It does not matter to 20.7% of respondents
and 8% of respondents do not find this statement relevant.
8.2 Recommendations:
o The findings of the present study clearly states that a large number of consumers are
engaging with Native advertisements online without even realizing it’s a form of
advertisement. The feature of Native ads that makes them so similar to content article
on a page is the real reason behind the higher engagement rate and increase in the time
spent per session online
o Native ads need to be more creative and smartly integrated in the relevant content by
the advertisers to increase the effectiveness of an ad campaign
o There need not be an option to block native ads but study finds out if given a choice
consumer demands an ‘avoid ads’ button on sponsored contents
o Ensuring transparency in native advertising will increase user trust and campaign
performance
o The credibility of Native ads can only be judged if it reaches the right target audience
o Native advertisements does increase brand lift hence they should be optimized well
before sending across the target audience
o Advertisers and publishers both should take care that Native ads are never mislead ing
and it is not spoiling the overall surfing experience of its consumers.
o If Native ads are creative enough along with being informative, consumers agree to
share it with family and friends before purchasing a product.
o On mobile devices large number of consumers nowadays prefers native ads over
traditional display ads.
Annexures
Annexure 1 – Questionnaire:
Male
Female
16-23
24-39
40+
SSC
HSC
Graduate
Post Graduate
1.Can you please rate the following mediums on the basis of your time spent?
Rate on scale of 1-5 (1 being the lowest and 5 being the highest )
Medium 1 2 3 4 5
Television
Print
Outdoor
Radio
Online
Mobile
Cinema
2. Rate these advertising mediums from 1-10 with 10 being most likely to make you purchase
a product and 1 least likely to make you purchase a product
TV Ads
Print Ads
Digital Advertisements
Outdoor Advertisements
Native Advertisements
4.Have you come across any digital advertisements while surfing the internet ?
Yes
No
(Proceed to next Question if YES and terminate if NO)
Yes
No (Terminate Questionnaire)
6.Which of these digital advertisements are you aware of ? (Multiple ticks allowed) (If unaware
of native then terminate questionnaire)
Type Awareness
Pop Ups
Pre-rolls
Video Interstitial
Sponsored Ads
Sponsored Tweets
Impact Ads
Native Ads
7. When you saw a native advertisement for the first time how did you react? (multiple ticks
allowed)
Realized it was an ad
Closed the Ad
Clicked on the Ad but did not pay attention to the product
Clicked on the Ad and saw the product
Clicked on the Ad and bought the product
9. Rate the following types of native advertisements depending on your level of engageme nt
and preference on a scale of 1-5 where (1 being lowest and 5 being highest)
Type 1 2 3 4 5
Sponsored post
Sponsored videos
Promoted article
Branded application
Sponsored portals
Sponsored Tweets
Info graphics
10. Rate the following parameters with respect to Native and Traditional advertising on the
scale of 1 -10 (1 being the least important parameter)
Interesting
Interactive
Induces Loyalty
11. On mobile devices which among the two forms of advertisements would you prefer?
Native advertisement
Digital advertisement
Native advertisements
have influenced me in the
purchase of a product
Native advertisements
help me in remembering
the content of the
advertisement but not the
brand
Native advertisement
alone is not enough to
convince me to buy a
product
Native advertisements
help in better engagement
than other forms of
digital advertisements
Native advertisements
spoil my overall surfing
experience
Native advertisements
will not be effective in
the long term once people
realize that they are just a
form of advertisements
13. Incase you have an option to block native advertisemsnts completely? What would you do
and also give reasons
14. Nowadays Adwords are used alot in Native ads, do you think adwords make native ads
more reliable or trustworthy? Choose the statement that fits this statement best?
1.Very Relevant
2.Relevant
3.Doesn’t Matter
4.Not Relevant
7.10 Represents Respondents reaction when they first saw a Native advertiseme nt 97
Represents preference of Respondents from two forms of advertisements on 110
7.13
Mobile devices
Represents choice of Respondents if given an option to completely block 116
7.15
Native Ads
7.16 Represents Respondents views on Native advertisements 117
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Articles :
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content-audience-ethics-effectiveness
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advertising-129953
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advertorial-we-screwed-up ↩
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customers-will-move-tech-brands-warned/
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stay/
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