Content to Conversion, Digiday Brand Summit, April 2017
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The document discusses different types of native advertising and how they have evolved over time. It defines true native advertising as brand content published directly on a publisher's website. While native display ads just behave like regular display ads, true native advertising behaves more like organic content by driving user engagement and improving brand consideration. The document also provides a case study of how Monster Career Services used true native advertising on Nativo's platform to improve brand metrics like favorability, awareness, and recommendation intent among millennials.
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Content to Conversion, Digiday Brand Summit, April 2017
- 1. TRUE NATIVE AT SCALE
- 2. 2 “…native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer. .” – IAB Native Advertising Playbook “…native doesn’t merely fit into the stream of a publisher’s user experience in terms of design – it fits with the publisher’s value proposition in terms of content.” – Pandodaily – Web Publication about Technology news, analysis, and commentary with a focus on Silicon Valley WHAT IS NATIVE ADVERTISING?
- 3. True Native: Brand Content Published on a Publisher’s Site TEN YEARS AGO
- 4. Today, There are Multiple Types of Native Advertising Evolution of Sponsored Content Evolution of Display Ads NATIVE DISPLAYTRUE NATIVE
- 5. Captures Credit Behaves Like Display (Clicks Out) High Bounce - 30 sec time spent Each Native Format has a Distinct Purpose Low Bounce - 90 sec time spent Behaves Like Content (Clicks In) Engage & Improves Consideration NATIVE DISPLAYTRUE NATIVE Evolution of Sponsored Content Evolution of Display Ads
- 6. 3xHigher Lift 22% 7% Same Content, Different Environments, Different Results Branded Content on Brand SiteBranded Content on Publisher Site Evolution of Sponsored Content Evolution of Display Ads NATIVE DISPLAYTRUE NATIVE
- 7. NATIVO STRATEGY Monster leveraged Nativo’s True Native execution. To help shift brand perception, Nativo targeted millennials who did not grow up with the brand and are actively looking for new jobs. CASE STUDY: MONSTER CAREER SER VICES Native Campaigns run on Nativo Resulted in better brand equity and recommendation intent metrics than other media executions. SOURCE: MILLARD BROWN MONSTER’S GOAL Monster was looking to energize their stale brand perception, drive top-of- mind awareness and regain market share with new job seeker accounts. RESULTS Nativo ranked #1-2 in all metrics, outperforming all other partners which included social, content sponsorships, display, and pre-roll. Nativo drove 16% lift in favorability and the following metrics shown to the right. +15% Aided Awareness +9% Unaided Awareness +15% Intent To Recommend +13% Intent To Use “ ”
- 8. Content at Every Stage Fixes the Funnel ACTION ENGAGE AWARENESS NATIVE DISPLAY • Conversion TAG • Remarketing TAG TRUE NATIVE NATIVE VIDEO
- 9. RETARGET WITH CONTENT RETARGET WITH ANY PARTNER Tying it Together: Connecting Content with Conversion TAG ANALYZE & SEGMENT ENGAGE CONVERT
- 10. CASE STUDY: TRAV EL Content Builds Valuable Audiences RE- ENGAGE ACTION $1Spent For Every True Native Audience Brand Audience ENGAGE Brand Audience $20.00 ROAS True Native Audience $20.67 ROAS
- 11. ALL NAMES TRADEMARKS, LOGOS, AND ICONS IN THIS MATERIAL ARE REGISTERED TRADEMARKS AND ARE USED TO IDENTIFY PRODUCTS AND SERVICES OF THEIR RESPECTIVE OWNERS. ADVERTISING@NATIVO.COM | NATIVO.COM | @NATIVOPLATFORM LOS ANGELES | NEW YORK | CHICAGO | SAN FRANCISCO | LONDON 862.251.2640 mcrowley@nativo.com Mike Crowley
Notas del editor
- KEY POINTS: Introduce Yourself Understand Client Goals Ask questions about their experience with branded content and native to date. Find out how they measure success and what they’re looking to achieve. --------------------------- SAMPLE SCRIPT: [Introduce yourself] Hello, I’m excited to talk to you about native advertising and get a better understanding of your brand initiatives. [CLICK]
- KEY POINTS: Original Sponsored Content has always been True Native: Branded content published on a publisher’s site This is the definition of True Native
- KEY POINTS: Native is divided into 2 camps: True Native and Native Display True Native is the evolution of sponsored content Native Display is the evolution of display ads
- KEY POINTS: True Native is meant to create consumer intent, preserve user experience, and it works. Native Display is designed for consumer action, disrupts user experience and takes users away from the publisher’s site. --------------------------- SAMPLE SCRIPT: And these executions serve distinct purposes. [CLICK] One is to create intent vs capture existing intent [CLICK] True native behaves like content- when you click on it, you stay on the publisher's site to consume content whereas native display behaves like an ad- you click on it and you go to a publisher’s site. [CLICK] And because true native is a content experience, it’s ideal for driving deep engagement And that’s evidenced by low bounce rates and high engagement times compared to native display [CLICK]
- KEY POINTS: When compared to branded content on a brand’s site, branded content on a publisher’s site increases purchase intent by 3 fold IPG Media Labs / Forbes 2016 Research Study
- ADVERTISER GOAL An original player and industry leader among employment websites, Monster Worldwide wanted to energize their stale brand perception, drive top-of- mind awareness and regain market share with new job seeker accounts. NATIVO STRATEGY Monster Worldwide leveraged Nativo’s True Native execution which features an on-site Content Landing Page. To help shift brand perception, Nativo targeted millennials who did not grow up with the brand and are actively looking for new jobs. RESULTS Nativo outperformed all other partners which included social, content sponsorships, display, and pre-roll, driving significant lifts in key metrics including 16% lift in favorability and +15% aided awareness +9% unaided awareness +15% intent to recommend +13% intent to use
- KEY POINTS: Content has its challenges: (1) Tough to execute (2) Difficult to scale (3) Hard to measure --------------------------- SAMPLE SCRIPT: [CLICK] In fact, Nativo has found a way to make this easy and effective. Restoring and reinforcing your marketing efforts to increase your customer base. [CLICK]
- KEY POINTS: Connect content to conversion Branded content can expand your audience Boost your first party data with engaged consumers Retarget engaged consumers that convert 2X more effectively
- KEY POINTS: Connect content to conversion Branded content can expand your audience Boost your first party data with engaged consumers Retarget engaged consumers that convert 2X more effectively --------------------------- SAMPLE SCRIPT: Complete the full journey and boost your first party data. [CLICK] Find engaged users who invested time with your brand Tag these users and retarget with branded content to continue to coax them along the path to conversion with sequential messaging or additional branded content. [CLICK] We’ve seen that retargeting users who have spent time with your branded content are 2.5x more likely to convert. This is proof that those 90s of time spent with branded content is an effective way to qualify leads and to help you exceed your brand health goals such as recall, favorability and purchase intent. You can also effectively retarget them with other digital media providers as well. [CLICK]