native advertising native advertising native advertising native advertising native advertising native advertising native advertising native

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3 Who Cares? the native ad trend is just getting started. Native has gone from being a question mark among publishers to now, where it s just a matter of time, and timing. Nativo CEO Justin Choi

4 What is Hi Mom! Native Advertising?

5 Official Definition Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.

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7 Other Examples of

8 Formats for include promoted videos, images, articles, music and other media.

9 do you have a problem with that? The advertiser's intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will read or click on it.

10 Well, Did Consumers hood-winked by ads posing as editorial content. Content is not prominent or clear enough. FTC ruling in 1968, said sponsored content must clearly and conspicuously disclose that it is an advertisement. FTC Guidelines on Testimonials and Endorsements make clear that when a blog or editorial content includes endorsements -- particularly in a context where consumers would not expect a connection between the blogger or writer and the advertiser -- then the blogger and the advertiser are obligated to disclose that connection.

11 The introduction of native ads comes as the Times' has watched its digital advertising revenue slow. Digital ad revenue at the Times fell 3% in the third quarter, a sharper decrease than print ad revenue, which declined 2%. The Times is also developing "more scalable" solutions around programmatic buying and the company is staffing up its ad sales department to transition from "farming to hunting. "We've got an ad department that has performed brilliantly well both in print and digital, often on both platforms facing considerable secular headwinds," Mr. Thompson said. "But what we're trying to do is firstly, find new talent to further strengthen the ad department." That search includes people skilled in both digital and traditional advertising as well as ad tech, he added.

12 Full Native Advertising Platform includes 1) discoverability for marketers' content and stories on our site in a manner that is consistent with how other editorial stories are discovered on our site fully and transparently labeled as coming from a marketer; 2) a new set of storytelling tools and continuously scrolling multimedia storytelling pages that can be used by marketers; 3) a real-time engine so marketers can understand what's going on on our site and what actually matters in the news at that moment and a set of social amplification dashboards so marketers can understand how that content travels out across the social web so that we and the marketers can optimize with it; and, 4) also a full content studio bringing in storytelling talent of our own that sits separate -- entirely separate -- from our newsroom and works on the commercial side of that organization to help ensure that the stories being told on the Times -- just like that Putin story, just like a story by Maureen Dowd or Tom Friedman tells -- is of the highest quality possible. There s no in principle reason why giving advertisers an opportunity to get long and sophisticated messages to users can t happen in the context of The New York Times. Mark Thompson, CEO of The New York Times

13 February 13, 2014 Today it announced the first client, Unilever, of its Guardian Labs, its 133-person in-house branded content unit. For the year-long, seven-figure campaign starting in March, the Guardian will create content to help connect Unilever with sustainability issues. Unilever has been at the forefront of creating campaigns that engage with consumers, and with this campaign, readers will be encouraged to contribute their own videos and comments. The idea is that engagement is a more effective way to measure an ad than simple views. It s about creating dialogue. Those metrics are more authentic other than the fact you looked at an ad. David Pemsel, deputy CEO of Guardian News Media

14 NATIVE Online AD Platforms 2 TYPES Closed platforms are brands creating profiles and/or content within a platform, then promoting that content within the confines of that same closed platform. Examples include Promoted Tweets on Twitter, Sponsored Stories on Facebook and TrueView Video Ads on YouTube. Open platforms are defined by promoting the same piece of branded content across multiple platforms within native ad formats. Unlike closed platforms, the branded content asset lives outside the platform. For example, Adyoulike, AdsNative, Sharethrough and Nativo are open native advertising platforms, which allow brands to include the same content in native ad placements on multiple publishers.

15 NATIVE ONLINE AD TYPES 1) In-feed Ads 2) Recommended Content Widgets 3) Search and Promoted Listings

16 In-feed Ads A number of industry leading publishers, including PEOPLE, Serious Eats and Forbes, are already using the Sharethrough mobile platform to power native ads on their mobile websites. At Pepsi, we strongly believe in creating advertising that is genuinely entertaining and promoting our content through ways that are respectful to our audience. Sharethrough s mobile platform will help Pepsi reach audiences in a way that upholds our values of engagement and compelling advertising experiences. Josh Nafman, Sr. Digital Brand Manager, Pepsi. Types of Native Ad Integration

17 In-feed Ads Forbes uses in-feed mobile native ads Types of Native Ad Integration

18 In-feed Ads In April 2013, Yahoo began placing ads, called Yahoo Stream Ads, within its the content stream on its desktop, tablet and mobile home pages. Types of Native Ad Integration

19 In-feed Ads Types of Native Ad Integration

20 In-feed Ads On Linkedin More than 20 brands including Shell, American Express and Intuit have piloted Sponsored Updates paying to market their posts in users' feeds. Types of Native Ad Integration

21 Recommended Content Widgets Outbrain drives discovery of article and video content through personalized recommenda-tions that appear in the footer of online article pages. Types of Native Ad Integration

22 Recommended Content Widgets Gravity drives discovery of article and video content through personalized recommendations that appear in the footer of online article pages. Types of Native Ad Integration

23 Recommended Content Widgets Taboola drives discovery of article and video content through personalized recommendations that appear in the footer of online article pages. Types of Native Ad Integration

24 Search & Promoted Listings Recommended Content Widgets Taboola drives discovery of article and video content through personalized recommendations that appear in the footer of online article pages. Types of Native Ad Integration

25 Search & Promoted Listings On foursquare - Promoted Updates enables businesses to send promoted content to users. These updates appear at the top in a prominent position in the "Explore" tab in Foursquare. Types of Native Ad Integration

26 Custom Pandora creates branded radio stations. For example, it has more than 100 branded stations where advertisers attach their brand to songs that fit a particular theme. Pandora worked with Gatorade to create three workout stations warmup, workout, cool down all associated with the sports drink s G series. Types of Native Ad Integration

27 Custom Slideshare Content Ads are display units that run throughout Linkedin along the right rail adjacent to users activity streams. Types of Native Ad Integration

28 Mobile Ad Servers

29 Mobile Ad Servers sharethrough

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32 Mobile Ad Servers

33 Why Do We Care? Because is where the digital future is for newspapers both in revenue and employment opportunities. According to emarketer, mobile ad spending is expected to double to $9.6 billion this year and skyrocket to $35.6 billion by Because we have a close relationship with the nation s number one content providers newspapers. Because advertisers will want us to bring some ideas that will increase audience engagement and demonstrate ROI. Demand for digital marketing professionals will rise 38% from 2013 to 2014, reported Mondo, a technology and digital marketing resourcing provider. Mondo also predicts that up to 50% of all marketing hires in 2014 will have a technical background, a marked change from the skill sets of traditional marketing professionals and a significant increase from 2013.ers' mobile device usage.

34 People read what they want to read, and sometimes it s an ad. Howard Luck Gossage, Advertising Pioneer, 1969

35 Examples Advertorial in printed media demonstrate where bloggers are established as credible authorities but in fact are recommending brands they are paid to recommend and by definition are conflicted. More subtle forms of with less of an ethical backlash began emerging on Facebook in 2012 and 2013 where brands captured photos or videos of guests and overlaid a logo or brand message and then posted to either the guest's own Facebook page or the brand's corporate page on Facebook. For example, ads for the premiere of The Hobbit: An Unexpected Journey consisted of photographs of VIPs with a Hobbit logo at the bottom. [8] Twitter's base advertising product MoPub, acquired in September 2013, creates native ads within the Twitter stream such that posts from brands fit into the context around the rest of the user's Twitter updates. MoPub has been very successful in generating not only click-through to websites (lead generation) but even so far as direct sale of gaming applications. [9]

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39 Get Your Natives Here!