Post by Dan Malachowski, Marketing Director THE NATIVE OPPORTUNITY Seventy percent of people want to learn about products/services through content, rather than ads (Inc. 2014). Most brands understand this, and they’ve increased their efforts in Content Marketing in recent years. According to Econsultancy, Content Marketing was the number one growth focus for companies in 2014, with 74 percent of brands boosting Content Marketing budget year-over-year. In fact, Content Marketing is now estimated to be a $135 billion global opportunity, with 27 million pieces of content shared online each day (WebDAM Solutions, NewsCred 2014). So this begs the question: How can my brand stand out amongst all this clutter to engage a relevant, content-hungry audience across today’s fragmented digital discovery and purchase path? At Performics, our Performance Content team creates and optimizes content for visibility in search, social and content networks. Achieving visibility for content—for example, in organic search—often requires a longer-term vision and strategy. But, in the shorter-term, native advertising is often a great way to quickly distribute fresh performance content and gain visibility in front of the right audience, at the right time, for the right price. Native advertising is thus performance media that is fueled by performance content. Native advertising is poised to explode in 2015. To illustrate, U.S. native ad spend is expected to grow 34.4 percent to $4.3 billion in 2015, according to eMarketer. The majority of this spend will be focused on social and native-style display: BEST PRACTICES for BRANDS Native advertising gives performance marketers the opportunity to extend content reach and attract new customers beyond traditional performance channels like paid search, the Google Display Network (GDN), ad exchanges or retargeting. But native advertising success depends upon a number of factors:
HOW to ACTIVATE & SUCCESS STORIES Native advertising publishers and distribution partners are continually growing; and what constitutes the “native” format is often loosely defined—Buzzfeed, Conde Nast, Facebook, Yahoo!/Tumblr, Outbrain, etc. Native ads can be targeted to large-scale audiences and command premium-rate pricing (e.g. Forbes reported in 2013 that Buzzfeed was charging $92,300 per native ad campaign): Or, native ads can engage custom audiences and operate via a CPM or cost-per-click (CPC) model. The CPC opportunities—coupled with precise targeting options—often align closest to performance marketing campaigns. Below, we illustrate a few of these performance-based native opportunities: Yahoo!/Tumblr Native Ads
WHAT’S NEXT for NATIVE The native advertising space is quickly growing (and becoming more muddled). We expect new native opportunities on the horizon from networks like Microsoft. Many native opportunities align closely with performance marketing campaigns—in terms of pricing, bidding and targeting—and all brands should consider native as an additional channel to distribute performance content. For more information on Native Advertising best practices and opportunities, please contact your Performics Account Team today.