The Art Of Native Advertising & Why You’re Doing It All Wrong

The Art Of Native Advertising & Why You’re Doing It All Wrong
SHARE
THIS



“Brands should leave content creation to the experts, i.e. the publishers”, says Julia Whiting.

Of course, she would say that as the APAC Regional Advertising Director at The NY Times who run its very own independent agency within the publication known as T Brand Studio.

17070d8-e1449010359875

The paper has been well known for pushing the boundaries in native advertising and it’s easy to see why as Whiting explained that they had hired Emmy winning videographers as well as having well-respected investigative journalists at their disposal.

As the last keynote at Ad:Tech Australia currently underway in Sydney, Whiting echoed YouTube’s Kathryn Friedrick from the beginning of the day stating that the proliferation of new digital media platforms and consumers increasing adversity to being interrupted by marketing messages means that brands have to think differently.

There is certainly no shortage of statistics to back this up with a 2015 Ad Blocking Report by PageFair and Adobe reporting global ad blocking growth by increased by 41 per cent over the previous 12 months.

The NY Times ad Director told B&T: “Content is now mandatory for businesses”. And with spend on content marketing projected to double by 2020 bringing the global spend to US $313 billion, it would seem that businesses agree.

Whiting pointed out that “social media doesn’t sleep” which means brands are becoming similar to newsrooms and need to develop a publishing agenda to enable growth.

So we get it. Content marketing is the answer. Whiting tells us why.

  • It generates engagement – good content can excite, connect and pique the interest of your consumers and they will share it with their networks.
  • It builds your brand – content is a great way to tell your story and can alter perceptions.
  • It adds to your customers’ experience by building loyalty, affection and connects emotionally.

Whiting tells us that native advertising is just one piece of the content marketing puzzle and allows brands to reach unique audiences beyond their owned channels.

Native Advertising – How to cut through the clutter

To excel in native advertising, Whiting provided five rules to follow:

(i)              Give something of value

Don’t place a brand or product at the core of the content. Evidence shows that consumers aren’t dumb and can tell when a brand is trying to sell. Whiting quotes senior VP at The NY Times Michael Zimbalist who said: “Great stories can come from anywhere… and that certainly includes brands”. But make sure your content entertains, informs, educates or adds utility to your audience.

(ii)            Tell an authentic story.

See above point – consumers aren’t dumb.

(iii)           Produce quality content.

Relinquish creative control and trust the experts (read publishers). This one may be slightly biased but the example given was the native campaign for US TV series Orange is the New Black. The goal was to maintain interest and loyalty between seasons and T Brand Studio sent investigative journalists into prison to uncover some beautiful stories. The result was a multimedia documentary that was widely talked about and shared but remained commercially driven.

(iv)           Pick the right environment.

Work with publishers who align with your brand values and have a large reach with your target audience. Content should be tailored to each channel and look and feel like all surrounding stories.

(v)             Make it personal.

Use data to define who your target audience is. Use data to identify the context which is important to that audience. Use data to find the audience across the digital ecosystem to ensure sure your content is personal and relevant.

 

 

 

 

Please login with linkedin to comment

Latest News

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]