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Sunday, November 8, 2015

Native Advertising Is Not Content Marketing

When you see the phrase “native advertising,” what do you think? Do you think of content marketing?

Well, a lot of people do … so much so, that I felt compelled to write an article about it. 
<br />
<br />
Before I go through the differences, let me explain why it’s essential to make the distinction. The words we use are important. From the moment I started in this industry over 15 years ago, everyone used different terms – customer media, branded content (please don’t!), custom publishing, custom content.<br />
<br />
The good news is that most people today call it content marketing. As I mentioned in a CMI newsletter last year, it’s key that we have moved on from defining content marketing to spending time figuring out how to do it:

Yes, I am personally vested in the term content marketing, but the important thing is that we have universal agreement on whatever term we, as an industry, have collectively decided to use. Now that we have this, we can continue to build our industry, warts and all, together.<br />
<br />
 For those same reasons it’s important to understand how other industry terms are related to content marketing. A few years ago, the term native advertising caught on (more on its meaning in a second). Too many marketers and agency executives erroneously use content marketing and native advertising interchangeably.<br />
<br />
When that happens, our industry takes a step backward, as native advertising is simply one way marketers can distribute content.

The point is that using the correct terminology is important. To me, to you, to the industry. If we can’t speak the language fluently, how can we expect others to understand content marketing or respect us as content marketers?<br />
<br />
 This is content marketing

Content marketing is a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action by changing or enhancing consumer behavior.

Content marketing is an ongoing process that is best integrated into an overall marketing strategy. It focuses on owning media, not renting it.

In content marketing, the brand owns the media. It’s an asset.<br />
<br />
 RECOMMENDED FOR YOU:<br />
How Marketers Are Shifting to Owned Media to Drive Impact
This is native advertising

I’ve written a thorough overview of native advertising on LinkedIn, but let’s look at one example.

For most situations, longer-form native advertising (I’m not talking about Google or Twitter ads) is:<br />
<br />
 A directly paid opportunity – Native advertising is “pay to play.” Brands pay for the placement of content on platforms outside of their own media.
Usually information based – The content is useful, interesting, and highly targeted to a specific audience. In all likelihood, it’s not a traditional advertisement directly promoting the company’s product or service.
This is where native advertising looks a bit like content marketing. The information is usually highly targeted (hopefully) and positioned as valuable. But again, in native advertising, you are renting someone else’s content distribution platform (just like advertising), except that you aren’t pimping a product or service. 
<br />
<br />
Delivered in stream. The user experience is not disrupted with native advertising because it is delivered in a way that does not impede the user’s normal behavior in that particular channel.
Brands want their native advertising to look as similar as possible to the third-party site’s content. Though the media company wants that too (because it’s easier to sell that way), it also has to put out a multitude of warning labels around the content to make sure the paid placement is 100% transparent.

To summarize, native advertising doesn’t disrupt the user experience and offers helpful information in a format similar to the other content on the site so users engage with it more than they would with, say, a banner ad. (This is good for advertisers, and if the content is truly useful, good for consumers.) In very simple terms, native advertising is one way content marketers can distribute their content. 
<br />
<br />
RECOMMENDED FOR YOU:<br />
<br />
This Week in Content Marketing: The Key to Stop Native Advertising? Embrace It
A quick review

If you pay for placement, it’s advertising.

If you pay for placement of valuable, relevant content in a format similar to the third-party site, it’s native advertising.

If you don’t pay for placement, the content is not advertising.

If that content is valuable and relevant, designed to attract a clearly defined audience, and posted on your own or other unpaid platform, it’s content marketing. Now, this doesn’t mean you shouldn’t pay to promote your content as part of your content marketing strategy. If you don’t have an audience that is subscribed to receive your content, you should look into paid media as a way to reach a targeted audience.

The next time someone uses content marketing or native advertising in the wrong scenario, please correct the person. Help us all speak the same language and be part of positive change for the world.<br />
<br />
Source: Contentmarketinginstitue.com

Native Advertising Is Not Content Marketing

When you see the phrase “native advertising,” what do you think? Do you think of content marketing? Well, a lot of people do … so much so, ...

Second-Screen Searches: Crucial Moments for Brands

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               <b><i>  Forget the remote; smartphones are becoming the essential TV-watching companion.
                People are using their second screens to search for info about what they're
                watching—commercials included. These 'I-want-to-know' moments are a chance for
                brands to be present, relevant, and to gain insights.
              </i></b></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUfQqY5a5ctyal-38uvvVPjpLxxBIuGIujJSp-uGrVkxMsbqX0juzb0pKtV9RRn16-sKTrBexHNZh6h0jY51o06brT4feE6ccQ2jq7ZVvmCbkobejzrD5QuLPQFIRSqUGQuMMVlYRbzB0/s1600/second-screen-searches-cruc.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="180" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhUfQqY5a5ctyal-38uvvVPjpLxxBIuGIujJSp-uGrVkxMsbqX0juzb0pKtV9RRn16-sKTrBexHNZh6h0jY51o06brT4feE6ccQ2jq7ZVvmCbkobejzrD5QuLPQFIRSqUGQuMMVlYRbzB0/s320/second-screen-searches-cruc.jpg" width="320" /></a></div>
<dt><br /></dt>
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<h4 class="callout-title">
<span style="font-weight: normal;">The Seattle Seahawks were two yards and 25 seconds away from upsetting the mighty
                New England Patriots in Super Bowl XLIX when an undrafted rookie intercepted the
                ball on the goal line. Fans cheered (or groaned) and in unison asked, "Wait, who
                <em>is</em> that guy?" Well, to be more accurate, they pulled out their phones and
                searched "#21 on Patriots." Malcolm Butler's last-minute interception created one
                of the largest search spikes during the game; and now we all know his name.</span></h4>
</div>
</div>
These <a href="https://www.thinkwithgoogle.com/micromoments/" target="_blank" title="Micro-Moments | Think with Google">micro-moments</a>, when people search Google to
                get answers, happen constantly, even while people are watching TV. Second-screen
                search moments can serve as a barometer for what people think, what they're curious
                about, and what they want to explore while they're watching TV.
              <br />
American adults watch over <a href="http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2015-reports/total-audience-report-q1-2015.pdf" target="_blank" title="The Total Audience Report Q1 2015 | Nielsen">five hours of
                TV per day</a>, according to Nielsen, and they're not doing it with their eyes
                glued to the tube. <a href="http://www.nielsen.com/us/en/insights/news/2014/whats-empowering-the-new-digital-consumer.html" target="_blank" title="What's Empowering the New Digital Consumer">Eighty-four
                percent</a> of smartphone and tablet owners use their devices as a second screen
                while they watch: 12% of them are reading discussions about TV shows on social
                media, <strong>and more than double that</strong>, 29%, are searching for
                show-related information.
              <br />
Second-screen searchers present a huge opportunity for marketers. These people
                aren't passively following a conversation; they're leaning forward—looking for more
                information, learning, and taking action.
              <br />
As we congratulate the <a href="https://www.google.com/trends/story/US_cu_hDfikk4BAAAoJM_en" target="_blank" title="The Emmy Awards | Google Trends">Emmy winners</a> (who wasn't excited to see
                Jon Hamm finally win for "Mad Men?") and gear up for fall TV, we took a look back
                at search patterns from this past year to see what kinds of TV moments drove
                searches and what brands can learn from them.
              <br />
<blockquote style="color: #26c6da;">
More than twice as many second screeners are searching for show-related info as are
                reading about it on social media.
              </blockquote>
<h2>
                Reach second screeners with real-time campaigns
              </h2>
Marketers can create compelling campaigns by amplifying and adding value to what
                people are interested in when they turn to their second screens. TV viewers often
                want to know more about what they're watching, and brands can capture their
                interest in these moments of curiosity.
              <br />
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Related Story</h4>
<h5 class="callout-title">
Real-Time Marketing at the Oscars: Backstage With Google Play</h5>
<div class="callout-link secondary-text">
<a href="https://www.thinkwithgoogle.com/articles/real-time-marketing-oscars-google-play.html">Read story</a></div>
</div>
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Leading up to last year's <a href="https://www.thinkwithgoogle.com/articles/how-marketers-can-win-the-oscars.html" target="_blank" title="How Marketer's Can Win the Oscars | Think with Google">Oscars</a>, the Google Play
                team looked at search behavior from previous award shows and found that searches
                for winning movies in each category peaked instantly, with heightened search
                interest lasting 15 minutes after the win. With that in mind, <a href="https://www.thinkwithgoogle.com/articles/real-time-marketing-oscars-google-play.html" target="_blank" title="Real-Time Marketing at the Oscars: Backstage With Google Play | Think with Google">
                Google Play served dynamic, real-time ads</a> congratulating each winner as the
                award was announced, right in the moment of highest interest. Using second-screen
                search insights as a starting point, the campaign saw a 19% increase in
                click-through rates for the real-time ads versus control ads.
              </div>
</div>
Think about how your brand can connect in real time. Spend some time in <a href="http://www.google.com/trends" target="_blank" title="Google Trends | Google">Google Trends</a> to learn what meaningful TV moments your
                brand can leverage to connect with searchers.
              <br />
<h2>
                Team up TV and digital marketing efforts
              </h2>
People don't just search for info about the TV shows they're watching. Commercials
                can also drive large search spikes. During the Super Bowl, Squarespace's "Jeff
                Bridges Sleeping Tapes" campaign drove the biggest ad-related search spike. The
                <a href="https://www.youtube.com/watch?v=BKIlfLReHyo" target="_blank" title="Squarespace Super Bowl 2015: Om - DreamingWithJeff.com | YouTube">mysterious TV
                ad</a> didn't include details about the product, but it did display a URL at the
                end, providing a subtle call to action for intrigued viewers. Interestingly,
                although the TV ad displayed the URL, <a href="http://www.dreamingwithjeff.com/" target="_blank" title="Dreaming with Jeff | Dreaming with Jeff">www.dreamingwithjeff.com</a>, thousands
                of viewers typed "Dreaming with Jeff" directly into their search bars.
              <br />
Two-thirds of smartphone owners say they turn to their phones to learn more about
                something they saw in a TV commercial.<sup>1</sup> An effective TV ad can stimulate
                dozens of micro-moments, where your potential customer is looking for more: product
                specs, prices, details, or reviews. These mobile moments are great opportunities
                for brands to provide an engaging experience. Here are some best practices to
                consider:
              <br />
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1. Be there or be square. Ensure you have a digital presence when your television
                ads are running, especially on mobile. Don't miss the chance to capitalize on the
                demand your ads create.
              </div>
<div class="c4">
2. Don't count out those category terms. People are often just as likely to search
                for a product/general category term as they are to search for your brand. If you
                aren't there on category terms, you might be driving demand to your competition.
              </div>
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3. Make it easy for consumers when they reach out to learn more. Align your ad copy
                and landing page with your television creative. This makes it easier for them to
                choose your ad, and get to the information they're looking for quickly.
              </div>
Without a strong digital presence, your brand could be missing out on connecting
                with potential customers, right at the moment their interest is piqued.
              <br />
<blockquote style="color: #26c6da;">
Two-thirds of smartphone owners use their phones to learn more about something they
                saw in a TV commercial.
              </blockquote>
<h2>
                Use second-screen data to gauge TV performance
              </h2>
<div class="full-width callout-panel">
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Related Story</h4>
<h5 class="callout-title">
4 New Moments Every Marketer Should Know</h5>
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<a href="https://www.thinkwithgoogle.com/infographics/4-new-moments-every-marketer-should-know.html">Read story</a></div>
</div>
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Search traffic can also provide insight into the effectiveness of your TV ads.
                Nest, a Google Inc. company dedicated to reinventing home products, recently worked
                with <a href="http://www.adometry.com/tv-attribution" target="_blank" title="TV Attribution | Adometry by Google">Adometry</a> (part of Google Analytics) to
                uncover how consumers respond online when Nest ads air on TV. The team found that
                ads drove immediate and dramatic increases in searches, especially on mobile. They
                were also able to determine which ads and programs performed the best.
              </div>
</div>
<br />
By measuring search traffic against different time slots/programs and creative
                executions, Nest could optimize its media buy and air its best-performing ads at
                times proven to drive search lift. Gauging search activity has allowed Nest to
                identify the influence its ads have on second-screen behavior and take a lot of the
                guesswork out of its TV media buying.           <br />
<br />
Source: <a href="https://www.thinkwithgoogle.com/articles/second-screen-searches-crucial-i-want-to-know-moments-for-brands.html" target="_blank">Thinkwithgoogle  </a>

Second-Screen Searches: Crucial Moments for Brands

Forget the remote; smartphones are becoming the essential TV-watching companion. People are using their s...

Content Marketing

Content Marketing

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Sunday, November 8, 2015

Native Advertising Is Not Content Marketing

Second-Screen Searches: Crucial Moments for Brands

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