Transcript Document

• Native Advertising
https://store.theartofservice.com/the-native-advertising-toolkit.html
Out-of-home advertising - Overview
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Finally, alternative advertising includes ads
in stadiums, on gas pumps, bike racks,
rest areas, lunch trucks, and other nontraditional formats. Alternative advertising
provides a way to address consumers in
places they may not expect.
https://store.theartofservice.com/the-native-advertising-toolkit.html
Native advertising
'Native advertising' is an online
advertising method in which the
advertiser attempts to gain attention by
providing content in the context of the
user's experience. Native ad formats
match both the form and the function of
the user experience in which it is placed.
The advertiser's intent is to make the
paid advertising feel less intrusive and
thus increase the likelihood users will
click on it.
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https://store.theartofservice.com/the-native-advertising-toolkit.html
Native advertising - Forms
One form of native advertising,
publisher-produced brand content, is
similar in concept to a traditional
advertorial, which is a paid placement
attempting to look like an article. A
native ad tends to be more obviously
an ad than most advertorials.
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https://store.theartofservice.com/the-native-advertising-toolkit.html
Native advertising - Forms
Content marketing is another form of
native advertising, placing sponsor-funded
content alongside editorial content or
showing other content you might be
interested in which is sponsored by a
marketer alongside editorial
recommendations.
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https://store.theartofservice.com/the-native-advertising-toolkit.html
Native advertising - Platforms
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. Large
publishers, such as Washington Post,
have recently started introducing their own
native advertising formats.
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https://store.theartofservice.com/the-native-advertising-toolkit.html
Native advertising - Examples
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Advertorial in printed media demonstrate
native advertising where bloggers are
established as credible authorities but in
fact are recommending brands they are
paid to recommend and by definition are
conflicted.
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Native advertising - Examples
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More subtle forms of native advertising 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.
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StumbleUpon - Advertising
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[http://internet.itbusinessnet.com/article/St
umbleUpon-Expands-National-SalesTeam-to-Meet-Native-Advertising-andContent-Marketing-Demand-3070700
StumbleUpon Expands National Sales
Team to Meet Native Advertising and
Content Marketing Demand].
Internet.itbusinessnet.com (2014-02-19).
Retrieved on 2014-04-19.
https://store.theartofservice.com/the-native-advertising-toolkit.html
Fail whale - Growth
On June 4, 2014, Twitter announced
that it will acquire Namo Media, a
technology firm specializing in native
advertising for mobile devices.
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https://store.theartofservice.com/the-native-advertising-toolkit.html
Media planner - Factors to consider when comparing various advertising
media
Reach (advertising)|Reach and
frequency are important aspects of an
advertising plan and are used to
analyze alternative advertising
schedules to determine which produce
the best results relative to the media
plan's objectives.
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https://store.theartofservice.com/the-native-advertising-toolkit.html
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