Transcript Content marketing

Digital Destination
Storytelling
What’s Hot with
Native Advertising
& Content Marketing
Definition of Native Advertising
+ Paid content marketing placed in context of existing
user experience
+ Integrate ads more fully into the digital content
experience.
+ Match a look and feel of a publisher
+ Ads interwoven into content
+ Integration into the design of the publisher’s site and
[an ad that] lives on the same domain.
+ Seamlessly fit into the natural flow of the publication
or outlet on which it is served.
+ Paid ads that are so cohesive with the page
content, assimilated into the design, and consistent
with the platform behavior that the viewer simply feels that
they belong.
To Simplify…………….
Native Advertising ……
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Ads interwoven into content
Matching look and feel of a site
Provide some value or entertainment to the user
Seem like they belong
Native has many flavors
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Editorial
Featured content
Photos
Videos
Email
Social – Facebook and Twitter
Sponsored search listings
Infographics
Interactive Advertising Bureau
Photo credit: flickriver
Why Native?
When users stop engaging with ads, the
advertising community has to get clever
…..thus Native
Why Native?
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50% of Display Ads are NOT viewable!
Display has become stagnant, ignored and sometimes obtrusive.
Why? Because of Programmatic (automated) buying. Hand-picked
sites have a higher CTR.
Photo credit: ziprealty
Users Prefer Content
Content marketing is
the marketing and
business process for
creating and
distributing relevant
and
valuable content to
attract, acquire, and
engage a
clearly defined and
understood target
audience – with the
objective of driving
profitable customer
action.
Inc.com
70%
of users prefer to learn
about products through
content marketing vs.
traditional ads
Content Marketing
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Social
Videos
Email
Articles
Blogs
Photos
Infographics
Podcasts
Native Types
Content
Recommendations
If you like this…
Sponsored
Native Types
Content
Recommendations
If you like this…
Sponsored
Native Types
In Feed
In Feed or In Stream ads fit into
the natural flow of content
Sponsored
Native Types
Custom
New York Times + Netflix
Created amazing piece of
content about Women in
the Prison System in
partnership with Netflix
original series Orange is
the New Black.
Very subtle approach to
advertise Netflix and
Orange is the New Black.
Native Types
Custom
Custom Native
Travel Editorial
Ability to Weave
Your
“Story Telling”
Into the
Flow of Travel Content
Custom Native
Travel Editorial
Native’s Future
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Native will grow 46% by
2017 while Display and
Search will be stagnant
$1.63 B
(2012)
Native will grow
60% faster than
Display
$6B
(2015)
Business Intelligence & Pulsepoint/Digiday
Native is Booming
Native Over Display Ads
53%
“Don’t distract me,
give me something
interesting.”
Think of all the things
we share with our
friends on social
media.
Sharethrough Native Advertising Effectiveness Study
Higher Awareness
32%
Would Share Content
18%
Brand Lift &
Purchase Intent
Mobile Trends
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Can’t talk about Native
without mentioning Mobile
– Native ads work well on
smaller screens
– 97% clients happy with
mobile native branding
Source: All Eyes on Native Advertising, eMarketer 2013
DMO Native Ad Success Stories
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Tourism Whistler - 16% bump in purchase intent
Travel Nevada - 77% more likely to think outdoors
Yahoo & BuzzFeed
Content Marketing # 1 Trend
Who Wears the Pants?
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Content is King but Distribution is the Queen
Content is NOT King if it’s not distributed properly
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Play BOTH Defense and Offense
Must play off of each other
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PR must work hand in hand
with
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Paid content placements
Destination Storytelling
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DMOs are storytellers
You know your Destination better than anyone
Content marketing and Native are a perfect fit
Attractions Need More Love
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Hotels generate bed tax revenue
Most travelers don’t visit your Destination for your
hotels
60% of Millennials spend on experiences vs. items
Photo credit: rockhall.com & Minitime.com MMGY Millennial stat
Events = Original Exclusive Content
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Local events are perfect for Content Marketing
Short videos & Social Media
Content Sources
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Curate from your local partners
Produce your own professional grade
Leverage user generated
Produce your own semi-pro grade
All of these above = Successful Story Telling
Successful Story Telling = More Visitor’s
Thank You !