Unlocking the potential of Native Advertising

Unlocking the true potential of Native Advertising

We recently asked our speakers about their views on the following issues:

What do you think are the true driving force and potential of native ads?

Visnu Mohan, CEO, Havas Media Group Asia Pacific

Native advertising is almost like product placement reborn. It offers greater contextual engagement and hence greater brand engagement than normal advertising. For media owners it means increased revenue creation opportunities.

Keith Hernandez, VP of Global Advertising, Buzzfeed

We are just at the beginning of native. Think back to the early days of radio, where the brand spots were simply reading of old billboard. Then to TV…where it was a radio spot on camera. Display is more or less a digital print ad. We have embarked on something new, original and finally natural to the experience of the internet. The driving force is the audience and what they care about, respond well to. If they enjoy it and get value out of it, the potential is limitless. 

What are the key ingredients for a successful native ad product?

Visnu Mohan, CEO, Havas Media Group Asia Pacific

Flawlessly authentic and truly relevant

Keith Hernandez, VP of Global Advertising, Buzzfeed

The key ingredient is being true to your platform. Google search is a native ad product at its essence: humans searching for an answer. If a brands page is the most pertinent, you as an advertiser have actually added value. Native is not an intrusive experience, it’s inclusive. It’s integral that native leaves you with more, whether that be the key piece of information or an entertaining story, it needs to be what you were seeking at the time. 

Are native ads better for the bigger brands only?

Visnu Mohan, CEO, Havas Media Group Asia Pacific

There is no such thing as a better advertising platform for big brands. If you are using a native ad to grow the category or change category perception, then category leaders will see the greatest benefit from them. They could be used however for ‘new’ brands with a new usage occasion – something that you want to create a change in behaviour without the brand ‘getting in the way’.

Keith Hernandez, VP of Global Advertising, Buzzfeed

No, it can be done right for all brands; they just need to find the right platform for their message. We all don’t talk the same on Twitter or Tumblr as we do on our LinkedIn profile (at least I hope we don’t!) so brands need to tailor their message accordingly. There are avenues for all brands; key is to find the right now. 

How to implement native ad effectively in the short term?

Keith Hernandez, VP of Global Advertising, Buzzfeed

Be human. Ask yourself: If I wasn’t being paid to work on this, would I share it? If not, quit. Native is not a place where forced messages succeed. 

Who will lead in Native Advertising?

Brands and the Newsroom, Publishers and Journalists, PR & Ad Agencies – Who will lead the way?

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Get the real insights and strategic understanding on Value Creation, Content Strategy, Feed & Distribution, Editorial vs. Advertising Control, and Native Ad Publishing:

– CONTENT STRATEGY: Native Ads will depend a lot on human factors (Editorial control for quality and output) while driving it to scale. How best can the Brand Newsroom produce quality content and bring it to scale, much like the newspapers and digital news do it and ensuring the content is as high in quality to editorial & publishing, journalism works. How to ensure a consistent and ample supply of relevant content of great relevance and value to its audiences. Do Brands now need to hire Journalists or PR companies in order to bring up the quality of journalism work?  For Native Advertising to succeed, its all about the content, originality and relevance to your audience. For Publishers, do you need to assign a dedicated “brands newsroom” and have creative team or editorial team work in this focused department? How will the competition pan out for PR firms and Ad agencies in Native Ad media buys?

– FEED & DISTRIBUTION: As the key distribution mechanism, organizing, operationalizing, and managing feed is crucial for the distribution of Native Ads. How best can you distribute your content across campaigns, various audiences and markets (region or demographics), and even for different products efficiently and effectively is crucial. The choice of the right partners and Publishers who are best in these management and distribution can make or break your Native Ad campaigns. The platform chosen and its capability will determine how well your Native Ad campaign will go and is driven through the markets.

– WHO LEADS EDITORIAL?: Editorial control vs. programmatic Native Ad network is a key thing. Will Publishers subject their content to ad streams who control the brand content selection? What kind of workflow is needed to ensure the Publisher’s brand remains intact and respected, while content is still being enabled to be shared on scale?  

– NATIVE AD PUBLISHING: Manual vs. integrated CMS is anothre key thing. What is the best way to ensure both scalable distribution (for Brand’s benefit) and (better backend integration on CMS for scalability (for Publishers’ benefit) exist in the strategy operations?