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ontent marketing. Sponsored
content. Native advertising.
Brand journalism. Branded con-
tent. Advertorials. Content created spe-
cifically for – or sponsored by – marketers
is perhaps the hottest trend in digital
advertising. Unfortunately, not everyone
agrees on what these terms really mean.
Regardless, of what we call it, the key
is to get advertisers to create or sponsor
content that looks like editorial content.
According to Wikipedia, “Native
advertising is a web advertising method
in which the advertiser attempts to gain
attention by providing valuable content
in the context of the user's experience;
it is similar in concept to an advertorial,
which a paid placement is attempting to
look like an article.”
Is it meant to trick readers into believ-
ing they are reading a traditional editorial
piece, or is it designed to promote a prod-
uct or service in a way that makes people
more comfortable with the format? It is all
in the presentation. Getting it right is the
What they do agree on is this: digital
banner ad engagement continues to
decline (by one estimate 99.8% of banners
ads are ignored) while programmatic
buying is turning display ads into a com-
modity. Meanwhile, mobile and social
platforms are exploding. Advertisers
who want to cut through the clutter and
publishers who are seeking new forms of
revenue have embraced native advertis-
ing as a promising new form of marketing.
Native advertising is part of a larger
category known as content market-
ing. As consumers increasingly ignore
traditional ads, the use of compelling
content to engage audiences is proving to
be an effective
way of increas-
brand. As the
San Francisco Chronicle frames it in a na-
tive advertising white paper: “After all, we
know this — people don’t want to be sold
to, they want to be inspired, educated and
guided on what matters to them each day.
And that is what Content Marketing does.”
Native advertising is set to explode.
Last year, eMarketer predicted that the
native niche would hit $2.85 billion by
2014. According to the Content Market-
ing Institute, organizations are invest-
ing about one-third of their marketing
budgets on content marketing — and the
majority are planning to increase their
spending in the next year. However, fewer
than half of them think their content is ef-
fective. Clearly, media organizations need
to create compelling content in order to
provide a good ROI for native advertisers.
It’s clear that advertisers of all shapes
and sizes are moving toward content
marketing. According to a recent survey
by marketing advisory firm Demand
Metric, more than 85 percent of market-
ers are engaged in some form of content
marketing, 80 percent of CMOs believe
custom content should be central to
marketing and 78 percent see custom
content as the future of marketing.
The research also claims that content
marketing costs 62 percent less than tra-
ditional marketing and generates three
times as many leads per dollar spent.
People rarely click on display adver-
tising by choice. You want to be sure
that your native advertising garners a
reader’s attention and compels them
to become actively involved with the
content. Learn how-to-increase engage-
ment through a variety of proper user-
There are many different approaches
to native content and just as many
names for it but one thing is sure - every-
one is looking for a way to insert the
content so that it makes the user more
open and favorably disposed to the
commercial message. They are resisting
the urge to disguise an ad or place it in
your face in a way that can’t be missed.
There may not be one acceptable ap-
proach but many approaches. However,
the best seem to work on the principle of
the feed, the ability to provide a seamless
experience where the information flows
within the total content of the site. The
chase for the native advertising Holy Grail
is in full-force.
ADVERTISING SALES MANAGER
Privately held media company in Southern New England is seeking a results-oriented
leader to drive our advertising sales team to goal and beyond! The Advertising Sales
Manager will develop our sales staff with coaching through daily field time calling on small
business owners. This is not a desk job!
You will directly assist the local sales staff while also being responsible for the overall
revenue performance of the team. Excellent presentation and closing skills are needed, as
is the ability to build rapport with staff and customers.
If you have 1-2 years of sales management experience in local media, including a solid
understanding of digital media services, then please apply today! We offer a competitive
base salary with unlimited commission potential, paid vacation, medical benefits and a
401K. Please forward cover letter & resume to firstname.lastname@example.org
Join us July 9,
in Washington, D.C. for our first-
ever Native Advertising Summit.
This summit will provide informa-
tion, case studies, ideas and more
to launch and/or grow your native
advertising strategy. It is perfect
for local media executives that
are already selling native or for
those that plan to do so in the next
six months. This one-day invest-
ment could be worth six and/or
seven figures to your company. For
more information go to localme-
Sales & Marketing
By Any Name....
Just Do It!
According to the Content
Marketing Institute, organizations
are investing about one-third of
their marketing budgets on content
marketing — and the majority are
planning to increase their spending
in the next year.
Send news about your company, people, events to Editor Deb Shaw at
wants to hear from you!
~ HELP WANTED ~
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