1. Native Advertising
Content Marketing & Distribution

2. What is Native Advertising?
Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
Can also be referred to as: Sponsored content, content marketing, advertorial, etc.
So what is Native advertising? Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. You may also know native advertising to be called: sponsored content, content marketing, advertorial, etc.

3. Why Native Works
Content is Viewed as Editorial: Because our native placements reside in the same locations as our editorial content, your advertisers messaging blends right in.
Native Advertising increases visibility in a non-traditional way: Native ads are more visually engaging than display ads. Consumers look at native ads 53% more frequently than display ads.*
Native Content Can be Timely or Evergreen: Our native packages have shelf life. Your advertisers content can live on a unique landing page within our newspaper site for the duration of their native campaign.
Connect with the Largest Local Audience: By having native content in our print and digital platforms, your clients are reaching over 75% of adults in the local market weekly.
Why is native an effective tool for marketers? Native works because:
Content is viewed as Editorial: Because our native placements reside in the same locations as our editorial content, your advertiser’s message blends right in.
Native Advertising increases visibility in a non-traditional way: Native ads are proven to be more visually engaging. According to sharethrough, consumers look at native ads 53% more frequently than display ads.
Native content can be timely or evergreen: Our native packages have shelf life. Your advertiser’s content can live on a unique landing page within our newspaper site for the duration of their native campaign.
Connect with the largest local Audience: As always, by having native content in our print and digital platforms, your clients are reaching over 75% of adults in the local market weekly.
*Source: Sharethrough 2013.

4. Native Advertising Strategy
Native = Two Pronged Approach + =
Native Advertising Strategy
Content
Strategy
Distribution
Strategy
Now let’s look at what makes up a native advertising strategy.
Native is really a two pronged approach, 1 part content strategy 1 part distribution strategy. The content strategy focuses on the type of content marketing used: for example: native article, infographic or video. The distribution strategy focuses on the platforms and channels to reach audience: for example: native ad unit impressions, print ads, video placements etc. Together these two components make up the native strategy.

5. Native Advertising Prospects
Top Prospects for Native Advertising
Healthcare
Health Wellness
Home Services
Real Estate
Financial
Non-profits
National Brands
Automotive
Native advertising campaigns are long-term branding strategies
Be selective and qualify clients for participation
Manage and set expectations for campaign success
Native advertising isn’t for every client. It’s important to be selective and qualify clients for participation in native advertising strategies. Some of the top prospects to consider for native are: healthcare, wellness, home services, real estate, financial, nonprofits, national brands and automotive. It’s also very important to manage and set expectations for campaign success. Native advertising and content marketing are designed to be a long-term branding and credibility building strategies. If an advertiser is looking for a new way to promote a 50% off sale and expect high in store traffic from a campaign, native advertising is not a good recommendation for them.

6. Content Strategy
Content is king when it comes to Native advertising. And having a sound content strategy is fundamental to the success of a native campaign.

7. Content Marketing Is Not:
Content Marketing – Do’s & Don’ts
Content Marketing Is Not:
Content Marketing Is:
Educational
Inspirational
Historical
Things To Do
Self-Promotion
About Sales
Opinions
Advertisement
Content marketing is different than the traditional advertising your clients may be used to. Content marketing is intended to be educational, inspirational, historical or showcase things to do. Content marketing is not intended to be self-promotion, about a sales event, opinions or any type of advertisement.
Successful native campaigns keep these do’s and don’ts in mind to ensure success and user engagement.

8. Content Marketing Is Not:
Content Marketing – Headline Examples
Real Estate
How To Get More For Your Home
Financial
Steps To Become Debt Free in 2017
Automotive
The Most Energy Efficient Vehicles of 2017
Content Marketing Is Not:
Content Marketing Is:
Educational
Inspirational
Historical
Things To Do
Self-Promotion
About Sales
Opinions
Advertisement
Healthcare
6 Ways To Avoid The Flu This Season
Home Services
Air Conditioning Check Up 101
With these best practices in mind, here are a few headline examples for some of the top prospect categories.

9. Types of Content
Let’s take a deeper look into the elements of the content strategy

10. Custom Article Creation = $700 Per Article
Types of Content – Article Production
Article Production: We can offer our clients custom content creation to be used in our print products, online and elsewhere.
Custom Article Creation = $700 Per Article
We can offer our clients custom content creation to be used in our print products, online and elsewhere. The cost per article is $700. And we are currently vetting out a few different vendors to produce this high-quality content.
Some clients may opt to have their content created internally and produced in house. That’s absolutely fine, just make sure to have your management teams locally approve of the content prior to publication.

11. Article Landing Page = $200 Custom Article Production = $700
Types of Content – Online Article Landing Page
Article Landing Page: We can offer our clients custom article landing pages for their content to live on our newspaper websites.
Article Landing Page = $200
Custom Article Production = $700
To give your clients maximum reach and exposure, be sure to include an online article landing page to any article that is produced. This will allow your client’s article to live on our newspaper website for the duration of their native campaign. The cost to create the landing page is $200, in addition to the article production itself.

12. Types of Content – Video Production
Video Production: We can offer our clients custom native content creation in the form of a video that can be distributed online, on their website and through their social channels.
30 Second Video Production = Starting at $1400S
60 Second Video Production = Starting at $1600ales
We can also offer our clients custom native video creation. These videos can be how-to’s, educational, etc. The cost per video will vary based on the client’s needs, and we will be taking a further look into our new video capabilities after we finish this native presentation. Some basic pricing to reference for a 30 second video, shot on location for 1 hour with professional voiceover is $1400; the cost for the same option in a 60 second format is $1600.

13. Custom Infographic Creation = $700 Per Design
Types of Content – Infographic
Infographic: We can offer our clients custom infographic creation to be used in our print products, online and elsewhere.
Custom Infographic Creation = $700 Per Design
Give your clients the opportunity to position themselves as the expert in their industry in a very visual way with an infographic. Infographics are great add on’s to any native package and cost $700 per design. Infographics can showcase tips, tricks and trends or be informative and statistic driven.

14. Distribution Strategy
Now that we’ve covered the elements of the content strategy, let’s move on to the distribution strategy.

15. Distribution -Native Ad Unit Placement
Ad unit placed into content list appears similar to editorial assets.
“Sponsored” flag to denote that it is an ad.
Sold by CPM/impression basis only
No lower than $10 CPM
Native impressions available will vary and depend on inventory levels.
Mobile/Desktop
The most fundamental element to any native advertising campaign will be the native ad unit placement. As you can see, our native ad unit placements blend right in to the top stories our viewers read daily. These highly effective placements live on our homepages and section fronts in the grid shown to the left. Each ad is flagged with a “sponsored” tab to note that it is an ad. These impressions should be sold on a CPM basis, at no lower than 10$ per thousand. Native ad unit impressions will vary and depend on inventory levels by market. These native ad units are displayed on both desktop and mobile for maximum reach and exposure.

16. Distribution -Landing Page Options
The native ad can click thru to the client’s website or to a landing page we create that lives on our site. Infographics and videos may also be added to the landing page.
Keep in mind the user experience when determining the best option for your client.
Once you’ve sold your client the native ad unit impressions, it’s important to determine the click thru as it relates to the user experience. There’s two landing page options available as a click thru from the native ad unit itself. The first and most recommended is the online article landing page that I spoke about earlier. This will allow your client to have their custom content published on our website for the duration of their native campaign. The other option would be for the native ads to click thru to the client’s website. Keep in mind the user experience when determining the best option for your client.
As a user, if I’m interested in reading the article about Cyber security based on a native ad unit I saw on our homepage, I would be confused and probably bounce if I was directed to the businesses website where that content is nowhere to be found.

17. Distribution - Print Native Ad Placement
Ad is placed like content so it appears similar to editorial assets.
Should be sold and priced at a premium to traditional pci’s.
Cost per ad will vary market to market based on rates, audience, ad sizing etc.
We can also take the great custom content that’s been created or provided by the client and place it alongside our valuable print editorial. You’ll notice on the example to the left, this article doesn’t come across as an ad at all, blending right into our other editorial pieces. Native print ads should be sold and priced at a premium to standard pci’s in your markets. And these costs will vary market to market based on rates, audiences and various ad size options.

18. Distribution - Social & Email
Share the great custom content we’ve created through various social channels.
Boosted Posts on Newspaper Facebook Page
Facebook page must be verified with the blue check mark
Blasts to newspaper opt-in audience lists
Our social channels continue to grow and gain momentum in our markets. Give your clients the opportunity to speak to our social followers and share this great native content through our various social channels. If your market’s Facebook page is verified with the blue check mark on the page, we can boost these native articles, videos, etc through our Facebook pages to reach a potentially viral market. Some markets have also seen success including these native articles in an admail/what counts/opt-in list.

19. Content/Distribution Recap}
How it works:
Native
Content
Article Production
Video
Desktop & Mobile Display/Video
Distribution
Content
Social &
To recap: the two prongs of a native advertising strategy are the content strategy and the distribution strategy. This visual is an easy to digest representation of how these two elements come together. I would encourage you to customize and use this slide when pitching native to your clients to help connect the dots. It allows you to represent a somewhat complex and potentially new strategy to your client in a very visual way.
Infographic
Print
Landing Page

20. Suggested Packaging & Pricing
Expert (3 month minimum commitment) $10,000 monthly
Content Strategy:
Production of 3 articles per month
Online article landing page on newspaper website
One infographic creation per month
30 sec. custom video on location for 1 hour with voiceover, music & interview
Distribution Strategy:
XXXX* Native placement homepage/section front impressions on desktop & mobile monthly
4 ½ page ads in print (infographic or sponsored content)
100,000 ROS impressions directing users to native content
In-View video impressions
2 Boosted ($100 each) sponsored Facebook Posts on Newspaper page**
Content can be repurposed on client website & social pages
We’ve put together a few levels of native advertising packages to adopt in your markets. All of these packages are suggestions and can be altered to fit your specific client/market’s needs.
The first package is the Expert package. This package is designed for your serious native clients – some potential verticals that really stick out when thinking of this robust of a package are healthcare and financial. The content strategy and distribution strategy are very robust, including multiple layers of content.
Please note that these content and distribution options are left to your markets discretion based on inventory levels and availability.
*Native placement impressions will depend on variable market inventory levels
**Verified Facebook page needed

21. Suggested Packaging & Pricing
Influencer (3 month minimum commitment) $5,000 monthly
Content Strategy:
Production of 2 articles per month
Online article landing page on newspaper website
One infographic creation per month
Distribution Strategy:
XXXX* Native placement homepage/section front impressions on desktop & mobile monthly
4 1/4 page ads in print (infographic or sponsored content)
75,000 ROS impressions directing users to native content
1 Boosted ($100) sponsored Facebook Posts on Newspaper page**
Content can be repurposed on client website & social pages
The next package is the influencer package. This package is a happy medium between the 3 options. The content and distribution strategy are a nice mid-level campaign for clients looking to take their native advertising up a notch.
Again, these package frequencies and amounts will vary market to market.
*Native placement impressions will depend on variable market inventory levels
**Verified Facebook page needed

22. Suggested Packaging & Pricing
Specialist (3 month minimum commitment) $2,500 monthly
Content Strategy:
Production of 1 article per month
Online article landing page on newspaper website
Distribution Strategy:
XXXX* Native placement homepage/section front impressions on desktop & mobile monthly
2 1/4 page ads in print (sponsored content)
50,000 ROS impressions directing users to native content
Content can be repurposed on client website & social pages
The last package is a great entry point for any client who is looking to dip their toe in the native advertising waters a bit. The content strategy and distribution strategy are simple, yet effective for any client looking to try native.
*Native placement impressions will depend on variable market inventory levels

23. A La Carte Options A La Carte Options:
Native Placement Impressions      $10 CPM
Article/Infographic Content Creation      $700 each
Article Landing Page on Newspaper Site   $200
Boosted Facebook Post ($100)*     $150 each
30 Second Video Production     Starting at $1400
60 Second Video Production       Starting at $1600
Blast to Newspaper List     $400
Basic pricing for the elements included in these packages are available a la carte if you’d like to create additional packages or add to the existing suggested packages.
*Verified Facebook page needed

24. Sales Collateral & Packaging
We’ve put together an easy to use and edit sales piece with some selling points and package options to use in your market. This editable PowerPoint file is available on sales matters.

25. Reporting
Reporting is located in Amplified Reports under the Display tab.
Be sure to name these creative assets as native to set them apart from additional ads running.
The efficacy of these native ad unit impressions will be tracked in the amplified dashboard under the display tab. Please note that this reporting is alongside any additional owned and operated impressions that are active. Be sure to name the native assets accordingly to set them apart from other ads running.

26. How To Get Started
Native ad unit impressions are booked locally in DFP.
Submit request for custom article, infographic or video content here:
Once submitted, a member from the fulfillment team will reach out to you within hours with next steps and further information
To get a campaign started, you will book the native ad unit impressions locally. Sinead’s team had a fulfillment training call in December on how to book these. If you missed this training, it is recorded and the recording and training deck will be available on Sales Matters after this call.
If your package includes content, infographic or video creation, you will submit a request to the link below. Once this request is submitted, a member from the fulfillment team will reach out to you within hours with next steps and further information. You can find this link on online matters in the intranet. These native content pieces should be booked under the native advertising, amplified digital option.
Invoicing for any native content will be charged back to your market from corporate.