Shaista Shoaib Khan Dummy1

A
Project on
A study to understand the effect of native advertising on
consumer attitude and behaviour
In the partial fulfilment of the requirement of
Masters of Management Studies (MMS)
Conducted by
Rizvi Institute of Management Studies & Research
under the guidance of
Dr. Kalim Khan
Submitted by
Shahista Ahmed
MMS (Marketing)
Roll No. 92
2012 -14

CERTIFICATE
This is to certify that Ms. Shahista Ahmed, a student of Rizvi Institute of Management
Studies and Research, of MMS bearing Roll No. 92 and specializing in Marketing has
successfully completed the project titled
“A study to understand the effect of native advertising on consumer
attitude and behaviour”
under the guidance of Dr. Kalim Khan in partial fulfilment of the requirement of Masters of
Management Studies by University of Mumbai for the academic year
2012 – 2014.
_____________ _______________
Prof. Umar Farooq Dr.Kalim Khan
Academic Coordinator Director

ACKNOWLEDGEMENT
I am very grateful to my mentor Dr. Kalim Khan who in spite of his busy schedule has rendered
all his support that was required in completion of this project. With his incredible eye for detail
that has taken this piece of work, miles. With every stage of approval during this project, the
project work has got better and better. It is his vision which entrusted on the scope of my field
of study, because of which the project has seen the light of the day.
I would also like to thank all the faculty and staff members of Rizvi Institute of Management
Studies and Research for being very cordial during the entire process of carrying out the
research.
I would also like to thank my Parents, Rizvi Institute of Management Studies and Research, its
teaching and non-teaching staff, my research Respondents, friends and all the people who
provided me with the facilities being required and conductive conditions for my MBA project.
Thank you,
Shahista Shahid Ahmed

EXECUTIVE SUMMARY
Internet technology is changing at a rapid pace and the faster the technology changes, the more
people expect from the Internet. Users were once satisfied with text and still images on their
web pages. Since the dawn of the Internet, marketers have regarded it as a vast laboratory,
launching experiment after experiment to generate sales and customer loyalty. Not surprising,
most have failed. Consumers adopted digital technology as they saw fit, fundamentally altering
the way they make purchasing decisions. Companies that understand this evolution are now
carefully moving digital interactivity toward the centre of their marketing strategies, rethinking
their priorities and budgets, and substantially reshaping their processes and skills. The
explosive growth in digital medium has forced marketers to rethink their digital media forward
strategies.
Native advertising has so rapidly become endemic in digital marketing circles that there’s been
little effort to understand what it actually is. With brands, agencies, publishers, social media
platforms, and technology vendors venturing into new and hitherto uncharted territory, clarity
and definition are called for. Native advertising promises very real benefits both to consumers,
in terms of a more elegant and seamless user experience, and to the rest of the digital marketing
and publishing ecosystem. Developed and deployed correctly, the result can be more effective
and engaging messaging that provides welcome economic benefits — if sufficient strategy,
learning, coordination, and transparency are invested upfront. At present, scale is the most
difficult aspect of native advertising, and the one technology companies are working to address.
More contenders and solutions will soon emerge in this rapidly evolving space, but at present
native versus scale is an either/or preposition. More than other forms of advertising, native does
not live in a vacuum, but must be measured against other channels of paid, owned, and earned
media.

Table of Contents
Chapter 1: Introduction on Digital Marketing ...........................................................................1
1.1 Overview of Digital Marketing........................................................................................1
1.2 History of Digital Marketing ...........................................................................................4
1.3 Digital Marketing Today and Global Trends...................................................................6
1.4 Marketing moves online ..................................................................................................8
1.5 Future of Internet Marketing – Technology & Convergence ........................................10
Chapter 2: Digital Advertising Industry ..................................................................................11
2.1 Digital Media: New Game, New Rules, New Winners .................................................11
2.2Types of Display Advertising .........................................................................................11
2.2.1 Display advertising...............................................................................................11
2.2.1.1 Web Banner Advertising...................................................................................12
2.2.1.1.1 Frame Ads (Traditional Banner) ....................................................................12
2.2.1.1.2 Pop ups / Pops under ads................................................................................13
2.2.1.1.3 Floating Ads ...................................................................................................13
2.2.1.1.4 Expanding Ads ...............................................................................................13
2.2.1.1.5 Trick Ads ........................................................................................................14
2.2.1.2 Interstitial...........................................................................................................14
2.2.1.2.1 Text Ads .........................................................................................................14
2.2.2 Search Engine Marketing (SEM) .........................................................................15
2.2.2.1 Search Engine Optimization (SEO)...................................................................15
2.2.2.2 Sponsored Search ..............................................................................................15
2.2.3 Social Media Marketing .......................................................................................15
2.2.4 Mobile Marketing.................................................................................................16
2.2.5 Email Advertising.................................................................................................17
Chapter 3: What does it take to do native well? ......................................................................18

3.1 Consumers Coming to Accept Native Advertising Done Right ....................................18
3.2 Content Marketing .........................................................................................................20
3.3 Why Content Marketing ROI Tools are Flawed and What to Use ................................22
3.4 How Can Marketers Bridge the Content Creation and Measurement Gap....................23
3.5 Three Digital Content Lessons from 2014 .....................................................................24
3.6 How to Win the Content Numbers Game ......................................................................26
3.7 Shake Up Your Mobile Strategy for 2015 .....................................................................30
3.8 Multichannel Content Marketing Is Your Next Challenge: Here’s How to Overcome It
..............................................................................................................................................33
3.9 Lessons from 3 Great Native Ads..................................................................................35
3.10 Why Paid Links Will Destroy Good Content, and How To Stop It ............................37
3.11 Why Content Marketers Need Intelligent Content ......................................................39
3.12 Can You Create Content that Builds KLT (Know, Like and Trust)? ..........................41
3.13 Native Advertising Raises Qualms among Marketing Pros ........................................42
3.14 Publishers Must Act.....................................................................................................44
3.15 Native Advertising Budgets Will Rise In 2015, Say Marketers ..................................45
3.16 Native Advertising: Evil, Savior or Use As Directed ..................................................47
3.17 Where Brand Journalism and Native Advertising Can Fit Within Content Marketing
..............................................................................................................................................49
3.18 Social Media Advertising for Content Marketers: Insight from Salesforce’s ‘2015 State
of Marketing’ report.............................................................................................................51
3.19 The Roadblocks of Native Advertising........................................................................54
Chapter 4: Mobile native Advertisement.................................................................................60
4.1 Native is the Future of Mobile Advertising ...................................................................60
4.2 Guide To Mobile Native Ads.........................................................................................60
4.2.1 Twitter/MoPub .....................................................................................................60
4.2.2 InMobi..................................................................................................................61
4.2.3 Native X................................................................................................................62

4.2.3 Facebook...............................................................................................................63
4.2.4 MobFox ................................................................................................................64
4.2.5 Yahoo ...................................................................................................................65
4.2.6 AOL......................................................................................................................66
4.2.7 Namo Media .........................................................................................................66
4.2.8 OpenX...................................................................................................................67
4.2.9 Wrap up ................................................................................................................67
4.3 How Native Advertising is ideally suited for Mobile ....................................................67
4.4 Why are Native Powerful on Mobile .............................................................................71
4.4.1 The adaptability of native advertising ..................................................................71
4.4.2 End the interruptions ............................................................................................72
4.5 Mobile In-feed Native Advertising: Is It The Future? ...................................................73
Chapter 5: Future trends in native advertising .........................................................................74
One of the most significant announcements in advertising this year came not from a publisher
or an ad agency but from a tech company. A few weeks ago Apple announced that when it
delivers the latest incarnation of its operating system for mobiles, iOS9,that it will include
support for ad blocking software. ............................................................................................74
Chapter 6: Research Methodology...........................................................................................76
Chapter 7. Data Analysis and Interpretation............................................................................79
7.1. Gender of the Respondents ...........................................................................................79
7.2. Age group of the Respondents......................................................................................80
7.3 Education Qualification of the Respondents..................................................................81
7.4. Time spent on the mediums by Respondents................................................................82
7.5 Mediums that make Respondents purchase a product ...................................................84
7.6. Time spent in a day on internet.....................................................................................85
7.7. Respondents that have come across digital advertisements while surfing the internet 86
7.8 Awareness about digital advertisements among the respondents ..................................87

7.9 Awareness about the types of digital advertisements ....................................................88
7.15 Incase a user has an option to block native advertisements completely? What will the
user do................................................................................................................................115
7.16 Now a days Ad-words are used a lot in Native ads, do you think adwords make native
ads more reliable or trustworthy. .......................................................................................116
Chapter 8: Conclusion and Recommendations ......................................................................117
8.1 Major Findings:............................................................................................................117
8.2 Recommendations:.......................................................................................................120
Annexures ..............................................................................................................................121
Annexure 1 – Questionnaire: .............................................................................................121
Annexure: List of Tables....................................................................................................130
Annexure: List of Figures ..................................................................................................132
Annexure: List of Images...................................................................................................133
Bibliography: .........................................................................................................................134

Rizvi Institute of Management Studies and Research Shahista Ahmed
Understand the effect of Native Advertising on consumer attitude and behaviour 1
Chapter 1: Introduction on Digital Marketing
1.1 Overview of Digital Marketing
Internet marketing is the fastest growing and most exciting branch of marketing today. As the
world becomes ever more connected, keeping up with developments and trends is vital for
marketers trying to reach new audiences who are more discerning, fragmented and cynical than
ever. Technology and software are changing at such a high rate that it seems almost impossible
to keep up with trends. Products and services are evolving and adapting to the online sphere.
The web is constantly shifting, growing and changing. Until somewhat recently, most
consumers associated online video with clips of dogs on skateboards and episodes of TV shows
they forgot to DVR. Today, however, viewers are accessing everything from high-quality first-
run series to live coverage of news events. And they‘re doing it not just from laptops and
desktops, but via their smart phones, tablets and connected TVs.
It‘s hard to say which came first the widespread increase in consumer adoption or the massive
surge in the quality and type of video content available. Whatever the cause and effect, the end
result is lots of content being viewed in new and different ways. Below are three categories of
emerging content that I find most exciting, along with insights for brands seeking to leverage
video for marketing purposes, and content producers trying to create an audience by
experimenting with these forms.
Branded video content falls within the wider category of content marketing and is akinto
product placement. When done well, it‘s more about the content than the brand itself. The
videos can take a range of forms from the instructional to the entertaining. For a strong example
of the latter, look no further than BMW‘s recent web series Alter Egos, this features a bevy of
celebrities but zero cars. With this series, BMW targets a niche, upscale audience in other
words, exactly the kind of people who are in the market for a luxury vehicle.

Advertisers who want to create branded content should be aware that this medium requires an
inherent balancing act between their needs and the needs of the viewer. Videos featuring heavy
handed branding or overt company plugs will quickly turn off consumers, while videos that are
overly focused on driving sharing or viral buzz can have their brand message eclipsed by the
video‘s entertainment value. Above all else, when it comes to this kind of content, quality is
everything. The production value has to be top-notch, and proper placement is critical.
Original programming is a new but quickly growing segment of online video that includes
entertainment content created specifically for an online audience. Many of the medium‘s early
successes have been driven by content that‘s tied to traditional TV programming. The TV show
The Walking Dead, for example, boasts 16 million weekly viewers a massive audience that is
likely to engage online when meaningful content is available. AMC seized on this opportunity
by producing a series of short-form bonus videos, like cast interviews and behind-the-scenes
stories, and making them available online. For content without a built-in audience, content
creators need to think strategically in order to attract viewers. Some of the most established
names in traditional media have struck distribution partnerships with new media outlets for this
purpose. Take for example, YouTube‘s much discussed premium channels, which feature
content from the likes of print publishers like Hearst, Rodale, The Wall Street Journal, Motor
Trend and Vice. Even more recently, traditional production houses have turned to Netflix as a
distribution platform for shows like House of Cards and Arrested Development.
The success of these two shows will have major implications for the future of original Web
programming, not to mention the cable industry. Aggregating an audience around online-only
content is challenging, and it requires a behaviour shift on the part of consumers. Once this
model gains traction, and a major player like Nielsen begins tracking viewership stats for this
type of content, I think we‘ll start to see advertisers invest some significant dollars. For now,
brand sponsorship of a series seems to be the safest bet for both parties.

Live Streaming Content once the sole domain of the TV industry, live programming is
becoming more common place online thanks to technology players like live stream. Political
events, concerts, church sermons and academic lectures are just some of the kinds of content
that have popped up as streaming events in recent months. With live and streaming content,
consumers are the real winners they gain access to a wide range of programming as well as the
convenience of being able to watch while on the go. Advertisers, meanwhile, gain access to
very niche and often geographically well-defined audiences, making this kind of content an
attractive option for those seeking to target particular demographics or interest groups.
Live video‘s potential to drive social engagement has significant implications for both brands
and content creators. Savvy content producers like Huff Post Live are already using social
media to help drive their strategy by using social buzz and real-time viewer feedback to
determine which topics to cover. On the advertising front, live content also lends itself to multi-
channel marketing campaigns that allow for social sharing and commentary, thereby driving
increased exposure for the brand. As these and other types of content continue to emerge,
consumers ‘expectations will continue to shift and heighten. The onus will continue to be on
the industry to do two things experiment with different types of content and pay close attention
to consumer habits and feedback. The opportunities for innovation from all parties’ brands,
content creators, and marketers are plentiful, and I expect to see more exciting changes in the
years to come.
After dotcom bust, many managers gave up on the Internet. Although Google is successful and
the echoes of a delighted Yahoo users are heard at times, a business manager is the most
unlikely face in that Internet loving crowd. Selling or for that matter doing or improving
business through Internet has few followers in spite of the e-commerce buzz. E-bay dazzles,
not only with a changed business model where it is more of a virtual hypermarket than a crafty
electronics seller. Today, however, some new innovations on the Internet space are making
managers give it a relook more than 45% of people using Internet are also registered with one
or more social networks are also more dispersed than their real life counterparts spanning
across geographies. Many times they also mirror reality. Many users (mostly aged above 45 in
developed economies) use this space to be in touch with real life friends and distant colleagues

1.2 History of Digital Marketing
Digital marketing often called online marketing or e-Marketing is essentially any marketing
activity that is conducted online through the use of internet technologies. It comprises not only
advertising that is shown on websites, but also other kinds of online activities like email and
social networking. Every aspect of internet marketing is digital, meaning that it is electronic
information that is transmitted on a computer or similar device, though naturally it can tie in
with traditional offline advertising and sales too.
Digital marketing has three corner stone principles:
 Immediacy - The web changes at a blistering pace and online audiences, whose attention
spans are short, expect on-the-minute updates and information. To keep the favor and
attention of this group, you must respond to online messages and interact with communities
as quickly as possible.
 Personalization - Customers online are no longer faceless members of a broad target
audience – they are individuals who want to be addressed personally. Use the wealth of
personal information available online to your benefit by targeting the relevant people
precisely and personally.
 Relevance - Communication online must be interesting and relevant to the reader otherwise
it will simply be ignored. With all the information that is competing for your audience‘s
attention, you must find a way to stand out and engage readers. The best way to do this is
by giving them exactly what they want, when they want it.
The very first interconnected computer network was developed as a joint project between the
US military and several research organisations, and wentlive in 1969. New advances came
slowly at first network email was invented in 1971, international connections were established
in 1973, the term ‘Internet’ was first used in 1974 and the first real online protocols were
introduced in the 1980s. Everything accelerated in the early 1990s as Tim Berners-Lee,
acknowledged as the creator of the internet as we know it today, built on his earlier
revolutionary work and released the URL protocol, web browser softwareand the World Wide
Web to the public. By 1993, businesses started taking an interest in the internet. The debate
raged about whether they were permitted to use the internet for commercial purposes, since it
had been established as a strictly educational and non-commercial arena.

Eventually, however, the businesses won out and the last of these restrictions were dissolved
in 1995. Early internet giants like Yahoo and Amazon launched their online platforms in the
mid-1990s amid a wave of new search portals, including Alta Vista, Excite and Infoseek.
Google launched in 1998, taking search to a new level of accuracy and convenience. Other
commercial websites, like the auction site eBay, began to dominate the web, solidifying the
interactive and global commercial potential of the internet. In2004, the concept of web the
interactive, commercial, cooperative and user-centric web exploded into public consciousness.
Its main characteristics were the rise of social networking, the invention of tools that made
creating and customising personal pages increasingly simple, and the big push by online
marketers to make their advertising and products more accessible and desirable to online
markets. Commercial strategies have become more prevalent and innovative since then. Recent
years have seen a growth in web consciousness as users become more adept at filtering and
steering online content.

1.3 Digital Marketing Today and Global Trends
Throughout its history, the internet has reinvented itself many times and the changes are far
from over. The current web is dominated by socialising, cooperation, sharing and personal
entertainment. It is a space both for work and play – an essential tool for virtually every
business and the go-to repository for all forms of media culture products. People of all ages are
spending more and more time online, and are turning to the internet for better services,
convenience and life-enhancing tools: just consider how people use online shopping, online
banking, web communities that cross all boundaries, instant news and updates, social networks
and chat, self-expression and any of the dozens of other things that the web makes possible.
2010 was the first year where online advertising spend overtook the amount of money spent on
newspaper advertising in the USA. It was the same year that online readership overtook
traditional newspaper readership, which illustrates just how large an impact the internet has
had on the marketing and advertising industry.
The digital marketing field hasn’t stood still. Here are some of the current trends:
Social media marketing - Whether it is a fad or here to stay, social media has made
commendable mark on the web landscape and, concurrently, on marketing tactics. Social media
marketing involves using peer recommendations, sharing, building brand personality and
addressing the market as a heterogeneous group of individuals. It also uniquely encourages
customers to create content and buzz around a product themselves.
Viral marketing - This form of marketing involves the exponential spread of a marketing
message by online word of mouth (sometimes referred to a word of mouse‖). A major
component of viral communication is the meme a message that spreads virally and embeds
itself in the collective consciousness (Don‘t touch me on my studio‖ is a recent South African
example). Viral marketing is closely tied to social media, since social media platforms and their
sharing functionality are the main way that a message is able to go viral online. Keep in mind,
however, that viral marketing does not make a holistic online marketing campaign and should
be just one of many tools used to create awareness and encourage interaction
Brand as product - More than ever before, brands are creating personas and identities around
themselves rather than the products they sell. The online space allows customers to interact and
converse with the brand personally and directly

Ad Fatigue - Web users have become very familiar with online advertising and have learned
to tune it out or have even installed programs like Ad Block Plus to block it altogether.
Marketers today have to think of very innovative and eye-catching strategies to entice wary
viewers.
Targeting - Virtually all online advertising is targeted to reach specific readers. Unlike the
broad-strokes targeting done in traditional marketing (placing an advert in a relevant magazine,
for example), web targeting can be extremely precise. With the immense amount of personal
and usage data currently available, targeting can be done automatically and extremely
successfully
Golden Oldies - Despite all the exciting new strategies, email and website marketing remain
among the most useful and effective techniques. These strategies do, of course, use new tools
and tactics (like advanced tracking, integration with social networks and customer-generated
content), but their essence stays the same.

1.4 Marketing moves online
Websites first - The first marketing activity online started in the early 1990s with the creation
of simple, text-based websites with basic information about a product or company. These were
complemented with basic emails often unsolicited spam that shared information in a
rudimentary way. As web tools evolved, so too did the websites, incorporating images, sounds,
videos and more advanced formatting styles.
Advertising takes off - As regulations fell away in 1995, internet marketing and especially
advertising boomed. To put the growth in perspective, US online advertising spend in 1994
was zero dollars, and leapt up to $301 million in 1996. Another year later, the market was worth
$1 billion. Search engine optimization (SEO) started tentatively in 1995, relying on luck and
guesswork before hackers managed to crack the first algorithms in 1997. Companies began
thinking about advert placement and started buying advertising space on related websites, with
links back to their pages and often accompanied with data-gathering measures such as asking
customers to enter their contact information. In 1998, Hotwired began selling banner
advertising space to large corporate clients and achieved a remarkable 30% click-through rate.
Online search portal Yahoo capitalised on this trend and offered advertising space on its
massively popular home page, quickly developing extra software for tracking user preferences
so it could target the advertising more effectively; it became one of the few dotcom companies
to earn a tidy profit from online advertising. Google took the idea, streamlined it and improved
the advert-targeting algorithms. In 2000, it introduced AdWords, an advertising service that
allowed marketers to pay only for adverts that were clicked on by a customer. The strategy,
which accounts for 95% of Google’s current revenue, became phenomenally successful and is
now the benchmark search engine advertising method.

Online search portal Yahoo capitalized on this trend and offered advertising space on its
massively popular home page, quickly developing extra software for tracking user preferences
so it could target the advertising more effectively; it became one of the few dotcom companies
to earn a tidy profit from online advertising. Google took the idea, streamlined it and improved
the advert-targeting algorithms. In 2000, it introduced Ad Words, an advertising service that
allowed marketers to pay only for adverts that were clicked on by a customer. The strategy,
which accounts for 95% of Google‘s current revenue, became phenomenally successful and is
now the benchmark search engine advertising method.
The rapid improvement of online technology and the new business ideas that it inspired led to
the dotcom boom of the late 1990s. The boom was a time when enthusiastic but inexperienced
businesspeople conceptualised and financed through loans, advertising and venture capital
radical and exciting new web-based companies. Unfortunately, because the medium was so
new and the strategies untested, many dissolved into nothing and a lot of investment money
was lost (a well-known example is Boo.com, a fashion retailer that burned through Rs 1.5
billion in just one year and then went bust) the dotcom bubble had burst. This had a massive
effect on online advertising spend, which fell 33% from 2000 to 2002 and made companies
much more cautious of advertising online. The online advertising market was rescued by search
engine advertising, a field led by Google.

1.5 Future of Internet Marketing – Technology & Convergence
Naturally, it is impossible to predict what the future of internet marketing will hold, but two
things are certain:
 The field is growing and will become the largest and most important marketing sector in
coming years.
 The growth will be driven by new innovations in technology.
On top of that, web users are becoming more aware and marketing savvy, and their attention
spans are shortening as desirable content becomes ever more quickly available. This market is
more likely to challenge, debate and denigrate a brand but it is also more likely to share good
content and products with an exponentially growing social circle.
Convergence is the process by which many technologies meld into one. Consider your cell
phone: it makes calls, has a small camera, functions as a web browser and calendar and
probably does a range of other software-based tasks. This is a good example of a basic
convergence device: many functions are compressed into one piece of technology.
Many devices are far more complex. Apple‘s new iPad tablet computer performs thousands of
possible function and can be used as a portable computer, document reader, web browser,
media platform and so on. Convergence also happens between seemingly unrelated devices.
For example, some advanced refrigerators include a small computer and internet connection:
the appliance monitors what food is in stock and automatically orders the necessary
replacements at an online grocery shopping site when you run low. Child-protection devices
monitor a child‘s location over GPS and its vital signs with a range of sophisticated equipment.
Content can now move seamlessly between desktop and mobile devices. In an always-
connected, converging world, marketing will have to adapt constantly and spread along these
new technological lines

Chapter 2: Digital Advertising Industry
2.1 Digital Media: New Game, New Rules, New Winners
The speed at which digital media has taken off has been unprecedented in the history of
technological change. It has taken just seven years for Facebook to reach 750 million users
worldwide and this is not the only social media site to have attracted large numbers of users in
a very short space of time. This massive take-up is having a profound effect on the way in
which customers seek information and make purchase decisions.
Five key characteristics of socially adaptable and successful brands, which we believe all
organizations, can adapt and learn digitally are as follows:
 Facilitate open dialogue
 Engage proactively
 Connect beyond product
 Deliver integrated experiences
 Collaborate and co-develop
2.2Types of Display Advertising
2.2.1 Display advertising
Display advertising conveys its advertising message visually using text, logos, animations,
videos, photographs, or other graphics. Display advertisers frequently target users with
particular traits to increase the ads' effect. Online advertisers (typically through their ad servers)
often use cookies, which are unique identifiers of specific computers, to decide which ads to
serve to a particular consumer. Cookies can track whether a user left a page without buying
anything, so the advertiser can later retarget the user with ads from the site the user visited
As advertisers collect data across multiple external websites about a user's online activity, they
can create a detailed picture of the user's interests to deliver even more targeted advertising.
This aggregation of data is called behavioural targeting .Advertisers can also target their
audience by using contextual and semantic advertising to deliver display ads related to the
content of the web page where the ads appear. Retargeting, behavioural targeting, and
contextual advertising all are designed to increase an advertiser's return on investment, or ROI,
over untargeted ads.

Advertisers may also deliver ads based on a user's suspected geography through retargeting. A
user's IP address communicates some geographic information (at minimum, the user's country
or general region). The geographic information from an IP can be supplemented and refined
with other proxies or information to narrow the range of possible locations. For example, with
mobile devices, advertisers can sometimes use a phone's GPS receiver or the location of nearby
mobile towers. Cookies and other persistent data on a user's machine may provide help
narrowing a user's location further.
2.2.1.1 Web Banner Advertising
Web banners or banner ads typically are graphical ads displayed within a web page. Many
banner ads are delivered by a central ad server. Banner ads can use rich media to incorporate
video, audio, animations, buttons, forms, or other interactive elements using Java
applets, HTML5, Adobe Flash, and other programs.
A rectangular graphic display that stretches across the top or bottom of a website or down the
right or left sidebar. The former type of banner advertisement is called a leader board, while
the latter is called a skyscraper. Banner ads are image-based rather than text-based and are a
popular form of website advertising. The purpose of banner advertising is to promote a brand
and/or to get visitors from the host website to go to the advertiser's website
The host is paid for the banner advertisement through one of three methods: cost per impression
(payment for every website visitor who sees the ad), cost per click (payment for every website
visitor who clicks on the ad and visits the advertiser's website) or cost per action (payment for
every website visitor who clicks on the ad, goes to the advertiser's website and completes a task
such as filling out a form or making a purchase).
2.2.1.1.1 Frame Ads (Traditional Banner)
Frame ads were the first form of web banners. The colloquial usage of "banner ads" often refers
to traditional frame ads. Website publishers incorporate frame ads by setting aside a particular
space on the web page. The Interactive Advertising Bureau’s Ad Unit Guidelines proposes
standardized pixel dimensions for ad units.

2.2.1.1.2 Pop ups / Pops under ads
A pop-up ad is displayed in a new web browser window that opens above a website visitor's
initial browser window. A pop-under ad opens a new browser window under a website visitor's
initial browser window.
Pop-up ads or pop-ups are often forms of online advertising on the World Wide Web intended
to attract web traffic or capture email addresses. Pop-ups are generally new web
browser windows to display advertisements. The pop-up window containing an advertisement
is usually generated by JavaScript using cross-site scripting (XSS), sometimes with a secondary
payload using Adobe Flash, but can also be generated by other vulnerabilities/security
holes in browser security.
A variation on the pop-up window is the pop-under advertisement, which opens a new browser
window hidden under the active window. Pop-under do not interrupt the user immediately and
are not seen until the covering window is closed, making it more difficult to determine which
web site opened them.
2.2.1.1.3 Floating Ads
A floating ad, or overlay ad, is a type of rich media advertisement that appears superimposed
over the requested website's content. Floating ads may disappear or become less obtrusive after
a present time period. The most basic floating ads simply appear over the Web page, either full
screen or in a smaller rectangular window. More sophisticated versions can come in any shape
or size and include sound, animation, and interactive components. Floating ads use a variety of
technologies, such as a combination of Flash and dynamic HTML (DHTML), and may have
the ability to display differently according to the user's browser capabilities.
2.2.1.1.4 Expanding Ads
An expanding ad is a rich media frame ad that changes dimensions upon a predefined condition,
such as a preset amount of time a visitor spends on a webpage, the user's click on the ad, or the
user's mouse movement over the Ad. Expanding ads allow advertisers to fit more information
into a restricted ad space. Advertisers use expandable rich media formats to expand an ad
creative into a larger creative upon a user mouse-over or click interaction. The most common
implementations expand leader board creative vertically into larger rectangles (i.e. expand from
a 90 pixel height to a 500 pixel height) or expand 250x300 rectangle creative horizontally into
larger rectangles (i.e. expand from a 300 pixel width to a 600 pixel width). Many other
implementations are also possible with the expandable ad format.

2.2.1.1.5 Trick Ads
A trick banner is a banner ad where the ad copy imitates some screen element users commonly
encounter, such as an operating system message or popular application message, to induce ad
clicks. Trick banners typically do not mention the advertiser in the initial ad, and thus they are
a form of bait-and-switch. Trick banners commonly attract a higher-than-average click-through
rate, but tricked users may resent the advertiser for deceiving them.
Trick banners seek to overcome “banner blindness” and “banner baggage” by disguising the
fact that they are advertising devices. Typically, no mention is made of the advertiser, just an
imitation of an operating system or popular application. While it is common for trick banners
to attract a higher-than-average click-through rate (CTR), the quality of the clicks may be
somewhat suspect, as visitors are likely to hit the “Back” button once they realize what
happened. Additionally, since trick banners rarely have identifying information, they fail to
capture any non-click response. Aside from CTR, there is the issue of visitor satisfaction.
2.2.1.2 Interstitial
An interstitial ad displays before a user can access requested content, sometimes while the user
is waiting for the content to load. Interstitial ads are a form of interruption marketing.
Interstitials are web pages displayed before or after an expected content page, often to
display advertisements or confirm the user's age. Most interstitial advertisements are delivered
by an ad server. Full-screen interstitial ads are referred to as hyperstitials. Some people take
issue with the use of such pages to present online advertising before allowing users to see the
content they were trying to access. Less controversial uses of interstitial pages include
introducing another page or site before directing the user to proceed; or alerting the user that
the next page requires a login, or has some other requirement which the user should know about
before proceeding. Banners are small ads that when touched typically take the user to some
form of full-screen in-app browsing experience.
2.2.1.2.1 Text Ads
A text ad displays text-based hyperlinks. Text-based ads may display separately from a web
page's primary content, or they can be embedded by hyper linking individual words or phrases
to advertiser's websites. Text ads may also be delivered through email marketing or text
message marketing. Text-based ads often render faster than graphical ads and can be harder for
ad-blocking software to block.

2.2.2 Search Engine Marketing (SEM)
Search engine marketing, or SEM, is designed to increase a website's visibility in search engine
results pages (SERPs). Search engines provide sponsored results and organic (non-sponsored)
results based on a web searcher's query. Search engines often employ visual cues to
differentiate sponsored results from organic results. Search engine marketing includes all of an
advertiser's actions to make a website's listing more prominent for topical keywords.
2.2.2.1 Search Engine Optimization (SEO)
Search engine optimization, or SEO, attempts to improve a website's organic search rankings
in SERPs by increasing the website content's relevance to search terms. Search engines
regularly update their algorithms to penalize poor quality sites that try to game their rankings,
making optimization a moving target for advertisers. Many vendors offer SEO services.
2.2.2.2 Sponsored Search
Sponsored search (also called sponsored links, search ads, or paid search) allows advertisers to
be included in the sponsored results of a search for selected keywords. Search ads are often
sold via real-time auctions, where advertisers bid on keywords. In addition to setting a
maximum price per keyword, bids may include time, language, geographical, and other
constraints. Search engines originally sold listings in order of highest bids. Modern search
engines rank sponsored listings based on a combination of bid price, expected click-through
rate, keyword relevancy and site quality.
2.2.3 Social Media Marketing
Social media marketing is commercial promotion conducted through social media websites.
Many companies promote their products by posting frequent updates and providing special
offers through their social media profiles. Social media marketing is commercial promotion
conducted through social media websites. Many companies promote their products by posting
frequent updates and providing special offers through their social media profiles. Social media
marketing programs usually center on efforts to create content that attracts attention and
encourages readers to share it across their social networks. The resulting electronic word of
mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social
networks, instant messages, news feeds) about an event, product, service, brand or company.
When the underlying message spreads from user to user and presumably resonates because it
appears to come from a trusted, third-party source, as opposed to the brand or company itself,
this form of marketing results in earned media rather than paid media.

2.2.4 Mobile Marketing
Mobile advertising is ad copy delivered through wireless mobile devices such as smart
phones, feature phones, or tablet computers. Mobile advertising may take the form of static or
rich media display ads, SMS (Short Message Service) or MMS (Multimedia Messaging
Service) ads, mobile search ads, advertising within mobile websites, or ads within mobile
applications or games. Industry groups such as the Mobile Marketing Association have
attempted to standardize mobile ad unit specifications, similar to the IAB's efforts for general
online advertising.
Mobile advertising is growing rapidly for several reasons. There are more mobile devices in
the field, connectivity speeds have improved (which, among other things, allows for richer
media ads to be served quickly), screen resolutions have advanced, mobile publishers are
becoming more sophisticated about incorporating ads, and consumers are using mobile devices
more extensively. The Interactive Advertising Bureau predicts continued growth in mobile
advertising with the adoption of location-based targeting and other technological features not
available or relevant on personal computers. In July 2014 Facebook reported advertising
revenue for the June 2014 quarter of $2.68 billion, an increase of 67 percent over the second
quarter of 2013. Of that, mobile advertising revenue accounted for around 62 percent, an
increase of 41 percent on the previous year.
o Simple, fixed applications involving pre-defined and pre-established operations
o Applications and devices which a user can program
o Fully flexible, automated applications and networks of devices that help out home
consumers by providing them with information or that can programmed for enabling
information sharing with others (NYSOFA, 2012)

2.2.5 Email Advertising
Email marketing/advertising is directly marketing a commercial message to a group of
people using email. In its broadest sense, every email sent to a potential or current customer
could be considered email marketing. It usually involves using email to send ads, request
business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
Email marketing can be done to either sold lists or a current customer database. Broadly, the
term is usually used to refer to sending email messages with the purpose of enhancing the
relationship of a merchant with its current or previous customers, to encourage customer
loyalty and repeat business, acquiring new customers or convincing current customers to
purchase something immediately, and adding advertisements to email messages sent by other
companies to their customers.
Email marketing is popular with companies for several reasons:
 An exact return on investment can be tracked ("track to basket") and has proven to be high
when done properly. Email marketing is often reported as second only to search
marketing as the most effective online marketing tactic.
 Email marketing is significantly cheaper and faster than traditional mail, mainly because
of high cost and time required in a traditional mail campaign for producing the artwork,
printing, addressing and mailing.
 Advertisers can reach substantial numbers of email subscribers who have opted in (i.e.,
consented) to receive email communications on subjects of interest to them.
 Almost half of American Internet users check or send email on a typical day, with email
blasts that are delivered between 1 am and 5 am local time outperforming those sent at
other times in open and click rates.
 Email is popular with digital marketers, rising an estimated 15% in 2009 to £292 m in the
UK.
 If compared to standard email, direct email marketing produces higher response rate and
higher average order value for e-commerce businesses.

Chapter 3: What does it take to do native well?
3.1 Consumers Coming to Accept Native Advertising Done Right
Back in 1951, Hallmark made a mark with its Hall of Fame television programs, which still air
today. The award-winning series is arguably one of the earliest examples of "native"
advertising-advertising that is secondary to the message being delivered, but impactful through
its association with valued content. Since the 1950s, advertorials and product placements
emerged, and, as the internet and online commerce took hold, Amazon blazed trails by serving
up book recommendations to users based on their previous purchases and online behaviours.
Today, these sorts of activities-designed to deliver advertising content, online or via mobile
devices, to consumers who have demonstrated their potential interest in the product or service-
are known as native advertising. The practice lives on a continuum between "annoying" and
"useful," depending on the perspective of the consumer. The goal for marketers is to land
somewhere closer to the useful end of the spectrum.
"The whole idea of trying to influence opinion through content that's been created by a brand
or marketing is not new," says Larry Weber, author of the recently released The Digital
Marketer, chairman and CEO of the marketing services agency Racepoint Global, and founder
of Weber Shandwick. But, he adds, in the past, "We at least had to put on it that this was an
advertisement." Today, he says, the delivery of advertising content has become somewhat
murky and less direct, and that can be problematic.
"Do people want great content to help them make decisions on everything from buying to
advocacy? Sure. But they don't want things in their face, and that's the mistake that I think a
lot of marketers are making-they're interrupting the experience, and I think that's wrong." There
can certainly be value for those who get it right.

The online marketing firm HubShout found, in a survey of 425 randomly sampled internet
users, the following:
 72.8% of internet users who have read sponsored content believe it has equal or greater
value as non-sponsored content on the same website.
 66.1% of internet users find sponsored links to suggested content at the end of articles to
be the most helpful form of native advertising.
 66% of internet users presented with sponsored articles and banner ads said they prefer
clicking on sponsored articles over banner ads.
Patrick Quigley, CEO of the advertising technology firm Vantage Media, says native
advertising "is the new black-it's there; it looks good; and it's not going out of style any time
soon." Vantage Media's research supports HubShout's findings. Still, he points out, not all
native advertising is "smart native." There are standards, he says, that should be considered by
marketers to leverage native advertising to meet their goals. These include the following:
Informative content. "A reason why native advertising carries a negative perception may be
from the days of the in-your-face advertorial," Quigley says. "If the content is useful and
presents something your audience didn't know before, they're likely to trust it and refer back."
Continuous improvement through testing. Quigley recommends testing for everything from
tone to length to layout. In addition, consider factors like time of day and other events
happening in the world when laying out campaigns.
The use of analytics to prove results. "Native advertising is expanding into new areas of
media and there are stats to prove it's having [an] impact, down to where and with whom," says
Quigley. As Hallmark's success illustrates, the content delivered through native advertising
must be high-quality and must be valued by the audience to achieve desired results. The days
of "content mills" are waning. Mark Howard, chief revenue officer for Forbes Media in New
York, says Forbes was a very "early pioneer in this space, long before it was referred to as
native advertising." Its approach was to invite marketers who had expertise to become part of
the content experience on Forbes.com. Users value this content.

"Research continues to validate that readers of these websites are, number one, aware that the
content is there because a marketer paid to place it-and, two, have strong feelings that the
content is valuable to them. The "State of the Media 2014" report from the Pew Research
Center's Journalism Project indicated that BIA/Kelsey estimated that native advertising
revenues reached $2.3 billion in 2013 (up from $1.6 billion in 2012) and projected that revenues
would reach $4.6 billion by 2017.In 2013, Forbes teamed up with IPG Media Lab and
conducted a study of the effectiveness of branded content. That research indicated that branded
content provides better brand recall than display ads. In addition, it was found that pairing
display with branded content serves to boost awareness.
In addition to quality, transparency is imperative. It's terrible and immoral to try to hide the
fact [that it's advertising].The future of marketing is about transparency and honesty and truth."
If the content is high-quality, people don't care if someone paid to deliver it.
3.2 Content Marketing
Gone are the days of the Mad Men of Madison Avenue. Sad as it is, not only is the midday
drinking and smoking gone for good (mostly anyway), but the ads of old are gone as well.
Advertising in 1950, 1960, and beyond, was about a cheesy, geo-blanketed, retail-heavy
message. "Come on down and save, save, SAVE!" Today, the game is different. In the world
we live in, what we call the "internet maturation phase," we are covered in white noise.
Mindless drive from every product seller in the world.
We are smothered with ad and logo placements to the point where we tune most of it out.
Except for the stuff we really care about and that is where the paradigm shift comes into play.
Smart advertisers are now focusing on a different form of advertising. And it looks a lot like
its marketing brother from another mother, content marketing.
Few questions that needs to be answered:
 Do anyone remember a time when so many advertisements had deep storylines?
 Do anyone remember a time where the 30 second ad was outdone by the well-done 60
second, even 120 second ad?

It's a new age. It's what we like to call content advertising. It throws out high-frequency 30-
second ads which hammer you over the head with loud announcers and endless sales. Now it's
about a story. A feeling. A brand wishing to make a connection with us, the consumers.
Content Advertising is about two things.
The Story-This is not about a pitch. It's about the story behind a product. Content Advertising
brings the story to the forefront. Even some of the fictitious stories-like those of a
swashbuckling Captain Morgan-get us thinking about how the original purveyors might have
intended the product to be enjoyed. The story is everything. If it shines through, you win. If it
is diminished by Madison Avenue retail nonsense, you lose. Simple as that.
Being Personal-Let's use Apple as a case study for this. Every ad it puts out could easily be
about how wonderful the iPad Air 2 is. But it lets their consumer's personal experiences tell the
story instead. In my opinion, that has far more impact.
Products impact us personally. When a brand recognizes this and synthesizes it into an "ad,"
that's where the magic happens. Apple's ads are true. iPad's are used for countless purposes in
today's connected world and they deeply impact our lives, our health, and our well-
being. Showing the stories of people impacted by these devices makes it personal. And when
advertising gets down to a personal level, it connects.
Traditional advertising is dead. Content Advertising is alive and well, and the sooner we
understand its value and impact, the sooner we content creators and marketers will see our
brands thrive.

3.3 Why Content Marketing ROI Tools are Flawed and What to Use
Marketing to busy audiences is increasingly complex. It requires strategies to engage multiple
stakeholders throughout multi-stage sales cycles, conducting an intelligent dialogue, and
making a well-reasoned case for engagement. Successful marketers take a comprehensive view
of their customer by considering their changing industries, job roles, jargon, challenges, threats,
pain points, aspirations, and opportunities. What remains eternally true throughout the
marketing process is that the customer is at the heart of every business' success.
The foundations of great marketing are:
 Authentic, intelligent interaction
 Innovative method of delivery and a creative end-product
 And always - always - designed in measurement from the outset. This allows us to analyse,
review, and learn -- and to report success
Between CRM tools and the influx of connected devices, marketers are processing more real-
time data than ever before - and they will struggle to make sense of it all. The industry has
plenty of data gathering and visualization tools, but the big challenge will be insight and smart
action. Marketers are expected to overcome the glut of data as a no-excuses approach to
campaign performance analysis takes root. The abundance of measurement tools means that
marketers can no longer get away with unmeasured initiatives. They must have a plan to align
marketing activities with business objectives, and to then report on their outcomes.
Today, there's a lot of talk -and a lot of confusion about content. Marketers who have been
constrained by bullets and feature lists can finally give compelling stories the centre stage with
content marketing. While 86% of companies implementing content marketing programs
according to the Content Marketing Institute and Marketing Profs, most marketers struggle to
measure the ROI of their content marketing programs and here's why: They are measuring
the wrong things.
The biggest problem that we see repeated across marketing departments, verticals, sectors, and
geographies is that marketers fail to thoroughly and accurately define the value that their
campaign must deliver to their business. The value of a campaign can vary widely, and may
include measurements such as leads, search ranking, social growth, engagement, registrations,
sales, demo requests, free trial sign-ups, customer wins, and more.

Typical measurements such as likes, hits, and shares - even conversions - fail to expose the true
nature of the customer's engagement with a brand and their likelihood to engage in further
desirable behaviours. Additionally, every campaign should not use the same measurement
techniques to validate its effectiveness. What works for a promotional email campaign may not
work for customer showcase.
3.4 How CanMarketers Bridgethe ContentCreationandMeasurementGap
Information architects and writers must collaborate to provide junction points and give users
the ability to decide how deep their commitment to the story will be. And marketers and
analysts must also work together to measure the accumulative impact of those interactions.
Now, more than ever, marketers must become adept statisticians, with a variety of tools and
techniques to measure program effectiveness, all while mapping overall performance back to
the objectives of the business. Marketers must match the right tool to the job and measure ROI
as it relates to the customer lifecycle. By creating content that is tailored to each phase of the
lifecycle, and then using the right tools and techniques to evaluate the success of that content
at that particular phase of the customer journey, marketers can capture a more complete and
nuanced view of campaign effectiveness.
There are three steps that marketers need to take before they invest a single dollar or minute
into new measurement tools.
1. Rethink your definition of success
2. Understand meaningful connection and engagement vs. visibility with customers
3. Investigate the measurement tools before you commit - choose the right tool for the job.
Marketers can measure nearly everything now, and rather than taking a historical view of
measuring what worked, they should use this analytical power to anticipate their best
move. Marketers should weave together the data that is revealed through likes, shares,
downloads, etc. to tell a story about the sustained quality of engagement.

3.5 Three Digital Content Lessons from 2014
Being a Digital Native is Hard Work
Just when I thought I had a handle on the technology or media industry, some new gadget or
app came along and blindsided me. There is just so much to keep up with, from company
acquisitions, to new gadgets, to waxing and waning media trends. It's not easy staying in the
know.
In 2014, the news started to change. Social media companies took notice and started pushing
out news along with the typical status updates and tweets to expect. No more jumping from
GigaOm to CNN and back to Slate. All to do these days is pop over to social media site of
choice to see what's going on. Take Facebook for example. Pew Research reported in
September of 2014 that roughly two-thirds (64%) of U.S. adults use Facebook to get their news.
That's a big chunk of people, almost 30% of the general population.
Online Privacy is Essentially an Oxymoron
Sure, you can change your passwords every month and lock your Facebook settings to
"private," but no one is ever really safe from a good hacker with a lot of time on his hands. Just
look at Sony. One of the biggest media companies in the entire world suffered a debilitating
breach of privacy in 2014. Remember when Dropbox and Apple's iCloud were hacked just a
few months back? Let's face it: 2014 was the year of privacy breaches. And the worst part is,
things could only get worse.
In Pew Research's Privacy in 2025: Experts' Predictions survey, online experts sounded off on
what they think will happen to online privacy in the future. Some said that a secure online
infrastructure is impossible in the future, especially in the United States where personal
freedom seems to trump all. Others noted that if we don't come up with a viable solution to
keeping personal data safe, we run the risk of a global catastrophe.
No matter which side you fall on, the privacy debate could have a strong impact on media
companies and how they reach users. For example, Pew Research also reported that, "80% of
those who use social networking sites say they are concerned about third parties like advertisers
or businesses accessing the data they share on these sites." In the year 2015, media companies
have to be extra careful regarding what kind of information they ask users to provide for
marketing and advertising means. If they push too hard, they run the risk of users clamping
down on their personal information, and becoming increasingly unwilling to provide anything
to untrusted parties.
Be entertaining – Generation N is crying out for entertainment

Being entertaining demands creativity, and our experts agreed. In our expert survey*, we
asked respondents for their top three best practices for successful native advertising.
Top opinions are listed below as from highest to the least preferred:
• Be creative
• Be innovative
• Be authentic to the tone and values of the brand (don’t pretend to be something you’re not)
• Tell a great story
• Be authentic to the tone and values of the media owner
Align with consumers’ interests – tap into their passion points
The audience must be able to relate to this content, so it has to be relevant and resonate. As
we’ve said, authenticity is vital here; the brand must find a topic that’s not only of interest to
the reader, but genuinely relevant to the brand as well. Generation N consumers can spot a
phoney a mile off – remember, they’re experts in content consumption.
Be relevant to their current online activity – don’t interrupt
Another vital rule to follow is the need to have a ‘human’ feel, and to sit naturally alongside
the editorial. The worst crime possible in native is that you interrupt the user – 75% of
respondents to our consumer survey told us that they felt online advertising should be less
forced.
Paul Wilson, Managing Partner at media agency SMV, says: “If you are distracting somebody
or you’re encouraging them to click on something to go to another place, then you’re not
delivering on that promise, and that’s frustrating.”
Get this wrong and it’s not only the brand that suffers; the publisher loses credibility and
ultimately their audience could choose go somewhere else. The editorial environment is a
crucial part of the native approach, which means brands must choose partners carefully and be
respectful to the user experience.

3.6 How to Win the Content Numbers Game
It's time to face facts: Everything is a numbers game. From fantasy football to digital
advertising campaigns, we yearn for more numbers and more analytics. Content marketing is
no different. On a podcast called Conversion Cast (it's a great one if you haven't subscribed),
the host Tim Paige and guest Brian Dean (from Backlinko) spent an entire episode talking
through the tactics and metrics behind a single post from Dean that garnered more than 5,000
shares on social media.
Experts-such as Michael Hyatt, Derek Halpern, Dean, and more-point to specific techniques to
get the numbers we all desire. And here's a little secret: It's not hard; it just takes time, attention,
and action. Here is a synopsis of my favorite actionable techniques from around the web to
boost your numbers in a hurry.
Build your email list-This is, far and away, the top technique from every expert and non-
expert out there. If building your email list is not a top priority in your business, it needs to be.
Email lists are the holy grail of marketing (for now anyway-texting to smartphones will soon
take that mantle, in my humble opinion). Offer something of value to your audience. Use a
simple Mail Chimp data capture form, and start an email list today. It will be your most valuable
sales asset, period. This is not a best guess-this is a fact.
Teach-What do you know that your audience doesn't? Better yet, what are they starving for?
Gary Halbert's most famous advice before: "Find your starving audience and feed them."Take
the skills you have built during your career, and put them down in the written word, blog
posts, and videos, Sanskrit. There is always someone coming behind you who would benefit
from your expertise.
Find the pain - We are all consumers. There is nothing better than finding the right product at
the right time that solves a problem. Creating content about painful problems can set you on a
path to true success. The world's most successful entrepreneurs are successful because they
find the pain and provide meaningful and useful solutions.
Headlines - Part of content success is how you name or title your piece. Many experts-
including a couple of my favorites, Jeremy Frandsen and Jason Van Orden from Internet
Business Mastery-say you should take as much time or more on the headline as you do on the
content itself. Formulas such as the "How to" headline, the "End Result plus Time Period plus
Overcome Objections" headline, or even the "List" headline are the toast of the content world.

Give until it hurts - Not literally, but give, give, give. Try to give away a resource guide or
some piece of content all of the time. Ebooks and PDFs in which you teach or share insider
secrets are the types of things your audience will soak up. Always put your contact information
and an email auto responder link at the end of your ebooks or PDFs, because you never know
who will read it. And as we talked about previously, building your email list is key.
See what quality content already exists and make it better - Do not be afraid to review
existing popular pieces of content, polish them, and make them your own. They are not
advocating plagiarism. Find what worked for them, improve or tweak their concept or structure,
and make a similar piece of content in your own niche. As this year comes to a close, remember
that it's a numbers game, and can either be playing the game well or be floundering with little
traffic and little influence. It will require persistence and discipline, but in the end, the more
your content takes on the tactics previously mentioned, the more you will succeed.
In Branded Content We Trust - As the line between editorial and advertorial continues to
blur, so does the public's confidence in content from publications versus brands, as evidenced
by new industry research that explores this topic-with some unexpected results. A new study
by Vibrant shows that only 2% more of consumers trust content from publications (35%) than
from brands (33%); and yet, there are more consumers who distrust content from publications
(18%) than there are who distrust content from brands (15.5%). Additionally, the number of
consumers that distrust content from media titles they know (12%) is double the number who
distrust content from brands that they know (6%).
The fact that consumers' level of trust in branded content is even on par with editorial is very
surprising, says Craig Gooding, founder and executive chairman of Vibrant, in a written
statement. "Moreover, the higher levels of distrust in publishers' content than branded content
shows far less cynicism about branded content than we expected. We know that good editorial
keeps consumers on pages, but we haven't quite understood that brands are now creating
excellent editorial." Other experts were also surprised by the survey's results, including Jake
Burns, founder of SouthDirekt. "It shows how the prior church-and-state line between editorial
and advertising in publications has nearly completely eroded. This means that, to earn reader
trust, digital publishers and marketers should adhere to two simple principles: truth and
quality," Burns says. "If we tell a compelling but still truthful story, the reader will listen and
be more likely to engage and trust the source, be it a publication or advertiser."

Vicki Kunkel, CEO of Digital Wits, was also taken aback by the survey's findings, but more
so by the distrust numbers (12% versus 6%). "I thought that margin would have been higher
because studies over the past several years have shown a clear eroding of public trust in
traditional publishing operations-and especially journalists," says Kunkel. The reason
publications won the trust question-but lost big on the distrust question-is because they have
fewer touch points than brands, she notes. "Brands interact with us in so many ways-through
products, services, advertising, and content. The more touch points we have, the more chances
the company gets to earn our trust. With publications, content is pretty much their only game-
meaning fewer opportunities for the consumer to interact with and establish close trust ties,"
says Kunkel.
The study also revealed a number of other interesting results. When consumers want more
information about a brand or product after seeing an ad, 33% of respondents said the most
useful source of information was the advertiser's own website. This was five times the number
of consumers who stated that articles written by journalists about the brand or product are the
most useful source of information (6%). Even advertorials-articles written by the brand
advertiser themselves but displayed on a third-party publisher's website-ranked higher than
those written by journalists, with 8% of consumers stating that they found advertorials to be
the most useful source of information about the brand or product. And 46% of respondents said
they were receptive to articles written by brands, while 19 percent reported that they were
unreceptive to that format.
Branded content is now as acceptable to consumers as editorial, Gooding says, because
consumers are more aware of the biases within the media, regardless of the organization that
is producing the content. "In fact, the prevalence of partisan editorial has eased the acceptability
of branded content into consumers' media intake. Consumers' cynicism of all content has meant
that they don't discriminate as harshly against branded content as might be thought, even though
it has an underlying objective to push product," says Gooding. The depth of relationship
consumers have with brands-they eat brands' food, place brands' diapers on their babies, wear
brands' clothes, clean their houses with brands' products-may mean they are more inclined to
trust content from brands they know rather than media titles they know, Gooding adds.

For publishers to increase consumer faith in their publications, content providers need to be
more understanding of people's needs. "Consumers today are savvier and busier, but also
bombarded by content and brand messages from every angle, every minute of the day. This
means they're more selective about what they choose to engage with and where they ultimately
invest trust," says Christian Jorg, CEO of Opentopic. "That's why content should be centered
on the needs of the audience versus the product or company. For marketers and publishers
alike, this kind of consumer-focused approach is critical to developing relationships and trust
with today's consumer." Simon Slade, CEO and co-founder of Affilorama, agrees. "In your
content, sympathize with your readers. Explain why you share their plight and why your
product or service will help," says Slade. "When discussing your brand, focus on the product
or service's benefit rather than its features."
The key to boosting consumer trust is to focus less on traditional content that merely informs
and focus instead on activity that drives consumer behavior change, Kunkel believes. "Content
doesn't change behavior; action and involvement does. Active content generates more intense
touch points. There is so much informational content out there that consumers are experiencing
content fatigue," says Kunkel, who also recommends surveying your customers to find out
what types and formats of content they want from you. To achieve integrity in the process of
creating and placing content, especially native advertising, Gooding suggests that editorial and
advertising teams need to collaborate better. "Both brands and publishers need to be transparent
with consumers that the content has commercial objectives. Overt labeling and clear signals
should communicate to consumers that native ads are marketing messages," adds Gooding.
To effectively introduce branded content without compromising your relationship with
consumers, offer helpful and insightful information that the reader can use. "Include valuable
information that provides the answers that users are looking for. You don't want to give away
the store, but provide something that makes it clear that your brand is a trusted resource, and
put a call to action in your content," says Kenneth C. Wisnefski, founder and CEO of WebiMax.
Ultimately, it's important to remember that consumers want good content, and they aren't that
concerned where it comes from. "We in the media industry have to stop thinking of brands
purely as advertisers. Brands are creating credible content that consumers are trusting,"
Gooding says. "These study findings should reassure marketers and publishers that if they act
responsibly, they will not compromise their relationship with consumers." Relevance,
proportionality, and appropriate placement are the three most important considerations for
maintaining that relationship.

3.7 Shake Up Your Mobile Strategy for 2015
With Americans now spending more time on mobile devices than on desktops or laptops,
brands need a marketing strategy that embraces mobile. And yet, many brands are struggling
to find a coherent mobile strategy. One mobile media company says that brands that don't "get
mobile" must overhaul their marketing strategy in 2015 or risk becoming as obsolete as a flip
phone. Companies can no longer create a responsive website and claim that they have a mobile
strategy.
Smartphones and tablets are very personal devices. People carry them everywhere, unlike
desktops or even laptops, so marketing needs to be tailored to how people use their devices.
"Indiscriminant push notifications, irrelevant brand messages, and clumsy and complicated
mobile interfaces do not impress consumers," says Marla Schimke, VP of marketing at Zumobi,
a provider of integrated app content and advertising experiences on smartphones and connected
devices. "Understand mobile content marketing is all about the consumer."
Brands are beginning to understand that mobile content marketing strategy is not a sprint, but
a marathon," Schimke says. And yet, the marathon is comprised of countless sprints, as brands
can no longer rely on a catchy saying ("A diamond is forever.") or jingle ("Have a Coke and a
Smile.") to be the tent pole of their marketing strategy, according to Schimke. The advent of
mobile as a media platform has thrown a proverbial wrench into branding and marketing teams'
creative processes, as they no longer have to think of that one catchy idea-they have to think
of 1,000 catchy ideas," says Schimke. "Additionally, they have to think about where and how
they will appear and ways to keep their consumers connected to their brand.
However, a complete overhaul of a company's marketing strategy may not be necessary if its
business model and marketing initiatives are aligned, says Michael Blumenfeld, managing
consultant for financial services at Maxymiser, a provider of cloud-based testing,
personalization, and cross-channel optimization solutions. "The business model and goals
dictate the outcome of the strategy," Blumenfeld says. A major marketing redo would only be
necessary if a company doesn't have a mobile strategy yet or if its "current mobile strategy
supports X and you're looking to support Y," Blumenfeld says. According to a recent IBM
survey, most enterprises understand that getting mobile right is a key part of their marketing
strategy. "84% of CIOs rate mobile solutions as a critical investment to get closer to customers,
while 94% of CMOs ranked mobile apps as crucial to their digital marketing plans," says
Michael Gilfix, director of enterprise mobile product management at IBM.

Gilfix points out that apps such as QuickPay and Popmoney are making it easy to pay restaurant
bills, for example, and Dominos' allows voice ordering. "More companies should be
challenging themselves to emulate and improve upon innovations like these, turning mobile
strategy into a competitive advantage for their business. Despite the progress, experts say that
there's much work to be done if companies are to capitalize on mobile's promise. Take apps,
for example. IBM says that 80% of apps (see graphic) are used only one time and then deleted.
Gilfix says that Gartner, Inc.'s research shows that only 1 in 10,000 mobile apps will be
considered financial successes by their developers through 2018.
Creating a more engaging and personalized app experience could "represent significant
opportunities in terms of loyalty and revenue," Gilfix says. "For example, 75% of mobile
shoppers take action after receiving a location-based message. By designing for mobile from
the ground up, organizations can provide targeted, cloud-based push notification technologies
to maximize mobile customer engagement and drive a consistent brand experience through
multiple channels. Blumenfeld agrees that the mobile experience is not where it needs to be.
"Many people continue to feel that responsive design websites are the end all, be all," he says.
That statement is only true when a corporation has an understanding of what their client is
doing across devices.

There are several challenges that prevent widespread adoption of mobile strategies, including:
 Very few organizations have the foundation in place to capitalize on the power of mobile
as part of a holistic business strategy, instead of treating mobile as a soloed communications
channel.
 Companies are finding that mobile security is a serious concern and can slow down and
even prevent adoption of a mobile strategy.
 Apps and devices must be integrated with core business processes, workflow, and back-end
data and analytics in order to bring the power of mobile to the individual. Apps must be
built "from the ground up" to solve complex problems for customers
 2015 will be a challenging year as brands continue to react to consumers' rapid embrace of
mobile. The experts interviewed for this article were full of predictions for mobile in 2015.
Here are a few:
 Mobile will be embraced, 2015 will be the year that brands truly embrace the ‘mobile first'
mind-set. "Accompanying this trend, mobile content marketing spend will continue to
increase as brands experience the value of engaging the opted-in consumer with relevant
content marketing
 There will be more sophisticated apps. "Developers will create more sophisticated apps that
rely on analytics and cognitive computing capabilities to better engage users," says Gilfix.
"Developers will be able to better access and store data generated by the apps and make
better sense of that data to improve the user experience. Increased use of cognitive
technologies like [IBM's] Watson will lead to the development of apps that ‘learn as they
go' and use data to help shape entirely new markets."
 Mobile payments will catch on. Mobile payments opportunities in developed markets will
continue to rise, with merchants increasing use of technologies including geo location and
analytics to create greater value propositions for consumers-before and after the transaction-
in order to increase consumer interaction and influence changes in purchase behaviour and
loyalty
 There will be beautiful storytelling. As brands embrace marketing on a mobile device, great
content creation and beautiful storytelling will become an integral part of brands mobile
marketing strategies
 Video advertising's growth will continue, according to Schimke

3.8 Multichannel Content Marketing Is Your Next Challenge: Here’s How
to Overcome It
As a senior marketer, you are probably tired of hearing about anything related to content
strategy—multichannel, omni channel, or otherwise. Chances are good that you may have even
been asked about this by a C-level manager—it’s become pervasive. As with other digital
marketing tactics that have roared onto the scene during the past decade, the content marketing
ecosystem has mushroomed in only a couple of years, and the result is more confusion than
clarification, with hundreds of vendors vying for your business. And yet, while multichannel
content marketing may be the theme du jour rife with players, a few do’s and don’ts will help
ensure your marketing organization is getting the job done.
Do audit the state of your operation - how does your company perform up against two
competitors and one best practice company in the primary channels? Do you have the right
resources in place to execute a multichannel content strategy? How many existing content
assets do you have and which are usable? How much new content do you need to be developing
on a monthly basis, and who is going to define the strategy and create those assets? What do
your website stats say about popular versus underperforming digital content assets?
Don’t commit to a formal strategy until you’ve done testing - In spite of all the hyperbole,
no one really knows what they’re doing when it comes to multichannel content marketing. So
keep your boss at bay for 90 days while you do some testing and figure out the lay of the land.
Top advertisers with big budgets outspend competitors in every conceivable channel the rest
of us need to do some testing to define a plan.
Do make multichannel content marketing part of someone’s job description- additionally,
you can add a line item in a vendor agreement, with bimonthly check-ins to monitor activities
and progress. This could fit neatly into a digital marketing manager’s roles and responsibilities
or a public relations firm’s deliverables.
Don’t overspend on technology - yes, there are plenty of tools available to make distribution
easy and measure performance, and you should definitely be using one or more of these, but
strategy and talent will dictate success or failure, not the technology. There are hundreds of

enabling technologies to choose from, but it shouldn’t cost more than a few thousand dollars
during your first year or two of operation to execute a program.
Do pick your battles -You probably don’t have the resources to be a player in every digital
channel. Evaluate which are a good fit, and surrender the others (at least temporarily). Most
companies need to be active on Facebook, Twitter, and LinkedIn, but the rest are nice-to-haves,
dependent on industry segment and resources. We regularly tell B2B clients to leave Facebook
alone until they get their core channels humming.
Don’t avoid Google - Although it’s not getting much attention these days, many consider it to
be molting. Google has never been averse to shutting down failed experiments, but Google+ is
too important to its long-term digital domination to abandon. Most importantly, Google+
activity contributes to SEO performance.
Do pursue hidden gems in your niche - Everyone is familiar with the major digital channels,
but each industry sector has specialty websites and bloggers that don’t boast monster traffic
numbers but are influential and accessible. Examples are Glide in arts and entertainment and
Cloud Showplace in technology. Seek out these hidden gems, find out what they’re looking
for—original content or modest sponsorships—and assess the opportunities within the overall
program options.
Don’t overlook second- and third- order ROI metrics - it’s usually difficult to quantify
direct ROI to content marketing efforts, which is what senior management wants to hear about.
Packaging content marketing with other digital marketing tactics and creating a website-wide
conversion metric is one workaround. Another approach is to focus on controllable metrics
such as general digital footprint stats. With careful analysis, you will be able to attach content
marketing to new business activities, but it’s not as straightforward as low-funnel activities
such as search.

Do make sure a newsletter is part of your strategy - Email newsletters don’t get the attention
they deserve in digital marketing these days. Maybe it’s because they’ve been around for so
long and have lost their luster. But an opt-in newsletter outperforms nearly every other digital
tactic when it comes to maintaining a profile among customers and prospects and direct
response. Distributing an email newsletter is a low-effort tactic that delivers terrific results.
3.9 Lessons from 3 Great Native Ads
Native advertising is having its big moment. When done right, it has tremendous pull with
consumers. According to Nielsen, native ads produce as much as an 82% in brand lift. An info
graphic from MDG Advertising says 70% of individuals reported that they would prefer "to
learn about products through content rather than through traditional advertising."
It's clear that consumers want great content, not canned messages. If brands can reach their
target niche, they can enjoy increased awareness, sales, and loyalty. Let's take a look at three
companies that have pulled off excellent native advertising campaigns, as well as how you can
emulate their success.
Netflix and The New York Times: Provide readers with interesting and new information A
native ad cannot contain recycled content. It should be new, fresh, thought provoking, and
above all, valuable to the reader. To promote the second season of Orange is the New
Black, Netflix sponsored a native ad in The New York Times this past June. The post, titled
"Women Inmates: Why the Male Model Doesn't Work," included a well-reported article
written by a Times staffer, along with videos showing testimonials from women who were once
incarcerated. The topic of imprisoned women doesn't show up frequently in the news, so
Netflix seized the opportunity to fill a hole. The article provided eye-opening statistics, such
as the fact that 75% percent or more of female inmates suffered through sexual or physical
abuse, and that over the last 30 years, the number of women serving time in American prisons
has increased more than eightfold. People go to publishers like The Times to learn something
new. A native ad that teaches and informs is going to be effective. Don't repost information
that's already available online. Do the reporting and offer something fresh.

Allstate and The Atlantic: Adhere to the publishers' standards When people log on to a
publishers' website, they expect to see consistency across the content. If content is not up to the
editorial standard, it's going to stick out. In a sponsored post on millennials' work habits,
Allstate provided original reporting and a handy infographic to illustrate its points. The writing
was on par with The Atlantic's other content. The first paragraph hooked readers like any good
piece of journalism should. It read, "It takes a certain blend of optimism and paranoia to sleep
with your phone within arm's reach. Something might happen-and I might miss it!" Though
the story wasn't in the traditional inverted pyramid style of journalism, it supplied fascinating
facts throughout that moved it along nicely.
Hanes and BuzzFeed: Match the tone of the publication
Before you create content-native ads or otherwise-you need to get to know your audience. Your
audience needs to feel as if you know exactly whom they are and are trying to give them content
they will appreciate, or else they won't connect with your brand. Hanes did exactly that.
BuzzFeed, a site known for its native ads, recently teamed up with the underwear company for
a sponsored post called "10 Of the Worst Moments In Any Interview." In a series of chuckle-
worthy animated gifs and one-liners, the post highlighted what does and can go wrong in
interviews.
The post was easily relatable to the BuzzFeed demographic, which is mostly made up of 18 to
34-year olds. People in this age group are often taking important job interviews for the first
time and experiencing the stress that goes along with it. When illustrated with a funny gif of a
gasping cat and a one-liner, it can help the audience feel better about their own interview
mishaps. They know they aren't alone in their career-related struggles.
When readers feel that content is applicable to their lives, they'll be more likely to share it with
their peers. Then paid media transforms into earned media, which is the goal of the sponsored
post model.

3.10 Why Paid Links Will Destroy Good Content, and How To Stop It
Quality is paramount to the success of content marketing; as opposed to older and more
traditional forms of marketing, successful content marketing is entirely dependent on good
ideas, true originality, and most importantly, giving something of value to your audience.
Fantastic content grows organically, gaining exposure and momentum through coverage on
blogs, websites, and social media platforms, meaning that companies don't have to spend
thousands of dollars to reach huge numbers of potential customers.
As a result, content marketing represents a sort of level playing field for marketers; small
businesses and large companies can compete head-to-head regardless of their budgets, because
good ideas are free and the only factor that counts is the quality of what you have to say.
Marketers always thought that, as content marketing became increasingly popular, it would
crumble under its own weight and customers would be battered into apathy by the sheer volume
of "stuff" vying for their attention. However, this was never the real threat, as no matter how
much noise is being created by marketers, the ideas which are truly original and valuable will
always cut through the racket and rise to the top, like wheat from the chaff.
Instead, the real threat to content marketing has always been the steady proliferation of spammy
SEO tactics, such as paid links and link selling schemes. Exchanging money for links which
effect SEO has always been explicitly banned by Google, and as a result most marketers
strongly dissuade their clients from buying or selling links due to the damage it could do to
their SEO. However, what marketers don't talk about is the larger effects paid link schemes are
having on our industry as a whole.
As shady webmasters and bloggers have begun charging for links, they've essentially become
a road block which is slowly restricting the channels through which good content gets shared.
By charging for links, mentions, and content placement, these webmasters are disrupting the
way good content should be shared - organically, purely on the merits of its quality. If this trend
continues, the deciding factor in how much exposure a brand gets will, once again, be the
advertising budget attached to it, effectively putting the power back into the hands of larger
companies, because smaller businesses can no longer compete purely on the merits of their
work. Everything content marketing is dependent on - value, originality, and ingenuity - will
no longer be the crucial factor for success, as anything with a big budget attached, no matter
how mediocre, will gain more exposure.

As existing websites start to change their business model and chase this sort of revenue,
legitimate content creators will have fewer and fewer platforms from which they can gain
exposure and build links. Crucially, the customers - the sole reason why this whole industry
exists - will stop caring, because the kind of content which made them care in the first place
will stop getting through to them. Of course, top tier sites will never change, as their success is
dependent on publishing and sharing the best of the best. However, as more low and mid-tier
sites start selling links, it means that the lower rungs of the content marketing ladder are being
kicked out for anyone who doesn't want to risk the wrath of Google by buying links. It's difficult
to jump from your first ever blog to the front page of The Huffington Post, so content producers
are still reliant, to some extent, on these smaller sites where they can build a following and
refine their craft. Unfortunately, it is exactly these sorts of sites which are becoming the
problem.
So, if the spread of shady SEOs, paid links and unethical webmasters are sounding the death
knell for content marketing, what can be done to stop them? We talked to some leading SEO
experts to see what they have to say about it. Ana Zoria is a SEO and PR expert, currently
heading up outbound SEO at My Voucher Codes, one of the U.K.'s leading discount sites. She
says, "Although Google has definitely hit back against web spam with the Penguin and Panda
updates, I think another way we could see a meaningful change is if links get devalued and
social shares become much more valuable. It is extremely difficult for spammers to manipulate
social signals because it is extremely hard to accurately imitate the behaviour of real social
media users, so it would be very easy for Google to identify and ignore shares coming from
fake users."
Zoria adds, The great thing about this strategy is that, since links will become increasingly
valueless, spammers won't be willing to spend money on them, so it will crush the demand for
websites which sell links. However, legitimate content - the kind of stuff which people actually
share and engage with on social media - will continue to be an important part of SEO. Nelly
Berova, director of digital marketing agency Art Division believes that this is very much a
matter of supply and demand. For as long as there is a marketer looking to buy a link, there
will be a seller willing to offer this service. This means that low quality content will continue
to pollute the online sphere.

Change must start from within, and marketers and customers should be at the forefront of
tackling this issue," says Berova. "It means that us, the agencies, need to educate our clients,
and it is clients who should demand better, cleaner and more relevant link/reputation building
for their businesses from their SEOs. Berova adds, "As well as this, Google is reducing the
power of page rank and instead putting more of an emphasis on things like trust and citation
metrics. Therefore, the purpose of links are becoming less valuable, which means that the ‘link
selling farms' will become less popular."
Ironically, good content could be just the solution websites that sell links are looking for. The
reason these sites charge for links is they are unable to monetize their sites through legitimate
means of paid advertisement. They are unable to do this because they don't attract the sort of
traffic that would make buying ad space on their sites worthwhile, and they don't attract much
traffic because most of the content they publish is written solely as a vessel for the links.
Expecting the webmasters behind these sites to suddenly change tactics might be a little
optimistic. Perhaps the answer lies with Google stepping up efforts to measure quality and rich
content. It has already made vast improvements in this area with the Panda updates, but as the
way we behave online becomes ever more sophisticated, some futurists think that how web
users behave and react to websites will become an increasingly important metric in how sites
are ranked. Ultimately, the only way we're going to see a change is if poor quality and spam
itself, as opposed to the indicators of spam, get penalized.
3.11 Why Content Marketers Need Intelligent Content
Content marketers are tasked with delivering clear, concise, and relevant content to the right
prospect at the right time--content designed to convert prospects into customers. And, for the
most part, marketers have absolutely no idea how to do this. Ask any marketer what a great
marketing campaign looks like. You might be surprised how uninspiring the answer will be.
According to 2013 stats from the Direct Marketing Association (DMA), the average successful
direct marketing campaign (snail mail) has a conversion rate of about 4.4% (up to 10 to 30
times better than for email). Very successful campaigns might see 6% conversions. Seriously?
In what other industry would 94% failure be called a "success?" Only in marketing-and that's
got to change.

Marketers need to mature and move past the "spray-and-pray" marketing techniques that have
dominated for decades. Creating personas-and aiming content at the members of those
imaginary groups-is no longer enough. Marketers need to marry information about the
individual humans they hope to convert with the power of advanced techniques designed to
help deliver the right piece of content to the right prospect at the right time on the device of
their choosing. Content marketers need intelligent content. What is intelligent content? Simply
put, it is content that is not limited to one purpose, technology, or output. It is content that is
intentionally designed and constructed to be modular, structurally rich, and semantically aware-
and is therefore discoverable, reusable, reconfigurable, and adaptable. It's content that is both
able to be read by humans and processed by machines. When implemented correctly, it can
help content marketers deliver the right pieces of content to the right prospects with the
objective of driving profitable customer action.
Intelligent content hails from the world of technical communication. It got its start in the
technology sector, in which technical writers were charged with creating an increasing list of
deliverables (online help website, customer support content, user guides, learning materials,
and job aids) for several different platforms in a variety of languages. Technical writers didn't
just wake up one day and think, "Wow, we can do better." They were forced to adopt intelligent
content approaches out of necessity. They were overwhelmed with the sheer number of output
formats and channels into which they were required to provide content. They were crippled by
the volume of content they needed to produce. As more technical communication departments
began to see the value of intelligent content, software and services vendors began creating the
tools and technologies required to change the paradigm. Thought leaders, such as Ann Rockley,
began helping companies think differently about their content. Rockley and others convinced
some of the world's largest firms to stop thinking about content as documents, modularize the
content, and label each piece semantically. These individual chunks of semantically enriched
content were then able to be repurposed (often automatically with the help of software designed
for the purpose) in the myriad content types technical communicators were responsible for
creating. The result Technical communication departments that adopted intelligent content
became able to quickly publish content to multiple output channels without having to handcraft
each deliverable. They quickly discovered creating semantically rich modular content afforded
them the ability to do things they never envisioned, such as create dynamic content experiences
personalized to the individual customer, offer content as a service, and build deliverables on-
the-fly in response to threats or opportunities.

Content marketers can-and should-borrow lessons learned from technical communication
professionals who have adopted intelligent content. Doing so will afford marketers the
opportunity to beat the competition by differentiating themselves from the pack. Imagine being
able to efficiently and effectively create relevant content that can be routed to the right person
at the right time in the right channel in the right language, efficiently and effectively. It's being
done already, often in departments other than marketing. It will be interesting to see which
brands emerge as the leaders in intelligent content marketing. One thing is certain: The business
proposition for change is an easy sell. There are 94 percentage points available, and that's a lot
of room for improvement.
3.12 Can You Create Content that Builds KLT (Know, Like and Trust)?
There is large chasm between the people we know, like, and trust in this world versus everyone
else. This is the same with brands. Let’s look at a couple examples to expound upon these
important human emotions, ones that drive not only our affection for each other, but for the
people and brands we follow. Take our families for instance. Our families are people we trust.
If I wander out into traffic, my brother will jump in front of the car to save me. I trust that. We
know them, and their darkest secrets. Their hopes and dreams. And in most cases, we like them.
We enjoy their humor, their hugs, and their smiles. Brands fight for this same sort of
neurological real estate.
The chemical Oxytocin is a key player in these emotions and can explain why trusting
relationships can produce such loyalty. Oxytocin, sometimes referred to as the “bonding
hormone,” produces feelings of trust and empathy among people who feel part of
“something.” Conversely, oxytocin also triggers feelings of suspicion and rejection of
whatever is deemed untrustworthy. Brands try to trigger this hormone with their online content
but most times this backfires on them and puts the brand on the outside looking in.

3.13 Native Advertising Raises Qualms among Marketing Pros
The initial placements of native advertising (sponsored content) seem to have produced
excellent results for their sponsors. The native ads outperformed banner advertisements and
other types of digital advertising. Native ads are paid advertisements designed to look like
editorial content within a news source, a digital version of advertorials stuffed into many print
publications. To counteract the consumer’s learned behaviour of totally ignoring banner ads on
websites – often termed “banner blindness,” native ads deliver a smidgeon of soft-sell
marketing messages within substantive content that educates and/or entertains. On average,
native ads deliver 25% – 50% better performance with respect to recall and persuasion as
measures of ad effectiveness, according to Seraj Bharwani, Chief Analytics Officer at Visible
Measures Corp.
Publishers like native advertising because it increases revenue and expands editorial content;
sponsors like it because the editorial-like format carries much of the credibility of earned
media. As a result, marketers expect spending on sponsored content to grow over 30% per year
in coming years, according to a new e-Marketer report. The most pervasive examples of native
ads can be found in Facebook or LinkedIn feeds; the posts in social media feeds are labelled
“Sponsored. In spite of good performance to date, native advertising is not without its
problems. Creating effective sponsored content is difficult and can be costly; it requires
considerably more resources and effort than digital advertising. Reach – the ability to capture
a large target audience at reasonable expense – is a major challenge. Measurement of the reach
and effectiveness of sponsored content is also problematic – especially if publishers won’t
share their log results – given the inaccuracies of page view counts for websites. Include really
interesting education and/or entertainment (usually including multimedia elements) and be
clearly labelled as advertising or sponsored content. Digital advertising. Reach – the ability to
capture a large target audience at reasonable expense – is a major challenge. Measurement of
the reach and effectiveness of sponsored content is also problematic – especially if publishers
won’t share their log results – given the inaccuracies of page view counts for websites.
Many marketers and PR professionals express concern about the risks of using native
advertising. A LinkedIn discussion group initiated by content manager and business writer
Trina Moita revealed qualms about native advertising. Commentators cautioned that sponsored
content must:

Blend in – that is, look, feel and behave like the surrounding editorial content provide content
that’s relevant and useful to the specific publication’s audience include really interesting
education and/or entertainment (usually including multimedia elements) and be clearly labelled
as advertising or “sponsored content. As one expert said, the ads must “look, feel, and behave
like the editorial content from the publisher” and must “earn the right” to be among the news
and opinion articles.
If content creators fail to create relevant quality, the currently outstanding performance of
native ads may falter, some warned. The worst possible native advertising strategy would to
run blatantly self-promotional content resembling a banner ad. Although marketing and PR
professionals agree native ads should be clearly labelled as sponsored content, not all
publishers follow that practice. Readers who click on the ads thinking they’re the publisher’s
editorial content, may feel deceived and vent their frustration on both the publisher and
sponsor. One veteran communications professional is already doing that.
Back in the days when it was called an advertorial, most publishers would mark it plainly as
such and you knew what you were getting. But today, when I click a link thinking it is editorial
content, and get ‘native advertising’ instead… I feel duped,” said Garrett Donaldson.
Communications Director at JKR Advertising & Marketing. “If I am subsequently re-
marketed, I’ll click the link two or three times just to cost them the pay per click. Many readers
may not realize the pervasiveness of native ads.
Shining Example
The New York Times post, Women Inmates: Why the Male Model Doesn’t Work, provides an
excellent example of Native advertising. The article, sponsored by the Netflix program
“Orange is the New Black,” informs and entertains — but still sells. The article about the
treatment of incarcerated women is an outstanding case study because it is:
Well Researched. It provides statistics from credible sources like the Federal Bureau of Justice
and recommendations from the National Resource Center on Justice Involved Women.
Interesting. It offers a behind-the-scene look into prisons and their inmates and delivers a
compelling story to readers who may not have heard of the Netflix show. Credible It features
interviews with inmates, experts like a psychologist at the Center for Gender and Justice, a
founder of a support program for women released from prison, and the author of the book on
which the Netflix show is based.

A soft-sell. It seamlessly introduces the Orange is the New Black TV program. After presenting
the issue and backing it with interviews, it introduces the author as an additional expert. Rich
in multimedia. The article includes three videos of interviews with female inmates plus several
graphics that were created specifically for this article. The LinkedIn discussion mirrors the
wider ongoing debate. Both the Word of Mouth Marketing Association and the Interactive
Advertising Bureau have called for clearly labelling native ads as advertisements. But despite
the widespread desire for transparency, advertisers and publishers have yet to agree who is
responsible for labelling or how it should be done.
3.14 Publishers Must Act
Publishers must bear the onus for clearly labelling the content, argued Altimeter Group analyst
Rebecca Lieb in a Marketing Land article. She also urged them to create policies that set down
clear “church-and-state” divisions. Although the area is diverse and still evolving, publishers
and advertisers must start regulating themselves or the FTC may step in and regulate for them,
she warned. If publishers don’t get their houses in order, native advertising, which could be a
salvation, will instead be their downfall. Bottom Line: Although successful, native advertising
raises concerns among marketing and communications professionals. Successful native ads
must contain high-quality content that is useful, relevant and entertaining to readers and blends
in with surrounding editorial content.

3.15 Native Advertising Budgets Will Rise In 2015, Say Marketers
Still, most marketers devoted just up to 5 percent of their budgets last year to native ads.
Marketers are planning to increase investment in native advertising. Sixty-three percent of
marketers say they’ll be spending more on native advertising this year. That’s according to
a survey of 127 client-side marketers by the Association of National Advertisers (ANA). Native
ads reflect the look and feel of the editorial environment in which they appear. Publishers have
been rolling out native advertising opportunities — and adding editorial and creative staff to
create sponsored content — as a way to increase ad revenue, and often charging higher rates
for native ads than traditional banners.
In the ANA survey, conducted in the fourth-quarter of last year, the majority of those polled
(58 percent) said their companies used native advertising in 2014 and increased budgets by 55
percent from 2013. Despite that sizable percentage increase, native ad spending accounted for
just 5 percent or less of total advertising budgets for 68 percent of respondents in 2014. Of
those using native advertising, 85 percent are running campaigns on digital publishing sites
and 71 percent on social media sites. Eighty percent run native ads on article content, while
roughly 60 percent use native video and photo ad placements.
The seamless integration of native advertising with the content surround it raises red flags
around disclosure and ethics that the industry have been grappling with. Two-thirds of survey
respondents agree that clear disclosures are a must on native advertising. (Thirteen percent
actually said clear disclosure on native ads isn’t needed.) Native advertising is proving to be a
win for marketers, consumers, and publishers, said Bob Liodice, president and CEO of the
ANA. He warned, “However, consumers must be able to tell the difference between native
advertising and editorial. As such proper disclosure is mandatory. Marketers have a
responsibility to be transparent to maintain trust, and they must play a lead role in working with
publishers to ensure proper disclosure.
Adequate measurement tools also remain a challenge for native advertising campaigns, say
marketers. There are concerns that measurement challenges could impede further growth of
native advertising. The industry needs a deeper relevant set of metrics that provide greater
insight for native advertising effectiveness. While publishers clearly feel differently, just 19
percent of marketers said native advertising warrants premium pricing. Better measurement
tools may help sway that opinion.

Native Advertising Spend Increases, But Marketers Want Disclosure, Ethics, and Measurement
– Consistent with all of the predictions levied prior to the arrival of this near year, native
Advertising spending is climbing quickly in 2015 as more and more marketers realize its value
and scramble to harness its power. According to a new Association of National Advertisers
(ANA) survey, 63 percent of marketers are now planning to spend more on native advertising
in the next year than ever before.
ANA’s 2015 report, Advertising Is Going Native, did, however, introduce some caveats. The
report readily concedes that native advertising is “one of the hottest and most controversial
trends in the industry.” In fact, 58 percent of those surveyed revealed that their companies used
native advertising at some point during 2014. But disclosure and ethics remain doggedly
persistent issues. Two-thirds of respondents agree that native advertising needs clear disclosure
that it is indeed advertising,” reads the report summary shared with Native Mobile. “Only 13
percent feel that such disclosure is not needed. Both the publisher and the advertiser have a
responsibility to ensure disclosure. Three-fourths of respondents feel that there is an ethical
boundary for the advertising industry when it comes to native advertising.”
In sum, the ANA was more than transparent about the issue of transparency. The study’s
findings clearly show that disclosure remains the top issue with regard to native advertising
that “keeps respondents up at night. And, of course, there are also measurement concerns. And
they still loom large. Measuring the impact of native advertising is a challenge,” the report
authors confess. Multiple metrics are employed, but no metric stands out as ‘most important.’
There are concerns that measurement challenges could impede further growth of native
advertising. The industry needs a deeper relevant set of metrics that provide greater insight for
native advertising effectiveness.

3.16 Native Advertising: Evil, Savior or Use As Directed
While organic search is still a critical channel for connecting consumers seeking solutions with
the brands that offer them, Google seems to be slowly but surely displacing organic content
with ads and its own content as well as removing any cause / effect signals for optimizing
natural search placement. These changes have driven more companies to PPC and social. The
promise of social media has drawn huge investments from companies and brands of all sizes,
and yet social networks like Facebook are making organic visibility the Yeti of the social media
world. What to do? Run social ads. Create content!
Content Marketing is being touted by many as THE area for focus in 2014. At the same time,
many companies are increasingly challenged to sustain brand content creation on pace with
business growth goals. Certainly the convergence of marketing and PR has brought many PR
agencies into the content creation game. The story creation capabilities of Public Relations
pros for content marketing function will continue to grow in application, but will it be enough?
What’s the common thread to all of this? Native Advertising enables brands to secure high
value placement where interested consumers are looking and engaged. It offers easy pay to
play access to highly coveted audiences. It also creates substantial revenue opportunities for
publishers and the industries that support content creation and performance optimization.
Along with many other major publishers, the New York Times recently announced it’s entree
into the native advertising world with Dell as it’s first customer here are a lot of good questions
being asked about Native Advertising: Are native ads the new face of converged marketing
and PR? Is it the future of content marketing? Or is it a really, really bad idea?
For publishers, it’s about the money. Publications like the New York Times are simply
following a monetization trend that publications like Forbes have clearly proven out. Overall,
the trend towards the publishing industry engaging with native ads will continue because the
news and media industry are starved for revenue and it represents an all new opportunity. But
what about readers? Are native ads good for consumers? The follow up of course is whether
native advertising is good for the subscribers and general readers of these publications. There
are also implications for those that syndicate content from these publications.
In an ideal world, paid content only “works” if the content meets similar standards to what’s
normally published through editorial filters. “Salesly” content published along side high quality
editorial will be ignored or worse, cause dissension against the publication and the brand that
is doing the editorial advertising. The Scientology piece that ran in The Atlantic is a good

example of what can happen when things are not so clear. Concern about native advertising:
As native ads become more common and the monetization opportunities explode, there’s no
question that the revenue opportunity of native ads will create some blurred lines: If a reputable
publication like the AP or the New York Times is now willing to take money to publish quality
advertorial, how much would it take for them to publish content that doesn’t meet editorial
standards? Will editorial standards be maintained when huge payouts are available to fund
businesses with other revenue streams drying up? The bigger picture for marketers. If you know
me or have read our stuff here, you know that our approach is integrated and customer focused.
There will be times where native advertising makes sense. There will be times when media
relations, email marketing and mobile ads make sense. Of course content, community and ease
of discovery, consumption and engagement always make sense. It really all depends on the
customer and business goals, not the “tactic du jour”.
I do think companies should research native ads and do some tests. Absolutely. But don’t make
the mistake of thinking that any one marketing and communications tactic will be your savior.
Know your customers and how they discover, consume and act on information. Then plan,
implement and optimize the performance of your marketing where it makes sense. Attract,
Engage, Convert where you’ll have real business impact whether that means a new microsite
promoted with publicity, email and social ads or a new report, white paper and infographic
promoted through blogger relations, PPC and native ads.

3.17 Where Brand Journalism and Native Advertising Can Fit Within
Content Marketing
Over the past year the discussions about what content marketing is and isn’t as well as the role
of content within marketing and PR functions of a business have been interesting to watch.
Especially the discussions around whether brand journalism and native advertising fit in the
content marketing mix.
Content Marketing is all about customers and providing them the information they need to
inspire action. The themes that align buyer interests and brand goals as part of a content
marketing strategy can inspire the focus of any content or media whether it’s part of a brand
journalism effort, native advertising or content marketing program – just in different ways.
Storytelling is content-type agnostic. To me as a marketer, brand journalism and native
advertising within content marketing can work because storytelling is relevant for both brand
and consumer focused messaging. Understanding how your buyers discover and consume
information will often reveal the value of multiple touch points that can be satisfied with a mix
of owned, earned and paid media. These efforts can run concurrently and integrate.
Native ads and brand journalism are pieces of the content marketing puzzle. It’s expected that
a brand will communicate about itself and particular expertise. When 3rd party media (earned
or sponsored) run stories that support that expertise, they provide additional support to the
brand narrative as the best answer solution. Brand journalism can accentuate the “back story”
of why the company has particular expertise. As an example, let’s say we have an initiative to
attract new business by differentiating the company (or marketing agency) according to new
and trending capabilities that will be needed to help clients succeed. These skills and domain
expertise are the secret sauce to help companies achieve marketing goals in the coming year.
Brand Journalism – In such a situation, I might publish stories on and off site about our agency
education programs around certain skills and highlight how certain staff have applied them to
be more successful marketers. No direct “selling” would be involved. Profiles of staff that
possess these skills as well as examples of their innovative application by early adopter clients
could be posted to the company newsroom or blog. Native Ads and Earned Media –
Concurrently, I might run sponsored editorial in digital publications with readership that align
best with our target audience talking about the upward trend of these skills and the
differentiated value they bring to client marketing programs.

Both earned media through contributed articles or story pitching as well as native ads would
be appropriate, depending on the publication. Content Marketing program – Then at the same
time, as part of a directed content effort to reach a particular target audience of potential clients,
we’d also publish an eBook, blog posts and crowdsource community content around the
importance of those skills for successful marketing. In our case, there would almost certainly
be an influencer component to this as well.
Interactions with these types of information (brand journalism, native ads, earned media and
content marketing) provide brand and buyer focused messaging that support different stages of
the funnel. They also provide additional signals to support credibility and authority that
complement content marketing efforts. The issue with most companies in the content marketing
game is that all of their content is directed towards a linear buyer journey and conversion. The
addition of earned media, sponsored editorial and brand journalism can provide a force
multiplier effect or booster rocket thrust to content marketing efforts. It comes down to
empathizing with customer expectations about different types of content and how they work
together.
Understand customer expectations – I think it’s safe to say that with native advertising and
earned media, readers expect fair and balanced – unbiased information. With owned media in
a content marketing program, it’s acceptable for a brand to communicate the value of their
products and services, albeit, not in a sales way, but more helpful). With brand journalism, it’s
like earned media except the subject matter is the brand – what would a journalist (who isn’t a
dissenter) write about your company? My point (finally!) is not to discount brand journalism
or native advertising as exclusive of content marketing programs. Think about the mental state
of buyers and how they discover, consume and act on information. Create a competitive
advantage by creating content beyond normal distribution channels to add credible signals and
authority to support brand messaging. Of course, this really only works if the messaging across
earned, owned and paid media are coordinated and integrated – yet customized to the context
in which buyers will interact with them.

3.18 Social Media Advertising for Content Marketers: Insight from
Salesforce’s ‘2015 State of Marketing’ report
Salesforce recently released its annual “State of Marketing” report, in which the company
surveyed 5,000 marketers worldwide. Results of the survey point toward a significant
investment in social media advertising in 2015. According to the CRM company’s report (gated
download), 70% of marketers will spend more budget on social media advertising this year. As
numbers of customers on social channels increases, it is increasingly imperative, as the survey
results show, to have a social media marketing strategy in place.
It is clear that digital marketers are increasingly valuing social media advertising to help
promote their content marketing efforts. In 2014, 25% of marketers saw social as a critical
enabler of products and services. The number leaps to 64% in 2015. Social media overall is on
the rise in both SMBs and large corporations. The 44-page Sales force report says that 78% of
marketers stated that they have a dedicated social media team. This number is up from just
57% in 2014. As digital marketers focus more on social media, it is important stay abreast of
the reach and power of social networks.
Here is a look at the top three:
Facebook
Salesforce’s report showed that Facebook had continued to be “the most popular social channel
for marketers to engage customers around the world.” With 1.35 billion active monthly users
on Facebook as of Sept. 2014, B2B marketers are increasingly looking to Facebook to engage
with their audience.
Here are a few stats to keep in mind:
 80% of marketers are using Facebook
 74% of marketers use Facebook to engage customers
 73% rated Facebook ‘very effective’
 19% rated Facebook ‘somewhat effective’
 8% rated Facebook ‘not very effective / not effective at all’

Facebook is by far no stranger to B2B marketers, even though some still think it’s a place to
connect with high school classmates. Facebook for business offers tips for getting started with
Facebook advertising. Both B2C and B2B marketers will find resources to help you on your
way to create awareness, launch products and services and drive sales. Facebook also offers
tips specific to advertising on the social network.
Targeting options help Facebook advertisers reach not only the consumer audience that B2C
marketers are after, but the B2B audience as well. Targeting by interests, connections,
behaviors and location can help B2C marketers reach an audience that is more likely to include
key buyers and decision makers they are after.
Twitter
Second to Facebook is the micro-blogging social network Twitter. Marketers using Twitter
totalled 70% of those surveyed for the 2015 report. However, Twitter ranks higher than
Facebook in terms of use by marketers to engage with buyers. Salesforce’s survey showed that
79% of Twitter users engage customers on the platform, more than Facebook’s 74%.
More numbers about Twitter:
 68% of marketers rate the platform ‘Very effective / effective’
 22% say Twitter is ‘somewhat effective’
 10% say Twitter is ‘Not very effective / not at all effective’
Twitter’s 284 million monthly active users also serve as a target-able audience for digital
marketers in both B2C and B2B roles. Twitter offers campaigns that work in a number of
capacities, depending on your objectives. Twitter ads (some still in beta) can:
 Grow followers
 Facilitate conversations
 Encourage app downloads
 Collect email addresses
Twitter ads also can feature in-stream video as well as clickable offers. Twitter cards allow
marketers to attach media experience to Twitter ads. In the example below, Uberflip uses a
Twitter card to gather email addresses for a free eBook download.

LinkedIn
When LinkedIn (a TopRank Marketing client) announced in 2014 that it was going “all in on
content marketing” it resonated with marketers. LinkedIn has developed platforms that allow
for the promotion of sponsored content. LinkedIn has used content marketing itself to promote
the network’s ability to connect B2B marketers and buyers. LinkedIn’s collection of eBooks
and videos have helped marketers understand the possibility of reaching a B2B audience.
LinkedIn’s numbers from the 2015 Sales force report:
 62% of marketers are currently using LinkedIn
 69% call LinkedIn ‘Very effective / effective’
 21% of marketers say LinkedIn is ‘Somewhat effective’
 10% of marketers say that LinkedIn is ‘Not very effective / not at all effective’
Through LinkedIn sponsored updates, marketers are reaching a B2B user-base that is highly in
tune with the business of the day. Rarely are LinkedIn users on the network to be social. The
focus is careers, networking and industry insight.
Many more social channels
Every time a social media network pops up on the scene, there is no doubt savvy marketers
will look for the best way to utilize that network? Social network advertising and engagement
to catch up with a buyer base in order to raise awareness and drive buyers toward their products
or services. While the top three networks mentioned above are just the tip of the social network
mountain, there are certainly others to keep an eye up with, from standards such as YouTube,
Google+ and Instagram, to Snapchat and other messaging apps.
Have you found luck reaching your audience through social media? If so, tell us about your
experience. If you would like more information about how TopRank Online Marketing can
help you reach these audiences, reach out to us here.

3.19 The Roadblocks of Native Advertising
Marketers and publishers continue to fall all over themselves to create messaging that doesn’t
look like advertising and that doesn’t annoy the reader. But the format is facing growing pains.
Agencies aren’t ready to turn on a dime and do this,” Rey Peralta, svp, director of creative
technology at Deutsch, New York, said during a panel discussion last week hosted by Livefyre.
“Everyone has to get in the same room. It’s incredibly challenging.
Jordan Kretchmer, founder and CEO of Livefyre, which acts as a middleman between
publishers and advertisers by amplifying social conversation about brands across the Web, also
pointed the finger at agencies. Seeing as they work on native ads for no extra money and are
not set up to corral all those who need to be involved in the process, agencies “currently aren’t
incentivized to really push for native ads and, therefore, are many times the blocker in getting
a native campaign pushed through,” Kretchmer responded in an email. The process is
ineffective and needs to change, he added.
Like agencies, clients often aren’t structured to take on native, often finding it is easier and
faster to buy programmatic ads. This friction is a problem for digital publishers that are banking
on native and other premium-priced ad formats to stem the rush of ad dollars to lower-
CPM programmatic ads. For marketers, it’s a chance to move beyond the hated banner ad and
create messaging that’s more engaging. It also doesn’t help that there’s no agreement on what
native advertising is or on how to measure its effectiveness. And that’s before the content itself
is even created, a process that by its nature is fraught because the ad has to serve the advertiser
without annoying the reader.
The lack of a universally agreed-upon definition of native advertising is a drag on the process
and can lead to missed opportunities. Peralta recalled one case in which Deutsch handled the
creative and another agency, Starcom Media West, did media planning. There was nothing to
point to and say, This is what we’re doing, he said. “I had to get on 20 phone calls a day to
explain it to all the partners. We need to make it easier for our sellers to understand, added
Adam Solomon, VP of digital ad products and services at Time Inc.

For all its roadblocks, there seems to be agreement that native advertising isn’t just the flavor
of the month. In a recent survey, 73 percent of Online Publishers Association members said
they offer native ads, with the potential to reach 90 percent by year’s end. Largest Native
Advertising Study Finds Benefits For Brands At The Expense Of Publishers In one of the
largest studies of people's attitudes towards native advertising, 62% said that it didn't help to
enhance the reputation of news sites, but brands were seen to benefit from appearing on highly
trusted media sites.
The study shows that media companies carry a far higher risk to their reputation and value
perception in allowing native advertising than their brand advertisers. However, native
advertising on business news, and entertainment news sites, was less problematic than on
general news sites. In addition, six out of 10 people visiting general news sites said it was not
clear if a brand had paid for the content. For the "Getting Sponsored Content Right: The
Consumer View" study, the Interactive Advertising Bureau (IAB) and Edelman, the world's
largest privately owned public relations firm, asked 5,000 nationally represented consumers of
online news, to comment on the effectiveness of native advertising across three verticals:
general news, business news, and entertainment news.
The study was sponsored by Triple Lift, described as "a native advertising technology
company."

Here are some extracts:
QUESTION: How much do you agree or disagree with the following? This content can add
value to my experience on this website:
Image 3.17.1 : Represents Sponsored content perception among the respondents
Turn those numbers upside down: Overall 62 percent don't see any value added to the news
sites.
Brands on credible media sites benefit tremendously:
Image 3.17.2: Represents how brands on credible media sites benefit tremendously

What else did the study discover? Things we knew: Native advertising works best if the brand
is trusted, relevant, and tells a great story. Foremski's Take: This is not good news for
publishers. One of the report's key recommendations is that publishers have to "walk away
from advertisers who aren't relevant/trusted." And that they make sure transparency and
disclosure is very clear and labelled because an astounding seven out of ten visitors could not
distinguish native advertising from native content.
The brands gain much more from native advertising but it is a short term benefit. They gain
greatly from being on a trusted news site. But it comes at a cost because their native advertising
erodes visitor trust in that site. This is yet another study that shows that native advertising is a
big problem, and not just for publishers. It's not a win-win situation despite the best efforts of
marketers and PR professionals to cast it as such Native advertising on news sites degrades the
trust of visitors. Its continued practice will come back to bite the very brands that employ this
uneducated approach to marketing.
This study shows:
- The higher the trust in the media brand the better it is for the advertiser.
- Yet the majority of visitors (62% overall), especially in general news (73%), see no added
value to the media site from carrying native advertising.
Publishers are hoping native ads will boost lost revenues but they risk loss of credibility and
trust from their visitors. Marketers are taking advantage of their business troubles to gain a
short-term benefit from native ads.

Should Native Advertising Be Deceptive to Be Effective?
By Jerry Wind, The Lauder Professor, Professor of Marketing, The Wharton School; and Vaasu
Gavarasana, Head – APAC Business Marketing, Yahoo Asia Pacific Is Native Advertising the
solution for what ails online advertising? The phenomenon of Native Advertising—marketing
that appears within a site’s main feed and mimics the format and voice of that site’s editorial
content—is certainly garnering a lot of attention lately, and for good reason: it is growing, and
it has proven effectiveness. According to a June 2013 survey from the Online Publishe rs
Association and Radar Research, 73% of publishers surveyed said they were already offering
the new format. Moreover, as Hexagram & Spada’s 2014 report
#StateofNativeAdvertising2014 demonstrates, Native Advertising is viewed at a much higher
rate than other online advertising such as banners, often equalling that of its host site’s editorial
material, and it is viewed as a “positive development” by most brands and agencies.
However, Native Advertising risks eroding viewers’ trust if it leaves them feeling deceived,
either through inadequate disclosure or through presenting content that does not match
expectation. One recent example is “First Kiss,” a short film of strangers kissing which rode
an initial wave of viral popularity before foundering as viewers realized it was a promotion
with professional actors for the clothing company Wren.
With this in mind, the Wharton Future of Advertising Program in conjunction with Yahoo!
have designed a Framework for Native Advertising: a road map for ethically deploying Native
Advertising while maximizing its effectiveness. This framework can be applied beyond digital
media to all advertising and marketing. The backbone of this framework is
the WFoA’s “RAVES” guidelines for advertising, which hold that marketing is most effective
when it is Relevant and Respectful, Actionable, emotionally and cognitively Valuable, and
offers an Exceptional Experience and a Surprising Story to its audience, delivered through all
touch points. To be used most powerfully, Native Advertising requires addressing three key
factors:
Objectives: The goals of the advertiser, the site upon which the advertisement is hosted, that
site’s audience, and society as a whole must align;
Integration: content must LEAD: the content must fit with the Look and feel,
the Editorial (content and context), the Audience (mood and mode), and the Device (function
and location).

Transparency making the presence of sponsored content clear and undisguised—a must, which
can establish long term benefits for and trust in a brand if it is forward about the nature and
origin of NA content. Furthermore, brands should strive for thought leadership and create
content they are proud of.
Since there are many ways of executing integration and transparency for any given objective,
the use of Adaptive Experimentation is a must. The fragmented nature of viewership on the
internet can work to advertisers’ advantage here, allowing multiple approaches to run and be
evaluated for effectiveness concurrently. If many companies adopt this experimental approach
we can then conduct meta-analysis of the results and establish an ever-clearer idea of what
works and what does not. All stakeholders—media, marketers and audience—have differing
desires, but by taking them all into account, we believe they can be aligned, allowing marketers
to reach an aware, receptive audience, and for the media that delivers that content to support
itself via advertising that is clicked on more than once in 1000 views.

Chapter 4: Mobile native Advertisement
4.1 Native is the Future of Mobile Advertising
Since the beginning of the smartphone boom publishers and advertisers have been crying out
for more sophisticated mobile ad formats. The almighty mobile banner ad has long been the
bane of the industry, generating unreliable clicks and marring apps with detached, and ugly,
designs. Facebook and Twitter showed the way a few years ago, with promoted tweets and app
install ads, and now it looks like the dam has finally busted for the rest of the industry. Six
months into 2014 and we’ve already seen a range of ad companies, social networks and media
giants announce new mobile native ad products, from AOL to Yahoo, and from Twitter to
Pinterest. Native has rapidly gone from being a buzzword to a new industry standard, and while
not everyone agrees on the exact nature of ‘native,’ it’s good to see all the talk finally giving
way to lots of action.
With all these announcements it’s understandable that some people will have trouble keeping
up. So we’ve decided it’s time take a step back and assess the key mobile native ad solutions
that have been announced over the last six months and break down what they offer to publishers
and advertisers. When we refer to “mobile native ads” we’re talking specifically about mobile
ad formats that are designed to blend into, and mimic the look and feel, of the publisher’s app
or mobile site.
4.2 Guide To Mobile Native Ads
4.2.1 Twitter/MoPub
Twitter has been offering promoted tweets for some time now, which are arguably native ads,
but this year it made public the fruits of its tie-up with ad network MoPub, by launching its
mobile native ad exchange. The exchange takes MoPub’s exchange, which reached over one
billion mobile users, and skews it from a traditional/banner focused network to one more
aligned with native. The move is somewhat of an affirmation of the RTB model in the face of
fears that the scale of programmatic buying would be incompatible with the tailored nature of
native formats.

MoPub/Twitter’s native ad SDK lets developers create a customised native ad unit inside their
app. The exchange then lets demand partners bid on the native ad inventory. MoPub says
publishers have all the control and features present in MoPub’s ad serving platform, including
powerful targeting options, frequency capping, creative management and more. When it comes
to Twitter’s efficiency for app marketers, more important is the value of traffic. Indeed, many
questions remain over the effectiveness of Twitter’s new products and the ability of the
company to deliver valuable users is an open question according to some. The MoPub exchange
perhaps holds more potential for advertisers, but Twitter’s announcement was somewhat
overshadowed a few weeks later by the reveal of the Facebook Audience Network, which pretty
much does the same thing.
4.2.2 InMobi
InMobi rolled out its native ad platform a while ago but only took it out of beta earlier this
month. Wepreviously spoke to co-founder Abhay Singhal who said his solution would be a
“complete game changer” for the mobile ad industry. In Mobi says the core of its platform is
the ability for developers of all sizes to create highly customized mobile native ads and it’s
goal is to give devs on a smaller budget the ability to create ads that don’t “negatively impact
the user experience.” InMobi’s solution certainly looks on track to address the issue of scale
when it comes to native. InMobi offers two ad types: Native Interstitials and Native Content
Ads.
InMobi’s Native Interstitials are basically interstitial ads that can be customised with different
frames that sit around the advertisement. InMobi offers a selection of pre-made frames for
developers to use and lets you create your own frames. Of course, whether the pre-made frames
can really adapt well to a widevariety of app styles is an open question. InMobi’s Content Ads
are content feed ad units, which look very clean and flexible. InMobi lets developers choose
from a number of templates, including content walls, news feeds, chat lists for social apps and
in-stream.

Appsfire
Appsfire previously ran a popular app discovery platform but the end of last year announced
its plans to focus entirely on developing new native ad formats. The start-up has been busy
over the last few months, rolling out three new units in total and peppering them with some
very innovative design touches.
Ura Maki
The Ura Maki format looks something like a slick re-imagined interstitial and makes innovative
use of iOS gestures, and UI features, that everyone is familiar with. Users can either stop the
ad before it displays, or swipe up to dismiss after it displays.
Sashimi
Appsfire’s second ‘Sashimi’ unit is basically an in-stream ad and can be deployed across any
app that features a content feed. The ad is auto-generated and can be tweaked with a set of
customisable templates.
Udon Noodle
The Udon Noodle unit is a little bit more unique compared to the first two and makes use of
the blank space in content feeds when users pull down to refresh. While not everyone may like
the idea of ad messages in every nook and cranny of their app, Udon is a great example of
thinking outside the box and shows there’s still plenty of room for innovation when it comes
to mobile ads.
4.2.3 Native X
Native X has been a real pioneer in the native ad space, setting-up the first and only native ad
exchange aimed exclusively at mobile games. The Minnesota-based company, which was
formally known as W3i, has created a whole range of rich native formats, which have been
designed to appeal to gamers and meet the needs of game advertisers. This is complemented
by its Native X Platform, which uses a predictive analytics engine to optimise ad placement
and deliver higher returns. Here’s a look at Native X’s ad units.

Native Interstitials
As we’ve seen with other examples, NativeX updates the traditional interstitial format by
letting publishers customize the ad’s boarders with designs that reflect their app.
Native Banner
NativeX’s banners can be customized to match a game’s art style and UI. The banner expands
to a full screen ad when clicked. This expanded ad can feature a video.
4.2.4 Facebook
Facebook has been among the most successful pioneers of mobile native ads, with its in-stream
app install units, which have boosted the fortunes of many apps. A few weeks ago the
company launched its Facebook Audience Network, which brings the company’s expertise in
native mobile ads to third party publishers.
As we’ve been told many times, bigger app advertisers – games devs in particular – have been
desperate for more Facebook inventory. The main driver of demand has been the quality of the
social network’s users, which are delivered at a premium price. Whether FAN can deliver the
same quality traffic remains to be seen. Nevertheless, Facebook’s ad targeting capabilities
plays a big role here and the social network is hoping to replicate this with FAN The other clear
appeal of FAN is that publishers get to piggy back off Facebook’s successful app install ad
business and incorporate native ads into their apps relatively simply, working within
Facebook’s proven framework.
Facebook lets developers customise native ads to best fit their apps. The social network has
issued a range of guidelines for native units, and shown off a few examples such as the one
above. The in-stream format looks similar to Facebook’s own native ads, but there’s more
emphasis on the image and it doesn’t look like Facebook is adding other elements, such as the
star ratings and info on the number of people using the advertised app.

4.2.5 MobFox
Earlier in the month MobFox announced the first native ad platform dedicated to mobile sites.
The Vienna-based network says it’s also the first to offer both a Demand Side Platform and a
Supply Side Platform for native. MobFox CEO Julian Zehetmayr told us that despite all the
big players jumping into native ads, independents like MobFox will always be in-demand to
help publishers distribute traffic across different demand sources. Nearly all the
announcements this year have focused on in-app advertisements, so it’s refreshing to see
someone bring the mobile web back into the equation.
Interstitial Frames
As the name suggests Interstitial Frames are simply customised frames for interstitial ads that
mimic the look and feel of an app. LeadBolt tells us these are the most popular native ad types
on its network.
Floating Ads
Floating Ads are bit more unique and consist of icons that float across the screen. Users then
tap the floating ads to reveal the advertising message. LeadBolt allows publishers to customise
the icons to fit better with their app, so you could have a sci-fi app that uses UFOs to carry the
ad message, or a travel app that uses airplanes. The blend of interactivity and native is a really
innovative way to drive engagment and a good option for game publishers.
More Button Games
At the more basic end of the scale are Leadbolt’s ‘More Games’ buttons. These are ads that are
integrated into a game’s menu system, when the player clicks on the button they are taken
through to an app wall advertisement. Simple but effective – although perhaps not clearly
enough labelled as an ad.

4.2.6 Yahoo
Yahoo announced its native ad product earlier this month and offers three distinct units. Yahoo
says its decision to run with its own native ad formats is due to mobile accounting for half of
its global monthly active users. The company is also suffering from declining ad revenue,
which was down 11% in Q1 2013, so it’s no wonder Yahoo is eyeing-up Facebook’s lucrative
approach to install ads, with its own in-stream units.
Interestingly, Yahoo’s native ad announcement also kicked off a debate over how to properly
label native units. Start-up Appsfire took a swipe at the company, saying Yahoo’s ad were not
properly demarcating the boundaries between ad and non-ad content. Here’s what Yahoo has
revealed so far.
In stream
As with AOL, Yahoo has followed the in-stream native ad format, with units that blend into
users’ Yahoo News feeds. The ads are very much integrated into the news feed, with a circled
S symbol marking it out as an ad.
In article
The company also revealed a slightly more unique native ad unit that is very image-focused
and pops up in paragraph breaks within the articles themselves. The image and the text certainly
do a good job of appearing integrated with the content, and basically looks like part of the
article.
Photo album
Finally Yahoo is also putting native ads within its mobile photo albums. It’s a smart move and
looks very slick. But again, is there enough to mark this out as an ad?

4.2.7 AOL
AOL launched its new mobile native ad product, aimed at app marketers, just last month. The
new format consists of a sponsored in-stream ad unit and to our knowledge AOL hasn’t
announced anything else. AOL says the benefit of its solution is that app advertisers don’t have
to customise their ads for different publishers, they can just supply one image, some text, and
can run the ad across all of AOL’s mobile properties, including Huffington Post, engadget,
AOL Mail and DailyFinance. AOL says it’s also testing the ad units with third party publishers.
It will be interesting to see how a media company like AOL will expand its mobile native ad
offering beyond app install ads. The company says it’s got big brands signed-up but hasn’t
revealed what brand campaigns will look like – and there’s much discussion over the value of
native ads beyond app installs.
AOL’s app install ad
The above unit is an example of an app install ad on the Huffington Post mobile site. There’s
not much emphasis on the image and the ad certainly looks less flashy than some of the other
in-stream units out there. But perhaps that’s largely down to the UI of the app itself.
4.2.8 Namo Media
Namo Media was set-up over a year ago by ex-Google employee Gabor Cselle. Earlier this
year the company made a few important tweaks to its native ad product, which is entirely
focused on content stream ads.
The first change was to allow publishers to adjust the placement of ads in their content streams
via a simple web-interface, rather than having to hard-code the placement and submit a new
version of the app. Most recently, Namo followed Facebook’s lead and brought ad carousels
to its native ads, letting users swipe through multiple ads in a single placement.
Namo Media in-stream app instal ad
Namo gives developers a number of templates to tweak and customise. As you can see above
their native app install ad follows the Facebook model and looks nice and clean. But as with
some other in-stream ads we’ve seen, perhaps it doesn’t disclose it’s nature to users as clearly
as it should.

4.2.9 OpenX
At the beginning of the year OpenX Technologies unveiled its mobile native ad exchange,
during the Mobile World Congress event in Barcelona. OpenX says its new RTB platform
offers partners “a seamless multiscreen experience at scale, which is what they need.”
OpenX’s in-stream ads
The native ad formats include content stream ads and rich media ads that “don’t jar the user
experience” and are “part of the content flow.” Of course, the big question hovering over RTB
native ad platforms such as MoPub, Nativo and OpenX’s, is just how integrated native ads can
get on such large scales, and the impact this trend may have on apps themselves, especially
when you delve beyond in-stream units.
4.2.10 Wrap up
So native ads are finally taking off in a big way. It’s certainly great news, as everyone – from
advertisers to users – agree that previously ad formats (and banners in particular) just don’t cut
the mustard. If mobile is going to attract big brand campaigns, and if app marketers want more
valuable users, then the ads themselves will have to deliver a better experience than they have
been doing up until now. Big questions to look out for include the degree of compatibility
between RTB and native formats, native beyond app install, and the friction between providing
integrated ads and clearly labelled ads.
4.3 How Native Advertising is ideally suited for Mobile
‘Mobile advertising is the next big thing…’ How many times have we all heard this
statement?
While the industry continues to tout this disruptive idea, publishers and advertisers are left
wondering what it will really take to bring mobile advertising to the next level. Current industry
effective CPMs hover around $0.75 on mobile, compared to $3.50 on the desktop, making
sustainability a key consideration for the industry. Clearly, there is a disparity between desktop
and mobile advertising that needs to be addressed before brands will be able to fully utilize and
embrace the small screen.
Since mobile advertising first emerged on smartphones with the basic and very limited 320x50
banner, the recent introduction of in-app contextual ads and innovative native approaches have
begun to move the needle for advertisers. Recent reports indicate that mobile ads have finally
begun to mature to rival their desktop counterparts due to significant advancements in mobile

ad technologies, fueling the transfer of eyeballs to the small screen. In March 2013,
MotorTrend and Chevrolet announced results from a native mobile ad campaign that supports
the notion that mobile ads have finally matured, reporting a 37% engagement rate, 3x over
industry benchmarks for mobile. I would argue that native ad experiences (those that are
organic to the content experience and leverage the native capabilities of the device) are the
future of mobile as a media platform and are imperative to making consumer brands as
contextually relevant as possible to their target audiences.
Why is Mobile the Next Advertising Frontier? And why mobile over desktop? With nearly
110 million mobile smartphone subscribers and 30 million tablet users in the US, consumers
are accessing content anytime, anywhere. As this trend continues, every publisher invested in
mobile needs a more comprehensive monetization strategy that better addresses the unique
consumption patterns of mobile users. It is not enough to simply apply the old ad formats from
the web to mobile. Today, savvy publishers are going deeper to create engaging ad experiences
for consumers.
Here are a list of native advertising capabilities that lend themselves to providing a more
enhanced brand experience for advertisers, publishers and consumers:
In-Stream Advertising – This truly native ad experience mirrors editorial content and is
delivered alongside existing content. This type of advertising is even more relevant on a mobile
device because it satisfies an immediate content request in a short window of time. People
don’t have time to click through a banner ad to an inconsistent content experience.
Real-time Ads with Dynamic Text – This innovation feeds real-time, dynamic text into rich
media ad units on mobile devices, providing users with timely information such as breaking
news, online deals and even stock information.
Geo-location – The device’s native capability allows brands to tap into geo-location
information to drive action such as providing users with the ability to search for the nearest
store location to drive foot-traffic and ultimately sales.
Passbook integration – This is another device-specific native feature on iOS that allows
brands to present users with relevant coupons, gift cards and travel documents that need to be
easily accessible while on-the-go. When coupled with geo-location now brands can deliver
real-time deals to nearby devices and save them into Passbook in the form of coupons, boarding
tickets and itineraries.

Long-form Content Modules – Since users often have the time to browse on mobile during
downtime throughout their days, why not invest them in your brand through singularly focused,
interesting content that captures and holds their attention? Here, brands have the opportunity
to act as publishers by providing content that keeps people engaged.
Branded Loading Screens – This organic ad unit is engrained into the app itself and begins
the brand experience as soon as the user launches the app, providing an elegant “presented by”
content sponsorship that users of free apps and mobile content will value.
Save to the Home Screen Feature – This enables users to revisit branded content and to
reengage with the brand at a later time. This is significant, as mobile users may not always have
the time to interact with branded content in real-time. How Do Publishers Drive Value for
Brands? And how do advertisers better serve consumers? By combining several of the features
above into a cohesive brand experience, one can only imagine the possibilities they will be able
to unlock for on-the-go consumers .Imagine a first-time mom sitting in a doctor’s reading an
article about the top elementary schools in the Parenting app and being served a real-time
Target ad that talks about a new sale on school supplies. She can click on the ad, pull up the
promotion flier and be provided with the school supply shopping list she can save to Passbook,
and is then presented then with local Target stores in her area along with coupons where she
can pick up the items after her doctor visit. This is powerful advertising.
The global mobile advertising market will generate revenues of $12.8 billion in 2013,
according to the latest research published by Informa Telecoms & Media in its “Mobile
Advertising: Global Market Analysis and Forecasts 2011-2016.” That’s up from $8 billion in
2012. eMarketer also projects that U.S. mobile advertising will be at $7.28 billion industry in
2013. As people move away from their hardwired desktop computers and take on a mobile
lifestyle, advertisers will need to shift strategies and adopt a better way to reach consumers on
their most trusted personal computing devices – the ones that fit in the palm of their hands.

Native advertising – you’ve seen it, you’ve clicked on it, and you may not even have realized
it. Since the advent of the smart phone, the plague of the mobile advertising world has been
display ads. They leap out, rather offensively, from otherwise slick and good-looking websites
and apps, and all we want to do is avoid them. Traditional display ads on mobiles have seen
click through rates (CTRs) fall at an incredible rate. The average CTR on mobiles has fallen to
0.04 percent, according to this Digiday article. People have simply adapted to avoiding them;
the consumer won’t stand to be interrupted any more. And so they’ve been replaced by
something far more effective.

4.4 Why are Native Powerful on Mobile
Native ads are getting fantastic results with CTRs almost as high as editorial content and in
many cases even higher. This is because they blend in to mobile apps, blogs and news sites
well and their headlines are carefully designed and tested to be incredibly compelling. For
many Appnext clients who use native app recommendation units, the average click through
rate has been as much as eight times higher than that of traditional mobile banners.
Studies have found that less than half of visitors to news sites can distinguish native advertising
from actual news. It’s not surprising; the whole idea is that they blend in. Emarketer.com
predicts that native ad spend will reach $5 billion by 2017. The Online Publishers Association
says that 73 percent of their publisher members currently use native ads (for pc, tablet and
mobile browsing) and predicts that number will rise to 90 percent by the end of this year.
4.4.1 The adaptability of native advertising
In a way, it’s an art-form all its own – perfectly blending adverts with the look and feel of a
website or app. Video, images, articles, music – anything you like can become a part of a native
mobile ad. What’s even better is that you can choose something that adds value to your page,
and makes you money when someone clicks through.
For example, using a customized Welcome Screen to personally greet users entering your app
or website will not only complement the user experience, but can also carry a native ad on it
by recommending relevant content or offers to explore. The reason native ads are also the future
of mobile advertising is that they’re still in infancy and will only continue to blend further, and
in better ways, as time goes on. This style of advertising doesn’t break the flow of a user’s
mobile experience, is relevant to their interests, and causes them stick around after exposure to
the ad as a result. Add value & visitors will love you
If you feel like this is deceitful, remember the key to recommending sites, apps and products:
relevant, high quality content your visitor will love and be happy to see when they click
through. Your user doesn’t know or care that you made money on that click. In fact, I bet they’d
be perfectly happy to hear that you did, just as I’m thrilled that my friend made a referral fee
when he recommended a great money transfer service to me a few weeks ago. I’m not at all
bothered by the fact that he made some money for making a great recommendation to a friend
in need. I’m happy, he’s happy and the referred company is happy. It’s exactly the same with
thoughtful, well-chosen native ads.

4.4.2 End the interruptions
Old display advertising was an interruption to the user experience; the whole point was to lure
the user away from what they were doing. But people just won’t stand for that any more. Our
standards have risen, and native advertising allows a more fluid experience without
interruption. This trend of malleability will only continue with time. Things aren’t likely to
move backwards and it’s great news for mobile apps and publishing in all its varieties. It’s
officially time to get on board and use native ads to monetize your traffic with style.

4.5 Mobile In-feed Native Advertising: Is It The Future?
Mobile In-feed Native Advertising: Is It the Future? In-feed native advertising on mobile
devices, while still a fairly new method of marketing, has become a very powerful tool in your
marketing toolbox. Through native advertising, you can tailor the customer’s ad experience to
their overall experience. Native in-feed ads are designed to add to the overall tone of the
website or other experience instead of distracting from it. Changing Usage Leads to New Ad
Styles
Mobile phones have become the preferred method for people to access the Internet. Well over
half of all Web traffic is through phones nowadays, and because of this web apps and mobile
sites have become extremely popular ways to access any content. When someone wants to find
almost anything, whether it be educational or purely for entertainment purposes, the likelihood
is that they will be using their phone to do so. Everything from the color scheme to the type of
information shared, all the way down to the types of humor used all reflect the nativity of the
advertising experience — exactly what your potential customer is looking for.
What is Mobile In-feed Native Advertising?
In-feed native advertising is a format that is designed to be relevant and contextual to the type
of content surrounding it. In mobile native ads, the content engages readers better by feeling
like it organically belongs amongst the app or site because of its visual design, writing style
and type of content presented. Everything from the color scheme to the type of information
shared, all the way down to the types of humor used all reflect the nativity of the advertising
experience —exactly what your potential customer is looking for.
When native advertising works, the experience is seen as a win for both the advertiser and the
potential customer. What is the purpose of advertising? It is to market a product or service that
will provide value to the customer. In-feed native advertising’s advantage over more
interruption-driven ad styles is that for in-feed native advertising, there is no break in the feeling
of developing trust that the potential customer experiences. This seemingly small difference
has proven very powerful. Native advertising spends are set to quadruple by 2018.

Chapter 5: Future trends in native advertising
It may be premature to be writing the obituary of display advertising on phones, but the
announcement once again has thrust native advertising, which as a platform is compatible with
iOS9, back into the spotlight.
What began a few years ago as an experiment by social networks and innovative publishers in
promoting content looks now set to become the de facto advertising standard, well at least for
mobile devices. The predicted figures for native advertising are very promising for publishers
too. BI Intelligence believes that spending on native ads will reach $7.9 billion this year and
grow to $21 billion in 2018, rising from just $4.7 billion in 2013. So what will fuel this growth?
The demise of display advertising on mobile platforms is sure to be a catalyst as is the
effectiveness of native advertising.
Here then are three other reason why native advertising is set to grow significantly in the
coming years.
5.1 Programmatic native advertising
Automating native advertising is in no way a new concept. Companies
like Adyoulike (ContentAmp) began to experiment with the format as long ago as 2011.
However the latest version of programmatic native advertising works in a similar way to
programmatic display ads by serving native ad placements across sites on an impression basis,
using real-time data and technology. This in theory means that only the most relevant native
advertisement is displayed to a specific user. It also enables different advertisers to compete
for a reader’s eyeballs. Ultimately it means that advertisers now have the ability to deliver
tailored advertising messages, in real time, direct to customers. Quite how this will impact on
the creation of native advertising remains to be seen. But it will evidently encourage both
publishers and brands to experiment with different words, images and more.

5.2 More bespoke campaigns from big publishers
On the coat tails of the Apple announcement The New York Times unveiled its planned move
from display to native in its mobile advertising. ‘Mobile advertising as a whole is just fairly
crappy,’ Sebastian Tomich, The New York Times senior VP of advertising and innovation told
Adage, suggesting that the last display mobile ads on the NYT would appear in late summer
2015.
In their place is the NYT's unique take on native advertising. The company has created a
concept called Mobile Moments. These are ads that are optimised to the seven moments in a
given day that the NYT feels are most important to readers. These include the beginning of the
morning, lunchtime and the end of the day. The ads will be featured very prominently, a few
commentators have suggested that they actually feel like an interstitial, in that they will take
up to 75% of the screen vertically. Invariably the ads will link to short form content created by
the The Times' 40-person branded-content arm T Brand Studio.
Meanwhile the NYT’s great liberal rival The Guardian has been developing its own native
advertising policy. It has so far tended to work with large brands like EE and Unilver via its
Guardian Labs platform to produce ongoing longer campaigns. Other publishers have also been
developing their own bespoke platforms like Condé Nast whose offering was developed by its
Studio and Solutions Group, the company’s ad and content development arm. Its platform
attempts to integrate the ads seamlessly into the flow of the editorial, in many ways akin to the
social advertising output of both Facebook and Twitter.
5.3 More data driven and image experimentation
One of the ways that new media companies like BuzzFeed and Upworthy have become so
successful is the way in which they have optimised their content to make it so shareable. And
this may include tweaking images, headlines and introduction to ascertain which combination
is most effective at attracting readers. It's a ploy that many mainstream publishers are now
using too.
Data driven experimentation is also likely to become the norm in native advertising to as
publishers seek to optimise opportunities for brands. It may also mean more prominence for
photos as there is growing evidence that the most effective native advertising is based around
striking images.

Chapter 6: Research Methodology
Topic: A study to understand the effect of native advertising (content marketing) on consumer
attitude and behavior
Need & Significance of the Study:
Digital advertising, also called as internet/online advertising is when business leverage Internet
technologies to deliver promotional advertisements to consumers. Today‘s world is all about
engagement: two-way communication with audiences. Everyone‘s talking about it, lots of
brands are struggling with the concept of it, many are starting to do it. Advertisers are
recognizing the importance of considering content driven advertising. The online advertising
market in 2014 represent a year on year growth of 29%
The Internet market in India comprises search, display, mobile, social media, email and video
advertising. As in 2014, search and display advertising continues to form a large portion of the
overall pie. However, their percentage share has declined somewhat owing to the rise in the
mobile, social media and video advertising.
The Internet has been steadily increasing its share of the advertising pie. Spends on digital
media have steadily increased from just over 1% of total Indian advertising spend in the year
2005 to nearly 7% in 2013. Display banner advertising has gone a decline rapidly in the current
scenario. In fact it’s bred a new term, “banner blindness”, this is how exactly the dilemma is
captured. Native hence is the new approach breaking the clutter. Content marketing is a great
way of engaging consumers with brands with honesty and promise of quality Native is the
subtle way of putting your brand message across where everyone else is shouting loud and
being intrusive for the consumers. Study shows that consumers view sponsored content 52%
more than your Display ads. Also, native ads are 25% more engaging than your banner ads.
Hence the study shows that how content marketing creates a far more engaging and trustworthy
audience and from a long term perspective It is the advertiser’s smartest tool today. Native can
be anything from a sponsored post, promoted article, sponsored videos, branded application,
sponsored portals, info graphics etc.
The significance of the research is to show how Native Advertising is a relatively new approach
to Online advertising, wherein brand provide content based on what users are passionate about,
as opposed to Display ads where brand push their marketing message way too aggressively
making it intrusive for consumers. Gone are the days when you talk about what your product

and service is all about, other than creating awareness. Once the awareness is there, through
native, you are looking for the passion point for your audience, and you build content around
that.
For instance, if we understand why Vodafone does (advertise son) Roadies. It’s the same way
how every advertisers playing the Native game today. The above mentioned facts clearly show
that the advertisers are already on this path of breaking the clutter through native advertising
as it is highly preferred by the online consumers hence the need for this study to find the
consumer attitude and behavior towards the same.
Objective of the study:
 To understand whether consumers are aware of different forms of Digital
advertisements
 To understand the attention span of consumers towards different forms of
advertisements on Digital platform
 To find out the form of advertisements that consumers are more likely to get engaged
with when surfing online
 To understand the key factors that engages a consumer with an advertisement on digital
platform
 To find out the awareness level of Native Advertising from a consumer point of view
 To measure consumer preference level of Native Advertising in comparison with
traditional advertising on Digital platform
 To understand the impact and effectiveness of Native Advertising on Consumers
attitude
 To understand the effectiveness of Native Advertising in delivering brand message to
its consumers

Data Collection Method
Primary Data: Structured questionnaire administered personally, via emails
Secondary Data: Internet, Newspapers Articles
Sampling Method
Convenient Sampling
Procedure of sampling
Exploratory research design
The research design includes an overall and a descriptive study about the aspects like attitude
and behavior of the consumers towards Native Advertising.

Chapter 7. Data Analysis and Interpretation
7.1. Gender of the Respondents
Frequency Percent Valid Percent Cumulative Percent
Male 50 50.0 50.0 50.0
Female 50 50.0 50.0 100.0
Total 100 100.0 100.0
Table 7.1: Represents the gender of the Respondents
Figure 7.1 Represents the Gender of the Respondents
Out of 100 Respondents, 50% of the respondents are Male and 50% are Females.
50 50
0
10
20
30
40
50
60
Male Female
Gender of the Respondents
Gender of the Respondents

7.2. Age group of the Respondents
Frequency Percent Valid Percent Cumulative %
16-23 Years 10 10.0 10.0 10.0
24-30 Years 51 51.0 51.0 51.0
31-39 Years 26 26.0 26.0 87.0
40+ 13 13.0 13.0 100.0
Total 100 100.0 100.0
Table 7.2: Represents the Age Group of the Respondents.
Figure 7.2: Represents the Age group of the Respondents.
Out of 100 Respondents, 10% belong to 16 – 23years of age group, 51% belong to 24 – 30
years of age group, 26% belong to 31 – 39% years of age group and 13% belong to 40+ years
of age group.
10
51
26
13
0
10
20
30
40
50
60
16 - 23 Years 24 - 30 Years 31 - 39 Years 40+ Years
Age group of the Respondents
Age group of the Respondents

7.3 Education Qualification of the Respondents
Frequency Percent Valid Percent Cumulative %
Graduate 22 22.0 22.0 22.0
Post Graduate 78 78.0 78.0 100.0
Total 100 100.0 100.0
Table 7.3: Represents the Education Qualification of the Respondents
Figure 7.3 Represents the Education Qualification of the Respondents
Out of the 100 Respondents, 22 % respondents are graduate and 78% are post graduate.
0 0
22
78
0
10
20
30
40
50
60
70
80
90
SSC HSC Graduate Post Graduate
Education Qualification of Respondents
Education qualification of
Respondents

7.4. Time spent on the mediums by Respondents
N Mean Std. Deviation Std. Error
TV 98 3.03 1.010 .102
Print 100 2.51 1.059 .106
Outdoor 100 2.79 .880 .088
Radio 100 2.16 .982 .982
Online 100 3.88 .820 .820
Mobile 100 3.95 1.038 .104
Cinema 100 2.17 1.429 .143
Total 698 2.93 1.250 .047
Table 7.4.1: Represents Time spent on the mediums by Respondents.0.
Sum of Squares Df Mean Square F Sig.
Between groups 331.925 6 55.321 50.474 .000
Within groups 757.348 691 1.096
Total 1089.274 697
Table 7.4.2: Represents Time spent on the mediums by Respondents
Since p value < 0.5 hence Accept Ha and Reject Ho
This implies that there are differences in the parameters for purchasing automated products.

Tukey HSD
N
Subset for alpha = 0.05
1 2 3 4
Radio 100 2.16
Cinema 100 2.17
Print 100 2.51 2.51
Outdoor 100 2.79 2.79
TV 98 3.03
Online 100 3.88
mobile 100 3.95
Sig. .217 .489 .668 .999
Table 7.4.3: Represents Time spent on the mediums by Respondents
It is evident that the most important parameter is Mobile followed by respondents and the least
important parameter is Radio.

7.5 Mediums that make Respondents purchase a product
N Mean Std. Deviation Std. Error
TV Ads 98 5.83 2.110 .213
Print Ads 100 3.21 1.882 .188
Digital Ads 100 5.96 2.486 .249
Online Ads 100 4.24 1.634 .163
Native Ads 100 5.76 2.408 .241
Total 498 5.00 2.385 .107
Table 7.5: Represents mediums that make Respondents purchase a product
Figure 7.5: Represents mediums that make Respondents purchase a product
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
TV Ads Print Ads Digital Ads Outdoor Ads Native Ads
Mediums that make Respondentspurchase a
product
Mediums that make
Respondents purchase a
product

7.6. Time spent in a day on internet
Less than an hr 8 8.0 8.0 8.0
1-2 hrs 6 6.0 6.0 14.0
3-4 hrs 50 50.0 50.0 64.0
4 hrs and more 36 36.0 36.0 100.0
Total 100 100.0 100.0
Table 7.6: Represents the amount of time spent in a day by Respondents on Internet
Figure 7.6: Represents the amount of time spent in a day by Respondents on Internet
Out of 100 Respondents, 8% respondents spend less than an hour on Internet, 6% respondents
spend 1- 2 hours on internet, 50% respondents spend 3 – 4 hours on internet and 36%
respondents spend 4 hours and above on internet.
8 6
50
36
0
10
20
30
40
50
60
Less than an
hour
1 - 2 hours 3 - 4 hours 4 hours and
above
Time spend by Respondentson Internet
Time spend by Respondents on
Internet

7.7. Respondents thathave come across digitaladvertisements while surfing
the internet
Yes 95 95.0 95.0 95.0
No 5 5.0 5.0 100.0
Total 100 100.0 100.0
Table 7.7: Represents the number of Respondents that have come across digital
advertisements while surfing the internet
Figure 7.7: Represents the number of Respondents that have come across digital
advertisements while surfing the internet
Out of 100 Respondents, 95% of respondents have come across digital advertisements while
surfing internet and 5% of respondents have not come across digital advertisements while
surfing internet.
95
50
10
20
30
40
50
60
70
80
90
100
Yes No
Respondentsthat have come acrossdigital
advertisements while surfinginternet
Respondents that have come
across digital advertisements
while surfing internet

7.8 Awareness about digital advertisements among the respondents
Yes 95 95.0 95.0 95.0
No 5 5.0 5.0 100.0
Total 100 100.0 100.0
Table 7.8: Represents the number of Respondents that are aware of digital advertisements
Figure 7.8.: Represents the number of Respondents that are aware of digital advertisements
Out of 100 Respondents, 86.9% respondents are aware of digital advertisements and 13.1% are
unaware of digital advertisements.
86
13
0
10
20
30
40
50
60
70
80
90
100
Yes No
Respondentsthat are aware of digital
advertisements
Respondents that are aware of
digital advertisements

7.9 Awareness about the types of digital advertisements
Pop Ups
Aware 54 54.0 62.1 62.1
Unaware 33 33.0 37.9 100.0
Total 87 87.0 100.0
Missing System 13 13.0
Total 100 100.0
Table 7.9.1: Opinion of the Respondents on the awareness of Pop Up ads
Figure 7.9.1: Opinion of the Respondents on the awareness of the Pop Up ads
Out of 100 Respondents, 62.1% respondents are aware of Pop Ups advertisements and 37.9%
are unaware of Pop Ups advertisements
54
33
13
0
10
20
30
40
50
60
Yes No Missing
Respondentsthat are aware of Pop Ups
Pop Ups

Pre – rolls
Aware 58 58.0 66.7 66.7
Unaware 29 29.0 33.3 100.0
Total 87 87.0 100.0
Total 100 100.0
Table.7.9.2: Represents Respondents that are aware of Pre roll ads
Figure 7.9.2: Represents number of Respondents that are aware of Pre-rolls advertisements
Out of 100 respondents, 66.7% respondents are aware of Pre - rolls advertisements and 33.3%
are unaware of Pre – rolls advertisements.
58
29
3.50
10
20
30
40
50
60
70
Yes No Missing
Respondentsthat are aware of Pre - rolls
advertisements
Pre - rolls advertisements

Display Banner Ads
Aware 69 69.0 79.3 79.3
Unaware 18 18.0 20.7 100.0
Total 87 87.0 100.0
Total 100 100.0
Table.7.9.3: Represents Respondents that are aware of Display banner ads

Figure 7.9.3: Represents number of Respondents that are aware of Display banner
advertisements
Out of 100 respondents, 79.3% respondents are aware of Display Banner Advertisements and
20.7% are unaware of Display Banner Advertisements.
69
18
13
0
10
20
30
40
50
60
70
80
Yes No Missing
Respondentsthat are aware of Display
Banner Ads
Display Banner Ads

Video Interstitials
Aware 47 47.0 54.0 54.0
Unaware 40 40.0 46.0 100.0
Total 87 87.0 100.0
Total 100 100.0
Table.7.9.4: Represents Respondents that are aware of Video Interstitials
Figure 7.9.4: Represents number of Respondents that are aware of Video Interstitials
Out of 100 respondents, 54% respondents are aware of Video Interstitial advertisements and
46% are unaware of Video Interstitial.
47
40
13
0
5
10
15
20
25
30
35
40
45
50
Yes No Missing
Respondnetsthat are aware of Video
Interstitial
Respondnets that are aware of
Video Interstitial

Sponsored Ads
Aware 73 73.0 83.9 83.9
Unaware 14 14.0 16.1 100.0
Total 87 87.0 100.0
Total 100 100.0
Table.7.9.5: Represents Respondents that are aware of Sponsored Ads
Figure 7.9.5: Represents number of Respondents that are aware of Sponsored Ads
Out of 100 respondents ,83.9% respondents are aware of Sponsored Advertisements and 16.1%
are unaware of Sponsored Advertisements.
73
14 13
0
10
20
30
40
50
60
70
80
Yes No Missing
Respondnetsthat are aware of Sponsored
Advertisements
Respondnets that are aware of
Sponsored Advertisements

Sponsored Tweets
Aware 30 30.0 34.5 34.5
Unaware 57 57.0 65.5 100.0
Total 87 87.0 100.0
Total 100 100.0
Table.7.9.6: Represents Respondents that are aware of Sponsored Tweets.
Figure 7.9.6: Represents number of Respondents that are aware of Sponsored Tweets
Out of 100 respondents , 34.5% respondents are aware of Sponsored Tweets and 65.5% are
unaware of Sponsored Tweets..
0
10
20
30
40
50
60
Yes No Missing
Respondentsthat are aware of Sponsored
Tweets
Sponsored Tweets

Impact Ads
Aware 40 40.0 46.0 46.0
Unaware 47 47.0 54.0 100.0
Total 87 87.0 100.0
Total 100 100.0
Table.7.9.7: Represents Respondents that are aware of Impact Ads
.
Figure7.9.7: Represents number of Respondents that are aware of Impact Ads.
Out of 100 respondents , 46% respondents are aware of Impact Advertisements and 54% are
unaware of Impact Advertisements.
0
5
10
15
20
25
30
35
40
45
50
Yes No Missing
Respondentsthat are aware of Impact
Advertisements
Impact Advertisements

Native Ads
Aware 40 40.0 46.0 46.0
Unaware 47 47.0 54.0 100.0
Total 87 87.0 100.0
Total 100 100.0
Table.7.9.8: Represents Respondents that are aware of Native Ads
Figure 7.9.8: Represents number of Respondents that are aware of Native Ads.
Out of 100 respondents, 88.5% respondents are aware of Native Advertisements and 11.5% are
unaware of Native Advertisements.
0
10
20
30
40
50
60
70
80
90
Yes No Missing
Respondentsthat are aware of Native
Advertisements
Native Advertisements

7.10 When you saw Native advertisement for the first time how did you react?
Figure 7.10: Represents reaction of respondents when thy saw Native advertisement for the
first time.
Out of 100 Respondents, 3% of respondents realized it was an advertisement, 5.9% of
respondents closed the advertisement, 20.8% of respondents clicked the advertisement but did
not pay attention to the product, 68.3% of respondents clicked on the advertisement and saw
the product and 2% of respondents clicked on the advertisement and bought the product
3 5.9
20.8
68.3
0
10
20
30
40
50
60
70
80
Realized it was
an Ad
Closed the Ad Clicked on the
ad but did not
pay attention
to the product
Clicked on the
Ad and saw
the product
Respondentsreaction when they saw Native
advertisements for the first time
Respondents reaction when
they saw Native advertisements
for the first time

7.11 State your opinions on the following
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
I think native advertisements are better at visual experience than other forms
of advertisements
87 4.1724 .93020 .09973
I think native advertisements are better at brand recalls than other forms of
advertisements
87 3.5632 .78801 .08448
I do not think native advertisements are more credible to increase the average
time spent per session online
86 2.4070 1.06691 .11505
It makes no difference for me on seeing a native ad or a banner ad 87 3.1724 1.18328 .12686
I think native advertisements are creative enough to reach the actual brand
messages to its consumers in a subtle manner
87 4.0690 1.11848 .11991
I would believe experts over native advertisements 87 3.2644 .68979 .07395
I think that the advertisers are reaching the right target audience through
native advertisements
87 3.5862 .72420 .07764
By integrating relevant content into beautiful editorial experiences, native
ads can significantly increase the engagement and effectiveness of a
marketers campaign
87 3.7816 1.09359 .11725
The way a native ad is integrated into content is extremely important 87 4.2644 1.01683 .10902
Native ads must be presented in the same way as associated content,
personalized for the viewer , optimized for the device and related to the
context of the page or article
86 3.4419 .92805 .10007
Native ads must also deliver content relevant to the consumer 87 4.2414 .97606 .10464
Native advertising is best when publisher and advertisers objectives are
aligned
87 3.7241 .75775 .08124
Ads should be clearly identified as sponsored content 87 4.2759 .81682 .08757
Ensuring transperancy in native advertising will increase user trust and
campaign performance
87 3.5747 .99571 .10675
Branded searches see more times the lift when ads are integrated with an
editorial feed compared to standard display
87 3.7586 .86220 .09244
Table 7.11: Represents opinions of the Respondents about various features of Native
advertisements

Test Value = 4
t df
Sig. (2-
tailed)
Mean
Difference
I think native advertisements are better at visual experience than other
forms of advertisements
1.729 86 .087 .17241
I think native advertisements are better at brand recalls than other forms
of advertisements
-5.170 86 .000 -.43678
I do not think native advertisements are more credible to increase the
average time spent per session online
-
13.847
85 .000 -1.59302
It makes no difference for me on seeing a native ad or a banner ad -6.524 86 .000 -.82759
I think native advertisements are creative enough to reach the actual
brand messages to its consumers in a subtle manner
.575 86 .567 .06897
I would believe experts over native advertisements -9.947 86 .000 -.73563
I think that the advertisers are reaching the right target audience through
native advertisements
-5.330 86 .000 -.41379
By integrating relevant content into beautiful editorial experiences, native
ads can significantly increase the engagement and effectiveness of a
marketers campaign
-1.863 86 .066 -.21839
The way a native ad is integrated into content is extremely important 2.425 86 .017 .26437
Native ads must be presented in the same way as associated content,
personalized for the viewer , optimized for the device and related to the
context of the page or article
-5.577 85 .000 -.55814
Native ads must also deliver content relevant to the consumer 2.307 86 .023 .24138
Native advertising is best when publisher and advertisers objectives are
aligned
-3.396 86 .001 -.27586
Ads should be clearly identified as sponsored content 3.150 86 .002 .27586
Ensuring transparency in native advertising will increase user trust and
campaign performance
-3.984 86 .000 -.42529
Branded searches see more times the lift when ads are integrated with an
editorial feed compared to standard display
-2.611 86 .011 -.24138
Table 7.11: Represents opinions of the Respondents about various features of Native
advertisements

7.11.1 For evaluating the level of agreements for the given Statement: I think native
advertisements are better at visual experience than other form of advertisements
Ho = 4
Ha < 4
Since p value is > 0.05, Hence accept Ho and reject Ha.
This implies that the respondents agree with the given statement: I think native advertisements
are better at visual experience than other form of advertisements.
advertisements are better at brand recalls than other forms of advertisements
Ho = 4
Ha < 4
Since p value is < 0.05, Hence reject Ho and accept Ha.
This implies that the respondents do not agree with the given statement I think native
advertisements are better at brand recalls than other forms of advertisements.
7.11.3 For evaluating the level of agreements for the given Statement : I do not think
native advertisements are more credible to increase the average time spent per session
online
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given statement: : I do not think native
advertisements are more credible to increase the average time spent per session online.

Understand the effect of Native Advertising on consumer attitude and behaviour
100
7.11.4 For evaluating the level of agreements for the given Statement : It makes no
difference for me on seeing native add or a banner add
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given statement: It makes no difference
for me on seeing native add or a banner add
advertisements are creative enough to reach the actual brand messages to its consumers
in a subtle manner
Ho = 4
Ha < 4
This implies that the respondents agree with the given statement: I think native advertisements
are creative enough to reach the actual brand messages to its consumers in a subtle manner.
7.11.6 For evaluating the level of agreements for the given Statement: I would believe
experts over native advertisements
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given statement: I would believe experts
over native advertisements.

101
7.11.7 For evaluating the level of agreements for the given Statement: I think that
advertisers are reaching the right target audience through native advertisements
Ho = 4
Ha < 4
Since p value is < 0.05, hence reject Ho and accept Ha.
This implies that the respondents do not agree with the given statement: I think that advertisers
are reaching the right target audience through native advertisements.
7.11.8 For evaluating the level of agreements for the given Statement: By integrating
relevant content into beautiful editorial experiences, native ads can significantly increase
the engagement and effectiveness of a marketer’s campaign
Ho = 4
Ha < 4
Since p value is < 0.05, hence reject Ho and reject Ha.
This implies that the respondents do not agree with the given statement: By integrating relevant
content into beautiful editorial experiences, native ads can significantly increase the
engagement and effectiveness of a marketer’s campaign
7.11.9 For evaluating the level of agreements for the given Statement: The way a native
ad is integrated into content is extremely important
Ho = 4
Ha < 4
Since p value is <0.05, Hence reject Ho and reject Ha.
This implies that the respondents do not agree with the given statement: The way a native ad
is integrated into content is extremely important.

102
7.11.10 For evaluating the level of agreements for the given Statement: Native ads must
be presented as the same way as associated content, personalized for the viewer,
optimized for the device, and related to the context of the page or article.
Ho = 4
Ha < 4
Since p value is < 0.05, hence reject Ho and reject Ha.
This implies that the respondents do not agree with the given statement: Native ads must be
presented as the same way as associated content, personalized for the viewer, optimized for the
device, and related to the context of the page or article.
7.11.11 For evaluating the level of agreements for the given Statement: Native ads must
also deliver content relevant to the consumer
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given statement: Native ads must also
deliver content relevant to the consumer
7.11.12 For evaluating the level of agreements for the given Statement: Native
advertisements are best when publisher and advertiser objectives are aligned
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given statement: Native advertisements
are best when publisher and advertiser objectives are aligned

103
7.11.13 For evaluating the level of agreements for the given Statement: Ads should be
clearly identified as sponsored content.
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given statement: Ads should be clearly
identified as sponsored content.
7.11.14 For evaluating the level of agreements for the given Statement: Ensuring
transparency in native advertising will increase user trust and campaign performance.
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given statement: Ensuring transparency
in native advertising will increase user trust and campaign performance.
7.11.15 For evaluating the level of agreements for the given Statement: Branded searches
see more times the lift when ads are integrated within an editorial feed compared to
standard display
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given statement: Branded searches see
more times the lift when ads are integrated within an editorial feed compared to standard
display.

104
7.12 Rate the following types of parameters with respect to Native and traditional
advertising
Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Interesting
Native 6.8966 87 1.89880 .20357
Traditional
digital ads
4.0460 87 1.46992 .15759
Influence
you to
purchase
Native 6.2184 87 1.74826 .18743
Traditional
digital ads
5.2644 87 3.26881 .35045
Interactive
Native 7.6092 87 2.08737 .22379
Traditional
digital ads
5.7816 87 2.61670 .28054
Spoils
surfing
experience
Native 4.2644 87 2.72140 .29177
Traditional
digital ads
6.8966 87 2.26210 .24252
Induces
Loyalty
Native 5.8851 87 1.96732 .21092
Traditional
digital ads
4.7931 87 2.02965 .21760
Makes you
switch from
your current
brand
Native 6.3908 87 2.00207 .21464
Traditional
digital ads
4.2069 87 2.16278 .23187
Table 7.12.1: Represents engagement level of Respondents on various types of Native
advertisements.

105
Paired Samples Correlations
N Correlation Sig.
Interesting
Native & Traditional digital
advertising
87 .335 .002
Influencing
you to
purchase
advertising
87 .543 .000
Interactive
advertising
87 .433 .000
Spoils surfing
experience
advertising
87 .023 .830
Induces
Loyalty
advertising
87 .562 .000
Makes you to
switch from
your current
brand
advertising
87 .317 .003
advertisements

106
Paired Samples Test
Paired Differences T df
Sig. (2-
tailed)
Mean Std. Deviation Std. Error Mean
Interesting
Native &
Traditional digital
advertising
2.85057 1.97383 .21162 13.470 86 .000
Influencing
you to
purchase
Native &
Traditional digital
advertising
.95402 2.74458 .29425 3.242 86 .002
Interactive
Native &
Traditional digital
advertising
1.82759 2.54361 .27270 6.702 86 .000
Spoils
surfing
experience
Native &
Traditional digital
advertising
-2.63218 3.49789 .37501 -7.019 86 .000
Induces
Loyalty
Native &
Traditional digital
advertising
1.09195 1.87165 .20066 5.442 86 .000
Makes you
to switch
from your
current
brand
Native &
Traditional digital
advertising
2.18391 2.43773 .26135 8.356 86 .000
advertisements

107
7.12.1 For evaluating the level of agreements for the given pair for parameter Interesting
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given pair for parameter Interesting.
7.12.2 For evaluating the level of agreements for the given pair for parameter influencing
you to purchase
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given pair for parameter influencing
you to purchase.
7.12.3 For evaluating the level of agreements for the given pair for parameter Interactive
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given pair for parameter Interactive.
7.12.4 For evaluating the level of agreements for the given pair for parameter Spoils
surfing experience
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given pair for parameter Spoils surfing
experience.

108
7.12.5 For evaluating the level of agreements for the given pair for parameter Induces
Loyalty
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given pair Induces Loyalty.
7.12.6 For evaluating the level of agreements for the given pair for parameter makes you
switch from your current brand
Ho = 4
Ha < 4
This implies that the respondents do not agree with the given pair Makes you switch from your
current brand.

109
7.13 On mobile devices which among the two forms of advertisements would you prefer?
Native 57 57.0 65.5 65.5
Digital 30 30.0 34.5 34.5
Total 87 87.0 87.0 87.0
Missing System 13 13.0 13.0 13.0
Total 100 100 100.0 100.0
Table 7.13: Represents preference of Respondents from twoforms of advertisements on Mobile
devices.
Figure 7.13: Represents preference of Respondents from two forms of advertisements
on Mobile devices.
Out of 100 Respondents, 65.5% of respondents prefer Native advertisements and 34.5% of
respondents prefer Digital advertisements.
57
30
13
0
10
20
30
40
50
60
Native
advertisements
Digital
advertisement
Missing
Preferredadvertisement on mobile devices
by respondents
Preferred advertisement on
mobile devices by respondents

110
7.14 Opinions on the following
One-Sample Statistics
N Mean
Std.
Deviation
Std. Error
Mean
Native advertisements have influenced me in the purchase of a product 87 3.5977 1.26178 .13528
Native advertisements are more trust worthy than other advertisements 87 3.1494 .70758 .07586
Native advertisements help me in remembering the content of the
advertisements but not the brand
87 3.8621 .57410 .06155
Native advertisements alone is not enough to convince me to buy a
product
87 2.9655 1.01670 .10900
Native advertisements help in better engagement than other forms of
87 3.7701 .81699 .08759
Native advertisements are more informative than other forms of digital
advertisements
87 4.0345 1.01670 .10900
Native advertisements spoil my overall surfing experience 87 3.0000 1.18125 .12664
Native advertisements are misleading 87 2.9080 1.08512 .11634
Native advertisements will not be effective in the long term once people
realize that they are just a form of advertisements
87 3.6552 .89997 .09649
Table 7.14: Represents Respondents opinions on various features of native advertisements

111
One-Sample Test
Test Value = 4
T df
Sig. (2-
tailed)
Mean
Difference
Native advertisements have influenced me in the purchase of a product -2.974 86 .004 -.40230
Native advertisements are more trust worthy than other advertisements -11.212 86 .000 -.85057
Native advertisements help me in remembering the content of the
advertisements but not the brand
-2.241 86 .028 -.13793
Native advertisements alone is not enough to convince me to buy a
product
-9.491 86 .000 -1.03448
Native advertisements help in better engagement than other forms of
-2.625 86 .010 -.22989
Native advertisements are more informative than other forms of digital
advertisements
.316 86 .753 .03448
Native advertisements spoil my overall surfing experience -7.896 86 .000 -1.00000
Native advertisements are misleading -9.386 86 .000 -1.09195
Native advertisements will not be effective in the long term once people
realize that they are just a form of advertisements
-3.574 86 .001 -.34483
Table 7.14: Represents Respondents opinions on various features of native advertisements

112
advertisements have influenced me in the purchase of a product
This implies that the respondents do not agree with the given Statement: Native advertisements
have influenced me in the purchase of a product.
advertisements are more trust worthy than other advertisements
Ho = 4
Ha < 4
are more trust worthy than other advertisements.
advertisements help me in remembering the content of the advertisements but not the brand
Ho = 4
Ha < 4
help me in remembering the content of the advertisements but not the brand.
advertisements alone is not enough to convince me to buy a product
Ho = 4
Ha < 4
alone is not enough to convince me to buy a product.

113
advertisements help in better engagement than other forms of digital advertisements
Ho = 4
Ha < 4
help in better engagement than other forms of digital advertisements.
advertisements are more informative than other forms of digital advertisements
Ho = 4
Ha < 4
This implies that the respondents agree with the given Statement: Native advertisements are
more informative than other forms of digital advertisements.
advertisements spoil my overall surfing experience
Ho = 4
Ha < 4
spoil my overall surfing experience.

114
advertisements are misleading
Ho = 4
Ha < 4
are misleading.
advertisements will not be effective in the long term once people realize that they are just a
form of advertisements
Ho = 4
Ha < 4
will not be effective in the long term once people realize that they are just a form of
advertisements.

115
7.15 Incase a user has an option to block native advertisements completely?
What will the user do
Yes 20 20.0 23.0 23.0
No 67 67.0 77.0 100.0
Total 87 87.0 100.0
Total 100 100.0
Table 7.15: Represents Respondents choice if given an option to block native advertisements
completely.
Figure 7.15: Represents Respondents choice if given an option to block native advertisements
completely.
Out of 100 Respondents, 23% of respondents will block native advertisements and 77%
respondents will not block native advertisements.
20
67
13
0
10
20
30
40
50
60
70
80
Yes No Missing
Respondentschoice when given an option to
block native advertisements
Respondents choice when given
an option to block native
advertisements

116
7.16 Now a days Ad-words are useda lotin Native ads, do youthink adwords
make native ads more reliable or trustworthy.
Very Relevant 2 2.0 2.3 2.3
Relevant 60 60.0 69.0 71.3
Doesn’t Matter 18 18.0 20.7 92.0
Not Relevant 7 7.0 8.0 100.0
Total 87 87.0 100.0
Total 100 100.0
Table 7.16: Represents Respondents views on Ad-words used in Native advertisements
Figure.7.16: Represents Respondents view on ad-words used in Native advertising
When asked if ad-words used in Native ads are reliable and trustworthy, out of 100
Respondents, 2.3% of respondents found this statement very relevant, 69% of respondents
found this statement relevant, It does not matter to 20.7% of respondents and 8% of
respondents do not find this statement relevant.
2
60
18
7
13
0
10
20
30
40
50
60
70
Very
Relevant
Relevant Doesn’t
Matter
Not
Relevant
Missing
Respondentsview on Native advertisements
Respondents view on Native
advertisements

117
Chapter 8: Conclusion and Recommendations
8.1 Major Findings:
o Out of 100 Respondents, 10% belong to 16 – 23years of age group, 51% belong to 24 –
30 years of age group, 26% belong to 31 – 39% years of age group and 13% belong to
40+ years of age group.
o Out of the 100 Respondents, 22 % respondents are graduate and 78% are post graduate.
o Out of 100 Respondents,
o Out of 100 Respondents,.
o Out of 100 Respondents, 8% respondents spend less than an hour on Internet, 6%
respondents spend 1- 2 hours on internet, 50% respondents spend 3 – 4 hours on internet
and 36% respondents spend 4 hours and above on internet.
o Out of 100 Respondents, 95% of respondents have come across digital advertisements
while surfing internet and 5% of respondents have not come across digital
advertisements while surfing internet.
o Out of 100 Respondents, 86.9% respondents are aware of digital advertisements and
13.1% are unaware of digital advertisements.
o The respondents agree with the awareness of different forms of digital advertisements
online with response such as: 62% are aware of Pop ups, 66% are aware of Pre-rolls,
79.3% are aware of Display banner ads, almost 50% are aware of Video
interstitials,83.9% are aware of Sponsored ads,34.5% are aware of Sponsored tweets, 46%
are aware of Impact ads, while majority of the Respondents 88.9% are aware of Native
ads.
o When Respondents saw a native ads for the first time, only 3% of respondents realized it
was an ad, 5.9% closed the ad on seeing it, 20.8% clicked on the ad but did not see the
product, while majority of Respondents i.e 68.3% clicked on the ad and saw the product,
2% saw the ad and purchased the product too.
o The respondents agree that native advertisements are better at visual experience than other
forms of advertisements
o The respondents do not agree that native advertisements are better than other
advertisements at brand recall.
o The respondents agree that native advertisements are credible enough to increase the
average time spent by a user per session online.

118
o The respondents could find out the difference between a Native ad and a Display banner
Ad most of the times.
o The respondents agree that native ads are creative enough to reach the actual brand
messages to its consumers in a subtle manner.
o The respondents do not agree with believing Experts over Native ads
o The respondents ado not agree that the advertisers are reaching the right target audience
through Native ads.
o The respondents agree that by integrating relevant content into beautiful editorial
experiences, native ads can significantly increase the engagement and effectiveness of a
marketer’s campaign
o The respondents do not agree that the way a native ad is integrated into content is
extremely important.
o The respondents do not agree that native ads must be presents as the same way as
associated content, personalized for the viewer, optimized for the device, and related to
the context of the page of the article
o The respondents do not agree that a Native ads are best when publisher and advertiser
objectives are aligned.
o The respondents do not agree that Native ads should be clearly identified as sponsored
content
o The respondents do not agree that increasing transparency in native ads will increase the
user trust and campaign performance
o Out of 100, 65% respondents prefer Native ads than traditional digital advertisements on
mobile devices.
o The respondents do not agree that native ads influenced the to purchase a product online
o The respondents do not agree that Native ads are more trustworthy than other ads
o The respondents do not agree that native ads help them in remembering the content of the
ad but not the brand.
o The respondents are of the opinion that Native ads if placed well, can alone be enough in
convincing a respondent to buy a product
o The respondents agree that native ads are more informative than other digital ads online
o The respondents do not agree that native ads spoil their overall surfing experience.
o The respondents are of the opinion that Native ads are not misleading
o The respondents do not think that Native ads won’t be effective in the long run, once
people start to realize that they are just a form of advertisements

119
o Out of 100 respondents, if given a choice to block Native ads while surfing online 77%
of respondents wont block them
o When asked if ad-words used in Native ads are reliable and trustworthy,
out of 100 Respondents, 2.3% of respondents found this statement very relevant, 69%
of respondents find this statement relevant, It does not matter to 20.7% of respondents
and 8% of respondents do not find this statement relevant.

120
8.2 Recommendations:
o The findings of the present study clearly states that a large number of consumers are
engaging with Native advertisements online without even realizing it’s a form of
advertisement. The feature of Native ads that makes them so similar to content article
on a page is the real reason behind the higher engagement rate and increase in the time
spent per session online
o Native ads need to be more creative and smartly integrated in the relevant content by
the advertisers to increase the effectiveness of an ad campaign
o There need not be an option to block native ads but study finds out if given a choice
consumer demands an ‘avoid ads’ button on sponsored contents
o Ensuring transparency in native advertising will increase user trust and campaign
performance
o The credibility of Native ads can only be judged if it reaches the right target audience
o Native advertisements does increase brand lift hence they should be optimized well
before sending across the target audience
o Advertisers and publishers both should take care that Native ads are never misleading
and it is not spoiling the overall surfing experience of its consumers.
o If Native ads are creative enough along with being informative, consumers agree to
share it with family and friends before purchasing a product.
o On mobile devices large number of consumers nowadays prefers native ads over
traditional display ads.

121
Annexures
Annexure 1 – Questionnaire:
Mention your gender?
 Male
 Female
Which age group do you fall in?
 16-23
 24-39
 40+
What is your Education Qualification?
 SSC
 HSC
 Graduate
 Post Graduate
1.Can you please rate the following mediums on the basis of your time spent?
Rate on scale of 1-5 (1 being the lowest and 5 being the highest )
Medium 1 2 3 4 5
Television
Print
Outdoor
Radio
Online
Mobile
Cinema

122
2. Rate these advertising mediums from 1-10 with 10 being most likely to make you purchase
a product and 1 least likely to make you purchase a product
3 .In a day how much time do you spend on Internet?
 Less than an hour
 1-2 hrs
 3-4 hrs
 4 hrs and more
4.Have you come across any digital advertisements while surfing the internet ?
 Yes
 No
(Proceed to next Question if YES and terminate if NO)
5. Are you aware of any digital advertisements?
 Yes
 No (Terminate Questionnaire)
Advertising Medium Rating
TV Ads
Print Ads
Digital Advertisements
Outdoor Advertisements
Native Advertisements

123
6.Which of these digital advertisements are you aware of ? (Multiple ticks allowed) (If unaware
of native then terminate questionnaire)
Type Awareness
Pop Ups
Pre-rolls
Display Banner Ads
Video Interstitial
Sponsored Ads
Sponsored Tweets
Impact Ads
Native Ads
7. When you saw a native advertisement for the first time how did you react? (multiple ticks
allowed)
 Realized it was an ad
 Closed the Ad
 Clicked on the Ad but did not pay attention to the product
 Clicked on the Ad and saw the product
 Clicked on the Ad and bought the product

124
8. State your opinions on the following statements
Statement
Strongly
Disagree
disagree Neutral Agree Strongly
Agree
I think native advertisements are better at
visual experience than other forms of
advertisements
I think native advertisements are better at
brand recalls that other forms of
advertisements
I do not think native advertisements are
more credible to increase the average time
spent per session online
It makes no difference for me on seeing a
Native Ad or a banner AD
I think native advertisements are creative
enough to reach the actual brand messages
to its consumers in a subtle manner
I would believe experts over native
advertisements
I think that the advertisers at reaching the
right target audience through native
advertisement
By integrating relevant content into
beautiful editorial experiences, native ads
can significantly increase the engagement
and effectiveness of a marketer's
campaigns
The way a native ad is integrated into
content is extremely important

125
Native ads must be presented in the same
way as associated content, personalized for
the viewer, optimized for the device, and
related to the context of the page or article
Native ads must also deliver content
relevant to the consumer.
Native advertising is best when publisher
and advertiser objectives are aligned
Ads should be clearly identified as
sponsored content
Ensuring transparency in native advertising
will increase user trust and campaign
performance.
Branded searches see more times the lift
when ads are integrated within an editorial
feed compared to standard display

126
9. Rate the following types of native advertisements depending on your level of engagement
and preference on a scale of 1-5 where (1 being lowest and 5 being highest)
10. Rate the following parameters with respect to Native and Traditional advertising on the
scale of 1 -10 (1 being the least important parameter)
Type 1 2 3 4 5
Sponsored post
Sponsored videos
Promoted article
Branded application
Sponsored portals
Sponsored Tweets
Info graphics
Parameters Native Traditional
digital
advertising
Interesting
Influencing you to purchase
Interactive
Spoils surfing experience
Induces Loyalty
Makes you switch from your current brand

127
11. On mobile devices which among the two forms of advertisements would you prefer?
 Native advertisement
 Digital advertisement

128
12. State your opinion on the following statements
Type Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
Native advertisements
have influenced me in the
purchase of a product
Native advertisements are
more trustworthy than
other advertisements
help me in remembering
the content of the
advertisement but not the
brand
Native advertisement
alone is not enough to
convince me to buy a
product
help in better engagement
than other forms of
more informative than
other forms of digital
advertisements
spoil my overall surfing
experience

129
13. Incase you have an option to block native advertisemsnts completely? What would you do
and also give reasons
 Yes Block them ____________________________________
 No _____________________________________
14. Nowadays Adwords are used alot in Native ads, do you think adwords make native ads
more reliable or trustworthy? Choose the statement that fits this statement best?
1.Very Relevant
2.Relevant
3.Doesn’t Matter
4.Not Relevant
misleading
will not be effective in
the long term once people
realize that they are just a
form of advertisements

130
Annexure: List of Tables
7.1 Represents the gender of Respondents 79
7.2 Represents the Age Group of the Respondents 80
7.3 Represents the education Qualification of the Respondents 81
7.4.1 Represents the time spent on various mediums by the Respondents 82
7.5 Represents the mediums that make Respondents purchase a product 84
7.6 Represents the amount of time spent in a day by Respondents on Internet 85
7.7
Represents the number of Respondents that have come across Digital
advertisements while surfing the Internet
86
7.8
Represents the number of Respondents that are awareness of Digital
Advertisements
87
7.9.1 Represents opinions of Respondents on the awareness of Pop-Up ads 88
7.9.2 Represents opinions of Respondents on the awareness of Pre roll ads 89
7.9.3
Represents opinions of Respondents on the awareness of Display Banner
ads
90
7.9.4 Represents opinions of Respondents on the awareness of Video Interstitials 91
7.9.5 Represents opinions of Respondents on the awareness of Sponsored ads 92
7.9.6
Represents opinions of Respondents on the awareness of Sponsored
Tweets
93
7.9.7 Represents opinions of Respondents on the awareness of Impact ads 94
7.9.8 Represents opinions of Respondents on the awareness of Native ads 95
7.10
Represents Respondents reaction when they first saw a Native
advertisement
97
7.11 Represents Opinions of Respondents on various features of Native ads 98
7.11 Represents Opinions of Respondents on various features of Native ads 99
7.12.1
Represents the engagement level of Respondents on various types of
Native ads
105
7.12,2
Native ads
106

131
7.12.3
Native ads
107
7.13
Represents preference of Respondents from two forms of advertisements
on Mobile devices
110
7.14.1 Represents opinions of Respondents on various features of Native ads 111
7.14.2 Represents opinions of Respondents on various features of Native ads 112
7.15
Represents choice of Respondents if given an option to completely block
Native Ads
116
7.16 Represents Respondents views on Native advertisements 117

132
Annexure: List of Figures
7.1 Represents the gender of Respondents 79
7.2 Represents the Age Group of the Respondents 80
7.3 Represents the education Qualification of the Respondents 81
7.5 Represents the mediums that make Respondents purchase a product 84
7.6 Represents the amount of time spent in a day by Respondents on Internet 85
7.7
Represents the number of Respondents that have come across Digital
advertisements while surfing the Internet
86
7.8
Represents the number of Respondents that are awareness of Digital
Advertisements
87
7.9.1 Represents opinions of Respondents on the awareness of Pop-Up ads 88
7.9.2 Represents opinions of Respondents on the awareness of Pre roll ads 89
7.9.3 Represents opinions of Respondents on the awareness of Display Banner ads 90
7.9.4 Represents opinions of Respondents on the awareness of Video Interstitials 91
7.9.5 Represents opinions of Respondents on the awareness of Sponsored ads 92
7.9.6 Represents opinions of Respondents on the awareness of Sponsored Tweets 93
7.9.7 Represents opinions of Respondents on the awareness of Impact ads 94
7.9.8 Represents opinions of Respondents on the awareness of Native ads 95
7.10 Represents Respondents reaction when they first saw a Native advertisement 97
7.13
Represents preference of Respondents from two forms of advertisements on
Mobile devices
110
7.15
Represents choice of Respondents if given an option to completely block
Native Ads
116
7.16 Represents Respondents views on Native advertisements 117

133
Annexure: List of Images
3.17.1 Represents Sponsored content perception among the respondents 57
3.17.2 Represents how brands on credible media sites benefit tremendously. 57

134
Bibliography:
Articles:
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content-audience-ethics-effectiveness
2. http://marketingland.com/5-research-based-findings-prove-content-marketing-better-native-
advertising-129953
3. http://www.forbes.com/sites/jeffbercovici/2013/01/15/the-atlantic-on-that-scientology-
advertorial-we-screwed-up ↩
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Advertising-Study-2014-2018-Spending-Grow
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rketing+Strategy+In+Asia+Pacific/fulltext/-/E-res120914
9. http://www.reuters.com/article/2015/06/11/research-and-markets-
idUSnBw115463a+100+BSW20150611
10. http://www.marketingtechnews.net/news/2015/sep/25/poor-content-marketing-and-one-three-
customers-will-move-tech-brands-warned/
11. http://beebyclarkmeyler.com/digital-marketing-case-studies/native-advertising-case-study/
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stay/
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