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Shaping the Future of Marketing

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The world’s first sponsored content online store, with fixed prices for publications. It’s all-in-one service for creating and sharing news and stories with the whole world on your own terms.

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According to some , native advertising is becoming mass-market. It has proven to be effective, in comparison with other promotion tools, e.g. display advertising. Therefore, more and more brands are developing native advertising production and trying to place it in online media. However, budget allocation is not enough for appropriate promotion. There is still a need to collect resources for placement. So, here are five metrics to analyse if your company wants a better option for sponsored content placement. research 1. Relevance To be effective, native advertising should be viewed by the users who are potentially interested in promoted products and services. It means carefully choosing the best placement sites for sponsored content. For instance, a startup developing an ecommerce chatbot shouldn’t place a native ad on thematic marketing portals — the audience there is quite different from his target one. Therefore, the first factor to be analysed before placing native advertising is its relevance. This metric may be defined not only by the mind, but also by specialized tools like the service from Alexa. Find Similar Sites Here, if you type in a site that perfectly fits your business domain in the search bar, the service will give you a list of similar resources. A Find Similar Sites user needs a subscription, but there are a few options available for free. 2. Audience geographical location Businesses often care about their customers’ location. If a company sells something less popular than an iPhone, it’s likely that there will be more of its target audience in particular locations. This means that products’ and services’ advertising should concentrate on the the users who are residents of target regions. helps to find an audience from various locations. This popular analytical tool is quite accurate in displaying geographical locations. Even its freely-available functionality is enough to figure out the most common trends and get lucky with sponsored content placement. SimilarWeb 3. Audience scale Native advertising views are crucial when working with media. Spending even small sums of money on the placement of content that very few people will see is not the best idea, as it leads to losses (content preparation also needs budget). Therefore, media resources’ traffic should be analysed. Alexa and Similar display the traffic volume of a particular site. The problem is that there are many ways to buy traffic from different regions today. So it’s no use relying solely on this metric. Beside traffic volume analysis, you should study social media accounts. Subscribers can be bought there, but if the site content is really interesting to the audience, publishing it on social media will cause a vivid reaction. Active communities in social media are a great addition to external analytical services. 4. Popular articles Having a large number of site readers is good. However, it does not mean that a particular site is suitable for sponsored content placement. It is essential to understand how popular your article can be on this resource. So, you should analyze the effectiveness of the content published by the editor in the desired section and compare it with the popularity of native advertising placed by the source. is a perfect tool here. It helps to see the results of a specific article on the site. This is how it works: we want to place sponsored content related to gadgets and mobile devices on the VentureBeat website. We find an editor’s on the topic and test it by BuzzSumo: BuzzSumo article After scrolling through the site’s feed, several sponsored articles on the same topics will be found. Let’s compare their effectiveness with the popularity of the editor’s content: As you can see, the articles show similar results. It means that the sponsored content’s popularity is unlikely to be less. 5. Price Even if you’re ok with the above-mentioned site indicators, the publication won’t come out if the price is too high for you. Therefore, before spending time on the negotiations with the publication’s Sales Department, it’s worth checking the price for the advertising on the website. You can find it on marketplace. PRNews.io This service shows the prices for different categories of native advertising in specific media and from a particular domain. So you can twig the placement cost, with no need for long negotiations, and order placement in a couple of clicks.

5 Metrics to Evaluate a Site’s Native Advertising Potential

The beginning of a new year is a good time to talk about the future trends of native advertising that big brands and startup marketers will try to embrace. The inception of native advertising on new platforms Native advertising is now going beyond media and blogs. Social media have provided the opportunity of earning money to active users, not only by incorporated advertising, but also by the effective content integration of various brands’ offers. In contrast, companies are able to reach a large audience without paying the relevant media for this access. The number of platforms which allow the placement of such advertising is constantly growing. Now, marketing and native promotion tools are not only blogs, Instagram and YouTube. At the same time, a few years ago, MirriAd, a company dealing with native advertising, led a campaign with Universal Music Group. During this campaign, was inserted into music artists’ clips. native advertising Today, streaming services like Pandora and Deezer are with musical native advertising. Musicians can buy ‘listenings’ of their songs — just like buying views in social media. Everything shows that the number of platforms and the ways to display native advertising will only grow. experimenting The death of advertising on the mobile web More and more advertisers realise that people use smartphones differently to desktop computers. According to the , only 11% of users go to the mobile versions of sites, while most of them (89%) prefer to spend time in apps. The developers feel this trend, so today there are now mobile apps for all occasions — the number of them in popular stores is approximately . statistics 5 million In-app advertising is much more effective than promotion on the mobile web simply because an app is more convenient for users., in-app native ads are viewed three times more often than the banners on mobile sites. Analysts at Business Insider stated that the likes, shares and other involvement indexes of in-app advertising are 20–60% higher than mobile banners. According to a MMA study All this leads to the fact that in-app advertising is pushing out mobile web, as stated in the . According to this company, in 2016 the budget spent on advertising in the mobile web was 19% and 81% was spent on the in-app advertising. This year, the web has had only 6% and the applications, 94%. Next year, the advertising in the mobile web will finally die. survey of Smaato, advertising platform Native video content development In recent years, the fast-growing advertising channel has been video. And that’s because of the high involvement indexes in comparison to other types of content on different platforms. Today, there are two basic ways to insert ads into video: pre-rolls and commercial breaks or native integration. The first option is not very popular with the audience — few people like to watch ads before or during the videos just like on TV. In contrast, native integration does not cause such irritation from the audience. The company Sharethrough completed a comparing five advertising campaigns with pre-rolls, to the same number of native campaigns. The results in each case were better when using native ads. In one case, the advertised brand, soft drink Jarritos, significantly increased its brand lift (user interaction with the brand) on native placements, while pre-rolls only gave only a 2.1% increase. survey PR role changes The growing number of channels and the ways of communication also lead to change in the role of internal PR departments. Today, business is able to interact with the audience in different ways and in different situations. At some moments, it may be required to work in crisis management, to extinguish the negativity and to prevent someone writing about an event. PR professionals capable of preventing the publication become more valuable than those “making the placement”. Meanwhile, other situations require different skills like events promotion, support on a new product launch and so on. A staff PR service can’t do everything at the same time, so outsourcing is becoming more and more popular in dealing with the emerging challenges. For example, the staff’s volume of work may become so large that they won’t be willing to spend time on media relations. They may just use native advertising and publish the relevant content on a fee basis, but they would do it promptly and with a certain standard. Content marketing: the distribution problem is key Traditionally, major brands marketers have been used to making large advertising purchases on TV, radio and in print media. This market is well-established, the interaction chains are up and running with specific market players (from agencies to brokers and intermediary networks) responsible for each stage of advertising: from the need for advertising to its appearance in the targeted media. The pricing scheme of advertising solutions is clear and it has not changed for decades. Sponsored publications in online media are not as simple — there are no uniform standards for such advertising. As a result, the business faces new conditions for every placement. According to Alexander Storozhuk, the founder of the platform , the existing media services are just evolving and they are not always capable of working with the right advertising volumes or maintaining a high level of quality. In the end, brands are forced to directly contact bloggers and online publications for purchase and communication with them can be difficult. There is also the problem of unstable pricing and it is not always clear why a post on one site is a lot more expensive than on a similar one. It complicates the tasks of planning and budget allocations for an ordinary brand. PRnews.io The situation is gradually changing as the distribution channels and native advertising infrastructure continue to evolve. We can expect new services and the first active industry-specific standards to appear in 2018.

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