Digital Destination Storytelling What’s Hot with Native Advertising & Content Marketing

Definition of Native Advertising + Paid content marketing placed in context of existing user experience + Integrate ads more fully into the digital content experience. + Match a look and feel of a publisher + Ads interwoven into content + Integration into the design of the publisher’s site and [an ad that] lives on the same domain. + Seamlessly fit into the natural flow of the publication or outlet on which it is served. + Paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong.

To Simplify……………. Native Advertising ……  Ads interwoven into content  Matching look and feel of a site  Provide some value or entertainment to the user  Seem like they belong

Native has many flavors  Editorial  Featured content  Photos  Videos   Social – Facebook and Twitter  Sponsored search listings  Infographics Interactive Advertising Bureau Photo credit: flickriver

Why Native? When users stop engaging with ads, the advertising community has to get clever …..thus Native

Why Native?  50% of Display Ads are NOT viewable! Display has become stagnant, ignored and sometimes obtrusive. Why? Because of Programmatic (automated) buying. Hand-picked sites have a higher CTR. Photo credit: ziprealty

Users Prefer Content 70% of users prefer to learn about products through content marketing vs. traditional ads Inc.com Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

Content Marketing  Social  Videos   Articles  Blogs  Photos  Infographics  Podcasts

Native Types Content Recommendations If you like this… Sponsored

Native Types Content Recommendations If you like this… Sponsored

Native Types In Feed In Feed or In Stream ads fit into the natural flow of content Sponsored

Native Types Custom New York Times + Netflix Created amazing piece of content about Women in the Prison System in partnership with Netflix original series Orange is the New Black. Very subtle approach to advertise Netflix and Orange is the New Black.

Native Types Custom

Custom Native Travel Editorial Ability to Weave Your “Story Telling” Into the Flow of Travel Content

Custom Native Travel Editorial

Native’s Future $6 B (2015) Business Intelligence & Pulsepoint/Digiday Native will grow 60% faster than Display $1.63 B (2012)  Native will grow 46% by 2017 while Display and Search will be stagnant

Native is Booming

Native Over Display Ads “Don’t distract me, give me something interesting.” Think of all the things we share with our friends on social media. 53 % Higher Awareness 32 % Would Share Content 18 % Brand Lift & Purchase Intent Sharethrough Native Advertising Effectiveness Study

Mobile Trends  Can’t talk about Native without mentioning Mobile –Native ads work well on smaller screens –97% clients happy with mobile native branding Source: All Eyes on Native Advertising, eMarketer 2013

DMO Native Ad Success Stories  Tourism Whistler - 16% bump in purchase intent  Travel Nevada - 77% more likely to think outdoors Yahoo & BuzzFeed

Content Marketing # 1 Trend

Who Wears the Pants?  Content is King but Distribution is the Queen Content is NOT King if it’s not distributed properly  Play BOTH Defense and Offense Must play off of each other  PR must work hand in hand with  Paid content placements

Destination Storytelling  DMOs are storytellers  You know your Destination better than anyone  Content marketing and Native are a perfect fit

Attractions Need More Love  Hotels generate bed tax revenue  Most travelers don’t visit your Destination for your hotels  60% of Millennials spend on experiences vs. items Photo credit: rockhall.com & Minitime.com MMGY Millennial stat

Events = Original Exclusive Content  Local events are perfect for Content Marketing  Short videos & Social Media

Content Sources  Curate from your local partners  Produce your own professional grade  Leverage user generated  Produce your own semi-pro grade All of these above = Successful Story Telling Successful Story Telling = More Visitor’s

Thank You !