1. Training Deck – Native Advertising

2. NATIVE ADVERTISING
CONTENT MARKETING AND DISTRIBUTION STRATEGIES

3. WHAT IS NATIVE ADVERTISING?
Native Advertising is:
Online content that is created for paid promotion of a brand on a media site
Placed in a location which doesn’t use a traditional ad format such as a banner
Includes editorial content such as a blog post or infographic
One of the latest trends in Digital Advertising
So what is Native advertising? Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. You may also know native advertising to be called: sponsored content, content marketing, advertorial, etc.

4. NATIVE ADVERTISING CAMPAIGNS ARE GREAT BRANDING STRATEGIES
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
LOYALTY
ADVOCACY
BRANDING
BUILD CREDIBILITY
LONG-TERM BRANDING
EXPERT IN THE INDUSTRY OR MARKETPLACE
So what is Native advertising? Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. You may also know native advertising to be called: sponsored content, content marketing, advertorial, etc.
INFLUENCIAL AND LESS ABRASIVE FORM OF ADVERTISING

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

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

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

8. Content Marketing Is Not:
DO’S & DON”TS
Content Marketing Is Not:
Content Marketing Is:
Educational
Inspirational
Historical
Things To Do
Self-Promotion
About Sales
Opinions
Advertisement
Content is king when it comes to Native advertising. And having a sound content strategy is fundamental to the success of a native campaign.
Content marketing is different than the traditional advertising your clients may be used to. Content marketing is intended to be educational, inspirational, historical or showcase things to do. Content marketing is not intended to be self-promotion, about a sales event, opinions or any type of advertisement.
Successful native campaigns keep these do’s and don’ts in mind to ensure success and user engagement.

9. CONTENT MARKETING Real Estate Financial Automotive Healthcare
HEADLINE EXAMPLES
Real Estate
How To Get More For Your Home
Financial
Steps To Become Debt Free in 2017
Automotive
The Most Energy Efficient Vehicles of 2017
Healthcare
6 Ways To Avoid The Flu This Season
Home Services
Air Conditioning Check Up 101
With these best practices in mind, here are a few headline examples for some of the top prospect categories.

10. NATIVE CONTENT & DISTRIBUTION MAP}
NATIVE CONTENT & DISTRIBUTION MAP
HOW IT WORKS
Native
Content
Video
Desktop & Mobile
Display/Video
Distribution
Content
We can offer our clients custom content creation to be used in our print products, online and elsewhere. The cost per article is $700.
Some clients may opt to have their content created internally and produced in house. That’s absolutely fine, just make sure to have your management teams locally approve of the content prior to publication.
To give your clients maximum reach and exposure, be sure to include an online article landing page to any article that is produced. This will allow your client’s article to live on our newspaper website for the duration of their native campaign. The cost to create the landing page is $200, in addition to the article production itself.
We can also offer our clients custom native video creation. These videos can be how-to’s, educational, etc. The cost per video will vary based on the client’s needs, and we will be taking a further look into our new video capabilities after we finish this native presentation. Some basic pricing to reference for a 30 second video, shot on location for 1 hour with professional voiceover is $1400; the cost for the same option in a 60 second format is $1600.
Give your clients the opportunity to position themselves as the expert in their industry in a very visual way with an infographic. Infographics are great add on’s to any native package and cost $700 per design. Infographics can showcase tips, tricks and trends or be informative and statistic driven.
We can then take this great content and distribute it on our print and digital platforms as well as though social media and marketing.
Social &
Article Production 10
Print
Infographic

11. NATIVE ADVERTISING NATIVE AD POSITION PLACEMENT: HOMEPAGE:
Two placements in left rail
SECTION FRONTS:

12. NATIVE ADVERTISING
EXAMPLES

13. NATIVE ADVERTISING Article Link:
EXAMPLES
Article Link:

14. NATIVE ADVERTISING Article Link:
EXAMPLES
Article Link:

15. NATIVE ADVERTISING
PRINT EXAMPLES

16. FULFILLMENT Native Advertising is fulfilled locally through Google DFP
Content production support is available through Centralized Fulfillment Team
Packaging and pricing strategy is set locally
Check with your Manager to for detail on your own Enterprise’s pricing, packaging and fulfillment process

17. QUESTIONS. Sales: Contact Adriane Morris Adriane. morris@lee
QUESTIONS? Sales: Contact Adriane Morris Fulfillment: Contact Eddi Umphrey