EVERYTHING YOU’VE ALWAYS WANTED TO KNOW ABOUT

NATIVE ADVERTISING
*

can
BUT DIDN’T KNOW WHERE TO ASK

I get
that in
native?
 most awarded
native studio

Isti san #bezsrama Skini se

Videostar
contents
4 introduction

5
what is
native advertising? 14
advertorial vs
native advertising
what does native
7 advertising offers who writes this
you (advertisers)? 17
stuff, anyway?
what do readers 18
but what does this
(dis)like? native look like?
8
and you might be
what do we need
doing it... 28
from you?
content marketing vs
11
native advertising 30 native glossary
introduction
At the OMMA conference in New York on
29th September 2011, Fred Wilson introduced
the term “native monetization”, explaining the
monetization of ads that look exactly like the
platform on which they are published.

From there, native simply exploded, and

Sponsored stories, Promoted tweets, Powered
by, Promoted by, and other versions have been
popping up on all digital platforms.

Content is not just the king;

it’s much more than that.
Content is the present and the future,
whether in text or video format.

So pay attention!
5 / CAN I GET THAT IN NATIVE?

what is
native
advertising?
An adman, a client, and a publisher walk into
a room and start talking about native advertising…

This could be the beginning of a good joke or just a

faithful description of any advertising conference.

Every one of them would answer this question

differently, but they would all agree that it’s
content whose look and style don’t differ from
other content published on the same medium.
Who creates
content? Everyone.
Who does it best –
and why? The publisher.
Because he knows exactly what his readers love.
He knows which headline and photo will attract the
readers, the optimal text length for a specific format,
and what a video needs to be like in order to attract
100,000 views.

Above all, he knows how to distribute that content,

using all available channels.

„There is no need for advertisements to look

like advertisements. If you make them look like
editorial pages, you will attract 50% more readers”

— David Ogilvy, 1971.

7 / CAN I GET THAT IN NATIVE?

what does native

advertising offer
you (advertisers)?

brand awareness
engagement
purchase intent
 what do
readers
(dis)like?
and you
might be
doing it...
• They dislike deceit: if you deceive them,
they will remember
• They dislike when products they don’t want
are pushed on them
• They dislike interruptions
while consuming content
9 / CAN I GET THAT IN NATIVE?

trust vs deceit
The readers’ trust is equally important to
the publisher and the brand.
Nobody wants to “deceive” the consumer.

That is why properly labelling native content is a very

important point in this whole story. If the content is not
labeled – we’re looking at covert advertising.

Not only is it punishable, it’s dishonest towards the very

same consumers you’re hoping will buy your product
tomorrow and stay loyal to your brand.

Powered by, Promoted by, or Sponsored by,

accompanied by the client’s name (logo), has to be
included anywhere, at the top, in the middle, or at the
bottom of the native content – but it MUST be included!

Research has shown that consumers prefer seeing these

labels at the top or in the middle of the content, and
that transparent labelling creates a feeling of connection
between the reader and the brand.*

*https://nativeadvertisinginstitute.com/blog/3-lessons-learned-survey-native-advertising/
 stories people want to
read and watch
Native doesn’t force or persuade.
Native offers an experience, tells a story, and offers
content readers will want to read and watch.
Native connects you with your target audience in the
best possible way.

me, me, me
If the name of the brand or product pops up
repeatedly in the text or video, the reader will
certainly remember it – but this often triggers a
negative reaction.
Readers perceive such content as being less
interesting, less honest and less fun. Quite the
opposite, less branding creates a better perception of
the brand and publisher, making them appear more
attractive, authentic, and positive.*
Remember:
Trust comes first.
Labelling is crucial.
Less is more.
*https://nativeadvertisinginstitute.com/blog/3-lessons-learned-survey-native-advertising/
11 / CAN I GET THAT IN NATIVE?

content
marketing
vs native
advertising
You’ve probably heard (if not articulated)
one of these two terms:
content advertising or
native marketing.
Both are incorrect.
Content marketing is the promotion of
products or services through some form of
content published by companies
on their own platforms.
Putting it simply –
it’s not a paid advert.

Here’s an excellent example of

content marketing.

per aspera ad astra

In the year 1900, brothers Ándre and Édouard
Michelin published the Michelin Guide. 11 years
earlier, they’d founded a company that sold
tyres, and they wanted to increase their sales.
13 / CAN I GET THAT IN NATIVE?

This was an especially tough task for two

reasons; the total number of vehicles in France
during that time was 2,200, and tyres – then and
now – are not a sexy product to sell.

Their plan was simple – they would publish a

guide with hotel recommendations, locations
of petrol sellers (back then, it was sold in
pharmacies), and mechanics.

It was simple math. More vehicles + more

driving = more tyres sold.

You know the rest. Specialized editions of the

guide for every region of France and for the
rest of Europe soon followed, rating restaurants
with the today famous one, two, or three stars,
the loss of which brought tears even in the eyes
of the great Gordon Ramsay.
advertorial
vs native
advertising

One thing is certain –

advertorial and native
are both paid ads.
So, you want to promote your product or service,
and you’ve decided on some form of content…
Solve this simple test.
15 / CAN I GET THAT IN NATIVE?

Now… circle either N or A.

You can choose only one answer.

The content is produced by:

N: You / an agency
A: The publisher of the platform on which you
want to advertise

You wish to provide your target with:

N: All information about your product
A: Content your target will want to read, which is
connected to your product / service

The most important thing is:

N: Emphasis on your product / service
A: Engagement, brand / product awareness,
intent to purchase

Message you wish to convey to readers:

N: me me me me!
A: you & me
If you chose mostly A,
you’re looking for native.
Your goal is to promote your product through
an interesting and useful content. You provide
the brief and the publisher comes up with the
concept and strategy.

If you chose mostly N,

you want advertorial.
You’re aiming for a text that’s entirely about your
product. You run the show: you decide what goes in
the title, pick the best photo, and the visual style of
the content. Who’s writing it? Doesn’t matter.

If your points are evenly split,

you don’t know what you want.
You should contact a publisher in your closest
vicinity or send an email to native@24sata.hr.
17 / CAN I GET THAT IN NATIVE?

who writes
this stuff,
anyway?
The single largest concern voiced by analysts
was that the emergence of native would
jeopardize the institution of the newsroom.

They predicted the collapse of journalism as

we know it. Everyone was up in arms because
they couldn’t come to terms with the idea that a
journalist could one day objectively speak about
the collapse of a company, and praise that same
company’s products the next.

Their concern was fully justified.

 It is crucial for these two entities to remain
separate to ensure that everybody does what
they do best.

Newsroom journalists have a duty to serve their

readers objectively and impartially, to encourage
discussion, and to speak about issues others try
to hide.

Native content producers create fun, informative,

and relevant content that readers are connecting
with and sharing on their social media.

We solve advertisers’ problems: how to promote

products and at the same time give readers
content they want to read.

but what does

this native
look like?
19 / CAN I GET THAT IN NATIVE?

In 2015, an American research studied whether

readers differentiate between native and
editorial content.

Native content was clearly labelled as Promoted,

Powered, or Sponsored by.

Consumers were given 12 different types of

content, a mix of editorial and native.
Only 8% of subjects noticed a difference,
realizing that they were looking at a sponsored
advertising message.
Since the content itself was of a good quality,
they didn’t mind the fact that it promoted some
product or service.

- Journal of Advertising

This is how it looks like on a few examples…

21 / CAN I GET THAT IN NATIVE?

Content that
doesn’t differ
by its visual
and writing
style from
an editorial
content
Client: VIP
Goal: Promotion of portable
modems
Target: Landlords of coastal
apartments
Solution: How are you
preparing for the tourist
season? See the latest news
in everything from interior
decorating to marketing.
Format: Article
22 / CAN I GET THAT IN NATIVE?

Content

SHUTTERSTOCK

24CONTENTHAUS
that’s
explicitly
labelled as a
paid advert
Client: Tele2
Goal: Promotion of a
VLASNIK STE PODUZEĆA? OVI ONLINE
new business mobile TEČAJEVI MOGU VAM POMOĆI
Nije lako imati vlastiti biznis i uspješno voditi firmu i znati se oglašavati. Zato
plan možete iskoristiti prednosti online tečajeva koji će vam u tome pomoći

Target: Small and

Kada su u pitanju mali poduzetnici, znanje i snalaženje najvažnije su od- korištenje Quickbooks Pro 2016 računovodstvenog softvera za mala po-
like za uspješno vođenje posla. U svijetu punom online mogućnosti  niti duzeća. Uz tečaj ćete naučiti voditi financije poduzeća u Quickbooks pro-
jedan poduzetnik ne može si dopustiti loše vođenje bilo kojeg segmenta gramu, baratati inventarom i proizvodima te izrađivati procjene financija.
u poslovanju. Uz razne online tečajeve možete naučiti baš sve - od toga Usto ćete svladati rad s tablicama računa te unošenje i plaćanje računa.

medium enterprises kako pokrenuti posao, voditi financije ili se uspješno oglašavati. Jedini je
nedostatak to što ne postoji online stranica s tečajevima ili savjetima pri-
Cijena je 100 eura, što se možda čini puno ali za taj novac dobivate cjelo-
životni pristup materijalima koje možete pogledati u bilo kojem trenutku.
lagođenima našem tržištu i na hrvatskom jeziku, pa se morate osloniti na S obzirom na to da je  tečaj namijenjen korištenju  Quickbooks Pro 2016

Solution: Want one strane. programa, zahtjeva da taj program imate instaliran na računalu jer nije
namijenjen njegovoj online verziji.

to upgrade your
OPEN2STUDY
Australsko sveučilište RMIT u Melbourneu na svojoj stranici nudi online te- GOOGLE DIGITAL GARAGE
čaj za poduzetništvo i vođenje obiteljskog posla. Tečaj se sastoji od videa, Svi oni koji žele steći digitalno znanje i vještine za prezentiranje i oglašava-

business? We provide
kvizova i jednog zadatka, a zahtjeva učenje od dva do četiri sata tjedno. nje svoje tvrtke trebali bi proučiti Google Digitalnu garažu. Uz nju ćete nau-
Oni koji krenu na ovaj tečaj naučit će sve o psihologiji i osobinama dobrog čiti kako se promovirati putem interneta, privući korisnike i kupce te maksi-
poduzetnika, poslovnoj etici i menadžmentu te komunikaciji u poslovanju. malno iskoristiti društvene mreže za skretanje pažnje na sebe. Stranica će

several practical
Tečaj vas obučava i za izradu poslovnog plana i strategija te ulozi mar- vam omogućiti da upoznate svoje korisnike putem web analitike i naučit
ketinga, a obuhvaća i teme vezane za obiteljski posao. Veliki će vas kako se oglašavati putem interneta. Tečaj je potpuno
je plus što je tečaj potpuno besplatan, međutim po njegovu besplatan, ali nedostatak je to što verzija za Hrvatsku nema
5.8 MILIJUNA
suggestions.
završetku ne dobivate nikakav relevantan certifikat. mogućnost izdavanja certifikata, dok britanska ima. Bilo da
AMERIKANACA ste mali ili srednji poduzetnik neki od ovih tečajeva sigurno
UDEMY će vam dobro doći. U znanje uvijek tre-
SLUŠA NEKI POWERED BY

Format: 1/1 article

Ova stranica nudi tečaj za vođenje financija namijenjen pr- ba ulagati, posebno ako time možete
venstveno malim poduzetnicima. Tečaj je orijentiran na ONLINE TEČAJ unaprijediti svoje poslovanje.
Content
providing
useful
information
Client: Henkel
Goal: Promotion of new
Somat capsules
Target: Women
Solution: How to prepare
a meal and wash dishes
at the same time? Italian
eco-activist Lisa Casali has
a solution.
Format: Long form
 Content readers can
Client: Coca-Cola
Goal: Connect with the target
connect with
audience through interesting and fun content
Target: Teens and millennials
Solution:
Influencers + YouTube + target-relevant content = success
Format: Video series
Guarantee: 100.000 views
Result: > 300.000 views per episode
25 / CAN I GET THAT IN NATIVE?

Client: Coca-Cola
Goal: Connect with the target audience
and launch the YT scene in Croatia
Target: Teens and millennials
Solution: The first YouTube talent show in the region!
Format: Video series
Guarantee: 100.000 views
Resultvv: > 200.000 views per episode
27 / CAN I GET THAT IN NATIVE?

Educational
content
Client: Pliva
Goal: To educate women about
the contraceptive pill
Target: Women of ages 18 to 39
Solution: How can we expect to
discuss the pill without talking
about sex, sexual education, and
sexual health?
Format: #brandstory
Pageviews: 72.200
Time Spent: 3:37 min
Page Scroll Depth: 13,44%
what
do we need
from you?
29 / CAN I GET THAT IN NATIVE?

brief
…together with communication and trust.
native
glossary
Bounce Rate – the percentage of visitors to a
particular website who navigate away from the site
after viewing only one page.
Pageview – the total number of times a page is
viewed
Page Scroll Depth – measures how far users are
scrolling your page
Time Spent – the average amount of time a user
spends on the page
YouTube View – the total number of times a video
is seen (30 seconds counts as one view)
31 / CAN I GET THAT IN NATIVE?

CTR - is the ratio of users who click on a specific

link to the number of total users who view a page
Full Page Branding – when published content is
surrounded by client’s banners on all available ad
zones on the page
Standard page – stands for 1800 characters with
spaces (this may vary from country to country)
Powered by – one of the variations that stands for
native content
 The world’s most awarded native studio with more than
400 published pieces of native content and 11 awards won
at a world-renowned conference for native advertising.

native@24sata.hr

Written by: Nataša Šudelija, Published by: 24sata d.o.o. Year: 2018.