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  • Can You Spot the Native?

    For those of us in the world of marketing, the buzz word for 2014 is “native.”  Native advertising is leading headlines across industry publications:

    “Marissa Mayer: Marketers Need to Embrace Native Ads.”  ADWEEK

    “Why Native Advertising Matters and What You Should Do About It.”  Marketing Land

    “Now Native Advertising Is Redefining the Digital Marketing Landscape.”  Huffington Post

    Publications are already utilizing this new digital method to reach consumers.  Let’s take a look at some examples to see if you can identify the different forms of native advertising these companies are using.

    yahooIn-Feed Advertising Units

    In-Feed units appear beside other unpaid content in the feed (i.e. content river) on a website’s homepage or section fronts.  The paid content is written in a similar style to the host publication and, like most native advertising, has the goal of blending in.

    In-Feed units function in three ways.  They can be written in conjunction with the local writers and can be hosted on their site or they can be written in similar style, but link to the advertiser’s website.  Finally, in-feed units can be written in a similar style, but have no linkage (branding within the feed only).

    googleSearch Ads

    Running a regular search on Yahoo, Bing or Google will bring up the most familiar form of native advertising, search engine marketing (SEM).  Similar to other native advertising, the goal is to blend in with organic search to drive traffic, but it also allows the advertiser to pay to secure relevant and visible positioning.

    reccomendationwidgetsRecommendation Widgets

    Here are some examples to help you recognize when you are viewing a recommendation widget:   “you may also like,” “from around the web,” “you may have missed,” “recommended for you."  If you see any of these taglines, then you are most likely viewing a widget that has a goal of driving traffic to an advertiser’s website.  This version of native does not blend as well into the host site, but should ideally be hosting content that is relevant to what is being displayed on the page.

    promotedlistingPromoted Listing

    Content sites are not the only ones joining the native bandwagon.  Retail sites have also started to offer preferred placement for advertisers. 

    Next to their own merchandise, you can now see listings take you either off-page or directly to a listing for a preferred partner.  Either way, the listing blends into the page and is being directly paid for, making it one more example of native advertising.

    InadIn-Ad

    Of all the options, in-ad is most relevant to the banner advertising we already utilize on a regular basis.

    This form of native is targeted to the content on the page and displays related “articles” within an ad unit.  In the example to the right, you see an article for “sports” and the ad units relate, at least in a general way, to sports.

    While native advertising is gaining in popularity, it is still in its infancy.  If you are interested in deploying a native campaign for your client, allow us to help sort through the options that exist.  MANSI Media is ready to partner with you to build a successful campaign.

  • The Value of Community Newspapers

    Last year, Warren Buffet said it best when he wrote: “There is no substitute for a local newspaper that is doing its job.”

    Man reading a community newspaperMr. Buffet’s company, BH Media Group, a Berkshire Hathaway company, now owns 69 community newspapers located in Virginia, North Carolina, South Carolina, Alabama, Florida, Texas, Iowa, Nebraska, Oklahoma and New Jersey.  The main goal of these community daily and weekly newspapers is to be indispensable to the communities they serve.  Mr. Buffet believes in this approach and readers across the country continue to find great value in their local newspapers.

    Community newspapers connect with readers by providing the news they need and the advertising they rely on.  Where else can readers find an article about their local high school’s prom, the Little League baseball scores, or an ad for the church pancake breakfast?  Because of this narrow focus on the communities people identify themselves with, local readers regard community newspapers as highly valuable and as an important source of information.

    A recent survey of community newspaper readers concluded that community newspapers are: 

    • EDUCATIONAL - 92% of readers think local newspapers are informative
    • HELPFUL – 69% of readers believe community newspapers provide valuable shopping and advertising information
    • ENGAGING -75% of readers are entertained by local newspapers
    • ENJOYABLE – 84% of readers look forward to reading community newspapers
    • ADDICTIVE – Readers spend nearly 40 minutes with their local paper
    • ENLIGHTENENING – 83% of readers said they and their families rely on community newspapers for local news and information
    • COMPELLING – 75% of readers read all or most of their community newspaper
    • SHARED – Community newspapers average 2.18 readers per copy
    • DESIRABLE – 98% of readers pay for their community newspaper

    Local newspapers connect deeply with the communities they serve and are a great place for advertisers to reach engaged readers.  With our proprietary zip code analysis tool, MANSI Media can help you find the community publications that best serve your client’s target audience.

    SOURCES:  NAA Readership Study; American Opinion Research Study

  • Develop Creative Media Strategies

     

    Identifying and analyzing media options for your advertising clients can be a difficult task. A target audience based on age, gender or income criteria may be the only direction you have. Suppose you had access to information that would give you insight into your customers’ habits and lifestyles - allowing you to craft a more creative, outside-the-box, media strategy? Imagine the possibilities.

    In a recent conversation with one of our ad agency clients, a planner mentioned how valuable it would be if she knew more about the preferences of consumers who are most likely to purchase a medical device, on a market by market basis.

    Through the information available to us from Scarborough Research’s opportunity reports, we quickly determined that medical device customers in the Atlanta DMA were gardening and lawn care enthusiasts, whereas similar consumers in the San Diego DMA indexed higher for skiing and snowboarding.  The planner used this information to identify niche publications targeting these areas of interest, and presented these unique, and well-received, recommendations to her client.

    There is an extensive list of business categories that can be queried in these reports ranging from automotive and banking to shopping habits and travel behaviors. Here are some samples of the types of interesting statistics available:

    • ¾ of adults who have used a dentist in the New York DMA shop at home accessories stores.
    • In the Chicago DMA, adults who plan to buy a new car this year are 336% more likely than the average person in the market to eat at Lone Star Steakhouse & Saloon.
    • 100% of adults, in the Pittsburgh DMA, who have spent $500 or more in the past year on women’s clothing, own a computer.
    Data from the opportunity reports also allows you to identify cross-promotional opportunities for your clients.  For example, in the Philadelphia DMA, Adults 18+ who are planning to purchase furniture this year attend Phillies games and visit the Philadelphia Zoo.  A furniture retailer may elect to sponsor a giveaway at a baseball game or an exhibit at the Zoo, or perhaps attach their logo, along with a discount offer, to the back of the admission ticket.

    Similarly, 99% of adult households in the Los Angeles DMA, who spent $500 or more on fine jewelry in the past year, visited a sit down restaurant in the past month. To reach this audience in a unique way, a fine jewelry store can sponsor the local news media organization’s Food & Spirits Festival, which is sure to attract their target audience.  Sponsorships generally include display space to exhibit merchandise, and the events are promoted through print and digital ads. With ninety-seven percent of fine jewelry customers having Internet access, and 7 in 10 being newspaper readers, there is strong synergy between the target consumer, the marketing event and the promotional strategies.

    What would you like to learn about your clients’ customers? The tools to help you build an innovative media plan are just a phone call away.  We look forward to hearing from you.

  • PNA to host Hackathon for the News Media

    PNC ParkJoin us Saturday, September 6th as the PNA launches its first Mediathon in Pittsburgh. Taking place at PNC Park, this day-long “Promote the News” event will invite participants to gather in a fun, creative and competitive environment to create media – video, text, apps, games, social media and more – that shows what makes news sing and asks the question, how would you make it even better? The end product will essentially serve as native advertising for the news media industry.

    The event will take place from 10 a.m. – 6:30 p.m. and will include lunch and a cocktail reception. PNA members and non-members are invited to participate in this exciting, fun-filled day. Registration and ticket information will be forthcoming. Visit https://www.eventbrite.com/e/mediathon-inspire-the-news-registration-12051068069 to register.

Lisa Knight, Vice President, Advertising, lisak@mansimedia.com

Kevin Wert, Director, Client Solutions, kevinw@mansimedia.com

Wes Snider, Director, Client Solutions, wesleys@mansimedia.com

Matt Caylor, Director of Interactive matthewc@mansimedia.com

Chris Kazlauskas, Director Media Placement, chrisk@mansimedia.com

Jane Hungarter, Director, Marketing, janeh@mansimedia.com

Carin Hoover, Account Manager, carinh@mansimedia.com

Lindsey Artz, Account Manager, lindseya@mansimedia.com


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