Everybody is talking about native advertising and sponsored content – in fact, so many people are talking that it’s difficult to navigate the many articles and blog posts on the topic. Vocus delivers everything you need to know to determine if sponsored content is the right fit for your media mix in our latest eBook, The Comprehensive Guide to Native Advertising. The guide will show you: Ways to integrate sponsored content into branding and lead conversion cycles. Native advertising opportunities and when to use them. Methods of building and testing a native advertising program. Rules and guidance on ensuring your sponsored content meets the FTC’s regulations. Want native advertising programs that deliver the best results for your marketing and lead gen initiatives? Download Vocus’ The Comprehensive Guide to Native Advertising free – for a limited time only.

1. The Comprehensive Guide to
Native Advertising

2. Native Advertising in 2013
The purchasing of sponsored content on social
networks and online websites –dominated digital
marketing conversations this past year. Market
research company BIA/Kelsey estimates that U.S.
native ad spending on social sites might have
reached $2.36 billion in 2013, or 38.9% of total
U.S. paid social ad expenditures.

3. What is Native Advertising?
The Interactive Advertising Bureau defines six
types of native ad units including:
• Social media in-feed units (i.e. Facebook ads)
• Paid search
• Recommendation widgets (i.e."From Around the
Web")
• Promoted listings
• Standard ads with native elements (banner or
box with text or placed at beginning of post)
• Custom campaigns created with the client

4. How Does Native Advertising Fit
Into the Marketing Mix?
Native advertising helps brands effectively reach
different parts of the marketing funnel.
Creating articles that run in relevant publications can
help make potential consumers aware of products,
services and offerings.
Using hyper-targeting features within social networks
like Twitter or Facebook to reach the right audience can
help lead to conversions and lower the cost of leads.

5. The Ecosystem of Native
Advertising Providers
Includes content creators such as brands, who
create the content either alone or in conjunction
with the publishers, as well as the search and
social networks and vendors offering advertising
space.

6. Content is Still King
Native advertising requires quality content.
Studies show that if sponsored content delivers
context, people gladly embrace it as something
worthwhile and useful. Furthermore, publications
hold sponsored content to strict editorial standards.
Great native advertising propels a brand’s message
and serves value to its audience simultaneously.

7. Disclosure and Challenges
There is no standard way for publications to
disclose or present native advertising, and as paid
content gets shared by readers, the lines between
paid and organic get blurred. These are topics the
FTC is investigating in order to protect consumers.

8. Want to incorporate native
advertising into your
marketing strategy?
Download
“The Comprehensive Guide
to Native Advertising” »