This article is reproduced with thanks to Native Advertising Institute, a FIPP member. See the original article here. Jesper Laursen, CEO of Native Advertising Institute, will lead a panel discussion on native advertising at the 41st FIPP World Congress, 9-11 October 2017 in London, the UK. Meet him there.
Native Advertising Institute asked Maria Marteleur to answer these questions at Native Advertising DAYS 2016. She is the head of native advertising and commercial editor at Dagens Industri, Scandinavia’s largest business newspaper.
Sign up for notifications about this year’s Native Advertising DAYS here.
“The key element of native advertising is the tone of voice. As an advertiser, you need to be as close to the publisher’s voice as possible because they know how to talk to their readers and they do it a certain way because they know it’s working.
The tone of voice is very important in native advertising because it’s the way you address the readers and the readers are also the buyers. So if you know how to talk to the readers you will sell more.”
“What you shouldn’t do in a native advertising is don’t do it poorly. Try to put some money into it, try to put some effort into it because otherwise people won’t look at it and they won’t be interested in knowing more about you or your company.”
“What we should do now in native advertising has to do with format. You should try to experiment a bit more and not just do articles. We’ve seen that now and I think there’s so much more to native advertising than just text and pictures.
Try to do a quiz for example. You can actually talk to the reader one-on-one and if you can do that you can also recommend them the best thing that you have to offer.
If you do it in a controlled area when you know that the audience is actually interested, you will sell more products.”
“You have to tell the clients to tell stories because it works. If you are an insurance company, for example, you actually have these stories within your business already.
You could always talk to the customers that actually used the insurance and when you do you get the real stories you also get the real life feeling and people will believe you, because you have an answer for their life’s questions such as; how should I use this insurance?”
“I think the agencies should become the publisher and vice versa. We need to learn from each other and when we do we can actually make great negative advertising.
You need all different kinds of pieces of knowledge to do native. You need analysts, content marketers, writers, strategists and business people. And all of these competencies are not usually in the same company so you need to merge them I think.”
Maria Marteleur is a featured expert in ’23 Predictions for Native Advertising in 2017′ [FREE E-BOOK]
Jesper Laursen, CEO of Native Advertising Institute, will lead a panel discussion on native advertising at the 41st FIPP World Congress, 9-11 October 2017 in London, the UK. Meet him there.
More like this
According to figures provided by Ipsos in its "Favorability Study", almost 50 per cent of Americans come out in favour of the press, which has been heavily criticised by incumbent President Donald Trump during and before taking office in January of this year.16th Oct 2017 Insight News
In this week's Media Voices podcast, the University of Oregon's Carolyn S. Chambers professor in journalism Damian Radcliffe takes us through his latest report into local journalism in the Pacific Northwest.16th Oct 2017 Insight News
Magnetic’s New Influencer Ecosystem research topped the FIPP Insight Awards presented at the annual FIPP Insight Awards presented at the FIPP World Congress in London on 11 October 2017. Gold award winners included Magazine Networks Australia’s Passion Response Study and Time Inc. UK’s Live the Passion research.11th Oct 2017 Insight News
Annie Granatstein, head of WP BrandStudio at the Washington Post, knows how to run a native ad team and how to turn a profit. Here, she pours out some of her important knowledge on selling native advertising.8th Oct 2017 Insight News
“No other industry predicted its own doom as much as print media. The magazine is not dying, but it may be killing itself.”10th Oct 2017 Features
Magazines are a shortcut to quality and continues to deliver top results for advertisers, according to Linda Thomas Brooks, CEO at MPA, USA, said during a keynote on the second day of the FIPP World Congress in London (11 October) last week.16th Oct 2017 Features
Ralph Büchi, Chief Operating Officer (COO) of the Ringier Group and CEO of Ringier Axel Springer Switzerland, has been elected as the new Chairman of FIPP – the network for global media. The chairmanship of the international magazine media association was passed to Büchi after Erwin Fidelis Reisch, president & CEO of Alfons W. Gentner Verlag completed his term as FIPP chairman.11th Oct 2017 FIPP News
“Smart repackaging” and "content swarming" are the main ways that Hearst UK’s titles are trying to reach a greater audience - and it’s working, according to Betsy Fast. Betsy, who recently moved from Hearst US to become Executive Director of Digital Editorial Strategy at Hearst UK, shared her insights from the stage on day two of the 41st FIPP World Congress (11 October).13th Oct 2017 Features
We are at the 41st FIPP World Congress, taking place from 9-11 October. If you were unable to make it to London, here are some ways you can follow news from there.8th Oct 2017 FIPP News
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next