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Eight Success Criteria for Native Advertising

Christine Tran

If you’re a marketer who has evaluated native advertising offerings, then you’re likely already familiar with Facebook’s suggested posts, Twitter’s sponsored tweets and hashtags, or sponsored content on any number of online publications.

But what IS it even? What are the benefits? How do you prepare? And what are the considerations along the way, as you deploy your native advertising campaigns?

In our recently published report, Defining and Mapping the Native Advertising Landscape, analyst Rebecca Lieb answers these questions, providing this market definition of native advertising:

Native advertising is a form of converged media that combines paid and owned media into a form of commercial messaging that is fully integrated into, and often unique to, a specific delivery platform.

Through interviews and findings with 27 experts — at social networks, online publications, technology platforms, and agencies — the report also provide marketers with criteria for success. We’ve distilled these criteria, and today share with you our Native Advertising Blueprint: Eight Critical Steps to Success infographic — to use as a visual checklist to plan and audit your own efforts.

Special thanks to CMO.com for publishing this graphic on Monday.

Native Advertising Blueprint: Eight Critical Steps to Success:

  1. Transparency, Disclosure, and Trust
  2. Content Strategy
  3. Collaboration
  4. Earned Component
  5. Content Portability
  6. Training
  7. Ability to Scale
  8. Measurement

[Graphic] Native Advertising Blueprint: Eight Critical Steps to Success from Altimeter Group Network on SlideShare