So here's an example of native at scale. This means that this native advertising platform here, Outbrain, is advertising in a way that is done across thousands of Websites. This native advertising platform is not only putting the sponsored search results here on cnn.com but also on thousands of other websites across the web. It's on Outbrain to understand why this content is relevant and how to categorize them. What Outbrain is suggesting here should be related topically to the content of the actual story. The native experience looks like this an individuals was on CNN.com. They click a news article related to a celebrity and they should get more celebrity related news content at the end. How well does it do? It's looks like there are first two articles that are indeed related to celebrity content. An important thing to note here is that all of these articles are external. That is that even though these content teasers are formatted to look like CNN, they actually push you to other websites. If you see in light gray, one article sends you to HGTV.com, the other sends you to NDTV.com. Here's another example from CNN travel. Now, let's take a look at the more promoted stories section. This time we're seeing a much better topical match. That is all of the stories here appear to be about travel. This to me suggests that, there are certain categories of publishers, that is, blogs and news sites that tend to be better organized than others. We're seeing a very tiny piece of evidence here that travel websites tend to be ultra focused topically. Whereas, news and entertainment tends to be broad. News and entertainment might be lumped in with a bunch of other soft news or non-political business news. Again, we notice that these links are sending consumers out to other publishers. These publishers are paying to be here, so we can surmise that they have business objective of driving more traffic to their website. Here Chipotle is sponsoring an article on green farming. The article got a tone of traffic, why? It had a hard news impact. It was timely and it hit close to home with a majority of readers. Everyday, people feel like the environment is in trouble. They care deeply and they feel that they will be affected by climate change if no action is taken. So when Chipotle says it believes in green farming, they're again striking a chord with certain consumers in a very deep way. The same way consumers ultimately, decide whether to read the news or not. In this way, content is relevant to an ongoing issue in society. This is a different kind of relevance when considered against topical relevance. This isn't just matching an iPhone article to websites that regularly review phones and technology. Consumers here really care about the ongoing issue and beyond the topical match, that in and of itself motivates clicks. Here's another example, not exactly the same strategy. Big Data is not exactly the same thing. It's not impactful to consumers like climate change. Instead IBM is leveraging timeliness and proximity. This ad is from 2014, when big data was a major concern for a wide swath of businesses. They really felt like if not handled and managed correctly, big data could be a problem for respective businesses. Both of these factors are motivating consumers in this case, businesses to click. So to sum it up, I feel like there are at least two approaches to native. First, there is native that tries to latch on to similar content. If a consumer is already consuming similar content, why not us? Second, if your consumers care about the things you care about, you can engage them in a newsy way via sponsored content. I think, it's fairly obvious that the topical relevance approach works fairly well for small businesses. At a minimum, native advertisements require topical relevance. That is your promoting content that people want to read in situations where they'd want to read it. If you can't satisfy this requirement, don't force in native campaign. It's not for all businesses. In the following modules, we'll cover the strategies that will help you look under the hood at a full native approach. We'll think about all of these steps, critically.
