A Deeper Look Into SAP’s Native Advertising Efforts

Podcast: Tim Clark, VP, Head of Native Advertising at SAP, dives deep into the use of native advertising at the big multi-national software company, SAP.

This is the show notes for the Native Advertising PowerHouse Podcast episode #4 – You can listen to all our podcast episodes right here.


How did SAP, the big multi-national software company, get into native advertising? What is the goal for using native advertising and how do they measure success? And which other projects do they work on besides doing native advertising with Forbes?

In this episode, we welcome Tim Clark, VP, Head of Native Advertising at SAP, who dives deep into the use of native advertising at SAP.

Duration: 52.14

About today’s guest

Tim Clark is a seasoned writer, editor and speaker with a proven track record of successfully creating, launching and managing content strategies and platforms that produce astounding results in brand lift, awareness, engagement and social media marketing efforts.

Prior to becoming VP, Head of Native Advertising at SAP, Tim Clark held the position of Head of Brand Journalism at SAP and Editor-in-Chief at SAP Corporate Blogs.

Show notes

00.00-1.00

Introduction

1.00-2.35

Tim Clark’s background in journalism and the move to SAP 10 years ago.

2.36-5.00

How SAP got into native advertising and their strong relationship with Forbes and BrandVoice.

“When this first came out, there was a lot of scepticism. A lot of people were actually – dare I say angry, ‘How dare publishers merge advertising and content together like this, this is not right.’ But I think through quality storytelling and some other things that have taken place, that’s an old conversation now. It’s an accepted media technique now for sure” — Tim Clark.

Resources mentioned

SAP BrandVoice on Forbes: https://www.forbes.com/sites/sap/#f805f276e3c5  

Interview with NAI: https://nativeadvertisinginstitute.com/blog/sap-native-advertising-keep-expanding/

5.00-10.06

How brands can avoid the scepticism from the audience towards native advertising and how much brands can mention themselves in the content.

“You have to put yourself in the shoes of the reader. You can’t just use these platforms to shout and push your message because that’s what I think gets people in more trouble if it’s a sales pitch that gets integrated into the regular content mix at a publication. That’s where you lose trust with your audience” — Tim Clark

days18_banner_gradient

10.07-13.23

Labelling of native advertising.

“You don’t need to run away from your brand if you do this the right way. If the story is strong, people don’t care if it comes from an advertiser, they really don’t” — Tim Clark

Resources mentioned

Study “Native Advertising Trends 2017 in the Magazine Industry”: http://offers.nativeadvertisinginstitute.com/native-advertising-trends-2017-magazines

Study “Native Advertising Trends 2017 in the News Media Industry”: http://offers.nativeadvertisinginstitute.com/nativeadnewsmedia17

13.24-19.06

SAP’s goal for using native advertising and driving traffic to their content marketing efforts.

19.07-22.08

How SAP measures their success of native advertising.

“We really need to figure out what kind of impact – beyond the awareness, beyond the traffic – how is this affecting SAP’s business, I think that’s next for us” — Tim Clark

22.09-29.23

Current projects at SAP in relation to native advertising besides from Forbes.

“We also do a bit more tactical and smaller sized investments with other capabilities and partners” — Tim Clark

Resources mentioned

SAP on Inc. Magazine: https://www.inc.com/sap

29.24-37.23

How Forbes is involved in the process, the possibility of working with bigger studios like T Brand Studio, and being native to the publisher.

37.24-40.09

Should publishers be concerned about brands driving the audience to the brands’ owned platforms?

“I guess it is a fair concern, but I don’t necessarily think it’s something to be concerned about” — Tim Clark

40.10-42.54

How should publishers approach brands and what do they need to be good at to be good partners?

“We don’t like publishing content for the sake of publishing content, so we need to see results. And tell me how your platform’s different” — Tim Clark

43.55-46.09

Advice for brands going into native advertising

“You should have a pretty good idea of what you want to use this for” — Tim Clark

46.10-48.10

Where is the industry going?

“I wouldn’t be surprised if the native advertising industry also gets a little bit of a shakeup with something at some point. It can’t just be brands partnering with publications, there’s gotta be more to it than that” — Tim Clark

48.11-52.00

What can we expect from SAP in the future? 

All resources mentioned

SAP BrandVoice on Forbes: https://www.forbes.com/sites/sap/#f805f276e3c5  

Interview with NAI: https://nativeadvertisinginstitute.com/blog/sap-native-advertising-keep-expanding/  

Study “Native Advertising Trends 2017 in the Magazine Industry”: http://offers.nativeadvertisinginstitute.com/native-advertising-trends-2017-magazines

Study “Native Advertising Trends 2017 in the News Media Industry”: http://offers.nativeadvertisinginstitute.com/nativeadnewsmedia17

SAP on Inc. Magazine: https://www.inc.com/sap

Native Advertising DAYS conference 2018: https://nativeadvertisinginstitute.com/days/

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