native advertising at scale

Native at Scale:Fulfilling the Promise of Branded

ContentMatt O’Neill

Head of Supply & FulfilmentUnanimis

July 24, 2014

WELCOME & OVERVIEW

““ProducingProducing native content native content andand programmatic buying programmatic buying

are the two are the two biggest growth biggest growth areas areas for WPP - for WPP - and

therefore for brands” - Sir Martin Sorrell

And brands are aggressively embracing Native

Automotive FMCG Fashion Retail Food & Drink Technology Finance

A DEFINITION

It’s not a new thing…

9 Oysters you

can’t die until

you try with a

Guinness!

It’s not a new thing…

Lots of terms out there…

Native AdvertisingPaid ContentSponsored ContentBranded ContentContent RecommendationAdvertorial

Accepted Definition

OPA & Radar Research July 2013 survey

Branded Content & Native Advertising

Does it meet these three criteria?

Is it paid content produced at least in part by the advertiser?Does it fit within the editorial design and flow?Does engagement with the unit keep the user within the publisher domain?

IMAGE of website to be placed in this space. Place

it accordingly so itfits within the

Screen. Delete if not required

Paid Advertisers Produced Content

Is it editorial content? Is it a paid placement? Or is it sponsored by a brand or

advertiser?

Based on this, we eliminate the two editorial posts on this page.

That sits within the editorial flow

Does the content fit within the editorial structure?

Does it have the formatting of the other editorial content?

Based on this, we eliminate the ad units on the page.

Content Location

When the user clicks on the tout or ad, does it take them off the publisher domain?

Does the click results in paid content hosted on the publisher site?

Is the user experience analogous to that of editorial?

Based on this, we eliminate the content recommendations.

NATIVE AT SCALE

Why Native? Why Now?

Advantages of Native

Engaging Informative Solves Banner

Blindness More creative Viewability concerns High CPMs

Advantages of Digital

Measurable Scalable Targetable Real-time Mobile

“It is getting increasingly difficult to get a brand in front of consumers - getting reach means ever-more competition for space, while achieving a depth of engagement means being interesting or relevant enough for the audience to be bothered to look”Matt FanshaweGlobal brand director and group COO, Havas EHS

“It is getting increasingly difficult to get a brand in front of consumers - getting reach means ever-more competition for space, while achieving a depth of engagement means being interesting or relevant enough for the audience to be bothered to look”Matt FanshaweGlobal brand director and group COO, Havas EHS

THE OPPORTUNITY

What’s the upside?

Social has dominated. What does that tell us?– Facebook– Twitter

Mobile Beat banner burnout Increased CPMs Increased engagement Further claim brand (v. direct) marketing

budget

Strong Growth is Predicted

The Facebook & Twitter Winning Strategy

There’s a reason Facebook ad Twitter can churn out billions of revenue a year in ‘native’ advertising.

Easy, central access pointHuge reachDeep dataMassive scaleClosed system

These strengths can help you checklist your implementation and strategy.

CHALLENGES

Challenges to scale

Multiple sites with multiple devices and interfaces Tradeoff of scalable and unique User trust issues InApp v. Mobile Web Biggest players in the market who bring together buyers and

sellers don’t currently support native units

“To scale and be effective for publishers, native formats need to be tracked alongside all the other formats. It’s not really about replacing display ads. It’s just a different way to engage with customers.” Neil Mohan, Google

“To scale and be effective for publishers, native formats need to be tracked alongside all the other formats. It’s not really about replacing display ads. It’s just a different way to engage with customers.” Neil Mohan, Google

A fragmented environment

The Scalability Formula

TECHNOLOGY

Technology

The tech stack is already very complex– Primary Ad Server– Programmatic platform– Remnant solution– Specialty ad server(s)– Social (Twitter, Facebook)– DSPs– DMPs

Adding in another complex platform or solution is a challenge for most players

Winning solutions will offer:– Streamlined Management and seamless operational workflow– Transparency– Minimum CMS / editorial disruption

Technology

Technology … sorry

Technology – Sharethrough’s View

Technology … Triplelift’s View

Technology

Buyers

How can you repurpose existing assets?

Do your trading platforms support Native units?

Is adding Native a net neutral or does it add complexity?

Are your marketplaces exposing supply and do you have the information you need?

Sellers

Does your Native solution require multiple systems (CMS, Ad Server)

Do you have an automation option to access demand?

Are all devices supported or does each additional device require new work?

Are there opportunities to consolidate your tech stack?

What are the REAL costs of your tech solution?

PEOPLE

People

Creative multi-faceted and more involved– Tout + Story– Long-form video– Sponsored Images

Including Editorial in the process Sales channel conflicts Who creates the content? Sales, Operations, Editorial, Design, Technology What new job titles will you create? Where will you hire from?

People

People

Buyers Do you have an editorial or

content team in house? What skills are most required

for your goals (Social; Editorial; Video)

Do you have an internal champion linking across teams

Who liaises with publishers to ensure the content works

What will change in your hiring process to better address and service Native?

Sellers How close are you with your

editorial team? Are you sharing any commercial

responsibilities? Native can be very different

operationally – more CMS than Ad Serving. Who’s going to own that?

Who is best positioned internally to cheerlead and drive change around Native?

Is your leader thinking Mobile First?

PROCESS

Process

We want to learn from the past– Display Networks– Rich Media– Video– Mobile

Still room for one-offs, custom implementations, and larger sponsorship deals struck directly between buyers and sellers

BUT…

How can we leverage the core strengths of Native and the scalability and operationally efficiency of Programmatic Trading?

Process

Larger, Brand/Publisher specific dealscan, largely be managed in the same way as they are now

Wider-scale, more generic campaigns will require a degree of scalability

We need to ensure our three criteria are met for native

One way to do this is use a marketplace or open exchange for native placements

Knowing when to use this and how totie into the overall operation will be very important

Native Marketplace

Native Marketplace

Process – Manual

AdvertiserAdvertiser

Enter into Ad Server


Enter into CMS

Enter into CMS

Delivery & Reporting

Stats


Stats

Data & Targeting

Data & Targeting

Publisher Site

Publisher Site


Stats


Stats

Stitch together

Stitch together

Process – Using a Publisher Side Solution




Enter into CMS

Enter into CMS


Stats


Stats

Data & Targeting

Data & Targeting

Publisher Site

Publisher Site

Native SystemNative System

Process – Using a Publisher side Platform



Stats


StatsPublisher

SitePublisher

Site


Data & Targeting

Data & Targeting

Process – Using a Publisher side Platform + Marketplace



Stats


StatsPublisher

SitePublisher

Site


Data & Targeting

Data & Targeting

Native Marketplace

Native Marketplace

AdvertiserAdvertiserAdvertiserAdvertiser


Publisher Site

Publisher SitePublisher

SitePublisher

SitePublisher Site

Publisher Site

Process –Increasingly complex

Display - Desktop Mobile - Web Mobile - InApp

Process – Increasingly Complex


Publisher APublisher A Publisher BPublisher B Publisher CPublisher C

Process

Buyers Are you accessing a wide pool of

supply? Are you able to leverage existing

assets? Are you avoiding ground-up builds

every time? Are your stats and reporting what

you require? Is publisher native easier or harder

than using Twitter or Facebook? Are you asking the same of your

native solutions as you are of display, mobile, video, rich media?

Sellers Are you double entering campaigns or

forcing your CMS to behave like an ad server?

Are you manually stitching together CMS and Ad Server stats?

What are the person-hour costs of managing standard native campaigns?

Are you leveraging the targeting potential of online to its fullest extent?

Are you able to use the full gamut of assets – video, display, rich media, etc. or are you hamstring by a specific vendor format?

How are you handling editorial sign off approvals?

TAKE AWAYS

Takeaways and questions

What’s your definition of Native? Is your native solution keeping your viewers on your site or taking

them away? What’s the cost of driving a user off your site? What skills sets are missing in your commercial, operations, and tech

teams to deliver a successful Native product offering How many systems or platforms do you need to use to successfully

deliver a Native campaign? What’s the cost of these systems? How, other than direct sales, are you sourcing demand? Are you able to offer the full capabilities of a 2014 ad system in

Native?– Programmatic– Scalable– Rich targeting & reporting

Tech / People / Process Scorecard for Native? How do you rank?

QUESTIONS & DISCUSSIONThank you

native advertising at scale

Presentations & Public Speaking