native advertising fact & fiction head of brand ... · facebook, aarp, addthis, admarketplace,...
TRANSCRIPT
@PeterMinnium
Head of Brand Initiatives, IAB
Native
Advertising
Fact & Fiction
Native Advertising Is…The Tower of Native Advertising Babel
Sponsored Content
Read like edit
Non-interruptive
Unique & Proprietary
Organic to Experience
In content well
Branded Content
Behave like Edit
In User’s Stream
Look like edit
Non IAB-Standards
Ads via CMS
High Quality
PaidContent
Custom Content
New advertorials
IAB NATIVE ADVERTISING TASK FORCEFacebook, AARP, AddThis, adMarketplace, AdMonsters, AdsNative, Airpush, Altimeter Group,American Express, AOL, appssavvy, Autotrader.com, BBC Worldwide, BBN Networks, BlinkNew Media, Bloomberg, BuzzFeed, C.A.S.T., Demand Media, Dieste, Disqus, Dow Jones &Company, Drawbridge, Dstillery, Electronic Arts, Expedia, Facebook, Federated Media,Flipboard, Flite, Forbes.com, Foursquare, FOX Sports, Gawker, Glam, Glot0, Google, Gravity,GumGum, Hearst, IAB Canada, IDG, Inadco, InMobi, inPowered, IZEA, Jivox, Jun Group, Kargo,Klout, Kontera, LIN Media, LinkedIn, LocalResponse, Los Angeles Times, MailOnline,Mansueto Ventures, Martini Media, Mashable, Meredith, Microsoft Advertising, Mixpo,Modern Healthcare, Monster, Namo Media, NPR, National Public Media, Nativo, NetSeer,New York Daily News, Nexage, OneSpot, Outbrain, Pandora, PointRoll, Polar, PulsePoint,ReactX, Realtor.com, Rodale, Salesforce Marketing Cloud, SAY Media, Selectable Media,Shareaholic, ShareThis, Sharethrough, Spotify, Studio One, StumbleUpon, Taboola, BusinessInsider, Estee Lauder Companies, Huffington Post, New York Times, Weather Channel,Thomson-Reuters, ThoughtLeadr, Time Warner, Trip Advisor, TripleLift, Trulia, Tumblr, Turner,Unilever, Unruly, Vibrant Media, Vindico, Yahoo!, YouTube, Zillow, Zumobi, and Twitter
AdGhetto
In-Stream
Quality
Scale
Transparency
Aspiration
Ad Products
Native Aspiration
A paid ad that is so cohesive with the
page content, assimilated with the
design, and consistent with the user
experience that the viewer simply feels
that it belongs.
“Native” Ad Products
1. In Feed Ads
2. Custom
3. In-Ad (IAB Standard) Unit
4. Search Units
5. Recommended Content Units
6. Promoted Listings
In-Feed the “New News”
IAB Native Evaluation Framework
Disclosure is Not Negotiable
Digital Ad Ghetto is Dying
Already weakened by Mobile which never had an established ghetto and…
Large canvas formats (like IAB Rising Stars) which crossed the ghetto borders
Native is driving the last stake through its heart
Native is not a Fad It is turning point in maturation
of digital advertising
Ads in every media start as an awkward accompaniment– TV= Radio announcer on air
– Magazines=Back of book
– Newspaper=In text listings
Native is digital working through adolescence with permanent change and opportunity
Native does not Replace All Digital
Digital advertising expenditures are trifurcating to 3 buckets
Marketers using digital to achieve objectives across the purchase funnel
Native Content advertising is a complement to, not a replacement for, concept and commerce advertising
Concept Ads
Content Ads
Commerce Ads
Consumers Receptive to Native Ads
Today, nearly 9 in 10 (86%) consumers feel that online advertising is necessary to receive free content online
Additionally, 60% of consumers are more open to online ads that TELL A STORY than ones that simply sell a product
Consumers are Receptive to Native Ads
Q28: Have you seen this type of content before today?
71%
Business NewsEntertainment
Audiences Are Aware of Sponsored Content
Sponsored Content Awareness(Asked after exposure to examples)
have seen sponsored
content
61% 70%
have seen sponsored
content
have seen sponsored
content
Q34: Thinking specifically about this content, how much do you agree or disagree with the following? This content can add value to my experience on this website
Sponsored Content Can Add Value to the Consumer Experience
Sponsored Content Perceptions (% Agree)
38%
45% 44%
27%
Adds value to site experience
Overall Business Entertainment News
Increased Favorability of Website As a Result of In-feed Sponsored Content(% More Favorable)
54% 53% 52%
Content isrelevant to
reader
Brand is anauthority
Brand istrustworthy
Source: Getting In-Feed Sponsored Content Right: The Consumer View by IAB & Edelman Berland, July 2014
The Vogue Effect: Sponsored Content Can
Enhance Site Favorability
Q44: Thinking about the ways that brands can use this “sponsored” content to draw your interest, how important are each of the following?
Important Factors to Drawing Interest(% Important)
Brand Relevance, Authority & Trust Drive Consumers to Sponsored Content
89%84% 82%
91%83% 83%
90%
79% 79%
Relevant information Brand is an authority on topic Brand Iknow & trust
Business Entertainment NewsBrand relevant information
Be Relevant: Doing it Right
Be Relevant: Doing it Less Right
Be Authoritative: Doing It Right
Be Authoritative: Doing it Less Right
Content is King
Great Content is Easily Native—bad content can never be so
Should be additive, not Interruptive—brand is in-stream in someone else’s story
Brands setting direction & curating—content creation sources exploding
Engagement is Queen
Native advertising can kill the click thru rate
Success is much more nuanced and varied
The industry is coalescing around a core set of “engagement” metrics, like time spent and interactions
“NativeCTR”
Customization passes costs up and down the supply chain
True “native” should be rare, premium, and consultative
Standardized and semi-customized solutions, if done right, can drive value for marketers and publishers
A Final Caution: Beware Native Economics
@PeterMinnium
Head of Brand Initiatives, IAB
Grazie Mille