performances role in content and natives growth_clare obrien

Performance Marketing, Content, Native & changing horizons

Clare O’Brien, IAB UK26th October 2016

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“The railroads collapsed because they thought they were in the railroad

business, when really they were in the transportation business”

Theodore Levitt, Harvard Business Review, 1960

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What’s our business

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“the definition of creativity needs to change – we’re not in the advertising business anymore”

Sir Martin Sorrell, CEO & Chairman, WPP: 2016

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Display reaches a third of digital in H1 2016

Category H1 2015 Share

Search 51%

Display 31%

Classified 16%

SOURCE: IAB / PwC Digital Adspend H1 2016

16.4%

Content & Native is now 29% of display

New for 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools.. New for 2015: Tablet is no longer in ‘other’ and is now folded into relevant categories within digital. Banners in social are no longer split out separately and are now folded into Banners.. SOURCE: IAB / PwC Digital Adspend H1 2016.

Mobile Content & Native nears 50% of mobile display

* Standard display includes Standard Banners, Rich Media Banners, Interstitials and MPUs. ** Remaining display formats includes music and tenanciesSOURCE: IAB / PwC Digital Adspend H1 2016

£137.9m

Note: growth rates are absolute (not like-for-like)SOURCE: IAB / PwC Digital Adspend H1 2016

Mobile Content & Native growing strongly within mobile

display

SOURCE: IAB / PwC Digital Adspend H1 2016

£0

£100

£200

£300

£400

£500

£600

£700

£800

H12010

H22010

H12011

H22011

H12012

H22012

H12013

H22013

H12014

H22014

H12015

H22015

H12016

Social Media Advertising:

£ M

illio

ns

Social media display grows 43% year on year to £745m

+

For 2011 onwards revenues for online video advertising on TV broadcaster websites are based on WARC estimatesSOURCE: IAB / PwC Digital Adspend H1 2016 / WARC

Video increases by 69% since H1 2015

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And OPM?

OPM captures c.£953 million not measured by Digital Adspend Study

IAB / PwC Online Performance Marketing Study 2015

IAB / PwC Online Performance Marketing Study 2015

© IA

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IAB UK Content & Native Definitions Framework

Advertiser owned Media owner revenues (brand-based)

Typ

e Brand-owned content Publisher-hosted and/or made Native distribution ad units

Owned Paid Paid

Wh

at it

is /

Ho

w it

wo

rks

–ty

pic

al c

har

acte

rist

ics

Advertiser owned and operated: conceived, made and managed

e.g. website / appContent elements (article, slides, video, app, social pages / sharing)

Contract publishing

1. Publisher*-controlled content(sometimes called ‘supported’ or ‘sponsored’)• publisher-made, looks like surrounding

editorial, enabled by brand but may have been produced even without brand funding

• publisher editorial control and sign-off

2. Advertiser-controlled commercial content(sometimes called ‘ad feature’ or ‘advertorial’)• can be made by publisher and/or brand • advertiser editorial control and sign-off

3. Joint publisher/advertiser-controlled commercial content(sometimes called ‘sponsored’ or ‘ad feature’)• can be made by publisher and/or brand,

enabled by brand but may have been produced even without brand funding

• publisher and brand editorial control • client consultation/publisher sign-off

Automated & programmatic (scale) content delivery. Examples include:

• 3rd party aggregated • 3rd party curated• 3rd party discovery tools• 3rd party recommendation

tools• In-ad (IAB standard ad

formats)**• In-app• In-feed***• Proprietary / bespoke ad

formats• Promoted post

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Programmatic solves the digital scale issue

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Content is making digital advertising work better

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TOPSHOP London fashion Week:

62% YOY

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Dollar Shave Club:Sold to Unilever for $1bn, July 2016

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258 %

Increase in

Dwell Time

321 %

Increase in CTR

42 %

Decrease in

Cost Per Sale

Native advertising allows us to inspire our audience in a way we just aren’t able to do with other ad formats due to it being more editorial and engaging in nature

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32

Turning Brand Stories into Brand Results

Outbrain for

Performance

Sponsored Stories

Four Brilliant Ways to Get Better Skin

5-Minute Fixes to Makeover Your Home

1920s Fashion: Icons Who Changed Fashion Forever

One Given Moment: Tribute to Johan CruyffThe Economist

Home Baking Made EasyMarks & Spencer

More from Marie Claire

33

CASE STUDY

Home Décor Retailer Re-Engaged Website Visitors with Content to Drive Sales

Results:

1.5xIncrease in CTR

4xConversion Rate

50%Lower CPA

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In the modern world of business,

it is useless to be a creative,

original thinker unless you can

also sell what you create.

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Clare O’Brien

[email protected]@clareob

mailto:[email protected]