Summary of Advertising Week 2015 : main themes, stats ans best quotes.

1. #AWXII
ADVERTISING
WEEK 2015
SUMMARY
Alexandre.faure@ymail.com

3. NAT
IVE

4. • Just like 2014, 2015 is THE year of Native
Advertising
• Yahoo believes that new native ads formats will
emerge
• Native Vs Display (Yahoo research)
• Consumer engagement: Native = 3X Display
• Native = +33% in purchase intent
• Native click-through rates = 2 to 3X Banners
and Interstitials
• 60% of consumers have a favorable view of
native ads
• Transparency (logo + sponsorship mention)
increases awareness (+14%) and likelihood
to recommend (+10%)

5. • Consumers’ reaction to native ads in comparison to
traditional display banners (Sharethrough/Nielsen
research, 2015):
• Banners are seen but not read, while native ads
are seen and read.
• Banners only engage one side of the brain, while
native ads engage both sides of the brain.
• The brain can process 26 images in a blink of an
eye, or two words. Consequently, a headline is
worth 300 images.
• We make snap judgments on whether we want to
read something or not based on context words
that can draw users in through associations
related to insight, time, space or motion.

6. • The Financial Times started selling on a cost-
per-hour basis earlier this year, and Medium has
been transacting on its TTR (total time read)
metric.
• Medium and Vox believe that native may very
well be the long-term answer to ad blocking.
• “Form an emotional connection to get people to
buy something. If you’re doing it right, there’s no
difference between media and advertising.”
Jason Stein, CEO Laundry Service
• “Native is inherently the right thing” (Tim
Waddell, Adobe)
• Native’s strongest argument: its capacity to
incorporate mobile + video

8. PROG
RAMM
ATIC

9. • ANA/WhiteOps 2014 study:
• Digital ad fraud (bots) = $6.3Bn loss for
advertisers. In response, operators of ad
exchanges have had to clean up their market
places. In some cases, it led to a 65%
decrease in transaction volume.
• Up to 50 percent of publisher traffic is bot
activity.
• Between 3 percent and 31 percent of
programmatically bought ad impressions
were found to be from bots, with an average
of 17 percent.

10. • PwC says programmatic advertising was
responsible for $10.1 billion out of the $49.5
billion spent on internet advertising last year
• Issues with programmatic :
• The programmatic supply chain is opaque
• Inventory quality varies
• Prices aren’t clear
• Education among advertisers is lacking
• Companies aren’t upfront about what they’re
doing to tackle ad fraud
• No one is taking accountability for stolen
money.

12. MO
BILE

13. • “Mobile will soon account for 80 percent of all
digital content consumption” (Marta Martinez,
AOL)
• Daily time on mobile: 2h 51min. /user (Yahoo
research)
• Well integrated mobile ads generate more
engagement than display ads
• Average time per ad: Native = 3.2 s., Display =
0.9 s.
• “We’re a nation of Mobile addicts”, Yahoo’s Lisa
Utzschneider, CRO, Yahoo

14. • Two-thirds of people are checking their mobile
in the morning before doing anything else, and
video is a huge part of that (Facebook, Director
of US Agency)
• 79 percent of Americans put their phones down
for less than two hours a day (Facebook
research, 2015)

16. CONT
ENT

17. • “Content is not to be consumed, it is to be
experienced. Content is increasingly about customer
experience.” (VP Content Creation, Huffington Post)
• When content is good, people don’t block it : in
Youtube’s Top 10 videos, 4 are ads.
• Companies like Nike have been telling inspiring
stories of data and creativity coming together, and
their business model is somewhat based on it.
• Many brands are also becoming publishers in their
own right. As publishers, brands face unique
challenges around the tone and purpose of their
branded content.

19. VIS
UAL

20. • Daniel Habashi, Director of Brand Development at
Instagram
• 80 million photos and 3.5 billion likes enter the
platform each day.
• According to a survey of its own users, 63% use
Instagram to follow businesses and products,
and 74% take action after being inspired by a
post.
• Instagram’s research with Nielsen shows that
average ad recall from its native ads is 2.8x
higher than online campaign norms.
• 1 in 5 mobile minutes is now spent on Facebook
and Instagram, more than the next 10 platforms
combined.

21. • Instagram has also rolled out new formats and
capabilities for advertisers
• “The battle will be won with short videos”, Mark
thompson, CEO NY Times
• “(Videos are) the clearest way to tell stories”,
Pete Cashmore, CEO Mashable

23. OTH
ER

24. • The Ad industry still lacks diversity (genre,
race…)
• Steady evolution from device-based to people-
based messaging
• The Advertising Agency Model is in Flux. Even
IBM reportedly operates the largest interactive
agency in the U.S
• Idea of ads filtering : why not move to a model
where people can choose the ads they want to
see?
• Google’s micro-moments: instances when
people are taking actions that marketers should
be ready to respond to

26. QUO
TES

27. “This year’s review-apoolza
is a result of several
factors, including issues
over rebates, transparency
concerns, lack of trust,
fragmentation, and
companies needing to
minimize their budgets.”
Sir Martin Sorrell, CEO WPP

28. “It’s important for
advertisers to focus on
business results rather
than the lowest CPM
possible”
Amy Bartle, Director
Media and Digital
Marketing, La Quinta

29. “We have a Superbowl
on mobile every day”
Sheryl Sandberg,
COO Facebook