2. • Moderator: Alison Fennah, Executive Business Advisor, IAB Europe
• Ben Pheloung, Director Sales and Account Management, PulsePoint
• Robin Jackson, Senior Manager – EMEA Native Ads Solutions, Yahoo!
• Charlotte Diemer, Director of Content & Insights, Teads
Today’s speakers
3. • IAB Europe Native Advertising and Content Marketing white paper
• Pan-European definitions
• Distribution and optimisation
• Targeting and creative strategy
• Workflow
Today’s agenda
5. IAB Europe Native Advertising and Content
Marketing White Paper
Content:
• Introduction
• How Native Advertising Enables Meaningful Consumer
Relationships
• Business Model
• Native Advertising Distribution Formats
• Guidance for Businesses on Applicable EU Rules
• Operational Considerations
• European Landscape
• Conclusions
• Case Studies
• With thanks
6. Pan-European definitions
• Native distribution ad formats: ad units used for the automated distribution of content at scale and
that align to the style and format of the surrounding environment.
• Content-based advertising: commercial content that is advertiser-controlled or jointly
publisher/advertiser controlled (e.g. online advertorial, advertiser funded content or advertisement
features) and is designed to fit with the format and style of the surrounding editorial content.
17. Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Retargeting
18. Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Retargeting
Custom Audiences
19. Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Retargeting
Custom Audiences
Clothing Company
20. Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Retargeting
Custom Audiences
Clothing Company
Style & Fashion
Female – 18-35
Lookalike – past converters
21. Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Retargeting
Custom Audiences
Clothing Company
Style & Fashion
Female – 18-35
Lookalike – past converters
Received email from ASOS, Topshop
and River Island
Search queries including ‘dresses’,
‘spring fashion’, ‘playsuit’
22. Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Retargeting
Custom Audiences
Clothing Company
Style & Fashion
Female – 18-35
Lookalike – past converters
Received email from ASOS, Topshop
and River Island
Search queries including ‘dresses’,
‘spring fashion’, ‘playsuit’
Cart abandoner
24. The workflow: an overview
Client brief
Media partner
briefing
Proposals
Media partner
selection
Tracking Project plan
Project
management
Post-activation
analysis
34. Thank you & next steps
Watch and share the webinar recording – this will be on our website in the next couple of days
Please provide your feedback in the survey at the end of this webinar
Download the IAB Europe Native Advertising and Content Marketing White Paper
35. Interact 23-24 May, Amsterdam
The New Rules of Engagement!
Early Bird rate: €850 exc. VAT
www.interactcongress.eu
MIXX Awards categories
• Display Advertising
• Mobile Advertising Video Advertising
• Social Media
• Search Advertising.
• Native Advertising
• Branded Content
• Responsive Display Advertising
• Virtual and Augmented Reality experience.
• Campaign Effectiveness
• Programmatic Advertising
• Integrated Advertising
• Effective Use of Data
36. IAB Europe is the voice of digital business and the leading European-level industry association for the
interactive advertising ecosystem. Its mission is to promote the development of this innovative sector by
shaping the regulatory environment, investing in research and education, and developing and facilitating
the uptake of business standards.
CONTACT
Marie-Clare Puffett puffett@iabeurope.eu
Business Programmes Manager, IAB Europe
@iabeurope
/iab-europe
www.iabeurope.eu