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Key Operational
Considerations for Native
Advertising and Content
Marketing
IAB Europe Webinar
28th February 2017
• Moderator: Alison Fennah, Executive Business Advisor, IAB Europe
• Ben Pheloung, Director Sales and Account Management, ...
• IAB Europe Native Advertising and Content Marketing white paper
• Pan-European definitions
• Distribution and optimisati...
IAB Europe Native Advertising and Content
Marketing Task Force
IAB Europe Native Advertising and Content
Marketing White Paper
Content:
• Introduction
• How Native Advertising Enables M...
Pan-European definitions
• Native distribution ad formats: ad units used for the automated distribution of content at scal...
Distribution and optimisation
Ben Pheloung, Director Sales and Account Management,
PulsePoint
Distribution and optimisation
Distribution and optimisation
Paradox of choice
Distribution and optimisation
Manage multiple distribution platforms
Targeting and creative strategy
Robin Jackson, Senior Manager – EMEA Native Ads
Solutions, Yahoo!
Targeting and creative strategy
Logos: it's not when but where
Images: relevance rules it all
Targeting and creative strategy
Targeting and creative strategy
Text: it's all connected
Step 1: Ignite
Step 2: Enlighten
Step 3: Engagers
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Ret...
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Ret...
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Ret...
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Ret...
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Ret...
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Ret...
Workflow
Charlotte Diemer, Director of Content & Insights, Teads
The workflow: an overview
Client brief
Media partner
briefing
Proposals
Media partner
selection
Tracking Project plan
Proj...
The workflow: Client Brief
The workflow: Media Partner Briefing
Client brief
The workflow: Proposals
The workflow: Media partner selection
The workflow: Tracking
The workflow: Project Plan
The workflow: Project management
The workflow: Post-activation analysis
Q&A
Thank you & next steps
Watch and share the webinar recording – this will be on our website in the next couple of days
Plea...
Interact 23-24 May, Amsterdam
The New Rules of Engagement!
Early Bird rate: €850 exc. VAT
www.interactcongress.eu
MIXX Awa...
IAB Europe is the voice of digital business and the leading European-level industry association for the
interactive advert...
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IAB Europe Webinar Deck: Key Operational Considerations for Native Advertising and Content Marketing

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IAB Europe Webinar Deck: Key Operational Considerations for Native Advertising and Content Marketing

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IAB Europe Webinar Deck: Key Operational Considerations for Native Advertising and Content Marketing

  1. 1. Key Operational Considerations for Native Advertising and Content Marketing IAB Europe Webinar 28th February 2017
  2. 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. 3. • IAB Europe Native Advertising and Content Marketing white paper • Pan-European definitions • Distribution and optimisation • Targeting and creative strategy • Workflow Today’s agenda
  4. 4. IAB Europe Native Advertising and Content Marketing Task Force
  5. 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. 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.
  7. 7. Distribution and optimisation Ben Pheloung, Director Sales and Account Management, PulsePoint
  8. 8. Distribution and optimisation
  9. 9. Distribution and optimisation Paradox of choice
  10. 10. Distribution and optimisation Manage multiple distribution platforms
  11. 11. Targeting and creative strategy Robin Jackson, Senior Manager – EMEA Native Ads Solutions, Yahoo!
  12. 12. Targeting and creative strategy Logos: it's not when but where
  13. 13. Images: relevance rules it all Targeting and creative strategy
  14. 14. Targeting and creative strategy Text: it's all connected Step 1: Ignite Step 2: Enlighten Step 3: Engagers
  15. 15. Targeting and creative strategy Prospecting Purchase Awareness Targeting
  16. 16. Targeting and creative strategy Prospecting Purchase Awareness Targeting Interests Demo Lookalike
  17. 17. Targeting and creative strategy Prospecting Purchase Awareness Targeting Interests Demo Lookalike Mail Segments Search Retargeting
  18. 18. Targeting and creative strategy Prospecting Purchase Awareness Targeting Interests Demo Lookalike Mail Segments Search Retargeting Custom Audiences
  19. 19. Targeting and creative strategy Prospecting Purchase Awareness Targeting Interests Demo Lookalike Mail Segments Search Retargeting Custom Audiences Clothing Company
  20. 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. 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. 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
  23. 23. Workflow Charlotte Diemer, Director of Content & Insights, Teads
  24. 24. The workflow: an overview Client brief Media partner briefing Proposals Media partner selection Tracking Project plan Project management Post-activation analysis
  25. 25. The workflow: Client Brief
  26. 26. The workflow: Media Partner Briefing Client brief
  27. 27. The workflow: Proposals
  28. 28. The workflow: Media partner selection
  29. 29. The workflow: Tracking
  30. 30. The workflow: Project Plan
  31. 31. The workflow: Project management
  32. 32. The workflow: Post-activation analysis
  33. 33. Q&A
  34. 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. 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. 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

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