By Eddie de Guia – PubNative Over the past years, mobile ad formats have significantly evolved offering innovative ways to reach and engage relevant customers. Native advertising has become the gold standard in mobile while programmatic advertising has become the norm in how we buy and sell digital inventory. As mobile adtech continues to innovate faster than ever, we are looking for the most efficient ways to bridge existing distribution channels. What are the challenges native and programmatic face? How does the future look like for these advertising forms?

1. NATIVE MEETS PROGRAMMATIC:
WHAT’S IN IT FOR USERS AND ADVERTISERS
Eddie De Guia, PubNative, Savage Marketing 2017

2. WHO’S PUBNATIVE?
Publishers 280+
Demand partners 100+
6
Global Offices
90%
Global Fill Rate
32 Bn
Monthly
Impressions
62
Experts

3. AGENDA
What Is Native?
What Is
Programmatic?
Native Meets
Programmatic

4. WHAT IS NATIVE?

5. AD FORMATS
Standard bannersMessaging Video Search

6. STANDARD ADS ON MOBILE AND DESKTOP

7. FROM BANNER TO NATIVE

8. FROM BANNER TO NATIVE

9. WHAT IS NATIVE ADVERTISING?
A form of paid media where
the ad experience follows the
natural form and function of
the user experience in which it
is placed.
Form
Native ads match the visual design of
the experience they live within, and
look and feel like natural content.
Function
Native ads behave consistently with
the native user experience, and
function just like natural content.

10. MOBILE MARKETING ASSOCIATION DEFINED NATIVE FORMATS 1/2
Source: MMA
PRIO
In-feed
Social
In-feed
Content
In-feed
Commerce
In-map

11. MOBILE MARKETING ASSOCIATION DEFINED NATIVE FORMATS 2/2
Source: MMA
In-game Paid Search
Recommendation
Widget
Custom

12. HOW BIG IS NATIVE ADVERTISING MARKET? (US)
Source: BI Intelligence (US data)

13. WHY MOBILE NATIVE?
Source: PubNative, Celtra, Forrester Research
CTRs increased 6x,
CRs increased3.5x
40%
more time spent
interacting with
native ads
Native CTR on
mobile is 40%
higher than on
desktop

14. IN PRACTICE: VIBER
Source: PubNative
▸ Increase revenue
▸ Maintain natural user experience
▸ More than 2% CTR
▸ 6x WoW revenue increase
▸ Fill in 45+ countries
Objective
Key success metrics

15. IN PRACTICE: JARRITOS/NIELSEN
Source: NIELSEN, SHARETHROUGH, JARRITOS
▸ Increase brand lift
▸ 5 CPG brand campaigns
▸ Pre-roll vs. native ads
▸ In all campaigns native ads
delivered higher brand lift
▸ Pre-roll drove little/no brand lift
Objective
Key success metrics
Non - Alcoholic beverage favorability brand lift

16. CHALLENGE: DOMINATION OF DATED FORMATS
Source: BI Intelligence estimates, Interactive Advertising Bureau

17. CHALLENGE: LACK OF INFORMATION ABOUT MOBILE NATIVE ADVERTISING

18. FUTURE: NATIVE SHARE OF TOTAL DISPLAY ADVERTISING (GLOBAL)
Source: IHS
14,5%

19. FUTURE: INCREASE IN MOBILE VIDEO AD SPENDING
Source: eMarketer

20. FUTURE: NEW DISTRIBUTION CHANNELS

21. FUTURE: NEW DISTRIBUTION CHANNELS

22. WHAT IS PROGRAMMATIC?

23. YOU ARE ALREADY IN THE GAME

24. ONLY 20% TIME SPENT ON TOP APPS
Source: AppAnnie

25. BEFORE PROGRAMMATIC

26. PROGRAMMATIC NOW

27. PROGRAMMATIC BIDDING
Step1 Step2
Step3
Step4
Step5
Step6

28. YOU CAN BUY MANY FORMATS PROGRAMMATICALLY
Video
Rich Media Interstitials Search
Native ads Banner ads

29. LEVERAGE CURRENT CREATIVES AND PROGRAMMATIC BUYING

30. LEVERAGE MOBILE TARGETING

31. IN PRACTICE: IKEA
Objective
▸ Increase awareness of newly launched
collection
▸ Target: Belgium market in French and
Dutch
▸ Devices: Mobile and tablets
Key success metrics
▸ Total CTR 1.58%
(nearly 5x higher than global average)
▸ Total engagement time 16.54 secs
(81% longer than global average)
▸ Total viewability rate 48.11%
Source: Adform Digital Advertising Benchmark Report H1 2015

32. RETARGETING & REENGAGEMENT
Source: Remerge
Retarget your users
with a personalised ad
Bring users back to your
app via a deep link

33. IN PRACTICE: CRITEO/SONY
Objective
▸ Increase e-commerce campaign performance and efficiency
▸ Critical period Black Friday and Cyber Monday
▸ Reduce costs of sales (COS)
Key success metrics
▸ +281% YoY revenue at -74% COS, Thanksgiving through
Cyber Monday
▸ 2x more conversions
▸ 15% lower COS YoY
Source: Criteo, Sony

34. CHALLENGE: COMPLEX ECOSYSTEM
Source: Luma
Partners, 2016

35. FUTURE: INCREASE IN MOBILE PROGRAMMATIC DISPLAY SPENDING
Source: eMarketer
$36,09
$30,06
$24,14
$17,99
$10,65

36. KEY TAKEAWAYS
Native advertising helps reaching brand goals more efficiently
compared to other forms of online and mobile marketing
By leveraging mobile audience targeting, existing creative assets and programmatic
buying, brand marketers can easily run in-app marketing campaigns at scale
Programmatic and native are the
future of mobile advertising

37. Q&A

38. THANK YOU
Eddie De Guia
edg@pubantive.net
PubNative
2017 Savage Marketing