Native Advertising 101: Clearing Up the Murkiness - WTF Native Advertising UK, 10/8/15
•
1 j'aime•1,231 vues
Clare O'Brien from IAB UK's presentation from the Digiday "WTF Native Advertising" event in London - October 8, 2015.
Recommandé
Recommandé
Contenu connexe
En vedette
En vedette (13)
Similaire à Native Advertising 101: Clearing Up the Murkiness - WTF Native Advertising UK, 10/8/15
Similaire à Native Advertising 101: Clearing Up the Murkiness - WTF Native Advertising UK, 10/8/15 (20)
Plus de Digiday
Plus de Digiday (20)
Dernier
Dernier (20)
Native Advertising 101: Clearing Up the Murkiness - WTF Native Advertising UK, 10/8/15
- 1. Native advertising 101: clearing up the murkiness Clare O’Brien, IAB UK @clareob 10/9/15iabuk.net
- 3. 10/9/15iabuk.net IAB UK Content & Native Council
- 4. The IAB UK’s Content / Native Advertising Council
- 5. Display increases its share of digital in H1 2015 Category H1 2014 Share Search 55% Display 29% Classified 15% SOURCE: IAB / PwC Digital Adspend H1 2015
- 6. Content & Native (inc. in-feed) is a quarter 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. SOURCE: IAB / PwC Digital Adspend H1 2015
- 7. 10/9/15iabuk.net Where does this idea of Content & Native Advertising come from? Why now? And it’s headed… where?
- 9. 10/9/15iabuk.net There is nothing new under the sun
- 10. 10/9/15iabuk.net
- 11. 10/9/15iabuk.net
- 12. 10/9/15iabuk.net
- 13. 10/9/15iabuk.net
- 16. 10/9/15iabuk.net
- 17. 10/9/15iabuk.net
- 18. 10/9/15iabuk.net
- 19. 10/9/15iabuk.net
- 21. 10/9/15iabuk.net “I do not regard advertising as entertainment or an art form, but as a medium of information.” David Ogilvy
- 22. 10/9/15iabuk.net
- 23. 10/9/15iabuk.net
- 24. 10/9/15iabuk.net
- 25. 10/9/15iabuk.net
- 27. 10/9/15iabuk.net
- 28. 10/9/15iabuk.net
- 29. 10/9/15iabuk.net
- 31. 10/9/15iabuk.net Digital media is a fundamentally different
- 32. 10/9/15iabuk.net
- 33. 10/9/15iabuk.net
- 34. 10/9/15iabuk.net
- 35. 10/9/15iabuk.net We used to experience media together – now we share its fragments
- 39. 10/9/15iabuk.net
- 40. 10/9/15iabuk.net The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. 6.7 million Sept 2015
- 41. 10/9/15iabuk.net
- 44. 10/9/15iabuk.net
- 45. Banner ads aren’t working 10/9/15iabuk.net 0 0.05 0.1 0.15 0.2 0.25 Jan-Jun 13 Jan-Jun 14 Jan-Jun 15 US UK Greece Source: Google – Display Benchmarks
- 46. 10/9/15iabuk.net
- 47. Why banner ads aren’t working 10/9/15iabuk.net
- 48. 10/9/15iabuk.net Success relies on people trusting branded content
- 49. 10/9/15iabuk.net
- 50. 10/9/15iabuk.net Native formats and Ad- funded or Content-based advertising are not the same thing
- 51. © IAB UK | Last updated Sept 2015| Version 2.1 Content Marke+ng Adver+ser owned Media owner revenues (brand-‐based) Type Brand-‐owned content Non-‐forma@ed adver+sing Na+ve distribu+on ad formats What it is / How it works – typical characteris+cs Adver=ser owned and operated: conceived, made and managed e.g. website / app Content elements (ar=cle, slides, video, app, social pages / sharing) Contract publishing 1. Publisher*-‐controlled content (some=mes called ‘supported’ or ‘sponsored’) 2. Adver+ser-‐controlled commercial content (some=mes called ‘ad feature’ or ‘advertorial’) 3. Joint publisher/adver+ser-‐ controlled commercial content (some=mes called ‘sponsored’ or ‘ad feature’) Automated (scale) content delivery. Examples include: • Promoted posts • In-‐ad (IAB standard ad formats)** • Proprietary / bespoke ad formats • Newsfeed formats • In-‐feed*** • 3rd party recommenda=on tools • 3rd party discovery tools • 3rd party curated • 3rd party aggregated
- 52. © IAB UK | Last updated Sept 2015| Version 2.1 Content Marke+ng Adver+ser owned Media owner revenues (brand-‐based) Type Brand-‐owned content Non-‐forma@ed adver+sing Na+ve distribu+on ad formats What it is / How it works – typical characteris+cs Adver=ser owned and operated: conceived, made and managed e.g. website / app Content elements (ar=cle, slides, video, app, social pages / sharing) Contract publishing 1. Publisher*-‐controlled content (some=mes called ‘supported’ or ‘sponsored’) 2. Adver+ser-‐controlled commercial content (some=mes called ‘ad feature’ or ‘advertorial’) 3. Joint publisher/adver+ser-‐ controlled commercial content (some=mes called ‘sponsored’ or ‘ad feature’) Automated (scale) content delivery. Examples include: • Promoted posts • In-‐ad (IAB standard ad formats)** • Proprietary / bespoke ad formats • Newsfeed formats • In-‐feed*** • 3rd party recommenda=on tools • 3rd party discovery tools • 3rd party curated • 3rd party aggregated
- 53. © IAB UK | Last updated Sept 2015| Version 2.1 Content Marke+ng Adver+ser owned Media owner revenues (brand-‐based) Type Brand-‐owned content Non-‐forma@ed adver+sing Na+ve distribu+on ad formats What it is / How it works – typical characteris+cs Adver=ser owned and operated: conceived, made and managed e.g. website / app Content elements (ar=cle, slides, video, app, social pages / sharing) Contract publishing 1. Publisher*-‐controlled content (some=mes called ‘supported’ or ‘sponsored’) 2. Adver+ser-‐controlled commercial content (some=mes called ‘ad feature’ or ‘advertorial’) 3. Joint publisher/adver+ser-‐ controlled commercial content (some=mes called ‘sponsored’ or ‘ad feature’) Automated (scale) content delivery. Examples include: • Promoted posts • In-‐ad (IAB standard ad formats)** • Proprietary / bespoke ad formats • Newsfeed formats • In-‐feed*** • 3rd party recommenda+on tools • 3rd party discovery tools • 3rd party curated • 3rd party aggregated
- 54. 10/9/15iabuk.net How audiences respond to paid, ad-funded content
- 55. There are 3 key ingredients to getting it right: Relevance Value Clarity • Do I feel as though I am being tricked? • Do I know who it’s from? • Is this for me? • Is this relevant to the brand? • Does it feel like other content I consume? • What’s in it for me?
- 56. Basic ingredients for adding clarity Visual cue Label/description Clear visual demarcation
- 57. Brand clarity earns attention 10/9/15iabuk.net
- 58. 10/9/15iabuk.net But great content alone will not deliver ROI value to advertisers
- 59. 10/9/15iabuk.net
- 60. 10/9/15iabuk.net
- 61. Native – ads that fit 10/9/15iabuk.net
- 62. 10/9/15iabuk.net
- 63. Is this the measure of successful modern advertising? 10/9/15iabuk.net Thanks to Ad Week
- 64. Native format ad Disclosure Guidelines (pt 1) 10/9/15iabuk.net
- 65. 10/9/15iabuk.net So where are we headed?
- 66. 10/9/15iabuk.net
- 67. Digital advertising is creating bad experience 10/9/15iabuk.net 56% do not realise publishers lose revenue when Ad Blockers turned on Source: YouGov / IAB UK Ad Blocking 2015
- 68. We need better advertising that stops audiences turning off ads Problem – we've been pushing poor ads at audiences and binge-drinking on the early profits
- 69. 10/9/15iabuk.net
- 70. 10/9/15iabuk.net The future of digital advertising is here already … and it’s being built on content
- 71. Ways we can f**k this up for everyone: • Not respecting the editorial codes that have established the principles of an independent and free media • Not putting the consumer at the heart of campaign planning – brands have to accept they are being invited into people’s lives • Not being clear about brand involvement • Not keeping alive the critical skills required to MAKE great content • Continuing to invest in clickbait 10/9/15iabuk.net
- 73. 10/9/15iabuk.net Nick Bradley, Commercial Director Factory Media Tom Curtis Head of Mediacom Beyond Advertising Steve Payne Head of Planning Insight & Research Huffington Post, UK