WTF Does Native Mean for Premium Publishers? - WTF Native Advertising UK, 10/8/15
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Henry Rowe from FaR Partners' presentation from the Digiday "WTF Native Advertising" event in London - October 8, 2015.
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WTF Does Native Mean for Premium Publishers? - WTF Native Advertising UK, 10/8/15
- 1. How Na've Adver'sing Can Benefit Premium Publishers
- 3. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 4. Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 5. Premium publishers are unlikely to win a straight fight with a media giant Unless they can offer something unique and something aligned to their brand
- 6. Scale compe'tors Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 7. Poten'al to work for consumer, adver'ser and media owner
- 8. Scale compe'tors Mone'sing mobile Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 9. Its not the data It’s the crea've output that really maNers
- 10. Scale compe'tors Mone'sing mobile Mone'sing data Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 11. 28.6% average 70% highest 3% lowest What percentage of digital display ad impressions are fraudulent? Trends Panel Ad Fraud is the most concerning aspect of online advertising to clients
- 12. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 13. “We already try to reach 80% of viewability, we have a really hard push from clients to reach 100%. I'm pre@y sure we can do it this year. 10 years ago clicks were the most important metrics online, now it's viewability” Digital Account Manager “Do you agree with the following statement – I will be trading exclusively on viewable impressions by December 2015” Trends Panel 40% agree
- 14. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 15. The same ad across all plaDorms benefits the media owner and the adver'ser
- 16. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 17. Adding in data Na've adver'sing
- 18. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Video revenue Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 19. Declining premium banner yield In a much more compe''ve market
- 20. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 21. £1.07bn in 2017 Over 30% of display Majority of brand spend
- 22. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 23. Crea'vity Content Scale
- 24. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 25. Media Produc'on
- 26. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Programma'c sales Publisher alliances Mone'sing editorial
- 27. Read like editorial and shared more Almost three 'mes more likely to respond Looked at much more frequently than display
- 28. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Consumer engagement Publisher alliances Mone'sing editorial
- 29. Help bring yield and brand spend to programma'c
- 30. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Mone'sing editorial
- 31. Unique data Unique crea've
- 32. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances
- 33. Smart use of exis'ng resources Maximise revenue from the brand
- 34. Scale compe'tors Mone'sing mobile Mone'sing data Ad Fraud Ad Blocking / Viewability Cross plaDorm Declining yield Compe''ve stand-‐out Video revenue Scaling crea've Non-‐media revenue Consumer engagement Programma'c sales Publisher alliances Mone'sing editorial
- 35. Thank You HenryRowe@FaRPartners.com
- 36. Appendix