Native advertising is advertising that matches the form and function of the content in which it is placed. It provides a non-interruptive user experience similar to other content on a site or platform. Studies show that native advertising drives better results than banners, with engagement rates 50% higher and brand lift and purchase intent that are 40-50% higher. Native advertising is also critical for mobile where screens are smaller and interruptive ads have lower tolerance. It provides audiences a better experience, marketers more effective digital advertising, publishers an additional revenue stream, and solves mobile reach and monetization issues.

2. Bill Pearce
Former CMO
Del Monte, Taco Bell, Campbell Soup Co.
MBA Professor, Berkeley

3. 3
Native is the word of the
year

4. Everything is “Native” all of a sudden

8. • Form + Function
• Look: similar to the other content
• Location: Within the content feed
• Experience: the same as other content (user-initiated)
What is native?

9. 5x - 20x5x - 20x the response rates
Native drives better
results
Deeper engagementengagement: 50s+ avg.
Versus Banners - Source:
40%40% higher brand lift &
50%50% higher purchase intent

10. 10
Native is critical on mobile
Smaller screens mean lower tolerance for interruptive
advertising

11. Highly visible: native works even better
mobile

12. • Audiences get a better experience
• Marketers get more effective digital
advertising
• Publishers create a premium revenue
stream
• Mobile reach + monetization is solved
The
results...

13. X

14. Display vs. Content
Interruption Engagement
Extract Value Provide Value
Selling Telling
Scalable Manual
The engagementengagement area

15. Voice
Publisher
Publisher-Brand
Brand

18. 18

20. 20
Discussion....