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Easa board native advertising madrid, 23 april 2015
- 1. ‘Native’ Digital Advertising Nick Stringer – Director of Regulatory Affairs, IAB UK
- 2. What is ‘Native’ Digital Advertising?
- 3. Content & Native is one fifth of UK digital display advertising New for 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools SOURCE: IAB / PwC Digital Adspend Full Year 2014
- 4. 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?
- 5. Basic ingredients for adding clarity Visual cue Label/description Clear visual demarcation
- 6. New UK market guidelines published on 9 February www.iabuk.net/contentnativeguidelines
- 7. Key drivers for the new guidance 1. To provide businesses with clear and practical steps – based on consumer research - to make it easier for consumers to spot native ads. 2. To help businesses adhere to the UK CAP Code – “marketing communications must be obviously identifiable…” (Rule 2.1). 1. To help business comply with the UK Consumer Protection from Unfair Trading Practices 2008. 2. To allow for consumer expectations as well as market
- 8. Phase One: Native Distribution
- 9. Three good practice principles 1. Provide prominent visual cues (eg brand logos, different design / font to editorial). 2. Use a reasonably visible label to demonstrate commercial arrangement is in place. 3. Ensure that the marketing communication adheres to the UK CAP Code.
- 10. Examples Discovery / recommendation unit In feed / In stream Video In feed / In stream
Editor's Notes
- This is the model that consumers use to process content Happens in a split second Relevance is pretty basic but it’s the thing that the consumers in the research keep coming back to. If its not relevant they are simply not going to read it. Value – 3 criteria – is it entertaining, informative or useful? The next video is about relevance……
- Enhance consumer confidence, be in a stronger regulatory position, reduce/minimise risk of complaints Logos need to be big enough and clear enough to spot Presence required legally but language used is less important to consumer Make it look different to non-commercial content