The Rise of Native Advertising: How In-Feed Ads Became the Standard for Mobile Content
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A history of native advertising and trends for 2017.
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The Rise of Native Advertising: How In-Feed Ads Became the Standard for Mobile Content
- 1. The Rise Of Native Ads How Native Advertising Became the Standard for the Mobile Era Tom Thacher VP at Sharethrough tthacher@sharethrough.com
- 2. RISE OF NATIVE ADVERTISING There were years and years of terrible ads…
- 4. RISE OF NATIVE ADVERTISING Initially, Social Media Wasn’t Exactly A Well- Lit Place For Advertisers…
- 5. RISE OF NATIVE ADVERTISING
- 6. RISE OF NATIVE ADVERTISING Then Facebook Happened And Feeds Were Born. 032006
- 7. RISE OF NATIVE ADVERTISING 032008 And Even Had The Same Old Ads For A While. But Columns and Clutter Aren’t Well Suited for Small Screens.
- 8. RISE OF NATIVE ADVERTISING 032009 So They Made The Feed a Single Stream of Content (Initially with no ads but a lot of extra white space)
- 9. RISE OF NATIVE ADVERTISING 032010 And They Sold Lots and Lots of Ads. ($1.8B in 2010) All of Which Were Ads That Fit In.
- 10. RISE OF NATIVE ADVERTISING 032010 Twitter Passes 50M Users and Sells First Ads. Biz Stone Says the Ads are Just “Ordinary Tweets.” (ads that fit in)
- 11. RISE OF NATIVE ADVERTISING 032011 The Term “Native” Was Coined to Describe This New Monetization Paradigm
- 12. Native Became the Predominant Ad Strategy for Social Feeds RISE OF NATIVE ADVERTISING
- 13. $0 $3,500,000,000 $7,000,000,000 $10,500,000,000 $14,000,000,000 2009 2010 2011 2012 2013 2014 Facebook Revenue All Magazines Digital Revenue 032010-14 Feeds and Native Monetization Took The Ad World By Storm RISE OF NATIVE ADVERTISING Facebook Revenue vs. Magazine Digital Revenue $14B $10B $7B $3.5B
- 14. $0 $3,500,000,000 $7,000,000,000 $10,500,000,000 $14,000,000,000 2009 2010 2011 2012 2013 2014 Facebook Time Inc News Corp 032010-14 RISE OF NATIVE ADVERTISING Feeds and Native Monetization Took The Ad World By Storm Total Revenue Comparison $14B $10B $7B $3.5B
- 15. RISE OF NATIVE ADVERTISING 032012 Some Publishers Begin To Sell Brand-Created Sponsored Story Ads (some in-feeds)
- 16. RISE OF NATIVE ADVERTISING 032013+ Gradually, Content Publishers Move To Feed-Based Design and Native Monetization
- 17. RISE OF NATIVE ADVERTISING
- 18. RISE OF NATIVE ADVERTISING
- 19. RISE OF NATIVE ADVERTISING Today, Millennials Consume Almost All Their Content In Feeds 0% 25% 50% 75% 100% Browsing a Social or Content Feed Search Shared (directly via email, text) 2% 8% 91% Source: Sharethrough Native Advertising Perception & Attitudes 2016
- 20. RISE OF NATIVE ADVERTISING BUSINESS INSIDER, 2015 Brands and Publishers Are Shifting to Feeds Native Advertising Will Be A $4.7B+ Market For Content Publishers This Year 032016
- 21. Publishers Now Prioritizing Their In- Feed Inventory Adoption of Native SSPs and Standardization of Native Units is Increasing the Prominence of Native Placements RISE OF NATIVE ADVERTISING
- 22. RISE OF NATIVE ADVERTISING $ 2011 Publisher-Sold Sponsored Content Programs 2013 Native Click-To-Play Video on Social and Content Sites 2015 Native Instant-Play Video Becoming A Standard Ad Format 2017 Open RTB For Display, Video and Cards/Articles 2012 Sponsored Stories, Posts & Updates on Most Social Media Platforms 2014 Publishers & Platforms Introduce Native Content Cards & Instant Articles 2016 The OpenRTB 2.3 specification provides support for native ads & Native Display Native Evolution: Beyond Sponsored Content 2017: Any Creative Type. Any Media Strategy. Any Buying Format.
- 23. RISE OF NATIVE ADVERTISING Promise of Native Ads Will Be Fulfilled in 2017. The best modern ad tech on the best environments for advertisers. On Trusted Publishers Advertisers Have Always Loved Modern Native Ad Products Delivered Programmatically Via Modern Ad Tech
- 24. Trends In Native Ads Heading into 2017 Programmatic and Video Will Fuel Native Growth in 2017 Ushering in The Native Video Era The Rise of Native Programmatic Native Starts Eating Display 1 2 3
- 25. 50% 76% 75% 90% 100% More Than Half Of Videos Now Consumed in Mobile Feeds Video Consumption Habits Are Ushering In The Post-Preroll Era RISE OF NATIVE ADVERTISING
- 26. RISE OF NATIVE ADVERTISING Native Video (In-feed + Autoplay) Is Now The Expected Experience Source: Sharethrough Native Advertising Perception & Attitudes, 2016, Sources: Twitter, June 2015 of Millennials Find Autoplay Videos Convenient 79% of Millennials Read Headlines While Watching Silent Autoplay Videos 70% Lift in brand recall for instant play versus other video formats +14%
- 27. PRESENTATION NAME - XX/XX Video Is The Fastest Growing Native Ad Format Percent Of Ad Impressions From Video 56%29% 59% 100%
- 28. Source: Sharethrough Platform Data, Q1 2016 Bran dVideos Branded EditorialTV Spots Promoted Press Im ages Ot her 56% TV And Pre-Roll Creative Driving Surge in Native Video Demand RISE OF NATIVE ADVERTISING
- 29. ADVERTISER PUBLISHERDSPAGENCY TRADING DESKS NATIVE SSPS PERFORMANCE BUYERS 2017: Programmatic Native Ecosystem Complete Programmatic Buying and Ad Ops Will Mirror Display & Pre-Roll RISE OF NATIVE ADVERTISING
- 30. RISE OF NATIVE ADVERTISING +800% More than 2,100 Exchange Buyers in 2016: 800% YoY growth 261 2,139 0 2 4 6 8 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Buyers On The Sharethrough Exchange 261 2,139 2,500 1,500 1,000 500 Demand: DSP Buyers Bringing Exponential Demand To Exchange Source: Sharethrough Platform Data, Q3 2016
- 31. +380% YoY growth in publishers live on the Sharethrough Exchange RISE OF NATIVE ADVERTISING Supply: Publisher SSP Adoption Increasing Supply and Ease-of- Buying 500 288 1,092 1,000 750 500 1,200 0 4.5 9 13.5 18 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Unique Sites & Apps On Sharethrough ExchangeSource: Sharethrough Platform Data, Q3 2016
- 32. RISE OF NATIVE ADVERTISING Display Budgets Are Shifting To Native Open RTB has opened up native to trade desks and other performance buyers 0% 25% 50% 75% 100% Mobile Video Native Social Display 25% 45% 50%51% 60% Digital Advertising Spend Growth Rates 2015 Source: IAB 2015
- 33. Native Display Ads Receive Twice As Much Visual Attention As Banners Out of Feed Banner In-Feed Banner Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015 and 2013 IPG Media Labs Brand Study Native In-feed 2X MORE visual focus than banners and are read in the same way as editorial RISE OF NATIVE ADVERTISING
- 34. Source: Sharethrough Platform Data, Q2 2016; IPG Media Labs and Sharethrough: Exploring The Effectiveness of Native Ads RISE OF NATIVE ADVERTISING 10X HIGHER Because native display ads are always viewable and fit in; CTRs are up to 10x higher than display ads 18% LIFT Reading headlines improves quality of clicks; resulting in a lift in an 18 % lift in purchase intent compared to non-native display + Headlines Are The New Tagline Programmatic Buying Enabling Display 2.0
- 35. RISE OF NATIVE ADVERTISING All 50 of the Ad Age 50 Top Brands Use Sharethrough 200+ Employees 10 Offices in the US, Canada, the UK, and Japan Founding Chair, IAB Native Advertising Committee 196 Million US Uniques 76% US Reach
- 36. NATIVE IN-FEED ADVERTISING Thank You Tom Thacher, VP at Sharethrough tthacher@sharethrough.com