Arabnet workshop

1. 1
Emerging
Media:
The Rise of
Video and Native
Renaissance

2. 2
The Rise of Video

3. Key facts on Youtube GCC3
70% of affluent population under 30 years
old
Highest mobile penetration in the
world. Over 60%
3x as many videos viewed per day as the
average US watcher
167 million views per day across Middle
East. 90 million originate from Saudi Arabia

4. 4
Youtube offers incremental reach over TV
Reference: Youtube Millard brown study

5. 5
Does it matter
for brands?

6. 6
Online Video is a mean
to express brand
promise and extend
content experience

7. Popular video content in the Arab World:
Humor & Emotional

8. 8
4 guiding principles
1. Don’t say what you are. Be what you are
2. How you engage your audience can help to
build your brand around its promise.
3. Capitalize on expanded brand license.
4. Advertising = Content.

9. 9
Don’t say what you are.
Be what you are.

10. Create a Customizable
AdventureYouTube Video
Sodimac and la casa eco

11. 11
How you engage your audience can
help to build your brand around its
promise.

12. Create a Customizable
AdventureYouTube Video

13. Create a Customizable
AdventureYouTube Video
Samsung Skip

14. 14
Capitalize on expanded brand
license.

15. Create a Customizable
AdventureYouTube Video
Evian Trailer

17. 17
Advertising = Content

18. Create a Customizable
AdventureYouTube Video
VW Masthead

19. 19

20. 20
Do brands only care about CPV?

21. 21
Recommended metrics to look at
Paid: Ensure content surfaces to the right audience
Owned: Express brand through compelling videos to create authentic, long-
term relationships with your audience
Earned: Tie paid to owned media. Measuring this earned effect will help
optimize for more impact

22. 22
Native
Renaissance

23. 23
“There is a renaissance underway in digital
advertising that is driving brands, publishers
and consumers to communicate with each
other in more personal and natural ways.
Native advertising is an important piece of
this evolution”
- Patrick Albano, Yahoo

24. 24
What is native advertising anyway
To a large extent, native is in the eye of
the beholder, depending on where one
sits in the ecosystem and the strategic
and media objectives of the marketer

25. feel native advertising
increases consumer
engagement
63%
of brands
Source: Stateofnativeadvertising.hexagram.com,, BIA/ Kelsey april 2013
Brands love native adverting
…. And consumers too

27. 27

28. Banners grew in size by 40%
New formats introduced
Clicks volume has been declining
CTR levels decreased by 87%
This is mainly caused by
BANNER BLINDNESS
& Mobile screen sizes
Display banner
Displaybanner
Display banner
Displaybanner
Display banner
Displaybanner
FALL OF CTR
2003 2014
year
The decline of banner advertising

29. Social media and birth of Native Ads
Logically, they seed Ads in people’s news feeds as well.
For publishers: Native Advertising is born
that can fall under Native category today.

30. 30
Clear definition of Native Advertising
Native advertising is a concept
encompassing both an aspiration as
well as a suite of ad products. It is
clear that most advertisers and
publishers aspire to deliver paid ads
that are so cohesive with the content,
assimilated into the design, and
consistent with the platform behavior
that the viewer simply feels
that they belong.

31. 1. Integrated
Embedded Content that respects the look and feel of the
site
2. Non-Intrusive
Respect the site user experience to trigger click
3. Transparent
Does not mislead the user. It is clearly identified as
sponsored
4. Affinity
Messages are contextualized in a quality environment
5. Story Driven
Entice the user interest organically for triggered response
Five key features of Native Ads

32. 32
Common types of Native Advertising
IAB identified the six main types
that can fall under Native category today.
Reference: THE NATIVE ADVERTISING PLAYBOOK

33. 33
In-Feed Units
Paid Search Units
Common types of Native Advertising

34. Recommendation Widgets
Promoted Listings
Common types of Native Advertising

35. In-Ad (IAB Standard) with Native Element Units
Custom /”Can’t Be Contained”
Common types of Native Advertising

36. Example: Gizmodo

37. Example: The Wall Street Journal

38. Example: Yahoo Native Solution
Advertising seamlessly
blended with Yahoo
Content

39. Example: Ad falcon mobile native ads

40. 40
Other examples online

41. THANK YOU
41