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SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
Facts about Adblock Users
There are about 144 million active adblock users around the world.
Adblock usage grew by nearly 70% between June 2013 – June 2014.
Growth is driven by Google Chrome, on which adblock
penetration nearly doubled between June 2013 – June 2014.
Adblock usage varies by country. In some countries nearly one
quarter of the online population has it installed.
Adblock usage is driven by young internet users. 41% of 18-29 year
olds polled said they use adblock.
67% of adblockers expressed some willingness to view text and
still image ads.
The majority of adblock users reject only distracting (animations, sounds)
or intrusive (popover, interstitial, non-skippable video) ads.
Adblocking user attitudes to different ad formats
About Display Advertising
The typical Internet user is served 1,707 banner ads per month. (Comscore)
An estimated 31% of ad impressions can’t be viewed by users. (Comscore)
8 percent of Internet users account for 85 percent of clicks. (Comscore)
You’re more likely to survive a plane crash than click a banner ad. (Solve
What is Native Advertising?
Native advertising is a form of paid media where the
ad experience follows the natural form and function
of the user experience in which it is placed.
Types of Native Ads
Native Ad Samples
Facts about Native Ads
$4.3 billion on native advertising in 2015, a 34% increase from 2014.
Expected to reach $8.8 billion by 2018. ( eMarketer)
Native advertising, also called sponsored content, advertorials, or
infomercials, isn’t a new concept. Newspaper advertorials are a much
older form of this practice, where advertising is dressed up to look like
editorial content and placed in publications.
Still around 5% of the overall ad budgets
Why go for Native Ads?
IPG Media Lab to complete the industry’s first native ad effectiveness study using both eye-tracking and survey-based techniques
The Association of Online Publishers (AOP)
Major Barriers for Native Advertising
OpenRTB Dynamic Native Ads API Specification Version 1,
released February 2015
What is Content Marketing?
According to The Content Marketing Institute, “basically, content
marketing is the art of communicating with your customers and
prospects without selling.”
Push Social sums content marketing up with this rather pithy
definition: “Storytelling for sales.”
Differences between Content Marketing and Native
Native advertising: The content may appear to provide value, but
that goal is secondary to selling a product or service. Often the
advertorial may try to solve a problem that conveniently involves
buying the brand’s product or service. However, the content of native
advertising generally does not have inherent value without the reader
buying a product or service.
Content marketing: Here, the goal is to build trust over the long term
by providing relevant, useful information. Ultimately, the hope is that
content marketing will help generate sales or sales leads but that’s part
of a longer sales funnel. Sales are not expected solely as a result of one
content marketing piece. Content marketing provides value to readers
that’s independent of them buying a product or service. The content is
valuable in itself.
Differences between Content Marketing and Native
Native advertising: Sometimes, native ads take a pushy and salesy
tone or they may have a friendly tone
Content marketing: Effective content marketing takes a
knowledgeable, yet authentic tone that doesn’t try to pressure the
reader to buy. Instead, it acknowledges the reader’s challenges or pain
points and offers actionable tips or solutions. Even if those solutions
don’t involve the brand’s product or service (in fact, it’s better if they
don’t because then it feels more genuine and less self-interested), the
goal is to engage with the reader and build rapport.
Optimization by fully automatic
algorithm on eCPM
eCPM = Clickrate x Price x 10
Delivery respectively eCPM is dependant
Price (CPC, CPL)
Performance of the campaign (Clickrate,
Competition in the network
Assessment of every placement
In case of 2 campaigns with the same
price, the one with the higher price will
Increasement of delivery of a campaign
with bad clickrate via pricing
coupled with many years of expertise
Our formula for success