SUSAN BORST Deputy Director IAB US The Key to Native Advertising - - PowerPoint PPT Presentation

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SUSAN BORST Deputy Director IAB US The Key to Native Advertising - - PowerPoint PPT Presentation

Feb 26, 2023 349 likes •767 views

SUSAN BORST Deputy Director IAB US The Key to Native Advertising Success is Susan Borst Deputy Director, Mobile IAB USA Dstillery Mansueto Ventures AARP StartApp Vertebrae Dun & Bradstreet Mashable About.com StumbleUpon.com

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SUSAN BORST

Deputy Director IAB US

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Susan Borst Deputy Director, Mobile IAB USA

The Key to Native Advertising Success is…

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Native Advertising/ Content Committee

As of 12/3/16

AARP About.com Acquia AddThis AdGear Technologies, Inc. adMarketplace AdRoll AdsNative AdTaxi Networks ADVR ADVR Adyoulike Amazon American Express Publishing Amobee Anyclip AOL Autotrader BabyCenter Batanga Media Bazaarvoice Beachfront Media Bidtellect Bloomberg BuzzFeed BuzzFeed CBS Local Centro Collective Condé Nast Crain Communications Criteo DailyMail.com/Elite Daily DataXu Dell Inc. Demandbase DGital Media Digg Discovery Communications Dow Jones & Company (WSJ) Dstillery Dun & Bradstreet Eko Electronic Arts Emogi Epsilon Expedia Media Solutions EyeSee Facebook Flipboard Flite Forbes Media Foursquare FOX Networks Group Genesis Media GLO Gaming Gloto Corp. Google GroupM GumGum Hanley Wood Hearst Magazines Digital Media HookLogic IDG Communications IDG TechNetwork IGN Entertainment Imminent Digital InMobi Integral Ad Science IPONWEB Inc IronSource Jellyfish Online Marketing US Ltd. Jumpstart Automotive Media Jun Group Kargo Leaf Group Ltd. LinkedIn Live Nation LogoBar Enterprises Lonely Planet Lotame Mansueto Ventures Mashable Meredith Digital Merkle MGID Micro Cube Digital Limited Microsoft Advertising Mixpo Mixpo MODE Media MONSTER my6sense National Public Media Nativo NPR Outbrain PGA TOUR Pinterest Platform Inc POPSUGAR PowerLinks Media PubNative GmbH PulsePoint Pumpt Quixey Reuters RhythmOne Rodale Rubicon Project Salesforce Marketing Cloud Sensewhere Shareablee, Inc. Shareaholic Sharethrough Sizmek Skyhook Wireless Slate SmartBrief SnapChat Sovrn Spotify StartApp StumbleUpon.com Swoop Taboola Teads The Daily News The New York Times Company The Weather Company, an IBM Business Thomson Reuters ThoughtLeadr Time Inc. TripAdvisor TripleLift Tumblr Turner Broadcasting System Unilever Univision Unlockd Unruly US News & World Report Vertebrae Verve Mobile Viacom Vibrant Media viisights solutions Ltd. Vindico Virool Visible Measures VivaKi Washington Post Digital WebMD Yahoo Yieldmo YouTube Zefr Zergnet Zillow ZUMOBI Zynga

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Native Advertising 2017 What stays the same? What shifts? What’s new/emerging?

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@susanborst

A suiteof adproducts

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Deliver paid ads that are

  • so cohesive with the page content,
  • assimilated into the design, and
  • consistent with the platform behavior …

that the viewer simply feels that they belong.

@susanborst

  • IAB Native Advertising Playbook

The aspiration

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Focus on in-feed ads

@susanborst

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Native Advertising 2017 What Stays The Same?

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10 Image source: https://manifesto.co.uk/happy-tale-user-experience-design/

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Channel Specific Strategies

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FTC: Know the difference between Native guidance and Endorsement guidance in the USA

L&T paid Nylon for branded content, which Nylon then shared via social. 50 fashion bloggers paid to wear and promote dress and endorser agreement was not disclosed.

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Native Advertising 2017 What Shifts?

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Image Source survivide.tumblr.com

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Image: Sharethrough

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Native Advertising 2017 What’s New or Emerging?

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Key Focal Areas

  • Mobile
  • Video
  • Data

Opportunities

  • New platforms/ad formats
  • Measurement
  • Targeting

Watch-outs

  • Content quality
  • Content costs
  • Scalability
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Putting the consumer first is the key to native advertising success.

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Thank you. Grazie.