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The native opportunity:
What is the value for the publisher, advertiser & consumer
Stephanie)Himoff)
MD!UK!&!Ireland,!Outbrain! @Outbrain!
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Biggest Trend No One can Define Biggest Trend No One can Define
The native opportunity: What is the value for the publisher, - - PowerPoint PPT Presentation
The native opportunity: What is the value for the publisher, - - PowerPoint PPT Presentation
!! !! !! The native opportunity: What is the value for the publisher, advertiser & consumer Stephanie)Himoff) MD!UK!&!Ireland,!Outbrain! @Outbrain! !! !! Biggest Trend No One can Define Biggest Trend No One can Define !! !!
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What is native advertising
“Any!form!of!paid!or!sponsored!content!that! directly!contributes!to!the!experience!of!the! site!where!it!appears,!by!aligning!with!the! format,!context,!or!purpose!of!that!site.”!
(RYAN!SKINNER,!FORRESTER!RESEARCH)!! SLIDE 4
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3 FORMS OF NATIVE ADVERTISING
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- 1. SOCIAL
70%!of!total! naRve!spend!
(BI Intelligence, September 2014) SLIDE 6
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- 2. Publishers - Direct!
Content!produced!by!publisher! and!hosted!by!publisher!
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9 Travel Apps For Getting Around Like a Local! Intel iQ!- 3. Publishers – content recommendations !
Content!produced!by!marketer! and!hosted!on!brand!website!
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(HUBSHOUT,!2014)!content recommendations are the most trusted!
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MONTHLY UNIQUE USERS
GLOBALLY
561 million
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TOP DISTRIBUTION PARTNERS IN IRELAND
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MONTHLY PAGEVIEWS
UK & IRELAND
2.4 Billion
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Most publishers already have native offerings!
(MIXPO,!SEP!2014)!- 100%$of$
revenues$
- Hundreds$$of$
partners$
- 30%$of$revenues$
- 50$partners$
- 10%$of$revenues$
in$just$a$year$ $
- 10$partners$
53%))
- f!publishers!
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Win - win - win
Consumer Marketer Publisher
SLIDE 16
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publishers like it!
Highly)profitable)–)crea9on)+)distribu9on!
(POLAR,!FEB!2015)! SLIDE 17
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publishers like it!
Usually)long)term)ini9a9ves!
(POLAR,!FEB!2015)! SLIDE 18
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publishers like it!
DirectlyAsold)in)a)world)going)programma9c!
Non)programma9c!(directly]sold!by!publisher)! Programma9c)–)Direct!(e.g.!Outbrain)! Programma9c)–)RTB$(e.g.$Ad$networks,$Ad$exchanges)$
(EMARKETER,!JUNE!2013)! SLIDE 19
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publishers like it!
Higher)user)engagement!
vs.! vs.! vs.!
+31%)CTR)
(AOP,!2015)! SLIDE 20
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publishers like it!
Viable)mobile)mone9sa9on!
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- Content)crea9on:!high]quality!publisher!content!
- Content)distribu9on:!premium!non]intrusive!placements!]!
High!visibility!and!engagement!
- Content)measurement:!full!reporRng!on!audiences!and!
engagement!
- Authen9city)and!associaRon!with!the!publisher!brand!
Marketers like it
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consumers like it
14%!
DIDN’T!FIND!NATIVE!ADS!INTERESTING!
59%!
FIND!NATIVE!ADS!INTERESTING!
(AOP,!2015)! SLIDE 23
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70%
consumers like it!
- f!consumers!prefer!gefng!to!know!a!
company!through!content!vs.!ads! !
(CONTENT!PLUS,!2013)! SLIDE 24
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82%
consumers like it!
- f!consumers!like!reading!content!
from!brands!if!it’s!valuable! !
(CONTENT!MARKETING!ASSOCIATION,!2013)! SLIDE 25
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Best practices
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Make it relevant!
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VS.)
Make it Interesting!
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Think beyond the text!
visuals,!videos,!infographics,!animaRons,!etc.!
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Make engaging headlines!
(POLAR,!FEB!2015)! SLIDE 30
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IDG)BrandPost)
Leverage Publisher content units!
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VS.) VS.)
Make it transparent!
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Make it Authentic!
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Make it long-term!
(POLAR,!FEB!2015)! SLIDE 34
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Drive to action around the content!
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Combine native and display!
NaRve!arRcle!+!Display!
+48%)brand)liR)
NaRve!arRcle!
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Measure more than impressions!
- Content!views!
- Content!scroll!downs!
- Time!on!content!
- Pages!views!per!reader!
- Social!sharing!
- Brand!lih!effect!
- Demo!data!
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Web Social
Get it discovered across the web!
79%!of!publishers!use!paid! distribuRon!for!naRve!
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Get it discovered on all devices!
(POLAR,!FEB!2015)! SLIDE 39
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Mobile example
000!
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Examples of great native campaigns
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Fast company & virgin atlantic
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Wired & netflix
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Guardian & unilever
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Thank you!