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The native opportunity: What is the value for the publisher, - PowerPoint PPT Presentation

Feb 11, 2023 •39 likes •489 views

!! !! !! 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 !! !!

  1. !! !! !! The native opportunity: What is the value for the publisher, advertiser & consumer Stephanie)Himoff) MD!UK!&!Ireland,!Outbrain! @Outbrain!

  2. !! !! Biggest Trend No One can Define Biggest Trend No One can Define

  3. !! !! 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)!!

  4. !! !! 3 FORMS OF NATIVE ADVERTISING

  5. !! !! 1. SOCIAL 70%!of!total! naRve!spend! (BI Intelligence, September 2014)

  6. !! !! 2. Publishers - Direct ! Content!produced!by!publisher! and!hosted!by!publisher!

  7. !! !! 3. Publishers – content recommendations ! Content!produced!by!marketer! and!hosted!on!brand!website! 9 Travel Apps For Getting Around Like a Local ! Intel iQ !

  8. !! !! content recommendations are the most trusted ! (HUBSHOUT,!2014)!

  9. !! !!

  10. !! !!

  11. !! !! 561 million MONTHLY UNIQUE USERS GLOBALLY

  12. !! !! TOP DISTRIBUTION PARTNERS IN IRELAND

  13. !! !! 2.4 Billion MONTHLY PAGEVIEWS UK & IRELAND

  14. !! !! Most publishers already have native offerings ! • 100%$of$ revenues$ 53%)) • Hundreds$$of$ partners$ • 30%$of$revenues$ of!publishers! • 50$partners$ • 10%$of$revenues$ in$just$a$year$ $ • 10$partners$ (MIXPO,!SEP!2014)!

  15. !! !! Win - win - win Publisher Marketer Consumer

  16. !! !! publishers like it ! Highly)profitable)–)crea9on)+)distribu9on ! (POLAR,!FEB!2015)!

  17. !! !! publishers like it ! Usually)long)term)ini9a9ves ! (POLAR,!FEB!2015)!

  18. !! !! 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)!

  19. !! !! publishers like it ! Higher)user)engagement ! +31%)CTR) vs.! vs.! vs.! (AOP,!2015)!

  20. !! !! publishers like it ! Viable)mobile)mone9sa9on !

  21. !! !! Marketers like it • 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!

  22. !! !! consumers like it 59%! 14%! DIDN’T!FIND!NATIVE!ADS!INTERESTING ! FIND!NATIVE!ADS!INTERESTING! (AOP,!2015)!

  23. !! !! consumers like it ! 70% of!consumers!prefer!gefng!to!know!a! company!through!content!vs.!ads! ! (CONTENT!PLUS,!2013)!

  24. !! !! consumers like it ! 82% of!consumers!like!reading!content! from!brands!if!it’s!valuable! ! (CONTENT!MARKETING!ASSOCIATION,!2013)!

  25. !! !! Best practices

  26. !! !! Make it relevant !

  27. !! !! Make it Interesting ! VS.)

  28. !! !! Think beyond the text ! visuals,!videos,!infographics,!animaRons,!etc.!

  29. !! !! Make engaging headlines ! (POLAR,!FEB!2015)!

  30. !! !! Leverage Publisher content units ! LABS) IDG)BrandPost)

  31. !! !! Make it transparent ! VS.) VS.)

  32. !! !! Make it Authentic !

  33. !! !! Make it long-term ! (POLAR,!FEB!2015)!

  34. !! !! Drive to action around the content !

  35. !! !! Combine native and display ! NaRve!arRcle!+!Display! NaRve!arRcle! +48%)brand)liR)

  36. !! !! Measure more than impressions ! • Content!views! • Content!scroll!downs! • Time!on!content! • Pages!views!per!reader! • Social!sharing! • Brand!lih!effect! • Demo!data! (POLAR,!FEB!2015)!

  37. !! !! Get it discovered across the web ! Social 79%!of!publishers!use!paid! distribuRon!for!naRve! Web

  38. !! !! Get it discovered on all devices ! (POLAR,!FEB!2015)!

  39. !! !! Mobile example 000!

  40. !! !! Examples of great native campaigns

  41. !! !! Fast company & virgin atlantic

  42. !! !! Wired & netflix

  43. !! !! Guardian & unilever

  44. !! !! !! !!

  45. !! !! Thank you!

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