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TRENDS & INSIGHTS INSIDE NATIVE ADVERTISING 2015

2015 State of Native Advertising - Trends and Best Practices

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Native advertising is no longer a buzzword for a flashy new form of digital advertising. If recent revenue forecasts are correct, it looks like native advertising will become a sound investment. The 2015 State of Native Advertising provides a snapshot of marketing, advertising and consumer trends as it relates to the growth and use of native advertising in 2015 and beyond.

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Page 1: 2015 State of Native Advertising - Trends and Best Practices

TRENDS & INSIGHTS

INSIDENATIVEADVERTISING 2015

Page 2: 2015 State of Native Advertising - Trends and Best Practices

Newspapers/Magazines Radio Online Via Desktop Watching TV Using Mobile Device

2.9

2.3

1.61.5

0.43

MOBILE REPRESENTS 35% OF TOTAL DAILY MEDIA CONSUMPTION

Hours Spent Per Day

*Source

M O B I L E M E D I A C O N S U M P T I O N I S S U R G I N G

www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

Page 3: 2015 State of Native Advertising - Trends and Best Practices

consumers not only dislike mobile ads, they consider them “unacceptable.”

*Harvard Business Review, 6/14

B U T T R A D I T I O N A L B A N N E R S D O N ’ T

W O R K O N M O B I L E

4 out of 5

www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

Page 4: 2015 State of Native Advertising - Trends and Best Practices

85%of mobile users are “visually engaged” with native ads presented in the stream of content

2Xmore likely to say that they don’t care if content is an ad, as long as it is engaging

*Yahoo Research, 10/14

C O N S U M E R S W A N T B E T T E R E X P E R I E N C E S

F R O M B R A N D S

www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

Page 5: 2015 State of Native Advertising - Trends and Best Practices

Native Mobile Ads

6XDELIVER

higher conversions for

brands versus

traditional banner ads.

*Rubicon Project, 7/14 www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

Page 6: 2015 State of Native Advertising - Trends and Best Practices

S P E N D I N G O N N A T I V E W I L L

O U T P A C E D I S P L A Y

$0

$4

$7

$11

$14

2013 2014 2015 2016 2017 2018

$5.7$3.9$2.7

$1.9

$1.3$1.0

$6.4$6.5$6.1$5.8$5.3$5.2

TraditionalNative

Native vs. Display Advertising Spend (Desktop & Mobile)

42% CAGR for Native

Ads

*Business Insider Intelligence estimates, Internet Advertising Bureau www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

Page 7: 2015 State of Native Advertising - Trends and Best Practices

0.14

0.28

0.42

0.56

0.7

1 2 3 4 5

0%4%

26%

61%

7%

M A R K E T E R S A G R E E N A T I V E I S V A L U A B L E & E F F E C T I V E

Least Valuable

Most Valuable

How Valuable is Native Advertising Compared to Other Forms of Advertising?

www.triplelift.com | Follow us on Twitter: @TripleLiftHQ*2014 Perceptions on The State of Native, TripleLift & The Industry Index, 6/14

Page 8: 2015 State of Native Advertising - Trends and Best Practices

www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

2013 2014 2015 2016 2017 2018

$11.9

$10.7

$9.2

$7.5

$5.6

$2.9

$3.4

$2.7

$2.0$1.3

$1.0$0.8$5.7

$3.9$2.7$1.9$1.3$1.0

Native DisplaySponsorshipSocial

Native Advertising Spend (Desktop & Mobile)

A L L F O R M S O F N A T I V E W I L L S E E M A S S I V E G R O W T H

*Business Insider Intelligence estimates, Internet Advertising Bureau

Native display, the ads served in-feed across sites, will top $5.7 billion in 2018, up more than five- fold from $1 billion in 2013, a five-year CAGR of 42%.

www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

Page 9: 2015 State of Native Advertising - Trends and Best Practices

T H E M A N Y F L A V O R S O F N A T I V E

SOCIAL SPONSORSHIP NATIVE DISPLAY

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Page 10: 2015 State of Native Advertising - Trends and Best Practices

Conducted by the IAB with Edelman Berland, this scientific study on native advertising surveyed over 5,000 consumers and found that in-feed, sponsored content was more appealing and less

intrusive than any other major paid media format.A

PPEA

LIN

G /

INTE

REST

ING

Most Appealing Forms of Online Advertising

In-Feed Sponsored Content

Video Ads

Expandable Ads Banner Ads

Pop Up Ads

ANNOYING / INTRUSIVE

more

less

lessmore

W H Y I N - F E E D , N A T I V E D I S P L A Y ?

*Business Insider Intelligence estimates, Internet Advertising Bureau www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

Page 11: 2015 State of Native Advertising - Trends and Best Practices

Sticky is… !• Real eye tracking with real people • Visual measurement using webcams • Leveraged by Fortune 500 companies

N A T I V E I N S I G H T

51% the amount of ads that are actually seen

www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

TRIPLELIFT STUDIED REAL CAMPAIGNS TO UNDERSTAND HOW NATIVE ADS ARE SEEN VS. DISPLAY ADS

Page 12: 2015 State of Native Advertising - Trends and Best Practices

C O N S U M E R S P A Y A T T E N T I O N T O I N - F E E D ,

N A T I V E A D S M O R E T H A N B A N N E R S

46%

81% 88%

Leaderboard Skyscraper In-Feed Native Ad

PERCENT SEEN

TIME SEEN

0.7

1.2

2.2

Leaderboard Skyscraper In-Feed Native Ad

NATIVE AD EYE TRACKING STUDY

*Sticky Eye Tracking Study of TripleLift Native Ad www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

Page 13: 2015 State of Native Advertising - Trends and Best Practices

F O R N A T I V E , I M A G E S S P E A K F O R T H E M S E L V E S

80%

20%

WHICH DO YOU BELIEVE HAS THE BIGGEST EFFECT ON

ENGAGEMENT?

AN AD’S COPY

AN AD’S IMAGE 18%

82%

TEXT IMAGES

DO YOU SEE MORE SOCIAL SHARING WITH IMAGE, OR TEXT-BASED NATIVE?

70%

30%

WHICH OF THE FOLLOWING WORKS BEST ACROSS ALL SCREENS?

70%

IMAGES

30%TEXT

www.triplelift.com | Follow us on Twitter: @TripleLiftHQ*Digiday Agency Camp Survey, 6/14

Page 14: 2015 State of Native Advertising - Trends and Best Practices

times faster than text *

The brain can process images in 13 milliseconds

Images are processed 600,000

*

90% of the information sent to the brain is visual *

T H E P O W E R O F I M A G E S

*3M Consumer Study, 9/13 www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

Page 15: 2015 State of Native Advertising - Trends and Best Practices

PRODUCTS Use products set in real environments vs.

products pictured alone

PEOPLE Use real life people in natural environments

vs. models in posed, studio environments

COPY Keep the headline under 150 characters and

the caption under 300 characters

K E E P T H E S E 3 S I M P L E T I P S I N M I N D W H E N

U S I N G I M A G E S I N N A T I V E

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Page 16: 2015 State of Native Advertising - Trends and Best Practices

CON

TEN

T

SHARE WORTHY

VALUABLE

TRANSPARENT

DISTRIBU

TION

TARGETED

RELEVANT

K E Y E L E M E N T S O F A N E F F E C T I V E N A T I V E A D S T R A T E G Y

Leverage engaging images to accentuate the brand message

Offer helpful or insightful messaging that resonates with consumers

Provide a clear value proposition and identify message is an ad

Reach an audience that shares an area of interest with the brand

Bring utility, entertainment, or information to the site experience

INTEGRATEDEnsure message matches the look and feel of the content on the site

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Page 17: 2015 State of Native Advertising - Trends and Best Practices

K E Y T A K E - A W A Y S

MOBILE FIRST Consumers are surfing, shopping, and sharing on mobile in record numbers

BETTER EXPERIENCES Consumers engage with native ads on mobile and don’t mind ads if they are appealing

TREMENDOUS GROWTH Spending on native continues to rise and will eventually surpass traditional display

EFFECTIVE FOR MARKETERS + CONSUMERS Consumers find in-feed native display more appealing and marketers agree it is a valuable form of advertising

IMAGES SPEAK VOLUMES Image-based ads are more interesting for consumers, and more effective for marketers

www.triplelift.com | Follow us on Twitter: @TripleLiftHQ