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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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TRENDS & INSIGHTS
INSIDENATIVEADVERTISING 2015
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
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
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
Native Mobile Ads
6XDELIVER
higher conversions for
brands versus
traditional banner ads.
*Rubicon Project, 7/14 www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
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
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
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
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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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
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
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
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
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
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
www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
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
www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
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