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NATIVE ADVERTISING05.04.2015
NATIVE ADVBANNER
NATIVE ADVERTISING CONTENUTO SPONSORIZZATO
RILEVANTE PER L’UTENTE NON INTRUSIVO
References
This Infographic Explains What Native Advertising Is.
Is Your So-Called 'Native' Advertising Really Native?
IAB Native Advertising Playbook.
IAB UK Guidelines to provide greater transparency in Native Digital Advertising.
Native Advertisingˈnātiv ˈadvərˌtīziNG
Native advertising è una forma di advertising online che assume l'aspe!o dei contenuti del sito sul quale è ospitata, cercando di generare interesse negli utenti. L'obie!ivo è riprodurre l'esperienza utente del contesto in cui è posizionata, sia nell'aspe!o che nel contenuto.
Nello specifico, il Native Advertising è un metodo pubblicitario contestuale che ibrida contenuti e annunci pubblicitari all'interno del contesto editoriale dove essi vengono posizionati (sia dal punto di vista grafico sia dal punto di vista della linea editoriale), indicando chiaramente chi è l'inserzionista che 'sponsorizza' tale contenuto.
Youtube: TruView Twi!er: Promoted Tweet Facebook: Promoted Post
NATIVE ADVERTISING ESEMPI SUI SOCIAL
FUNZIONALITÀ
FORMA Ha l’aspe!o del contenuto del sito ospitante.
L’esperienza utente è la stessa del resto del sito.
Sharethrough - 2014
NATIVE ADVERTISING CARATTERISTICHE
Le principali properties online già utilizzano il Native Advertising
LA SVOLTA IL FEED
(NATIVE ADV)
LA SVOLTA IL FEED
(NATIVE ADV)
2012 2013
WORDING
(NATIVE ADV)
NATIVE ADVERTISING
Pubblicità/AdvertisingPromosso da
SponsorizzatoSponsorizzato da
Presentato daIn collaborazione con
Contenuto sponsorizzatoSuggerito da
Sharethrough - 2014
FEED HISTORY
NATIVE ADVERTISING ALTRI ESEMPI
NATIVE ADVERTISING ALTRI ESEMPI
NATIVE ADVERTISING ALTRI ESEMPI
0
This paper provides the industry with a framework for thinking about and discussing current native advertising options with the goal of eliminating marketplace confusion and thereby helping sellers sell and buyers buy. Importantly, it also provides Recommended Industry Guidance for Advertising Disclosure and Transparency for ad units most often described as ‘native.’
This will serve as the basis for future IAB initiatives in the native advertising space to provide greater clarity to the market. Anchoring this initiative will be a series of IAB industry workshops in 2014 focusing on the most pressing aspects of the native advertising ecosystem.
December 4, 2013
THE NATIVE ADVERTISING PLAYBOOK SIX NATIVE AD CATEGORIES, SIX MARKETPLACE CONSIDERATIONS, AND IAB RECOMMENDED DISCLOSURE PRINCIPLES
IABIL FRAMEWORK
5
4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS
When evaluating native advertising options, marketers should ask six core questions to ensure that a unit will meet the brand’s objectives:
FORM – How does the ad fit with the overall page design? Is it in the viewer’s activity stream or not in-stream?
FUNCTION– Does the ad function like the other elements on the page in which it is placed? Does it deliver the same type of content experience, e.g., a video on a video page or story among stories, or is it different?
INTEGRATION – How well do the ad unit’s behaviors match those of the surrounding content? Are they the same, e.g., linking to an on-site story page, or are new ones introduced?
BUYING & TARGETING– Is the ad placement guaranteed on a specific page, section, or site, or will it be delivered across a network of sites? What type of targeting is available?
MEASUREMENT – What metrics are typically used to judge success? Are marketers more likely to use top-of-the-funnel brand engagement metrics (e.g., views, likes, shares, time spent) or bottom funnel ones (e.g., sale, download, data capture, register, etc.?)
DISCLOSURE – Is the disclosure clear and prominent?
FORMAFUNZIONALITÀ
5
4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS
When evaluating native advertising options, marketers should ask six core questions to ensure that a unit will meet the brand’s objectives:
FORM – How does the ad fit with the overall page design? Is it in the viewer’s activity stream or not in-stream?
FUNCTION– Does the ad function like the other elements on the page in which it is placed? Does it deliver the same type of content experience, e.g., a video on a video page or story among stories, or is it different?
INTEGRATION – How well do the ad unit’s behaviors match those of the surrounding content? Are they the same, e.g., linking to an on-site story page, or are new ones introduced?
BUYING & TARGETING– Is the ad placement guaranteed on a specific page, section, or site, or will it be delivered across a network of sites? What type of targeting is available?
MEASUREMENT – What metrics are typically used to judge success? Are marketers more likely to use top-of-the-funnel brand engagement metrics (e.g., views, likes, shares, time spent) or bottom funnel ones (e.g., sale, download, data capture, register, etc.?)
DISCLOSURE – Is the disclosure clear and prominent?
INTEGRAZIONE
5
4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS
When evaluating native advertising options, marketers should ask six core questions to ensure that a unit will meet the brand’s objectives:
FORM – How does the ad fit with the overall page design? Is it in the viewer’s activity stream or not in-stream?
FUNCTION– Does the ad function like the other elements on the page in which it is placed? Does it deliver the same type of content experience, e.g., a video on a video page or story among stories, or is it different?
INTEGRATION – How well do the ad unit’s behaviors match those of the surrounding content? Are they the same, e.g., linking to an on-site story page, or are new ones introduced?
BUYING & TARGETING– Is the ad placement guaranteed on a specific page, section, or site, or will it be delivered across a network of sites? What type of targeting is available?
MEASUREMENT – What metrics are typically used to judge success? Are marketers more likely to use top-of-the-funnel brand engagement metrics (e.g., views, likes, shares, time spent) or bottom funnel ones (e.g., sale, download, data capture, register, etc.?)
DISCLOSURE – Is the disclosure clear and prominent?
TARGETING
5
4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS
When evaluating native advertising options, marketers should ask six core questions to ensure that a unit will meet the brand’s objectives:
FORM – How does the ad fit with the overall page design? Is it in the viewer’s activity stream or not in-stream?
FUNCTION– Does the ad function like the other elements on the page in which it is placed? Does it deliver the same type of content experience, e.g., a video on a video page or story among stories, or is it different?
INTEGRATION – How well do the ad unit’s behaviors match those of the surrounding content? Are they the same, e.g., linking to an on-site story page, or are new ones introduced?
BUYING & TARGETING– Is the ad placement guaranteed on a specific page, section, or site, or will it be delivered across a network of sites? What type of targeting is available?
MEASUREMENT – What metrics are typically used to judge success? Are marketers more likely to use top-of-the-funnel brand engagement metrics (e.g., views, likes, shares, time spent) or bottom funnel ones (e.g., sale, download, data capture, register, etc.?)
DISCLOSURE – Is the disclosure clear and prominent?
MISURAZIONE
5
4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS
When evaluating native advertising options, marketers should ask six core questions to ensure that a unit will meet the brand’s objectives:
FORM – How does the ad fit with the overall page design? Is it in the viewer’s activity stream or not in-stream?
FUNCTION– Does the ad function like the other elements on the page in which it is placed? Does it deliver the same type of content experience, e.g., a video on a video page or story among stories, or is it different?
INTEGRATION – How well do the ad unit’s behaviors match those of the surrounding content? Are they the same, e.g., linking to an on-site story page, or are new ones introduced?
BUYING & TARGETING– Is the ad placement guaranteed on a specific page, section, or site, or will it be delivered across a network of sites? What type of targeting is available?
MEASUREMENT – What metrics are typically used to judge success? Are marketers more likely to use top-of-the-funnel brand engagement metrics (e.g., views, likes, shares, time spent) or bottom funnel ones (e.g., sale, download, data capture, register, etc.?)
DISCLOSURE – Is the disclosure clear and prominent?
DISCLOSURE L’INDICAZIONE È CHIARA?
Sharethrough - 2014
NATIVE ADVERTISING IN FEED
NATIVE ADVERTISING IN FEED
Endemic in-feed: è nel feed e punta ad una pagina-post.
Linked In-feed: è nel feed e punta ad una pagina esterna al sito.
In-feed: è nel feed e non punta ad altre pagine.
Sharethrough - 2014
NATIVE ADVERTISING SEARCH
NATIVE ADVERTISING
Risultati: compaiono al di sopra dei risultati organici e sono venduti a performance (click).
SEARCH
Elenchi: compaiono nell’elenco degli altri prodo!i e linkano ad una pagina speciale dedicata.
Sharethrough - 2014
NATIVE ADVERTISING RECOMMENDATION
NATIVE ADVERTISING
Recommendation Widget: è in un’area delimitata al di fuori del feed.
RECOMMENDATION
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Sharethrough - 2014
NATIVE ADVERTISING CUSTOM
Content & Nat ive Disc losure Guidance Phase 1: Native Distr ibut ion Formats Publ ished February 2015 IAB UK in partnership with AOP, CMA and ISBA In troduct ion This document outlines good practice in relation to the disclosure of advertising and marketing communications for native distribution formats online. The objective is to set out clear and practical steps to help brand owners, publishers and marketing practitioners provide transparency to consumers engaging with different forms of native distribution formats online in compliance with the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) and the Consumer Protection from Unfair Trading Regulations 2008 (CPRs). What is in scope? The industry’s understanding of what constitutes a ‘native format’ has to be understood in the context of the wider content marketing and native advertising industry. These particular features of the digital advertising industry include a range of different products and services, which vary by company, platform and channel. It is also an advertising format that is evolving rapidly, and as such we expect this guidance to develop in line with the industry. In order to better understand them, the IAB’s Content Marketing and Native Advertising Council has produced a ‘Definitions Framework’ which categorizes the industry into three succinct areas: Paid for Content, Advertising and Native Distribution Formats. A full version of the Definitions Framework can be found in Annex A. This Definitions Framework should help readers understand what we do and do not consider to be a ‘Native Distribution Format’ and how these relate to other marketing formats. IAB envisages the guidance evolving over time. This document outlines “Phase I” of the guidance which is limited to the final column. This covers what the industry generally considers to constitute Native Distribution Formats. Illustrated examples of suggested good practice are represented in Annex B. As this industry continues to develop, please also refer to the IAB’s thought leadership series, which talks about how the content marketing and native advertising industry is evolving: www.iabuk.net/content-native IAB is committed to keeping the guidance under review and adding to it where necessary. In the next phase, the Native Advertising and Content Marketing Council will look at online advertorial and sponsored content production and what good practice in print media might be relevant to digital and whether new guidance may be necessary. The regulatory f ramework apply ing to nat ive d is tr ibut ion forms of advert is ing The CAP Code – the advertising industry’s mandatory code for non-broadcast marketing communications, independently administered and enforced by the Advertising Standards Authority (ASA) – states: (rule 2.1) Marketing communications must be obviously identifiable as such; and
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ESEMPI SUI SITI NYTIMES
ESEMPI SUI SITI FORBES
ESEMPI SUI SITI BUZZFEED
NATIVE ADVERTISING IN ITALIA05.04.2015
