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Lezione sul Native Advertising al Master and Skills SIDA presso la Facoltà di Economia dell'Università La Sapienza di Roma (UniRoma1). Prima parte: Cos'è il Native Advertising Seconda parte: Native Advertising in Italia (Multimag, Corriere della Sera, MSC / Fanpage.it / FORD) autore: Pasquale Borriello, account director di ArtAttack (agenzia creativa di Roma).
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NATIVE ADVERTISING13.05.2014
NATIVE ADVBANNER
NATIVE ADVERTISING CONTENUTO SPONSORIZZATO
RILEVANTE PER L’UTENTE NON INTRUSIVO
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Native Advertisingˈnātiv ˈadvərˌtīziNG
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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
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Risultati: compaiono al di sopra dei risultati organici e sono venduti a performance (click).
SEARCH
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Elenchi: compaiono nell’elenco degli altri prodo!i e linkano ad una pagina speciale dedicata.
Sharethrough - 2014
NATIVE ADVERTISING RECOMMENDATION
NATIVE ADVERTISING
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Recommendation Widget: è in un’area delimitata al di fuori del feed.
RECOMMENDATION
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ESEMPI SUI SITI NYTIMES
ESEMPI SUI SITI FORBES
ESEMPI SUI SITI BUZZFEED
COSA PENSATE DEL NATIVE ADV?
LO PROPORRESTE? SÌ/NO/PERCHÈ?
PUNTI DEBOLI DEL NATIVE ADV?
NATIVE ADVERTISING IN ITALIA13.05.2014
GRAZIE DELL’ATTENZIONE