Brandstories

NATIVELANDSCAPE

RECENT REPORTS STATE THAT THE US NATIVE ADVERTISING SPEND IS SET FOR

COMPOUNDANNUALGROWTHRATE(CAGR)

A N D R E A C H

IN 2018

B E T W E E N

2 0 1 3 - 2 0 1 8

BILLIO

N

EXPECTED GROWTH

EXPECTED GROWTH

$0

$5

$10

$15

$20

$25

SocialSponsorshipNative-Style Display

201820172016201520142013

NATIVE ADVERTISING REVENUE (US)DESKTOP & MOBILE

BIL

LIO

NS

BI INTELLIGENCE

$1.0$0.8

$2.9

$1.3$1.0

$5.6

$1.9

$1.3

$7.5

$2.7

$2.0

$9.2

$3.9

$2.7

$10.7

$5.7

$3.4

$11.9

*Source: BI Intelligence estimates, Interactive Advertising Bureau

15%OF DISPLAY

BUDGETS IN 2015 83%OF UK AGENCIESINCLUDING IT IN THEIRMEDIA PLANS

77%OF AGENCIESARE CONFIDENT THEY CANPROPERLY EXPLAIN THE CONCEPTTO CLIENTS

STATISTICS

LEADINGMEDIA COMPANIESMONETIZE THEIR CONTENTFEEDS WITH NATIVE ADS

The largest social platforms in the world monetize with native, in-feed ads, including Facebook, Twitter, Instagram, and Tumblr.

The publishing industry is quickly following suit, as companies such as Time Inc, Forbes, Wall Street Journal, New York Times, and USA Today, continue to introduce new advertising integrations on desktop and mobile that match both the form & function of their editorial feeds.

“”

NATIVEADS

BANNERADS

VS

More of who previously bought a product from the advertiser said they "personally identify with" the brand after viewing a native ad.

*percentage of respondents that said they personally identify with the advertiser brand.

32%NATIVE ADS

23%BANNER ADS

NATIVE ADSREGISTERED

9%HIGHER LIFTFOR BRANDAFFINITY

52%NATIVE ADS

34%BANNER ADS

AND

18%HIGHER LIFTFORPURCHASEINTENTRESPONSES

6CORE

$

IN FEED

PAID SEARCHCUSTOM

RECOMMENDATIONIN AD WITHNATIVE ELEMENTS

PROMOTEDLISTINGS

EXAMPLESO F N A T I V E A D S

In May, Wired released an in-depth, interactive piece on how technology is changing advertising.  Sponsored  by Netflix, the article was written by Anthropologist and Culture Expert Grant McCracken, who discussed everything from binge-viewing to movies stars migrating to TV to the increase in risk-taking in the industry.

The single page features  a parallax scrolling e�ect in the header, stats, a video interview with the producer of "Arrested Development", a reader survey, a timeline of TV history, and audio commentary.

Many compared it toThe New York Times"Snow Fall", but applaudedits lack of disrupting bannerad units.

MasterCard and Mashable worked together to release  a graphic-heavy article  on how people use their mobile devices and how our relationships with our devices has changed.

The sponsored post includes a large section at the beginning of the post detailing MasterCard's digital payment system. 

Mic, an online publication that attracts millennial readers, partnered with Cole Haan for its leap into native advertising. This piece was the first in a series that

profiled young women making an impact on business. 

STRONGREACH

PAGE VIEWS

4,600,000UNIQUE USERS

17,900,000VISITS

00:12AVG. SESSION (MINS)

23PAGES PER VISIT

66TH

UAEACCORDING

TO

4UNIQUEVISITORSA MONTH

MILLION

VISITSTHE SITE ON AVERAGE

4 TIMESPERWEEK

20MIN

AND TYPICALLYSPENDSPERVISIT

THE SITE

THE

M

OST SEARCHED

LOCAL BRAND IN

TH

E U

AE

2014

BY

A CLEAR INDICATION OF HOW THE SITE IS WELL ROOTED IN

THE UAE’S USER CULTURE AND TOP-OF-MIND

Brandstories

HOWTHEIDEAWASBORN

Brand Stories was born out of the idea that dubizzle is just one of the many touch points involved during a consumer's path to purchase, whether it's to purchase a new car, or to find the perfect baby crib for their new little bundle of joy.

Dubizzle is at the heart of these moments. Whether our user's are looking for a used or new item, they still spend a great deal of time researching to find the perfect product and best deal.

They spend time comparing features and specifications, pricing and discounts. They may book a test drive or ask friends for advice through social channels, each user will have a unique path to purchase but one common norm is that every user will associate with brands during this process.

BEINGABLE TOALLOWBRANDSTO TELLTHEIRSTORIESFURTHERUP THEPURCHASEFUNNEL

Dubizzle has been selling traditional advertising banners since 2008, and now plans to make the inevitable jump to providing ways for brands to tell their story to dubizzle users in more creative and engaging ways.

Native ads at the top of the funnel – awareness and consideration.

The product is designed to reach users who may also be at the awareness and consideration phases, and not only further into the customer lifecycle. Whether they are looking to buy a car, or decide on which baby crib is best for their new baby, every user will make brand connections during their journey across several digital touch-points.

PERSONAL-IZATION

Brand Stories by dubizzle is to enhance the user's experience on dubizzle, by engaging with them on a more personal basis, providing them with content that helps them, entertains them or informs them - either based on their behavior, demographic or interests.

With the listing pages generatingABOVE 40M IMPRESSIONSPER MONTHadvertisers can expect to reachmass audiences across the UAEat scale.

THE NATIVE AD PLACEMENTis nested within the listings pageson the dubizzle UAE website,across both desktop and mobile.

<nyt_prefs> <nyt_pre�x></nyt_pre�x> <nyt_su�x></nyt_su�x> <nyt_base_path>~/Desktop/dubizzle/brandstories</nyt_base_path> <nyt_scaling>100</nyt_scaling> <nyt_transparency>true</nyt_transparency> <nyt_format>JPG</nyt_format> <nyt_export_code>artboards</nyt_export_code></nyt_prefs>

MONTHLY LISTINGSIMPRESSIONS

MOTORS

14MILLION

PROPERTY

JOBS

CLASSIFIEDS

9MILLION

12MILLION11

MILLION

MEDIAVOICE

BRAND STORIES BY DUBIZZLEIS POWERED USING POLAR’S

MEDIAVOICE PLATFORM

PARTNERSHIPTECHNOLOGY

Brandstories &

TARGETINGBRAND STORIES IS A NATIVE AD SOLUTION WHICH ALLOWS ADVERTISERS

TO APPLY THE SAME AUDIENCE-BASED LENS OF THEIR DISPLAY ADVERTISING TO THEIR NATIVE ADVERTISING CAMPAIGNS

5,380,000PAGEVIEWS

CLOTHING852,000PAGEVIEWS

AUTOS38,720,000PAGEVIEWS

PROPERTIES15,760,000+PAGEVIEWS

AUTOACCESSORIES2,000,000+PAGEVIEWS

JOBS47,000,000PAGEVIEWS

MOBILE2,680,000PAGEVIEWS

HOMEAPPLIANCES1,100,000PAGEVIEWS

FURNITURE

IT IS A CROSS PLATFORM SOLUTION AND ONLY AVAILABLE IN THE

Brandstories

by

THENATIVEAD

THESOCIAL

AMPLIFICATION

THECONTENTCREATION

THEDISPLAY

MEDIA BRAND STORIES BY DUBIZZLE IS DUBIZZLE’S NATIVE AD SOLUTION

THENATIVEAD

As the user scrolls through the dubizzle listings page, the third listing down is a native ad, which seamlessly follows the form and function of the dubizzle listings.

The ad itself consists of a thumbnail image, headline, content snippet, brand logo and a Read More call to action.

On click/tap the ad takes the user through to the advertiser's branded content page which is hosted within dubizzle's brand new blog site.

THENATIVEAD

THE FLOWDESKTOP

THENATIVEAD

THE FLOWMOBILE

THECONTENTCREATION

The dubizzle blog site is already brimming with useful and informative content for our users, which has already been promoted through the native ad solution during its pilot period.

We saw average click through rates of 0.78% and average time spent at 2 minsSo we strongly believe our users will welcome fresh, informative branded content presented to them in the right moment.

THECONTENTCREATION

BLOGPAGES

MAIN PAGE

MOTORS

THECONTENTCREATION

TYPES& ORIGIN

Content can be in the form of a short or long form blog posts, an info-graphic, research or a sponsored article with integrated video, a photo gallery or even a promotion which increases sharing.

The content can either be created by dubizzle’s content team or content partners, or the advertiser’s creative agency.

On average, engagementon referral tra�c is 62% higher.(Polar Benchmarks)

THECONTENTCREATION

BLOG POST

THECONTENTCREATION

INFOGRAPHIC

VIDEO

THESOCIALAMPLIFICATION

The social amplification part of the campaign is where the same native ad which sits in feed dubizzle’s listings, is also promoted across social channels such as Facebook, Twitter, Google+ and LinkedIn to name a few.

These ads will drive tra�c back to the content hosted on the dubizzle blog, increasing page views.

This can be through dubizzle’s social channels, the advertiser’s or paid amplification.

Increase your reach with paid amplification. We take care of the buy, asset creation, flighting, and optimization. All reporting consolidated in your campaign report.

THESOCIALAMPLIFICATION

THESOCIALAMPLIFICATION

THEDISPLAYMEDIA

To compliment the native campaign, traditional display media is included in the package.

This can be a mix of both mobile and desktop, and depending on availability or the advertiser’s preference.

Advertiser’s can select from the standard ad formats; Leaderboards, MPUs and Mobile Banners.

THEDISPLAYMEDIA

MTU& LEADERBOARD

THEDISPLAYMEDIA

MOBILEBANNER

NATIVEIS THE FASTEST-GROWING DIGITAL AD MEDIUM!

1.4

2.4

3.74.4

5.0

2012 2013 2014 2015 2016 2017

$3.1 B

WITH USNATIVE ADSW H Y

?

Engagement with our active users through content marketing that is beautifully designed to look and feel l ike the content around it on our site

Sophisticated targeting ensures you find readers where they consume similar content to share your story. Just l ike a display ad, our targeting can pin-point the reader you desire

Our readers know we’re experts in our market. By partnering with us for your content marketing program, you’l l increase you brand awareness by being associated with a leader

Our native ads run alongside editorial ensuring premium placement of inventory

N A T I V EP E R F O R M S .15%

2:02AVERAGE CTR&TIME SPENT

BY D E V I C E

DESKTOP

SMARTPHONE

CTRTIMESPENT

.27%3:54

CTRTIMESPENT

TABLET

.28%1:58

CTRTIMESPENT

NATIVECTR

DISPLAYCTR

= 10X

COMPANION DISPLAYPERFORMS BETTER

WITH NATIVEINCREASE IN

PURCHASE INTENTAFTER SEEING NATIVE AD

18%CONSUMERS

MORE LIKELY TOSHARE NATIVE AD

40%

N A T I V EP E R F O R M S

99B I L L I O N

$ 50%

T H E C O N T E N T M A R K E T I N GO P P O R T U N I T Y

CONTENT MARKETINGMARKET SIZE BY 2017

(EMARKETER)

DIGITAL AD REVENUE FROMCONTENT MARKETING BY 2016

(POLAR BENCHMARKS)

TOP BRANDSARE ADOPTING CONTENT MARKETING, SUCH AH

Now brands can tell their story to our highly engaged audience, driving stronger brand awareness, ad recall and brand interest.

We will be able to measure ad impressions, clicks, page views and engagement of the

page the user was driven to, as well as measuring social sharing of the content,

and lift from paid amplification campaigns.

REPORTING

METRICS

Number of times that the Native Ad Placement is displayed on the site. Note that this MediaVoice only counts rendered impressions (i.e. impressions that were actually rendered on the page, but not necessarily in the viewable window)

Number of times that a Native Ad Placement is clicked to get to the Content page linked to the native ad.

Click-through rate of the Native Ad Placement calculated as:  Clicks / Impressions.

Total number of views (page loads) of the content page linked to a particular Native Ad. Note that this includes direct page views coming through clicks as well as referral page views coming through search, social and other sources.

Average time spent on the content page by users who accessed the page.

Number of times that the 'sponsor link' is clicked. In MediaVoice, a link to the sponsor's site can be added to a creative (in addition to the content page URL).

Number of times that all CTA Links are clicked on the content page.

Brandstories

THANKYOU