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18 Mart 2015, İstanbul
Rise of
Native Advertising and Content Marketing
Webrazzi Dijital 2015
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Adblock Companies: AdBlockPlus, Disconnect, Abine
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Who are Adblockers?
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Adblockers by Country
Facts about Adblock Users
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There are about 144 million active adblock users around the world.
Adblock usage grew by nearly 70% between June 2013 – June 2014.
Growth is driven by Google Chrome, on which adblockpenetration nearly doubled between June 2013 – June 2014.
Adblock usage varies by country. In some countries nearly one quarter of the online population has it installed.
Adblock usage is driven by young internet users. 41% of 18-29 year olds polled said they use adblock.
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67% of adblockers expressed some willingness to view text andstill image ads.
The majority of adblock users reject only distracting (animations, sounds) or intrusive (popover, interstitial, non-skippable video) ads.
Adblocking user attitudes to different ad formats
Blocking Adblockers!
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About Display Advertising
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The typical Internet user is served 1,707 banner ads per month. (Comscore)
An estimated 31% of ad impressions can’t be viewed by users. (Comscore)
8 percent of Internet users account for 85 percent of clicks. (Comscore)
You’re more likely to survive a plane crash than click a banner ad. (Solve
Media)
Banner Blindness - Eye Heat Map
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What is Native Advertising?
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Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
Types of Native Ads
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Native Ad Samples
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Facts about Native Ads
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$4.3 billion on native advertising in 2015, a 34% increase from 2014. Expected to reach $8.8 billion by 2018. ( eMarketer)
Native advertising, also called sponsored content, advertorials, or infomercials, isn’t a new concept. Newspaper advertorials are a much older form of this practice, where advertising is dressed up to look like editorial content and placed in publications.
Still around 5% of the overall ad budgets
Why go for Native Ads?
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IPG Media Lab to complete the industry’s first native ad effectiveness study using both eye-tracking and survey-based techniques.
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The Association of Online Publishers (AOP)
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Major Barriers for Native Advertising
OpenRTB Dynamic Native Ads API Specification Version 1, released February 2015
What is Content Marketing?
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According to The Content Marketing Institute, “basically, content marketing is the art of communicating with your customers and prospects without selling.”
Push Social sums content marketing up with this rather pithy definition: “Storytelling for sales.”
Types of Contents
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Blogs
eNewsletters
Case studies
Videos
Guest posts
Articles posted on your website
In-person events
White papers
Online presentations
Webinars/webcasts
Research reports
Microsites
Infographics
Branded content tools
Mobile apps
Mobile content
eBooks
Print magazines
Books
Podcasts
Digital magazines
Print newsletters
Annual reports
Games/gamification
Differences between Content Marketing and Native
Advertising?
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Purpose
Native advertising: The content may appear to provide value, but that goal is secondary to selling a product or service. Often the advertorial may try to solve a problem that conveniently involves buying the brand’s product or service. However, the content of native advertising generally does not have inherent value without the reader buying a product or service.
Content marketing: Here, the goal is to build trust over the long term by providing relevant, useful information. Ultimately, the hope is that content marketing will help generate sales or sales leads but that’s part of a longer sales funnel. Sales are not expected solely as a result of one content marketing piece. Content marketing provides value to readers that’s independent of them buying a product or service. The content is valuable in itself.
Differences between Content Marketing and Native
Advertising?
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Tone
Native advertising: Sometimes, native ads take a pushy and salesytone or they may have a friendly tone
Content marketing: Effective content marketing takes a knowledgeable, yet authentic tone that doesn’t try to pressure the reader to buy. Instead, it acknowledges the reader’s challenges or pain points and offers actionable tips or solutions. Even if those solutions don’t involve the brand’s product or service (in fact, it’s better if they don’t because then it feels more genuine and less self-interested), the goal is to engage with the reader and build rapport.
Ligatus – Native Advertising Solutions
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Direct Reponse Content Recommendation
The Media Brands websites
Ligatus Network
Placements
Content Recommendation Samples
Optimization by fully automatic algorithm on eCPM
eCPM = Clickrate x Price x 10
Delivery respectively eCPM is dependant on:
Price (CPC, CPL)
Performance of the campaign (Clickrate, leadrate)
Competition in the network
Assessment of every placement
In case of 2 campaigns with the same price, the one with the higher price will be delivered
Increasement of delivery of a campaign with bad clickrate via pricing
State-of-the-art technology
coupled with many years of expertise
Our formula for success
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Direct Response Placements
Direct Response Placements
Sorularınız?
Murat Kalafat
Ligatus Ülke Müdürü
: tr.linkedin.com/in/muratkalafat/
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