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Native advertising 101: clearing up the murkiness
Clare O’Brien, IAB UK
@clareob
10/9/15 iabuk.net
10/9/15 iabuk.net
10/9/15 iabuk.net
IAB UK Content & Native Council
The IAB UK’s Content / Native Advertising Council
Display increases its share of digital in H1 2015
Category H1 2014 Share
Search 55%
Display 29%
Classified 15%
SOURCE: IAB / PwC Digital Adspend H1 2015
Content & Native (inc. in-feed) is a quarter of display
New for 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools.. New for 2015: Tablet is no longer in ‘other’ and is now folded into relevant categories within digital. SOURCE: IAB / PwC Digital Adspend H1 2015
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Where does this idea of Content & Native Advertising come from?
Why now?
And it’s headed… where?
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There is nothing new under the sun
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“I do not regard advertising as entertainment or an art form, but as a medium of information.”
David Ogilvy
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Place Eureka video
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Why now?
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Digital media is a fundamentally different
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We used to experience media together – now we share its fragments
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20 million 1955
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26.93 million 1989
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24.35 million 1996
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The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
6.7 million Sept 2015
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Magazines
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Down 28% in 2015
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Banners don’t really work
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Banner ads aren’t working
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0
0.05
0.1
0.15
0.2
0.25
Jan-Jun 13 Jan-Jun 14 Jan-Jun 15
US
UK
Greece
Source: Google – Display Benchmarks
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Why banner ads aren’t working
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Success relies on people trusting branded content
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Native formats and Ad-funded or Content-based advertising are not the same thing
© IA
B UK | Last upd
ated
Sep
t 2015| Versio
n 2.1
Content Marke+ng
Adver+ser owned Media owner revenues (brand-‐based)
Type
Brand-‐owned content
Non-‐forma@ed adver+sing Na+ve distribu+on ad formats
Wha
t it is /
How
it works – ty
pical cha
racteris+cs
Adver=ser owned and operated: conceived, made and managed e.g. website / app Content elements (ar=cle, slides, video, app, social pages / sharing) Contract publishing
1. Publisher*-‐controlled content (some=mes called ‘supported’ or ‘sponsored’)
2. Adver+ser-‐controlled commercial content (some=mes called ‘ad feature’ or ‘advertorial’)
3. Joint publisher/adver+ser-‐controlled commercial content (some=mes called ‘sponsored’ or ‘ad feature’)
Automated (scale) content delivery. Examples include:
• Promoted posts • In-‐ad (IAB standard ad formats)** • Proprietary / bespoke ad formats • Newsfeed formats • In-‐feed*** • 3rd party recommenda=on tools • 3rd party discovery tools • 3rd party curated • 3rd party aggregated
© IA
B UK | Last upd
ated
Sep
t 2015| Versio
n 2.1
Content Marke+ng
Adver+ser owned Media owner revenues (brand-‐based)
Type
Brand-‐owned content
Non-‐forma@ed adver+sing Na+ve distribu+on ad formats
Wha
t it is /
How
it works – ty
pical cha
racteris+cs
Adver=ser owned and operated: conceived, made and managed e.g. website / app Content elements (ar=cle, slides, video, app, social pages / sharing) Contract publishing
1. Publisher*-‐controlled content (some=mes called ‘supported’ or ‘sponsored’)
2. Adver+ser-‐controlled commercial content (some=mes called ‘ad feature’ or ‘advertorial’)
3. Joint publisher/adver+ser-‐controlled commercial content (some=mes called ‘sponsored’ or ‘ad feature’)
Automated (scale) content delivery. Examples include:
• Promoted posts • In-‐ad (IAB standard ad formats)** • Proprietary / bespoke ad formats • Newsfeed formats • In-‐feed*** • 3rd party recommenda=on tools • 3rd party discovery tools • 3rd party curated • 3rd party aggregated
© IA
B UK | Last upd
ated
Sep
t 2015| Versio
n 2.1
Content Marke+ng
Adver+ser owned Media owner revenues (brand-‐based)
Type
Brand-‐owned content
Non-‐forma@ed adver+sing Na+ve distribu+on ad formats
Wha
t it is /
How
it works – ty
pical cha
racteris+cs
Adver=ser owned and operated: conceived, made and managed e.g. website / app Content elements (ar=cle, slides, video, app, social pages / sharing) Contract publishing
1. Publisher*-‐controlled content (some=mes called ‘supported’ or ‘sponsored’)
2. Adver+ser-‐controlled commercial content (some=mes called ‘ad feature’ or ‘advertorial’)
3. Joint publisher/adver+ser-‐controlled commercial content (some=mes called ‘sponsored’ or ‘ad feature’)
Automated (scale) content delivery. Examples include:
• Promoted posts • In-‐ad (IAB standard ad formats)** • Proprietary / bespoke ad formats • Newsfeed formats • In-‐feed*** • 3rd party recommenda+on tools • 3rd party discovery tools • 3rd party curated • 3rd party aggregated
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How audiences respond to paid, ad-funded content
There are 3 key ingredients to getting it right:
Relevance Value Clarity
• Do I feel as though I am being tricked?
• Do I know who it’s from?
• Is this for me? • Is this relevant to the
brand?
• Does it feel like other content I consume?
• What’s in it for me?
Basic ingredients for adding clarity
Visual cue Label/description Clear visual demarcation
Brand clarity earns attention
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But great content alone will not deliver ROI value to advertisers
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Native – ads that fit
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Is this the measure of successful modern advertising?
10/9/15 iabuk.net Thanks to Ad Week
Native format ad Disclosure Guidelines (pt 1)
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So where are we headed?
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Digital advertising is creating bad experience
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56% do not realise publishers lose revenue when Ad Blockers turned on
Source: YouGov / IAB UK Ad Blocking 2015
We need better advertising that stops audiences turning off ads
Problem – we've been pushing poor ads at audiences and binge-drinking on the early profits
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The future of digital advertising is here already … and it’s being built on content
Ways we can f**k this up for everyone:
• Not respecting the editorial codes that have established the principles of an independent and free media • Not putting the consumer at the heart of campaign
planning – brands have to accept they are being invited into people’s lives • Not being clear about brand involvement • Not keeping alive the critical skills required to
MAKE great content • Continuing to invest in clickbait
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Nick Bradley, Commercial Director Factory Media
Tom Curtis Head of Mediacom Beyond Advertising
Steve Payne Head of Planning Insight & Research Huffington Post, UK
