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Bringing Native And Programmatic Together
AgendaMobile App Ecosystem (in app vs. mobile web)
User Attention
Ad Formats: Focus on User Engagement
What does mobile native look like (screenshots)
Native performs better for Brands and Performance buyers – users pay attention
The Rise of Native on Mobile Open RTB 2.3
Buying native programmatically –DSP focus
Best Practices – Adelphic
Q&A
Source: eMarketer, July 2014`
Share of Time Spent with Digital Media among US Mobile Internet Users
Mobile apps are the opportunity
Mobile apps represent 85% of the total mobile opportunity, and over half of the total digital media opportunity.
86%
Banner Blindness: 86% consumers can’t remember last ad seen
47%
Native Ad Units are seen 47% quicker than banner ads
* Mediapost, Infolinks Study
User blind spots are a very common problem and reduce the efficacy of
banner ads
• The upgrade sets the standard for how native ads can be bought and sold through real-time auctions.
• From a publisher perspective, the new spec helps developers support scaling of native ads by defining the following:
1. Bid requirements updated for native.
2. Clearly defining assets needed to automate native placements.
3. Outlining the specific metadata that informs the ad call and response process (Ex. headline, thumbnail image, brand name, brand logo and description).
Open RTB 2.3
Native Takes Many FormsVideo Newsfeed Content Stream Carousel Icons
Content Stream
Interstitial
In-stream & interstitial
Chat lists & apps
Chat List App Wall
News content
Click to VideoNewsfeed
CTA for brands
Click to Download Click to Microsite
Entertainment content
Click to Video
News and business content
Click to Video
Ads that mimic app content and appear in-stream.
Seamless and non-intrusive
Minimal effort and complete creative control
Native advertising worksIncreases User Acceptance and Improves Engagement
Native Ads seen 4.1 times per session vs. 2.7 for Banners and clicked 8 times more.
Static Interstitial
s
Native Ads
8xCTR
Mobile First Tracking: MTAP Program
The MTAP program is a partnership between InMobi and carefully selected independent
mobile attribution platforms to provideadvertisers the best-in-class solutions for independent, secure and accurate attribution
What does it take to buy native ads programmatically?
-DSP selection-Open RTB 2.3 requirement
-Define the target KPI’s-Clarify the attribution/tracking partner (focus on mobile first players)
-Ability to set up PMP’s/Deal ID’s to layer in audience data
InMobi conducted an on-device survey analyzing the perceptions of 348 global publishers, brands, and agencies.
InMobi Research Group:Who Participated42
%
Agencies
Agencies BrandsBrands PublishersPublishers OtherOther DSP / Trading
DesksDSP / Trading
Desks
21%
20%
13%
4%
Q. Which of the following do you think best describes Mobile Native Advertising? Please select all that apply. (n=348 respondents)
Defining Native on Mobile: Responses Include (Users can select multiple answers)
49%An ad unit that mimics the look and feel of the
surrounding app or mobile web
41%An ad unit that
mimics the form and function of the surrounding app or mobile
web
39%An ad unit that is
in the flow of editorial content
24%Custom content
written by a publisher’s editorial
team on behalf of the advertiser
28%An ad unit that is in
the flow of user generated content
Current and Planned Usage of NativeMore publishers drive current use, while more agencies plan to use native on mobile
Q. Do you currently use Mobile Native Advertising? n=348 respondents; Brands n=69; Agency n=140; Publisher n= 64
Publishers Agencies Brands
42%Current use
51%Future use
7%Won’t use
33%Current use
62%Future use
5%Won’t use
39%Current use
54%Future use
7%Won’t use
Q. I use / would use Mobile Native Advertising because……. (Please select all that apply) n= 209 Native Advertisers
Advertisers Perspectives on NativeA greater number of advertisers use native because of superior audience engagement, look, and
feel
Publishers Perspectives on Native
Q. I use / would use Mobile Native Advertising because……. (Please select all that apply) n= 64 publishers
Publishers use native to provide a better, less intrusive user experience
Key Takeaways
High Spending Optimism
33% of the marketers plan to increase ad spend on native by 25% to 50%
21% of the marketers plan to increase their native budget by more than 50%
Agencies are the most optimistic about increasing native ad spend
Current state Future state50% of the respondents describe native as “ad units that mimic the look and feel of the surrounding app or mobile web”
36% of the respondents currently offer native to their clients
More than 90% of the respondents consider audience targeting along with native ad formats as important for their clients
CTRs and Engagement rates are popular measurement metrics
57% of brand marketers and agencies plan to offer native in the future
CONFIDENTIAL
Adelphic Native Programmatic Best Practices
CONFIDENTIAL
Who We Are
The leading Mobile-FIRST Demand Side Platform
Execute campaigns end-to-end across the consumer purchase funnel.
Transparency & Control
Self-service user interface with transparent technology fees and seamless margin management.
Adelphic Audience Cube
Patented user-identification technology utilizes 1st-party, 3rd-party and supply-side data ACROSS devices.
Predictive Performance Engine
RTB algorithm that harnesses ALL available mobile data to bid optimize and drive engagements & conversions.
Integrations that Scale
16+ exchanges, 8 standard & rich media providers, 4 analytics providers, 5 data providers and growing.
CONFIDENTIAL
Start With the User . . .
• Native ads should complement vs. disrupt
• Context more important in native
• Use signals like network connection to better cater to the user experience
• Highly promotional creative unlikely to garner immediate action. ie. “Buy Now!”
CONFIDENTIAL
Native Programmatic Comes to Life Thru Data
Programmatic buying enables buyers to pair the impact of native creative with the precision of audience data including:
• Device profile• Location profile• CRM• Shopping history• Household income profile• Psychographics & behaviors• Demographics
CONFIDENTIAL
Leverage Heavy App Users to Drive InstallsProgrammatic native units are yielding significant performance increases for app developers.
Using 3rd-party SDKs, install rates from native programmatic units 2-5X that of
standard banners
Leverage the simple creative canvas to test many different versions of headlines and
labels
CONFIDENTIAL
Audience Location Device Context
Programmatic Buying Supercharges Native
Measurement
If you would like to hear more about the InMobi Exchange or Adelphic as your DSP solution, feel
free to reach out to Aaron and Emily to learn more.
Q&A Aaron Austin
Head of Programmatic, NA @ [email protected]
Emily Del GrecoVP of Sales @ [email protected]
Thank you
