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Native at Scale:Fulfilling the Promise of Branded
ContentMatt O’Neill
Head of Supply & FulfilmentUnanimis
July 24, 2014
““ProducingProducing native content native content andand programmatic buying programmatic buying
are the two are the two biggest growth biggest growth areas areas for WPP - for WPP - and
therefore for brands” - Sir Martin Sorrell
And brands are aggressively embracing Native
Automotive FMCG Fashion Retail Food & Drink Technology Finance
Lots of terms out there…
Native AdvertisingPaid ContentSponsored ContentBranded ContentContent RecommendationAdvertorial
Branded Content & Native Advertising
Does it meet these three criteria?
Is it paid content produced at least in part by the advertiser?Does it fit within the editorial design and flow?Does engagement with the unit keep the user within the publisher domain?
IMAGE of website to be placed in this space. Place
it accordingly so itfits within the
Screen. Delete if not required
Paid Advertisers Produced Content
Is it editorial content? Is it a paid placement? Or is it sponsored by a brand or
advertiser?
Based on this, we eliminate the two editorial posts on this page.
That sits within the editorial flow
Does the content fit within the editorial structure?
Does it have the formatting of the other editorial content?
Based on this, we eliminate the ad units on the page.
Content Location
When the user clicks on the tout or ad, does it take them off the publisher domain?
Does the click results in paid content hosted on the publisher site?
Is the user experience analogous to that of editorial?
Based on this, we eliminate the content recommendations.
Why Native? Why Now?
Advantages of Native
Engaging Informative Solves Banner
Blindness More creative Viewability concerns High CPMs
Advantages of Digital
Measurable Scalable Targetable Real-time Mobile
“It is getting increasingly difficult to get a brand in front of consumers - getting reach means ever-more competition for space, while achieving a depth of engagement means being interesting or relevant enough for the audience to be bothered to look”Matt FanshaweGlobal brand director and group COO, Havas EHS
“It is getting increasingly difficult to get a brand in front of consumers - getting reach means ever-more competition for space, while achieving a depth of engagement means being interesting or relevant enough for the audience to be bothered to look”Matt FanshaweGlobal brand director and group COO, Havas EHS
What’s the upside?
Social has dominated. What does that tell us?– Facebook– Twitter
Mobile Beat banner burnout Increased CPMs Increased engagement Further claim brand (v. direct) marketing
budget
The Facebook & Twitter Winning Strategy
There’s a reason Facebook ad Twitter can churn out billions of revenue a year in ‘native’ advertising.
Easy, central access pointHuge reachDeep dataMassive scaleClosed system
These strengths can help you checklist your implementation and strategy.
The Facebook & Twitter Winning Strategy
There’s a reason Facebook ad Twitter can churn out billions of revenue a year in ‘native’ advertising.
Easy, central access pointHuge reachDeep dataMassive scaleClosed system
These strengths can help you checklist your implementation and strategy.
Challenges to scale
Multiple sites with multiple devices and interfaces Tradeoff of scalable and unique User trust issues InApp v. Mobile Web Biggest players in the market who bring together buyers and
sellers don’t currently support native units
“To scale and be effective for publishers, native formats need to be tracked alongside all the other formats. It’s not really about replacing display ads. It’s just a different way to engage with customers.” Neil Mohan, Google
“To scale and be effective for publishers, native formats need to be tracked alongside all the other formats. It’s not really about replacing display ads. It’s just a different way to engage with customers.” Neil Mohan, Google
Technology
The tech stack is already very complex– Primary Ad Server– Programmatic platform– Remnant solution– Specialty ad server(s)– Social (Twitter, Facebook)– DSPs– DMPs
Adding in another complex platform or solution is a challenge for most players
Winning solutions will offer:– Streamlined Management and seamless operational workflow– Transparency– Minimum CMS / editorial disruption
Technology
Buyers
How can you repurpose existing assets?
Do your trading platforms support Native units?
Is adding Native a net neutral or does it add complexity?
Are your marketplaces exposing supply and do you have the information you need?
Sellers
Does your Native solution require multiple systems (CMS, Ad Server)
Do you have an automation option to access demand?
Are all devices supported or does each additional device require new work?
Are there opportunities to consolidate your tech stack?
What are the REAL costs of your tech solution?
People
Creative multi-faceted and more involved– Tout + Story– Long-form video– Sponsored Images
Including Editorial in the process Sales channel conflicts Who creates the content? Sales, Operations, Editorial, Design, Technology What new job titles will you create? Where will you hire from?
People
Buyers Do you have an editorial or
content team in house? What skills are most required
for your goals (Social; Editorial; Video)
Do you have an internal champion linking across teams
Who liaises with publishers to ensure the content works
What will change in your hiring process to better address and service Native?
Sellers How close are you with your
editorial team? Are you sharing any commercial
responsibilities? Native can be very different
operationally – more CMS than Ad Serving. Who’s going to own that?
Who is best positioned internally to cheerlead and drive change around Native?
Is your leader thinking Mobile First?
Process
We want to learn from the past– Display Networks– Rich Media– Video– Mobile
Still room for one-offs, custom implementations, and larger sponsorship deals struck directly between buyers and sellers
BUT…
How can we leverage the core strengths of Native and the scalability and operationally efficiency of Programmatic Trading?
Process
Larger, Brand/Publisher specific dealscan, largely be managed in the same way as they are now
Wider-scale, more generic campaigns will require a degree of scalability
We need to ensure our three criteria are met for native
One way to do this is use a marketplace or open exchange for native placements
Knowing when to use this and how totie into the overall operation will be very important
Native Marketplace
Native Marketplace
Process – Manual
AdvertiserAdvertiser
Enter into Ad Server
Enter into Ad Server
Enter into CMS
Enter into CMS
Delivery & Reporting
Stats
Delivery & Reporting
Stats
Data & Targeting
Data & Targeting
Publisher Site
Publisher Site
Delivery & Reporting
Stats
Delivery & Reporting
Stats
Stitch together
Stitch together
Process – Using a Publisher Side Solution
AdvertiserAdvertiser
Enter into Ad Server
Enter into Ad Server
Enter into CMS
Enter into CMS
Delivery & Reporting
Stats
Delivery & Reporting
Stats
Data & Targeting
Data & Targeting
Publisher Site
Publisher Site
Native SystemNative System
Process – Using a Publisher side Platform
AdvertiserAdvertiser
Delivery & Reporting
Stats
Delivery & Reporting
StatsPublisher
SitePublisher
Site
Native SystemNative System
Data & Targeting
Data & Targeting
Process – Using a Publisher side Platform + Marketplace
AdvertiserAdvertiser
Delivery & Reporting
Stats
Delivery & Reporting
StatsPublisher
SitePublisher
Site
Native SystemNative System
Data & Targeting
Data & Targeting
Native Marketplace
Native Marketplace
AdvertiserAdvertiserAdvertiserAdvertiser
AdvertiserAdvertiser
Publisher Site
Publisher SitePublisher
SitePublisher
SitePublisher Site
Publisher Site
Process – Increasingly Complex
AdvertiserAdvertiser
Publisher APublisher A Publisher BPublisher B Publisher CPublisher C
Process
Buyers Are you accessing a wide pool of
supply? Are you able to leverage existing
assets? Are you avoiding ground-up builds
every time? Are your stats and reporting what
you require? Is publisher native easier or harder
than using Twitter or Facebook? Are you asking the same of your
native solutions as you are of display, mobile, video, rich media?
Sellers Are you double entering campaigns or
forcing your CMS to behave like an ad server?
Are you manually stitching together CMS and Ad Server stats?
What are the person-hour costs of managing standard native campaigns?
Are you leveraging the targeting potential of online to its fullest extent?
Are you able to use the full gamut of assets – video, display, rich media, etc. or are you hamstring by a specific vendor format?
How are you handling editorial sign off approvals?
Takeaways and questions
What’s your definition of Native? Is your native solution keeping your viewers on your site or taking
them away? What’s the cost of driving a user off your site? What skills sets are missing in your commercial, operations, and tech
teams to deliver a successful Native product offering How many systems or platforms do you need to use to successfully
deliver a Native campaign? What’s the cost of these systems? How, other than direct sales, are you sourcing demand? Are you able to offer the full capabilities of a 2014 ad system in
Native?– Programmatic– Scalable– Rich targeting & reporting
Tech / People / Process Scorecard for Native? How do you rank?