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The Evolution of Native Advertising
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The Evolution of Native AdvertisingFranklyn Martin, VP Strategic Accounts
June 2014
What the f*** is native advertising ???
Native Advertising Def.
An online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience.
Native ad formats match both the form and function of the user experience in which it is placed.
• Native Advertising Examples• Native Advertising Definition
Why are we talking about ‘Native’ now ?
1) Shift in people’s behaviour.
Q4 2011
2000 2004 2008 2012
1,200,000,000
800,000,000
400,000,000
Personal computer
Tablet
Smartphone
Source: Business Insider Global Internet Access Device sales chart, Jan 2013
Smartphone Adoption
Source: Comscore Media Metrix, July 2012 — July 2013
July 2012 July 2013
8:127:18
15:45
5:51
A Seismic Shift to Mobile
Time spent in mobile applications, not internet browsers.
Source:: Mobile Total Monthly Minutes, comScore, September 2013
2) Explosion of new, non-standard advertising opportunities.
What does this mean for brands and marketers ?
63% of brands feel native ads increase customer engagement with their messages (Yahoo!)
Business ObjectiveTicket Sales
Marketing ObjectiveGet people excited about Paris
Target AudienceABC1 Adults in London
STORIES ARE WAITING#WhenInParis
Get People Excited About Paris
Leverage Facebook & Twitter video ads to deliver reach & frequency alongside TV
Reach & Frequency
Video Views
Engagement
OBJECTIVE STRATEGY KPIs
NATIVE VIDEO#WhenInParis
Powered by :
Facebook’s Page Post Video Twitter Promoted Tweets with Youtube Video
Over 20m ABC1 Adults saw the TV ad at least once. Facebook
reached over 5M users in London at a frequency of 3.
Facebook drove over 169,000 video views with the new Page Post Video Ad reducing CPV by 85%
The campaign delivered over 488k engagements,
with an average engagement rate of 3%
RESULTS#WhenInParis
Twitter TV Targeting delivered unprecedented engagement rates
of up to 7%
Planning Native Advertising.
How will we measure success ?
How can we communicate our message ?
Who is our target audience and where are they ?
What are our objectives ?
Thanks !