Native Meets Programmatic: What’s In It for Users and Advertisers
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The document discusses the integration of native advertising and programmatic buying, highlighting their benefits for users and advertisers, including increased click-through rates (CTR) and user engagement. It outlines the characteristics of native ads, the challenges faced by the industry, and showcases successful case studies that demonstrate the effectiveness of mobile native advertising. The future of advertising is portrayed as leaning towards programmatic and native strategies, leveraging mobile targeting and existing creative assets.
Native Meets Programmatic: What’s In It for Users and Advertisers
- 1. NATIVE MEETS PROGRAMMATIC: WHAT’S IN IT FOR USERS AND ADVERTISERS Eddie De Guia, PubNative, Savage Marketing 2017
- 2. WHO’S PUBNATIVE? Publishers 280+ Demand partners 100+ 6 Global Offices 90% Global Fill Rate 32 Bn Monthly Impressions 62 Experts
- 3. AGENDA What Is Native? What Is Programmatic? Native Meets Programmatic
- 5. AD FORMATS Standard bannersMessaging Video Search
- 6. STANDARD ADS ON MOBILE AND DESKTOP
- 7. FROM BANNER TO NATIVE
- 8. FROM BANNER TO NATIVE
- 9. WHAT IS NATIVE ADVERTISING? A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Form Native ads match the visual design of the experience they live within, and look and feel like natural content. Function Native ads behave consistently with the native user experience, and function just like natural content.
- 10. MOBILE MARKETING ASSOCIATION DEFINED NATIVE FORMATS 1/2 Source: MMA PRIO In-feed Social In-feed Content In-feed Commerce In-map
- 11. MOBILE MARKETING ASSOCIATION DEFINED NATIVE FORMATS 2/2 Source: MMA In-game Paid Search Recommendation Widget Custom
- 12. HOW BIG IS NATIVE ADVERTISING MARKET? (US) Source: BI Intelligence (US data)
- 13. WHY MOBILE NATIVE? Source: PubNative, Celtra, Forrester Research CTRs increased 6x, CRs increased3.5x 40% more time spent interacting with native ads Native CTR on mobile is 40% higher than on desktop
- 14. IN PRACTICE: VIBER Source: PubNative ▸ Increase revenue ▸ Maintain natural user experience ▸ More than 2% CTR ▸ 6x WoW revenue increase ▸ Fill in 45+ countries Objective Key success metrics
- 15. IN PRACTICE: JARRITOS/NIELSEN Source: NIELSEN, SHARETHROUGH, JARRITOS ▸ Increase brand lift ▸ 5 CPG brand campaigns ▸ Pre-roll vs. native ads ▸ In all campaigns native ads delivered higher brand lift ▸ Pre-roll drove little/no brand lift Objective Key success metrics Non - Alcoholic beverage favorability brand lift
- 16. CHALLENGE: DOMINATION OF DATED FORMATS Source: BI Intelligence estimates, Interactive Advertising Bureau
- 17. CHALLENGE: LACK OF INFORMATION ABOUT MOBILE NATIVE ADVERTISING
- 18. FUTURE: NATIVE SHARE OF TOTAL DISPLAY ADVERTISING (GLOBAL) Source: IHS 14,5%
- 19. FUTURE: INCREASE IN MOBILE VIDEO AD SPENDING Source: eMarketer
- 20. FUTURE: NEW DISTRIBUTION CHANNELS
- 21. FUTURE: NEW DISTRIBUTION CHANNELS
- 23. YOU ARE ALREADY IN THE GAME
- 24. ONLY 20% TIME SPENT ON TOP APPS Source: AppAnnie
- 26. PROGRAMMATIC NOW
- 28. YOU CAN BUY MANY FORMATS PROGRAMMATICALLY Video Rich Media Interstitials Search Native ads Banner ads
- 29. LEVERAGE CURRENT CREATIVES AND PROGRAMMATIC BUYING
- 31. IN PRACTICE: IKEA Objective ▸ Increase awareness of newly launched collection ▸ Target: Belgium market in French and Dutch ▸ Devices: Mobile and tablets Key success metrics ▸ Total CTR 1.58% (nearly 5x higher than global average) ▸ Total engagement time 16.54 secs (81% longer than global average) ▸ Total viewability rate 48.11% Source: Adform Digital Advertising Benchmark Report H1 2015
- 32. RETARGETING & REENGAGEMENT Source: Remerge Retarget your users with a personalised ad Bring users back to your app via a deep link
- 33. IN PRACTICE: CRITEO/SONY Objective ▸ Increase e-commerce campaign performance and efficiency ▸ Critical period Black Friday and Cyber Monday ▸ Reduce costs of sales (COS) Key success metrics ▸ +281% YoY revenue at -74% COS, Thanksgiving through Cyber Monday ▸ 2x more conversions ▸ 15% lower COS YoY Source: Criteo, Sony
- 34. CHALLENGE: COMPLEX ECOSYSTEM Source: Luma Partners, 2016
- 35. FUTURE: INCREASE IN MOBILE PROGRAMMATIC DISPLAY SPENDING Source: eMarketer $36,09 $30,06 $24,14 $17,99 $10,65
- 36. KEY TAKEAWAYS Native advertising helps reaching brand goals more efficiently compared to other forms of online and mobile marketing By leveraging mobile audience targeting, existing creative assets and programmatic buying, brand marketers can easily run in-app marketing campaigns at scale Programmatic and native are the future of mobile advertising
- 37. Q&A
- 38. THANK YOU Eddie De Guia edg@pubantive.net PubNative 2017 Savage Marketing