Native, the new display
Download as PPTX, PDF0 likes85 views
The document discusses the transformation of digital advertising, emphasizing the importance of native advertising as consumer preferences shift towards less intrusive, more personalized content. It highlights key statistics on attention spans and ad-blocker usage, arguing that native advertising can effectively engage users by blending with editorial content. Additionally, it provides strategic insights and tips for implementing successful native advertising campaigns while addressing industry challenges.
Native, the new display
- 1. Native, The New Display MAD//Fest London November 2018 Alex McIlvenny, VP Sales Europe @ Ligatus
- 2. Agenda Intro Native Perceptions Native Done Right What’s holding us back? Where are we going? A few handy native tips
- 4. What is the most common native drink in London? Beer
- 5. What is the most common native bird in London? Pigeon
- 6. What are native Australians referred to? Aboriginie
- 7. What term is used to describe some born in the digital era? Digital Native
- 8. What % of total digital spend was content or native based in UK in 2017? 28%
- 10. The digital advertising industry is still under transformation Mobile 1st Consumer Empowerment User, Content & Data Technology Duopoly
- 12. *http://www.adweek.com/digital/john-stevens-guest-post-decreasing-attention-spans/ **e-Marketer data collected from survey by marketing agency Omnicom Media Group People’s attention spans* are shorter: In 2000 12sec. In 2018 8sec. 9sec. Average attention span of a goldfish! Did you know? We are each bombarded with over 3,000 advertising messages per day.*** The world has become noisier: more and more channels, marketing messages and content compete for your consumer’s busy and limited attention.
- 13. The explosion of content has led to the ultimate battle for attention: Did you know? 40% of users say they use ad-blockers because they're “tired of being bombarded” by ads! LOSERS WINNERS Advertisement LOREM IPSUM DOLOR Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque elit nisl, vehicula id commod Advertisement LOREM IPSUM DOLOR Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque elit nisl, vehicula id commod Advertisement LOREM IPSUM DOLOR Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque elit nisl, vehicula id commod Sponsored by
- 14. So why are we still seeing this…?
- 15. Consumers expect and want a better user experience. - Personalized - Relevant - Non-intrusive - Qualitative
- 17. ‘Social Native’ vs ‘Native Native’ – differences?! It comes down to objectives, ultimately... SOCIAL - Being part of ‘community’ - Relationship to ‘an’ audience - First party data / deterministic algorithms - User shared / likes - Promoted account / trends - Transactional - ‘Limited’ Suppliers - Noise - Trust - Different data attribution NATIVE - User experience / acceptance - Seamless editorial integration - Relationship to context - Aesthetic / quality standards - Third party data / semantic algos - Slower introduction of formats - Symbiotic Relationship (pub / adv use) - Content drives product knowledge - Brands becoming publishers
- 18. na·tive ad·ver·tis·ing ˈnā-tiv ˈad-vər-ˌtī-ziŋ (n.) A multi-device “video/image-title-text” non- intrusive ad format that seamlessly integrates into any publisher’s environment. (v.) It grabs the attention of an already engaged audience and directs it towards other valuable brand assets. Protects the entire user experience: non- intrusive and is delivered through relevance and context. Driver of growth and value for all parties. Advertisement LOREM IPSUM DOLOR SIT AMET Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque elit nisl, vehicula id commod LOREM Lorem consec Quisqu commo Advertisement Lorem Ipsum Dolor Sit Amet Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque elit nisl, vehicula id commod Sponsored by
- 19. Native placements should be organic… Advertisement LOREM IPSUM DOLOR SIT AMET Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque elit nisl, vehicula id commod Advertisement LOREM IPSUM DOLOR SIT AMET Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque elit nisl, vehicula id commod Advertisement LOREM IPSUM DOLOR SIT AMET Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque elit nisl, vehicula id commod Sponsored by Advertisement Lorem Ipsum Dolor Sit Amet Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque elit nisl, vehicula id commod Advertisement Lorem Ipsum Dolor Sit Amet Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque elit nisl, vehicula id commod Sponsored by
- 20. Adds new products such as tue native video. Respectful of the User More engaging especially on mobile where 85% of users feel more involved by advertising integrated in the editorial feed. The multi-purpose native module leverages conversions as well as traffic and audience. All powered by Programmatic Supports both performance and branding advertising strategies with proven efficiency. Why native advertising is the new GOLD
- 21. What’s holding us back?
- 22. The AIDA model? Today, the lines are blurred in the traditional marketing funnel. You need an integrated approach: Through The Line (TTL) marketing. Use our solutions for both branding and performance campaigns. This kind of marketing delivers both a wide reach and a focus on conversions. Awareness Desire Interest Action BTL ATL TTL
- 26. And where are going?
- 27. Publisher’s are recognising the revolution…
- 28. …advertisers too, are taking note!
- 29. First PriceHeader Bidding SSP DSP Meta SSP Meta DSP ITD Guarenteed Deal ID PMP Open RTB DMP Second Price TD Cross Device Re-Engagement Fixed Price Floor Price Privileged Auction First Look Programmatic Native
- 30. OpenRTB3.0… - Largest overhaul since programmatic inception - Fighting against fraud – Ads.Cert - Cleaning up the ecosystem - Increasing processing speeds - Increasing control - Promoting organic digital growth - Better support for native adoption
- 31. A few handy native tricks…
- 32. For the BEST NATIVE execution... High Quality Ensure your partners audit their entire stack, constantly, both on Demand and Supply Content Ensure your commercial content, landing pages and all touch points are Truthful, Genuine and Authentic Targeting Ensure you’re not overloading the potential delivery by putting too much information and detail in the campaign set ups Questions Never be afraid to ask stupid questions! After all, we’re all still learning...
- 33. Thanks for listening… …any questions?
- 34. Be Bold. Go Native! What are you waiting for? Alex McIlvenny VP Sales Europe alex.mcilvenny@ligatus.com | +44 (0) 7711 950922 | www.ligatus.com
Editor's Notes
- #12: Losers VS Winners Attracting readers to devote time to your content equals a war of engagement with the other alternatives. In the past we thought we could grab attention with formats that have only caused users to avoid advertising in general (LOSERS). These formats are becoming obsolete. Consumers are smart, have “banner blindness” and are turning to ad-blocking because they are fed up of being bombarded with intrusive ads. Those who understand this and propose a better experience for the user will be the WINNERS.
- #14: Losers VS Winners Attracting readers to devote time to your content equals a war of engagement with the other alternatives. In the past we thought we could grab attention with formats that have only caused users to avoid advertising in general (LOSERS). These formats are becoming obsolete. Consumers are smart, have “banner blindness” and are turning to ad-blocking because they are fed up of being bombarded with intrusive ads. Those who understand this and propose a better experience for the user will be the WINNERS.
- #19: Go Native!
- #23: ATL - Above the Line (Branding) Promote content Generate traffic New unique users BTL - Below the Line (Performance) Generate Leads Generate Sales A linear customer journey does not exist anymore, what counts is intent. You can no longer plan on a linear journey. Today, consumer choice heavily influences reach and frequency. Remember they’re choosing to engage with brands that are relevant, helpful, and personal. The brands that offer assistance are the brands that will win.
- #24: Targeting the ‘RIGHT’ user…
- #25: Brand Safety – means…???
- #26: So what do we do – we spray and pray…