Populis - NOAH13 London

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The Native Revolution: Digital Advertising in a Multi-Device Scenario - Presentation by Luca Ascani, Co-Founder & Chairman of Populis at the NOAH 2013 Conference in London, Old Billingsgate on the …

The Native Revolution: Digital Advertising in a Multi-Device Scenario - Presentation by Luca Ascani, Co-Founder & Chairman of Populis at the NOAH 2013 Conference in London, Old Billingsgate on the 13th of November 2013.

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  • 1. THE NATIVE REVOLUTION: DIGITAL ADVERTISING IN A MULTI-DEVICE SCENARIO NOAH CONFERENCE, NOVEMBER 2013
  • 2. KEY FACTS LEADING MEDIA & TECHNOLOGY PLATFORM • Founded in 2006, by Luca Ascani and Salvatore Esposito • We are Digital Media Publisher with leading brands in Europe and South America • We are a Platform offering Scalable Monetization Solutions to Influencers and Independent Publishers • 130+ Staff - Offices in Dublin (HQ), Munich, Milan, Rome and Sao Paolo • Awards: Red Herring 100 (2010), Media Momentum (2011) and Deloitte Technology Fast 50 (2012) 2
  • 3. THE MULTI-DEVICE DISRUPTION WITH MOBILE SHIPMENTS OVER 1.8 BILLION UNITS AND TABLETS NEAR TO 184 MILLION UNITS WE HAVE CROSSED INTO THE NEW DIGITAL WORLD 3 Source: Gartner (October 2013)
  • 4. THE MULTI-DEVICE DISRUPTION FROM MULTI-DEVICE CONSUMPTION TO MULTI-DEVICE MAJORITY (54% OF DIGITAL CUSTOMERS) 4 Source: comScore 2013
  • 5. THE MULTI-DEVICE DISRUPTION MORE DEVICES = EXTENDED REACH + BUSINESS OPPORTUNITIES FOR MEDIA COMPANIES 5
  • 6. CUSTOMER CENTRIC MARKETING EXPERIENCE traditional Banner solutions have limits in a multi-device scenario: we need to provide a unique experience engaging the audience by relevant cross-device content NATIVE ADS VS BANNER ADS CHOICE VS INTERRUPTION +75% ENGAGEMENT +52% VISIBILITY BANNER ADS NATIVE ADS INTERRUPTION CHOICE 6 Source: Nielsen Adv Research, 2012
  • 7. THE NATIVE OPPORTUNITY MARKET MEDIA USER NATIVE Internet spend is growing and will rise almost 25% by 2015. Mobile grows seven times faster than desktop Internet spend ($33.1 billion, 25.2% of Internet spend by 2015) the rapid growth of mobile ads should come as no surprise since smartphones and tablets are becoming the primary way to go online: 54% of users shows a multi-device attitude (51% by mobile devices) Brands need to engage rather than interrupt their audience providing a valuable content experience MARKET TREND CROSS DEVICE USER EXPERIENCE 7 Source: comScore 2013 / Display ads in sales, ZenithOptimedia, Sept. 2013
  • 8. POPULIS PUBLISHER NETWORK (PPN) ENGAGEMENT RATHER THAN INTERRUPTION • end-to-end native advertising solution to connect Brands to digital key influencers • complete suite of native advertising products (SMA, Product Test, Social Video) to boost the audience experience • cross-publisher and cross-device distribution of relevant branded content (native ads, social content and social video) • 1.000+ publishers registered among Europe and Brazil 8
  • 9. PUBLISHER NETWORK: MAIN AD TYPES SOCIAL MEDIA AD PRODUCT TEST SOCIAL VIDEO 9
  • 10. PUBLISHER NETWORK: TOP VERTICALS GLOBALLY OVER 50 M UU Beauty&Fashion 8,5 M UU Lifestyle 18,5 M UU Automotive 8,6 M UU Tech & digital 5,6 M UU Sports 7,5 M UU 10 * Marketing Populis - 2013
  • 11. TOP CLIENTS 11
  • 12. PUBLISHER NETWORK: BUSINESS OVERVIEW CONTENT IS THE KING & DISTRIBUTION IS THE QUEEN BUSINESS MODEL Multi-device approach to the Digital Advertising Market EXPERIENCE IS CRUCIAL from Banner Ads to Native Ad Solutions OPPORTUNITY potential global market of $40.2 billion (display ads 2013) 12 Source: Display ads in sales, ZenithOptimedia, Sept. 2013
  • 13. Luca Ascani Co-Founder & Chairman email: ascani@populis.com 13