This is a PowerPoint presentation
17 April 2014
Content and Native: establishing
the framework for new digital
advertising...
Out of the blue…..
Out of the blue…..
iabuk.net/contact
Out of the blue…..
iabuk.net/contact
And on opposite sides of the Atlantic…..
iabuk.net/contact
Native definition
Native advertising is an online advertising
method in which the advertiser attempts to gain
attention by...
Native definition
Native advertising is an online advertising
method in which the advertiser attempts to gain
attention by...
US-driver: the iab’s Native Advertising
Playbook responds rapidly
The IAB’s Content / Native Advertising
working group
Definitions are an urgent requirement
We need to establish clear
disclosure standards so
consumers know exactly what
conte...
Paid-for-content? Dozens of scalable and
customised advertiser opportunities
Formatted advertising Editorial / UGC
De-muddying the waters
• Definitions
• Labels
• Industry – what’s being traded
• Consumer-facing – what people can
underst...
Ad formats… example
Paid / Paid for content… examples
Paid / Paid for content… examples
Native formats… examples
Native formats… examples
Native formats… examples
An early bucket model
Advertiser
owned
Media owner revenues (brand-based)
Branded Content Native formats Paid / Paid for
c...
The law:
Consumer
Protection from
Unfair Trading
Regulations (2008)
Ad Industry
Regulatory Code:
CAP
Advertising
Standards...
Existing regulation for ‘native advertising’
1. The Consumer Protection from Unfair Trading Regulations 2008 states
that m...
Sponsorship is not covered by CAP
• A Partnership
• Subject is influenced by the
sponsor
• Created and signed off by
the m...
iabuk.net/contact
Get involved… Use your
membership or become a
member and contribute.
Contact: clare@iabuk.net
Presentation: A Framework for Native Begins with the Right Definition
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Presentation: A Framework for Native Begins with the Right Definition

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Native advertising and content marketing raise many issues that are not just ethical but legal and regulatory -- how ads are properly labeled and distinguished; what constitutes protected speech; proper use of trademarked property; and right of publicity. These questions become aggravated when brands become more entangled with content and when media companies themselves start creating ever more commercial content. The IAB gives its view.

Presenter
Clare O'Brien, Senior Industry Programs Manager, iab uk

Published in: Marketing, Business, Technology
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Presentation: A Framework for Native Begins with the Right Definition

  1. 1. This is a PowerPoint presentation 17 April 2014 Content and Native: establishing the framework for new digital advertising definitions Clare O’Brien, Senior Programmes Manager, IAB | April 1st, 2014
  2. 2. Out of the blue…..
  3. 3. Out of the blue….. iabuk.net/contact
  4. 4. Out of the blue….. iabuk.net/contact
  5. 5. And on opposite sides of the Atlantic….. iabuk.net/contact
  6. 6. Native definition Native advertising is 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 the function of the user experience in which it is placed. The advertiser's intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it. Wikipedia
  7. 7. Native definition Native advertising is 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 the function of the user experience in which it is placed. The advertiser's intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it. Wikipedia
  8. 8. US-driver: the iab’s Native Advertising Playbook responds rapidly
  9. 9. The IAB’s Content / Native Advertising working group
  10. 10. Definitions are an urgent requirement We need to establish clear disclosure standards so consumers know exactly what content is paid for by brands when they engage online
  11. 11. Paid-for-content? Dozens of scalable and customised advertiser opportunities Formatted advertising Editorial / UGC
  12. 12. De-muddying the waters • Definitions • Labels • Industry – what’s being traded • Consumer-facing – what people can understand when they are consuming media •A standardised framework for Disclosure
  13. 13. Ad formats… example
  14. 14. Paid / Paid for content… examples
  15. 15. Paid / Paid for content… examples
  16. 16. Native formats… examples
  17. 17. Native formats… examples
  18. 18. Native formats… examples
  19. 19. An early bucket model Advertiser owned Media owner revenues (brand-based) Branded Content Native formats Paid / Paid for content Advertising • Advertiser owned: conceived, made and managed • Eg website / app… Content elements (article, slides, video, app, social pages / sharing) • Contract publishing • Automated (scale) content / audience aggregators / content matching: • In-feed content • In-line • 3rd party recommendation tools • 3rd party curated / aggregated / amplified • ‘Content experience’ ads • Sponsored content (publisher made, looks like surrounding editorial – signed off by publisher) • Advertisement feature (signed-off by advertiser, managed by the publisher, best practice to distinguish from surrounding content – not always case) • Customised • Customised / Proprietary / Standard ad formats • Looks like an ad format – can be populated with dynamic, related content • Promoted listing
  20. 20. The law: Consumer Protection from Unfair Trading Regulations (2008) Ad Industry Regulatory Code: CAP Advertising Standards Authority (ASA) Statutory Regulator: OFCOM Trading Standards Board (TSB) Competition and Markets Authority (CMA) IAB UK: no formal stake, but we are working with industry to supplement the industry code with industry agreed good practice Statutory Regulator: Office of Fair Trading (OFT) Regulated by… Law is followed through… Regulated by… Is the legal backstop to… APRIL 2014 split between… How is this space regulated?
  21. 21. Existing regulation for ‘native advertising’ 1. The Consumer Protection from Unfair Trading Regulations 2008 states that marketing communications must not be disguised to the consumer. 2. The CAP Code – the advertising industry code that is independently administered and enforced by the Advertising Standards Authority (ASA) – states (rule 2.1) that marketing communications must be obviously identifiable as such. 3. As with all other advertising, the content of the marketing communication itself is regulated by the rules outlined in the CAP Code. www.iabuk.net/policy/briefings/the-consumer-protection-from-unfair-trading-regulations-2008. www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML.aspx www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML.aspx
  22. 22. Sponsorship is not covered by CAP • A Partnership • Subject is influenced by the sponsor • Created and signed off by the media owner • Regulated by the PCC (soon to be IPSO) • This is NOT Native Advertising and covered by the PCC (Independent Press Standards Organisation from 1st May)
  23. 23. iabuk.net/contact Get involved… Use your membership or become a member and contribute. Contact: clare@iabuk.net

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