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UNDERSTAND NATIVE
ADVERTISING
ON SOCIAL MEDIAAubry Parks-Fried - Senior Manager, Social + Native
#3Ton30
WELCOME TO
DIGITAL INSIGHTS
IN A LUNCH HOUR OR LESS
This month’s feature is native
advertising on social media
BEGINNER
EXPERIENCED
EXPERT
THIS WEBINAR IS RATED:
Senior Manager,
Social + Native
#3Ton30
AUBRY PARKS-FRIED
YOUR PRESENTER
WHAT IS NATIVE,
REALLY?
DEFINITION:
An advertisement that matches
the form and function of the
platform on which it appears.
#3Ton30
HOW OFTEN DO YOU USE
NATIVE ADSIN YOUR SOCIAL MEDIA PLAN?
As much as possible
When desperate for performance
Quarterly
Native what?
a
b
c
d
#3Ton30
#3Ton30
TRICK QUESTION!
0.8 1 1.3
2
2.7
3.4
1 1.3
1.9
2.7
3.9
5.7
2.9
5.6
7.5
9.2
10.7
11.9
$0
$5
$10
$15
$20
$25
2013 2014 2015E 2016E 2017E 2018E
BILLIONS
Sponsorship Native-Display Social
A SHIFT IN THINKING
(AND SPENDING)
Source: BI Intelligence
0.8 1 1.3
2
2.7
3.4
1 1.3
1.9
2.7
3.9
5.7
2.9
5.6
7.5
9.2
10.7
11.9
$0
$5
$10
$15
$20
$25
2013 2014 2015E 2016E 2017E 2018E
BILLIONS
Sponsorship Native-Display Social
A SHIFT IN THINKING
(AND SPENDING)
Source: BI Intelligence
#3Ton30
eMarketer:
Social and Native
are also the top two
most effective
ad units
WHERE DOES
NATIVE APPEAR?
#3Ton30
CustomIn-FeedPromoted
Listing
RecommendationSearchIn-Ad Display
IN-AD + NATIVE ELEMENTS
KEY PARTNERS
SEARCH + PROMOTED LISTING
KEY PARTNERS
RECOMMENDATION
KEY PARTNERS
IN-FEED
KEY PARTNERS
THE SOCIAL
SPHERE
SOCIAL AD SPEND
BY PLATFORM
Estimated global social spend for 2015
Twitter
14%
LinkedIn
5%
Social
Games
3%
Other
6%
Facebook
71%
Source: eMarketer 2015
72%
of adults online
are active Facebook
users
#3Ton30
DATACONTENT SCALABILITY
FACEBOOK
BY THE NUMBERS
Source: eMarketer 2015, Facebook
76%
The average user spends
157M active users
in the US
45+ MINS
logged in on mobile, daily
of Facebook’s ad
revenue comes
from mobile
30%of millennials say they check
in for news and information
several times a day
14%say they are checking
“constantly”
#3Ton30
FACEBOOK AD PRODUCTS
VISUALMOBILE DATA
INSTAGRAM
BY THE NUMBERS
Source: eMarketer 2015, Facebook:
75M
1 OUT OF EVERY 5
BRANDS ARE SEEING
MASSIVE ENGAGEMENT
LIFT ON THIS PLATFORM.
mobile mins is spent on FB or IG
70M
Up 108% since Q1 2014,
vs. 32% on Twitter
and 27% on Facebook. photos
uploaded daily
#3Ton30
active users
in the US
INSTAGRAM AD PRODUCTS
MOBILE CONVERSATION REAL-TIME
TWITTER
BY THE NUMBERS
34%
65M active users
in the US
of users log in
multiple times
a day
80% of users are
active on mobile
Almost half of the users come to the platform
solely to consume content and conversations.
Source: eMarketer, Twitter
#3Ton30
TWITTER AD PRODUCTS
SEARCHINSPIRATIONALVISUAL
PINTEREST
BY THE NUMBERS
Source: eMarketer, Shareaholic, Pinterest:
24%
47M active users
in the US
user growth rate
predicted through 2019
2ND website traffic driver
in the social space,
behind FacebookLARGEST
more likes than
those without
93%of users use the platform
to plan purchases
36%
Pins with prices get
#3Ton30
PINTEREST AD PRODUCTS
AWARENESSINSTANTSTORIES
SNAPCHAT
BY THE NUMBERS
100Mactive users
worldwide
10 MINS
The average user spends
of US 13-34 y/o smartphone
users are Snapchatters
6Bvideo views every day
60%
Generate
a day logged into the platform
Source: eMarketer, Snapchat
#3Ton30
SNAPCHAT AD PRODUCTS
THAT’S GREAT
AUBRY,
BUT WHAT
NOW?
Diversify placement with data-driven partners
that can help you meet your objectives.
Find a partner!
Know where your customers go and
be there with personalized messaging.
Be strategic.
Get to know your audience.
Understand how, what, and why they
consume on social.
Don’t view social or native as just one tactic
but more as an important part of a holistic plan.
Take a big-picture approach.
#3Ton30
NATIVE IS AN
IMPORTANT NEXT STEP
IN THE EVOLUTION
OF DIGITAL ADVERTISING.
THANK
YOU.
Aubry Parks-Fried
Senior Manager,
Social + Native
#3Ton30

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3Ton30: Understand Native Advertising on Social Media