Adaptly - DDM Alliance Summit Marketing on Facebook


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The Evolution of Native Advertising

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Adaptly - DDM Alliance Summit Marketing on Facebook

  1. 1. The Evolution of Native Advertising Franklyn Martin, VP Strategic Accounts June 2014
  2. 2. What the f*** is native advertising ???
  3. 3. Native Advertising Def. 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 function of the user experience in which it is placed.
  4. 4. • Native Advertising Examples • Native Advertising Definition Why are we talking about ‘Native’ now ?
  5. 5. 1) Shift in people’s behaviour.
  6. 6. Q4 2011 2000 2004 2008 2012 1,200,000,000 800,000,000 400,000,000 Personal computer Tablet Smartphone Source: Business Insider Global Internet Access Device sales chart, Jan 2013 Smartphone Adoption
  7. 7. Source: Comscore Media Metrix, July 2012 — July 2013 July 2012 July 2013 8:12 7:18 15:45 5:51 A Seismic Shift to Mobile
  8. 8. Time spent in mobile applications, not internet browsers. Source:: Mobile Total Monthly Minutes, comScore, September 2013
  9. 9. 2) Explosion of new, non-standard advertising opportunities.
  10. 10. What does this mean for brands and marketers ?
  11. 11. 63% of brands feel native ads increase customer engagement with their messages (Yahoo!)
  12. 12. Business Objective Ticket Sales Marketing Objective Get people excited about Paris Target Audience ABC1 Adults in London
  13. 13. STORIES ARE WAITING #WhenInParis Get People Excited About Paris Leverage Facebook & Twitter video ads to deliver reach & frequency alongside TV Reach & Frequency Video Views Engagement OBJECTIVE STRATEGY KPIs
  14. 14. NATIVE VIDEO #WhenInParis Powered by : Facebook’s Page Post Video Twitter Promoted Tweets with Youtube Video
  15. 15. Over 20m ABC1 Adults saw the TV ad at least once. Facebook reached over 5M users in London at a frequency of 3. Facebook drove over 169,000 video views with the new Page Post Video Ad reducing CPV by 85% The campaign delivered over 488k engagements, with an average engagement rate of 3% RESULTS #WhenInParis Twitter TV Targeting delivered unprecedented engagement rates of up to 7%
  16. 16. Planning Native Advertising. How will we measure success ? How can we communicate our message ? Who is our target audience and where are they ? What are our objectives ?
  17. 17. Thanks !