IAB DIgital Masterclass

1. Native Ads
& Branded Content
IAB, Master Class, October 2019
Alexander Varov, NetInfo Sales & Products Portfolio Manager

4. Digital advertising in 4 steps
IMP
Reach, Format, Targeting
Clicks
CTR%, Engagements
Visit
Goal, Engagement
Conversion
CPA, Attribution

5. Digital Advertising Effectiveness
Reach &
Engagement
Engagement &
Conversions
Conversions &
Attribution
Attribution &
Automation

6. Who defines how. How defines Who.
New users w/o data New users with data
Retargeted users Customers

7. Where We Are?
A/B tests Audiences
Automation Lookalike
Data Driven

8. The Budget Box

12. Branded content types
• Branded topic
• Dedicated topic
• Insertion in listicle
• Mention in topic
• Articles and series
• Quizzes and games
• Social media feeds #
• Video
• Podcasts
• Live
• Established Media Brands
• Influencers
• Micro influencers
• Special issues
• Initiatives
• Video series
• Franchise

16. #withdad

17. Digital MarCom Content
Concept Production
Distribution
Reporting

18. Digital MarCom Content
Atractability Readability
Sharebility
Convertibility

19. Digital MarCom Content
Journey Story
Format
Call 2 action

26. Пишете
alexander.varov@gmail.com