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IAB Europe Webinar Deck: Building more Meaningful Consumer Relationships with Online Native Advertising

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This webinar provides insight into how native advertising enables both publishers and advertisers to build more meaningful consumer relationships. It also outlines the key stakeholders involved in native advertising and content marketing and their key roles and responsibilities.

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IAB Europe Webinar Deck: Building more Meaningful Consumer Relationships with Online Native Advertising

  1. 1. Building more Meaningful Consumer Relationships with Online Native Advertising IAB Europe Webinar 7th February 2017
  2. 2. • Moderator: Alison Fennah, Executive Business Advisor, IAB Europe • Eloise Smart, Global Director Brand Strategy, BBC Storyworks • Libby Wright, Worldwide Content Lead, MediaCom Today’s speakers
  3. 3. • IAB Europe Native Advertising and Content Marketing white paper • Pan-European definitions • How native advertising enables meaningful consumer relationships • Stakeholders, roles and responsibilities Today’s agenda
  4. 4. IAB Europe Native Advertising and Content Marketing Task Force
  5. 5. IAB Europe Native Advertising and Content Marketing White Paper Content: • Introduction • How Native Advertising Enables Meaningful Consumer Relationships • Business Model • Native Advertising Distribution Formays • Guidance for Businesses on Applicable EU Rules • Operational Considerations • European Landscape • Conclusions • Case Studies • With thanks
  6. 6. Pan-European definitions • Native distribution ad formats: ad units used for the automated distribution of content at scale and that align to the style and format of the surrounding environment. • Content-based advertising: commercial content that is advertiser-controlled or jointly publisher/advertiser controlled (e.g. online advertorial, advertiser funded content or advertisement features) and is designed to fit with the format and style of the surrounding editorial content.
  7. 7. How native advertising enables meaningful consumer relationships Eloise Smart, Global Director Brand Strategy, BBC Storyworks
  8. 8. How native advertising enables meaningful consumer relationships Inspiring content Value and trust Transparency Consumer expectations
  9. 9. How native advertising enables meaningful consumer relationships Publisher perspective Branded Content On-network distribution (BBC News article pages) Off-network distribution (Social)
  10. 10. How native advertising enables meaningful consumer relationships A greater opportunity to be noticed A more sustainable mechanism A mechanism to segment audience needs and interests An opportunity to differentiate brand through service Advertiser perspective
  11. 11. Stakeholders, roles and responsibilities Libby Wright, Worldwide Content Lead, MediaCom
  12. 12. Stakeholders, roles and responsibilities Media Agency • Project management; media plan • Contact / liaison • Oversee content development • Review all deliverables • Manage data • Status updates
  13. 13. Stakeholders, roles and responsibilities Media Agency • Project management; media plan • Contact / liaison • Oversee content development • Review all deliverables • Manage data • Status updates Media Owner / Partner • Execution in response to media brief • Provision of delivery data/ reporting • Manage third party relationships • Ensure campaign delivery to timelines
  14. 14. Stakeholders, roles and responsibilities Media Agency • Project management; media plan • Contact / liaison • Oversee content development • Review all deliverables • Manage data • Status updates Media Owner / Partner • Execution in response to media brief • Provision of delivery data/ reporting • Manage third party relationships • Ensure campaign delivery to timelines Client • Briefing document • Provide feedback • Approval of all content • Input to development / production
  15. 15. Stakeholders, roles and responsibilities Media Agency • Project management; media plan • Contact / liaison • Oversee content development • Review all deliverables • Manage data • Status updates Media Owner / Partner • Execution in response to media brief • Provision of delivery data/ reporting • Manage third party relationships • Ensure campaign delivery to timelines Client • Briefing document • Provide feedback • Approval of all content • Input to development / production Creative agency • Provision of brand guidelines and logos • Create branded assets required • Feedback where appropriate
  16. 16. Q&A
  17. 17. Thank you & next steps Watch and share the webinar recording – this will be on our website in the next couple of days Register for the next webinar in the series - The Native Advertising and Content Marketing landscape across Europe - Tuesday 14th February 15.00 CET / 14.00 GMT Please provide your feedback in the survey at the end of this webinar Download the IAB Europe Native Advertising White Paper
  18. 18. Interact 23-24 May, Amsterdam The New Rules of Engagement! Early Bird rate: €850 exc. VAT www.interactcongress.eu MIXX Awards categories • Display Advertising • Mobile Advertising Video Advertising • Social Media • Search Advertising. • Native Advertising • Branded Content • Responsive Display Advertising • Virtual and Augmented Reality experience. • Campaign Effectiveness • Programmatic Advertising • Integrated Advertising • Effective Use of Data
  19. 19. IAB Europe is the voice of digital business and the leading European-level industry association for the interactive advertising ecosystem. Its mission is to promote the development of this innovative sector by shaping the regulatory environment, investing in research and education, and developing and facilitating the uptake of business standards. CONTACT Marie-Clare Puffett puffett@iabeurope.eu Business Programmes Manager, IAB Europe @iabeurope /iab-europe www.iabeurope.eu

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