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IAB Europe Webinar Deck: The Native Advertising & Content Marketing landscape in Europe

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This webinar showcases the development and implementation of online native advertising and content marketing across Europe.

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IAB Europe Webinar Deck: The Native Advertising & Content Marketing landscape in Europe

  1. 1. The Native Advertising and Content Marketing Landscape across Europe IAB Europe Webinar 14th February 2017
  2. 2. • Moderator: Alison Fennah, Executive Business Advisor, IAB Europe • Maeve O’Meara, Marketing Manager, IAB Ireland • Clare O’Brien, Head of Industry Programmes, IAB UK • Ludi Garcia, Chairman of Content & Native Advertising group, IAB Spain and Head of Digital and Tech Practices areas, Ketchum • Veera Sydänmaanlakka, Chairman of IAB Finland Native Advertising Task Force and Native Advertising Professional, A-lehdet Oy • Ömer Özener, Chief Operating Officer, Onedio and representing IAB Turkey Today’s speakers
  3. 3. • IAB Europe Native Advertising and Content Marketing white paper • Pan-European definitions • Native Advertising and Content Marketing in Ireland • Native Advertising and Content Marketing in the UK • Native Advertising and Content Marketing in Spain • Native Advertising and Content Marketing in Finland • Native Advertising and Content Marketing in Turkey 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. Native Advertising and Content Marketing in Ireland Maeve O’Meara, Marketing Manager, IAB Ireland
  8. 8. MAEVE O’MEARA, MARKETING MANAGER, IAB IRELAND 14TH FEBRUARY 2017 NATIVE ADVERTISING AND CONTENT MARKETING LANDSCAPE - IRELAND
  9. 9. IAB IRELAND PWC H1 2016 ONLINE ADSPEND
  10. 10. MOBILE ADSPEND OVER TOOK DESKTOP FOR FIRST TIME H1 2016 11% Increase in desktop on a like for like basis 67% Increase in mobile on a like for like basis Online Adspend, H1 2015 vs H1 2016
  11. 11. NATIVE ADVERTISING (DESKTOP & MOBILE) €36.6m* This represents 39% of total digital display advertising revenue up 129%on €16.0m in H1 2015 *Native advertising includes: ‘in-feed’ publisher controlled content, ‘in-feed’ advertiser controlled content, discovery/recommendation units and customised / innovation formats Source: IAB / PwC Digital Adspend H1 2016
  12. 12. 2016 • Native Council produced Guide to Native (end 2015) • Agreed Definitions & Disclosure Principles • Native Breakfast series - Brand / Marketing Managers present (2016 - Carlsberg, KBC Bank, Volvo, Bord Gais - Utility) • Presentations at annual conferences & other events: (2016 - Guardian Media, Maximum Media, Atomic, Tesco) • Native workshops IAB IRELAND PRIORITIES VIA NATIVE COUNCIL
  13. 13. DEFINING NATIVE
  14. 14. IAB IRELAND GUIDE TO NATIVE Disclosure Principles - signed up to by member publishers Native Advertising should be clearly and prominently labelled and readily recognisable as an Advertisement or as paid for content. The identity of the Advertiser should be apparent to the reader in the Advertisement or paid for content.
  15. 15. WHAT ADVERTISERS TELL US Native gives Advertisers: But you have to: Deeper Engagement Know your audience - who are you talking to? Better product awareness Provide your reader/viewer with value and be transparent Access to new audiences Bring media owners and other partners in as early as possible Freedom - to engage and interact Bring products / sponsorships / campaigns to life Measure against your KPI’s in a variety of ways - eg. Dwell time, click through, shares, social interactions
  16. 16. PRIORITIES 2017 - IAB IRELAND NATIVE COUNCIL • Raise the standard: ’Let’s do Native Better’ • Provide a toolkit for Native eg. project management, roles & responsibilities, time, costs • Measurement against campaign KPI’s / share measurable success stories • Encourage brands to commit more to native - A series is more effective than a once off! • Discussions on Social Influencers / fake news - opportunities / challenges for publishers • Will maintain what worked from last year: Breakfast series, Workshops, speakers at events • Promote and drive in our market IAB Europe publications, white papers, webinars, research etc • Ensure definitions and best practice is in line with European and Global IAB’s.
  17. 17. Native Advertising and Content Marketing in the UK Clare O’Brien, Head of Industry Programmes, IAB UK
  18. 18. Content & Native in the UK: market status and development 14/02/2017iabuk.net
  19. 19. Display reaches a third of digital in H1 2016 Category H1 2015 Share Search 51% Display 31% Classified 16% SOURCE: IAB / PwC Digital Adspend H1 2016 16.4 %
  20. 20. Content & Native is now 29% of display New for 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools.. New for 2015: Tablet is no longer in ‘other’ and is now folded into relevant categories within digital. Banners in social are no longer split out separately and are now folded into Banners.. SOURCE: IAB / PwC Digital Adspend H1 2016.
  21. 21. Mobile display overtakes desktop display £802 £762 Mobile Display Desktop Display £802m £762m SOURCE: IAB / PwC Digital Adspend H1 2016
  22. 22. £137.9m Note: growth rates are absolute (not like-for-like) SOURCE: IAB / PwC Digital Adspend H1 2016 Content & Native 45% mobile display…
  23. 23. SOURCE: IAB / PwC Digital Adspend H1 2016 Desktop/tablet Video Mobile Video
  24. 24. Key initiatives 14/02/2017iabuk.net
  25. 25. ©IABUK|LastupdatedMay2016|Version3.0 IAB UK Content & Native Definitions Framework Advertiser owned Media owner revenues (brand-based) Type Brand-owned content Publisher-hosted and/or made Native distribution ad units Owned Paid Paid Whatitis/Howitworks–typicalcharacteristics Advertiser owned and operated: conceived, made and managed e.g. website / app Content elements (article, slides, video, app, social pages / sharing) Contract publishing 1. Publisher*-controlled content (sometimes called ‘supported’ or ‘sponsored’) • publisher-made, looks like surrounding editorial, enabled by brand but may have been produced even without brand funding • publisher editorial control and sign-off 2. Advertiser-controlled commercial content (sometimes called ‘ad feature’ or ‘advertorial’) • can be made by publisher and/or brand • advertiser editorial control and sign-off 3. Joint publisher/advertiser-controlled commercial content (sometimes called ‘sponsored’ or ‘ad feature’) • can be made by publisher and/or brand, enabled by brand but may have been produced even without brand funding • publisher and brand editorial control Automated & programmatic (scale) content delivery. Examples include: • 3rd party aggregated • 3rd party curated • 3rd party discovery tools • 3rd party recommendation tools • In-ad (IAB standard ad formats)** • In-app • In-feed*** • Proprietary / bespoke ad formats • Promoted post
  26. 26. Basic ingredients for adding clarity Visual cue Label/description Clear visual demarcation
  27. 27. Native format Disclosure Guidelines parts 1 & 2 14/02/2017iabuk.net https://www.iabuk.net/resources/standards-and- guidelines/content-and-native-disclosure-guidelines-phase-1 http://www.iabuk.net/sites/default/files/Content %20%26%20Native%20Disclosure%20Guidance% 20-%20Phase%202%20.pdf
  28. 28. 14/02/2017iabuk.net Available to download here: http://bit.ly/2lLKsQJ
  29. 29. Thank you clare@iabuk.net @clareob 14/02/2017iabuk.net
  30. 30. Native Advertising and Content Marketing in Spain Ludi Garcia, Chairman of Content & Native Advertising group, IAB Spain and Head of Digital and Tech Practices areas, Ketchum
  31. 31. CONTENT & NATIVE ADVERTISING GROUP
  32. 32. CONTENT & NATIVE ADVERTISING GROUP IAB SPAIN • LUDI GARCIA, CHAIRMAN OF CONTENT & NATIVE ADVERTISING GROUP AT IAB SPAIN • HEAD OF DIGITAL AND TECH PRACTICES AREAS AT KETCHUM
  33. 33. SUMMARY • CONTENT & NATIVE ADVERTISING IN SPAIN • PROJECTS • CONTENT & NATIVE ADVERTISING WORKSHOP: CONCLUSION • STUDY OF SPANISH INTERNET USERS ABOUT CONTENT & NATIVE ADVERTISING • WHITE PAPER CONTENT & NATIVE ADVERTISING • FORMATS OF CONTENT AND NATIVE ADVERTISING
  34. 34. CONTENT & NATIVE ADVERTISING IN SPAIN
  35. 35. CONTENT & NATIVE ADVERTISING WORKSHOP • Roundtable about Case Study Advertisers • Workgroup with Advertisers, Media and agencies.
  36. 36. CONTENT & NATIVE ADVERTISING WORKSHOP • Roundtable about Case Study Advertisers • Workgroup with Advertisers, Media and agencies.
  37. 37. CONTENT & NATIVE ADVERTISING WORKSHOP • Roundtable about Case Study Advertisers • Workgroup with Advertisers, Media and agencies.
  38. 38. • TRENDING TOPIC AT TWITTER • +90 ASSISTANTS (ADVERTISERS, MEDIA & AGENCIES). • CONTENT TO CREATE WHITE PAPER CONTENT & NATIVE ADVERTISING IAB SPAIN CONTENT & NATIVE ADVERTISING WORKSHOP
  39. 39. WORK GROUPS • STUDY OF SPANISH INTERNET USERS ABOUT CONTENT & NATIVE ADVERTISING • WHITE PAPER CONTENT & NATIVE ADVERTISING • FORMATS OF CONTENT AND NATIVE ADVERTISING
  40. 40. CONTENT & NATIVE ADVERTISING GROUP THANKS!
  41. 41. Native Advertising and Content Marketing in Finland Veera Sydänmaanlakka, Chairman of IAB Finland Native Advertising Task Force and Native Advertising Professional, A-lehdet Oy
  42. 42. Media Advertising Spend 2016 Media Advertising Spend total 1.168 meur Magazines 75,1 meur 6,4 % Newspapers 338,6 meur… Freesheets 61,1 meur 5,2 % Television 253,1 meur 21,7 % Radio 61,1 meur 5,2 % Outdoor ads 49,6 meur… Cinemas 5,1 meur 0,4 % Digital Advertising 324,4 meur…
  43. 43. Online Ad Spend in Finland 2007-2016 113 149 180 204 221 219 240 264 286 324 0 50 100 150 200 250 300 350 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 meur Source: Kantar TNS and IAB Finland
  44. 44. Online ad spend 2016 Big international operators have total 46 % share of online ad spend. Meur growth-% Search total 100,2 4,8 Facebook 41,3 29,9 YouTube 7,8 18,2 Display (incl. native) 97,1 11,7 Instream video 17,9 17,0 Mobile 24,3 29,9 Classified 35,8 6,9 Online Ad Spend total 324,4 12,6 Source: Kantar TNS and IAB Finland
  45. 45. Native Advertising ad spend • IAB Finland’s estimate is that the Native Advertising ad spend to be approximately 10 % of Display ad spend • Native Advertising constantly gaining its share • Seems that Display also gets a lift from Native ads
  46. 46. What’s happening right now • Worry of integrity: first shock waves passed of journalism and commercial content colliding passed • Definitions • Markings & regulations • Measuring • Trends: inspiring content, videos and mobile
  47. 47. CONTACT Veera Sydänmaanlakka A-lehdet Veera.sydanmaanlakka@a-lehdet.fi @veerasydan
  48. 48. Native Advertising and Content Marketing in Turkey Ömer Özener, Chief Operating Officer, Onedio and representing IAB Turkey
  49. 49. Native Advertising Global Trends as we see it from Turkey 2017
  50. 50. Native Advertising Global Trends as we see it from Turkey 2017
  51. 51. More mobile, more social, more video
  52. 52. More mobile, more social, more video
  53. 53. More mobile, more social, more video Media consumption now happens on MOBILE devices, through SOCIAL media, in VIDEO format
  54. 54. Wider Adoption of Native Advertising Among Publishers Large Publishers like Buzzfeed, Vice, Conde Nast, New York Times led the growth in native advertising in US however not mid-to-small sized publishers are also starting their own native ad units and increasing the supply of branded content.  Also big publishers are investing even more in Native: New York times decided to enlarge its T-brand studio, Buzzfeed got investment from NBC, Conde Nast native ads already make up 15% of its revenue.  In Turkey, some traditional media companies also launched their own content marketing studios. However digital-first companies (Onedio) still dominates the market.
  55. 55. Native Advertising makes more of publishers revenue  According to the reports, 52% of publishers already offer native advertising as a service and another 37% are likely or most likely to add the option in the future. In addition, those who currently offer the service expect that 30% of their overall advertising revenues will come from native advertising in 2018, which is up from 19% in 2015.  In Turkey content marketing and native ad widgets are increasing source of income for publishers. Display market started to decline. Native Advertising Trends 2016 – The Magazine Industry
  56. 56. Native Advertising Spending will continue growing fast
  57. 57. More high quality content will drive engagement There will be a clear distinction vetween content recommendation networks (like Taboola, Outbrain etc.) vs. premium native content producers like Buzzfeed, New York Times. Higher content quality will drive more engagement and more native ad spending. Content recommendation networks offers scale but quality of content is often regarded as “poor” in Turkey. Newell Thompson VP, Content Marketing at FORTUNE
  58. 58. According to Boston Consulting Group, Native Advertising is clearly the Next Big Thing in Media Industry Media companies are not only being invited to play a role in the future of branded content, they are also being offered a big and multifaceted business opportunity if they do. Neal Zuckerman, partner and managing director of the Boston Consulting Group https://www.bcgperspectives.com/content/articles/media-entertainment-marketing- branded-content-growth-for-marketers-media-companies/?chapter=4
  59. 59. Best Practices & Hot Native Products
  60. 60. Links: http://www.toprankblog.com/2016/06/2016-native-advertising-trends/ http://www.adweek.com/news/technology/infographic-native-advertising-grows-despite-budget-and-transparency- concerns-162963 http://nativeadvertisinginstitute.com/wp-content/uploads/NAI-20-native-advertising-predictions-2016.pdf http://www.huffingtonpost.com/chad-pollitt/2016-native-advertising-t_1_b_10570340.html https://www.bcgperspectives.com/content/articles/media-entertainment-marketing-branded-content-growth-for- marketers-media-companies/?chapter=4
  61. 61. Q&A
  62. 62. 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 - Key Operational Considerations for Native Advertising and Content Marketing - Tuesday 28th 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
  63. 63. 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
  64. 64. 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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