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

1. The Native Advertising
and Content Marketing
Landscape across Europe
IAB Europe Webinar
14th February 2017

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. • 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. IAB Europe Native Advertising and Content
Marketing Task Force

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. 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. Native Advertising and Content
Marketing in Ireland
Maeve O’Meara, Marketing Manager, IAB Ireland

8. MAEVE O’MEARA, MARKETING MANAGER, IAB IRELAND
14TH FEBRUARY 2017
NATIVE ADVERTISING AND
CONTENT MARKETING
LANDSCAPE - IRELAND

9. IAB IRELAND PWC H1 2016 ONLINE ADSPEND

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. 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. 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. DEFINING NATIVE

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. 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. 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. Native Advertising and Content
Marketing in the UK
Clare O’Brien, Head of Industry Programmes, IAB UK

18. Content & Native in the UK:
market status and development
14/02/2017iabuk.net

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. 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. Mobile display overtakes desktop display
£802
£762
Mobile Display Desktop Display
£802m
£762m
SOURCE: IAB / PwC Digital Adspend H1 2016

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. SOURCE: IAB / PwC Digital Adspend H1 2016
Desktop/tablet Video Mobile Video

24. Key initiatives
14/02/2017iabuk.net

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. Basic ingredients for adding clarity
Visual cue Label/description Clear visual demarcation

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. 14/02/2017iabuk.net
Available to download here:
http://bit.ly/2lLKsQJ

29. Thank you
clare@iabuk.net
@clareob
14/02/2017iabuk.net

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. CONTENT & NATIVE
ADVERTISING
GROUP

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. 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. CONTENT & NATIVE ADVERTISING IN SPAIN

35. CONTENT & NATIVE ADVERTISING WORKSHOP
• Roundtable about Case
Study Advertisers
• Workgroup with
Advertisers, Media and
agencies.

36. CONTENT & NATIVE ADVERTISING WORKSHOP
• Roundtable about Case
Study Advertisers
• Workgroup with
Advertisers, Media and
agencies.

37. CONTENT & NATIVE ADVERTISING WORKSHOP
• Roundtable about Case
Study Advertisers
• Workgroup with
Advertisers, Media and
agencies.

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. WORK GROUPS
• STUDY OF SPANISH INTERNET USERS ABOUT CONTENT
& NATIVE ADVERTISING
• WHITE PAPER CONTENT & NATIVE ADVERTISING
• FORMATS OF CONTENT AND NATIVE ADVERTISING

40. CONTENT & NATIVE
ADVERTISING
GROUP
THANKS!

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. 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. 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. 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. 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. 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. CONTACT
Veera Sydänmaanlakka
A-lehdet
Veera.sydanmaanlakka@a-lehdet.fi
@veerasydan

48. Native Advertising and Content
Marketing in Turkey
Ömer Özener, Chief Operating Officer, Onedio and
representing IAB Turkey

49. Native Advertising Global Trends
as we see it from Turkey
2017

50. Native Advertising Global Trends
as we see it from Turkey
2017

51. More mobile, more social, more video

52. More mobile, more social, more video

53. More mobile, more social, more video
Media consumption now happens on
MOBILE devices, through SOCIAL media,
in VIDEO format

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. 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. Native Advertising Spending will continue growing fast

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. 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. Best Practices & Hot Native Products

64. 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

65. Q&A

66. 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

67. 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

68. 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