1. Native advertising has experienced phenomenal growth in recent years, increasing over 340% from 2014 to 2018. 2. Native advertising generates a significant portion of revenue for many publishers, accounting for 100% of Buzzfeed's revenue, 30% of Forbes' digital ad revenue, and 50% of Huffington Post's total revenue. 3. Native advertising can be traced back over 100 years through early examples like Michelin guides and soap operas, but has seen renewed popularity as a way to deliver compelling content seamlessly within a user's normal media consumption.

1. Native Advertising | MIC 2015
Arthur Hoffman – CEO Digital, Sanoma

2. Native advertising is hot: phenomenal growth in the US
is set to continue
2018
$5,7B
2014
$1,3B
+340%
Source: Business Intelligence

3. Native advertising is big business for publishers
3
Buzzfeed:
100%of all revenue
Forbes:
30%of digital ad revenue
Huffington Post:
50%of all revenue

4. 4
What is native advertising?
“Paid ads that are so cohesive with
the page content, assimilated into the
design, and consistent with the
platform behavior that the viewer
simply feels that they belong”
- IAB Native Task Force

5. Example: Orange is the New Black, New York Times for
Netflix
5

6. 1. Native advertising dates back over 100 years
2. Native advertising performs better on mobile than on
desktop
3. The smartest marketers use ad impressions to assess native
advertising campaigns
6
Audience poll – true or false?
PRIZE = €50K native campaign with NU.nl

7. 1. Native advertising dates back over 100 years
2. Native advertising performs better on mobile than
on desktop
3. The smartest marketers use ad impressions to
assess native advertising campaigns
7
Audience poll – true or false?
TRUE

8. The Michelin Guide, to compel drivers to use up their
(Michelin) tyres, was started in 1900

9. 9
‘Soap Operas’ started in the 1930s as native advertising
radio shows targeting housewives with cleaning products

10. 10
Why now?

11. 11
Native advertising, when done
well, serves compelling
content into the natural flow
of media consumption

12. 1. Native advertising dates back over 100 years
2. Native advertising performs better on mobile than
on desktop
3. The smartest marketers use ad impressions to
assess native advertising campaigns
12
Audience poll – true or false?
TRUE

13. Native advertising performs better on mobile than
desktop, and even better on tablet
13
SMARTPHONE TABLET DESKTOP
.38% CTR
85 HOURS
.51% CTR
26 HOURS
.13% CTR
87 HOURS
Average CTR and total viewing hours based on 1 Billion ad impressions

14. Why? Native ads on mobile command a greater share of
the screen, with fewer distractions, to capture attention
14
10% of screen 30% of screen

15. 1. Native advertising dates back over 100 years
2. Native advertising performs better on mobile than
on desktop
3. The smartest marketers use ad impressions to
assess native advertising campaigns
15
Audience poll – true or false?
FALSE

16. 16
Native ad metrics can demonstrate real engagement.
Example: The New York Times, The Imitation Game
CURRENCY
AD IMPRESSIONS
CTR
PAGE VIEWS
VIEW TIME
SCROLL SPEED
INPUT RATE
DEGREEOFENGAGEMENT

17. A message on native advertising from Meredith Kopit
Levein, VP of Advertising at the New York Times

18. And finally: Sanoma’s top 5 tips for successful native ads
2. Make content compelling: educate the consumer on the issue
3. Make it visual and preferably interactive
4. Gamify – make it fun!
1. Context is king (content is now queen)
5. Differentiate them. Don’t try and trick the reader

19. And finally: the winner is….