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INSIDE 
NATIVE 
ADVERTISING 
2015 
TRENDS & INSIGHTS
2.9 
2.3 
Hours Spent Per Day 
1.5 1.6 
0.43 
Newspapers/Magazines Radio Online Via Desktop Watching TV Using Mobile Devic...
consumers not only dislike mobile ads, 
they consider them “unacceptable.” 
B U T T R A D I T I O N A L 
BANNE R S DON’ T ...
85% of mobile users are 
“visually engaged” with 
native ads presented in the 
stream of content 
2X more likely to say th...
Native Mobile Ads 
6XDELIVER 
higher conversions for 
brands versus 
traditional banner ads. 
*Rubicon Project, 7/14 www.t...
S P E N D I N G O N 
NAT I V E W I L L 
OUTPAC E D I S P L AY 
$14 
$11 
$7 
$4 
$0 
Native vs. Display Advertising Spend ...
M A R K E T E R S AG R E E N AT I V E 
I S VA LUA B L E & E F F E C T I V E 
0.7 
0.56 
0.42 
0.28 
0.14 
0% 
4% 
26% 
61%...
www.triplelift.com | Follow us on Twitter: @TripleLiftHQ 
$11.9 
Native Advertising Spend (Desktop & Mobile) 
$10.7 
$9.2 ...
T H E M A N Y F L AV O R S O F N AT I V E 
SOCIAL SPONSORSHIP NATIVE DISPLAY 
www.triplelift.com | Follow us on Twitter: @...
Conducted by the IAB with Edelman Berland, this scientific study on native advertising surveyed 
over 5,000 consumers and ...
TRIPLELIFT STUDIED REAL CAMPAIGNS TO UNDERSTAND 
Sticky is… 
! 
• Real eye tracking with real people 
• Visual measurement...
CONSUME R S PAY 
AT T ENT ION TO IN- F E ED, 
NAT I V E A D S M O R E 
T H A N BA N N E R S 
NATIVE AD EYE 
TRACKING STUDY...
F O R N AT I V E , I M A G E S 
S P E A K F O R T H E M S E LV E S 
AN AD’S 
IMAGE 18% 
80% 
20% 
AN AD’S 
COPY 
WHICH DO ...
times faster than text * 
Images are processed 600,000 
The brain can process images in 13 milliseconds 
* 
90% of the inf...
PRODUCTS 
Use products set in real environments vs. 
products pictured alone 
PEOPLE 
Use real life people in natural envi...
CONTENT 
K E Y E L E M E N T S O F A N E F F E C T I V E N AT I V E A D S T R AT E G Y 
SHARE WORTHY 
VALUABLE 
TRANSPAREN...
K E Y 
TA K E - AWA Y S 
MOBILE FIRST 
Consumers are surfing, shopping, and sharing on mobile in record 
numbers 
BETTER E...
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2015 State of Native Advertising - Trends and Best Practices

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Native advertising is no longer a buzzword for a flashy new form of digital advertising. If recent revenue forecasts are correct, it looks like native advertising will become a sound investment.

The 2015 State of Native Advertising provides a snapshot of marketing, advertising and consumer trends as it relates to the growth and use of native advertising in 2015 and beyond.

Published in: Business

2015 State of Native Advertising - Trends and Best Practices

  1. 1. INSIDE NATIVE ADVERTISING 2015 TRENDS & INSIGHTS
  2. 2. 2.9 2.3 Hours Spent Per Day 1.5 1.6 0.43 Newspapers/Magazines Radio Online Via Desktop Watching TV Using Mobile Device MOBILE REPRESENTS 35% OF TOTAL DAILY MEDIA CONSUMPTION M O B I L E M E D I A CONSUMP T ION I S SURGING *Source www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  3. 3. consumers not only dislike mobile ads, they consider them “unacceptable.” B U T T R A D I T I O N A L BANNE R S DON’ T WOR K ON MOB I L E *Harvard Business Review, 6/14 4out of 5 www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  4. 4. 85% of mobile users are “visually engaged” with native ads presented in the stream of content 2X more likely to say that they don’t care if content is an ad, as long as it is engaging *Yahoo Research, 10/14 CONSUME R S WANT B E T T E R E X P E R I E N C E S F R O M B R A N D S www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  5. 5. Native Mobile Ads 6XDELIVER higher conversions for brands versus traditional banner ads. *Rubicon Project, 7/14 www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  6. 6. S P E N D I N G O N NAT I V E W I L L OUTPAC E D I S P L AY $14 $11 $7 $4 $0 Native vs. Display Advertising Spend (Desktop & Mobile) 42% CAGR for Native $3.9 $5.7 $2.7 $1.9 Native Traditional $1.0 $1.3 $5.2 $5.3 $5.8 $6.1 $6.5 $6.4 2013 2014 2015 2016 2017 2018 Ads *Business Insider Intelligence estimates, Internet Advertising Bureau www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  7. 7. M A R K E T E R S AG R E E N AT I V E I S VA LUA B L E & E F F E C T I V E 0.7 0.56 0.42 0.28 0.14 0% 4% 26% 61% 7% 1 2 3 4 5 Least Valuable Most Valuable How Valuable is Native Advertising Compared to Other Forms of Advertising? *2014 Perceptions on The State of Native, TripleLift & The Industry Index, 6/14 www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  8. 8. www.triplelift.com | Follow us on Twitter: @TripleLiftHQ $11.9 Native Advertising Spend (Desktop & Mobile) $10.7 $9.2 $7.5 A L L F O R M S O F N AT I V E W I L L S E E M A S S I V E GROWTH Social Sponsorship Native Display $5.6 $2.9 $3.4 $2.7 $2.0 $1.3 $0.8 $1.0 $1.9 $2.7 $3.9 $1.0 $1.3 $5.7 2013 2014 2015 2016 2017 2018 *Business Insider Intelligence estimates, Internet Advertising Bureau Native display, the ads served in-feed across sites, will top $5.7 billion in 2018, up more than five-fold from $1 billion in 2013, a five-year CAGR of 42%.
  9. 9. T H E M A N Y F L AV O R S O F N AT I V E SOCIAL SPONSORSHIP NATIVE DISPLAY www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  10. 10. Conducted by the IAB with Edelman Berland, this scientific study on native advertising surveyed over 5,000 consumers and found that in-feed, sponsored content was more appealing and less intrusive than any other major paid media format. APPEALING / INTERESTING Most Appealing Forms of Online Advertising In-Feed Sponsored Content Video Ads Expandable Ads Banner Ads Pop Up Ads ANNOYING / INTRUSIVE more less more less W H Y I N - F E E D, NAT I V E D I S P L AY ? *Business Insider Intelligence estimates, Internet Advertising Bureau www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  11. 11. TRIPLELIFT STUDIED REAL CAMPAIGNS TO UNDERSTAND Sticky is… ! • Real eye tracking with real people • Visual measurement using webcams • Leveraged by Fortune 500 companies NAT I V E I N S I G H T 51%the amount of ads that are actually seen www.triplelift.com | Follow us on Twitter: @TripleLiftHQ HOW NATIVE ADS ARE SEEN VS. DISPLAY ADS
  12. 12. CONSUME R S PAY AT T ENT ION TO IN- F E ED, NAT I V E A D S M O R E T H A N BA N N E R S NATIVE AD EYE TRACKING STUDY PERCENT SEEN 46% 81% 88% Leaderboard Skyscraper In-Feed Native Ad TIME SEEN 0.7 1.2 2.2 Leaderboard Skyscraper In-Feed Native Ad *Sticky Eye Tracking Study of TripleLift Native Ad www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  13. 13. F O R N AT I V E , I M A G E S S P E A K F O R T H E M S E LV E S AN AD’S IMAGE 18% 80% 20% AN AD’S COPY WHICH DO YOU BELIEVE HAS THE BIGGEST EFFECT ON ENGAGEMENT? 82% TEXT IMAGES DO YOU SEE MORE SOCIAL SHARING WITH IMAGE, OR TEXT-BASED NATIVE? 70% 30% 30% 70% IMAGES TEXT WHICH OF THE FOLLOWING WORKS BEST ACROSS ALL SCREENS? *Digiday Agency Camp Survey, 6/14 www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  14. 14. times faster than text * Images are processed 600,000 The brain can process images in 13 milliseconds * 90% of the information sent to the brain is visual * T H E P O W E R O F I M A G E S *3M Consumer Study, 9/13 www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  15. 15. PRODUCTS Use products set in real environments vs. products pictured alone PEOPLE Use real life people in natural environments vs. models in posed, studio environments COPY Keep the headline under 150 characters and the caption under 300 characters K E E P T H E S E 3 S I M P L E T I P S I N M I N D W H E N U S I N G I M A G E S I N NAT I V E www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  16. 16. CONTENT K E Y E L E M E N T S O F A N E F F E C T I V E N AT I V E A D S T R AT E G Y SHARE WORTHY VALUABLE TRANSPARENT DISTRIBUTION TARGETED RELEVANT Leverage engaging images to accentuate the brand message Offer helpful or insightful messaging that resonates with consumers Provide a clear value proposition and identify message is an ad Reach an audience that shares an area of interest with the brand Bring utility, entertainment, or information to the site experience Ensure message matches the look INTEGRATED and feel of the content on the site www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
  17. 17. K E Y TA K E - AWA Y S MOBILE FIRST Consumers are surfing, shopping, and sharing on mobile in record numbers BETTER EXPERIENCES Consumers engage with native ads on mobile and don’t mind ads if they are appealing TREMENDOUS GROWTH Spending on native continues to rise and will eventually surpass traditional display EFFECTIVE FOR MARKETERS + CONSUMERS Consumers find in-feed native display more appealing and marketers agree it is a valuable form of advertising IMAGES SPEAK VOLUMES Image-based ads are more interesting for consumers, and more effective for marketers www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

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