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Content is the new Advertising: perchè il Native non è (solo) una moda

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La presentazione tenuta dal nostro Claudio Vaccaro al Web Marketing Festival 2015 fornisce dati di mercato relativi al mercato dell'online advertising tradizionale e al fenomeno crescente del Native Advertising. La seconda parte della presentazione è dedicata alla piattaforma di Digital PR e Native Adv UpStory, creata dalla nostra agenzia per veicolare branded content. Chiudono la presentazione casi pratici di iniziative promozionali basate sul contenuto.

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Content is the new Advertising: perchè il Native non è (solo) una moda

  1. 1. Content is the new advertising: perché il native non è (solo) una moda Palacongressi Rimini, 19 Giugno 2015
  2. 2. OUR STORY.
  3. 3. 3@claudiovaccaro #wmf15 siamo una web marketing agency specializzata in content marketing e digital PR multi-obiettivo, multi-canale e multilingua. Chi siamo
  4. 4. 4@claudiovaccaro #wmf15 La nostra mission YOUR DIGITAL EMPOWERMENT. Aiutiamo le aziende a raggiungere i propri obiettivi di business pianificando e realizzando soluzioni digitali misurabili e sostenibili.
  5. 5. 5@claudiovaccaro #wmf15 Il nostro core: contenuti e PR 150 Clienti seguiti 25+ Mercati gestiti 9 Lingue coperte 90K Publisher contattati 10K Post ottenuti 15 Digital PR specialist
  6. 6. 6@claudiovaccaro #wmf15 I nostri clienti Gaming & Gambling Ecommerce & Booking Classifieds Media Offline & Online Consumer Goods PA & No profit Services & Utility B2B
  7. 7. CONTENT IS THE NEW ADV.
  8. 8. 8@claudiovaccaro #wmf15 Lo scenario del marketing è cambiato Img credits: Francesca Casadei
  9. 9. 9@claudiovaccaro #wmf15 Banner o contenuti? BANNER CONTENT BANNER High reach, low trust Low reach, high trust
  10. 10. 10@claudiovaccaro #wmf15 Display adv: alcuni dati 0,11%ClickThroughRatedisplayadv(mediamondo) Fonte: Google Doubleclick
  11. 11. 11@claudiovaccaro #wmf15 Display adv: alcuni dati
  12. 12. 12@claudiovaccaro #wmf15 Display adv: alcuni dati 2,25%InteractionRatedisplayadv(mediaworldwide) Fonte: Google Doubleclick
  13. 13. 13@claudiovaccaro #wmf15 Display adv: alcuni dati
  14. 14. 14@claudiovaccaro #wmf15 Display adv: alcuni dati 54%Deibannernonvienenemmenovisto Fonte: Comscore 2013
  15. 15. 15@claudiovaccaro #wmf15 Display adv: alcuni dati
  16. 16. 16@claudiovaccaro #wmf15 Display adv: alcuni dati ≈50%Deiclicksubannerdamobileèaccidentale Fonte: GoldSpot Media 2013
  17. 17. 17@claudiovaccaro #wmf15 Display adv: alcuni dati
  18. 18. 18@claudiovaccaro #wmf15 Display adv: alcuni dati 10%Deiconsumatorisifidadell’adv(mediaworldwide) Fonte: Forrester 2013
  19. 19. 19@claudiovaccaro #wmf15 Display adv: alcuni dati
  20. 20. 20@claudiovaccaro #wmf15 Display adv: alcuni dati 121B $Investimentiindisplayadvprevistinel2014(mondo) Fonte: ZenithOptimedia 2014
  21. 21. 21@claudiovaccaro #wmf15 Display adv: alcuni dati
  22. 22. 22@claudiovaccaro #wmf15 Native adv: alcuni dati +53%ViewratedeiNativeAdsrispettoagliadstradizionali Fonte: Dedicated Media 2013
  23. 23. 23@claudiovaccaro #wmf15 Native adv: alcuni dati +53%Intenzioned’acquistoNativeAdsrispettoagliads tradizionali Fonte: Dedicated Media 2013
  24. 24. 24@claudiovaccaro #wmf15 Native adv: alcuni dati 46%Deiconsumatoricredenellerecensionidegliutenti Fonte: Forrester 2013
  25. 25. 25@claudiovaccaro #wmf15 Native adv: alcuni dati 78%DeiCMOcredecheilcontentmarketingsiailfuturodel marketingstesso Fonte: Emarketer 2013
  26. 26. 26@claudiovaccaro #wmf15 Native adv: alcuni dati 44B $Investimentiincontentmarketingnel2014(mondo) Fonte: Custom Content Council 2013
  27. 27. 27@claudiovaccaro #wmf15 Native adv: alcuni dati +72%Diinvestimentiinbrandedcontent(mondo) Fonte: Mail Online 2013
  28. 28. 28@claudiovaccaro #wmf15 Native adv: alcuni dati +46%Diinvestimentiinbrandedcontent(Italia) Fonte: Università Cattolica 2013
  29. 29. 29@claudiovaccaro #wmf15 Permanenza 0 20 40 60 80 100 120 M0 M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 M13 M14 M15 M16 M17 M18 M19 M20 M21 M22 M23 M24 Content Lifetime Views VIEWS Content lifetime views = M1 x 5
  30. 30. 30@claudiovaccaro #wmf15 Conclusioni Investimenti in display adv ENORMI ma i consumatori: Non vedono l’adv Non interagiscono con l’adv Si fidano poco dell’adv e molto di contenuti autorevoli da fonti autorevoli Guardano e sono coinvolti di più e meglio con i contenuti Comprano di più se oltre all’adv c’è del contenuto CONTENT IS THE NEW ADVERTISING.
  31. 31. DIGITAL PR OR NATIVE?
  32. 32. 32@claudiovaccaro #wmf15 BRANDED CONTENT ONSITE OFFSITE EARNED (DIGITAL PR) PAID (NATIVE ADVERTISING) OWNED (CONTENT MKTG) Pubblicazione su sito, profili social o blog del Brand Pubblicazione naturale su siti, blog e profili social di terze parti Pubblicazione sponsorizzata su siti, blog e profili social di terze parti L’ecosistema dei branded content
  33. 33. 33@claudiovaccaro #wmf15 Tipologie di branded content VIDEO INFO CONTENT NEWS PRODUCT REVIEWS PHOTO STORIES
  34. 34. 34@claudiovaccaro #wmf15 SNACKABLE SHAREABLE SEARCHABLE ESCLUSIVO AUTOREVOLE RILEVANTE CONTESTUALE CREATIVO DNA del branded content ‘3S’
  35. 35. 35@claudiovaccaro #wmf15 Distribuzione: Digital PR (1/3) BRAND
  36. 36. 36@claudiovaccaro #wmf15 BRAND BRANDED CONTENT /INCENTIVE PUBLISHER/INFLUENCER CUSTOMER Inbound link Social signal SOCIAL SHARING View/Like Distribuzione: Digital PR (2/3)
  37. 37. 37@claudiovaccaro #wmf15 Targeting Brand audit Target selection Clusters definition Influencers’ scouting Development Content/PR strategy Creative concepting Content development Optimization Distribution Outreach/ Seeding Social Promotion Follow-up Management Measuring Campaign monitoring KPI tracking Tuning Reporting & Analysis Distribuzione: Digital PR (3/3)
  38. 38. 38@claudiovaccaro #wmf15 Contenuto Distribuzione ? Ma i risultati?
  39. 39. 39@claudiovaccaro #wmf15 Native Advertising!
  40. 40. 40@claudiovaccaro #wmf15 Qualche definizione… •  FORMA tipo di advertising online che assume l'aspetto dei contenuti del sito •  ESPERIENZA UTENTE non interrompe l'attività degli utenti perché diventa parte del contenuto, amplificandone il significato e catturando l'attenzione •  CONTESTO ibrida contenuti e annunci pubblicitari all'interno del contesto editoriale dove essi vengono posizionati •  TRASPARENZA indica chiaramente chi è l'inserzionista che 'sponsorizza' il contenuto •  OBIETTIVO essere meno intrusivo possibile in modo da aumentare la percentuale di click e interazioni sull'annuncio
  41. 41. 41@claudiovaccaro #wmf15 Ipse dixit “Un formato pubblicitario creato specificatamente per un determinato media sia dal punto di vista del formato tecnico sia dal punto di vista del contenuto (la creatività).” Mitch Joel
  42. 42. 42@claudiovaccaro #wmf15 Il “good native” “Good native advertising is when readers don’t care that it originated from a brand.” Kimberly Lau - General manager of The Atlantic Digital
  43. 43. 43@claudiovaccaro #wmf15 Lo scenario EDITORI (Condé Nast, Libero, Fanpage…) VIDEO PLATFORM (Teads, Mosaicoon…) ADV NETWORK (Ligatus, Outbrain…) SOCIAL ENGAGE
  44. 44. 44@claudiovaccaro #wmf15 Digital PR Vs. Native Digital PR Native Adv Costi Human-Intensive (fissi e non prevedibili) “Media” (variabili e prevedibili) Reach Fortemente legata alla qualità del contenuto Più indipendente dalla qualità del contenuto (ma la qualità generà “earned media”) Messaggio Più spontaneo e “accettato” Accettato solo se trasparente Risultati Non prevedibili Prevedibili e misurabili al 100%
  45. 45. 45@claudiovaccaro #wmf15 La nostra soluzione UpStory è il network di siti, blog e profili social che aiuta i Brand a promuovere contenuti verso la giusta audience, ottenendo risultati garantiti.
  46. 46. 46@claudiovaccaro #wmf15 UPSTORY BLOG/SITO/SOCIAL Come funziona NEW CAMPAIGN! Social Signals Click Views
  47. 47. 47@claudiovaccaro #wmf15 Network 2.500publisher indipendenti verificati
  48. 48. CASE STORIES.
  49. 49. 49@claudiovaccaro #wmf15 Il brand Trollbeads è un brand leader del settore jewellery. Produce gioielli componibili caratterizzati da un design inconfondibile: la creatività è uno dei suoi valori fondanti.
  50. 50. 50@claudiovaccaro #wmf15 L’esigenza NATALE 2014: Trollbeads lancia l’iniziativa speciale #Regalosbagliato (video guide divertenti per evitare il regalo sbagliato). TROLLBEADS VUOLE DARE VISIBILITA’ ALL’INIZIATIVA.
  51. 51. 51@claudiovaccaro #wmf15 MARKETING GOALS Awareness Incrementare la visibilità online del Brand o di un prodotto nel target di riferimento Reputation Migliorare la reputazione online del Brand o di un prodotto Traffic Acquisire traffico di qualità su un sito del Brand o su una pagina prodotto Lead Acquisire contatti interessati ai servizi o ai prodotti del Brand Sales Motivare e influenzare la decisione d’acquisto Gli obiettivi marketing
  52. 52. 52@claudiovaccaro #wmf15 I contenuti richiesti BRANDED STORY. PUBLISHER STORY. CO-CREATED STORY. Il publisher diffonde un contenuto del Brand, senza modificarlo Il Publisher produce un contenuto personale seguendo un Brief il Publisher rielabora e personalizza un contenuto del Brand BRANDED NEWS PROMOTED LIST PROMOTED REVIEW BRANDED VIDEO INFOCONTENT OPINION PHOTOSTORY EXPERIENCE IDEA
  53. 53. 53@claudiovaccaro #wmf15 Il formato Native scelto AWARENESS LEAD/SALES Post Post+DownloadPost+FormPost+Video Editorial Post + Infocontent Post+Call2Action EDITORIALBANNER REPUTATION TRAFFIC Video Expandable IntroVideo
  54. 54. 54@claudiovaccaro #wmf15 Il brief • Parla di una tua esperienza negativa con i “regali sbagliati” • Condividi i consigli di Trollbeads Italia • Condividi i video di Trollbeads
  55. 55. 55@claudiovaccaro #wmf15 I canali selezionati Blog Magazine Facebook Twitter Instagram Youtube
  56. 56. 56@claudiovaccaro #wmf15 Le categorie di publisher invitate
  57. 57. 57@claudiovaccaro #wmf15 La qualità dei siti coinvolti Premium Top High Medium
  58. 58. 58@claudiovaccaro #wmf15 Il budget a disposizione 10.000 €
  59. 59. 59@claudiovaccaro #wmf15 Risultati ECCO COS’È SUCCESSO… …IN 7GIORNI
  60. 60. 60@claudiovaccaro #wmf15 Promoted post 85 PUBBLICAZIONI SU BLOG E SITI IN TARGET.
  61. 61. 61@claudiovaccaro #wmf15 Promoted post ! 2 POST IN GOOGLE NEWS.
  62. 62. 62@claudiovaccaro #wmf15 Social amplification 100 TWEET CON HASHTAG #REGALOSBAGLIATO E LINK AL SITO
  63. 63. 63@claudiovaccaro #wmf15 Ma soprattutto… ! 36.000 VISITE AI POST 10.000 CLICK OTTENUTI Fonte: Google Analytics
  64. 64. 64@claudiovaccaro #wmf15 E per concludere IL 13,8% DELLE VISITE TOTALI AL SITO REGALOSBAGLIATO.IT SONO STATE GENERATE DA UPSTORY. Fonte: Google Analytics
  65. 65. 65@claudiovaccaro #wmf15 Case 4: Ford
  66. 66. 66@claudiovaccaro #wmf15 Case 4: Ford •  Budget: 30k •  300.000 video views •  60 sponsored post pubblicati •  120.000 posts views •  8.000 interazioni social
  67. 67. Grazie!@claudiovaccaro c.vaccaro@bizupmedia.com +39 329 4206081

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