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Dai Branded Content al Native Advertising: UpStory e Veesible per IAB Forum 2015

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Raggiungere reach, engagement e viewability con i contenuti (e ottenerne il massimo profitto) è possibile. Nella presentazione di UpStory e Veesible allo IAB Forum 2015, Claudio Vaccaro e Mirco Volpe hanno fornito dati sul mercato globale del Native Advertising e presentato le novità dell'offerta della piattaforma di branded content e Native Adv, www.UpStory.it

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Dai Branded Content al Native Advertising: UpStory e Veesible per IAB Forum 2015

  1. 1. Dai branded content al native advertising Raggiungere reach, engagement e viewability con i contenuti
  2. 2. 2 BizUp 150 Clienti seguiti 25+ Mercati gestiti 9 Lingue coperte 90 K Publisher contattati 12K Post ottenuti 15 Digital PR specialist Siamo una web marketing agency specializzata in content marketing e digital PR multi-obiettivo, multi-canale e multilingua.
  3. 3. 3 Veesible è la concessionaria pubblicitaria del gruppo TISCALI, nata nel 2000, che oggi rappresenta uno dei player più importanti dello scenario digital Italiano. HISTORY tradizione e passato di Tiscali Adv EXPERTISE conoscenza del mercato da 15 anni 379 Clienti attivi 19 Settori Merceologi ci 49% active reach – 14MIO UB/Mese 2,4M LD Imps erogate ogni mese 45% Mobile Active Reach 2,9MI O Video views/mes e tra instream e outstream Fonti: Elaborazione dati interni, di Audiweb View - media ultimo trimestre 2015, di Adserving – Dot’N’Ads - media ultimo trimestre 2015 RELATIONSHIP Crediamo nelle persone e valorizziamo i talenti PREMIUM CONTEXT un Network guidato dalla qualità degli Editori che ne fanno parte
  4. 4. 4 La Partnership Da sempre NATIVEE, la partnership con Bizup abbraccia a pieno la NOSTRA visione sul Native e ne consolida la proposizione, attraverso 3 main pillar:CONTENT AS A NEW ADVDISTRIBUTIONPERFORMANCE
  5. 5. CONTEXT IS THE NEW KING.
  6. 6. 6 Una domanda PERCHÉ FACEBOOK GENERA 2 / 3 DEI RICAVI DA MOBILE?
  7. 7. 7 Il mondo è cambiato SOCIAL + MOBILE: CONTEXT IS THE NEW KING? • Non è l’anno, è il SECOLO del mobile • Gli utenti navigano in “verticale” (29% del consumo dei media) • I Social mantengono gli utenti immersi in uno stream continuo di contenuti
  8. 8. 8 L’adv su mobile • eCPM medi bassi • Click accidentali • Esperienza utente non “affine” al contesto MOBILE ADVERTISING: UN’OPPORTUNITÀ “MANCATA”?
  9. 9. 9 Nuove minacce all’orizzonte • Crescita esponenziale degli Ad-Blocker • Tema viewability • I giganti (Apple iOS9, Facebook Instant Article, Google Amp) cercano di mantenere gli utenti nei loro ecosistemiCOME AFFRONTARLE?
  10. 10. 10 Maggiore visibilità dei contenuti COME CATTURARE L’ATTENZIONE DELL’UTENTE?
  11. 11. 11 Ma le capacità sono scarse… 8.2 5 SECONDI Fonte: Statistic Brain Research Institute
  12. 12. 12 La nuova sfida ENGAGEMEN T RILEVANZA CONTESTO FORMA
  13. 13. 13 La soluzione a tutte le domande… NATIVE ADVERTISING
  14. 14. 15 Cos’è il native advertising? Annunci pubblicitari basati su contenuti che: Assumono la forma del contesto in cui sono inseriti Ereditano la funzione della piattaforma in cui vivono Non interrompono la navigazione dell’utente Sono rilevanti per l’utente NATIVE IS A NEW ADVERTISING
  15. 15. 16 Niente di nuovo in realtà
  16. 16. 17 Niente di nuovo in realtà
  17. 17. 18 Niente di nuovo in realtà
  18. 18. 19 Niente di nuovo in realtà
  19. 19. 20 BRANDED CONTENT ONSITE OFFSIT E EARNE D (DIGITAL PR) PAID (NATIVE ADVERTISIN G) OWNED (CONTEN T 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 del Branded Content
  20. 20. 21 Native Vs. Branded content? Content marketing Una strategia “owned” Branded content Il prodotto di una strategia Native Advertising L’amplificazione “paid”
  21. 21. 22 I formati Iab Standard In-Feed Paid Search Recommendation Widget Promoted listings
  22. 22. 23 I formati Iab Standard In-Ad Custom
  23. 23. 24 Custom: Sponsored post BLOG POST • Obiettivo: awareness, reputation VIDEO SEEDING • Obiettivo: awareness, engagement POST + BRANDED CONTENT • Obiettivo: engagement POST + CALL TO ACTION • Obiettivo: traffic, engagement SOCIAL POST • Obiettivo: awareness, reputation SOCIAL POST + LINK • Obiettivo: traffic
  24. 24. 25 + IMPATTO (Rich Media) Obiettivi diversi, tool differenti COMPLEXITY FRAGMENTA TIONLESS ATTENTIONMICRO-MOMENTS DIFFERENTI OBIETTIVIDIFFERENTI STRUMENTI DISPLAY ADVERTISING NATIVE ADVERTISING + HARD SELLING STORYTELLING + + ISTITUZIONALE AUTENTICO + ATTENTION +
  25. 25. 26 Native + Display 0 2 2 1 3 3 26 51 38 66 Unaided Brand Recall Aided Brand Recall Control=310; Display Ad n=320; Branded Content (Without Display) n=345, Branded Content (Brand Authored With Display) n=324 Pairing Display With Branded Content Boosts AwarenessAwareness Metrics So, What Happens When Display is Added? 1. Es. di Branded Content senza Display Control 2. Es. di Branded Content con Display Display Ad Branded Content (Without Display) Branded Content (With Display) Source: IPG Media Lab. Proprietary & Confidential
  26. 26. 27 Il panorama si affolla ©"LUMA"Partners"LLC"2015"1" Content Curation Advocate Platforms CONTENT&MARKETING&/&NATIVE&LUMAscape& M A R K E T E R Social Marketing Management In-Feed Advertising Platforms Social Branded Video App Integration Early Adopters Social Networks Content Recommendations Inventory Creation Video Content Marketing Agency Content Content Creation AI Content Creation Content Planning & Amplification Vertically Integrated Network Denotes acquired company Denotes shuttered company Mobile-First Commerce Content Analytics / Intelligence Brands as Publishers " " Search Promoted Listing C O N S U M E R Publishers In-Feed Exchanges Native Ad Platforms Gemini Gemini Outsourcing
  27. 27. 28 E ci guadagnano tutti
  28. 28. 29 Una gigantesca opportunità Investimenti in native advertising nel mercato USA: 20 MILIARDI DI DOLLARI
  29. 29. UPSTORY.
  30. 30. 31 La nostra soluzione UpStory è il network di siti, blog e profili social che aiuta i Brand a promuovere contenuti verso la giusta audience e i publisher a monetizzare la propria inventory con contenuti e formati native.
  31. 31. 32 Native a 360° 360°NATIVE. is… SPONSO RED POST SOCIAL ENGAGE NATIVE ADS VIDEO ADV MOBILE ADV
  32. 32. 33 Inside UpStory TECHNOLOGY NETWORKCREATIVITY Una piattaforma tecnologica in grado di misurare, analizzare e prevedere i risultati delle campagne native, individuando il migliore pubblico. Un ampio bacino di siti e profili social (di nicchia e premium) che consente di contattare la giusta audience Un team capace di sviluppare strategicamente contenuti creativi brandizzati ad alto tasso di engagement
  33. 33. 34 Network 3.500publisher indipendenti 12Mfan totali delle nostre pagine Facebook 2Mfollowers totali dei nostri profili Twitter 50Mpagine viste mensili dei blog del Network
  34. 34. 35 Canali Blog Magazine Facebook Twitter Instagram Youtube INFLUENZA MULTICANALE
  35. 35. 36 BRANDED CONTENT GOALS Awareness Incrementare la visibilità online del Brand o di un prodotto nel target di riferimento Reputation & Influence Migliorare la reputazione online del Brand o di un prodotto e influenzare le decisioni d’acquisto Engagement Incrementare il coinvolgimento degli utenti Traffic Acquisire traffico di qualità su un sito del Brand o su una pagina prodotto Obiettivi marketing
  36. 36. 37 CLICK ACTIONS POST Payout model Contenuto Distribuzione VIEWS BRANDED CONTENT A PERFORMANCE.
  37. 37. 38 Sponsored story: formati POST • Obiettivo: awareness, reputation • Payout: CPP (cost per post), CPPV (cost per posts view) VIDEO • Obiettivo: awareness, engagement • Payout: CPV (cost per view) POST + BRANDED CONTENT • Obiettivo: engagement • Payout: CPI (cost per interaction) POST + CALL TO ACTION • Obiettivo: traffic, engagement • Payout: CPI (cost per interaction) SOCIAL POST • Obiettivo: awareness, reputation • Payout: CPP (cost per post) SOCIAL POST + LINK • Obiettivo: traffic • Payout: CPC (cost per click)
  38. 38. 39 Il Brief CO-CREATED CONTENT
  39. 39. 40 Misurazione UPSTORY ANALYTICS POST BLOG POSTS SOCIAL POSTS AUDIENCE POSTS VIEWS VIDEO VIEWS SOCIAL REACH ENGAGEMENT POSTS CLICK SOCIAL CLICK INTERACTIONS (Comments, Social Share…) PERFORMANCE-DRIVEN DISTRIBUTION.
  40. 40. 41 Dashboard MONITORAGGIO REAL-TIME DELLA CAMPAGNA CONTENT
  41. 41. WHAT’S NEXT?
  42. 42. 43 UPSTORY NATIVE ADSERVER & INTEGRATED MONETIZATION PLATFORM PUBLISHER CREATIVE OPTIMIZATION AD-SERVING YELD MANAGEMENT REAL TIME ANALYTICS Novità: Native technology 100% NATIVE FOCUS: FORMATS INTEGRATION
  43. 43. 44 Formati native: UpFeed (desktop) Creatività: testo + immagine o video Goal: Awareness Payout: CPM
  44. 44. 45 Formati native: UpFeed (mobile) Creatività: testo + immagine o video Goal: Awareness Payout: CPM
  45. 45. 46 Formati native: UpVideo Creatività: video autoplay (only >50%), audio off Goal: Awareness Payout: CPM
  46. 46. 47 Formati native: UpContent Creatività: testo + immagine (only if >50%) Goal: Traffic Payout: CPC
  47. 47. CASE STORIES.
  48. 48. 49 Brands love UpStory!
  49. 49. 50 FORD: IL PIU’ BEL VIAGGIO 60 POST CON VIDEO 140.000 VIEWS 100 TWEET 8.000 SOCIAL INTERAC T
  50. 50. 51 GIUNTI: IL LIBRO DEL MALE 40 RECENSI ONI 10.000 VIEWS 500 SHARE 5 RISULTATI GNEWS
  51. 51. 52 KIA: SOUL MUST GO ON 21 POST CON VIDEO 5 POST IN GNEWS 100 TWEET 17.000 VIEWS
  52. 52. 53 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
  53. 53. Grazie! address: 20134 Milano, Viale Forlanini 23 phone: +39 02 30901230 mail: info@veesible.it website: www.veesible.it

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