Durante il 2020 abbiamo assistito ad un profondo cambiamento delle abitudini d'acquisto, molte delle quali continueranno ad essere presenti, in particolare durante il periodo di shopping più intenso dell'anno, dal Black Friday al Natale. Come può il Native Advertising supportare le pianificazioni digital per incentivare gli acquisti eCommerce? Quali sono gli strumenti e le best practice che i marketer dovrebbero adottare per catturare l'attenzione degli utenti? Oggi vi racconteremo le ultime tendenze di acquisto online in vista delle prossime festività, gli insight più rilevanti e le campagne pubblicitarie di successo come quella di Leroy Merlin

2. Maria De Matteo
Outbrain Team Lead, Brand Sales
eCommerce and Native
Adv: a winning combo to
boost this Holidays
Shopping Season
Paolo Pacifici
Leroy Merlin, Head of Media

3. Agenda
1.
Digital Advertising &
eCommerce landscape
2.
Native Advertising:
Why, What, Where, When
3.
Native Adv + Ecommerce:
the winning combo
4.
Leroy Merlin & Outbrain,
a success story

4. 1.
Digital Advertising
& eCommerce
Landscape

5. The eCommerce
keeps growing in
2021: +18% in Italy
*Osservatorio eCommerce B2c - School of Management del
Politecnico di Milano

6. 2021 online sales in
Italy will reach a
value of 38,6
Billions
*Osservatorio eCommerce B2c - School of Management del
Politecnico di Milano

7. 2021 Consumer Survey
Last year, we saw a profound shift in the way consumers
shopped for the holiday season, from Black Friday to
Christmas. For 2021, we can expect certain trends to carry
forward as e-commerce will remain the primary path to
purchase, alongside some pre-2020 shopping behaviors
coming back.
Outbrain surveyed more than 8,000 consumers worldwide,
across the United States, United Kingdom, Australia,
Germany, France, Italy, Spain and Israel, to help marketers
better understand how consumers will shop this year.
The responses were collected through an online questionnaire,
between 7/2021 and 8/2021, and each market had a minimal sample
of 1000 respondents.

8. Speed Is King
Speed of delivery has greater influence over a
consumer’s purchase decision than free or
discounted shipping, particularly in Italy.
We Recommend…
✚ leveraging delivery times as a conversion tactic in
your messaging. To get ahead of the Black Friday
rush and Cyber Monday rush and avoid backorders,
we recommend offering discounts in tandem with
speed of delivery.
UK
50%
AUS
52%
EU
53%
US
50%
UK
40%
IT
56%
AUS
40%
Global
52% Global
38%
EU
39%
US
43%
Free /
Discounted
Shipping
Speed of
Delivery IT
36%
Question: Does speed of delivery influence your purchase decision more than
free/discounted shipping? / The remaining percentages represent preference for the
option “Neither has an impact”

9. Online Path to Purchase
Especially in Italy, a majority of consumers plan to
shop both online and in-store for the Black Friday
period, but followed by a sizable proportion who
only plan to buy online.
We Recommend…
✚ prioritizing digital channels for traffic acquisition and
sales strategies. The digital experiences you provide
will either be where consumers start and end their
shopping journey, or act as a key influencer for
driving in-store traffic.
UK
46%
AUS
53%
IT
66%
EU
61%
US
55%
UK
48%
AUS
39%
IT
31%
Global
56% Global
38%
EU
33%
US
36%
Online &
In-Store
Online
Only
Question: Where do you plan to shop during Black Friday/Cyber Weekend? / The
remaining percentages represent preference for the option "In-store only".

10. Brand Values That
Encourage Purchase
The most important factors that encourage
purchase for Black Friday among Italians are
sustainability and brand accessibility.
We Recommend…
✚ making your brand accessible via a digital campaign
that reaches a large target audience. This gives
more consumers an opportunity to find out about
your brand’s sustainability initiatives, which helps
drive higher sales compared to competitors.
Brand Accessibility Sustainability Local Support
United States 63% 36% 43%
United Kingdom 49% 43% 43%
Australia 61% 42% 53%
Italy 52% 56% 39%
European Union 51% 53% 44%
Global 54% 47% 43%
Question: Which of the following brand values would encourage you to make a
purchase with a brand for Black Friday/ Cyber Weekend? / The remaining percentages
represent preference for the options "Brand that exhibits an innovative mindset" and
"Brand that supports diversity and inclusion"

11. 2.
Native Advertising:
Why, What,
Where, When

12. WHY

13. We don’t want to be
interrupted or
delayed

14. 75%
of test persons
cannot remember a brand
after seeing its ad
according to the IAB standard
Source: Sapio Research / Outbrain 2018

15. WHAT

16. How we define Native
Native advertising is the use of paid ads that match
the look, feel and function of the media format in which
they appear.
Unlike display ads or banner ads, native ads don't really
look like ads. They look like part of the editorial flow of the
page. Native ads are often found in social media feeds,
or as recommended content on a web page.
The key to native advertising is that it is non-disruptive - it
exposes the reader to advertising content without sticking
out like a sore thumb.

17. WHERE

18. +44% +21% +24%
The importance of a trusted environment
Compared to ads shown on social media platforms, ads shown on premium news sites are:
more likely to be trusted more likely to be clicked
more likely to lead to
future purchases
This is true across all markets and key e-commerce verticals.
Source: Lumen Research / Outbrain 2019

19. WHEN

20. “By 2025, we predict
Native will reach its
tipping point and be
the preferred form
of advertising.”

21. Last night…
Netflix recommended
On the way to the office…
Spotify recommended
While getting coffee…
CNN recommended
Powered by Outbrain

22. 3.
Native Adv +
Ecommerce:
the winning combo

23. Consumers
actually like it

24. • Higher
engagement
than traditional
Display
formats**
•+8.8%
* IPG Media Lab, 2017, **eMarketer, 2018, ***Oath, 2018
+53%
More consumers look
at Native Ad formats vs
banner ads*
Higher engagement
than traditional Display
formats**
+8.8%
Purchase intent after
clicking a Native Ad vs
a banner ad***
+15%
Smartads
simply work better.

25. Diversify
the Media Mix

28. Repurpose
your Social
creative assets

29. Repurpose your social ads for native

30. Best Practices
for the
Holiday Shopping Season

31. Creative Insights By Category
Your ad creative makes that first impression for your brand to stand out.
There’s a catchy headline, clear offer and call-to-action — but what type
of images makes for an effective and memorable campaign?
We Recommend…
Creative insights across important Black Friday verticals, based
on campaigns that generated the most clicks and revenue across
our platform!
People smiling and
browsing mobile
apps, discount rates,
and customers
testing products.
Home &
Lifestyle
Colorful imagery
of people smiling
and happy, product
close-ups.
Health
Product close-ups
and specs, people
using laptops, Black
Friday deals.
Technology
& Internet
Brand/store/product
close-ups, people
using apps, Black
Friday deals and
signs.
Entertainment
& Media
Product showcases,
ribbon to highlight
festive season.
CPG
Full vehicle close-ups
in scenic city
backgrounds.
Auto
Scenic landscapes,
colorful imagery,
limited time offers
and discounts.
Travel
Product close-ups,
limited time offers,
Black Friday signs.
Fashion &
Apparel
Close-ups of currency,
financial apps, people
holding bank cards.
Business &
Finance

32. Creative Christmas Spirit
No matter the vertical you work in, show timeliness and relevance
through imagery and tone that matches the positive feelings people
have related to Christmas.
We Recommend…
using lifestyle imagery instead of product shots, highlighting the
meaning of Christmas to your brand, all while getting shoppers
excited about your offers.
Background of
snow-covered
towns and cities
Close-ups of
smiling people
and families
Christmas-themed
decorations and
ornaments

33. 4.
Leroy Merlin & Outbrain,
a success story

34. Cucine
Deco
Target
Giovani
famiglie
Giardino
Target
PRO
Approccio Multi Funnel Digitale
● Azione in modalità personalizzata rispetto agli obiettivi
e caratteristiche del singolo servizio/mondo/famiglia
● Il funnel madre è il contenitore entro in quale verranno
allocati investimenti e tattiche utili al raggiungimento degli
obiettivi del gruppo.
● I funnel verticali saranno coerenti con i macro obiettivi
ma potranno lavorare in maniera semi-indipendente come
un sistema multivariabile.
● La molteplicità di strumenti digitali permettono un supporto
trasversale e dinamico
● Questo metodo può essere considerato anche per un periodo
pluriennale, prioritizzando una fase specifica per il singolo
anno, in coerenza con il piano a 3 o 5 anni
70%
20%
10%
AWARENESS
CONSIDERATION
CONVERSION
Smart TV+ Web Radio
CUCINE
SOCIAL + Native
SEA + Programmatic
+ Affiliation
40%
20%
10%
25%
5%

35. Outbrain Per Leroy Merlin
Risultati
La piattaforma Outbrain ci ha permesso di inserirla nel nostro approccio full-funnel dinamico, attivando la
fase di consideration liquida per lavorare su audience qualificate e portare traffico al sito.
Funzione
• Audience in-target
• Network premium
• Ampia reach
• Real-time optim.
• Cost per session ottimizzato
• Formati ingaggianti e traffic-oriented
• Formati non invasivi
• Sessioni con alta quota di conversion
• Retargeting di traffico a 360°
45k sessioni al sito
76% nuovi utenti
3 pagine viste per
sessione
1:42” avg time
spent
- 45% CPS
Awareness
Consideration
Conversion

36. Thank You!

37. About Outbrain

39. 225+
Product & Engineering staff
18
Dedicated sales teams and offices
55
countries operating in worldwide
The Strength of a Global Organization
behind you

40. The feed of the open web
Outbrain powers the feed experience of the
world’s most premium publishers.
95% Reach
1st on the Italian Market
21 MIO
Monthly Interactions
+300
Premium Publishers
Italy partnerships sample:
*Comscore, 2019, **Outbrain internal data, March 2019

41. Different solution for each KPI
CONVERT
Performance
IDENTIFY
Awareness
Instant Format
Clip
Image + Text
Native Display Native Social Native Video
Native Awareness+
ENGAGE
Consideration
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