Native, the new display

Native, The New Display
MAD//Fest London November 2018
Alex McIlvenny, VP Sales Europe @ Ligatus

Agenda
Intro
Native
Perceptions
Native
Done Right
What’s
holding us
back?
Where are
we going?
A few
handy
native tips

What is the most
common native drink in
London?
Beer

What is the most
common native bird in
London?
Pigeon

What are native
Australians referred to?
Aboriginie

What term is used to
describe some born in
the digital era?
Digital Native

What % of total digital
spend was content or
native based in UK in
2017?
28%

The digital advertising industry is still under transformation
Mobile 1st
Consumer
Empowerment
User, Content &
Data Technology
Duopoly

*http://www.adweek.com/digital/john-stevens-guest-post-decreasing-attention-spans/
**e-Marketer data collected from survey by marketing agency Omnicom Media Group
People’s attention
spans* are shorter:
In 2000
12sec.
In 2018
8sec.
9sec.
Average attention span
of a goldfish!
Did you know?
We are each bombarded with over
3,000 advertising messages per
day.***
The world has become noisier: more and more channels, marketing
messages and content compete for your consumer’s busy and limited
attention.

The explosion of content has led to the ultimate battle for
attention:
Did you know?
40% of users say they use ad-blockers
because they're “tired of being bombarded”
by ads!
LOSERS WINNERS
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So why are we still seeing this…?

Consumers expect and
want a better user
experience.
- Personalized
- Relevant
- Non-intrusive
- Qualitative

‘Social Native’ vs ‘Native Native’ – differences?!
It comes down to objectives, ultimately...
SOCIAL
- Being part of ‘community’
- Relationship to ‘an’ audience
- First party data / deterministic
algorithms
- User shared / likes
- Promoted account / trends
- Transactional
- ‘Limited’ Suppliers
- Noise
- Trust
- Different data attribution
NATIVE
- User experience / acceptance
- Seamless editorial integration
- Relationship to context
- Aesthetic / quality standards
- Third party data / semantic algos
- Slower introduction of formats
- Symbiotic Relationship (pub /
adv use)
- Content drives product
knowledge
- Brands becoming publishers

na·tive ad·ver·tis·ing
ˈnā-tiv ˈad-vər-ˌtī-ziŋ
(n.) A multi-device “video/image-title-text” non-
intrusive ad format that seamlessly integrates
into any publisher’s environment.
(v.) It grabs the attention of an already
engaged audience and directs it
towards other valuable brand assets.
Protects the entire user experience: non-
intrusive and is delivered through relevance
and context.
Driver of growth and value for all parties.
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Native placements should be organic…
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Adds new products such as tue native
video.
Respectful of
the User
More engaging especially on mobile where
85% of users feel more involved by advertising
integrated in the editorial feed.
The multi-purpose native module leverages
conversions as well as traffic and audience.
All powered by Programmatic
Supports both performance and branding
advertising strategies with proven
efficiency.
Why native advertising is the new GOLD

The AIDA model?
Today, the lines are blurred in the
traditional marketing funnel. You
need an integrated approach:
Through The Line (TTL) marketing.
Use our solutions for both
branding and performance
campaigns. This kind of marketing
delivers both a wide reach and a
focus on conversions.
Awareness
Desire
Interest
Action
BTL
ATL
TTL

Publisher’s are recognising the revolution…

…advertisers too, are taking note!

First PriceHeader Bidding
SSP
DSP
Meta SSP
Meta DSP
ITD
Guarenteed
Deal ID
PMP
Open RTB
DMP
Second Price
TD
Cross Device
Re-Engagement
Fixed Price
Floor Price
Privileged
Auction
First Look
Programmatic Native

OpenRTB3.0…
- Largest overhaul since programmatic inception
- Fighting against fraud – Ads.Cert
- Cleaning up the ecosystem
- Increasing processing speeds
- Increasing control
- Promoting organic digital growth
- Better support for native adoption

For the BEST NATIVE execution...
High Quality
Ensure your partners audit their
entire stack, constantly, both on
Demand and Supply
Content
Ensure your commercial content,
landing pages and all touch points
are Truthful, Genuine and
Authentic
Targeting
Ensure you’re not overloading the
potential delivery by putting too
much information and detail in
the campaign set ups
Questions
Never be afraid to ask stupid
questions! After all, we’re all still
learning...

Thanks for listening…
…any questions?

Be Bold.
Go Native!
What are you waiting for?
Alex McIlvenny
VP Sales Europe
alex.mcilvenny@ligatus.com | +44 (0) 7711 950922 | www.ligatus.com

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