Native Advertising - Master Uni La Sapienza (Economia)

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Lezione sul Native Advertising al Master and Skills SIDA presso la Facoltà di Economia dell'Università La Sapienza di Roma (UniRoma1).

Prima parte: Cos'è il Native Advertising
Seconda parte: Native Advertising in Italia (Multimag, Corriere della Sera, MSC / Fanpage.it / FORD)

autore: Pasquale Borriello, account director di ArtAttack (agenzia creativa di Roma).

Published in: Business, Technology
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Native Advertising - Master Uni La Sapienza (Economia)

  1. 1. NATIVE ADVERTISING 13.05.2014
  2. 2. NATIVE ADVBANNER NATIVE ADVERTISING CONTENUTO SPONSORIZZATO RILEVANTE PER L’UTENTE NON INTRUSIVO
  3. 3. ! Native Advertising
 ˈnātiv ˈadvərˌtīziNG ! Native advertising è una forma di advertising online che assume l'aspe o dei contenuti del sito sul quale è ospitata, cercando di generare interesse negli utenti. L'obie ivo è riprodurre l'esperienza utente del contesto in cui è posizionata, sia nell'aspe o che nel contenuto. Nello specifico, il Native Advertising è un metodo pubblicitario contestuale che ibrida contenuti e annunci pubblicitari all'interno del contesto editoriale dove essi vengono posizionati (sia dal punto di vista grafico sia dal punto di vista della linea editoriale), indicando chiaramente chi è l'inserzionista che 'sponsorizza' tale contenuto.
  4. 4. Youtube: TruView Twi er: Promoted Tweet Facebook: Promoted Post NATIVE ADVERTISING ESEMPI SUI SOCIAL
  5. 5. FUNZIONALITÀ FORMA Ha l’aspe o del contenuto del sito ospitante. L’esperienza utente è la stessa del resto del sito. Sharethrough - 2014 NATIVE ADVERTISING CARATTERISTICHE Le principali properties online già utilizzano il Native Advertising
  6. 6. LA SVOLTA IL FEED (NATIVE ADV)
  7. 7. LA SVOLTA IL FEED (NATIVE ADV) 2012 2013
  8. 8. WORDING (NATIVE ADV) NATIVE ADVERTISING Pubblicità/Advertising Promosso da Sponsorizzato Sponsorizzato da Presentato da In collaborazione con Contenuto sponsorizzato Suggerito da
  9. 9. Sharethrough - 2014 FEED HISTORY
  10. 10. NATIVE ADVERTISING ALTRI ESEMPI
  11. 11. NATIVE ADVERTISING ALTRI ESEMPI
  12. 12. NATIVE ADVERTISING ALTRI ESEMPI
  13. 13. 0 This paper provides the industry with a framework for thinking about and discussing current native advertising options with the goal of eliminating marketplace confusion and thereby helping sellers sell and buyers buy. Importantly, it also provides Recommended Industry Guidance for Advertising Disclosure and Transparency for ad units  most  often  described  as  ‘native.’ This will serve as the basis for future IAB initiatives in the native advertising space to provide greater clarity to the market. Anchoring this initiative will be a series of IAB industry workshops in 2014 focusing on the most pressing aspects of the native advertising ecosystem. December 4, 2013 THE NATIVE ADVERTISING PLAYBOOK SIX NATIVE AD CATEGORIES, SIX MARKETPLACE CONSIDERATIONS, AND IAB RECOMMENDED DISCLOSURE PRINCIPLES
  14. 14. IABIL FRAMEWORK THE CORE 6 QUESTIONS When evaluating native advertising options, marketers should ask six core questions to ensure that a unit  will  meet  the  brand’s  objectives: FORM  –  How  does  the  ad  fit  with  the  overall  page  design?  Is  it  in  the  viewer’s   activity  stream  or  not  in-stream?   FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it   is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a   video  page  or  story  among  stories,  or  is  it  different? INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the   surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or   are  new  ones  introduced?   BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,   section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of   targeting  is  available? FORMA FUNZIONALITÀ unit  will  meet  the  brand’s  objectives: FORM  –  How  does  the  ad  fit  with  the  overall  page  design?  Is  it  in  the  viewer’s   activity  stream  or  not  in-stream?   FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it   is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a   video  page  or  story  among  stories,  or  is  it  different? INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the   surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or   are  new  ones  introduced?   BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,   section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of   targeting  is  available? MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are   INTEGRAZIONE FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it   is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a   video  page  or  story  among  stories,  or  is  it  different? INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the   surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or   are  new  ones  introduced?   BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,   section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of   targeting  is  available? MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are   marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,   views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data   capture,  register,  etc.?) TARGETING FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it   is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a   video  page  or  story  among  stories,  or  is  it  different? INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the   surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or   are  new  ones  introduced?   BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,   section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of   targeting  is  available? MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are   marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,   views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data   capture,  register,  etc.?) MISURAZIONE INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the   surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or   are  new  ones  introduced?   BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,   section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of   targeting  is  available? MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are   marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,   views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data   capture,  register,  etc.?) DISCLOSURE  –  Is  the  disclosure  clear  and  prominent?    DISCLOSURE L’INDICAZIONE È CHIARA?
  15. 15. Sharethrough - 2014 NATIVE ADVERTISING IN FEED
  16. 16. NATIVE ADVERTISING IN FEED ! Endemic in-feed: è nel feed e punta ad una pagina-post.
 ! Linked In-feed: è nel feed e punta ad una pagina esterna al sito.
 ! In-feed: è nel feed e non punta ad altre pagine.

  17. 17. Sharethrough - 2014 NATIVE ADVERTISING SEARCH
  18. 18. NATIVE ADVERTISING ! Risultati: compaiono al di sopra dei risultati organici e sono venduti a performance (click).
 SEARCH ! Elenchi: compaiono nell’elenco degli altri prodo i e linkano ad una pagina speciale dedicata.

  19. 19. Sharethrough - 2014 NATIVE ADVERTISING RECOMMENDATION
  20. 20. NATIVE ADVERTISING ! Recommendation Widget: è in un’area delimitata al di fuori del feed.
 RECOMMENDATION Ti potrebbe interessare Consigliati Dal web Raccomandati
  21. 21. Sharethrough - 2014 NATIVE ADVERTISING CUSTOM
  22. 22. NATIVE ADVERTISING SCENARIO Triplelift - 2013
  23. 23. NATIVE ADVERTISING NUMERI Bia-Kelsey / Adyoulike 2013
  24. 24. NATIVE ADVERTISING NUMERI Adyoulike - 2013
  25. 25. NATIVE ADVERTISING NUMERI IPG Media Lab - 2013
  26. 26. NATIVE ADVERTISING NUMERI Sharethrough - 2013
  27. 27. NATIVE ADVERTISING NUMERI IPG Media Lab - 2013
  28. 28. ESEMPI SUI SITI NYTIMES
  29. 29. ESEMPI SUI SITI FORBES
  30. 30. ESEMPI SUI SITI BUZZFEED
  31. 31. COSA PENSATE DEL NATIVE ADV? LO PROPORRESTE? SÌ/NO/PERCHÈ? PUNTI DEBOLI DEL NATIVE ADV?
  32. 32. NATIVE ADVERTISING IN ITALIA 13.05.2014
  33. 33. GRAZIE DELL’ATTENZIONE

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