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).

1. NATIVE ADVERTISING
13.05.2014

2. NATIVE ADVBANNER
NATIVE ADVERTISING CONTENUTO SPONSORIZZATO
RILEVANTE PER L’UTENTE NON INTRUSIVO

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. Youtube: TruView Twi er: Promoted Tweet Facebook: Promoted Post
NATIVE ADVERTISING ESEMPI SUI SOCIAL

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. LA SVOLTA IL FEED
(NATIVE ADV)

7. LA SVOLTA IL FEED
(NATIVE ADV)
2012 2013

8. WORDING
(NATIVE ADV)
NATIVE ADVERTISING
Pubblicità/Advertising
Promosso da
Sponsorizzato
Sponsorizzato da
Presentato da
In collaborazione con
Contenuto sponsorizzato
Suggerito da

9. Sharethrough - 2014
FEED HISTORY

10. NATIVE ADVERTISING ALTRI ESEMPI

11. NATIVE ADVERTISING ALTRI ESEMPI

12. NATIVE ADVERTISING ALTRI ESEMPI

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. 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. Sharethrough - 2014
NATIVE ADVERTISING IN FEED

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. Sharethrough - 2014
NATIVE ADVERTISING SEARCH

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. Sharethrough - 2014
NATIVE ADVERTISING RECOMMENDATION

20. NATIVE ADVERTISING
!
Recommendation Widget: è in un’area
delimitata al di fuori del feed.
RECOMMENDATION
Ti potrebbe interessare
Consigliati
Dal web
Raccomandati

21. Sharethrough - 2014
NATIVE ADVERTISING CUSTOM

22. NATIVE ADVERTISING SCENARIO
Triplelift - 2013

23. NATIVE ADVERTISING NUMERI
Bia-Kelsey / Adyoulike 2013

24. NATIVE ADVERTISING NUMERI
Adyoulike - 2013

25. NATIVE ADVERTISING NUMERI
IPG Media Lab - 2013

26. NATIVE ADVERTISING NUMERI
Sharethrough - 2013

27. NATIVE ADVERTISING NUMERI
IPG Media Lab - 2013

28. ESEMPI SUI SITI NYTIMES

29. ESEMPI SUI SITI FORBES

30. ESEMPI SUI SITI BUZZFEED

31. COSA PENSATE DEL NATIVE ADV?
LO PROPORRESTE? SÌ/NO/PERCHÈ?
PUNTI DEBOLI DEL NATIVE ADV?

32. NATIVE ADVERTISING IN ITALIA
13.05.2014

39. GRAZIE DELL’ATTENZIONE