Native advertising is coming of age. If 2016 was the year in which “everyone came to the table”, as one expert puts it, 2017 will be the year in which native advertising might truly scale and increase in creativity as well as in transparency.
That’s the message binding together the 23 experts which Native Advertising Institute has asked to take a look into the future in order to predict how the coming year will affect native advertising.
The predictions included in the e-book ’23 Predictions for Native Advertising in 2017′ cover all areas of native advertising and answers your questions regarding:
How Native Ad Studios will evolve?
If marketers will embrace native advertising and how?
How native advertising will scale?
What labelling in native advertising will look like?
Which new creative technologies such as live video, VR, 360 degree video will affect native advertising.
What is Native Advertising by IAB (Interactive Advertising Bureau)Piyush Pankaj
Native advertising has emerged both as an exciting new way for digital marketers to engage with the consumer, and as a new source of advertising revenue for publishers. “What is native advertising?” is a question that the industry has, almost frantically, been looking to answer since the term was first coined. While countless definitions have been proposed by nearly every industry insider, company, and journalist, no universally agreed-upon one has surfaced. This is because, to a large extent, native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer.
A great guide by IAB (Interactive Advertising Bureau. www.iab.net)
Though display advertising is the most famous and sought after advertising technique, a few facts are ignore by advertisers. This deck helps understand those factors and suggest an alternative approach, native advertising.
What is Native Advertising by IAB (Interactive Advertising Bureau)Piyush Pankaj
Native advertising has emerged both as an exciting new way for digital marketers to engage with the consumer, and as a new source of advertising revenue for publishers. “What is native advertising?” is a question that the industry has, almost frantically, been looking to answer since the term was first coined. While countless definitions have been proposed by nearly every industry insider, company, and journalist, no universally agreed-upon one has surfaced. This is because, to a large extent, native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer.
A great guide by IAB (Interactive Advertising Bureau. www.iab.net)
Though display advertising is the most famous and sought after advertising technique, a few facts are ignore by advertisers. This deck helps understand those factors and suggest an alternative approach, native advertising.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
We’ve been talking about getting rid of Flash for years. Unfortunately, that’s all we seemed to be doing. Then at the beginning of this year things began to happen. YouTube made HTML5 their default player. Google Chrome began testing a beta version of their browser that paused non-essential Flash content. Oh. And there was that whole security debacle.
In what seems like a few short months the end of Flash was declared. Chrome rolled out their beta Flash blocking feature to alpha on September 1st. And Flash was officially done as a tool for advertising. Ian Hewetson, of Eyereturn Marketing, reports that they’ve seen Flash ads go from 80% of all inventory to just 20% in the last two months*.
To say goodbye to Flash we hired award-winning comedian Steve Patrick Adams to give it a proper send off**. We hope this reminds you of the good times but also makes it a little easier to move on. Goodbye Flash.
* http://mediaincanada.com/2015/08/31/blog-are-you-ready-for-the-death-of-flash
** Steve recently became a father and that may have influenced his choice of style.
Thom Clark jobber som Head of video i iProspect Play UK. Under Digital Performance 6.april holdt han foredrag om hvordan video bør brukes i en lønnsom data driven marketing-strategi.
Google makes more than 500 algorithm updates a year. LinkedIn now offers more ways to connect with sales prospects than ever before. Keeping track of the changes in digital marketing can make your head spin.
Review this presentation to learn what works today and what you should be thinking about as we head into 2017.
Sheila Kloefkorn, of KEO Marketing Inc, named a top 25 Interactive, Social Media, SEO and Advertising Agency by the Phoenix Business Journal, will walk you through the most important trends you should be thinking about heading into 2017.
2015 State of Native Advertising - Trends and Best Practices TripleLift
Native advertising is no longer a buzzword for a flashy new form of digital advertising. If recent revenue forecasts are correct, it looks like native advertising will become a sound investment.
The 2015 State of Native Advertising provides a snapshot of marketing, advertising and consumer trends as it relates to the growth and use of native advertising in 2015 and beyond.
Brightroll & IAB Canada 2013 Digital Video ReportIAB Canada
Released - June 2013
BrightRoll along with IAB Canada, released the third annual Canada Video Advertising Report in June 2013, revealing a breakout year for digital video. The report, surveying more than 300 advertising executives at top agencies across Canada, addresses key industry trends to help marketers navigate the shifting media landscape and gain an understanding of the opportunities and challenges that digital advertising presents.
Digital video has become one of the fastest-growing segments of advertising in Canada, where consumers are some of the most sophisticated viewers of online and mobile video content in the world. According to comScore, 92 percent of Canadian Internet users watch videos online, and in the past year, the number of consumers watching videos on smartphones has more than doubled. The 2013 report reveals Canadian advertisers are accelerating spending towards digital video (up 42 percent from 2012) to meet growing demands from clients looking to reach audiences across screens.
Quantifying visual interest and brand boost to adopt native ads by top brands compared to traditional display ads. Why brands prefer native ads & how industry stats testify its reputation.
Pricing Native Advertising - BIA/Kelsey Presentation to LMA Native Advertisin...BIA/Kelsey
BIA/Kelsey's Managing Director, Rick Ducey, presented at the Native Advertising Summit, on July 9, 2014, in Washington, D.C.
His presentation covered topics including:
- The native ad ecosystem
- Forecast and drivers
- Does native advertising work?
- Pricing metrics and strategies
- Case study on the Houston Chronicle
- Recommendations
Native ads commit action in form of click-through where user’s intent is incited by editorial content feed that matches user interface aesthetics. #Pallab on #Go_Native
What’s with native ads & how to interpret it’s usage that also parlay conceivable notions to mislead web users into committing an action in the form of a click where the user intended the click through intent incited by editorial content feed.
Ambedo Audio is a creative audio agency that helps brands strategically leverage professionally produced podcasts towards full digital campaigns to achieve their business and communications objectives. We're more than just a podcast production studio. We bring high production quality to our audio projects and help brands both large and small creatively package and share them through their channels - social media, email, website, and more - to achieve results. We believe that listening can change the world.
Learn more about our work and how we can help you tell your brand's story and achieve your objectives.
Native Advertising. It's one of the biggest buzzwords in digital advertising. Despite there being no clear definition as to what constitutes native, marketers are buying into its appeal. But just how much do digital media planners and buyers leverage native for their clients?
TripleLift teamed with The Industry Index by DMR to gauge the thoughts and opinions of the digital media community on the topic of native advertising. We surveyed 100 agency executives from around the country representing some of the biggest media buying agencies including Starcom MediaVest, MED, Carat, Mediacom, UM, Spark, Mindshare, among others. This is what they had to say about native.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
In this e-book, you'll see over 50 predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
14 content marketing predictions for 2014 King Content
With the holiday season around the corner, it’s time for the King Content team to take a break from the last-minute client push for content, reflect on the year that was and look to the future with our content marketing predictions for 2014.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
We’ve been talking about getting rid of Flash for years. Unfortunately, that’s all we seemed to be doing. Then at the beginning of this year things began to happen. YouTube made HTML5 their default player. Google Chrome began testing a beta version of their browser that paused non-essential Flash content. Oh. And there was that whole security debacle.
In what seems like a few short months the end of Flash was declared. Chrome rolled out their beta Flash blocking feature to alpha on September 1st. And Flash was officially done as a tool for advertising. Ian Hewetson, of Eyereturn Marketing, reports that they’ve seen Flash ads go from 80% of all inventory to just 20% in the last two months*.
To say goodbye to Flash we hired award-winning comedian Steve Patrick Adams to give it a proper send off**. We hope this reminds you of the good times but also makes it a little easier to move on. Goodbye Flash.
* http://mediaincanada.com/2015/08/31/blog-are-you-ready-for-the-death-of-flash
** Steve recently became a father and that may have influenced his choice of style.
Thom Clark jobber som Head of video i iProspect Play UK. Under Digital Performance 6.april holdt han foredrag om hvordan video bør brukes i en lønnsom data driven marketing-strategi.
Google makes more than 500 algorithm updates a year. LinkedIn now offers more ways to connect with sales prospects than ever before. Keeping track of the changes in digital marketing can make your head spin.
Review this presentation to learn what works today and what you should be thinking about as we head into 2017.
Sheila Kloefkorn, of KEO Marketing Inc, named a top 25 Interactive, Social Media, SEO and Advertising Agency by the Phoenix Business Journal, will walk you through the most important trends you should be thinking about heading into 2017.
2015 State of Native Advertising - Trends and Best Practices TripleLift
Native advertising is no longer a buzzword for a flashy new form of digital advertising. If recent revenue forecasts are correct, it looks like native advertising will become a sound investment.
The 2015 State of Native Advertising provides a snapshot of marketing, advertising and consumer trends as it relates to the growth and use of native advertising in 2015 and beyond.
Brightroll & IAB Canada 2013 Digital Video ReportIAB Canada
Released - June 2013
BrightRoll along with IAB Canada, released the third annual Canada Video Advertising Report in June 2013, revealing a breakout year for digital video. The report, surveying more than 300 advertising executives at top agencies across Canada, addresses key industry trends to help marketers navigate the shifting media landscape and gain an understanding of the opportunities and challenges that digital advertising presents.
Digital video has become one of the fastest-growing segments of advertising in Canada, where consumers are some of the most sophisticated viewers of online and mobile video content in the world. According to comScore, 92 percent of Canadian Internet users watch videos online, and in the past year, the number of consumers watching videos on smartphones has more than doubled. The 2013 report reveals Canadian advertisers are accelerating spending towards digital video (up 42 percent from 2012) to meet growing demands from clients looking to reach audiences across screens.
Quantifying visual interest and brand boost to adopt native ads by top brands compared to traditional display ads. Why brands prefer native ads & how industry stats testify its reputation.
Pricing Native Advertising - BIA/Kelsey Presentation to LMA Native Advertisin...BIA/Kelsey
BIA/Kelsey's Managing Director, Rick Ducey, presented at the Native Advertising Summit, on July 9, 2014, in Washington, D.C.
His presentation covered topics including:
- The native ad ecosystem
- Forecast and drivers
- Does native advertising work?
- Pricing metrics and strategies
- Case study on the Houston Chronicle
- Recommendations
Native ads commit action in form of click-through where user’s intent is incited by editorial content feed that matches user interface aesthetics. #Pallab on #Go_Native
What’s with native ads & how to interpret it’s usage that also parlay conceivable notions to mislead web users into committing an action in the form of a click where the user intended the click through intent incited by editorial content feed.
Ambedo Audio is a creative audio agency that helps brands strategically leverage professionally produced podcasts towards full digital campaigns to achieve their business and communications objectives. We're more than just a podcast production studio. We bring high production quality to our audio projects and help brands both large and small creatively package and share them through their channels - social media, email, website, and more - to achieve results. We believe that listening can change the world.
Learn more about our work and how we can help you tell your brand's story and achieve your objectives.
Native Advertising. It's one of the biggest buzzwords in digital advertising. Despite there being no clear definition as to what constitutes native, marketers are buying into its appeal. But just how much do digital media planners and buyers leverage native for their clients?
TripleLift teamed with The Industry Index by DMR to gauge the thoughts and opinions of the digital media community on the topic of native advertising. We surveyed 100 agency executives from around the country representing some of the biggest media buying agencies including Starcom MediaVest, MED, Carat, Mediacom, UM, Spark, Mindshare, among others. This is what they had to say about native.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
In this e-book, you'll see over 50 predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
14 content marketing predictions for 2014 King Content
With the holiday season around the corner, it’s time for the King Content team to take a break from the last-minute client push for content, reflect on the year that was and look to the future with our content marketing predictions for 2014.
Ecommerce Content Marketing Trends for 2017archana cks
In 2017, content will continue to be one of the most important marketing tactics for ecommerce businesses. Look for content marketers to produce a greater number of videos, focus on mobile media consumption, spend more money promoting content, produce more shows rather than standalone posts, and use technology to an advantage.
Source <> http://www.ecbilla.com/blogs/ecommerce-content-marketing-trends-for-2017.html
Within this special edition of The SoDA Report, industry leaders brainstorm and discuss creative opportunities for programmatic native advertising. How can marketers, agencies, and publishers build better creative designs that mesh well with their content experiences? How can we be creative in a world that is component-based? Authors from Fancy Pants Group, Voltage, Big Spaceship and Google share real-life examples of challenges, modifications, successes and tools to continue the conversation of creating compelling digital creative.
Content Marketing has become an important tool for companies who wish to establish their online presence, and create a relationship with their customers / users. However, with the influx of content via Social Media and other channels differentiating oneself from the “noise” is a big challenge. With the growth in various technologies and solutions marketers hope to do just that, as the new year brings on a new view towards content marketing. We asked experts and practitioners of Content Marketing to share their insights and predictions on the future, and various trends that companies should focus on in the upcoming year.
Magazines, newspapers, TV stations, radio stations and online publishers – let’s call
them media companies – have been producing news content to attract an audience for
years.
Some might say that media companies were the original content marketers.
And no matter if that content was published on paper or broadcast over a signal;
people are attracted to that content to learn about the day’s breaking news and to stay
in the know.
11 Content Marketing Predictions for 2015Nextpoint
Though content marketing is maturing as an industry, 2015 is likely to see some wild new trends. Our content thought leaders dish on everything that lies ahead this year, from futuristic concepts like "smart content" and wearables to throwbacks like custom print magazines.
Over the last year, Skyword interviewed top agency marketers to learn how they were tackling the content marketing challenge. “Agency Content Innovators,” collects the best moments and most valuable lessons from our interview series.
2017 Social Media & Content Marketing Predictions from 70 Marketing Leaders Bryan Kramer
We’ve pulled together a select group of 70 top marketing minds who rock the digital trenches every day, to find out their vision for “What’s Next in 2017” in social media and content marketing.
They live it, breathe it, and know what’s working today, so no doubt we’ll get a glimpse into the crystal ball and reveal key trends based on their insight and experience before they happen.
So what will they say for 2017? Read through and see if you agree with their predictions, and compare word clouds to last year’s answers versus what they had to say for the coming year.
Let me know if you agree, disagree or have a different take on what’s in store for marketers and brands by tweeting me @bryankramer.
Now dive in, enjoy, and brace yourself for 2017!
Cheers ~
Bryan Kramer
#70Predictions
2016 Predictions: http://bit.ly/2016ContentSocialPredictions
OOH is on the cusp of a new evolution: how it’s planned, bought and it’s interaction with people. Mixing all of these ingredients together moves OOH into an unseen and largely untested realm – meaning many of our pre-existing rules, recommendations and benchmarks will be re-examined.
Read Posterscope's report on 2017 Predictions for Out Of Home advertising.
OOH is on the cusp of a new evolution: how it’s
planned, bought and it’s interaction with people.
Mixing all of these ingredients together moves OOH
into an unseen and largely untested realm – meaning
many of our pre-existing rules, recommendations and
benchmarks will be re-examined. Read about our predictions for 2017.
Here is our annual piece - 50 Content Marketing Predictions for 2014. Produced by the Content Marketing Institute.
See if the following predictions come true at
Content Marketing World 2014
contentmarketingworld.com
#cmworld
To heck with the vague predictions...here’s three specific predictions:
- Microsoft will buy one, maybe two, media companies in certain industries. The outcome will pave the way for further media purchases throughout the year by non-media companies.
- Red Bull will announce a series of daredevil movies to be produced by Amazon.com.
- At least three Fortune 500 brands will hire a Chief Content Officer.
JOE PULIZZI
@JoePulizzi
FOUNDER
CONTENT MARKETING INSTITUTE
Why content is vital for your brand's survival in 2022 | CONTENT CLINIQCONTENT CLINIQ
𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿 𝗵𝗼𝘄 𝘁𝗼 𝗺𝗼𝘃𝗲 𝘆𝗼𝘂𝗿 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗳𝗼𝗿𝘄𝗮𝗿𝗱 𝗮𝗻𝗱 𝘀𝗸𝘆𝗿𝗼𝗰𝗸𝗲𝘁 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗮𝘀 𝗼𝘂𝗿 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝗱𝗶𝗱.
Whether your brand is big or small, consistently creating and publishing digital content is vital to your brand's survival in 2022.
To regularly create high-quality content, you need time, resources, and a budget.
Here are three primary methods of content creation:
1. Creating every piece of content internally with no help from the outside world.
2. Outsourcing 100% of content creation.
3. Practising a blend of internal and external content creation.
While brands can entirely rely on their internal creative workforce in some cases, businesses worldwide are increasingly outsourcing content creation to a proficient partner like CONTENT CLINIQ.
Based on your needs, we offer you well-researched, professionally written, and visually stunning on-brand video, audio, visual, and written content as an à la carte service or monthly.
Whether you want to increase sales, build brand awareness or educate your audience, we create amazing content, copy, and visual media to help you do it.
In this slide deck, you'll discover the latest content marketing trends, insightful research and actionable tips to help grow your business in 2022.
For more details, visit www.contentcliniq.com today.
2016 was not the year for faint-hearted marketers as they pushed to measure and prove the ROI of their content marketing efforts to fight for larger budgets.
How will content marketing evolve in 2017? The brightest minds in marketing weigh in with their predictions.
Magnite - taking action on identity in europe - april 2021Romain Fonnier
The Identity and 3rd party cookie commotion has reached a critical point in Europe - and recent announcements from Google (and the ensuing industry chatter) have created an atmosphere of fear and confusion within the programmatic ecosystem.
It's time to clear up the confusion and move forward. This webinar aims to:
• Provide context and clarity to the confusion
• Highlight the key areas of focus
• Show publishers the collaborative path forward - timelines and actionable steps
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
Audio programmatique panorama des acteurs technologiques sell side - iab fr...Romain Fonnier
PANORAMA DES ACTEURS DE LA PUBLICITÉ AUDIO PROGRAMMATIQUE EN FRANCE, ETAT DES LIEUX ET PERSPECTIVES 2021
Webinar organisé le vendredi 22 Janvier de 15h à 15h45
Cette année, le Salon de la Radio a été remplacé par le RadioWeek, qui s'est tenu 100% en ligne durant 5 journées thématiques du 18 au 22 janvier 2021.
A cette occasion, l'IAB France a organisé un webinar autour de l'Audio Programmatique afin de présenter les travaux de la Task Force Audio Digital et les perspectives 2021.
Le barometre du programmatique - IAB France - 2021Romain Fonnier
L'IAB France publie son 1er Baromètre Programmatique. Vendredi 5 Février 2021- L'Interactive Advertising Bureau France (IAB France) crée le 1er Baromètre Programmatique qui présente l’évolution du marché en 2020 (vs 2019) et les niveaux d’investissements programmatiques en France sur l’ensemble des environnements publicitaires excluant les wall garden, le social et le search.
Cette 1e édition du Baromètre Programmatique a été réalisée dans le cadre des travaux de la Task Force Programmatique pilotée par Philippe Framezelle, Directeur de la Régie Adverline et présentée le 4 février lors d’un webinaire.
Destiné à l’ensemble des acteurs de la chaîne de valeur, ce baromètre a pour objectif d’apporter plus d’insights et de lisibilité au marché par un suivi régulier de l’état des achats programmatiques en France.
Les données partagées dans ce baromètre ont fait l’objet d’une analyse approfondie menée par Adomik, technologie d’analyse de la data. Le Baromètre met en avant la répartition des achats programmatiques par format, device, type de deal et offre une vue sur les CPM, les top annonceurs et top bidders. Sur le périmètre mesuré, les investissements 2020 sont en diminution de -4,3% et le CPM moyen en programmatique se situe à 0,96€.
Pour la 1ère fois, le mobile est le device en tête des achats programmatiques.
On constate une chute des CPM lors du premier confinement qui n’a pas été confirmé lors du second avec une remontée des CPM sur le dernier trimestre.
La publicite TV segmentée - IAB France - Octobre 2020Romain Fonnier
L’AF2M, l’IAB France et le SNPTV s’associent pour publier un Guide sur « La publicité segmentée » destiné aux annonceurs
Elaboré par les experts des groupes de travail de l’IAB, de l’AF2M et du SNPTV, ce guide s’adresse à tous les annonceurs désireux de mieux comprendre les spécificités de cette nouvelle opportunité TV.
Les lecteurs y découvriront l’architecture technologique mise en place, ainsi que le calendrier de mise en œuvre jusqu’à fin 2021 avec les différentes étapes successives, les modes de réception compatibles avec ce type de publicité et enfin les échanges nécessaires entre les opérateurs de télécommunication et les éditeurs de chaînes de télévision. Par ailleurs, afin de clarifier et faciliter la compréhension de tous, un glossaire a été élaboré, reprenant les termes utilisés en matière de TV segmentée.
Ce Guide est disponible et téléchargeable dès maintenant sur les sites des 3 associations contributrices.
« Ce Guide a été construit afin d’aider les annonceurs à mieux comprendre la complémentarité entre la TV traditionnelle et la TV segmentée. Il exprime bien les nouvelles possibilités offertes aux marques sachant que les limites actuelles seront levées progressivement pour permettre le développement d’un nouveau marché. ». Isabelle Vignon, Déléguée Générale SNPTV.
« Nous sommes très heureux de nous être associés à l’AF2M et au SNPTV pour publier ce guide qui nous a semblé nécessaire alors que nous sommes au démarrage de la phase de convergence entre Télévision et Digital. Ce n’est que le début d’une nouvelle expérience publicitaire que tous les acteurs de l’adtech suivent avec attention. » Jacques Cazin, CEO Adways et responsable de la Task Force Vidéo & TV segmentée de l’IAB France.
« La Télévision, grâce au Digital et à la forte implication des Opérateurs, va offrir de nouvelles possibilités aux marques pour toucher leurs cibles. Opportunités qui feront naître, à n’en pas douter, de nouvelles approches ou stratégies de communication de la part d’annonceurs, grands ou petits. » Natalie Jouen Arzur, Déléguée Générale de l’AF2M.
Guide cookieless - Quel futur pour le cookie ? - IAB france - 2020Romain Fonnier
L’IAB France publie un guide sur le futur du ciblage sans cookies tiers
Elaboré par les experts du groupe de travail « Identity Cokieless » de l’IAB France, ce guide s’adresse principalement aux acteurs de l’industrie du marketing et de la communication en ligne qui s’interrogent sur l’avenir du cookie tiers et le devenir du ciblage publicitaire. Ce guide à vocation pédagogique s’adresse à un public désireux de mieux comprendre le fonctionnement des cookies, comment ils sont recueillis et activés à des fins de communication en ligne.
Les experts de la Task Force Identity Cookieless ont fait le point sur les solutions aujourd’hui envisagées à date. L’ensemble de ces réflexions est rassemblé dans un guide.
Une architecture claire et simple sous la forme d’intercalaires qui permet au lecteur de trouver rapidement les informations liées à chaque solution.
Augustin Decré, pilote de la Task Force Identity Cookieless et Managing Director Southern Europe d'Index Exchange précise: "Alors que beaucoup d’acteurs de l’industrie évoquent déjà la fin du cookie tiers pour 2022, il n’existe actuellement pas de solution idéale pour remplacer cet identifiant, qui reste, depuis 25 ans, une infrastructure essentielle pour l’ensemble de la publicité digitale. »
A ce jour, des questions subsistent encore, les entreprises de l’industrie restent mobilisées, sur le plan européen et international via le projet REARC de l’IAB, pour apporter de nouvelles solutions viables sur le long terme.
Des mises à jour régulières seront effectuées selon les nouvelles approches envisagées.
Un webinar sur le même thème, a été organisé par l’IAB France le 10 décembre dernier. Plus de 150 participants ont été réunis autour des 10 experts membres et pilotes des groupes de travail de la TF Identity Cookieless afin de présenter les grandes lignes du guide cookieless.
Smart lance son « Identity Indicator »
Dans un contexte où l’industrie de la publicité se prépare à un avenir sans cookie, Smart dévoile son Smart Indicator (disponible ici), un rapport conçu à destination des acheteurs médias et des éditeurs pour mieux comprendre l’impact de la dépréciation des cookies tiers et des ID mobile en temps réel. L’« Identity Indicator » de Smart offre un regard trimestriel sur les tendances émergentes autour du consentement et de l’identité, dans la transition vers un écosystème de publicité numérique privilégiant la confidentialité.
Toutes les données de ce rapport proviennent du SSP de Smart et ont été collectées du 8 au 28 mars 2021 sur l’inventaire web et/ou mobile de tous les éditeurs de Smart dans les marchés suivants : le Brésil, la France, l’Allemagne, l’Italie, le Mexique, l’Espagne, le Royaume-Uni et les États-Unis.
Strategies and Opportunities for a Cookie-less World - Pubmatic - April 2021Romain Fonnier
Publishers and buyers agree: While the future of alternative solutions to the third-party cookie is still uncertain, there is tremendous opportunity for an addressable open internet and addressing the issue is a priority for many in 2021.
With the ad tech industry still evolving around the change in identity resolution, both publishers and buyers are taking stock of what their options are moving forward.
Le guide de la brand safety et brand suitability - SRI - 2021Romain Fonnier
En mars 2020, le marché publicitaire digital s’est resserré : le confinement a provoqué une réduction des campagnes, mais aussi une généralisation des filtres bloquant la publicité dans les contextes liés au Covid19. Cela a eu un impact conséquent sur la monétisation publicitaire des contenus premium. Cet épisode, qui a pénalisé directement les éditeurs et leurs régies, a révélé un grand besoin de clarification et de pédagogie en matière de brand safety. Dans cette perspective, les experts du SRI ont rassemblé leurs connaissances et pratiques du sujet dans un nouveau ‘Pense pas bête’ : le Guide de la brand safety et de la brand suitability.
Face à la dispersion des campagnes digitales, les annonceurs et leurs agences doivent s’assurer que les contextes de diffusion sont appropriés aux marques et que leurs campagnes ne financent pas des contenus universellement jugés indésirables (contenus illégaux, pornographiques ou incitant à la haine par exemple). Si ces pratiques ne sont pas nouvelles, les outils et les technologies de filtrage utilisés se sont récemment multipliés et complexifiés, et leur gestion induit parfois des effets contre-productifs. Les marques, pour ne pas associer associer leurs campagnes à des contenus inappropriés, peuvent actionner ces filtres à différents niveaux de la chaine publicitaire, notamment sur la base de mots clés, appelés aussi blacklists ou blocklists. Mais leur emploi, parfois maladroit, redondant ou excessif, impacte directement les volumes d’inventaires publicitaires disponibles sur les sites et de la même manière, l’efficacité des campagnes.
Aussi, comme il l’a déjà fait avec le programmatique, les cookies ou l’efficacité, le SRI propose dans un nouveau ‘Pense pas Bête’ de considérer cette légitime préoccupation des marques pour en donner une vue d’ensemble claire et pédagogique. Ce document est basé sur des entretiens avec de nombreuses parties prenantes - éditeurs, agences & tech - et réconcilie les visions sell side et buy side. En effet, pour que chacun puisse jouer efficacement son rôle dans la chaîne, il est essentiel de s’accorder sur une vision commune. C’est l’objet de ce guide qui permet de partager des définitions, de clarifier les rôles de chacun, de comprendre le fonctionnement des outils et de rassembler quelques bonnes pratiques et recommandations.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Le champ des possibles en matière d’optimisation des
performances susceptibles de rendre les campagnes
de publicité plus efficaces, est pour les annonceurs
comme pour les prestataires très étendu.
Chose inconcevable avec la publicité offline.
Ainsi, afin de pouvoir suivre les statistiques d’une
campagne online, un annonceur va intégrer à ses
liens de redirection des trackings qui permettront par
la suite l’étude des résultats sur un outil d’analyse
approprié et il pourra également arriver que
l’annonceur utilise deux outils d’analyse statistique,
voire, si un prestataire est impliqué dans la gestion
de la campagne, que ce dernier ajoute également son
propre outil d’analyse.
Malheureusement, il est très rare que l’on puisse
coordonner les différents outils de mesure afin de
permettre l’obtention d’informations communes.
De fait, les données varient le plus souvent au niveau
des clics et des impressions. Cela peut être parfois
source de désaccord entre les deux entités que sont
l’annonceur et le prestataire, tous deux impliqués
au même titre dans la campagne publicitaire.
Bien évidemment, force est de constater qu’il n’y a
pas d’outil d’analyse meilleur qu’un autre, et si les
données obtenues diffèrent souvent, c’est d’abord
que les méthodes et les facteurs d’analyse divergent
beaucoup d’un outil à l’autre.
À partir de quand faut-il essayer de comprendre
l’écart de statistiques ? Nous le verrons au travers de
ce document.
L'édition 2019 du Black Friday a été une fois encore le temps fort du secteur Retail
sur la fin d'année, véritable rampe de lancement de la période englobant Noël et
les soldes d'hiver. De plus en plus plébiscité par les marques et les internautes
(62% des internautes profitent du Black Friday selon un sondage BVA de novembre 2019), le Black Friday 2019 s'est distingué avec un démarrage précoce pour
certains marchands, anticipant d'une semaine la date "officielle" de lancement
afin de couper l'herbe sous le pied de la concurrence en proposant des offres très
agressives d'entrée de jeu.
De façon encore plus visible que lors des précédentes éditions, les soldes continuent de perdre en importance au profit du Black Friday, notamment sur les
secteurs de l'Habillement et de la High tech.
Le volume de business généré à l'occasion de ce temps fort en fait un moment clé
dans la stratégie d'affiliation des marchands qui peuvent s'appuyer à cette occasion sur des verticaux puissants et déclencheurs d'achat pour démultiplier leurs
ventes. L'écosystème des Editeurs a été tout particulièrement dynamique cette
année et a fait la part belle à l'innovation en proposant des dispositifs puissants
alliant personnalisation et performances.
Dans la présente étude, vous trouverez une analyse des principaux indicateurs
clés de performance par secteur d'activité ainsi qu'une vision affinée sur les 3
temps forts qui se se sont dégagés du Black Friday 2019: la semaine précédant le
jour J, le week-end du Black Friday et la CyberWeek qui a suivi.
Le Baromètre du Lead du CPA vous est présenté par les membres du Collège Lead du CPA, acteurs du
marketing digital et spécialistes de la génération de leads. Tous les résultats proviennent d’une étude menée
par les rédacteurs du Baromètre sur une période d’analyse des chiffres de Septembre 2018 à Août 2019 inclus.
Résultats – SONDAGES IAB / CPA – « Les conséquences économiques de la crise c...Romain Fonnier
Résultats des sondages IAB / CPA : «Les conséquences économiques de la crise covid-19»
A l’image de nombreux pays à travers le monde adoptant des mesures pour lutter contre la propagation du virus COVID-19 dont le confinement, l’économie française est gravement touchée et le digital ne fait pas exception. De nombreux secteurs ont besoin d’un soutien public pour traverser ces moments difficiles. Les gouvernements prennent des mesures de soutien de l’économie et d’anticipation de la reprise d’activité. Le digital ne doit pas en être exempté.
Dans le cadre de la crise sanitaire que nous traversons (Covid 19), le CPA et l’IAB ont réalisé un sondage auprès de leurs adhérents, afin de comprendre les principales préoccupations de l’industrie et les conséquences économiques de cette crise mondiale. Plus de 100 dirigeants d’entreprises représentatives des acteurs du marketing et de la publicité digitale en France (éditeurs, régies, agences, adtech, etc.) ont répondu au questionnaire entre le 7 et le 27 avril dernier.
Tracking : 7 points à vérifier pour comprendre les écarts statistiquesRomain Fonnier
Les annonceurs sont confrontés à des écarts de comptages croissants entre les technologies qu’ils utilisent dans le cadre de leurs campagnes marketing online. Ces écarts brouillent la mesure et l’analyse des performances des opérations mais posent aussi des soucis de facturation de plus en plus fréquents. Afin d’aider tous les acteurs de la chaine marketing digital à mieux cerner les raisons qui sont à l’origine de ces écarts et de leur donner les conseils de première urgence pour les réduire, nous, membres du Collège Technologie du CPA, avons rédigé ces fiches. Elles ont pour but de contribuer à faciliter la compréhension de notre industrie et, en expliquant les phénomènes, de poser des bases permettant à tous d’avoir un repère commun.
Baromètre de l'affiliation - Edition 2020 - CPA FranceRomain Fonnier
Le Baromètre de l’affiliation 2020 est l’outil de référence pour piloter et optimiser sa stratégie d’affiliation, tout au long de l’année.
Cette nouvelle édition de notre, désormais, incontournable baromètre de l’affiliation se veut
plus riche que jamais. Portée par les membres du CPA (Collectif Pour les Acteurs du marketing
digital), elle recouvre les 15 principaux secteurs d’activités de l’e-commerce en France.
L’affiliation est au cœur de la plupart des stratégies digitales d’acquisition et fidélisation des
annonceurs. Ce baromètre apporte donc un éclairage indispensable pour bien appréhender ce
levier clé du mix marketing à la performance.
IAB Europe european-programmatic-ad-spend-2018-report-sept-2019Romain Fonnier
European Programmatic Ad Spend Report 2018
The latest IAB Europe Programmatic Ad Spend Report reveals that programmatic revenue grew by 33 percent in 2018, topping €16.7bn, with more than 70 percent of display and more than 50 percent of video now traded via programmatic methods. Social media buying dominates programmatic, but when this medium is removed the market saw impressive growth of 26.6 percent, to a total of €5.5bn.
IAB Europe Attitudes-to-programmatic-advertising-report Sept-2019Romain Fonnier
IAB Europe Attitudes-to-programmatic-advertising-report-2019 sept-2019
Attitudes to Programmatic Advertising Report 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. The study, now in its fifth year, was developed by the IAB Europe Programmatic Trading Committee. The key findings of the 2019 study include:
There is a continued push for a quality and safe advertising environment
Ads.txt is well established amongst publishers but awareness and adoption on the buy-side is low
Talent and skills remain a barrier to investment
Supply chain transparency is still an issue
The number of advertisers with in-house operations for programmatic is now higher than the number that outsource to an agency
Programmatic continues to be a catalyst for delivering brand campaigns at scale
In light of GDPR, stakeholders are looking to use more first party data, private marketplaces and contextual targeting
21eme observatoire de l'e pub - sri - 2019Romain Fonnier
Cette étude de référence, initiée par le SRI et réalisée par le cabinet de conseil et d’audit PwC, en partenariat avec l’UDECAM, donne un éclairage indispensable sur le marché publicitaire digital et son écosystème, en analysant l’évolution de son chiffre d’affaires net par leviers, par formats, par modes d’achat et par devices[1].
Le marché français de la publicité digitale atteint 4 876 M€de chiffre d’affaires net sur l’ensemble de l’année 2018, en progression de +17% par rapport à 2017.
Depuis 2008, le marché n’a cessé de croître et d’évoluer, au rythme soutenu de la digitalisation des médias, des audiences, des organisations et des annonceurs.
En 2018, la publicité digitale retrouve une vigueur jamais observée depuis 2009
Avec une croissance de 17% par rapport à 2017, le marché de la publicité digitale[2]compte pour 4 876M€ en 2018. En 10 ans, le marché a été multiplié par 2,5[3].
Sur l’ensemble de l’année :
Le Search progresse de 11%, il représente 45% du marché global et un CA net de 2 275M€
Le Display global connaît une croissance de 30% (1974M€), il représente 40% du digital mais son évolution est très contrastée :
Display Social : +63, soit 22% du marché global et un CA net de 1 088M€
Display hors Social : +5%, soit 18% du marché global et un CA net de 886M€
Les « Autres Leviers »sont quant à eux en croissance de +6%, ils représentent 15% du marché global, et leur CA net s’élève à 735M€ :
Affiliation : +7,5%
Comparateurs : + 6%
Emailing : +2%)
Les Médias dits « Historiques »représentent 16% du Display global et 36% du Display hors Social[4]
L’IAB France publie son premier guide sur la data qui fournit aux annonceurs, agences et éditeurs une vision claire des meilleures pratiques de la data. Qu’est-ce qu’une donnée ? A quels objectifs de campagne répond-t-elle ? Quels en sont les usages ? Les tendances ?
Dans un monde où les consommateurs et citoyens sont de plus en plus connectés, la data représente un enjeu majeur et un véritable levier de digitalisation pour les entreprises. La consommation des données et leur utilisation sont au coeur des préoccupations actuelles et représente un avantage concurrentiel pour les acteurs du marché ; la mise en place du RGPD en est la preuve et il nous a semblé pertinent de produire ce guide afin d’aider les lecteurs à identifier les bonnes méthodologies d’usages de la data.
Fruit de l’expertise et de la collaboration des entreprises expertes du réseau IAB France, ce guide présente une approche claire et simple des données pour en comprendre leur valeur et leurs usages dans les stratégies de marketing en ligne.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
23 Predictions for Native Advertising in 2017 - Native Advertising Institute
1. N a t i v e A d v e r t i s i n g I n s t i t u t e . c o m
2. 2017 – A Seminal Year
for Native Advertising
Published by: Native Advertising Institute Editor: Tine Brødegaard Hansen Design: Askan Thomas
No one knows exactly what the future holds. However, these 23 outstanding experts
have a better shot than most people at predicting how the coming year will affect
native advertising. Reading their predictions, there’s no doubt it will be a seminal
year.
If 2016 was the year in which “everyone came to the table”, as one expert puts it,
2017 will be the year in which native advertising might truly scale and increase in
creativity as well as transparency.
Reaching the right audiences on the right platforms is no easy task in a fragmented
media landscape. Hopefully, the wise words of these 23 experts will contribute to
making your work with native advertising even more successful in 2017.
Best wishes,
Tine Brødegaard Hansen
Editor-in-Chief, Native Advertising Institute
Introduction
4. 4 / www.nativeadvertisinginstitute.com
Having staffed their in-house content agencies for a steady flow
of work that might have turned out not to be so steady, more
publishers are going to go the route of T Brand Studio and offer
white-labeled content marketing for brands on retainer. At first it
will be a tough sell, and some might stand down just as fast as they
stood up the capability. But a few will succeed and I think we’ll see
them gobble up a few independent content agencies to whom they
previously outsourced the work, prompting a wave of consolidation.
More publishers will
offer white-labeled
content marketing
Stephanie Losee
Head of Content, Visa
Stephanie Losee
5. I believe in 2017 we’ll begin seeing many more programmatic native
video solutions. Facebook has proven that in-feed video across
devices (with sound muted by default) can be a powerful distribution
technique. To date, these solutions are sparse at best, and it
represents a huge opportunity for networks, publishers and brands.
Programmatic
native video solutions
will take off
Chad Pollitt
www.nativeadvertisinginstitute.com 5
Chad Pollitt
Co-founder and VP, Relevance
6. 6 / www.nativeadvertisinginstitute.com
2016 has been the year that everyone came to the table, and I
think 2017 is the year that native content scales and gets really
slick. There are clear opportunities for greater transparency
and efficiency through using data to improve the content and
distribution, which then informs the strategy and tactics. We believe
brands will tend towards producing less content but always on
distribution, analogous to how social has been in the last few years.
Native content
will scale
Ben Young
CEO, Nudge
Ben Young
7. www.nativeadvertisinginstitute.com 7
Publishers have already embraced native advertising enthusiastically
- no surprise. In 2017, we’ll see more brands experiment with this
tactic. Ad fraud, banner blindness, ad blocking, ad ineffectiveness,
fake news sites - these are all taking a toll on “traditional” digital
marketing techniques. As the banner declines in efficacy, marketers
will more firmly embrace converged media tactics such as native
advertising and social media (a frequent offshoot of the former) to
deliver messages to consumers.
Marketers will embrace
native advertising
and social media
Rebecca Lieb
Rebecca Lieb
Leading Industry Analyst on native
advertising, Advisor and Author
8. 8 / www.nativeadvertisinginstitute.com
The industry will have to quickly embrace SSP and DSP native platforms
(in OpenRTB) so that the buying and selling of native really become
simple, efficient and scalable. For this to truly take off, contextualisation
is everything. Native ads have to blend in seamlessly and in the content
feed of the different media brands or social media platforms in order
for the editorial content to really endorse and amplify the native ads
and vice versa. This is why great native visual integrations will also
have to be developed in 2017 for native ads to be more beautiful, more
engaging and more dynamic. At the moment most native ads look like a
grey box with a tiny image and a black title which damages its potential.
The industry will
embrace native
platforms
Dale Lovell
Chief Digital Officer, ADYOULIKE
Dale Lovell
9. www.nativeadvertisinginstitute.com 9
Creativity and
technology will
drive native growth
Tanja Zu Waldeck
Tanja Zu Waldeck
Dr., Managing Director,
BurdaForward Advertising
The growth of native advertising will be driven by two forces: creativity
and technology. Creativity gives relevance to the messages of
advertisers for the right audiences. And technology adds scalability.
The biggest wave in 2017 is going to be technological changes in
three areas. First technologies that enable advertisers and publishers
to easily target the right audiences. Second technologies that tailor the
right teasers and content to these audiences and distribute it quickly to
them. Third and last the technological focus will be on overarching KPI
systems to track campaigns across different systems.
10. 10 / www.nativeadvertisinginstitute.com
In 2017, I hope we begin to see more advertisers partnering with
publishers to peel back the curtain by using available technology to
bring their consumers inside the company. Live video, 360-degree
video and virtual reality are now cheaper and easier than ever for
publishers to produce and distribute for advertisers, and they present
incredible opportunities to give consumers an experience, and not
just content to consume. Those advertisers who take advantage of
publishing partners’ offers to do this will likely be able to create deeper
and more personal relationships with their consumers and achieve an
unprecedented level of transparency that those consumers really value.
Advertisers will use
live video, VR,
360 degree video
Melanie Deziel
Branded Content Consultant and
Speaker, Founder of The Overlap League
Melanie Deziel
11. www.nativeadvertisinginstitute.com 11
We will see the rise
of the Native Ad Studio
Jesper Laursen
Jesper Laursen,
Founder and CEO,
Native Advertising Institute
In 2017 we will see a massive growth in publishers launching native
ad studios because it increases their chances of getting the native
advertising budgets they so desperately need. The effectiveness of the
campaigns are much better when publishers provide quality content
tailored to their specific audiences. At the same time providing that
content is a new source of revenue for them.
The rise of these studios will eventually change the ecosystem of
agencies as they are much stronger at creating editorial content than
advertising agencies. And at some point many of them will expand
beyond their own media platforms and that’s when it gets really messy -
and really interesting - although we won’t see that happening in 2017.
12. 12 / www.nativeadvertisinginstitute.com
We will see the term “native” evolve from content recommendation and
banner-esq executions to premium sponsored content delivered via
multiple execution types such as true native, in-feed click out and in-
feed video in 2017. Further, in order to properly engage throughout the
customer journey we will see the industry properly identify the different
KPI’s each execution best supports. This growth will be driven largely via
aggressive agency education and deeper engagement with publishers.
Thus, we will see more robust, data driven and scalable native strategies
within publishers, marketers and agencies.
We will see more robust,
data driven and scalable
native strategies
Lindsey Clarke
Managing Director, Nativo
Lindsey Clarke
13. www.nativeadvertisinginstitute.com 13
Key areas for native
in 2017 will center on
mobile, video and data
Susan Borst
Susan Borst,
Deputy Director - Mobile, IAB US
With a mobile-first mindset, we will see evolving and new ad formats
particularly in the video arena. We’ll also see more native opportunities
with messaging apps and p2p marketplaces (e.g., Uber, Lyft) that are
experimenting with new advertising models. Programmatic will help
make native buying more seamless and scalable. Pricing models will
increasingly move from CPM to CPV with conversion metrics that put
value and premium on engagement.
Regardless of what happens, native advertising will continue to thrive only
if we continue to put the consumer first and focus on the true aspiration of
native which is storytelling vs. selling. And it should go without saying that
disclosure should remain of paramount importance, particularly in light of
FTC guidance and legal actions taken in the US in 2016.
14. 14 / www.nativeadvertisinginstitute.com
It feels like native now has reached a point of recognition as being a
key element of mainstream advertising, having proved its legitimacy
based on quality of campaigns, relevance to audiences and efficient
self regulation. More brands still need to tune in to a more lateral way
to deliver their commercial messaging, but that’s coming! Now, the
bar is set high, I expect to see it raised higher, with innovation and
creativity leading thinking in 2017. Seamlessly drawing consumers into
interaction with brands through ideas that really engage them, based
on knowledge media brands have about their audiences and how to
appeal to them on their terms, will stimulate new native experiences that
are very visual, very sharable - expect to be informed and entertained!
Native will push the
creative boundaries
Tim Cain,
Director of Digital First Media
Tim Cain
15. www.nativeadvertisinginstitute.com 15
Native advertising will
adapt to the platforms
preferred by consumers
Magnus Hultman
Magnus Hultman,
CEO, Strossle
The key trend for 2017 will evolve around how your content is presented to
consumers to catch their attention in the first place. Consumers are content
centric and thus native content must adapt to the platforms preferred
by consumers. Content strategists must therefore include a multitude of
videos, long/short form content, gripping stories, utility driven how to’s
and catching posts for media and social platforms when planning their
output. This is the drive behind the need for the key trend of 2017; carefully
planned distribution strategy and automated distribution. Identifying
audiences across devices and providing them with contextual relevant
content, when it’s the most engaging, will make your content stand out in
evermore dense jungle of content in a fragmented media landscape.
16. 16 / www.nativeadvertisinginstitute.com
Largely up to now branded content has been seen as a separate entity
which is there to communicate a marketing message, rather than inform
and entertain an audience. Brands and audiences will increasingly
demand content which is compelling and resonates with them or
they will vote with their feet, by using Ad Blockers or not engage with
the content. Branded content will become as good or better than a
publisher’s normal editorial output by increased investment, a more
integrated approach and a developing market where publishers have
more confidence to control the execution. This will result in better
outcomes for all parties; audiences get content they want, advertisers
get results and publishers will be able to command higher revenues.
Advertisers and
publishers will focus
on better quality.
Pete Wootton,
Managing Director of Digital,
Dennis Publishing
Pete Wootton
17. www.nativeadvertisinginstitute.com 17
Marketers will realise that
connecting with consumers
through content is better
Lon Otremba
Lon Otremba,
CEO, Bidtellect
Smart brands now know that when consumers engage with their content,
they engage with their brand. Content drives more impactful engagement
with consumers and ultimately greater ROI on media spend than traditional
display advertising does. With marketers increasing focus on content
marketing, they will turn to native as a key content distribution strategy.
This shift will continue in 2017 as budgets increasingly move away from
traditional display and toward native. According to eMarketer, native
ad spending will grow at double-digit rates for several years, reaching
$36.3 billion by 2021. In conjunction with this shift, marketers will seek out
deeper engagement metrics to determine success for their campaigns to
gain better insight into post-click activity.
18. 18 / www.nativeadvertisinginstitute.com
Online users are less inclined to engage with display advertising and at
the same time they are asking for a better and cleaner user interface,
especially on mobile. At the same time platforms such as Google and
Facebook are promoting mobile pages with a cleaner layout to enhance
user experience. This, combined with the gradually lower performance
of display advertising, will lead to a progressive disappearance of
display on mobile. During the course of 2017, I expect we’ll start seeing
publishers remove all display ads from their mobile pages and monetise
exclusively through native advertising instead.
Mobile display ads
will be replaced
by native ads
Alberto Mari,
Country Manager Italy, Outbrain
Alberto Mari
19. www.nativeadvertisinginstitute.com 19
Brands will take more
advantage of publishers’
in-house content studios
Clare Carr
Clare Carr,
VP of Marketing, Parse.ly
In 2017, I expect to see brands take more advantage of in-house content studios
at publishing companies as a couple of factors collide: more budget for direct
marketing will go to Facebook and Google and scaling amazing content will get
harder for brands to do internally. The brands that take advantage of in-house
content studios will see a huge lift in sentiment and exposure, while the brands
that rely only on one or two channels for direct sales will likely see ROI only
increase in direct correlation with their on-platform spend.
I also expect to see publishers continue to try to make sure that the demarcation
of native advertising is clearer than ever as their audience sees more of it.
20. 20 / www.nativeadvertisinginstitute.com
I do not foresee any revolutionary departures from the current trajectory.
Aside from innovation itself, technological advancements and limitations
will continue to define the ad formats. That said, delivery algorithms will
continue to improve with deeper levels of personalization and, perhaps
addition of the emotional state targeting tests at some point late in the year.
Video will still gain additional traction, and a social video-native ad hybrid
is likely to emerge. Out-stream will remain the “love-to-hate” format, for as
long as there is demand, it is still the easiest, cheapest and quickest video
format to deploy in almost any web environment. VR will likely not shatter
any ad revenue records until its mass adoption couple years down the road.
A social video-native
ad hybrid will emerge
Michael Korsunsky,
Chief Marketing Officer, MGID
Michael Korsunsky
21. www.nativeadvertisinginstitute.com 21
Native ads will be clearly
marked as advertising
Pontus Staunstrup
Pontus Staunstrup
Head of Content Strategy
and Social Media, PostNord
One kind of evolution I’m hoping to see during 2017 in native advertising is a
consensus among everyone involved that the ads need to be clearly labelled as
advertising. And an effort to make sure that the label translates well when an ad
is distributed on other platforms. Publishers, brands and everyone else that have
a stake in the success of native advertising need to get behind this.
In my mind there are only benefits in being as transparent as possible when
it comes to labelling ads. Let’s all agree on that in 2017. Because then we
can spend more time on what’s really important: Creating great content that
resonates with our target audiences.
22. 22 / www.nativeadvertisinginstitute.com
In 2017, native advertising is completely moving to social media and video
and is becoming absolutely necessary for companies who want to reach
their audiences. In particular, Facebook and Instagram social ads are the
frontrunners in the native advertising space. With the mass of users and
activity on them, you can no longer ignore those channels. The problem,
though, is that there’s too much information on these channels. This is the
reason why, if you want your content to be consumed, you’ll have to push it
with native ads because otherwise no one is going to see it.
Native advertising
will completely
move to social
Iliyana Stareva,
Senior Channel Consultant, HubSpot
Iliyana Stareva
23. www.nativeadvertisinginstitute.com 23
Native advertising to play
with the big boys in 2017
Rhian Mason
Rhian Mason,
Native Advertising and
Content Marketing Specialist
Custom content solutions will become the norm for those publishers that want
to diversify their revenue models, and data driven content will become a key
differentiator. Big wins will be for those who tailor content discovery to specific
audience needs. However, the need to be adaptive and agile to the content
environment will make or break some. As with the rise of video, Facebook
live, instant articles, and Google AMP, I am anticipating more platform-specific
updates in 2017!
We will also start to see cross-platform integration of native advertising on a
larger scale. From Vice’s 24 hour TV channel seamlessly featuring branded
content, to Time Warner’s investment in Mashable. More acquisitions will take
place as prominent media owners look to scale up their premium content
offerings and merge traditional advertising with native storytelling.
24. 24 / www.nativeadvertisinginstitute.com
We don’t like making predictions. At VaynerMedia, we react to what
the market shows us and what others haven’t taken advantage of
yet. Native advertising has too many buzz words and cliches around
it - it’s just smart marketing! It’s making content that’s relevant to your
audience and aims to add value. What a rogue idea ;).
Hopefully, 2017 will be a year when native advertising goes
‘mainstream’ and is folded into conversations and strategies for just
“good advertising,” much like digital was in the 2000’s and social
media has been in the ‘10s. Smart marketing understands where
consumer attention is, and where it’s undervalued by the marketplace
at large. Native is one of those places and there’s a huge opportunity
for smart, rational marketers to take advantage of it next year.
Native advertising
will go mainstream
Eric FulWiler,
Executive Director, VaynerMedia London
Eric FulWiler
25. www.nativeadvertisinginstitute.com 25
Publishers and brands
will set a high bar for
native advertising
Catharine Findiesen Hays
Catharine Findiesen Hays,
Executive Director Wharton
Future of Advertising Program
Rather than guessing or predicting what Native Advertising will be in 2017, I
encourage marketers, agencies, publishers, and platforms to collectively set
a high bar. Native Advertising holds the promise of a unique win-win-win-win:
for the brand, for the platform, for the audience, and by extension, for positive
impact on communities and society – IF done well. Conversely, native
advertising that exploits the genre to manipulate perceptions and game the
system, risks making audiences deservedly more skeptical than ever.
Transparent attribution and accountability for exceptional native advertising
opens the door for rich value creation from planning based on meaningful
insights, to design-oriented development, creative delivery, and trust-building
follow through. Indeed, native advertising in 2017 has the potential to lead
the way in content that is needed, wanted and appreciated, rather than
intrusive, irrelevant, and superficial.
26. 26 / www.nativeadvertisinginstitute.com
We have seen many examples of native advertising by now, both great
and… let’s just call them not so great. In 2017 I’m looking forward to see
native ads in as many new formats as possible – podcasts, VR, Snapchat,
push notifications, sms-conversations, events and even classical formats
as studio-TV and so on. I’m also looking forward to see the quality of the
communication strategies behind the campaign raise to a high brow-
level – and thereby also the content performance and the viral effects.
2017 is going to be the creative year for native ads. Now, the tottering
baby steps have been taken, we are past trial and error-era and
therefore the native ad-creators will push the limits of what is possible.
I’m so looking forward to keeping on following that the baby becomes a
young child. Come out – let’s play!
2017 will be the creative
year for native ads
Maria Marteleur,
Head of Native Advertising and
Commercial Editor, Dagens Industri
Maria Marteleur