According to eMarketer, 70% of consumers want to learn about products through content instead of traditional advertising. The landscape has shifted, habits have changed. In response, brands are investing in native ad units; ads that adopt the look and feel of their surrounding content. This webinar breaks down one of the fastest-growing and most effective native ad units: native ads on social media. Learn about how these units reach consumers while they read and share content, and how to incorporate them into your plans for more engaging, effective digital campaigns. Aubry Parks-Fried, Centro’s Native + Social advertising expert, covers: -Social advertising, native advertising, and the growing demand for both -What a native social ad on social media is - Social platforms to consider while running native ads - Strategic tips and best practices for executing native ads on social media

1. UNDERSTAND NATIVE
ADVERTISING
ON SOCIAL MEDIAAubry Parks-Fried - Senior Manager, Social + Native
#3Ton30

2. WELCOME TO
DIGITAL INSIGHTS
IN A LUNCH HOUR OR LESS
This month’s feature is native
advertising on social media

3. BEGINNER
EXPERIENCED
EXPERT
THIS WEBINAR IS RATED:

4. Senior Manager,
Social + Native
#3Ton30
AUBRY PARKS-FRIED
YOUR PRESENTER

5. WHAT IS NATIVE,
REALLY?

6. DEFINITION:
An advertisement that matches
the form and function of the
platform on which it appears.
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7. HOW OFTEN DO YOU USE
NATIVE ADSIN YOUR SOCIAL MEDIA PLAN?
As much as possible
When desperate for performance
Quarterly
Native what?
a
b
c
d
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8. #3Ton30
TRICK QUESTION!

9. 0.8 1 1.3
2
2.7
3.4
1 1.3
1.9
2.7
3.9
5.7
2.9
5.6
7.5
9.2
10.7
11.9
$0
$5
$10
$15
$20
$25
2013 2014 2015E 2016E 2017E 2018E
BILLIONS
Sponsorship Native-Display Social
A SHIFT IN THINKING
(AND SPENDING)
Source: BI Intelligence

10. 0.8 1 1.3
2
2.7
3.4
1 1.3
1.9
2.7
3.9
5.7
2.9
5.6
7.5
9.2
10.7
11.9
$0
$5
$10
$15
$20
$25
2013 2014 2015E 2016E 2017E 2018E
BILLIONS
Sponsorship Native-Display Social
A SHIFT IN THINKING
(AND SPENDING)
Source: BI Intelligence
#3Ton30
eMarketer:
Social and Native
are also the top two
most effective
ad units

11. WHERE DOES
NATIVE APPEAR?
#3Ton30
CustomIn-FeedPromoted
Listing
RecommendationSearchIn-Ad Display

12. IN-AD + NATIVE ELEMENTS
KEY PARTNERS

13. SEARCH + PROMOTED LISTING
KEY PARTNERS

14. RECOMMENDATION
KEY PARTNERS

15. IN-FEED
KEY PARTNERS

16. THE SOCIAL
SPHERE

17. SOCIAL AD SPEND
BY PLATFORM
Estimated global social spend for 2015
Twitter
14%
LinkedIn
5%
Social
Games
3%
Other
6%
Facebook
71%
Source: eMarketer 2015
72%
of adults online
are active Facebook
users
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18. DATACONTENT SCALABILITY

19. FACEBOOK
BY THE NUMBERS
Source: eMarketer 2015, Facebook
76%
The average user spends
157M active users
in the US
45+ MINS
logged in on mobile, daily
of Facebook’s ad
revenue comes
from mobile
30%of millennials say they check
in for news and information
several times a day
14%say they are checking
“constantly”
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20. FACEBOOK AD PRODUCTS

21. VISUALMOBILE DATA

22. INSTAGRAM
BY THE NUMBERS
Source: eMarketer 2015, Facebook:
75M
1 OUT OF EVERY 5
BRANDS ARE SEEING
MASSIVE ENGAGEMENT
LIFT ON THIS PLATFORM.
mobile mins is spent on FB or IG
70M
Up 108% since Q1 2014,
vs. 32% on Twitter
and 27% on Facebook. photos
uploaded daily
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active users
in the US

23. INSTAGRAM AD PRODUCTS

24. MOBILE CONVERSATION REAL-TIME

25. TWITTER
BY THE NUMBERS
34%
65M active users
in the US
of users log in
multiple times
a day
80% of users are
active on mobile
Almost half of the users come to the platform
solely to consume content and conversations.
Source: eMarketer, Twitter
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26. TWITTER AD PRODUCTS

27. SEARCHINSPIRATIONALVISUAL

28. PINTEREST
BY THE NUMBERS
Source: eMarketer, Shareaholic, Pinterest:
24%
47M active users
in the US
user growth rate
predicted through 2019
2ND website traffic driver
in the social space,
behind FacebookLARGEST
more likes than
those without
93%of users use the platform
to plan purchases
36%
Pins with prices get
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29. PINTEREST AD PRODUCTS

30. AWARENESSINSTANTSTORIES

31. SNAPCHAT
BY THE NUMBERS
100Mactive users
worldwide
10 MINS
The average user spends
of US 13-34 y/o smartphone
users are Snapchatters
6Bvideo views every day
60%
Generate
a day logged into the platform
Source: eMarketer, Snapchat
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32. SNAPCHAT AD PRODUCTS

33. THAT’S GREAT
AUBRY,
BUT WHAT
NOW?

34. Diversify placement with data-driven partners
that can help you meet your objectives.
Find a partner!
Know where your customers go and
be there with personalized messaging.
Be strategic.
Get to know your audience.
Understand how, what, and why they
consume on social.
Don’t view social or native as just one tactic
but more as an important part of a holistic plan.
Take a big-picture approach.
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35. NATIVE IS AN
IMPORTANT NEXT STEP
IN THE EVOLUTION
OF DIGITAL ADVERTISING.

36. THANK
YOU.
Aubry Parks-Fried
Senior Manager,
Social + Native
#3Ton30