Going beyond one of the hot buzzword in the media world; native advertising. Comprehensive definition, analysis & case to better understand this hybird format.

1. NATIVE ADVERTISING
Beyond the buzzword

2. NATIVE ADVERTISING:
CONVERGED MEDIA

3. What is native advertising?
• Native advertising is a type of converged media that combines paid and
owned content into commercial messaging that is fully integrated into, and
often unique to, a special delivery platform
• It's sponsored content, which is relevant to the consumer experience,
which is not interruptive, and which looks and feels similar to its editorial
environment
• A form of media that’s built into the actual visual design and where the ads
are part of the content

4. Like, as the advertorial found in print
magazine? Yep. But...

5. What is native advertising?
Promoted posts, promoted tweets look just like every other post or tweet or ...
on my timeline, however it’s a paid for piece of advertising that emulates the
Facebook, Twitter experience
Facebook's sponsored posts
Twitter's promoted hashtags and tweets
Sponsored article on a media outlet

6. What is native advertising?
The intention is to make the advert feel less intrusive and thus increase the
chance that a user will interact with it. There is strong evidence that
integrating contextually relevant advertising and content for consumers, rather
than interrupting them, generates a significantly better response.

7. Closed and open native advertising
Closed
Open
This refers to brands creating
content or profiles within an
existing platform – Twitter,
Facebook, Youtube, Pinterest –
and then promoting its own content
using the same look and feel of the
respective platform.
Here content is created by a brand
outside of any existing framework.
That content is then distributed via
a third-party across multiple
platforms. This third-party adapts
the content to
the various styles and formats of
whatever platform it has been
published on.
Closed certainly offers more advantages in terms of tailoring the
adverts and ensuring relevancy and personalisation

8. Native advertising presents opportunities for
the entire ecosystem

9. SOCIAL MEDIA:
A KEY PART OF
NATIVE ADVERTISING

10. On social media, most ads are seamlessly
integrated into a user's feed
In-stream social native ads look, feel, and function seamlessly across mobile
and PC, which is precisely what brands want, as they seek to build crossdevice campaigns
Facebook ads in the newsfeed achieve 37-times higher click-through rates
and a 47% lower cost-per-click than traditional placements in the right-rail
sidebar (source: Havas Media Brussels)
80%
20%
100%

11. Overall BE Market News Feed Investment
2012 – H1 2013
32% of Total Investments are MOBILE FEED

12. LinkedIn jumped on the bandwagon…
…and launched Promoted Updates in July of this year.

13. Twitter Ads now available in Belgium
Twitter started the native-social ad trend with Promoted Tweets in early 2010.
The social network is now among the most influential voices in arguing that
TV and digital ad spend can work hand-in-hand. But the availability of the
advertising platform in Belgium is very recent.

14. But also: Content Integrations

15. SOCIAL MEDIA:
NATIVE FORMATS

16. Facebook: Promoted Post

17. Twitter: Promoted Tweets and Accounts

18. LinkedIn Sponsored Updates

19. Foursquare: Sponsored Listings & Promoted
Updates

20. Instagram: Ads

21. Future : Pinterest ads

22. TV, SOCIAL MEDIA &
TV APP: NEW
OPPORTUNITIES FOR
SHARED MEDIA

23. What’s Social TV?
Social television refers to technology that supports communication and
social interaction via a second screen, in either the context of watching
television, or related to TV content.
While the TV show is broadcasted,
the channel will encourage people to
comment with the show on
different social platforms through
a dedicated #.
#jo2012
People talking via Twitter
thought a dedicated # will help
inscrease the visibility of the TV
show on the Social Media
platforms.
#
#
#
#
The generated conversation
starts generally on Twitter or
thought a dedicated app that is
connected to Twitter.

24. What are the advantages of Social TV?
• Benefit from direct TV content to kick back and surf on the community’s
interactions. The debate has been initiated on TV and continues on Twitter
• Reach simultaneously a high number of people and redirect them on
social networks to drive traffic
• Create additional content from the TV show
• Implement advertising formats synchronized with broadcasted TV shows

25. Advertising formats on Twitter
Promoted
account
Format: Recruit new followers
Builds an active community of
advocates and influencers based on
their interests. The promoted account
will appear in the « Who to follow »
section of Twitter or during a search.
Promoted
tweet
Format: engagement
Targets timelines to
amplify your reach and
engagement to the right
users when they are
connected on Twitter.
Pay only for
engagement: clics,
retweet, follow, reply,
bookmarked.
Promoted
trend
Format: Reach visibility / Branding
It’s a 24 hours exclusivity that enable your # to be amongs the most trendy. Trends are popular
topics happenning right now on Twitter. Because these Trends are placed prominetly next to a
user’s timeline, they get mass exposure. The main objectif is get maximum reach of the op.
12/6/2013 :: 25

26. Auchan Case – Optimising TV show sponsorship with native
advertising
•
Objective : Top Chef’ sponsorship optimisation during one month
•
•
Increase of visibility, reach & engagement via products, Auchan content in the broadcasts and
contest.
Means
•
•
4 sponsored trend during 1 month (each day of broadcast  #TopChef = 1st in Twitter trend
Sponsored tweets (at each show’s highlights, a sponsored tweet about cooked product was live)

27. Auchan Case – How to buy native advertising? (mid February- mid March)
CPM
CPC
Promoted
Account
Specific targeting
Whole campaign
Promoted
Tweets
Whole campaign
Premium Placement
No Premium Placement
2 PPA in February
Whole campaign
1 day duration for
each PPA
4 Sponsored
Trends
#TopChef
1 ST duration : 1 day
Online during 18/02 and 25/02, broadcast days of Top Chef
Online during 18/02 - 25/02 - 04/03 and 11/03, broadcast days of Top Chef

28. Auchan Case – Types of promoted tweets
Trend rate 28,3%
These are promoted tweets from the last #TopChef
trend (11/03)

29. Auchan Case – Twitter results
Promoted accounts
Cost/Follower : 1,08 € (vs. 1,5 € benchmark Twitter)
Promoted tweets  Linked to Top Chef program
600 000 impressions
Engagement rate : 7,18% (more than 47 000 engagements)
Cost per engagement : 0,17€ !
4 Sponsored trends #TopChef  Online during Lives!
45 000 000 impressions
120 000 impressions of associated tweets
Average of 29 750 tweets with #TopChef registered for each trend
Average engagement rate per trend : 4,50%

30. CASE, WE ARE TENNIS:
WHEN A FINANCIAL
BRAND BEATS
TRADITIONAL MEDIA
ON SPORT NEWS

31. We Are Tennis: relevant owned content
Content excellence:
BNP Paribas Fortis
successfully claimed
the tennis territory on
social media in Belgium

32. We Are Tennis: sponsored

33. We Are Tennis: high publishing frequency
and live coverage

34. Trusting the top 3 most engaged brand
community all year long

35. We Are Tennis: results
Owned
onthly Reach
.450.963
OTS
9
Total Impressions Av. Monthly Reach
23.290.320
66.071
Earned
OTS
40
Paid
Total Impressions Av. Monthly Reach
145.151.936
1.450.963
Global
ed
nthly Reach
66.071
Owned
OTS
9
Earned
OTS
40
Total Impressions Av. Monthly Reach
9.008.204
238.656
Total Impressions Av. Month
9.008.204
238.
OTS
3
Total Impressions Av. Month
23.290.320
66.0

36. Native advertising on Xbox
HD advertising on the biggest screen of the house
Average CTR from 1 to 8%
Campaign from 5K€

37. THANK YOU
facebook.com/HavasMediaBelgium
fr.slideshare.net/havasmediabe