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Breaking Down the 2018 Global Native Advertising Technology Landscape
The document provides an overview of the native advertising landscape in 2018, highlighting its growth and the various types such as long-form and programmatic advertising. It emphasizes best practices for effective native advertising, including targeting strategies and the importance of setting measurable goals. Additionally, it notes the significant role of technology and the increasing investment in native advertising, projected to reach $85 billion by 2020.
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Breaking Down the 2018 Global Native Advertising Technology Landscape
- 1. #CMC18 Breaking Down the2018 Global Native Advertising Technology Landscape Chad Pollitt Co-Founder Relevance A Primer for Publishers, Marketers, Advertisers, Media Buyers and Communicators
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- 3. 1 Content Distribution& Native Advertising 2 Types of Native Advertising 3 Native Advertising Technology Breakdown 4 Native Advertising Best Practices AGENDA
- 4. #CMC18 1 Content Distribution& Native Advertising
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- 9. #CMC18 Native Advertising ispaid media that matches the form, feel and function of the owned media which surrounds it
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- 15. #CMC18 $85B on native advertisingannually by the year 2020 worldwide brands are forecasted to spend over Adyoulike
- 16. #CMC18 1:5creation to distributionratio Ben Young, CEO, Nudge television advertising has a
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- 19. #CMC18 2017: 272 2018: 40248%YoY Increase
- 22. #CMC18 2 Types ofNative Advertising
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- 46. #CMC18 Artificial Intelligence is having a majorimpact in this category
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- 50. #CMC18 4 Native AdvertisingBest Practices
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- 53. #CMC18 32 years old Livesin NewYork City Interested in: bath time SUGGESTED BID: $0.01-$0.03 32 years old Lives in NewYork City Interested in: first-time moms SUGGESTED BID: $0.38-$0.72
- 54. #CMC18 Audience Score Teething 0.056 midwife0.038 afternoon nap 0.036 Toddler bed 0.036 pediatrician 0.026 Peppa Pig 0.024 Funnel cake 0.024 bath time 0.023 greys anatomy 0.018 Audience Score Baby teeth 0.046 Toddlers 0.037 Soccer mom 0.034 Sponge Bob 0.026
- 55. #CMC18 Peppa Pig: $0.03 bathtime: $0.01 teething: $0.04
- 56. #CMC18 1.Target wisely 2.Write logicaland attainable goals Best Practices
- 57. #CMC18 Share of Voice BrandAwareness Conversions Subscribers, Inquiries, Leads
- 58. #CMC18 1.Target wisely 2.Write logicaland attainable goals 3.Measure what matters Best Practices
- 59. #CMC18 Native Channel Analysis TrafficSource Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
- 60. #CMC18 Native Channel Analysis TrafficSource Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
- 61. #CMC18 Native Channel Analysis TrafficSource Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
- 62. #CMC18 Native Channel Analysis TrafficSource Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
- 63. #CMC18 Native Channel Analysis TrafficSource Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
- 64. #CMC18 Native Channel Analysis TrafficSource Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
- 65. #CMC18 Native Channel Analysis TrafficSource Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
- 66. #CMC18 Native Channel Analysis TrafficSource Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
- 67. #CMC18 Native Channel Analysis TrafficSource Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
- 68. #CMC18 Native Channel Analysis TrafficSource Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
- 69. #CMC18 Native Channel Analysis TrafficSource Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
- 70. #CMC18 1.Native social mediais not a cost-effective channel to promote all of your content at scale. Takeaways
- 71. #CMC18 1.Native social mediais not a cost-effective channel to promote all of your content at scale. 2.Programmatic native ad units are. Takeaways
- 72. #CMC18 1.Native social mediais not a cost-effective channel to promote all of your content at scale. 2.Programmatic native ad units are. 3.Use native social media with only your best performing content. Takeaways
- 73. #CMC18 1.Target wisely 2.Write logicaland attainable goals 3.Measure what matters 4.Be careful with terminology Best Practices
- 74. #CMC18 1/16th of the actionsyou pay for on social media website traffic can be as little as
- 75. #CMC18 1.Target wisely 2.Write logicaland attainable goals 3.Measure what matters 4.Be careful with terminology 5.Do experiment Best Practices
- 76. #CMC18 nothing for likes, shares,clicks, follows, favorites, etc. Larry Kim, Founder, Wordstream shared sponsored social media posts cost
- 77. #CMC18 1.Target wisely 2.Write logicaland attainable goals 3.Measure what matters 4.Be careful with terminology 5.Do experiment 6.Pay attention to creative Best Practices
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- 79. 1. Most industriesare in a state of content surplus and require paid and/or earned media for optimum visibility Takeaways
- 80. 1. Most industriesare in a state of content surplus and require paid and/or earned media for optimum visibility 2. There are four types of native advertising: long form, programmatic, non-programmatic and social media Takeaways
- 81. 1. Most industriesare in a state of content surplus and require paid and/or earned media for optimum visibility 2. There are four types of native advertising: long form, programmatic, non-programmatic and social media 3. The native adtech landscape is growing nearly 50% YoY Takeaways
- 82. 1. Most industriesare in a state of content surplus and require paid and/or earned media for optimum visibility 2. There are four types of native advertising: long form, programmatic, non-programmatic and social media 3. The native adtech landscape is growing nearly 50% YoY 4. Target wisely, set goals, measure what matters, watch terminology, experiment, and don’t forget creative Takeaways
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Editor's Notes
- #3 Bio slide 2