In this talk Dale Lovell, Chief Digital Officer of ADYOULIKE, takes us deep into the DNA of native advertising, exploring the myriad different components that go in to native advertising success for brands. Emphasis is given on why and how to adopt a ‘native-first’ mindset within your organization. Expect real-life case studies that prove the value of this exciting advertising medium

1. D E E P N A T I V E
A D V E R T I S I N G
APRIL 2017

2. 2
WHAT IS NATIVE ADVERTISING?
Native Advertising is
a form of paid media
w h e r e t h e a d
experience follows
the natural FORM
and FUNCTION of the
user experience in
which it is placed.
OUR
DEFINITION
Native ads match the design of
the experience they live within,
and look and feel like natural
content
Native ads must behave
consistently with the native
user experience, and function
just like natural content
FORM

3. 3
NATIVE ADVERTISING EXAMPLES
HEADLINES,
CONTENT & SHARING
The Native Ad format matches the
form of the website upon which it
appears.

4. FACEBOOK & TWITTER EXAMPLES
4

5. 5
THE NATIVE
PRODUCT PYRAMID
BRANDED CONTENT
Publisher created / hosted
Brand direct relationship
Non-programmatic
In-feed
CONTENT RECOMMENDATION
Publisher distribution
Network scale
Non-programmatic
NATIVE ADVERTISING
Brand created
Network scale
Programmatic
In-feed
Native tech innovation

6. PUBLISHER EXAMPLES
6

7. INFEED EXAMPLES
7

8. CONTENT RECOMMENDATION EXAMPLES
8

9. 0
10
20
30
40
50
2016 2017 2018 2019 2020 2021
BILLION$
A BOOMING MARKET
9
13.2B$ 13.4B$ 13.6B$ 13.6B$ 13.0B$ 12.8B$
25.2B$
28.9B$
33.5B$
36.3B$
74%
56%
61%
65%
65%
72%
16.8B$
20.9B$
NATIVE ADVERTISING
DISPLAY
USMarket,May2016

10. WHY NATIVE
ADVERTISING
M A T T E R S

11. CONTENT MARKETING
#1

12. CONTENT MARKETING
VS
NATIVE ADVERTISING

13. MOBILE
#2

14. TECHNOLOGY DOMINATES
OUR ATTENTION
BREAKFAST
TIME
6:00 am to 8:59am
DAY TIME
9:00 am to 5:30am
PEAK
5:30 am to 10:59am
POST PEAK
11:00 am to 12:29am
NIGHT TIME
12:30 am to 6:59am
SLEEP
OTHER ACTIVITIES
(TIME AWAKE BUT NOT UNDERTAKING
MEDIA/ COMMS ACTIVITIES)
ANY MEDIA AND
COMMUNICATIONS ACTIVITY

15. –OURTECHNOLOGIES
NATIVE ADVERTISING IS THE ONLY FORMAT THAT WORKS ON MOBILE

16. THE FEED
#3

17. THE MODERN INTERNET IS ALL ABOUT FEEDS
WHEN WE LOOK AT OUR FEEDS WHAT ARE WE LOOKING FOR?

18. #
‘Fiction has enabled us
not merely to imagine
things, but to do so
collectively.’ – Yuval
Noah Harari

19. THE FEED: THE
MODERN DAY
COLLECTIVE
CAMPFIRE

20. THE VALUE EXCHANGE
#4

21. • Marketers need to ‘earn’ the right
to advertise.
• Content is an engagement
currency.
• Native is the natural distributor
of branded content.
• Native advertising is less
annoying
• We live in a hyper-connected,
always on world.
• Digital has changed the
‘captive’ audience forever.
• Customer attention is easily
lost at the swipe of a finger
or click of a mouse.
• Interruptions to the feed are
frowned upon.
• Ad-Blocking - Growth

22. TECHNOLOGY & DATA
#5

23. THE RIGHT CONTENT
IN THE RIGHT CONTEXT
NATIVE CREATIVE
PREMIUM
NATIVE CREATIVE
WORLDWIDE
DISTRIBUTION
CONTENT
CREATIVITY
SSP
SEMANTICS
CREATIVE 2.0

24. The convergence of
technology, creativity and
data now means that what
can and cannot be done is
now largely only limited to our
imaginations

25. NATIVE WORKS
#6

26. AOPResearchSurvey
March2015
26
NATIVE ADVERTISING THROUGH
CONVERSION FUNNEL
c o m p a r e d w i t h a c l a s s i c d i s p l a y a d
K N O W L I K E R E A C T A C T
+29%+32% +20%+33%
D I S C O V E R Y T R U S T W O R D O F
M O U T H
P U R C H A S E

27. BRAND IS AN
AUTHORITY
55%
BRAND IS
TRUSTWORTHY
55%
CONTENT IS
RELEVANT
56%
Source : Edelman Berland, Interactive Advertising Bureau
PERCENTAGE
MORE
FAVOURABLE
INCREASED FAVOURABILITY OF BRAND AS
RESULT OF IN-FEED SPONSORED CONTENT
SPONSORED CONTENT BOOTS
FAVOURABILITY

28. 2.5% CTR
258%
INCREASE IN
DWELL TIME
321%
INCREASE IN CTR
42%
DECREASE IN COST
PER SALE
200%
CONVERSION ROI
4.2M UNIQUE
USERS
SIMPLYBE

29. RETAIL
STORES
KPI Engagement
PRODUCT Native Story
PERIOD 1 month
BUDGET £12,700 Net
IMPRESSIONS 1.9mn
CLICK TO READ RATE 0.68%
AVERAGE TIME SPENT 9m27s
SOCIAL MEDIA SHARES 40
EARNED MEDIA VIEWS 8,371 (28%)
SALES 153
RESULTS
CASE STUDIES
29
WE ACHIEVE OUTSTANDING
RESULT
3 RELEVANT BUSINESS CASES
We help advertisers to reach theirs targets in term of visibility brand and sales, guaranteeing ROI
RAIL TRAIN
COMPANY
KPI DR – Sales
PRODUCT Native Traffic
PERIOD 3 weeks
BUDGET €5,000
IMPRESSIONS 1.4mn
CLICKS 18K
CTR 1.35%
SALES 150 for a turnover of €31,000
RESULTS
FINANCE
KPI Brand
PRODUCT Native Video
PERIOD 2 months
BUDGET £42,500
IMPRESSIONS 8.3mn
VIDEO VIEWS 890,541
CLICKS TO ADVERTISER 6,226
COMPLETED VIEW RATE 45%
SIGN UPS 1,026
TRANSACTIONS 53,808
RESULTS

30. ADYOULIKE & MARRIOTT WEEKENDS – SEPT,
2016
Marriott looked to promote, raise awareness and
consideration in the UK for ‘Micro-Breaks’.
RESULTS
Native Story
Impressions: 2,813,011
Dwell times: 4m 50s
Native Traffic
Impressions: 6,892,056
CTR: 1.16%
Native Traffic (quiz)
Impressions: 3,214,464
CTR: 1.40%
Total hotel
bookings: 242

31. SUMMARY

32. WHY YOUR BUSINESS NEEDS TO
THINK ABOUT NATIVE ADVERTISING
CONTENT IS CURRENCY
SCALE & TARGETING
YOUR CUSTOMERS
ARE ON MOBILE
DATA & TECHNOLOGY
THEY ARE LOOKING FOR
STORIES
IT WORKS

33. 2018
$59.35bn

34. CONTENT &
IDEAS
NATIVE TARGETING
& DATA TRUST
MORE
BUYERS
High trust is built on ideas and
engagement; native advertising is a
key part of innovation today.
This creates a virtuous circle: it
helps gain more buyers, which in
turn links to higher levels of trust.

35. THANK YOU
"Five Fast-Growing British Businesses To Watch In 2017"
L O N D O N I P A R I S I N E W - Y O R K
80
employees
+1967%
turnover growth in 4 yearscountries
18
FT 1000 Fastest Growing Companies:
88th Fastest Growing Business in Europe. 7th
Fastest in Advertising