Emerging digital advertising platforms like native ads, immersive ads, and web-in-page ads are allowing publishers to generate new revenue streams. Native ads in particular are tipped to become one of the most widely used formats as publishers work more closely with advertisers. Publishers are also developing new types of native content like video playlists, social media streams, and mobile flipbooks to engage audiences. However, there are also concerns about a lack of standards and definitions around native advertising.

1. Emerging Ad Platforms
Native ads, immersive ads, web-in-page and
more. Digital publishers have dreamed up
some amazing ways to generate revenue.
We'll look at the best examples here.

2. The Facts
• You’re more likely to survive a plane crash
than click a banner ad.- Solve Media
• 60% of consumers do not remember the last
display ad they saw, according to Online
Media Daily
• 50% of clicks on mobile ads are accidental. –
GoldSpot Media

3. Native Ads
• According to Marketing Week - Native advertising is
tipped to become one of the most widely used ad
formats within the next 12 years and magazine
publishers are increasingly jumping on the native ad
trend, offering advertisers new products and services
that let them serve online ads that fit better with
editorial content.
• The lack of inventory has forced publishers to sell
mobile advertising directly through ad networks in the
past, but publishers are now pushing to work more
closely with advertisers and open up new revenue
channels from mobile.

4. • Publishers are now starting to understand the value of
their inventory in forming more strategic relationships
with advertisers.
• “The longer we talk about magazine circulation. The
more we will not be able to move on and turn that
page. It’s just not relevant anymore. Publishers are in a
position where they have got a lot of data and access
to their subscribers and are starting to experiment
more with how they use that insight. Its an area they
can win [over other media channels].” Eve SamuelCamps, business director at Universal McCann

5. - Some display ads will run at launch due to
demand from brands. According to Publishing
director Lauren Holleyoake , Bauer will offer
“innovative” native ad solutions across the site,
offering readers “relevant content in the right
place at the right time”.
- Barcardi and H&M flagship sponsors

6. • Hearst’s native advertising products:
– Video Playgroup - a platform which aggregates short
form, themed video content into a single page that
can then be served across multiple sites.
– Social Live Stream - a rolling scroll that integrates live
tweets, Pinterest pins and other social media posts
onto a sponsored page around a theme.
– Mobile Flipbook - an image-based mobile ad unit that
highlights the top content on a site. Marketers receive
placement in this unit, which drives traffic to a
sponsored flipbook.

7. Trend Collage - a brand-specific
Pinterest-style photo grid that allows
brands to offer click-to-buy
transactions

9. • Developing Story - a page
which pairs content from an
advertiser with a specific
developing story.

10. • Formed an in-house agency dubbed Ngin to
gain greater editorial insight of sponsored
content. It also recently bought a stake in
blogger network Handpicked Media that will
see it increase its focus on content marketing
as it looks to exploit the content produced by
the network.

11. Web in Page(ClickSkip)

12. • The Premium Content Suite pairs the publisher’s
editorial content with brands’ marketing
messages in an ad unit optimised for mobile
devices. It means those advertisers yet to
optimise their inventory for smartphones can use
IPC’s platform to create standalone mobile ads
featuring videos, galleries, offers or a social feed.
• Content in the suite can be accessed through QR
codes on print ads, on-pack, point-of sale and
banners.

13. IPC’s Inspired Conversations
advertising proposition includes the
following:
• Amplify - a digital ad product that combines IPC’s
editorial content with advertiser creative and
“amplifies” it to a targeted audience of up to 40m
consumers.
• Catalyst - a marketing product developed in
partnership with PeerIndex to let brands capitalise on
the reach of IPC Media’s social channels.
• Research - the publishing is conducting three research
programs looking into how consumers are engaging
with its brands across all channels

18. Caution
• However, there are mounting concerns over a
lack of standards and definitions. The
Committee of Advertising Practice advisory
panel has warned brands not to “camouflage”
ads, while the UK Internet Advertising Bureau
has formed a working group to look at selfregulation and guidelines.

19. http://nativeadvertising.com/#/leaderboard

20. Relevant Ads
• Ad Choices
• Will the
right ads
find your
readers?

21. Niche Verticals
• On developing niche verticals: The FT's
regional intelligence vertical for China, for
example, is marketed to people spending a lot
of time on FT.com's unpaid China pages.
– Digital supplement on subject with mutliple
sponsors or one branded supplement