Le slide sul Native Advertising per il Master in Culture Digitali presso la facoltà di Economia dell'Università La Sapienza - Roma. Definizione, case studies e materiale sul Native Advertising in Italia e nel mondo.
DoubleClick give us an important data on what types of rich media are being served. They have conducted real live brand surveys to study the brand metrics that matter to advertisers such as brand awareness, brand favorability, message association, and intent to purchase.
Download today your FREE Top 200 Marketing Phrases and Terms explained guide.
This comprehensive guide is your one stop reference guide explaining popular marketing terms like advertising, brand, consumer price index, copyright,etc..
Download this FREE Top 200 Marketing Phrases and Terms explained guide today!
As a digital strategy agency - our focus is helping clients deliver the right message to the right audience at the right time.
From a framework - we created an overview of 13 current media channels designed to help identify the correct strategy, target, and audience.
For more information - please visit http://www.digitalspaceconsulting.com.
Le slide sul Native Advertising per il Master in Culture Digitali presso la facoltà di Economia dell'Università La Sapienza - Roma. Definizione, case studies e materiale sul Native Advertising in Italia e nel mondo.
DoubleClick give us an important data on what types of rich media are being served. They have conducted real live brand surveys to study the brand metrics that matter to advertisers such as brand awareness, brand favorability, message association, and intent to purchase.
Download today your FREE Top 200 Marketing Phrases and Terms explained guide.
This comprehensive guide is your one stop reference guide explaining popular marketing terms like advertising, brand, consumer price index, copyright,etc..
Download this FREE Top 200 Marketing Phrases and Terms explained guide today!
As a digital strategy agency - our focus is helping clients deliver the right message to the right audience at the right time.
From a framework - we created an overview of 13 current media channels designed to help identify the correct strategy, target, and audience.
For more information - please visit http://www.digitalspaceconsulting.com.
Presented at TMKedu by Craig Stein on August 6, 2014
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This presentation focuses on three key digital tactics: site direct display, digital video, and paid social. Specifically it covers the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
An Introduction to Digital Advertising including
its history,
advantages over conventional
types of Digital Media,
Metrics for Effectiveness Measurement and
tools to analyze its performance.
This webinar will explain and explore the different ways that location based advertising can be measured to show both the digital and real-world impact of location-based mobile advertising. Areas discussed will include definitions of the different types of mobile measurement and metrics available today including the type of measurement that should be used by advertising goal.
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Speakers:
Heather Sears, Vice President, Marketing, YP
Brett Kohn, Head of Marketing, Thinknear
Location-based advertising has evolved dramatically from its humble beginnings of simple geo-fence tests. Today, retail, QSR and auto brands are leading the way and running sophisticated campaigns that are delivering meaningful metrics.
Join a stellar group of marketers and mobile experts from Verve Mobile, xAd and YP, to hear the 3 most important insights from each industry category on how applying location intelligence to mobile campaigns will drive measurable ROI. These insights are based on thousands of campaigns in 2013 and 2014 - don't miss this data-rich discussion!
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters:
Monica Ho
Senior Vice President, Marketing
xAd
Heather Sears
Executive Director, Marketing
YP
James Smith
Chief Revenue Officer
Verve Mobile
Balihoo Local Display Advertising - A Field Guide for Multi-Location BrandsBalihoo, Inc.
National brands leverage display advertising to effectively push highly visual and engaging messages to 90% of the internet users worldwide. Adding micro relevance and localization takes it to the next level for impactful ROI.
Dear Reader,
We thank you for your interest in this new magazine who, we hope for it, will know how to give you satisfaction and will can inform you on your personal projects.
Presented at TMKedu by Craig Stein on August 6, 2014
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This presentation focuses on three key digital tactics: site direct display, digital video, and paid social. Specifically it covers the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
An Introduction to Digital Advertising including
its history,
advantages over conventional
types of Digital Media,
Metrics for Effectiveness Measurement and
tools to analyze its performance.
This webinar will explain and explore the different ways that location based advertising can be measured to show both the digital and real-world impact of location-based mobile advertising. Areas discussed will include definitions of the different types of mobile measurement and metrics available today including the type of measurement that should be used by advertising goal.
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Speakers:
Heather Sears, Vice President, Marketing, YP
Brett Kohn, Head of Marketing, Thinknear
Location-based advertising has evolved dramatically from its humble beginnings of simple geo-fence tests. Today, retail, QSR and auto brands are leading the way and running sophisticated campaigns that are delivering meaningful metrics.
Join a stellar group of marketers and mobile experts from Verve Mobile, xAd and YP, to hear the 3 most important insights from each industry category on how applying location intelligence to mobile campaigns will drive measurable ROI. These insights are based on thousands of campaigns in 2013 and 2014 - don't miss this data-rich discussion!
Moderator:
Leo Scullin, Global Industry Initiatives, Mobile Marketing Association
Presenters:
Monica Ho
Senior Vice President, Marketing
xAd
Heather Sears
Executive Director, Marketing
YP
James Smith
Chief Revenue Officer
Verve Mobile
Balihoo Local Display Advertising - A Field Guide for Multi-Location BrandsBalihoo, Inc.
National brands leverage display advertising to effectively push highly visual and engaging messages to 90% of the internet users worldwide. Adding micro relevance and localization takes it to the next level for impactful ROI.
Dear Reader,
We thank you for your interest in this new magazine who, we hope for it, will know how to give you satisfaction and will can inform you on your personal projects.
Universal Design in Learning at Learning Disabilities Association Conference ...rbomar
Universal Design in Learning is a framework where student diversity, evidence-based instructional practices, education theory and education legislative requirements can intersect. This power point presents the history and brain science behind UDL and some practical suggestions for implementing UDL in your classroom.
International real estate magazine, world is magnifique introduce worldwide real estate professionals and usefull informations about overseas investment.
Native Advertising - Playbook 2 - IAB US 2016SCREENVIEW
Native has become a hot topic in the advertising marketplace, but for the practice to flourish further, it needs consensus on definitions and structure. In response, IAB and its Native Advertising Task Force released the “IAB Native Advertising Playbook.” This paper provides the industry with a framework for thinking about and discussing current native advertising options with the goal of eliminating marketplace confusion and thereby helping sellers sell and buyers buy. Importantly, it also provides Recommended Industry Guidance for Advertising Disclosure and Transparency for ad units most often described as ‘native.’
Native Advertising: scenario internazionale, trend, definizione di Native Advertising e statistiche.
La presentazione di Pasquale Borriello, Account Director ARTATTACK native adv durante Social Media Week Rome 2015, durante il panel Content & Native con Guido Scorza, Federico Fini e Claudio Vaccaro.
All types of advertising is beneficial to online and offline businesses. However choosing the type of advertising that is most suitable would give it the edge the campaign needs to take it to the next level. Banner ads will do that.
Table Of Contents
· Foreword
· Chapter 1: Banner Ads Intro
· Chapter 2: Types Of Banner Ads
· Chapter 3: Finding The Right Audience
· Chapter 4: Finding The Right Sources To Buy Banner Ads
· Chapter 5: The Objective
· Chapter 6: Who Does Banner Ads
· Chapter 7: What To Avoid
· Wrapping Up
Native Advertising and Content Marketing - White Paper - IAB Europe - Decembr...Romain Fonnier
Dans un livre blanc sur le native advertising et le content marketing, l’IAB Europe livre un aperçu de la manière dont ce type de contenus contribue à fournir de meilleures expériences publicitaires. La publication revient également sur les nouveaux types de formats et fournit des conseils sur la création et la distribution de ces publicités.
Ont notamment contribué à ce livre blanc, Stéphane Hauser (IAB France), Charlotte Diemer (Teads), Mick Loizou Michail (Yahoo), Jean-Paul Edwards (OMD), Libby Wright (MediaCom)…
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
Today’s consumers are bombarded with advertising messages which could mean up to 5,000 messages each day. Combine this fact with the increasing use of ad blocking tools and the challenge becomes even more real and indeed some audiences have become unreachable via advertising. These contemporary challenges have meant that engaging formats and creativity have become key in online advertising. The IAB Europe Native Advertising and Content Marketing white paper provides insight into how native advertising can build better advertising experiences for consumers and therefore more meaningful relationships. It also provides guidance on key considerations for creating and distribution native advertising.
The white paper addresses:
How native advertising enables meaningful consumer relationships
Native advertising format types
Key considerations for executing native advertising and content-based advertising
The European landscape – how native advertising is developing across the different European markets
New Native Advertising Guidelines and What Steps You Need to TakeCMI_Compas
he Federal Trade Commission recently released two documents outlining their policies around the transparency of native advertising. As marketers it's important to understand and implement these new guidelines. Our newest POV explains
A presentation discussing the increasingly popular trend of Native advertising. Written as though we're presenting on a panel for an agency. Done for Advanced Media Strategies in the TexasMedia Sequence at the University of Texas at Austin.
This document is built to understand the scope of online branding in current market, to understand our capabilities and gaps in analytics and propose a business case to build on a framework and its target markets
Similar to IAB Native Advertising Playbook 12-04-2013 (20)
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge
IAB Native Advertising Playbook 12-04-2013
1. THE NATIVE ADVERTISING PLAYBOOK
SIX NATIVE AD CATEGORIES, SIX MARKETPLACE
CONSIDERATIONS, AND IAB RECOMMENDED
DISCLOSURE PRINCIPLES
This paper provides the industry with a framework for thinking about and discussing
current native advertising options with the goal of eliminating marketplace confusion
and thereby helping sellers sell and buyers buy. Importantly, it also provides
Recommended Industry Guidance for Advertising Disclosure and Transparency for ad
units most often described as ‘native.’
This will serve as the basis for future IAB initiatives in the native advertising space to
provide greater clarity to the market. Anchoring this initiative will be a series of IAB
industry workshops in 2014 focusing on the most pressing aspects of the native
advertising ecosystem.
December 4, 2013
0
2. 1.INTRODUCTION
CONTENTS
1. Introduction
Native advertising has emerged both as an exciting new way for
digital marketers to engage with the consumer, and as a new source
of advertising revenue for publishers. “What is native advertising?” is
a question that the industry has, almost frantically, been looking to
answer since the term was first coined. While countless definitions
have been proposed by nearly every industry insider, company, and
journalist, no universally agreed-upon one has surfaced. This is
because, to a large extent, native is in the eye of the beholder,
depending on where one sits in the ecosystem and the strategic and
media objectives of the marketer.
This lack of agreement has caused confusion in the marketplace
leading the industry to exert considerable time and energy debating
whether or not various ad units are native rather than focusing on
higher level discussions such as effectiveness and disclosure.
The 100+ member companies on the IAB Task Force convened with
the goal of developing a framework that allows the industry to speak
a common language on the subject. Members discussed at length
the variety of ad units currently being sold to marketers as being
“native” and identified the six main types that can fall under this
category today.
With an ecosystem framework finally in place, the Task Force then
identified six key questions that every marketer should ask when
evaluating the various ad unit types. Task Force members broke out
into smaller working groups by ad unit type to lay out what marketers
should generally expect from that ad unit type. Core differences by
type emerged that are important for marketers to understand when
evaluating the various options being offered.
As it relates to advertising disclosure there was no disagreement
amongst members that
regardless of context, a reasonable
consumer should be able to distinguish between what is a paid
native advertising unit vs. what is publisher editorial content. The
IAB has provided an overarching Native Advertising Disclosure
Principle Statement. This statement takes into account feedback
from the IAB Public Policy Office led by the IAB General Counsel,
Mike Zaneis.
2. The Two Sides of
Native Advertising
3. Ad Units: The Core
Six Types
4. The IAB Native Ad
Evaluation
Framework: The
Core Six Questions
Marketers Should
Ask
5. Recommended IAB
Native Advertising
Disclosure Principles
6. Conclusion
7. Appendix
1
3. The Task Force was led by Susan Borst and Peter Minnium from the IAB, and member cochairs, Patrick Albano from Yahoo and Dan Greenberg from Sharethrough.
“There is a renaissance underway in digital
advertising that is driving brands,
publishers and consumers to communicate
with each other in more personal and
natural ways. Native advertising is an
important piece of this evolution. The IAB
Native Advertising task force set out to
provide guidance based on the state of the
industry today while leaving room for
flexibility to inspire innovation and growth."
- Patrick Albano, Yahoo
“The IAB Native Advertising playbook not
only offers a clear and concise overview
of the native landscape, but also
provides the type of guidance we need to
ensure that native campaigns deliver
high value to marketers, publishers,
social media platforms and technology
providers, as well as the consumers they
aim to reach.”
– Dan Greenberg, Sharethrough
To note, it is intended that this report will be updated as necessary to reflect changing
market conditions and also function as a jumping off point for deeper exploration on a
variety topics related to native advertising.
Our belief is that this framework will move the industry beyond the “native or not” discussion,
thus helping sellers sell and buyers buy. With a framework that the industry can agree on,
we can finally focus on deeper dives into the areas that will help ensure continued growth of
this new native paid ad ecosystem.
2. THE TWO SIDES OF NATIVE ADVERTISING
Native advertising is a concept encompassing both an aspiration as well as a suite of ad
products. It is clear that most advertisers and publishers aspire to deliver paid ads that are
so cohesive with the page content, assimilated into the design, and consistent with the
platform behavior that the viewer simply feels that they belong. To achieve this, advertisers
deploy tactical ad products, and the IAB Native Task Force has identified the six categories
of ad unit types most commonly used today in pursuit of this goal.
2
4. 3. NATIVE ADS: THE CORE SIX
At present, six types of ad units are most commonly deployed to achieve native objectives.
They are listed here with examples from companies who deploy them regularly:
In-Feed Units
Paid Search Units
Recommendation Widgets
3
6. 4. THE IAB NATIVE EVALUATION FRAMEWORK:
THE CORE 6 QUESTIONS
When evaluating native advertising options, marketers should ask six core questions to ensure that a
unit will meet the brand’s objectives:
FORM – How does the ad fit with the overall page design? Is it in the viewer’s
activity stream or not in-stream?
FUNCTION– Does the ad function like the other elements on the page in which it
is placed? Does it deliver the same type of content experience, e.g., a video on a
video page or story among stories, or is it different?
INTEGRATION – How well do the ad unit’s behaviors match those of the
surrounding content? Are they the same, e.g., linking to an on-site story page, or
are new ones introduced?
BUYING & TARGETING– Is the ad placement guaranteed on a specific page,
section, or site, or will it be delivered across a network of sites? What type of
targeting is available?
MEASUREMENT – What metrics are typically used to judge success? Are
marketers more likely to use top-of-the-funnel brand engagement metrics (e.g.,
views, likes, shares, time spent) or bottom funnel ones (e.g., sale, download, data
capture, register, etc.?)
DISCLOSURE – Is the disclosure clear and prominent?
5
7. THE IAB NATIVE ADVERTISING EVALUATION FRAMEWORK
It will become quickly apparent to marketers, agencies, and publishers that there will be
enormous variation between native ad unit types and even within them, based on the
execution. For this reason, Task Force members find it helpful to view these categories
across IAB Native Evaluation Framework continuums.
This framework is meant to allow buyers and sellers to have a common language to discuss
ad products in the context of native, not to provide a definitive scaling mechanism for the
industry. Native is in the eye of the beholder, and so is the buying and selling of it, reflecting
the infinite variations in advertiser objectives.
As it relates to disclosure considerations, we have identified current market practices for
each sub-group with the most commonly used native ad disclosure language, placement of
that language, and any other disclosure cues to the consumer. This will vary by native ad
type. This does not indicate IAB endorsement of any specific language, rather, this
document solely intends to present a variety of the most commonly used disclosure
language used today.
The IAB’s overarching Recommended Native Advertising Disclosure
Principles can be found in Section 5.
-----------Given the broad spectrum of potential combinations, it is not possible to describe all of
them. What follows are common executions and how they would fit in this framework.
6
8. IN-FEED ADS
IAB Native Advertising
Evaluation Framework
In-feed ads have perhaps the largest variation in execution. Here are three common
examples and how they fit into the IAB Native Framework.
#1 -- An endemic in-feed ad that is in a
publisher’s normal content well, is in story
form where the content has been written by
or in partnership with the publisher’s team to
match the surrounding stories, links to a
page within the site like any editorial story,
has been sold with a guaranteed placement
so the buyer knows exactly what context will
surround it, and is measured on brand
metrics such as interaction and brand lift will
fit into this framework as follows:
Examples of this type of in-feed ad include: BuzzFeed,
Gawker, Forbes BrandVoice, and Mashable.
#2 -- A linked in-feed ad that is in a
publisher’s normal content well; is a
promotional ad; links off of the site to
content, editorial content, or brand’s
landing page; has been sold with a
guaranteed
placement;
and
is
measured by CTR and conversions
maps out in this way:
Examples of this type of In-feed ad include: YouTube, Facebook, Twitter, Yahoo, Sharethrough, and LinkedIn.
7
9. IN-FEED ADS,
CONTINUED
IAB Native Advertising
Evaluation Framework
#3 -- An in-feed ad that is in a
publisher’s normal content well; is in
story form to match the surrounding
stories and allows for an individual to
play, read, view, or watch without
leaving to a separate page; has been
sold in a broad section (e.g., sports)
and not a guaranteed placement (e.g.
NFL Highlights page); and is measured
on brand metrics such as interaction
and brand lift will fit into this framework
as follows
:
Examples of this type of In-feed ad include: Facebook, Twitter, YouTube, Instagram, and Sharethrough.
Commonly Used Disclosure Language
Commonly used disclosure language for in-feed ads includes: “Advertisement” or “AD“
(Google, YouTube),
“Promoted” or “Promoted by [brand]” (Twitter, Sharethrough),
“Sponsored” or “Sponsored by [brand]” or “Sponsored Content” (LinkedIn, Yahoo),
“Presented by [brand]” + “Featured Partner” tag (BuzzFeed, Huffington Post), and
“Suggested Post” + a “Sponsored” tag (Facebook).
8
10. SEARCH ADS
IAB Native Advertising
Evaluation Framework
While the content and format of organic search engine results varies depending on the search
engine and the platform through which the service is being accessed (desktop, mobile, tablet,
etc.), there is one definitive principle that defines an ad as native: native ads in search must
present their content in a format and layout that is readily available to organic search engine
results.
One common type of paid search
ad will be found above the organic
search results, look exactly like the
surrounding results (with the
exception of disclosure aspects),
link to a page like the organic
results, has been sold with a
guaranteed placement so the
agency knows exactly what
context will surround it, and is
measured on conversion metrics
such as a purchase. This would fit
into the IAB framework as follows:
Commonly Used Disclosure Language
Search unit disclosures are specifically covered under FTC guidance and have been so since 2002.
Per the FTC, consumers ordinarily expect that natural search results are included and ranked based
on relevance to a search query not on payment from a third party. Including or ranking a search
result in whole or in part based on payment is a form of advertising. To avoid the potential for
deception, consumers should be able to easily distinguish a natural search result from advertising
that a search engine delivers. An update to the 2002 guidelines was recently issued, but the
principles remain the same and now include guidance on audio search (e.g., Siri). The official FTC
guidance reports can be found in the Appendix. Specific FTC guidance stipulates that such a
disclosure: (1) uses language that explicitly and unambiguously conveys whether a search result is
advertising; (2) is large and visible enough for consumers to notice it; and (3) is located near the
search result (or group of search results) that it qualifies and where consumers will see it.
Commonly used disclosure language using “pizza” as a search word includes: “Ads related to pizza,”
shaded with AdChoices icon – Google; “Ads related to pizza”, shaded – Yahoo; “All links will open in
new tabs. Click to opt out.” dark purple shading – Bing.
9
11. RECOMMENDATION
WIDGETS
IAB Native Advertising
Evaluation Framework
Recommendation widgets are a form of native advertising where an ad or paid content link
is delivered via a “widget.”
A
common
recommendation
widget unit is integrated into the
main well of the page, does not
mimic the appearance of the
editorial content feed, links to a
page off the site, has not been
sold with a guaranteed placement,
and is measured on brand metrics
such as interaction and brand lift,
and will fit into this framework as
follows:
Commonly Used Disclosure Language
These units contain up to three disclosure cues.
o Cue #1 - This language is typically found above the listings in bold type:
"You might also like" or "You might like", “Elsewhere from around the web" or
"From around the web", "You may have missed", "Recommended for you"
o Cue #2 - The name of the sponsor or the destination site is placed after the
visual and/or the headline in the unit, noting that this format may contain both
local and third-party content in the same overall unit.
o Cue #3 - If served via a third party, the technology provider may also include
their company name or logo to further indicate to consumers that the content
contained therein is not coming from the publisher. E.g.,
- Recommended by Outbrain
- Sponsored content by Taboola
10
12. PROMOTED
LISTINGS
IAB Native Advertising
Evaluation Framework
While these units are found on sites that typically do not have a traditional editorial content
well, they are designed to fit seamlessly into the browsing experience, are presented to look
identical to the products or services offered on a given site, link to a special brand/product
page, are typically bought on auction directly via the publisher, are hyper-contextually
targeted, and are measured on direct response metrics. This typical execution would fit into
the IAB Native Framework as follows:
Examples include: Google Promoted Listing Ads, Foursquare, AutoTrader and Amazon.
Commonly Used Disclosure Language
Commonly used disclosure language for Promoted Listings includes: “Ads” with icon
(Google); “Yelp Ad”; “Sponsored Products”– Amazon; and “Product Ads from External
Websites”/Sponsored Content/”What’s this?” link – Amazon.
11
13. IN-AD (IAB
STANDARD)
IAB Native Advertising
Evaluation Framework
An ad in a standard IAB container that is placed outside of the editorial well, contains
contextually relevant content within the ad, links to an offsite page, has been sold with a
guaranteed placement so the agency knows exactly what content will surround it, and is
measured on brand metrics such as interaction and brand lift would fit into the IAB Native
Framework as follows:
Commonly Used Disclosure Language
IAB Standard Ads with native elements follow the same specific labeling requirements as all
IAB Standard Ads: ad unit content must be clearly distinguishable from normal webpage
content (i.e., ad unit must have clearly defined borders and not be confused with normal
page content).
12
14. CUSTOM / CAN’T BE
CONTAINED
IAB Native Advertising
Evaluation Framework
In the world of native advertising execution, there is no limit to the possibilities when an
advertiser and publisher work together on custom units. This group includes examples that
don’t neatly fit into one of the above groups, or, as in the case of custom playlists, are too
platform-specific to warrant their own category but need to be on a marketer’s radar as
native advertising options.
In terms of the continuum, these can take on many forms but in all instances will be custom
to a specific site.
13
15. 5. RECOMMENDED IAB NATIVE ADVERTISING
DISCLOSURE PRINCIPLES
Regardless of native advertising unit type, the IAB advocates that,
for paid native ad units, clarity and prominence of the disclosure is
paramount.
The disclosure must:
Use language that conveys that the advertising has been paid for,
thus making it an advertising unit, even if that unit does not contain
traditional promotional advertising messages.
Be large and visible enough for a consumer to notice it in the
context of a given page and/or relative to the device that the ad is
being viewed on.
Simply put: Regardless of context, a reasonable consumer should be able
to distinguish between what is paid advertising vs. what is publisher
editorial content.
The native advertising landscape is rapidly evolving, with publishers working with
advertisers to create increasingly effective ad experiences. Consumer perceptions of these
ad products are changing as well, as viewers become accustomed and more experienced
interacting with brands in new ways. For this reason, it is not possible to recommend a
single, one-size-fits-all disclosure mechanism for each native sub-group. It is possible,
however, to demand adherence to the core principle that regardless of context, a
reasonable consumer should be able to distinguish between what is a paid native
advertising unit vs. what is publisher editorial content.
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16. 6. CONCLUSION
There is a great deal of excitement about what “native” has brought to display advertising. First and
foremost, display advertising has been freed from the right rail and leaderboard to which it has long
been confined and now has license to settle anywhere on the page. Moving forward, display advertising
will not be forced back into solely those positions. A corollary benefit of this move is getting advertising
into the user’s natural activity stream—where print and TV advertising have always been.
Finally, native is decidedly and overwhelmingly a form of brand advertising and, as such, will enable
marketers to better use digital marketing to meet the full range of their communications needs, from
branding to direct marketing. By providing a framework for the buyers and sellers of native advertising,
this prospectus is an important first step in the development of this category, which will surely continue
to evolve.
IAB will convene a series of four quarterly workshops in 2014 with experts from across the
ecosystem—publishers, platforms, technology providers, agencies, academics, and researchers—to
aid in the further advancement of effective native advertising.
15
17. A Note on Additional Publisher Disclosure Initiatives
APPENDIX
In addition to language, shading, or other visual cues
associated with native ads, many publishers also include
additional disclosure cues such as a separate roll-over link
using language such as “What’s this?” to provide the consumer
with additional information on the origin of the content in the ad.
The language typically makes it clear that the ad content did not
come from the publisher’s editorial staff and may also include a
statement such as “The content may not necessarily reflect the
opinions of the editorial staff.”
A Note on
Additional
Publisher
Disclosure
Initiatives
As native advertising continues to gain momentum, many
publishers are revising their own advertising guidelines to make
it clear to advertisers and third party suppliers that all paid
native ads need to be disclosed as such consistent with their
guidelines.
Disclosure
Guidance
References –
IAB and FTC
About the IAB
and the Native
Advertising Task
Force
About the IAB
Public Policy
Council
16
18. APPENDIX
IAB Display Ads Guidelines
FTC Advertising Guidance References
Original Search Engine Disclosure
Guidelines (6.27.2002.)
Updates to the FTC Search Engine
Advertising guidance (6.25.2013)
Original Dot Com Disclosures
Guidelines (2000)
Updates to the FTC Dot Com
Disclosures Guidelines (3.12.2013)
The
FTC
Endorsements
and
Testimonials Guides,
Disclosure
Guidance
References –
IAB and FTC
17
19. About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500
leading media and technology companies that are responsible for
selling 86% of online advertising in the United States. On behalf of its
members, the IAB is dedicated to the growth of the interactive
advertising marketplace, of interactive’s share of total marketing spend,
and of its members’ share of total marketing spend. The IAB educates
marketers, agencies, media companies and the wider business
community about the value of interactive advertising. Working with its
member companies, the IAB evaluates and recommends standards
and practices and fields critical research on interactive advertising.
Founded in 1996, the IAB is headquartered in New York City with a
Public Policy office in Washington, D.C. For more information, please
visit www.iab.net.
APPENDIX
The IAB has six core objectives:
Fend off adverse legislation and regulation
Coalesce around market-making measurement guidelines and
creative standards
Create common ground with customers to reduce costly friction
in the supply chain
Share best practices that foster industry-wide growth
Generate industry-wide research and thought leadership that
solidifies Interactive as a mainstream medium
About the IAB
and the IAB
Native
Advertising Task
Force
Create countervailing force to balance power of other media,
marketing, and agency trade groups
About the IAB Native Advertising Task Force
This Task Force, formed in July 2013, was developed specifically to
establish this framework for the native advertising' pace that clearly lays
out today's native landscape, including recommended disclosure
principles.
Participation is open to all IAB members, with a select group of agency
(media, creative, PR) and academic advisors who also contributed to
the final output. Over 100 member companies representing legacy
publishers, digital native publishers, social networks, and technology
providers are represented on the Task Force, with senior level
participants contributing to the writing.
Member companies on the Task Force can be found here:
http://www.iab.net/member_center/committees/working_groups/native_
advertising_task_force
18
20. APPENDIX
The IAB’s Public Policy office, located in Washington, D.C.,
advocates for our members and promotes the value of the
interactive advertising industry to legislators and policymakers.
The council strives to keep members informed about important
policy-related events through participation in the Public Policy
Council and by developing timely issue briefs and legal analysis
of key proposals.
About the IAB
Public Policy
Council
The Public Policy Council, led at the IAB by Mike Zaneis, IAB
Senior Legal Counsel, contributed to the IAB Recommended
Disclosure Principles statement.
IAB Public
More information on the IAB Public Policy Council can be found
here: http://www.iab.net/public_policy/home
Policy Members
Roster
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