1. Native advertising has experienced phenomenal growth in recent years, increasing over 340% from 2014 to 2018.
2. Native advertising generates a significant portion of revenue for many publishers, accounting for 100% of Buzzfeed's revenue, 30% of Forbes' digital ad revenue, and 50% of Huffington Post's total revenue.
3. Native advertising can be traced back over 100 years through early examples like Michelin guides and soap operas, but has seen renewed popularity as a way to deliver compelling content seamlessly within a user's normal media consumption.
Creativity and science behind creative testing. creative testing framework an...GameCamp
Presentation of Claire Rozain (from Product Madness) delivered at one of GameCamp webinars dedicated to Creative testing and optimisation (www.gamecamp.io).
How to combine creative and data approach in creative testing? How to make it as the process and learning loop and not one-off? Presentation based on examples and learnings from different campaigns and traffic sources.
Blog of Claire Rozain: https://ClaireRozain.fr.
Creativity and science behind creative testing. creative testing framework an...GameCamp
Presentation of Claire Rozain (from Product Madness) delivered at one of GameCamp webinars dedicated to Creative testing and optimisation (www.gamecamp.io).
How to combine creative and data approach in creative testing? How to make it as the process and learning loop and not one-off? Presentation based on examples and learnings from different campaigns and traffic sources.
Blog of Claire Rozain: https://ClaireRozain.fr.
A short and basic presentation on programmatic advertising, how media buying was done in the past and difference it has made.
This presentation can be useful if the audience is new or has very little idea about programmatic or digital marketing.
Time-Based Advertising Could Save The Display Ad And Premium ContentBenjy Boxer
A new advertising format based on time and attention could save media companies and the display advertising unit. We may finally move away from impression-based advertising and to attention/time based ads. The winners will be advertisers and premium publishers. The immediate losers will be advertising agency trading desks, programmatic buyers, RTBs, and long-tail publishers.
SMOX - Smart Mobile Cross Effectiveness Research Insight ReportGrupoABC
A Mobile Marketing Association (MMA) realizou um estou inédito chamado de “Smart Mobile Cross Effectiveness Research Insight Report” ou Smox, que analisa o desempenho de campanhas de marketing no mobile em comparação a outros meios tais como TV e Web. Insights retirados deste estudo demonstram de forma empírica que uma alocação mais eficaz da verba atual de uma campanha para o meio mobile pode gerar mais vendas e um reconhecimento de marca ainda maior. Segundo Fabiano Lobo, Managing Director da MMA, o estudo mostra 3 dados importantes: 1. A recomendação seria alocar 15% dos investimentos para o meio mobile; 2. Mobile gera mais valor para o negócio do que qualquer outro meio pela proximidade com o consumidor; 3. Dispositivos móveis funcionam no funil de compra, tanto para branding quanto para intenção de compra e conversão.
“Viewability” is only the means to an end - what should be the deeper goal of gauging attention. Philip shows how Asics uses third party tools to cut through the walled gardens of incompatible KPIs and definitions to find an arbiter of truth. But how can media teams also use these metrics to break down subjectivity in talking to creative teams and develop more robust channel strategies? Viewability is just the beginning.
Cost Per Hour: Using a Time-Based Currency for Digital AdvertisingNikul Sanghvi
Cost Per Hour (CPH) is a time-based trading currency for digital display advertising. It was created and developed at the Financial Times in 2014. This white paper, written by Nikul Sanghvi, aims to explain key points on subjects such as product design, pricing methodology and operational workflow.
https://www.linkedin.com/pulse/cost-per-hour-time-based-advertising-nikul-sanghvi
Online, off line, above the line, through the line - whose line? Is there a line?
Due to the increasing fragmentation of consumers and the numerous opportunities available to marketers, individual channels can no longer be considered in isolation. What drives the consumer and where are they driven? Do you know? TV can impact search, online display can support brand recall increasing propensity to transact and online analytics can efficiently optimise the whole marketing mix.
Using dgm Australia’s experience and case studies, Chris will enlighten and demonstrate a truer return on investment
If you invest in growth before you have retention, you’re renting users, not acquiring them. Alyssa Meritt, Head of Strategic Services delivered these mobile growth strategies at Apps World Germany 2016.
Alyssa shared with the audience, five tactics growth hackers use to generate sustainable results in mobile:
>Planning for retention
>Building in relevance to the mobile experience
>Rapid campaign iteration
>Always be optimizing
>Leveraging mobile data for smart acquisition
To find out more, please visit urbanairship.com or call us at +1 (855) 385-3155, or +44 (0)300 303 8796.
The Mobile Engagement Playbook - Going from Good to Great Urban Airship
There are strategies to shift from good push notifications to great engagement with loyal brand advocates.
Do you use push notifications in your app? In-app messaging? Are you targeting your mobile messaging to specific users?
There is so much more precision we can use in our messaging today. Consumers have so much more control they can apply to their media consumption.
Learn more here and please reach out to Urban Airship with any questions on mobile engagement marketing or developer strategies.
A post apocalyptic assessment of mobilegeddon finalAcquisio
With the rapid growth of mobile, mobile is often the very first screen and initial interaction for searchers. Representative Joe Stephens from gold sponsor, Yahoo, leads the discussion regarding the importance of having a strong mobile strategy, and experts Danny Hen of Camilyo and Aaron Levy of Elite SEM emphasize the importance of optimizing for mobile and working through the algorithm changes that now prioritize mobile more than ever.
Advertising Trends in Digital and Traditional Media Channels Can J. Ogan
The customer is getting bombarded with more and more advertisements every day. While the techniques and technology are changing rapidly, it is becoming harder to build brand awareness and engage with potential customers today.
Digital advertising is also called as Internet advertising which holds internet technologies to deliver promotional advertisements to the consumers that are delivered through email, social media websites, advertising on search engines, banner ads on mobile or Web sites, affiliates programs etc.
A short and basic presentation on programmatic advertising, how media buying was done in the past and difference it has made.
This presentation can be useful if the audience is new or has very little idea about programmatic or digital marketing.
Time-Based Advertising Could Save The Display Ad And Premium ContentBenjy Boxer
A new advertising format based on time and attention could save media companies and the display advertising unit. We may finally move away from impression-based advertising and to attention/time based ads. The winners will be advertisers and premium publishers. The immediate losers will be advertising agency trading desks, programmatic buyers, RTBs, and long-tail publishers.
SMOX - Smart Mobile Cross Effectiveness Research Insight ReportGrupoABC
A Mobile Marketing Association (MMA) realizou um estou inédito chamado de “Smart Mobile Cross Effectiveness Research Insight Report” ou Smox, que analisa o desempenho de campanhas de marketing no mobile em comparação a outros meios tais como TV e Web. Insights retirados deste estudo demonstram de forma empírica que uma alocação mais eficaz da verba atual de uma campanha para o meio mobile pode gerar mais vendas e um reconhecimento de marca ainda maior. Segundo Fabiano Lobo, Managing Director da MMA, o estudo mostra 3 dados importantes: 1. A recomendação seria alocar 15% dos investimentos para o meio mobile; 2. Mobile gera mais valor para o negócio do que qualquer outro meio pela proximidade com o consumidor; 3. Dispositivos móveis funcionam no funil de compra, tanto para branding quanto para intenção de compra e conversão.
“Viewability” is only the means to an end - what should be the deeper goal of gauging attention. Philip shows how Asics uses third party tools to cut through the walled gardens of incompatible KPIs and definitions to find an arbiter of truth. But how can media teams also use these metrics to break down subjectivity in talking to creative teams and develop more robust channel strategies? Viewability is just the beginning.
Cost Per Hour: Using a Time-Based Currency for Digital AdvertisingNikul Sanghvi
Cost Per Hour (CPH) is a time-based trading currency for digital display advertising. It was created and developed at the Financial Times in 2014. This white paper, written by Nikul Sanghvi, aims to explain key points on subjects such as product design, pricing methodology and operational workflow.
https://www.linkedin.com/pulse/cost-per-hour-time-based-advertising-nikul-sanghvi
Online, off line, above the line, through the line - whose line? Is there a line?
Due to the increasing fragmentation of consumers and the numerous opportunities available to marketers, individual channels can no longer be considered in isolation. What drives the consumer and where are they driven? Do you know? TV can impact search, online display can support brand recall increasing propensity to transact and online analytics can efficiently optimise the whole marketing mix.
Using dgm Australia’s experience and case studies, Chris will enlighten and demonstrate a truer return on investment
If you invest in growth before you have retention, you’re renting users, not acquiring them. Alyssa Meritt, Head of Strategic Services delivered these mobile growth strategies at Apps World Germany 2016.
Alyssa shared with the audience, five tactics growth hackers use to generate sustainable results in mobile:
>Planning for retention
>Building in relevance to the mobile experience
>Rapid campaign iteration
>Always be optimizing
>Leveraging mobile data for smart acquisition
To find out more, please visit urbanairship.com or call us at +1 (855) 385-3155, or +44 (0)300 303 8796.
The Mobile Engagement Playbook - Going from Good to Great Urban Airship
There are strategies to shift from good push notifications to great engagement with loyal brand advocates.
Do you use push notifications in your app? In-app messaging? Are you targeting your mobile messaging to specific users?
There is so much more precision we can use in our messaging today. Consumers have so much more control they can apply to their media consumption.
Learn more here and please reach out to Urban Airship with any questions on mobile engagement marketing or developer strategies.
A post apocalyptic assessment of mobilegeddon finalAcquisio
With the rapid growth of mobile, mobile is often the very first screen and initial interaction for searchers. Representative Joe Stephens from gold sponsor, Yahoo, leads the discussion regarding the importance of having a strong mobile strategy, and experts Danny Hen of Camilyo and Aaron Levy of Elite SEM emphasize the importance of optimizing for mobile and working through the algorithm changes that now prioritize mobile more than ever.
Advertising Trends in Digital and Traditional Media Channels Can J. Ogan
The customer is getting bombarded with more and more advertisements every day. While the techniques and technology are changing rapidly, it is becoming harder to build brand awareness and engage with potential customers today.
Digital advertising is also called as Internet advertising which holds internet technologies to deliver promotional advertisements to the consumers that are delivered through email, social media websites, advertising on search engines, banner ads on mobile or Web sites, affiliates programs etc.
Has the needle swung too far? The perils of putting all your eggs in a digit...Diane Hannay
Marketers have been seduced by digital marketing. This presentation highlights facts about non-human traffic on the Internet and the rise of ad blocking and ad fraud. It also provides compelling information on why traditional media still has a role to play, particularly in regional areas and with the over 45 demographic.
4 steps to better engaging audiences using mobile technologyCarlos R. Guevara
Audiences want captivating and engaging advertising that's relevant to them. Something that can be done effectively using mobile technology. Learn the 4 steps to better engaging audiences using mobile technology in this free eBook.
Are you a new business that’s about to take the digital leap or are you just generally interested in the world of digital marketing? If so, it’s crucial that you understand what each type is! This slideshow shows you the 11 types of digital marketing and how they can be used within a broader digital marketing strategy.
5 Major Benefits of Airplane AdvertisingMaria Wilson
Airplane advertising has immense benefits for any business. This article will discuss five top benefits of this novel marketing approach for any type of business regardless of the size of business.
Our annual collection of essays. It is a truly global publication, focusing on how digital has transformed the ways in which consumers explore, discover, buy, and engage with products and services as well as with each other, transcending traditional channel boundaries, and transforming marketing.
In this report we provide an overview of the native advertising ecosystem, with a specific focus on native advertising delivered programmatically. We touch on the native advertising market size, key vendors in the space, recent updates from incumbent advertising companies like Facebook, Google, Yahoo & Twitter, and key challenges and opportunities within the native ads market.
5 Ways Digital Advertising is Growing Up (Finally!)The Archer Group
As the online banner ad has just become old enough to drink, developments in measurement, standardization, and targeting have given brands the right tools to responsibly mature the way digital advertising is assessed. With display advertising spend overtaking that of search for the first time ever in 2016, these advancements couldn’t come at a better time for marketers. In this presentation, Ryan Hurley, Archer’s Director of Performance Marketing, will address how brands can make the most of their advertising, embracing both action and accountability across the digital landscape.
The Ever Wonder Series is a private, educational discussion series offered for free to friends and partners of the Archer Group, aimed at adding clarity to some of the more complex issues surrounding Digital Marketing and Media.
The Future of Marketing: Leveraging Intent Beyond SearchDub_Roll
AdRoll’s President, CMO & Co-Founder, Adam Berke’s keynote presentation at the 5th Digital Media and Marketing Summit in Dublin on May 28th 2014. Adam explores how data and intent data is at the centre of the new digital advertising ecosystem.
Social:
#digitalsummit14 @Digital_Summit @adamberke @AdRoll
www.adroll.com
2. Native advertising is hot: phenomenal growth in the US
is set to continue
2018
$5,7B
2014
$1,3B
+340%
Source: Business Intelligence
3. Native advertising is big business for publishers
3
Buzzfeed:
100%of all revenue
Forbes:
30%of digital ad revenue
Huffington Post:
50%of all revenue
4. 4
What is native advertising?
“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”
- IAB Native Task Force
6. 1. Native advertising dates back over 100 years
2. Native advertising performs better on mobile than on
desktop
3. The smartest marketers use ad impressions to assess native
advertising campaigns
6
Audience poll – true or false?
PRIZE = €50K native campaign with NU.nl
7. 1. Native advertising dates back over 100 years
2. Native advertising performs better on mobile than
on desktop
3. The smartest marketers use ad impressions to
assess native advertising campaigns
7
Audience poll – true or false?
TRUE
8. The Michelin Guide, to compel drivers to use up their
(Michelin) tyres, was started in 1900
9. 9
‘Soap Operas’ started in the 1930s as native advertising
radio shows targeting housewives with cleaning products
12. 1. Native advertising dates back over 100 years
2. Native advertising performs better on mobile than
on desktop
3. The smartest marketers use ad impressions to
assess native advertising campaigns
12
Audience poll – true or false?
TRUE
13. Native advertising performs better on mobile than
desktop, and even better on tablet
13
SMARTPHONE TABLET DESKTOP
.38% CTR
85 HOURS
.51% CTR
26 HOURS
.13% CTR
87 HOURS
Average CTR and total viewing hours based on 1 Billion ad impressions
14. Why? Native ads on mobile command a greater share of
the screen, with fewer distractions, to capture attention
14
10% of screen 30% of screen
15. 1. Native advertising dates back over 100 years
2. Native advertising performs better on mobile than
on desktop
3. The smartest marketers use ad impressions to
assess native advertising campaigns
15
Audience poll – true or false?
FALSE
16. 16
Native ad metrics can demonstrate real engagement.
Example: The New York Times, The Imitation Game
CURRENCY
AD IMPRESSIONS
CTR
PAGE VIEWS
VIEW TIME
SCROLL SPEED
INPUT RATE
DEGREEOFENGAGEMENT
17. A message on native advertising from Meredith Kopit
Levein, VP of Advertising at the New York Times
18. And finally: Sanoma’s top 5 tips for successful native ads
2. Make content compelling: educate the consumer on the issue
3. Make it visual and preferably interactive
4. Gamify – make it fun!
1. Context is king (content is now queen)
5. Differentiate them. Don’t try and trick the reader