This document discusses native advertising and provides guidance on best practices. It defines native advertising as paid ads that are designed to blend into the design and behavior of the platform so users feel they belong. The document outlines the main types of in-feed native ads and provides research findings that show consumers prefer relevance and transparency in native ads. It recommends that native ads match the style and quality of editorial content, share brand expertise rather than selling, and be transparent about authorship and sponsorship.

1. Clearing up the murkiness
of this thing called “native”
Susan Borst
@susanborst

2. IAB native advertising
task force
@susanborst

3. love
@susanborst

4. love
noun
1. an intense feeling of deep affection.
"babies fill parents with intense feelings of love"
synonyms: deep affection, fondness, tenderness, warmth, intimacy, attachment, endearment
2. a person or thing that one loves.
"she was the love of his life"
synonyms: beloved, loved one, love of one's life, dear, dearest, dear one, darling, sweetheart, sweet,
angel, honey
@susanborst

5. @susanborst

6. @susanborst
A suiteof adproducts

7. 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.
@susanborst
- IAB Native Advertising Playbook
The aspiration

8. The
six
categories

9. The
six
categories

10. Evaluating the ad types
@susanborst

11. Examples of this type of in-feed ad include: BuzzFeed, Gawker, Forbes BrandVoice, and Mashable.
The truest aspiration of native…
@susanborst

12. Recommendation Widgets
But wait….
@susanborst

13. Focus on in-feed ads
@susanborst

14. @susanborst
4 main in-feed ad types
• story ads (written text)
• video ads
• app install ads
• product ad (aka product listing ad)

15. <---Non-Promotional Content Promotional--->
@susanborst

16. @susanborst
clicking
tapping
swiping
hovering
scrolling
+??

19. STOP
@susanborst

20. @susanborst
what do
consumers
think?

21. h.p://staff.onionstudios.com/videos/sponsored-­‐content-­‐pre.y-­‐fucking-­‐
awesome-­‐1935
h.p://staff.onionstudios.com/videos/sponsored-­‐content-­‐pre.y-­‐fucking-­‐
awesome-­‐1935

22. @susanborst
July, 2014

23. 3 news verticals
@susanborst
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14

24. Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14

25. @susanborst
86%
Online ads = Necessary Evil
60%
More open to stories v. sell
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14

26. @susanborst
71% 61% 70%
Business Entertainment General
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
They’ve seen it

27. Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst

28. 82% 85% 41%
(*whoa!)
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst
Business Entertainment General
They get that it’s paid for by a brand*

29. @susanborst
content brand
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14

30. Beforetheclick...
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst

31. Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
@susanborst

32. @susanborst
Relevant
Authoritative
Authentic/
Trustworthy
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14

33. The “Vogue effect”
@susanborst
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14

34. Brand perceptions
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
@susanborst

35. @susanborst
IAB
NaJve
AdverJsing
Playbook

36. How are native ads disclosed?
(Image
used
for
representaJon
only.)
@susanborst
Source:
IAB/Brandtale
“Disclosure
Disclosed”
Study,
2015

37. Evaluation Criteria #1 -Primary Disclosure Statement
Does
ad
include
typed
out
Primary
Disclosure
Statement?
Source:
IAB/Brandtale
“Disclosure
Disclosed”
Study,
2015
@susanborst

38. Evaluation Criteria #1 - Primary Disclosure Statement
If
there
is
a
typed
out
Primary
Disclosure
Statement,
what
is
the
disclosure
language?
Source:
IAB/Brandtale
“Disclosure
Disclosed”
Study,
2015
@susanborst

39. Evaluation Criteria #1 - Primary Disclosure Statement
If
there
is
a
typed
out
Primary
Disclosure
Statement,
where
is
the
disclosure
language
found
in
the
ad
and
is
the
font
size
larger,
smaller
or
the
same
as
the
ad
copy?
Source:
IAB/Brandtale
“Disclosure
Disclosed”
Study,
2015
@susanborst

40. Evaluation Criteria #2 - Brand/Company Disclosure
Is
the
brand
or
company
sponsor
disclosed?
Source:
IAB/Brandtale
“Disclosure
Disclosed”
Study,
2015
@susanborst

41. Evaluation Criteria #2 - Brand/Company Disclosure
Is
the
brand
or
company
sponsor
is
disclosed,
how
is
it
disclosed?
@susanborst
Source:
IAB/Brandtale
“Disclosure
Disclosed”
Study,
2015

42. Evaluation Criteria #3 - Shading
Does
the
ad
have
any
shading?
-­‐
If
yes,
is
it
dark,
medium
or
light?
Source:
IAB/Brandtale
“Disclosure
Disclosed”
Study,
2015
@susanborst

43. Evaluation Criteria #4 - Lined Border
Does
the
ad
have
a
lined
border,
either
a
lined
rule
above
or
below
or
a
complete
boxed
line
around
it?
Source:
IAB/Brandtale
“Disclosure
Disclosed”
Study,
2015
@susanborst

44. Source:
IAB/Brandtale
“Disclosure
Disclosed”
Study,
2015
@susanborst

45. Although
specula.ve,
what
might
we
expect
from
FTC
guidance
on
na.ve
adver.sing
disclosure?

46. How
does
the
FTC
announce
that
they
are
providing
formal
guidance?

47. What,
if
anything,
publishers/marketers/agencies
could
or
should
do
in
an.cipa.on
of
poten.al
guidance
being
issued
for
na.ve
adver.sing?

48. If
guidance
is
issued,
how
should
publishers/marketers/agencies
respond?

56. @susanborst
Relevance – Not working as well

57. Iguess it would be
ok if Toyota
sponsored an
article about
great road trip
recipes...but not
something like
fracking. Just
doesn't fit.
Idon't know that
brand at all, but I
like the article. If
Isaw it enough, I
might check out
the sponsor, but
I'm notsure.
If I see that the
article is written
by the sponsor's
President or
something, that
can have a
negative effect as
it may be more
biased.
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst

58. Opportunities and Challenges
• Scale & Programmatic native
• Ad blocking

59. Programmatic native
Image:
Sharethrough
@susanborst

60. Programmatic native
@susanborst

61. Ad blocking

62. Before AdBlock After AdBlock
h.p://blog.pubnaJon.com/publishers-­‐fight-­‐back-­‐how-­‐the-­‐top-­‐50-­‐websites-­‐combat-­‐adblock/

63. Before AdBlock After AdBlock
h.p://blog.pubnaJon.com/publishers-­‐fight-­‐back-­‐how-­‐the-­‐top-­‐50-­‐websites-­‐combat-­‐adblock/

64. Native Advertising – Three Take-Aways
Relevant
Match
editorial
in
style/quality
Brands: Know where
your ads are being
placed when served
programmatically.
Publishers: Turn
away advertisers that
don’t fit
AuthoritaBve
Share
your
exper6se
vs.
sell
Brands: Resist the
urge to ask to have
brand claims in your
sponsored content.
Publishers: Help
advertisers adopt a
more editorial
mindset
AuthenBc
Be
yourself
in
a
transparent
fashion
Brands & Publishers:
Err on the side of
transparency – from
authorship to
disclosure
@susanborst

65. Thank you.
@susanborst
Image
credit:
swellwomen.com