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.

1. NATIVE ADVERTISING
05.04.2015

2. NATIVE ADVBANNER
NATIVE ADVERTISING CONTENUTO SPONSORIZZATO
RILEVANTE PER L’UTENTE NON INTRUSIVO

3.
References
This Infographic Explains What Native
Advertising Is.
Is Your So-Called 'Native' Advertising
Really Native?
IAB Native Advertising Playbook.
IAB UK Guidelines to provide greater
transparency in Native Digital
Advertising.
Native Advertising
ˈnātiv ˈadvərˌtīziNG
Native advertising è una forma di advertising online che
assume l'aspe o dei contenuti del sito sul quale è ospitata,
cercando di generare interesse negli utenti. L'obie ivo è
riprodurre l'esperienza utente del contesto in cui è posizionata,
sia nell'aspe o che nel contenuto.
Nello specifico, il Native Advertising è un metodo pubblicitario
contestuale che ibrida contenuti e annunci pubblicitari
all'interno del contesto editoriale dove essi vengono
posizionati (sia dal punto di vista grafico sia dal punto di vista
della linea editoriale), indicando chiaramente chi è
l'inserzionista che 'sponsorizza' tale contenuto.

4. Youtube: TruView Twi er: Promoted Tweet Facebook: Promoted Post
NATIVE ADVERTISING ESEMPI SUI SOCIAL

5. FUNZIONALITÀ
FORMA Ha l’aspe o del contenuto del sito ospitante.
L’esperienza utente è la stessa del resto del sito.
Sharethrough - 2014
NATIVE ADVERTISING CARATTERISTICHE
Le principali properties online già utilizzano il Native Advertising

6. LA SVOLTA IL FEED
(NATIVE ADV)

7. LA SVOLTA IL FEED
(NATIVE ADV)
2012 2013

8. WORDING
(NATIVE ADV)
NATIVE ADVERTISING
Pubblicità/Advertising
Promosso da
Sponsorizzato
Sponsorizzato da
Presentato da
In collaborazione con
Contenuto sponsorizzato
Suggerito da

9. Sharethrough - 2014
FEED HISTORY

10. NATIVE ADVERTISING ALTRI ESEMPI

11. NATIVE ADVERTISING ALTRI ESEMPI

12. NATIVE ADVERTISING ALTRI ESEMPI

13. 0
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
THE NATIVE ADVERTISING PLAYBOOK
SIX NATIVE AD CATEGORIES, SIX MARKETPLACE
CONSIDERATIONS, AND IAB RECOMMENDED
DISCLOSURE PRINCIPLES

14. IABIL 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?
FORMA
FUNZIONALITÀ
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
INTEGRAZIONE
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.?)
TARGETING
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.?)
MISURAZIONE
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? DISCLOSURE L’INDICAZIONE È CHIARA?

15. Sharethrough - 2014
NATIVE ADVERTISING IN FEED

16. NATIVE ADVERTISING IN FEED
Endemic in-feed: è nel feed e
punta ad una pagina-post.
Linked In-feed: è nel feed e punta
ad una pagina esterna al sito.
In-feed: è nel feed e non punta ad
altre pagine.

17. Sharethrough - 2014
NATIVE ADVERTISING SEARCH

18. NATIVE ADVERTISING
Risultati: compaiono al di sopra dei
risultati organici e sono venduti a
performance (click).
SEARCH
Elenchi: compaiono nell’elenco degli altri
prodo i e linkano ad una pagina speciale
dedicata.

19. Sharethrough - 2014
NATIVE ADVERTISING RECOMMENDATION

20. NATIVE ADVERTISING
Recommendation Widget: è in un’area
delimitata al di fuori del feed.
RECOMMENDATION
Ti potrebbe interessare
Consigliati
Dal web
Raccomandati

21. Sharethrough - 2014
NATIVE ADVERTISING CUSTOM

22. Content & Native Disclosure Guidance
Phase 1: Native Distribution Formats
Published February 2015
IAB UK in partnership with AOP, CMA and ISBA
Introduction
This document outlines good practice in relation to the disclosure of advertising and marketing communications
for native distribution formats online. The objective is to set out clear and practical steps to help brand owners,
publishers and marketing practitioners provide transparency to consumers engaging with different forms of
native distribution formats online in compliance with the UK Code of Non-broadcast Advertising, Sales
Promotion and Direct Marketing (CAP Code) and the Consumer Protection from Unfair Trading Regulations 2008
(CPRs).
What is in scope?
The industry’s understanding of what constitutes a ‘native format’ has to be understood in the context of the
wider content marketing and native advertising industry. These particular features of the digital advertising
industry include a range of different products and services, which vary by company, platform and channel. It is
also an advertising format that is evolving rapidly, and as such we expect this guidance to develop in line with
the industry. In order to better understand them, the IAB’s Content Marketing and Native Advertising Council has
produced a ‘Definitions Framework’ which categorizes the industry into three succinct areas: Paid for Content,
Advertising and Native Distribution Formats.
A full version of the Definitions Framework can be found in Annex A. This Definitions Framework should help
readers understand what we do and do not consider to be a ‘Native Distribution Format’ and how these relate
to other marketing formats. IAB envisages the guidance evolving over time. This document outlines “Phase I” of
the guidance which is limited to the final column. This covers what the industry generally considers to constitute
Native Distribution Formats. Illustrated examples of suggested good practice are represented in Annex B.
As this industry continues to develop, please also refer to the IAB’s thought leadership series, which talks about
how the content marketing and native advertising industry is evolving: www.iabuk.net/content-native IAB is
committed to keeping the guidance under review and adding to it where necessary. In the next phase, the
Native Advertising and Content Marketing Council will look at online advertorial and sponsored content
production and what good practice in print media might be relevant to digital and whether new guidance may
be necessary.
The regulatory framework applying to native distribution forms of advertising
The CAP Code – the advertising industry’s mandatory code for non-broadcast marketing communications,
independently administered and enforced by the Advertising Standards Authority (ASA) – states:
(rule 2.1) Marketing communications must be obviously identifiable as such; and

23. PRINCIPLES

24. DEFINITION FRAMEWORK

25. NATIVE ADVERTISING SCENARIO
Triplelift - 2013

26. NATIVE ADVERTISING IAB DIGITAL
VIDEO (link)

27. NATIVE ADVERTISING NUMERI
Bia-Kelsey / Adyoulike 2013

28. NATIVE ADVERTISING NUMERI
Adyoulike - 2013

29. NATIVE ADVERTISING NUMERI
IPG Media Lab - 2013

30. NATIVE ADVERTISING NUMERI
Sharethrough - 2013

31. NATIVE ADVERTISING NUMERI
IPG Media Lab - 2013

32. NATIVE ADVERTISING NUMERI
CopyBlogger - 2014

33. ESEMPI SUI SITI NYTIMES

34. ESEMPI SUI SITI FORBES

35. ESEMPI SUI SITI BUZZFEED

36. NATIVE ADVERTISING IN ITALIA
05.04.2015

46. LINK