Il Native è al crocevia tra i cambiamenti nelle abitudini di acquisto dei consumatori e le continue innovazioni tecnologiche al servizio dell’industria pubblicitaria. Si prevede che il Native sarà per questa ragione il primo formato di pubblicità digitale nei prossimi anni. In questo panel verranno condivisi alcuni dei principali dati provenienti da diversi studi di mercato condotti da Outbrain, dove si analizza la percezione dei consumatori riguardo a diversi formati pubblicitari. Olympia Pratesi, Team Lead Agency Sales di Outbrain Italia, vi accompagnerà nella scoperta delle sfide e dei punti di forza del Native Advertising applicato all’ecommerce. Condividerà inoltre insights, strumenti e best practice di aziende di vari settori che hanno incrementato il ROI e l’engagement dei propri eCommerce grazie al Native Advertising.

2. Come incrementare le
vendite del tuo eCommerce
con il Native Advertising:
Strumenti e best practises
Olympia Pratesi
Team Lead Agency Sales - Outbrain Italia
+

3. Agenda
1. Native Advertising &
Outbrain Intro
2.The Power of Discovery for
eCommerce:
Data & Insights
4. Best Practises
&
Success stories
3.Delivering Results

4. Why Native

5. :
Advertising that
matches the form,
feel and function of
the content of the
media on which it
appears.

6. “By 2025, we predict
Native will reach its
tipping point and be
the preferred form
of advertising.”

7. EUROPE
Ad blocking Across Devices and Global Regions
% W H O U S E A N A D - B L O C K E R A T L E A S T O N C E P E R M O N T H
NORTHAM
LATAM
38%
25%
15%
35%
29%
14%
36%
23%
13%
MEA
37%
35%
15%
APAC
40%
41%
18%

8. Consumers almost universally hate to be interrupted
…and they skip over ads that annoy them
That interrupts or disrupts
their online experience
D I S L I K E A N A D
When it interrupts their
online experience
I G N O R E A N A D

10. In Italy Outbrain interviewed
+1.000 users
to demonstrate the effectiveness
of different advertising formats

11. of consumers do not like advertising
that interrupts
or disrupts their online activity
will remember
a brand following
a positive interaction
29%85%

12. Native Advertising
simply works better
53%
More consumers look at Native Ad
formats vs. banner ads*
x8.8
Higher engagement than
traditional Display formats**
* IPG Media Lab, 2017, **eMarketer, 2018, ***Oath, 2018
+15%
Purchase intent after clicking
a Native Ad vs. a banner ad***

13. NativeAdvertising
simply works better
More consumers
look at Native Ad
formats vs. banner ads*
* IPG Media Lab, 2017, **eMarketer, 2018, ***Oath, 2018
53%

14. NativeAdvertising
simply works better
Higher engagement
than traditional
Display formats
* IPG Media Lab, 2017, **eMarketer, 2018, ***Oath, 2018
X8,8

15. NativeAdvertising
simply works better
Purchase intent after clicking
a Native Ad vs. a banner ad***
* IPG Media Lab, 2017, **eMarketer, 2018, ***Oath, 2018
+15%

16. NativeAd Spending
Forecasted Growth
2020-2025
0
20
40
60
80
100
120
140
160
Western Europe North America APAC LATAM
2020 2025

17. In Italy, Native will grow
from $1,4 Billion in 2020…
…to $6.8Billion in 2025

18. Introducing
Outbrain

19. Discovery at scale.
Powering the world’s most
premium websites and news
feeds in the world.
Premium Partnerships
*Comscore, 2019, *Outbrain internal data, March 2019
290 Billion
Monthly Discoveries*

21. Repurpose your Facebook ads for Native

22. Repurpose your top performing search ads for Native
The perfect international
plan for you & your family.
FWD Insurance

23. The Power of Discovery
for Ecommerce: Data &
Insights

24. eCommerce,
crescita nel 2020
prevista al +26 per
cento
*Datidell'OsservatorioB2cdelPolitecnicodiMilano
La situazione attuale: gli acquisti eCommerce B2c per
comparto merceologico

25. The Power of Discovery vs Search and Social

26. The Halo effect of
Premium environments
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Trust Clicks Purchase
Impact of environment on ad trust, clicks and
future purchases
Publisher Sites Social Media Sites

27. The Sales Effect
0
5
10
15
20
25
30
35
40
45
Easy to
understand
Trustworthy Inspire future
purchase
Likely top make
me feel positive
about a brand
likely to make
me click
likely to make
me purchase
Native Discovery vs Social & Display ad formats
Outbrain Display Social
Outbrain recommendations,
are more informative, elicit
positive feelings about a brand
and encourage call to action
compared to social and display
ads

28. Delivering
Results

29. Outsmart competitors
Increasing cost of
acquisition
Reach the right target
audience
E-commerce Challenges
Low Retention ( LTV)

30. ConversionAwareness Consideration
Determine Your KPIs

31. Device
Targeting
OS / Browser
Targeting
Custom Audiences Server-to-Server
Tracking
Geo / Zipcode
Targeting
Story
Sequencing
3rd Party
Targeting
Interest
Targeting
DMP/CRM
Targeting
Lookalike
Audiences
Targeting the Audience That Converts

32. Landing Page
Best Practices

33. Landing Pages
To generate leads
Write clear call to actions
Create short forms
Include important info in the 1st paragraph
Reference experts & use reviews
Offer more than information

34. LP Technology

35. LP - Ecommerce

36. Landing Pages
To Generate Sales
Maintain a theme
Take advantage of seasonality
Retarget with dedicated landing pages
Amplify expert reviews or earned
media
Take consumers to product selection page

37. LP – Product

38. LP – Ecommerce

39. How effective is Native
for Ecommerce
Success Stories

40. Case Study
- 40%
Velasca reaches a
and reduces the
with Outbrain
Discovery
Fashion/Lifestyle
To generate
high-quality traffic
- 15%

41. 200%
ROI
Retail
Awareness, Visits
& Conversions
Made.com generated a
thanks to
1.5%
Conversion Rate
3.75
Page/session
Case Study

42. - 75%
- 40%
Case Study
+260%
ROI
Bodeboca increased their ROI
with Outbrain Discovery
CPG
Conversion/Sales

43. Fashion/Lifestyle
New
Visitors, Qualified
Traffic, Sales
Le Slip Français generated a
to their site
with Outbrain
-30%
Outbrain ‘CPV utile’ vs other
Display channels
#1
Provider of new sessions
Case Study

44. 3 Building Blocks for
Successful
E-Commerce
Campaign
Use Content
It’s important to drive consumers to
content rather than directly to a landing
page/home. Consumers need to be
educated, especially with information
that’s more challenging.
1
2
Use Data
Know which audience segments are
converting, and find lookalikes for those
high convertors.
3
‘Always On’ is Key
Campaigns that use an always on approach
have the time to optimise and therefore perform
the best!

45. Thank You !
infoit@outbrain.com
@OutbrainIT
www.outbrain.com/it

46. Q&A