Performance's Role in Content and Native's Growth_Clare O'Brien
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This document discusses the changing nature of digital advertising and marketing. It notes that as consumers spend more time with mobile devices and social media, the definition of advertising needs to change. Specifically, it argues that advertisers are no longer just in the advertising business, but rather the content and storytelling business. The document provides examples of how brands are using engaging content like articles and videos across digital channels like mobile, social media, and native advertising to successfully drive performance metrics like clicks, views, and sales. It also discusses the growing role of content marketing and how programmatic technology allows brands to distribute content at scale.
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Performance's Role in Content and Native's Growth_Clare O'Brien
- 1. Performance Marketing, Content, Native & changing horizons Clare O’Brien, IAB UK 26th October 2016 01/11/2016iabuk.net
- 4. 01/11/2016iabuk.net “The railroads collapsed because they thought they were in the railroad business, when really they were in the transportation business” Theodore Levitt, Harvard Business Review, 1960
- 8. 01/11/2016iabuk.net “the definition of creativity needs to change – we’re not in the advertising business anymore” Sir Martin Sorrell, CEO & Chairman, WPP: 2016
- 10. Display reaches a third of digital in H1 2016 Category H1 2015 Share Search 51% Display 31% Classified 16% SOURCE: IAB / PwC Digital Adspend H1 2016 16.4 %
- 11. Content & Native is now 29% of display New for 2014: Content marketing = paid for sponsorship,advertisementfeatures, in-feed & native distributiontools.. New for 2015: Tablet is no longer in ‘other’ and is now folded into relevant categories within digital. Banners in social are no longer split out separately and are now folded into Banners.. SOURCE: IAB / PwC Digital Adspend H1 2016.
- 12. Mobile Content & Native nears 50% of mobile display * Standard display includes Standard Banners, Rich Media Banners,Interstitialsand MPUs. ** Remaining display formats includes music and tenancies SOURCE: IAB / PwC Digital Adspend H1 2016
- 13. £137.9m Note: growth rates are absolute (not like-for-like) SOURCE: IAB / PwC Digital Adspend H1 2016 Mobile Content & Native growing strongly within mobile display
- 14. SOURCE: IAB / PwC Digital Adspend H1 2016 £0 £100 £200 £300 £400 £500 £600 £700 £800 H1 2010 H2 2010 H1 2011 H2 2011 H1 2012 H2 2012 H1 2013 H2 2013 H1 2014 H2 2014 H1 2015 H2 2015 H1 2016 Social Media Advertising: £Millions Social media display grows 43% year on year to £745m +
- 15. For 2011 onwards revenues for online video advertising on TV broadcaster websites are based on WARC estimates SOURCE: IAB / PwC Digital Adspend H1 2016 / WARC Video increases by 69% since H1 2015
- 17. OPM captures c.£953 million not measured by Digital Adspend Study IAB / PwC Online Performance Marketing Study 2015
- 18. IAB / PwC Online Performance Marketing Study 2015
- 19. ©IABUK|LastupdatedMay2016|Version3.0 IAB UK Content & Native Definitions Framework Advertiser owned Media owner revenues (brand-based) Type Brand-owned content Publisher-hosted and/or made Native distribution ad units Owned Paid Paid Whatitis/Howitworks–typicalcharacteristics Advertiser owned and operated: conceived, made and managed e.g. website / app Content elements (article, slides, video, app, social pages / sharing) Contract publishing 1. Publisher*-controlled content (sometimes called ‘supported’ or ‘sponsored’) • publisher-made, looks like surrounding editorial, enabled by brand but may have been produced even without brand funding • publisher editorial control and sign-off 2. Advertiser-controlled commercial content (sometimes called ‘ad feature’ or ‘advertorial’) • can be made by publisher and/or brand • advertiser editorial control and sign-off 3. Joint publisher/advertiser-controlled commercial content (sometimes called ‘sponsored’ or ‘ad feature’) • can be made by publisher and/or brand, enabled by brand but may have been produced even without brand funding • publisher and brand editorial control Automated & programmatic (scale) content delivery. Examples include: • 3rd party aggregated • 3rd party curated • 3rd party discovery tools • 3rd party recommendation tools • In-ad (IAB standard ad formats)** • In-app • In-feed*** • Proprietary / bespoke ad formats • Promoted post
- 25. 01/11/2016iabuk.net Dollar Shave Club: Sold to Unilever for $1bn, July
- 30. 258 % Increase in Dwell Time 321 % Increase in CTR 42 % Decrease in Cost Per Sale Native advertising allows us to inspire our audience in a way we just aren’t able to do with other ad formats due to it being more editorial and engaging in nature
- 32. 32 Turning Brand Stories into Brand Results Outbrain for Performance Sponsored Stories Four Brilliant Ways to Get Better Skin 5-Minute Fixes to Makeover Your Home 1920s Fashion: Icons Who Changed Fashion Forever One Given Moment: Tribute to Johan Cruyff The Economist Home Baking Made Easy Marks & Spencer More from Marie Claire
- 33. 33 CASE STUDY Home Décor Retailer Re-Engaged Website Visitors with Content to Drive Sales Results: 1.5x Increase in CTR 4x Conversion Rate 50% Lower CPA
- 37. 01/11/2016iabuk.net In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.