Programmatic Native: Friend or Foe? - Faye Liddle-Moore, Commercial Director Northern Europe, Outbrain

2. Programmatic
Native
Friends or Foes?
Faye Liddle-Moore
Commercial Director, Northern Europe
+

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

4. Native advertising

5. Consumer Shift
Consumption
On Digital
UK Adblock Penetration
Software On the Open Web
% of population
2014 2015 2016 2017 2018
0%
5%
10%
15%
20%
8,0%
11,1%
14,1%
15,3%
16,1%
1,4%
2,6%
4,3%
5,8%
6,9%
Mobile / Desktop

8. Technology
B E T T E R
Advertising
B E T T E R
The user
R E S P E C T I N G

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

10. Social & Non-social Native

11. Outbrain surveyed
1,000 UK consumers
to test the effectiveness
of different ad formats

12. of consumers do not like advertising
that interrupts
or disrupts their online activity
will remember
a brand following
a positive interaction
48%95%

13. Placing control into
consumers’ hands
is how advertisers can
regain consumer trust
Click-to-play
video was considered
the least intrusive across all video
advertising formats

14. SOURCE: IPG/Sharethrough
Consumers looked
at Native ads
53% more frequently
than display ads

15. The Power of Positive
66%
ignore an ad
when their online
experience is
interrupted by it
29%
remember
the brand if they
have had a positive
experience
1 in 5
are more inclined
to pay attention
to that brand’s ads
in the future

16. Native Programmatic

17. Meet Native Meet Display
Native, London
Display, London

18. Meet Native
ON THE PULL
BRAND SAFE
BELOW THE FOLD
GREAT ENGAGEMENT
QUALITY INVENTORY
PUSHY
HIGHLY VIEWABLE
Meet Display

19. If Programmatic had gotten
to know native
Better lifetime
value
Less bounce
rate
Completed
video views
App downloads
Higher
conversion rates
Better insights
Dwell time
WHAT I’M LOOKING FOR
Some one who wants
Lifetime Value (or
engagement at least).

20. It’s a Match!

21. Programmatic was built for
display; but Native needs to
be treated differently.

22. The power of
Programmatic
Native+

23. Programmatic Native
wins hands-down when it comes to
improved consumer experience
and engagement.

24. Programmatic Native does all the
hard-work and helps you focus
more on strategy.

25. Works really
well when it comes to reaching
multiple market segments.

26. Programmatic, as a whole,
is expected to achieve
20.7% growth in 2019
The fastest growing ad format
is none other than native,
which is set to grow by 25% in 2019,
Followed by video (22.6%),
and mobile (22.2%).

27. Measuring success with
Programmatic Native.
Goal KPI
Awareness/
Traffic
CTR, CPC
Engagement
Time on Site, Number of Engagements,
Bounce Rate, Engagement Rate,
Conversions CPA, CPL, ROI,

28. Tips to Succeed with Programmatic Native.
1.
Remember it’s not just
about technology
2.
Identify the goals
you want to achieve
3.
Target wisely
4.
Truly harness ‘big data’
5.
Aim to strike
the emotive chord.
6.
Measure what matters

29. Native
Programmatic
Best Friends

30. With great power,
comes great responsibility

31. Q&A

32. Thank You !