The document discusses trends in native advertising, including: - People are increasingly annoyed by traditional interruptive ads. Users now receive an average of 5,000 ad messages per day. - The IAB has introduced a framework to better define native advertising, identifying six native ad categories and considerations for placement, targeting, measurement, and disclosure. - Native advertising is a rapidly growing market, projected to be over $20 billion in the US and over $1.6 billion in Italy, yet still smaller than traditional non-native online advertising. Content marketing is seen as the true domain for native rather than just online display ads.

1. Pasquale Borriello
@pasqborriello
CONTENT & NATIVE
Pasquale Borriello, Federico Fini, Guido Scorza, Claudio Vaccaro
10 GIUGNO
The Executive Network
10 giugno 2015

2. Il pubblico è sempre più insofferente nei confronti delle “interruzioni pubblicitarie”.
fonte: Epic Content Marketing

3. Un utente riceve in media 5.000 messaggi pubblicitari, al giorno.
fonte: Epic Content Marketing

4. Il livello medio di attenzione degli utenti è sceso a 8 secondi.
fonte: Epic Content Marketing

5. il pesce rosso ha un
livello di attenzione
di 9 secondi!
Il livello medio di attenzione degli utenti è sceso a 8 secondi.
fonte: Epic Content Marketing

6. L’86% degli spettatori “salta” la pubblicità in TV.
fonte: Epic Content Marketing

7. Un click su un banner è meno probabile di un terno al lotto (e di altre cose altamente improbabili).
fonte: Google DoubleClick

8. Photo unsplash.com
Nobody reads ads. People
read what interest them.
Sometimes, it’s an ad.
Howard Gossage, anni ‘50

9. La Guida Michelin nasce nel 1900 in Francia come guida di ristoranti per automobilisti
In Francia erano presenti meno di 3.000 automobili e la guida voleva aumentarne la domanda.
Photo unsplash.com

10. La rivista Furrow nacque nel 1895 per educare gli agricoltori alle nuove tecnologie.
Conteneva pubblicità dei mezzi John Deere. Viene stampata e distribuita ancora oggi.
Photo unsplash.com

11. Secondo Wikipedia è “Native” una pubblicità online che “assomiglia” ai contenuti circostanti.
Ma questo non è ovviamente sufficiente per definire completamente il Native Advertising.

12. via youtube

13. Flickr © Frank Kehren
All our mobile and newsfeed
ads are native.
JD Doughney (Facebook)

14. credits: Luma Partners LLC 2014
Lo scenario ‘Native’ (e Content) è molto molto affollato.

15. via youtube

16. Native Advertising Definition/Decision Tree - Digiday (2015)

17. La svolta del Native Advertising si è avuta con il passaggio alla struttura ‘a feed’.

18. IAB U.S. – The Native Advertising Playbook (Dicembre 2013)
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

19. Il playbook IAB ha introdotto un framework di definizione del Native Advertising
activity stream or not in-stream?
FUNCTION– Does the ad function like the other elements on the page in whi
is placed? Does it deliver the same type of content experience, e.g., a video
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 pag
are new ones introduced?
FUNCTION– Does the ad function like the other elements on the page in whi
is placed? Does it deliver the same type of content experience, e.g., a video
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 pag
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
targeting is available?
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 pag
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
targeting is available?
MEASUREMENT – What metrics are typically used to judge success? Are
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 pag
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
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
views, likes, shares, time spent) or bottom funnel ones (e.g., sale, download
capture, register, etc.?)
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 o
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
views, likes, shares, time spent) or bottom funnel ones (e.g., sale, download
capture, register, etc.?)
DISCLOSURE – Is the disclosure clear and prominent?

20. Formati in-feed (3 varianti: endemic, linked e statico)

21. Formati Search (non solo Google!)

22. Recommendation Widget

23. Custom (ma non tutto è native!)

24. Performance Native vs Banner - IPG Media Lab / Adyoulike (2013)

25. Performance Native vs Banner - Sharethrough (2013)

26. Native Advertising Infographic - Yahoo! (2015)

27. 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
IAB UK - Content & Native Disclosure Guidance (Febbraio 2015)

28. Il documento IAB UK identifica 3 principi di trasparenza

29. Il documento IAB UK fornisce una tabella di definizione

30. Native Advertising Survey - Copyblogger (2014)

31. via youtube

32. Digital Advertising U.S. (2015)
80%
20%
native non-native
>20MLD
>10 MLD
Native Advertising U.S.

33. Mercato Advertising (Mezzi) ITALIA
8
Copyright©2014TheNielsenCompany.Confidentialandproprietary.
LE QUOTE DEI MEZZI NEL 2014
(*) Digital Advertising: dati Nielsen - Stima Nielsen 2014 del digitale non rilevato con dettaglio da Nielsen ed FCP( Search - Adv, Social
Adv, Video , Classified )
47%
4%
17%
3%
18%
6%
5%
TV
Radio
Stampa
Out of Home
Cinema
Digital
digital fcp
Direct Mail
*
(*)
24%
Stima Native/Content ITALIA
>1.600mln
<400mln
native non-native

34. IAB UK Content and Native Research, 2015

35. IAB UK Content and Native Research, 2015

36. Inside Forbes: 10 Battlegrounds to Watch As Native Advertising Marches On

37. Report Association of Online Publishers, UK - 2015 // Ricerca su target 18-34, UK, Adyoulike

38. Ultimi Trend sul Native Advertising: Mobile, Cards Format e Programmatic con Open RTB 2.3

39. Il Content Marketing e non l’online advertising è il vero “territorio” del Native Advertising.
fonte: Google Trends, Forrester Research
44 Miliardi $
investimenti 2014 in Content Marketing (U.S.)

40. grazie!