WTF is Native Demand - WTF Native NYC, 11/3/15
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Chris Pirrone and Jenna Browning from USA Today's presentation from the Digiday WTF Native Advertising event on November 3, 2015.
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WTF is Native Demand - WTF Native NYC, 11/3/15
- 1. WTF IS NATIVE DEMAND?
- 2. NA• TIVE AD• VER• TIS• ING n. Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Form Native ads match the visual design of the experience they live within, and look and feel like natural content. Function Native ads must behave consistently with the native user experience, and function just like natural content. +
- 3. THE LARGEST SOCIAL PLATFORMS MONETIZE WITH NATIVE ADS
- 4. WHY NATIVE?
- 5. The Business Of Feeds IN-FEED NATIVE ADVERTISING IS ALREADY A $4B+ MARKET $0 $3 $6 $9 2012 2013 2014 2015 2016 2017 2018 Native Ad Spend (Billions of $) $8.8 $7.1 $5.7 $4.3 $3.2 $2.2 $1.5
- 6. USERS ARE MOBILE Time Spent per Day with Digital Media 51%MOBILE Vs DESKTOP 42%
- 7. 2X MORE Native Ads result in visual focus than banners and are read in the same way as editorial 308X MORE Reading a Native Ad headline yields time of consumer attention than processing an image or banner Sharethrough/Nielsen Neuroscience Study NEUROSCIENCE REVEALS THAT PEOPLE SEE BANNER ADS, BUT THAT THEY TRULY READ NATIVE ADS
- 8. EDITORIAL PUBLISHERS LIKE USA TODAY SPORTS ARE NOW SEEING DEMAND FOR NATIVE ADS AND CUSTOM CONTENT CREATION Expected Annual Revenue for 2015 $1.3B SPONSORED CONTENT NATIVE ADS $1.9B
- 9. DIRECT INDIRECT - EXCHANGES/NETWORKS INDIRECT - PROGRAMMATIC DIRECTSPONSORED CONTENT BRANDED CONTENT THE NATIVE AD REVENUE STACK Different Types of Native Ad Demand
- 10. SPONSORED CONTENT Content created solely by the publisher or promotional content created by the brand and publisher
- 11. 300x600 Video Syndication Unit Sharethrough In-Feed Native Ad 1 2 CELEB PICK ‘EM SPONSORED BY AT&T Sponsored editorial on For the Win! 100% SOV Article Page w/ In Video Graphics
- 12. 31 300x600 Syndication Unit Sharethrough In-Feed Native Ad Video Transitional Unit 2 SEC WHIP AROUND SERIES, SPONSORED BY AT&T SOUTHEAST Sponsored editorial on USA TODAY Sports
- 13. CONCUSSIONS INFOGRAPHIC, PROVIDED BY UPMC Custom editorial on USATODAY.com Sharethrough In-Feed Native Ad 300x600 Syndication Unit Suggested Content Distribution 1 2 3
- 14. ADOBE ANALYTICS SERIES, PROVIDED BY ADOBE Custom editorial on USA TODAY’s Ad Meter Sharethrough In-Feed Native Ad 1 2 300x600 Syndication Unit
- 15. BRANDED CONTENT Promotional content that a brand hosts on either their own CMS or a social platform. • Content cards • Native video units NATIVE VIDEOCONTENT CARDS
- 16. YOUTUBE VINE GALLERY ARTICLE INSTAGRAM EXAMPLES OF BRAND CONTENT
- 17. 2.56% 2.02% 3.30% SUCCESS OF DIRECT SOLD NATIVE Engagement Rates
- 18. INDIRECT INDIRECT - NETWORKS DIRECT THE NATIVE AD REVENUE STACK Different Types of Native Ad Demand INDIRECT - STX & RTB SHARETHROUGH EXCHANGE OPEN RTB
- 19. MAXIMIZE EVERY NATIVE AD IMPRESSION Three Ways To Do It • Sharethrough Exchange (STX) provides USA Today Sports with access to exclusive brand content demand • RTB 2.3 enables publishers to tap in to open demand sources from leading DSP’s • Mediate multiple closed platform ad networks NETWORKS OPEN RTB STX SFP Deliver Better Ads Sponsored by
- 20. AD QUALITY • Sharethrough works with 23 out of the 25 megabrands • Ensures quality ad content for your audience • Content quality scoring • DSP whitelisting • User experience controls !
- 21. PROGRAMMATIC NATIVE DEMAND DSP + Native SSP • New integrations are making RTB demand accessible • Quality controls are being built out OpenRTB 2.3 Changes The Game With Support For Native
- 22. NATIVE AD NETWORKS No ad space goes to waste • Helps to maximize fill rates & CPM’s • Set up as waterfall or dynamic allocation
- 23. THE SHARETHROUGH EXCHANGE OPEN RTB CONTENT CARDSNATIVE VIDEO DIRECT THE NATIVE REVENUE STACK Different Types of Native Ad Demand SPONSORED CONTENT BRANDED CONTENT NETWORKS INDIRECT INDIRECT
- 24. KEY TAKEAWAYS 1. Mobile Monetization: Native ads can help you monetize your mobile audience in a non- disruptive way and drive higher audience engagement 2. Premium Native Campaigns: Direct sold native campaigns are not difficult to create or execute when you have established parameters and editorial buy-in 3. Partner Platforms are Key: Leverage partner platforms to help support and optimize your direct and indirect native ad revenue