WTF is Native Programmatic? - WTF Native Advertising UK, 10/8/15
•
1 like•806 views
Matt O'Neill from Teemo Ltd's presentation from the Digiday "WTF Native Advertising" event in London - October 8, 2015.
Recommended
More Related Content
What's hot
What's hot (15)
Viewers also liked
Viewers also liked (18)
Similar to WTF is Native Programmatic? - WTF Native Advertising UK, 10/8/15
Similar to WTF is Native Programmatic? - WTF Native Advertising UK, 10/8/15 (20)
More from Digiday
More from Digiday (20)
Recently uploaded
Recently uploaded (20)
WTF is Native Programmatic? - WTF Native Advertising UK, 10/8/15
- 1. WTF Native at Scale Matt O’Nell Founder & Principal Digiday WTF Native October 8, 2015 London
- 3. A clear definition Benefits to buyers and sellers Technical Solutions & OpenRTB A useful tool It’s still brand spanking new
- 4. What is Native at Scale
- 5. –Tim Cain, AOP "One of the challenges with native advertising is in its very purest sense it's something being created in a distinct way for one media brand … For me when people talk about native scalability, I'm not sure it is scalable.
- 8. Axes of Scale Complexity/Impact Scalabilty Google Ad Words Advertorial Facebook Twitter Infographics
- 11. Axes of Scale Complexity/Impact Scalabilty Google Ad Words Advertorial Facebook Twitter Infographics Contextual post Tout + Article
- 13. Axes of Scale Complexity/Impact Scalabilty Google Ad Words Advertorial Facebook Twitter Infographics Contextual post Tout + Article
- 14. Native Scorecard • Content paid for by advertiser • Labeled as ‘sponsored’ or similar • Sits within normal editorial flow • Interaction retains the user
- 15. Buyer and Seller Benefits
- 16. – Neil Mohan, Google ““To scale and be effective for publishers, native formats need to be tracked alongside all the other formats. It’s not really about replacing display ads. It’s just a different way to engage with customers.”
- 17. Buyer / Advertiser • Creative efficiency • Enriched metrics • Apply data, targeting, and other enhanced delivery optimisation • Emotional Connection + All the good things about digital • Viewability
- 18. Seller / Publisher • Incremental Revenue • Simplification of tags, systems, workflow • Ad block avoidance • Mobile revenue opportunity • Access to high-yield inventory • Complimentary, win-win-win solution
- 19. Technical Solutions & OpenRTB
- 20. ‘Scape Players TripleLift Sharethrough Stack Adapt Nativo Polar AdYouLike RespondHQ Adsnative Fabric Outbrain Taboola ContentClick
- 21. –Anonymous trader from major media agency “Look. If I can’t trade this through AppNexus we can just end the conversation right now.”
- 22. Mission The mission of the OpenRTB Native project is to spur standardisation and greater growth in the Real-Time Bidding (RTB) marketplace for Native Ads by providing open industry standards for communication between buyers of advertising and sellers of publisher inventory.
- 23. Bid Hierarchy - Open RTB Bid Request Object Impression Object Banner Object Native Object Video Object Request Markup (Payload) Banner ObjectBanner ObjectBanner Object and / or and / or (other OpenRTB objects) (other OpenRTB objects)
- 24. IAB Native Formats • In Feed Units • Paid Search Units • Recommendation Widgets • Promoted Listings • IAB Standard with Native Elements • Custom / “Can’t be contained” Layouts Types
- 26. Putting it all together
- 27. a helpful tool
- 28. mobile revenue solution ad blocking work around engagement generator A viewable unit
- 29. still very very new
- 31. Challenges • Analytics for native ad approaches are lacking and haven’t fully matured to what advertisers have come to expect with traditional campaigns. • Audience targeting isn’t refined enough for native to steal the ad spend currently dedicated to digital. • Educated consumers are increasing skeptical of native approaches because they don’t want to feel tricked into reading oblique pieces about products or brands in editorial stories. • Whack-a-mole with ad blockers • Commoditisation of the units • Impact on search engine results (duplicate content)
- 32. –Martin Sorrell, WPP Group CEO “Boundaries between editorial and the business side are breaking down. That’s fine as long as it’s clear to the consumer this is sponsored content. As long as there’s transparency, I think it’s fine.””
- 33. let’s discuss