There are around 144 million active adblock users worldwide, with growth of nearly 70% between 2013-2014. Adblocking usage varies by country and is highest among 18-29 year olds. Native advertising is a form of paid media that follows the natural form and function of user experience, and spent $4.3 billion in 2015. Content marketing involves communicating with customers through storytelling without direct selling, using types of content like blogs, videos, and reports. It differs from native advertising in that its goal is long-term trust-building rather than immediate sales.

1. 18 Mart 2015, İstanbul
Rise of
Native Advertising and Content Marketing
Webrazzi Dijital 2015

2. Sayfa 2
Adblock Companies: AdBlockPlus, Disconnect, Abine

3. Sayfa 3

4. Sayfa 4
Who are Adblockers?

5. Sayfa 5
Adblockers by Country

6. Facts about Adblock Users
Sayfa 6
There are about 144 million active adblock users around the world.
Adblock usage grew by nearly 70% between June 2013 – June 2014.
Growth is driven by Google Chrome, on which adblock
penetration nearly doubled between June 2013 – June 2014.
Adblock usage varies by country. In some countries nearly one
quarter of the online population has it installed.
Adblock usage is driven by young internet users. 41% of 18-29 year
olds polled said they use adblock.

7. Sayfa 7
67% of adblockers expressed some willingness to view text and
still image ads.
The majority of adblock users reject only distracting (animations, sounds)
or intrusive (popover, interstitial, non-skippable video) ads.
Adblocking user attitudes to different ad formats

8. Blocking Adblockers!
Sayfa 8

9. Sayfa 9

10. About Display Advertising
Sayfa 10
The typical Internet user is served 1,707 banner ads per month. (Comscore)
An estimated 31% of ad impressions can’t be viewed by users. (Comscore)
8 percent of Internet users account for 85 percent of clicks. (Comscore)
You’re more likely to survive a plane crash than click a banner ad. (Solve
Media)

11. Banner Blindness - Eye Heat Map
Sayfa 11

12. What is Native Advertising?
Display Reklamcılık
Sayfa 12
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.

13. Types of Native Ads
Display Reklamcılık
Sayfa 13

14. Native Ad Samples
Display Reklamcılık
Sayfa 14

15. Facts about Native Ads
Sayfa 15
$4.3 billion on native advertising in 2015, a 34% increase from 2014.
Expected to reach $8.8 billion by 2018. ( eMarketer)
Native advertising, also called sponsored content, advertorials, or
infomercials, isn’t a new concept. Newspaper advertorials are a much
older form of this practice, where advertising is dressed up to look like
editorial content and placed in publications.
Still around 5% of the overall ad budgets

16. Why go for Native Ads?
Sayfa 16
IPG Media Lab to complete the industry’s first native ad effectiveness study using both eye-tracking and survey-based techniques

17. Sayfa 17
The Association of Online Publishers (AOP)

18. Sayfa 18
Major Barriers for Native Advertising
OpenRTB Dynamic Native Ads API Specification Version 1,
released February 2015

19. What is Content Marketing?
Display Reklamcılık
Sayfa 19
According to The Content Marketing Institute, “basically, content
marketing is the art of communicating with your customers and
prospects without selling.”
Push Social sums content marketing up with this rather pithy
definition: “Storytelling for sales.”

20. Types of Contents
Display Reklamcılık
Sayfa 20
Blogs
eNewsletters
Case studies
Videos
Guest posts
Articles posted on your website
In-person events
White papers
Online presentations
Webinars/webcasts
Research reports
Microsites
Infographics
Branded content tools
Mobile apps
Mobile content
eBooks
Print magazines
Books
Podcasts
Digital magazines
Print newsletters
Annual reports
Games/gamification

21. Differences between Content Marketing and Native
Advertising?
Display Reklamcılık
Sayfa 21
Purpose
Native advertising: The content may appear to provide value, but
that goal is secondary to selling a product or service. Often the
advertorial may try to solve a problem that conveniently involves
buying the brand’s product or service. However, the content of native
advertising generally does not have inherent value without the reader
buying a product or service.
Content marketing: Here, the goal is to build trust over the long term
by providing relevant, useful information. Ultimately, the hope is that
content marketing will help generate sales or sales leads but that’s part
of a longer sales funnel. Sales are not expected solely as a result of one
content marketing piece. Content marketing provides value to readers
that’s independent of them buying a product or service. The content is
valuable in itself.

22. Differences between Content Marketing and Native
Advertising?
Display Reklamcılık
Sayfa 22
Tone
Native advertising: Sometimes, native ads take a pushy and salesy
tone or they may have a friendly tone
Content marketing: Effective content marketing takes a
knowledgeable, yet authentic tone that doesn’t try to pressure the
reader to buy. Instead, it acknowledges the reader’s challenges or pain
points and offers actionable tips or solutions. Even if those solutions
don’t involve the brand’s product or service (in fact, it’s better if they
don’t because then it feels more genuine and less self-interested), the
goal is to engage with the reader and build rapport.

23. Ligatus – Native Advertising Solutions
Display Reklamcılık
Sayfa 23
Direct Reponse Content Recommendation

24. The Media Brands websites
Ligatus Network

25. Placements

26. Content Recommendation Samples

27.  Optimization by fully automatic
algorithm on eCPM
 eCPM = Clickrate x Price x 10
 Delivery respectively eCPM is dependant
on:
 Price (CPC, CPL)
 Performance of the campaign (Clickrate,
leadrate)
 Competition in the network
 Assessment of every placement
 In case of 2 campaigns with the same
price, the one with the higher price will
be delivered
 Increasement of delivery of a campaign
with bad clickrate via pricing
State-of-the-art technology
coupled with many years of expertise
Our formula for success
Page 27

28. Direct Response Placements

29. Direct Response Placements

30.  Sorularınız?
Murat Kalafat
Ligatus Ülke Müdürü
: murat.kalalafat@ligatus.com
: tr.linkedin.com/in/muratkalafat/
Sayfa 30