Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1
Emerging
Media:
The Rise of
Video and Native
Renaissance
2
The Rise of Video
Key facts on Youtube GCC3
70% of affluent population under 30 years
old
Highest mobile penetration in the
world. Over 60%
...
4
Youtube offers incremental reach over TV
Reference: Youtube Millard brown study
5
Does it matter
for brands?
6
Online Video is a mean
to express brand
promise and extend
content experience
Popular video content in the Arab World:
Humor & Emotional
8
4 guiding principles
1. Don’t say what you are. Be what you are
2. How you engage your audience can help to
build your b...
9
Don’t say what you are.
Be what you are.
Create a Customizable
AdventureYouTube Video
Sodimac and la casa eco
11
How you engage your audience can
help to build your brand around its
promise.
Create a Customizable
AdventureYouTube Video
Create a Customizable
AdventureYouTube Video
Samsung Skip
14
Capitalize on expanded brand
license.
Create a Customizable
AdventureYouTube Video
Evian Trailer
17
Advertising = Content
Create a Customizable
AdventureYouTube Video
VW Masthead
19
20
Do brands only care about CPV?
21
Recommended metrics to look at
Paid: Ensure content surfaces to the right audience
Owned: Express brand through compell...
22
Native
Renaissance
23
“There is a renaissance underway in digital
advertising that is driving brands, publishers
and consumers to communicate...
24
What is native advertising anyway
To a large extent, native is in the eye of
the beholder, depending on where one
sits ...
feel native advertising
increases consumer
engagement
63%
of brands
Source: Stateofnativeadvertising.hexagram.com,, BIA/ K...
27
Banners grew in size by 40%
New formats introduced
Clicks volume has been declining
CTR levels decreased by 87%
This is ma...
Social media and birth of Native Ads
Logically, they seed Ads in people’s news feeds as well.
For publishers: Native Adver...
30
Clear definition of Native Advertising
Native advertising is a concept
encompassing both an aspiration as
well as a sui...
1. Integrated
Embedded Content that respects the look and feel of the
site
2. Non-Intrusive
Respect the site user experien...
32
Common types of Native Advertising
IAB identified the six main types
that can fall under Native category today.
Referen...
33
In-Feed Units
Paid Search Units
Common types of Native Advertising
Recommendation Widgets
Promoted Listings
Common types of Native Advertising
In-Ad (IAB Standard) with Native Element Units
Custom /”Can’t Be Contained”
Common types of Native Advertising
Example: Gizmodo
Example: The Wall Street Journal
Example: Yahoo Native Solution
Advertising seamlessly
blended with Yahoo
Content
Example: Ad falcon mobile native ads
40
Other examples online
THANK YOU
41
Emerging media: The rise of video and native renaissance
Emerging media: The rise of video and native renaissance
Upcoming SlideShare
Loading in …5
×

Emerging media: The rise of video and native renaissance

795 views

Published on

Arabnet workshop

Published in: Marketing, Business, Technology
  • Be the first to comment

Emerging media: The rise of video and native renaissance

  1. 1. 1 Emerging Media: The Rise of Video and Native Renaissance
  2. 2. 2 The Rise of Video
  3. 3. Key facts on Youtube GCC3 70% of affluent population under 30 years old Highest mobile penetration in the world. Over 60% 3x as many videos viewed per day as the average US watcher 167 million views per day across Middle East. 90 million originate from Saudi Arabia
  4. 4. 4 Youtube offers incremental reach over TV Reference: Youtube Millard brown study
  5. 5. 5 Does it matter for brands?
  6. 6. 6 Online Video is a mean to express brand promise and extend content experience
  7. 7. Popular video content in the Arab World: Humor & Emotional
  8. 8. 8 4 guiding principles 1. Don’t say what you are. Be what you are 2. How you engage your audience can help to build your brand around its promise. 3. Capitalize on expanded brand license. 4. Advertising = Content.
  9. 9. 9 Don’t say what you are. Be what you are.
  10. 10. Create a Customizable AdventureYouTube Video Sodimac and la casa eco
  11. 11. 11 How you engage your audience can help to build your brand around its promise.
  12. 12. Create a Customizable AdventureYouTube Video
  13. 13. Create a Customizable AdventureYouTube Video Samsung Skip
  14. 14. 14 Capitalize on expanded brand license.
  15. 15. Create a Customizable AdventureYouTube Video Evian Trailer
  16. 16. 17 Advertising = Content
  17. 17. Create a Customizable AdventureYouTube Video VW Masthead
  18. 18. 19
  19. 19. 20 Do brands only care about CPV?
  20. 20. 21 Recommended metrics to look at Paid: Ensure content surfaces to the right audience Owned: Express brand through compelling videos to create authentic, long- term relationships with your audience Earned: Tie paid to owned media. Measuring this earned effect will help optimize for more impact
  21. 21. 22 Native Renaissance
  22. 22. 23 “There is a renaissance underway in digital advertising that is driving brands, publishers and consumers to communicate with each other in more personal and natural ways. Native advertising is an important piece of this evolution” - Patrick Albano, Yahoo
  23. 23. 24 What is native advertising anyway To a large extent, native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer
  24. 24. feel native advertising increases consumer engagement 63% of brands Source: Stateofnativeadvertising.hexagram.com,, BIA/ Kelsey april 2013 Brands love native adverting …. And consumers too
  25. 25. 27
  26. 26. Banners grew in size by 40% New formats introduced Clicks volume has been declining CTR levels decreased by 87% This is mainly caused by BANNER BLINDNESS & Mobile screen sizes Display banner Displaybanner Display banner Displaybanner Display banner Displaybanner FALL OF CTR 2003 2014 year The decline of banner advertising
  27. 27. Social media and birth of Native Ads Logically, they seed Ads in people’s news feeds as well. For publishers: Native Advertising is born that can fall under Native category today.
  28. 28. 30 Clear definition of Native Advertising Native advertising is a concept encompassing both an aspiration as well as a suite of ad products. It is clear that most advertisers and publishers aspire to deliver paid ads that are so cohesive with the content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong.
  29. 29. 1. Integrated Embedded Content that respects the look and feel of the site 2. Non-Intrusive Respect the site user experience to trigger click 3. Transparent Does not mislead the user. It is clearly identified as sponsored 4. Affinity Messages are contextualized in a quality environment 5. Story Driven Entice the user interest organically for triggered response Five key features of Native Ads
  30. 30. 32 Common types of Native Advertising IAB identified the six main types that can fall under Native category today. Reference: THE NATIVE ADVERTISING PLAYBOOK
  31. 31. 33 In-Feed Units Paid Search Units Common types of Native Advertising
  32. 32. Recommendation Widgets Promoted Listings Common types of Native Advertising
  33. 33. In-Ad (IAB Standard) with Native Element Units Custom /”Can’t Be Contained” Common types of Native Advertising
  34. 34. Example: Gizmodo
  35. 35. Example: The Wall Street Journal
  36. 36. Example: Yahoo Native Solution Advertising seamlessly blended with Yahoo Content
  37. 37. Example: Ad falcon mobile native ads
  38. 38. 40 Other examples online
  39. 39. THANK YOU 41

×