SUSAN BORST Deputy Director IAB US The Key to Native Advertising - PowerPoint PPT Presentation

SUSAN BORST Deputy Director IAB US

The Key to Native Advertising Success is… Susan Borst Deputy Director, Mobile IAB USA

Dstillery Mansueto Ventures AARP StartApp Vertebrae Dun & Bradstreet Mashable About.com StumbleUpon.com Verve Mobile Eko Meredith Digital Acquia Swoop Viacom Electronic Arts Merkle AddThis Taboola Vibrant Media Emogi MGID AdGear Technologies, Inc. Teads viisights solutions Ltd. Epsilon Micro Cube Digital Limited adMarketplace The Daily News Vindico Expedia Media Solutions Microsoft Advertising AdRoll The New York Times Company Virool EyeSee Mixpo AdsNative The Weather Company, an IBM Business Visible Measures Facebook Mixpo AdTaxi Networks Thomson Reuters VivaKi Flipboard MODE Media ADVR ThoughtLeadr Washington Post Digital Flite MONSTER ADVR Time Inc. WebMD Forbes Media my6sense Adyoulike TripAdvisor Yahoo Foursquare National Public Media Amazon TripleLift Yieldmo FOX Networks Group Nativo American Express Publishing Tumblr YouTube Genesis Media NPR Amobee Turner Broadcasting System Zefr GLO Gaming Outbrain Anyclip Unilever Zergnet Gloto Corp. PGA TOUR AOL Univision Zillow Google Pinterest Autotrader Unlockd ZUMOBI GroupM Platform Inc BabyCenter Unruly Zynga GumGum POPSUGAR Batanga Media US News & World Report Hanley Wood PowerLinks Media Bazaarvoice Hearst Magazines Digital Media PubNative GmbH Beachfront Media HookLogic PulsePoint Bidtellect IDG Communications Pumpt Bloomberg IDG TechNetwork Quixey BuzzFeed IGN Entertainment Reuters BuzzFeed Imminent Digital RhythmOne CBS Local InMobi Rodale Centro Integral Ad Science Rubicon Project Collective IPONWEB Inc Salesforce Marketing Cloud Condé Nast Native Advertising/ IronSource Sensewhere Crain Communications Jellyfish Online Marketing US Ltd. Shareablee, Inc. Criteo Content Jumpstart Automotive Media Shareaholic DailyMail.com/Elite Daily Jun Group Sharethrough DataXu Committee Kargo Sizmek Dell Inc. Leaf Group Ltd. Skyhook Wireless Demandbase As of 12/3/16 LinkedIn Slate DGital Media Live Nation SmartBrief Digg LogoBar Enterprises SnapChat Discovery Communications Lonely Planet Sovrn Dow Jones & Company (WSJ) Lotame Spotify

Native Advertising 2017 What stays the same? What shifts? What’s new/emerging? 4

A suiteof adproducts @susanborst

The aspiration Deliver paid ads that are - so cohesive with the page content, - assimilated into the design, and consistent with the platform behavior … - that the viewer simply feels that they belong. - IAB Native Advertising Playbook @susanborst

Focus on in-feed ads @susanborst

Native Advertising 2017 What Stays The Same? 8

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Image source: https://manifesto.co.uk/happy-tale-user-experience-design/ 10

Channel Specific Strategies 11

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FTC: Know the difference between Native guidance and Endorsement guidance in the USA 50 fashion bloggers paid to wear and promote dress L&T paid Nylon for branded content, which Nylon then shared via social. and endorser agreement was not disclosed.

Native Advertising 2017 What Shifts? 21

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26 Image Source survivide.tumblr.com

27 Image: Sharethrough

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Native Advertising 2017 What’s New or Emerging? 29

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Key Focal Areas - Mobile - Video - Data Opportunities New platforms/ad formats - - Measurement - Targeting Watch-outs - Content quality - Content costs - Scalability

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Putting the consumer first is the key to native advertising success. 40

Thank you. Grazie. 41