Pasquale Borriello @pasqborriello

CONTENT & NATIVE Pasquale Borriello, Federico Fini, Guido Scorza, Claudio Vaccaro

10 GIUGNO

The Executive Network

10 giugno 2015

Il pubblico è sempre più insofferente nei confronti delle “interruzioni pubblicitarie”.

fonte: Epic Content Marketing

Un utente riceve in media 5.000 messaggi pubblicitari, al giorno.

fonte: Epic Content Marketing

Il livello medio di attenzione degli utenti è sceso a 8 secondi.

fonte: Epic Content Marketing

il pesce rosso ha un livello di attenzione

di 9 secondi!

Il livello medio di attenzione degli utenti è sceso a 8 secondi.

fonte: Epic Content Marketing

L’86% degli spettatori “salta” la pubblicità in TV.

fonte: Epic Content Marketing

Un click su un banner è meno probabile di un terno al lotto (e di altre cose altamente improbabili).

fonte: Google DoubleClick

Photo unsplash.com

Nobody reads ads. Peopleread what interest them.

Sometimes, it’s an ad.

Howard Gossage, anni ‘50

La Guida Michelin nasce nel 1900 in Francia come guida di ristoranti per automobilistiIn Francia erano presenti meno di 3.000 automobili e la guida voleva aumentarne la domanda.

Photo unsplash.com

La rivista Furrow nacque nel 1895 per educare gli agricoltori alle nuove tecnologie.Conteneva pubblicità dei mezzi John Deere. Viene stampata e distribuita ancora oggi.

Photo unsplash.com

Secondo Wikipedia è “Native” una pubblicità online che “assomiglia” ai contenuti circostanti.Ma questo non è ovviamente sufficiente per definire completamente il Native Advertising.

via youtube

Flickr © Frank Kehren

All our mobile and newsfeed ads are native.

JD Doughney (Facebook)

credits: Luma Partners LLC 2014

Lo scenario ‘Native’ (e Content) è molto molto affollato.

via youtube

Native Advertising Definition/Decision Tree - Digiday (2015)

La svolta del Native Advertising si è avuta con il passaggio alla struttura ‘a feed’.

IAB U.S. – The Native Advertising Playbook (Dicembre 2013)

0

This paper provides the industry with a framework for thinking about and discussing current native advertising options with the goal of eliminating marketplace confusion and thereby helping sellers sell and buyers buy. Importantly, it also provides Recommended Industry Guidance for Advertising Disclosure and Transparency for ad units most often described as ‘native.’

This will serve as the basis for future IAB initiatives in the native advertising space to provide greater clarity to the market. Anchoring this initiative will be a series of IAB industry workshops in 2014 focusing on the most pressing aspects of the native advertising ecosystem.

December 4, 2013

THE NATIVE ADVERTISING PLAYBOOK SIX NATIVE AD CATEGORIES, SIX MARKETPLACE CONSIDERATIONS, AND IAB RECOMMENDED DISCLOSURE PRINCIPLES

Il playbook IAB ha introdotto un framework di definizione del Native Advertising

5

4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS

When evaluating native advertising options, marketers should ask six core questions to ensure that a unit  will  meet  the  brand’s  objectives:

FORM  –  How  does  the  ad  fit  with  the  overall  page  design?  Is  it  in  the  viewer’s  activity  stream  or  not  in-stream?  

FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it  is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a  video  page  or  story  among  stories,  or  is  it  different?

INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the  surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or  are  new  ones  introduced?  

BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,  section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of  targeting  is  available?

MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are  marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,  views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data  capture,  register,  etc.?)

DISCLOSURE  –  Is  the  disclosure  clear  and  prominent?    

5

4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS

When evaluating native advertising options, marketers should ask six core questions to ensure that a unit  will  meet  the  brand’s  objectives:

FORM  –  How  does  the  ad  fit  with  the  overall  page  design?  Is  it  in  the  viewer’s  activity  stream  or  not  in-stream?  

FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it  is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a  video  page  or  story  among  stories,  or  is  it  different?

INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the  surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or  are  new  ones  introduced?  

BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,  section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of  targeting  is  available?

MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are  marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,  views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data  capture,  register,  etc.?)

DISCLOSURE  –  Is  the  disclosure  clear  and  prominent?    

5

4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS

When evaluating native advertising options, marketers should ask six core questions to ensure that a unit  will  meet  the  brand’s  objectives:

FORM  –  How  does  the  ad  fit  with  the  overall  page  design?  Is  it  in  the  viewer’s  activity  stream  or  not  in-stream?  

FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it  is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a  video  page  or  story  among  stories,  or  is  it  different?

INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the  surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or  are  new  ones  introduced?  

BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,  section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of  targeting  is  available?

MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are  marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,  views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data  capture,  register,  etc.?)

DISCLOSURE  –  Is  the  disclosure  clear  and  prominent?    

5

4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS

When evaluating native advertising options, marketers should ask six core questions to ensure that a unit  will  meet  the  brand’s  objectives:

FORM  –  How  does  the  ad  fit  with  the  overall  page  design?  Is  it  in  the  viewer’s  activity  stream  or  not  in-stream?  

FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it  is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a  video  page  or  story  among  stories,  or  is  it  different?

INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the  surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or  are  new  ones  introduced?  

BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,  section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of  targeting  is  available?

MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are  marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,  views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data  capture,  register,  etc.?)

DISCLOSURE  –  Is  the  disclosure  clear  and  prominent?    

5

4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS

When evaluating native advertising options, marketers should ask six core questions to ensure that a unit  will  meet  the  brand’s  objectives:

FORM  –  How  does  the  ad  fit  with  the  overall  page  design?  Is  it  in  the  viewer’s  activity  stream  or  not  in-stream?  

FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it  is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a  video  page  or  story  among  stories,  or  is  it  different?

INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the  surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or  are  new  ones  introduced?  

BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,  section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of  targeting  is  available?

MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are  marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,  views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data  capture,  register,  etc.?)

DISCLOSURE  –  Is  the  disclosure  clear  and  prominent?    

Formati in-feed (3 varianti: endemic, linked e statico)

Formati Search (non solo Google!)

Recommendation Widget

Custom (ma non tutto è native!)

Performance Native vs Banner - IPG Media Lab / Adyoulike (2013)

Performance Native vs Banner - Sharethrough (2013)

Native Advertising Infographic - Yahoo! (2015)

Content & Nat ive Disc losure Guidance Phase 1: Native Distr ibut ion Formats Publ ished February 2015 IAB UK in partnership with AOP, CMA and ISBA In troduct ion This document outlines good practice in relation to the disclosure of advertising and marketing communications for native distribution formats online. The objective is to set out clear and practical steps to help brand owners, publishers and marketing practitioners provide transparency to consumers engaging with different forms of native distribution formats online in compliance with the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) and the Consumer Protection from Unfair Trading Regulations 2008 (CPRs). What is in scope? The industry’s understanding of what constitutes a ‘native format’ has to be understood in the context of the wider content marketing and native advertising industry. These particular features of the digital advertising industry include a range of different products and services, which vary by company, platform and channel. It is also an advertising format that is evolving rapidly, and as such we expect this guidance to develop in line with the industry. In order to better understand them, the IAB’s Content Marketing and Native Advertising Council has produced a ‘Definitions Framework’ which categorizes the industry into three succinct areas: Paid for Content, Advertising and Native Distribution Formats. A full version of the Definitions Framework can be found in Annex A. This Definitions Framework should help readers understand what we do and do not consider to be a ‘Native Distribution Format’ and how these relate to other marketing formats. IAB envisages the guidance evolving over time. This document outlines “Phase I” of the guidance which is limited to the final column. This covers what the industry generally considers to constitute Native Distribution Formats. Illustrated examples of suggested good practice are represented in Annex B. As this industry continues to develop, please also refer to the IAB’s thought leadership series, which talks about how the content marketing and native advertising industry is evolving: www.iabuk.net/content-native IAB is committed to keeping the guidance under review and adding to it where necessary. In the next phase, the Native Advertising and Content Marketing Council will look at online advertorial and sponsored content production and what good practice in print media might be relevant to digital and whether new guidance may be necessary. The regulatory f ramework apply ing to nat ive d is tr ibut ion forms of advert is ing The CAP Code – the advertising industry’s mandatory code for non-broadcast marketing communications, independently administered and enforced by the Advertising Standards Authority (ASA) – states: (rule 2.1) Marketing communications must be obviously identifiable as such; and

IAB UK - Content & Native Disclosure Guidance (Febbraio 2015)

Il documento IAB UK identifica 3 principi di trasparenza

Il documento IAB UK fornisce una tabella di definizione

Native Advertising Survey - Copyblogger (2014)

via youtube

Digital Advertising U.S. (2015)

80%

20%

native non-native

>20MLD

>10 MLD

Native Advertising U.S.

Mercato Advertising (Mezzi) ITALIA

8

Copy

right

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ielse

n Co

mpa

ny. C

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pro

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.

LE QUOTE DEI MEZZI NEL 2014

(*) Digital Advertising: dati Nielsen - Stima Nielsen 2014 del digitale non rilevato con dettaglio da Nielsen ed FCP( Search - Adv, Social Adv, Video , Classified )

47%

4% 17%

3%

18%

6% 5%

TV

Radio

Stampa

Out of Home

Cinema

Digital

digital fcp

Direct Mail

*

(*)

24%

Stima Native/Content ITALIA

>1.600mln

<400mln

native non-native

IAB UK Content and Native Research, 2015

IAB UK Content and Native Research, 2015

Inside Forbes: 10 Battlegrounds to Watch As Native Advertising Marches On

Report Association of Online Publishers, UK - 2015 // Ricerca su target 18-34, UK, Adyoulike

Ultimi Trend sul Native Advertising: Mobile, Cards Format e Programmatic con Open RTB 2.3

Il Content Marketing e non l’online advertising è il vero “territorio” del Native Advertising.

fonte: Google Trends, Forrester Research

44 Miliardi $ investimenti 2014 in Content Marketing (U.S.)

grazie!