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The Rise Of Native Ads: How Native Advertising Became the Standard for the Mobile Era
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Transcript of The Rise Of Native Ads: How Native Advertising Became the Standard for the Mobile Era
The Rise Of Native Ads How Native Advertising Became the Standard for the Mobile Era
Tom Thacher VP at [email protected]
RISE OF NATIVE ADVERTISING
There were years and years of terrible ads…
RISE OF NATIVE ADVERTISING
Initially, Social Media Wasn’t Exactly A Well-Lit Place For Advertisers…
RISE OF NATIVE ADVERTISING
RISE OF NATIVE ADVERTISING
Then Facebook Happened And Feeds Were Born.
032006
RISE OF NATIVE ADVERTISING
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And Even Had The Same Old Ads For A While.But Columns and Clutter Aren’t Well Suited for Small Screens.
RISE OF NATIVE ADVERTISING
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So They Made The Feed a Single Stream of Content(Initially with no ads but a lot of extra white space)
RISE OF NATIVE ADVERTISING
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And They Sold Lots and Lots of Ads. ($1.8B in 2010) All of Which Were Ads That Fit In.
RISE OF NATIVE ADVERTISING
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Twitter Passes 50M Users and Sells First Ads. Biz Stone Says the Ads are Just “Ordinary Tweets.” (ads that fit in)
RISE OF NATIVE ADVERTISING
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The Term “Native” Was Coined to Describe This New Monetization Paradigm
Native Became the Predominant Ad Strategy for Social Feeds
RISE OF NATIVE ADVERTISING
$0
$3,500,000,000
$7,000,000,000
$10,500,000,000
$14,000,000,000
2009 2010 2011 2012 2013 2014
Facebook Revenue All Magazines Digital Revenue
032010-14
Feeds and Native Monetization Took The Ad World By Storm
RISE OF NATIVE ADVERTISING
Facebook Revenue vs. Magazine Digital Revenue
$14B
$10B
$7B
$3.5B
$0
$3,500,000,000
$7,000,000,000
$10,500,000,000
$14,000,000,000
2009 2010 2011 2012 2013 2014
Facebook Time Inc News Corp
032010-14
RISE OF NATIVE ADVERTISING
Feeds and Native Monetization Took The Ad World By Storm
Total Revenue Comparison
$14B
$10B
$7B
$3.5B
RISE OF NATIVE ADVERTISING
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Some Publishers Begin To Sell Brand-Created Sponsored Story Ads (some in-feeds)
RISE OF NATIVE ADVERTISING
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Gradually, Content Publishers Move To Feed-Based Design and Native Monetization
RISE OF NATIVE ADVERTISING
RISE OF NATIVE ADVERTISING
RISE OF NATIVE ADVERTISING
Today, Millennials Consume Almost All Their Content In Feeds
0%
25%
50%
75%
100%
Browsing a Social or Content Feed
Search Shared (directly via email, text)
2%8%
91%
Source: Sharethrough Native Advertising Perception & Attitudes 2016
RISE OF NATIVE ADVERTISING
BUSINESS INSIDER, 2015
Brands and Publishers Are Shifting to Feeds Native Advertising Will Be A $4.7B+Market For Content Publishers This Year
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Publishers Now Prioritizing Their In-Feed Inventory Adoption of Native SSPs and Standardization of Native Units is Increasing the Prominence of Native Placements
RISE OF NATIVE ADVERTISING
RISE OF NATIVE ADVERTISING
$
2011
Publisher-Sold Sponsored Content
Programs
2013
Native Click-To-Play Video on Social and
Content Sites
2015
Native Instant-Play Video Becoming A
Standard Ad Format
2017
Open RTB For Display, Video and
Cards/Articles
2012
Sponsored Stories, Posts & Updates on Most Social Media
Platforms
2014
Publishers & Platforms Introduce
Native Content Cards & Instant Articles
2016
The OpenRTB 2.3 specification provides support for native ads
& Native Display
Native Evolution: Beyond Sponsored Content 2017: Any Creative Type. Any Media Strategy. Any Buying Format.
RISE OF NATIVE ADVERTISING
Promise of Native Ads Will Be Fulfilled in 2017. The best modern ad tech on the best environments for advertisers.
On Trusted Publishers Advertisers Have Always Loved
Modern Native Ad Products
Delivered Programmatically
Via Modern Ad Tech
Trends In Native Ads Heading into 2017 Programmatic and Video Will Fuel Native Growth in 2017
Ushering in The Native Video Era
The Rise of Native Programmatic
Native Starts Eating Display
1
2
3
50% 76% 75% 90% 100%
More Than Half Of Videos Now Consumed in Mobile Feeds Video Consumption Habits Are Ushering In The Post-Preroll Era
RISE OF NATIVE ADVERTISING
RISE OF NATIVE ADVERTISING
Native Video (In-feed + Autoplay) Is Now The Expected Experience
Source: Sharethrough Native Advertising Perception & Attitudes, 2016, Sources: Twitter, June 2015
of Millennials Find Autoplay Videos
Convenient
79%of Millennials Read
Headlines While Watching Silent Autoplay Videos
70%Lift in brand recall for
instant play versus other video formats
+14%
PRESENTATION NAME - XX/XX
Video Is The Fastest Growing Native Ad Format
Percent Of Ad Impressions From Video
56%29% 59% 100%
Source: Sharethrough Platform Data, Q1 2016
Brand Videos
Branded Editorial TV Spots
Promoted Press
Images
Ot
her
56%TV And Pre-Roll Creative Driving Surge in Native Video Demand
RISE OF NATIVE ADVERTISING
ADVERTISER PUBLISHERDSPAGENCY TRADING DESKS NATIVE SSPS
PERFORMANCE BUYERS
2017: Programmatic Native Ecosystem Complete Programmatic Buying and Ad Ops Will Mirror Display & Pre-Roll
RISE OF NATIVE ADVERTISING
RISE OF NATIVE ADVERTISING
+800%More than 2,100 Exchange Buyers in 2016: 800% YoY growth
261
2,139
0
2
4
6
8
Q1 Q2 Q3 Q4 Q1 Q2 Q3
Buyers On The Sharethrough Exchange
261
2,139
2,500
1,500
1,000
500
Demand: DSP Buyers Bringing Exponential Demand To Exchange
Source: Sharethrough Platform Data, Q3 2016
+380%YoY growth in publishers live on the Sharethrough Exchange
RISE OF NATIVE ADVERTISING
Supply: Publisher SSP Adoption Increasing Supply and Ease-of-Buying
500
288
1,092
1,000
750
500
1,200
0
4.5
9
13.5
18
Q1 Q2 Q3 Q4 Q1 Q2 Q3
Unique Sites & Apps On Sharethrough ExchangeSource: Sharethrough Platform Data, Q3 2016
RISE OF NATIVE ADVERTISING
Display Budgets Are Shifting To Native Open RTB has opened up native to trade desks and other performance buyers
0%
25%
50%
75%
100%
Mobile Video Native Social Display
25%
45%50%51%
60%
Digital Advertising Spend Growth Rates 2015
Source: IAB 2015
Native Display Ads Receive Twice As Much Visual Attention As Banners
Out of Feed Banner In-Feed Banner
Nielsen/Sharethrough, “A Neuroscience Perspective,” 2015 and 2013 IPG Media Labs Brand Study
Native In-feed
2X MOREvisual focus than
banners and are read in the same way as
editorial
RISE OF NATIVE ADVERTISING
Source: Sharethrough Platform Data, Q2 2016; IPG Media Labs and Sharethrough: Exploring The Effectiveness of Native Ads
RISE OF NATIVE ADVERTISING
10X HIGHERBecause native display ads are
always viewable and fit in; CTRs are up to 10x higher than display
ads
18% LIFTReading headlines improves quality of clicks; resulting in a lift in an 18 % lift in purchase intent compared to
non-native display
+
Headlines Are The New Tagline Programmatic Buying Enabling Display 2.0
RISE OF NATIVE ADVERTISING
All 50 of the Ad Age 50 Top Brands Use Sharethrough
200+ Employees
10 Offices in the US, Canada, the UK, and Japan
Founding Chair, IAB Native Advertising Committee
196 MillionUS Uniques
76%US Reach
NATIVE IN-FEED ADVERTISING
Thank You Tom Thacher, VP at Sharethrough