Building more Meaningful Consumer

Relationships with Online Native Advertising

IAB Europe Webinar

7th February 2017

• Moderator: Alison Fennah, Executive Business Advisor, IAB Europe

• Eloise Smart, Global Director Brand Strategy, BBC Storyworks

• Libby Wright, Worldwide Content Lead, MediaCom

Today’s speakers

• IAB Europe Native Advertising and Content Marketing white paper

• Pan-European definitions

• How native advertising enables meaningful consumer relationships

• Stakeholders, roles and responsibilities

Today’s agenda

IAB Europe Native Advertising and Content Marketing Task Force

IAB Europe Native Advertising and Content Marketing White Paper

Content:• Introduction• How Native Advertising Enables Meaningful Consumer

Relationships• Business Model• Native Advertising Distribution Formays• Guidance for Businesses on Applicable EU Rules• Operational Considerations• European Landscape• Conclusions• Case Studies• With thanks

Pan-European definitions

• Native distribution ad formats: ad units used for the automated distribution of content at scale and that align to the style and format of the surrounding environment.

• Content-based advertising: commercial content that is advertiser-controlled or jointly publisher/advertiser controlled (e.g. online advertorial, advertiser funded content or advertisement features) and is designed to fit with the format and style of the surrounding editorial content.

How native advertising enables meaningful consumer relationships

Eloise Smart, Global Director Brand Strategy, BBC Storyworks

How native advertising enables meaningful consumer relationships

Inspiring content

Value and trust

Transparency

Consumer expectations

How native advertising enables meaningful consumer relationships

Publisher perspective

Branded Content On-network distribution (BBC News article pages)

Off-network distribution (Social)

How native advertising enables meaningful consumer relationships

A greater opportunity to be noticed

A more sustainable mechanism

A mechanism to segment audience needs and interests

An opportunity to differentiate brand through service

Advertiser perspective

Stakeholders, roles and responsibilities

Libby Wright, Worldwide Content Lead, MediaCom

Stakeholders, roles and responsibilities

Media Agency• Project management; media plan• Contact / liaison• Oversee content development• Review all deliverables• Manage data• Status updates

Stakeholders, roles and responsibilities

Media Agency• Project management; media plan• Contact / liaison• Oversee content development• Review all deliverables• Manage data• Status updates

Media Owner / Partner• Execution in response to media brief• Provision of delivery data/ reporting• Manage third party relationships• Ensure campaign delivery to timelines

Stakeholders, roles and responsibilities

Media Agency• Project management; media plan• Contact / liaison• Oversee content development• Review all deliverables• Manage data• Status updates

Media Owner / Partner• Execution in response to media brief• Provision of delivery data/ reporting• Manage third party relationships• Ensure campaign delivery to timelines

Client• Briefing document• Provide feedback• Approval of all content• Input to development / production

Stakeholders, roles and responsibilities

Media Agency• Project management; media plan• Contact / liaison• Oversee content development• Review all deliverables• Manage data• Status updates

Media Owner / Partner• Execution in response to media brief• Provision of delivery data/ reporting• Manage third party relationships• Ensure campaign delivery to timelines

Client• Briefing document• Provide feedback• Approval of all content• Input to development / production

Creative agency• Provision of brand guidelines and logos• Create branded assets required• Feedback where appropriate

Q&A

Thank you & next steps

Watch and share the webinar recording – this will be on our website in the next couple of days

Register for the next webinar in the series - The Native Advertising and Content Marketing landscape across Europe - Tuesday 14th February 15.00 CET / 14.00 GMT

Please provide your feedback in the survey at the end of this webinar

Download the IAB Europe Native Advertising White Paper

Interact 23-24 May, Amsterdam

The New Rules of Engagement!Early Bird rate: €850 exc. VATwww.interactcongress.eu

MIXX Awards categories• Display Advertising• Mobile Advertising Video Advertising • Social Media • Search Advertising.• Native Advertising • Branded Content • Responsive Display Advertising • Virtual and Augmented Reality experience. • Campaign Effectiveness • Programmatic Advertising • Integrated Advertising • Effective Use of Data

IAB Europe is the voice of digital business and the leading European-level industry association for theinteractive advertising ecosystem. Its mission is to promote the development of this innovative sector byshaping the regulatory environment, investing in research and education, and developing and facilitatingthe uptake of business standards.

CONTACTMarie-Clare Puffett puffett@iabeurope.euBusiness Programmes Manager, IAB Europe

@iabeurope

/iab-europe

www.iabeurope.eu