Adaptiff Native Advertising 2016 UK

Adaptiff

USA - UK

NATIVE ADVERTISING

2016

THE KEY CHALLENGE FOR NATIVE ADVERTISING

IS TO HIT THE SWEET SPOT

BETWEEN FITTING IN & STANDING OUT

Adaptiff

INTRODUCTION

DEFINING NATIVE ADS

ABOUT THE STUDY

THE UNDERSTANDING

NATIVE VS. DISPLAY ADS

NATIVE ADS IN USE

KEY OBSTACLES

GROWTH ACTIVATORS

EFFICIENCY METRICS

THE FUTURE OF NATIVE ADS

ABOUT THE AUTHORS

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© 2016 ADAPTIFF & SOLVE MEDIA

TABLE OF CONTENTS

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In recent years, the dominant model of serving traditional display ads, which history dates back almost as far as the rise of the Internet, suffered from lower response rates and rising doubts. With significant growth in mobile devices usage the sales conversions are getting significantly more difficult to reach. Endemic phenomenon of banner blindness is threat that marketing communications stakeholders are forced to resolve; they need to look for new ways to ensure a balanced and yet effective reach of consumers. Lower efficiency of display ad formats results from four major trends, which every marketer and marketing communications professional need to face on daily basis:

Now, having all of that in mind, how to ensure efficiency of online communications? How to truly effectively deliver ad messages to consumers? And - what’s even more difficult - how to engage online users in brand communication?

INTRODUCTION

Users are tired of display ads to such an extent that, at best, they remain indifferent and unresponsive - if noticing those ads at all;

AUDIENCE WEAR-OUT

Either deliberately (older consumers) or subconsciously (younger consumers) users tend to avoid noticing those parts of screen which they expect to see ads - as confirmed by various eye-tracking studies carried out on all continents - and it’s not about formats which are outside the viewable area; comScore estimates only 54% of all advertising messages get to be noticed, whilst Google DoubleClick estimates even lower figures;

BANNER BLINDNESS

The increasing use of ad blocking technologies seriously affects marketing communications delivery, effectively restricting ad message viewability - making native ads & content marketing the only true alternative;

AD BLOCKS

Artificial traffic generated by bots & spammers now accounts for more than 50% of all traffic on the Internet (some studies show even higher figures) - this includes both bad and good bot traffic, however still not being a real consumer with with real purchase power.

BOTS

© 2016 ADAPTIFF & SOLVE MEDIA4

DEFINING NATIVE ADSThe international marketing communications community points native advertising as a truly effective alternative to those market challenges - dedicating it increasingly more space in industry publications and in discussions carried out within industry associations and events. This live and loud market discussion evolves primarily around how to properly define the concept of native advertising. Is it just a good old advertorial, which we know best from print heyday? Or is it a section sponsorship? Or maybe a sponsored entertainment or word-of-mouth? Is content marketing a part of native advertising, or is it the other way around?In fact, it really depends on who you ask. There are many different perspectives depending on area of responsibility on the market, however, majority of marketing communications professionals jointly claim that native advertising differs from traditional display formats in three distinctive areas:

Native messages are a form of marketing communications provided along with editorial content consumption and on-site user experience - as such, relevantly enrich the experience through delivering added values.

Native ads are integrated with the editorial content and avoid being placed in traditional ad slots - that don’t even get to be noticed at large; native ads often adapt the feel & look of surrounding content.

Native ads also integrate functionality of the content they are placed in, adapt or even become an integral part of the natural information consumption path on the site.

+ +F F QFORM FUNCTION QUALITY

© 2016 ADAPTIFF & SOLVE MEDIA 5

PEOPLE DON’T READ ADVERTISING - THEY READ

WHAT INTEREST THEM, AND SOMETIMES

THAT’S ADVERTISING. - HOWARD GOSSAGE

Adaptiff

The following report presents the key findings of the intercontinental native advertising study, conducted between November and December 2015 by Adaptiff (London-based pan-European native advertising network) in cooperation with NY-based Solve Media, Inc., simultaneously on two main advertising markets of Western Europe (UK) and North America (USA).The survey aimed to provide additional knowledge about this form of marketing, to identify key market differences, to assess the actual perception of native advertising concept by representatives of all key market stakeholders (brands, agencies and publishers) and served as an attempt to identify true market potentials as well as key growth obstacles and enablers on each of the markets.This proprietary study was conducted online through direct email invitations and includes responses from over 450 marketing communication professionals. The questionnaire consisted of 10 single or multiple choice questions and was preceded by a qualifying question, identifying the type of represented market stakeholder:

ABOUT THE STUDY


BRANDS AGENCIES PUBLISHERS

UK N=248 29% 47% 24%

USA N=218 24% 43% 33%

The following report provides a comprehensive guide on the state of native advertising perception today and a picture of how this communications area could grow in the future. The report offers important evidence about how key stakeholder groups – brands, agencies and publishers – are using and driving the development of native advertising.

At the beginning, the survey asked all respondents which forms of communication they considered to be native advertising. The key problem with understanding attitudes and usage of native advertising is the term itself — which means different things to different people. The goal of the survey was to explore how key market stakeholders understand native advertising in the context of various available forms and solutions.The survey found that UK professionals consider a subtle ad placed within editorial context to fall under the category of native advertising (38%) more frequently than their American counterparts (33%). However, what’s worth noticing - only 25% of UK respondents pointed to content marketing (vs. 1/3 of such indications in US).The second most fitting description on both markets was an ad placed within natural content consumption path (equally 29%). As many as 1/5 of UK respondents pointed that native advertising means different forms and one cannot use a single definition — whilst US market representatives were more specific in their opinions.

THE UNDERSTANDING

Contrary to US, there were some significant differences in responses between stakeholder groups in UK. A subtle ad placed within editorial context was selected by half of marketers, but only by 22% of publishers. On the other hand, less than 20% of marketers consider content marketing as a form native advertising — while agencies and publishers were more likely to choose this option (29% and 31% respectively).Relatively low figures for content marketing in the context of native advertising concept prove that all groups of stakeholders clearly differentiate direct native ads messages from indirect branded content tonality — placing native ads closer to short-term effect on sales vs. building long-term brand value through content pieces.As many as 24% of UK marketers still feel native advertising is simply just another name for good old advertorials — contrary to only 6% of US marketers, which appear to be more maturely diversified in their assessments. However, UK agencies and publishers do not share that voice, already making significant efforts to change that traditional native ads perception amongst brands.It is also worth noticing, that in open-ended responses many respondents on both markets commented about native being often done badly, not sitting within editorial feel & look — and therefore not providing a good user experience, and — what is even more important — not creating a more effective engagement in the message.


WHAT FORMS WOULD YOU CONSIDER TO BE NATIVE ADVERTISING?

A SUBTLE AD PLACED WITHIN EDITORIAL CONTEXT 38%

29%

25%

18%

33%

29%

31%

13%

UK US

AN AD PLACED WITHIN NATURAL CONTENT CONSUMPTION PATH

CONTENT MARKETING

DIFFERENT FORMS - CANNOT USE A SINGLE DEFINITION

WHAT TRULY DISTINGUISHES NATIVE ADS FROM TRADITIONAL DISPLAY FORMATS?

SEAMLESS PART OF EDITORIAL CONTEXT 38%

23%

22%

20%

28%

12%

10%

25%

UK US

OVERCOMING BANNER BLINDNESS

OVERCOMING AD BLOCKING

LOW USER IRRITATION

PLACEMENT WITHIN EDITORIAL CONTEXT 19% 27%

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NATIVE vs. DISPLAY ADSSince native advertising is still a fairly new concept to marketing communications (although some of its forms have been known for a long time — particularly as freebies to traditional ad formats), the assessment of its efficiency and effectiveness is primarily related to the most popular display ads. Respondents were asked to select those features that truly distinguish native from display ads.Respondents from both markets most frequently selected that it is a seamless part of editorial context, however the UK figure of 38% was as much as 10pp higher than for the US — where surveyed professionals, due to greater native ad market maturity, almost equally valued just any placement within editorial context (27% vs. only 19% in UK). This proves that UK stakeholder groups (brand representatives in particular) do take greater care of the quality of native ads integration and related user experiences.What’s more interesting, US respondents rarely selected overcoming banner blindness and overcoming ad blocking as features distinguishing native ads from traditional display. Since both problems have been at huge scale in the US market for some time now — as well as native advertising - both consumers and ad blocking providers got acquainted with native formats and developed solutions to overcome those obstacles via native ads — which seems to be a natural learning process over time.

Responses gathered in the UK clearly indicate that there are some higher expectations associated with native advertising than only being an efficient traffic driver. It is not only expected to overcome key negative trends, but it should also more effectively deliver brand messages and generate significantly higher engagement figures.UK respondents admitted they do not yet expect native advertising to provide unique efficiency metrics (only 2%!), primarily focusing on identifying key roles for this area of communications. A more mature US market shows, however, that in time traditional metrics (related mainly to traffic) are going to be replaced by more complex measures (related mainly to engagement) — enabling both a precise assessment both of quality and the nature of true interactions with brands.As few as 9% of US respondents associate higher message credibility with the feature that is set to differ native advertising from display ads. In contrast — as many as 31% of UK marketers hope for native ads to deliver more credible messages.

© 2016 ADAPTIFF & SOLVE MEDIA

The survey also aimed to assess the scale of both supply and demand for native advertising. As it turned out, publishers lead the market with over 80% already offering various native opportunities in both markets, while agencies and brands fall approximately 15pp behind in their readiness to adapt native in marketing communications.

NATIVE ADS IN USE


US respondents more frequently indicated plans of running native advertising activities within the next year vs. their UK counterparts. The biggest differences in those figures were seen for agencies (+7pp) and brands (+9pp). UK publishers seem to be adapting to new formats and technologies much faster than the demand side of the market, already focusing on creating market space for future growth at scale. While agencies are steadily growing optimism in future use of native ads, some marketers show signs of hesitation - with 65% of brands already using native ads vs. 59% of brands planning to run native ads. To that point, publishers and agencies would need to lead marketers through proper education and offer assurance of efficiency metrics delivery. Standardised formats and unified analytics might be of significant help here, significantly limiting the amount of work and management behind native communications.

PUBLISHERS AGENCIES BRANDS

85% 69% 59%

81% 67% 65%DO YOU ALREADY RUN NATIVE ADVERTISING ACTIVITIES? (YES)

ARE YOU GOING TO RUN NATIVE ADVERTISING ACTIVITIES WITHIN THE NEXT YEAR? (YES)

UK RESPONSES

UK RESPONSES

US RESPONSES 86% 76% 68%

NATIVE ADS IN USEThe survey asked about the appeal of native advertising to the three stakeholder groups, and found that as many as 90% of UK respondents declare native advertising as an interesting form of marketing communications — achieving even 5pp higher than in the US. Almost as high a percentage of surveyed UK professionals believe native communications provide effectiveness. Over 82% of respondents on both markets said the importance of native advertising is going to grow within the next year.

UK marketers proved to be the most optimistic group of respondents in the study — with 92% believing in native advertising effectiveness and 93% interested in this area of marketing communications. In the US market, such an optimistic approach is lead by publishers with over 88% figures. This may be due to a higher level of native advertising maturity in the US, with a greater number of marketers already beyond testing and knowing the real impact of native ads on their individual KPIs, however, still with significantly positive assessments of both their interest (81%) and effectiveness (67%).Such high positive indications for native advertising as well as its growing importance are not unusual, however. In the context of decreasing response rates for display ads — brands, agencies and publishers continue to search for new ways to effectively engage consumers in ad messages and achieve sustainable improvements in ROI. An increasing number of brands test various native advertising technologies expecting higher engagement levels and new efficiency metrics. On the other hand, publishers are constantly looking for new sources of advertising revenue, particularly when facing current CPM values depreciating mainly due to more commonly used programmatic solutions.


INTERESTING EFFECTIVE IMPORTANT

IS NATIVE ADVERTISING AN INTERESTING FORM OF ONLINE MARKETING COMMUNICATIONS? (YES)

IS NATIVE ADVERTISING AN EFFECTIVE FORM OF ONLINE MARKETING COMMUNICATIONS? (YES)

IS IMPORTANCE OF NATIVE ADVERTISING GOING TO GROW WITHIN THE NEXT YEAR? (YES)

90% 88% 84%UK

US85% 78% 82%

KEY OBSTACLESIn order to better understand the reasons for some brands, agencies and publishers still hesitating to test native advertising, the survey asked to identify key factors potentially limiting wider usage. Respondents in the UK indicated first and foremost the lack of unified efficiency measurement (31%) — lead by marketers (48%!) — followed by a lack of standardised formats (21%), and complex management (19%). Many of the UK respondents also fear cost inefficiency (19%) to limit native advertising growth — presumably due to insufficiencies in measurement standards.These figures were not reflected in US survey results, where 1 out of 5 US market representatives expect ad blocking technologies to start including some of native advertising formats in the near future. This could mean a decrease in campaigns’ performance. However, considering native ads as a far more engaging & likeable form of messaging, ad blocking might not affect native advertising efficiency metrics as much as it already affects display advertising.

There were, however, two significant similarities in survey results in both markets. The first relates to limited advertising budgets, which publishers identify as the main growth obstacle for native advertising (equally 19%). The other relates to lack of standardised formats — indicated by as many as 25% (equally) of brand representatives.It is worth noticing that both markets specified similar comments when asked to identify any additional growth obstacles. Both UK & US respondents pointed to incorrectly built content (or bad content) - being too pushy and trying to directly sell a product or service, while not delivering any added value to consumers. There were also many comments on legal issues some industries may deal with when communicating with their customers — however, many respondents saw an opportunity there to run effective educational campaigns based on content pieces — in all of those areas where direct advertising messages are not allowed.


WHICH OF THE FOLLOWING WILL MOST LIKELY LIMIT NATIVE ADS GROWTH?

LACK OF UNIFIED EFFICIENCY MEASUREMENT 31%

21%

19%

19%

17%

16%

14%

11%

UK US

LACK OF STANDARDISED FORMATS

COMPLEX MANAGEMENT

COST INEFFICIENCY

LACK OF AUTOMATED DISTRIBUTION

LIMITED ADVERTISING BUDGETS

14%

13%

9%

17%

GROWTH ACTIVATORSOne of the key goals for the survey was to identify factors potentially supporting native advertising growth and assess their scale of impact. The key growth activator indicated by representatives of both markets was delivering higher user engagement — with as many as 27% UK responses and 22% US responses associated with it.The UK ad industry also perceives native advertising as the solution to ad blocking (19%) and expects achieving higher response rates (21%). That was not as obvious to representatives of the US market - which has greater maturity in the native advertising area — only 9% of respondents associated higher response rates with a potential growth factor. US professionals are already accustomed to various native advertising possibilities, and tend to focus on next steps of development — i.e. generating higher user engagement rates and delivering true added values to consumers (18%).

As many as 17% of US respondents associated native advertising with an effective solution to banner blindness (vs. UK 15%) and — together with a perceived solution to ad blocking — made native advertising one of few true alternatives to display advertising and its key pitfalls in both markets.UK professionals still expect to obtain new efficiency metrics out of native ads as well as an opportunity to build long-term brand/product/service values (equally 16%). That is not, however, reflected anymore in answers provided in the US — only 12% and 8% respectively — showing a clear direction where the UK market’s assessments of native advertising could go in the near future.Last but not least — respondents in both markets also associate higher shareability (UK 15% / US 10%) as another important growth factor — converting to a higher impact of ‘halo’ effect, driving additional earned traffic to native/content pieces.Despite associating a lack of standardised formats and a lack of automated distribution with key growth obstacles, representatives of both markets did not think answering those issues would drive significant growth in native advertising use. In fact, those were the factors least associated with growth activation in the UK (6% and 9% respectively). This could mean that those factors would actually make it easier to use native advertising but, they will not drive higher investments.


WHICH OF THE FOLLOWING WILL MOST LIKELY SUPPORT NATIVE ADS GROWTH?

HIGHER USER ENGAGEMENT 27%

21%

19%

17%

22%

9%

17%

15%

UK US

HIGHER RESPONSE RATES

SOLUTION TO AD BLOCKING

HIGHER BRAND/PRODUCT/SERVICE RECALL

NEW EFFICIENCY METRICS

BUILDING LONG-TERM VALUES

16%

16%

12%

8%

GROWTH ACTIVATORSThere were significant indifferences in responses between stakeholder groups in the UK when asked to identify key growth activators. All groups of respondents in the UK jointly indicated higher user engagement and higher response rates as main native ads development factors. However, the 3rd top answer indicated key differences in expectations. Publishers associated further native growth with automated distribution and an opportunity to limit workload and required staff. Agencies pointed to a solution to ad blocking seeing native ads as a true alternative for declining display advertising efficiencies. Brands were clearly focused on building long-term values, expecting native communications to grow additional consumer bases in the near future.In additional comments to this question the respondents frequently pointed to a need of providing greater correlation between native ads and sales — stressing that there still are not many tools available in the market that show the true conversion of native advertising efforts (particularly content marketing) to basic business ROI measures.


TOP 3 FACTORS MOST LIKELY SUPPORTING NATIVE ADS GROWTH IN THE UK

HIGHER USER ENGAGEMENT 22%

19%

18%

26%

PUBLISHERS

HIGHER RESPONSE RATES

AUTOMATED DISTRIBUTION


HIGHER BRAND/PRODUCT/SERVICE RECALL

AGENCIES BRANDS32%

24%19%

18%

24%

TOP 3 FACTORS MOST LIKELY SUPPORTING NATIVE ADS GROWTH IN THE US

STANDARDISED FORMATS 24%

18%

17%

PUBLISHERS

SOLUTION TO BANNER BLINDNESS

AUTOMATED DISTRIBUTION

HIGHER USER ENGAGEMENT

ADDED VALUES FOR USERS

AGENCIES BRANDS

30%

21%

27%


22%

18%

26%

EFFICIENCY METRICSAlong with gradually decreasing response rates for display ads, advertising professionals are constantly looking for ways to provide more relevant efficiency metrics. Native communications offer a variety of forms and higher engagement rates and, therefore, introduce a wide range of metrics that go beyond standard click-through-rates.Although each native advertising platform has its individual audience structure, user behaviours, and scope of user actions, there are a few common areas for measuring efficiency:

ENGAGEMENT It is probably the most popular performance measurement area for native advertising, including metrics related to such individual factors as:

• number of content pieces read

• time spent on native content consumption

• scroll depth

• source of traffic by device type

• number of search phrases otherwise communicated natively

• quality of user engagement, e.g. ad phrase typed-in, video completion rate, report download

‘HALO’ EFFECT / SHAREABILITY Successful native advertising strategy enables measuring the ‘halo’ effect — how users engage via sharing native content during a campaign — including such metrics as:

• social actions (e.g. likes, tweets, comments, shares)

• social referrals

• social actions efficiency (e.g. number of referrals per action)Detailed tracking and analysis of comments are particularly noteworthy. Like in standard social media measurement (e.g. sentiments analysis), direct and spontaneous comments to native content pieces tell how valuable they are to consumers. Additionally, the quality of native communications highly depends on the quality of the comments.

CREDIBILITY OF BRANDED CONTENT/MESSAGE Although social actions and referrals can tell which content is truly engaging consumers, only combining them with engagement metrics provides an assessment of real native ads’ impact on its audience — e.g. analysing the number of social actions in reference to time spent on native content delivers insights on relevance and perceived content credibility.


EFFICIENCY METRICSConsumers tend to trust editorial content — even created in cooperation with a brand — rather than a simple brand ad. This is mainly due to editorial content meeting rigorous journalistic guidelines, therefore being perceived as objective and not compromising it through delivering direct advertising messages. Advertisers can therefore benefit from this credibility and transfer it on their brands, however, making sure that branded content remains relevant to consumer needs, interests, and surrounding editorial context.

CONVERSION Engagement, sharing, or native advertising credibility do not usually yield an immediate and accountable increase in sales. The conversion itself does not necessarily have to mean sales — it may refer to the number of reports/listings downloads, newsletter sign-ups, or any other action leading to consumers leaving a trace in the CRM system. In reality, hardly anyone makes a purchase decision after only one contact with a branded message, reading one piece of content, or visiting a brand’s website for the first time.Fortunately, there are already various methods of linking conversions (and sales) with native communications. They are obviously based on detailed performance analyses of native content pieces, no matter where they are (e.g. social media, own website, other publishers) — and yes, it works exactly the same way as for display advertising — through custom tracking codes. Advertisers can now track and assess the quantity and the quality of native engagements needed to successfully drive consumers through upper stages of the brand funnel (awareness > consideration > knowledge > preference), and then set cookies on those users who meet certain criteria (e.g. time engaged, frequency of contacts), and finally, running retargeting display ads in order to maximise final conversions.


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NATIVE ADS & CONTENT

THE FUTURE OF NATIVE ADS


Although paid and sponsored content forms are nothing new (well known from offline mass media), native advertising is still in its infancy. Current online native formats offering already builds an extensive ecosystem of brands, agencies, technology providers, publishers and social media. As it continues to develop, even more diversified opportunities will be available soon.As performance rates for display advertising remain a decreasing trend, brands are going to be more open to test native formats — placed specifically where consumers tend to focus their attention — on editorial content, not on screen margins. Native communications also provide great growth potentials for mobile ads, still quite often limited by not-entirely-positive user experiences, e.g. small ad formats, difficult to close, and huge amounts of unintended clicks.What is even more important, native advertising provides brands with a very attractive communications area to today’s always-on and always-addressable consumers, who already have constant and unlimited access to online content from any device and place. The more time consumers spend on native content consumption and the better their knowledge of brands and products, the more organic their awareness, preference, and purchase intents will be.Current processes of sharing knowledge, experiences and relevant insights that one might observe in industry media on a regular basis contributes to increases in native ads spend and helps to dispel any doubts concerning the application of various native formats.

THE AD INDUSTRY Naturally, a lot still needs to be improved. Brands need to intensify investments and be more conscious in planning activities and measuring effects. Publishers need to widely integrate native formats with editorial content in order to provide seamless user experiences, still being clearly marked as ads. Finally — consumers need to accept new ad formats that aim to provide added values and positive engagement.Growing appetites for wider native ad offerings are already clearly visible, both among ad sellers and ad buyers. The heyday of their diversity, however, is dependent on providing suitable environments that are well understood and appreciated by consumers. Their acceptance of native formats will be growing as long as the ad industry keeps its commitment to transparency and clear labelling of advertising content, which should be quite obvious to the industry as well — neither brands nor agencies are interested in investing in ad formats which might misinform consumers, and therefore risk decreasing perceived credibility and the quality assessment of advertised brands/products. Successful growth of native advertising use requires a close cooperation between brands, agencies, publishers, regulatory institutions, and technology providers — both in correctly defining native ad formats as well as in setting high standards and best practices.

THE FUTURE OF NATIVE ADSSCALEABILITY One of the key obstacles native advertising might need to overcome soon is still a limited number of publishers adapting native formats. Limited scale might not justify higher spend. Also, very differentiated native format specs might make it difficult to plan and manage campaigns.Soon, just as it already takes place in the US, the European ad industry will initiate a process of unifying native formats that will enable distribution of standardised creatives, automatically adjusting to the individual look & feel of each content environment, not limited to select platforms. Setting industry standards would attract a greater range of publishers, but also would grow the demand side. Ad industry experts are already starting to present next development stages for native ads at scale — ad formats that automatically assess the types of consumers, their location, the best time to engage, the weather, or even their mood. Native ad messages will be built dynamically in real-time — introducing the concept already referred to as “native programmatic creatives”.

PROGRAMMATIC With publishers expecting a greater share of revenue from native than advertisers expect to spend, there will need to be a concerted effort from supply side operators to increase the efficiency of buying native so that the benefits are not negated by the strain of a cumbersome buying infrastructure. What most ad industry experts agree about in regards to the nearest native advertising future is automation, both in the buying and distribution of native messages and content. With standardised formats, programmatic ecosystems appear to be extremely helpful in breaking the barrier of scale — just like it was years ago with introduction of automation to display ads.The industry must bear in mind, however, that the foremost challenge of introducing standardised automation to native ads is to avoid the major mistake made when popularising programmatic platforms — the race to the bottom in prices.Market studies prove that advertisers are willing to pay more for ad formats delivering higher response and consumer engagement rates. Let us hope this trend continues. Fast and drastic decreases in CPM values in recent years has had an impact both on the quality of advertising communications and on dramatically smaller revenue streams for publishers. This example shows that, in spite of the native ads ecosystem evolving towards automation, the market cannot afford to repeat mistakes of recent past.It will be critical that publishers build a large scope of statistics surrounding the power of their native advertising offerings and the results that make these formats different or better than more traditional offerings. Pure traffic is currently the most common metric, but over the past decade advertisers have learned the hard way that online advertising impressions and even click-through-rates are not enough to prove the efficacy of a campaign.


THE AUTHORS


Adaptiff Adaptiff is an international native advertising & surveys network — part of Interactions Europe structures — dedicated to delivering unique online marcomms efficiency measures as well as brand and publisher safety in key European markets. It strives to deliver advanced added values, i.e. increased engagement rates, response rates, and brand/message recall through valued, proven and powerful technological solutions and research.The Adaptiff team is comprised of a devoted group of professionals with deep experience across native advertising, technology, and marketing communications strategy. Its regional offices are in London, Düsseldorf and Warsaw.Adaptiff offers TYPE-IN™ monetisable human verification technology both to quality publishers and advertisers - being the exclusive representative of Solve Media, LLC in Europe.

Solve Media, LLC is the owner of TYPE-IN™ monetisable human verification technology. It believes the future of advertising will be about improving user experience and providing a solid value-exchange for consumers in display, video and mobile formats. Interruptive ads that are seldom seen and typically ignored have given way to platforms that save users time and ensure successful message delivery. Guaranteed effectiveness is rare and powerful in a world of commodity ad performance, and our results speak volumes about our passion for changing the industry.Solve Media, LLC offices are located in New York and Philadelphia.Solve Media, LLC is part of Adiant, a digital media technology company whose mission is to deliver the most innovative advertising solutions to quality publishers and advertisers. Its brands have been engineered from the ground up to offer both immediate and long term sustained value with a high level of customer service. With more than 550M monthly global uniques - agencies, brands, sellers and DR clients trust Adiant in delivering truly qualitative communications solutions.

[email protected]

Adaptiff

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Adaptiff Native Advertising 2016 UK

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