IAB Europe Webinar Deck: Building more Meaningful Consumer Relationships with Online Native...
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Transcript of IAB Europe Webinar Deck: Building more Meaningful Consumer Relationships with Online Native...
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 [email protected] Programmes Manager, IAB Europe
@iabeurope
/iab-europe
www.iabeurope.eu