IAB Europe Webinar Deck: The Native Advertising & Content Marketing landscape in Europe
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The Native Advertising and Content Marketing Landscape across Europe IAB Europe Webinar 14 th February 2017
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Transcript of IAB Europe Webinar Deck: The Native Advertising & Content Marketing landscape in Europe
The Native Advertising and Content Marketing
Landscape across Europe
IAB Europe Webinar
14th February 2017
• Moderator: Alison Fennah, Executive Business Advisor, IAB Europe
• Maeve O’Meara, Marketing Manager, IAB Ireland
• Clare O’Brien, Head of Industry Programmes, IAB UK
• Ludi Garcia, Chairman of Content & Native Advertising group, IAB Spain and Head of Digital and Tech
Practices areas, Ketchum
• Veera Sydänmaanlakka, Chairman of IAB Finland Native Advertising Task Force and Native Advertising
Professional, A-lehdet Oy
• Ömer Özener, Chief Operating Officer, Onedio and representing IAB Turkey
Today’s speakers
• IAB Europe Native Advertising and Content Marketing white paper
• Pan-European definitions
• Native Advertising and Content Marketing in Ireland
• Native Advertising and Content Marketing in the UK
• Native Advertising and Content Marketing in Spain
• Native Advertising and Content Marketing in Finland
• Native Advertising and Content Marketing in Turkey
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.
Native Advertising and Content Marketing in Ireland
Maeve O’Meara, Marketing Manager, IAB Ireland
MAEVE O’MEARA, MARKETING MANAGER, IAB IRELAND
14TH FEBRUARY 2017
NATIVE ADVERTISING AND
CONTENT MARKETING
LANDSCAPE - IRELAND
IAB IRELAND PWC H1 2016 ONLINE ADSPEND
MOBILE ADSPEND OVER TOOK
DESKTOP FOR FIRST TIME H1 2016
11%Increase in desktopon a like for like basis
67%Increase in mobileon a like for like basis
Online Adspend, H1 2015 vs H1 2016
NATIVE ADVERTISING (DESKTOP & MOBILE)
€36.6m*
This represents 39% of total digital display advertising
revenue up 129% on
€16.0m in H1 2015
*Native advertising includes: ‘in-feed’ publisher controlled content, ‘in-feed’ advertiser controlled content, discovery/recommendation units and customised / innovation formatsSource: IAB / PwC Digital Adspend H1 2016
2016
• Native Council produced Guide to Native
(end 2015)
• Agreed Definitions & Disclosure
Principles
• Native Breakfast series - Brand /
Marketing Managers present (2016 -
Carlsberg, KBC Bank, Volvo, Bord Gais -
Utility)
• Presentations at annual conferences &
other events: (2016 - Guardian Media,
Maximum Media, Atomic, Tesco)
• Native workshops
IAB IRELAND PRIORITIES VIA
NATIVE COUNCIL
DEFINING NATIVE
IAB IRELAND GUIDE TO NATIVE
Disclosure Principles - signed up to by member publishers
Native Advertising should be clearly and prominently labelled and
readily recognisable as an Advertisement or as paid for content.
The identity of the Advertiser should be apparent to the reader in the
Advertisement or paid for content.
WHAT ADVERTISERS TELL US
Native gives Advertisers: But you have to:
Deeper Engagement Know your audience - who are you
talking to?
Better product awareness Provide your reader/viewer with value
and be transparent
Access to new audiences Bring media owners and other
partners in as early as possible
Freedom - to engage and interact
Bring products / sponsorships /
campaigns to life
Measure against your KPI’s in a
variety of ways - eg. Dwell time, click
through, shares, social interactions
PRIORITIES 2017 - IAB IRELAND NATIVE COUNCIL
• Raise the standard: ’Let’s do Native Better’
• Provide a toolkit for Native eg. project
management, roles & responsibilities, time,
costs
• Measurement against campaign KPI’s / share
measurable success stories
• Encourage brands to commit more to native -
A series is more effective than a once off!
• Discussions on Social Influencers / fake news
- opportunities / challenges for publishers
• Will maintain what worked from last year:
Breakfast series, Workshops, speakers at
events
• Promote and drive in our market IAB Europe
publications, white papers, webinars, research
etc
• Ensure definitions and best practice is in line
with European and Global IAB’s.
Native Advertising and Content Marketing in the UK
Clare O’Brien, Head of Industry Programmes, IAB UK
Content & Native in the UK: market status and development
14/02/2017iabuk.net
Display reaches a third of digital in H1 2016
Category H1 2015 Share
Search 51%
Display 31%
Classified 16%
SOURCE: IAB / PwC Digital Adspend H1 2016
16.4%
Content & Native is now 29% of display
New for 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools.. New for 2015: Tablet is no longer in ‘other’ and is now folded into relevant categories within digital. Banners in social are no longer split out separately and are now folded into Banners.. SOURCE: IAB / PwC Digital Adspend H1 2016.
Mobile display overtakes desktop display
£802 £762
Mobile Display Desktop Display
£802m£762m
SOURCE: IAB / PwC Digital Adspend H1 2016
£137.9m
Note: growth rates are absolute (not like-for-like)SOURCE: IAB / PwC Digital Adspend H1 2016
Content & Native 45% mobile display…
SOURCE: IAB / PwC Digital Adspend H1 2016
Desktop/tablet Video Mobile Video
Key initiatives14/02/2017iabuk.net
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IAB UK Content & Native Definitions Framework
Advertiser owned Media owner revenues (brand-based)
Typ
e Brand-owned content Publisher-hosted and/or made Native distribution ad units
Owned Paid Paid
Wh
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Advertiser owned and operated: conceived, made and managed
e.g. website / appContent elements (article, slides, video, app, social pages / sharing)
Contract publishing
1. Publisher*-controlled content(sometimes called ‘supported’ or ‘sponsored’)• publisher-made, looks like surrounding
editorial, enabled by brand but may have been produced even without brand funding
• publisher editorial control and sign-off
2. Advertiser-controlled commercial content(sometimes called ‘ad feature’ or ‘advertorial’)• can be made by publisher and/or brand • advertiser editorial control and sign-off
3. Joint publisher/advertiser-controlled commercial content(sometimes called ‘sponsored’ or ‘ad feature’)• can be made by publisher and/or brand,
enabled by brand but may have been produced even without brand funding
• publisher and brand editorial control • client consultation/publisher sign-off
Automated & programmatic (scale) content delivery. Examples include:
• 3rd party aggregated • 3rd party curated• 3rd party discovery tools• 3rd party recommendation
tools• In-ad (IAB standard ad
formats)**• In-app• In-feed***• Proprietary / bespoke ad
formats• Promoted post
Basic ingredients for adding clarity
Visual cue Label/description Clear visual demarcation
Native format Disclosure Guidelines parts 1 & 2
14/02/2017iabuk.net
https://www.iabuk.net/resources/standards-and-guidelines/content-and-native-disclosure-guidelines-phase-1
http://www.iabuk.net/sites/default/files/Content%20%26%20Native%20Disclosure%20Guidance%20-%20Phase%202%20.pdf
Native Advertising and Content Marketing in Spain
Ludi Garcia, Chairman of Content & Native Advertising group, IAB Spain and Head of Digital and Tech Practices
areas, Ketchum
CONTENT & NATIVE
ADVERTISING
GROUP
CONTENT & NATIVE ADVERTISING GROUP IAB SPAIN
• LUDI GARCIA, CHAIRMAN OF
CONTENT & NATIVE
ADVERTISING GROUP AT IAB
SPAIN
• HEAD OF DIGITAL AND TECH
PRACTICES AREAS AT KETCHUM
SUMMARY
• CONTENT & NATIVE ADVERTISING IN SPAIN
• PROJECTS
• CONTENT & NATIVE ADVERTISING WORKSHOP: CONCLUSION
• STUDY OF SPANISH INTERNET USERS ABOUT CONTENT & NATIVE
ADVERTISING
• WHITE PAPER CONTENT & NATIVE ADVERTISING
• FORMATS OF CONTENT AND NATIVE ADVERTISING
CONTENT & NATIVE ADVERTISING IN SPAIN
CONTENT & NATIVE ADVERTISING WORKSHOP
• Roundtable about Case
Study Advertisers
• Workgroup with
Advertisers, Media and
agencies.
CONTENT & NATIVE ADVERTISING WORKSHOP
• Roundtable about Case
Study Advertisers
• Workgroup with
Advertisers, Media and
agencies.
CONTENT & NATIVE ADVERTISING WORKSHOP
• Roundtable about Case
Study Advertisers
• Workgroup with
Advertisers, Media and
agencies.
• TRENDING TOPIC AT TWITTER
• +90 ASSISTANTS (ADVERTISERS, MEDIA & AGENCIES).
• CONTENT TO CREATE WHITE PAPER CONTENT &
NATIVE ADVERTISING IAB SPAIN
CONTENT & NATIVE ADVERTISING WORKSHOP
WORK GROUPS
• STUDY OF SPANISH INTERNET USERS ABOUT CONTENT
& NATIVE ADVERTISING
• WHITE PAPER CONTENT & NATIVE ADVERTISING
• FORMATS OF CONTENT AND NATIVE ADVERTISING
CONTENT & NATIVE
ADVERTISING
GROUP
THANKS!
Native Advertising and Content Marketing in Finland
Veera Sydänmaanlakka, Chairman of IAB Finland Native Advertising Task Force and Native Advertising Professional,
A-lehdet Oy
Media Advertising Spend 2016Media Advertising Spend total 1.168 meur
Magazines75,1 meur 6,4 %
Newspapers338,6 meur…
Freesheets61,1 meur
5,2 %Television
253,1 meur 21,7 %
Radio61,1 meur
5,2 %
Outdoor ads49,6 meur…
Cinemas5,1 meur 0,4 %
Digital Advertising324,4 meur…
Online Ad Spend in Finland 2007-2016
113
149
180
204221 219
240
264
286
324
0
50
100
150
200
250
300
350
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
meur
Source: Kantar TNS and IAB Finland
Online ad spend 2016
Big internationaloperators have total46 % share of online adspend.
Meur growth-%
Search total 100,2 4,8
Facebook 41,3 29,9
YouTube 7,8 18,2
Display (incl. native) 97,1 11,7
Instream video 17,9 17,0
Mobile 24,3 29,9
Classified 35,8 6,9
Online Ad Spend total 324,4 12,6
Source: Kantar TNS and IAB Finland
Native Advertising ad spend
• IAB Finland’s estimate is that the Native Advertising ad spend to be approximately 10 %
of Display ad spend
• Native Advertising constantly gaining its share
• Seems that Display also gets a lift from Native ads
What’s happening right now
• Worry of integrity: first shock waves passed of journalism and commercial content
colliding passed
• Definitions
• Markings & regulations
• Measuring
• Trends: inspiring content, videos and mobile
Native Advertising and Content Marketing in Turkey
Ömer Özener, Chief Operating Officer, Onedio and representing IAB Turkey
Native Advertising Global Trendsas we see it from Turkey
2017
Native Advertising Global Trendsas we see it from Turkey
2017
More mobile, more social, more video
More mobile, more social, more video
More mobile, more social, more video
Media consumption now happens on MOBILE devices, through SOCIAL media,
in VIDEO format
Wider Adoption of Native Advertising Among Publishers
Large Publishers like Buzzfeed, Vice, Conde Nast, New York Times led the growth in native advertising in US however not mid-to-small sized publishers are also starting their own native ad units and increasing the supply of branded content.
Also big publishers are investing even more in Native: New York times decided to enlarge its T-brand studio, Buzzfeed got investment from NBC, Conde Nast native ads already make up 15% of its revenue.
In Turkey, some traditional media companies also launched their own content marketing studios. However digital-first companies (Onedio) still dominates the market.
Native Advertising makes more of publishers revenue
According to the reports, 52% of publishers already offer native advertising as a service and another 37% are likely or most likely to add the option in the future. In addition, those who currently offer the service expect that 30% of their overall advertising revenues will come from native advertising in 2018, which is up from 19% in 2015.
In Turkey content marketing and native ad widgets are increasing source of income for publishers. Display market started to decline.
Native Advertising Trends 2016 – The Magazine Industry
Native Advertising Spending will continue growing fast
More high quality content will drive engagement
There will be a clear distinction vetween content recommendation networks (like Taboola, Outbrain etc.) vs. premium native content producers like Buzzfeed, New York Times. Higher content quality will drive more engagement and more native ad spending.
Content recommendation networks offers scale but quality of content is often regarded as “poor” in Turkey.
Newell Thompson VP, Content Marketing at FORTUNE
According to Boston Consulting Group, Native Advertising is clearly the Next Big Thing in Media Industry
Media companies are not only being invited to play a role in the future of branded content, they are also being offered a big and multifaceted business opportunity if they do.
Neal Zuckerman, partner and managing director of the Boston Consulting Group
https://www.bcgperspectives.com/content/articles/media-entertainment-marketing-branded-content-growth-for-marketers-media-companies/?chapter=4
Best Practices & Hot Native Products
Links:
http://www.toprankblog.com/2016/06/2016-native-advertising-trends/
http://www.adweek.com/news/technology/infographic-native-advertising-grows-despite-budget-and-transparency-concerns-162963
http://nativeadvertisinginstitute.com/wp-content/uploads/NAI-20-native-advertising-predictions-2016.pdf
http://www.huffingtonpost.com/chad-pollitt/2016-native-advertising-t_1_b_10570340.html
https://www.bcgperspectives.com/content/articles/media-entertainment-marketing-branded-content-growth-for-marketers-media-companies/?chapter=4
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 - Key Operational Considerations for Native Advertising and Content Marketing - Tuesday 28th 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
