NATIVE ADVERTISING13.05.2014

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RILEVANTE PER L’UTENTE NON INTRUSIVO

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Native Advertisingˈnātiv ˈadvərˌtīziNG

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Native advertising è una forma di advertising online che assume l'aspe!o dei contenuti del sito sul quale è ospitata, cercando di generare interesse negli utenti. L'obie!ivo è riprodurre l'esperienza utente del contesto in cui è posizionata, sia nell'aspe!o che nel contenuto.

Nello specifico, il Native Advertising è un metodo pubblicitario contestuale che ibrida contenuti e annunci pubblicitari all'interno del contesto editoriale dove essi vengono posizionati (sia dal punto di vista grafico sia dal punto di vista della linea editoriale), indicando chiaramente chi è l'inserzionista che 'sponsorizza' tale contenuto.

Youtube: TruView Twi!er: Promoted Tweet Facebook: Promoted Post

NATIVE ADVERTISING ESEMPI SUI SOCIAL

FUNZIONALITÀ

FORMA Ha l’aspe!o del contenuto del sito ospitante.

L’esperienza utente è la stessa del resto del sito.

Sharethrough - 2014

NATIVE ADVERTISING CARATTERISTICHE

Le principali properties online già utilizzano il Native Advertising

LA SVOLTA IL FEED

(NATIVE ADV)

LA SVOLTA IL FEED

(NATIVE ADV)

2012 2013

WORDING

(NATIVE ADV)

NATIVE ADVERTISING

Pubblicità/AdvertisingPromosso da

SponsorizzatoSponsorizzato da

Presentato daIn collaborazione con

Contenuto sponsorizzatoSuggerito da

Sharethrough - 2014

FEED HISTORY

NATIVE ADVERTISING ALTRI ESEMPI

NATIVE ADVERTISING ALTRI ESEMPI

NATIVE ADVERTISING ALTRI ESEMPI

0

This paper provides the industry with a framework for thinking about and discussing current native advertising options with the goal of eliminating marketplace confusion and thereby helping sellers sell and buyers buy. Importantly, it also provides Recommended Industry Guidance for Advertising Disclosure and Transparency for ad units  most  often  described  as  ‘native.’

This will serve as the basis for future IAB initiatives in the native advertising space to provide greater clarity to the market. Anchoring this initiative will be a series of IAB industry workshops in 2014 focusing on the most pressing aspects of the native advertising ecosystem.

December 4, 2013

THE NATIVE ADVERTISING PLAYBOOK SIX NATIVE AD CATEGORIES, SIX MARKETPLACE CONSIDERATIONS, AND IAB RECOMMENDED DISCLOSURE PRINCIPLES

IABIL FRAMEWORK

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4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS

When evaluating native advertising options, marketers should ask six core questions to ensure that a unit  will  meet  the  brand’s  objectives:

FORM  –  How  does  the  ad  fit  with  the  overall  page  design?  Is  it  in  the  viewer’s  activity  stream  or  not  in-stream?  

FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it  is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a  video  page  or  story  among  stories,  or  is  it  different?

INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the  surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or  are  new  ones  introduced?  

BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,  section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of  targeting  is  available?

MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are  marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,  views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data  capture,  register,  etc.?)

DISCLOSURE  –  Is  the  disclosure  clear  and  prominent?    

FORMAFUNZIONALITÀ

5

4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS

When evaluating native advertising options, marketers should ask six core questions to ensure that a unit  will  meet  the  brand’s  objectives:

FORM  –  How  does  the  ad  fit  with  the  overall  page  design?  Is  it  in  the  viewer’s  activity  stream  or  not  in-stream?  

FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it  is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a  video  page  or  story  among  stories,  or  is  it  different?

INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the  surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or  are  new  ones  introduced?  

BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,  section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of  targeting  is  available?

MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are  marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,  views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data  capture,  register,  etc.?)

DISCLOSURE  –  Is  the  disclosure  clear  and  prominent?    

INTEGRAZIONE

5

4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS

When evaluating native advertising options, marketers should ask six core questions to ensure that a unit  will  meet  the  brand’s  objectives:

FORM  –  How  does  the  ad  fit  with  the  overall  page  design?  Is  it  in  the  viewer’s  activity  stream  or  not  in-stream?  

FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it  is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a  video  page  or  story  among  stories,  or  is  it  different?

INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the  surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or  are  new  ones  introduced?  

BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,  section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of  targeting  is  available?

MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are  marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,  views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data  capture,  register,  etc.?)

DISCLOSURE  –  Is  the  disclosure  clear  and  prominent?    

TARGETING

5

4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS

When evaluating native advertising options, marketers should ask six core questions to ensure that a unit  will  meet  the  brand’s  objectives:

FORM  –  How  does  the  ad  fit  with  the  overall  page  design?  Is  it  in  the  viewer’s  activity  stream  or  not  in-stream?  

FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it  is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a  video  page  or  story  among  stories,  or  is  it  different?

INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the  surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or  are  new  ones  introduced?  

BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,  section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of  targeting  is  available?

MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are  marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,  views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data  capture,  register,  etc.?)

DISCLOSURE  –  Is  the  disclosure  clear  and  prominent?    

MISURAZIONE

5

4. THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS

When evaluating native advertising options, marketers should ask six core questions to ensure that a unit  will  meet  the  brand’s  objectives:

FORM  –  How  does  the  ad  fit  with  the  overall  page  design?  Is  it  in  the  viewer’s  activity  stream  or  not  in-stream?  

FUNCTION–  Does  the  ad  function  like  the  other  elements  on  the  page  in  which  it  is  placed?    Does  it  deliver  the  same  type  of  content  experience,  e.g.,  a  video  on  a  video  page  or  story  among  stories,  or  is  it  different?

INTEGRATION  –  How  well  do  the  ad  unit’s  behaviors  match  those  of  the  surrounding  content?  Are  they  the  same,  e.g.,  linking  to  an  on-site  story  page,  or  are  new  ones  introduced?  

BUYING  &  TARGETING–  Is  the  ad  placement  guaranteed  on  a  specific  page,  section,  or  site,  or  will  it  be  delivered  across  a  network  of  sites?    What  type  of  targeting  is  available?

MEASUREMENT  –  What  metrics  are  typically  used  to  judge  success?  Are  marketers  more  likely  to  use  top-of-the-funnel  brand  engagement  metrics  (e.g.,  views,  likes,  shares,  time  spent)  or  bottom  funnel  ones  (e.g.,  sale,  download,  data  capture,  register,  etc.?)

DISCLOSURE  –  Is  the  disclosure  clear  and  prominent?    

DISCLOSURE L’INDICAZIONE È CHIARA?

Sharethrough - 2014

NATIVE ADVERTISING IN FEED

NATIVE ADVERTISING IN FEED

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Endemic in-feed: è nel feed e punta ad una pagina-post.

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Linked In-feed: è nel feed e punta ad una pagina esterna al sito.

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In-feed: è nel feed e non punta ad altre pagine.

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NATIVE ADVERTISING SEARCH

NATIVE ADVERTISING

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Risultati: compaiono al di sopra dei risultati organici e sono venduti a performance (click).

SEARCH

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Elenchi: compaiono nell’elenco degli altri prodo!i e linkano ad una pagina speciale dedicata.

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NATIVE ADVERTISING RECOMMENDATION

NATIVE ADVERTISING

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Recommendation Widget: è in un’area delimitata al di fuori del feed.

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LO PROPORRESTE? SÌ/NO/PERCHÈ?

PUNTI DEBOLI DEL NATIVE ADV?

NATIVE ADVERTISING IN ITALIA13.05.2014

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