Lessons Learned in Native and How to Avoid Making the Same Mistakes - WTF Native NYC, 11/3/15
WTF is Native Programmatic? - WTF Native Advertising UK, 10/8/15
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WTF Native at Scale Matt O’Nell Founder & Principal Digiday WTF Native October 8, 2015 London
Transcript of WTF is Native Programmatic? - WTF Native Advertising UK, 10/8/15
WTF Native at ScaleMatt O’Nell
Founder & Principal Digiday WTF Native
October 8, 2015 London
Five key things
A clear definition
Benefits to buyers and sellers
Technical Solutions & OpenRTB
A useful tool
It’s still brand spanking new
What is Native at Scale
–Tim Cain, AOP
"One of the challenges with native advertising is in its very purest sense it's something being created in a distinct way for one media brand … For me when people talk about native scalability, I'm not
sure it is scalable.
Axes of ScaleCo
mpl
exity
/ Im
pact
Scalabilty
Advertorial
Infographics
Axes of ScaleCo
mpl
exity
/ Im
pact
Scalabilty
Google Ad Words
Advertorial
Infographics
Axes of ScaleCo
mpl
exity
/ Im
pact
Scalabilty
Google Ad Words
Advertorial
Infographics Contextual post
Tout + Article
Axes of ScaleCo
mpl
exity
/ Im
pact
Scalabilty
Google Ad Words
Advertorial
Infographics Contextual post
Tout + Article
Native Scorecard
• Content paid for by advertiser
• Labeled as ‘sponsored’ or similar
• Sits within normal editorial flow
• Interaction retains the user
Buyer and Seller Benefits
– Neil Mohan, Google
““To scale and be effective for publishers, native formats need to be tracked alongside all the other formats. It’s not really about replacing display ads. It’s just a different way to engage with
customers.”
Buyer / Advertiser
• Creative efficiency
• Enriched metrics
• Apply data, targeting, and other enhanced delivery optimisation
• Emotional Connection + All the good things about digital
• Viewability
Seller / Publisher• Incremental Revenue
• Simplification of tags, systems, workflow
• Ad block avoidance
• Mobile revenue opportunity
• Access to high-yield inventory
• Complimentary, win-win-win solution
Technical Solutions & OpenRTB
‘Scape Players
TripleLift Sharethrough Stack Adapt
Nativo Polar
AdYouLike RespondHQ Adsnative
Fabric Outbrain Taboola
ContentClick
–Anonymous trader from major media agency
“Look. If I can’t trade this through AppNexus we can just end the conversation right now.”
Mission
The mission of the OpenRTB Native project is to spur standardisation and greater growth in the Real-Time Bidding (RTB) marketplace for Native Ads by providing open industry standards for communication between buyers of advertising and sellers of publisher inventory.
Bid Hierarchy - Open RTBBid Request Object
Impression Object
Banner Object Native Object Video ObjectRequest Markup
(Payload)Banner ObjectBanner ObjectBanner Object
and / or and / or
(other OpenRTB objects)
(other OpenRTB objects)
IAB Native Formats
• In Feed Units
• Paid Search Units
• Recommendation Widgets
• Promoted Listings
• IAB Standard with Native Elements
• Custom / “Can’t be contained”
Layouts Types
Putting it all together
a helpful tool
mobile revenue solution
ad blocking work around
engagement generator
A viewable unit
still very very new
Challenges• Analytics for native ad approaches are lacking and haven’t fully matured to what
advertisers have come to expect with traditional campaigns.
• Audience targeting isn’t refined enough for native to steal the ad spend currently dedicated to digital.
• Educated consumers are increasing skeptical of native approaches because they don’t want to feel tricked into reading oblique pieces about products or brands in editorial stories.
• Whack-a-mole with ad blockers
• Commoditisation of the units
• Impact on search engine results (duplicate content)
–Martin Sorrell, WPP Group CEO
“Boundaries between editorial and the business side are breaking down. That’s fine as long as it’s clear to the consumer this is
sponsored content. As long as there’s transparency, I think it’s fine.””
let’s discuss
