1. IN-FEED ADS

2. ADVERTORIALS

3. SPONSOR CONTENT RECOMMENDATION

4. PROMOTED LISTINGS & ECOMMERCE ADS

5. PAID SEARCH

6. ADS THAT MATCH THEIR ENVIRONMENT

1. IN-FEED ADS

2. ADVERTORIALS

3. SPONSOR CONTENT RECOMMENDATION

4. PROMOTED LISTINGS & ECOMMERCE ADS

5. PAID SEARCH

6. ADS THAT MATCH THEIR ENVIRONMENT

Kevin FloodThe Programmatic Native Advertising Platform

In 2015, US Native ad spend is expected to hit

-eMarketer, 2014

60% of our digital media is now consumed via mobile, according to ComScore.

“Consumers looked at native ads 52% more frequently than banners.” - Sharethrough

1. Acceptable Ads are not annoying.

2. Acceptable Ads do not disrupt or

distort the page content we're

trying to read.

3. Acceptable Ads are transparent

with us about being an ad.

4. Acceptable Ads are effective

without shouting at us.

5. Acceptable Ads are appropriate to

the site that we are on.

67% 63% 62%48% 43%

0

10

20

30

40

50

60

70

80

More relevantmessage

Increasedengagement

Generateawareness

Create word-of-mouth

Combat "BannerBlindness"

- Hexagram, 2014

A Guide to

- Polar

- Sharethrough

- Polar

Reader’s often prefer “Brought to you by” or

“sponsored by”.

- Yahoo

Not related Related

Low

Hig

h

Contextual Relevance

Pers

on

al R

elev

ance

Positive emotional resonance

Slow to draw attention

Negative emotional resonance

Slow to draw attention

Quickly draws attention

Short fixation time

Very quickly draws attention

Long fixation time

- Yahoo

Positive emotional resonance

1. MAKE IT MOBILE

2. CRAFT THE CREATIVE

3. DISCLOSURE IS KEY

4. RELEVANCE WINS

Find ways that work best with responsive sites

Make use of headlines to connect with audience

Always clearly label your native advertising

Audience data & cookies, contextual data & keywords

How toHow to

Publish and promote your content. Allow sharing to outposts and networks. Draw people to your content hub.

Be worth finding. Your content hub needs to be relevant, inspirational, useful and problem solving.

Capitalise on marketing investment. Develop re-marketing and email automation to ensure relevance at buyer stage and drive repeat sale.

Thrilled customers are key to social media marketing, social proof, repeat sales and referral.

TACTICSPlanning - Crowdsourcing, Social Listening, Consulting with Audience ExpertsCurating - Surveys, Social, Incentivized social, newsletter and competitions, Advocate engagement (review and community platforms)

TACTICSBranding - Channel targeting, Lookalike audiences, Integrated marketing

TACTICSProspecting - Lookalike audiences, Contextual Targeting & SearchSequencing - Cookies & A/B testing, Retargeting

Click Through Rate

Conversion Rate

Revenue Per Click

Return on Investment %

Return on Investment Multiplier

Steps in Funnel

Driving 1.89% 12.72% $ 6.45 4301% 43x 4

Travel 2.17% 1.82% $ 1.62 1351% 13.5x 3

TACTICSConquesting - Granular Contextual Targeting and SearchConversion Driving - Retargeting

TACTICSAdvocacy - Social, 1 2 1, UGC amplification, PR amplification, Incentivized loyalty

Lenovo Inspire Me Campaign

Components

• Using key influencers

• Standalone premium site

• Video content, written articles

• A competition

Promotional Period: 05 Sept to 07 Oct

Results

• Chance to educate consumers

about the product’s flexibility

• Increased Brand Awareness

Components

• Using key influencers

• Standalone premium site

• Video content, written articles

• A competition

Promotional Period: 05 Sept to 07 Oct

0

10

20

30

40

50

60

70

80

Time spent Page views Social actions CTR Combination of all

-Polar

Trading Desks Agencies Search Networks / ITDs

Retargeters

Native DSPs DSPs Content / Native Platforms

In-Text In-Feed

In-Image Content Recommendation

Content Creation

Content Curation

Verification

Data Suppliers

DMPs

Measurement &

Analytics

LESSONS IN SCALE

1. Take advantage of ad technology

2. Content quality is important

3. Make the most of measurement

The future of

NY Times Content Studio Time Inc. Content Solutions

50% higher engagement + less ad blocking +

One creative x All Formats, All Devices +

Better mobile user experience +

More brand investment

= Less wear out + wastage

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