The Evolution of Native AdvertisingFranklyn Martin, VP Strategic Accounts

June 2014

What the f*** is native advertising ???

Native Advertising Def.

An online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience.

Native ad formats match both the form and function of the user experience in which it is placed.

• Native Advertising Examples• Native Advertising Definition

Why are we talking about ‘Native’ now ?

1) Shift in people’s behaviour.

Q4 2011

2000 2004 2008 2012

1,200,000,000

800,000,000

400,000,000

Personal computer

Tablet

Smartphone

Source: Business Insider Global Internet Access Device sales chart, Jan 2013

Smartphone Adoption

Source: Comscore Media Metrix, July 2012 — July 2013

July 2012 July 2013

8:127:18

15:45

5:51

A Seismic Shift to Mobile

Time spent in mobile applications, not internet browsers.

Source:: Mobile Total Monthly Minutes, comScore, September 2013

2) Explosion of new, non-standard advertising opportunities.

What does this mean for brands and marketers ?

63% of brands feel native ads increase customer engagement with their messages (Yahoo!)

Business ObjectiveTicket Sales

Marketing ObjectiveGet people excited about Paris

Target AudienceABC1 Adults in London

STORIES ARE WAITING#WhenInParis

Get People Excited About Paris

Leverage Facebook & Twitter video ads to deliver reach & frequency alongside TV

Reach & Frequency

Video Views

Engagement

OBJECTIVE STRATEGY KPIs

NATIVE VIDEO#WhenInParis

Powered by :

Facebook’s Page Post Video Twitter Promoted Tweets with Youtube Video

Over 20m ABC1 Adults saw the TV ad at least once. Facebook

reached over 5M users in London at a frequency of 3.

Facebook drove over 169,000 video views with the new Page Post Video Ad reducing CPV by 85%

The campaign delivered over 488k engagements,

with an average engagement rate of 3%

RESULTS#WhenInParis

Twitter TV Targeting delivered unprecedented engagement rates

of up to 7%

Planning Native Advertising.

How will we measure success ?

How can we communicate our message ?

Who is our target audience and where are they ?

What are our objectives ?

Thanks !