Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Native Meets Programmatic: What’s In It for Users and Advertisers

453 views

Published on

By Eddie de Guia – PubNative

Over the past years, mobile ad formats have significantly evolved offering innovative ways to reach and engage relevant customers. Native advertising has become the gold standard in mobile while programmatic advertising has become the norm in how we buy and sell digital inventory. As mobile adtech continues to innovate faster than ever, we are looking for the most efficient ways to bridge existing distribution channels. What are the challenges native and programmatic face? How does the future look like for these advertising forms?

Published in: Marketing
  • Login to see the comments

Native Meets Programmatic: What’s In It for Users and Advertisers

  1. 1. NATIVE MEETS PROGRAMMATIC: 
 WHAT’S IN IT FOR USERS AND ADVERTISERS Eddie De Guia, PubNative, Savage Marketing 2017
  2. 2. WHO’S PUBNATIVE? Publishers 280+ Demand partners 100+ 6 Global Offices 90%
 Global Fill Rate 32 Bn
 Monthly
 Impressions 62
 Experts
  3. 3. AGENDA What Is Native? What Is Programmatic? Native Meets Programmatic
  4. 4. WHAT IS NATIVE?
  5. 5. AD FORMATS Standard bannersMessaging Video Search
  6. 6. STANDARD ADS ON MOBILE AND DESKTOP
  7. 7. FROM BANNER TO NATIVE
  8. 8. FROM BANNER TO NATIVE
  9. 9. WHAT IS NATIVE ADVERTISING? A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. Form Native ads match the visual design of the experience they live within, and look and feel like natural content. Function Native ads behave consistently with the native user experience, and function just like natural content.
  10. 10. MOBILE MARKETING ASSOCIATION DEFINED NATIVE FORMATS 1/2 Source: MMA PRIO In-feed Social In-feed Content In-feed Commerce In-map
  11. 11. MOBILE MARKETING ASSOCIATION DEFINED NATIVE FORMATS 2/2 Source: MMA In-game Paid Search Recommendation Widget Custom
  12. 12. HOW BIG IS NATIVE ADVERTISING MARKET? (US) Source: BI Intelligence (US data)
  13. 13. WHY MOBILE NATIVE? Source: PubNative, Celtra, Forrester Research CTRs increased 6x, CRs increased3.5x 40% more time spent interacting with native ads Native CTR on mobile is 40% higher than on desktop
  14. 14. IN PRACTICE: VIBER Source: PubNative ▸ Increase revenue ▸ Maintain natural user experience ▸ More than 2% CTR ▸ 6x WoW revenue increase ▸ Fill in 45+ countries Objective Key success metrics
  15. 15. IN PRACTICE: JARRITOS/NIELSEN Source: NIELSEN, SHARETHROUGH, JARRITOS ▸ Increase brand lift ▸ 5 CPG brand campaigns ▸ Pre-roll vs. native ads ▸ In all campaigns native ads delivered higher brand lift ▸ Pre-roll drove little/no brand lift Objective Key success metrics Non - Alcoholic beverage favorability brand lift
  16. 16. CHALLENGE: DOMINATION OF DATED FORMATS Source: BI Intelligence estimates, Interactive Advertising Bureau
  17. 17. CHALLENGE: LACK OF INFORMATION ABOUT MOBILE NATIVE ADVERTISING
  18. 18. FUTURE: NATIVE SHARE OF TOTAL DISPLAY ADVERTISING (GLOBAL) Source: IHS 14,5%
  19. 19. FUTURE: INCREASE IN MOBILE VIDEO AD SPENDING Source: eMarketer
  20. 20. FUTURE: NEW DISTRIBUTION CHANNELS
  21. 21. FUTURE: NEW DISTRIBUTION CHANNELS
  22. 22. WHAT IS PROGRAMMATIC?
  23. 23. YOU ARE ALREADY IN THE GAME
  24. 24. ONLY 20% TIME SPENT ON TOP APPS Source: AppAnnie
  25. 25. BEFORE PROGRAMMATIC
  26. 26. PROGRAMMATIC NOW
  27. 27. PROGRAMMATIC BIDDING Step1 Step2 Step3 Step4 Step5 Step6
  28. 28. YOU CAN BUY MANY FORMATS PROGRAMMATICALLY Video Rich Media Interstitials Search Native ads Banner ads
  29. 29. LEVERAGE CURRENT CREATIVES AND PROGRAMMATIC BUYING
  30. 30. LEVERAGE MOBILE TARGETING
  31. 31. IN PRACTICE: IKEA Objective ▸ Increase awareness of newly launched collection ▸ Target: Belgium market in French and Dutch ▸ Devices: Mobile and tablets Key success metrics ▸ Total CTR 1.58% (nearly 5x higher than global average) ▸ Total engagement time 16.54 secs (81% longer than global average) ▸ Total viewability rate 48.11% Source: Adform Digital Advertising Benchmark Report H1 2015
  32. 32. RETARGETING & REENGAGEMENT Source: Remerge Retarget your users with a personalised ad Bring users back to your app via a deep link
  33. 33. IN PRACTICE: CRITEO/SONY Objective ▸ Increase e-commerce campaign performance and efficiency ▸ Critical period Black Friday and Cyber Monday ▸ Reduce costs of sales (COS) Key success metrics ▸ +281% YoY revenue at -74% COS, Thanksgiving through Cyber Monday ▸ 2x more conversions ▸ 15% lower COS YoY Source: Criteo, Sony
  34. 34. CHALLENGE: COMPLEX ECOSYSTEM Source: Luma Partners, 2016
  35. 35. FUTURE: INCREASE IN MOBILE PROGRAMMATIC DISPLAY SPENDING Source: eMarketer $36,09 $30,06 $24,14 $17,99 $10,65
  36. 36. KEY TAKEAWAYS Native advertising helps reaching brand goals more efficiently compared to other forms of online and mobile marketing By leveraging mobile audience targeting, existing creative assets and programmatic buying, brand marketers can easily run in-app marketing campaigns at scale Programmatic and native are the future of mobile advertising
  37. 37. Q&A
  38. 38. THANK YOU Eddie De Guia edg@pubantive.net PubNative 2017 Savage Marketing

×