native advertising 101: clearing up the murkiness - wtf native nyc, 11/3/15
TRANSCRIPT
Clearing up the murkiness of this thing called “native”
Susan Borst
@susanborst
IAB native advertising task force
@susanborst
love
@susanborst
love noun 1. an intense feeling of deep affection. "babies fill parents with intense feelings of love" synonyms: deep affection, fondness, tenderness, warmth, intimacy, attachment, endearment 2. a person or thing that one loves. "she was the love of his life" synonyms: beloved, loved one, love of one's life, dear, dearest, dear one, darling, sweetheart, sweet, angel, honey
@susanborst
@susanborst
@susanborst
A suite of ad products
Deliver paid ads that are - so cohesive with the page content, - assimilated into the design, and - consistent with the platform behavior … that the viewer simply feels that they belong.
@susanborst
- IAB Native Advertising Playbook
The aspiration
The six categories
The six categories
Evaluating the ad types
@susanborst
Examples of this type of in-feed ad include: BuzzFeed, Gawker, Forbes BrandVoice, and Mashable.
The truest aspiration of native…
@susanborst
Recommendation Widgets
But wait….
@susanborst
Focus on in-feed ads
@susanborst
@susanborst
4 main in-feed ad types
• story ads (written text)
• video ads
• app install ads
• product ad (aka product listing ad)
<---Non-Promotional Content Promotional--->
@susanborst
@susanborst
clicking tapping swiping
hovering scrolling
+??
STOP
@susanborst
@susanborst
what do consumers
think?
h.p://staff.onionstudios.com/videos/sponsored-‐content-‐pre.y-‐fucking-‐awesome-‐1935 h.p://staff.onionstudios.com/videos/sponsored-‐content-‐pre.y-‐fucking-‐awesome-‐1935
@susanborst
July, 2014
3 news verticals
@susanborst Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
@susanborst
86%
Online ads = Necessary Evil
60%
More open to stories v. sell
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
@susanborst
71% 61% 70%
Business Entertainment Genera l
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
They’ve seen it
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst
82% 85% 41% (*whoa!)
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst
Business Entertainment Genera l
They get that it’s paid for by a brand*
@susanborst
content brand
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
Before the click...
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst
@susanborst
Relevant
Authoritative
Authentic/ Trustworthy
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
The “Vogue effect”
@susanborst Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14
Brand perceptions
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst
@susanborst
IAB NaJve AdverJsing Playbook
How are native ads disclosed?
(Image used for representaJon only.)
@susanborst Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015
Evaluation Criteria #1 -Primary Disclosure Statement
Does ad include typed out Primary Disclosure Statement?
Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
Evaluation Criteria #1 - Primary Disclosure Statement If there is a typed out Primary Disclosure Statement, what is the disclosure language?
Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
Evaluation Criteria #1 - Primary Disclosure Statement If there is a typed out Primary Disclosure Statement, where is the disclosure language found in the ad and is the font size larger, smaller or the same as the ad copy?
Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
Evaluation Criteria #2 - Brand/Company Disclosure
Is the brand or company sponsor disclosed?
Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
Evaluation Criteria #2 - Brand/Company Disclosure Is the brand or company sponsor is disclosed, how is it disclosed?
@susanborst Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015
Evaluation Criteria #3 - Shading Does the ad have any shading?
-‐ If yes, is it dark, medium or light?
Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
Evaluation Criteria #4 - Lined Border
Does the ad have a lined border, either a lined rule above or below or a complete boxed line around it?
Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
Source: IAB/Brandtale “Disclosure Disclosed” Study, 2015 @susanborst
Although specula.ve, what might we expect from FTC guidance on na.ve adver.sing disclosure?
How does the FTC announce that they are providing formal guidance?
What, if anything, publishers/marketers/agencies could or should do in an.cipa.on of poten.al guidance being issued for na.ve adver.sing?
If guidance is issued, how should publishers/marketers/agencies respond?
@susanborst
Relevance – Not working as well
I guess it would be ok if Toyota
sponsored an article about
great road trip recipes...but not something like fracking. Just
doesn't fit.
I don't know that brand at all, but I like the article. If I saw it enough, I might check out the sponsor, but
I'm not sure.
If I see that the article is written by the sponsor's
President or something, that
can have a negative effect as
it may be more biased.
Source: IAB/Edelman Getting In-Feed Sponsored Content Right Research 7/14 @susanborst
Opportunities and Challenges
• Scale & Programmatic native
• Ad blocking
Programmatic native
Image: Sharethrough @susanborst
Programmatic native
@susanborst
Ad blocking
Before AdBlock After AdBlock
h.p://blog.pubnaJon.com/publishers-‐fight-‐back-‐how-‐the-‐top-‐50-‐websites-‐combat-‐adblock/
Before AdBlock After AdBlock
h.p://blog.pubnaJon.com/publishers-‐fight-‐back-‐how-‐the-‐top-‐50-‐websites-‐combat-‐adblock/
Native Advertising – Three Take-Aways
Relevant
Match editorial in style/quality
Brands: Know where your ads are being
placed when served programmatically.
Publishers: Turn away advertisers that
don’t fit
AuthoritaBve
Share your exper6se vs. sell
Brands: Resist the urge to ask to have brand claims in your sponsored content.
Publishers: Help advertisers adopt a
more editorial mindset
AuthenBc
Be yourself in a transparent fashion
Brands & Publishers: Err on the side of
transparency – from authorship to
disclosure
@susanborst
Thank you.
@susanborst Image credit: swellwomen.com