NATIVE ADVERTIS-ING ON THE VISU-AL WEB

A PRIMER FOR MARKETERS

Contents

Native Advertising 'HȴQHG��$JDLQ���ɇ1

A Picture LV�:RUWK�D�7KRXVDQG�:RUGVɇ�ɇ2

Images in the�5LJKW�&RQWH[Wɇ�ɇ3

Images WKDW�5HVRQDWHɇ�ɇ4

The Power of�$GDSWLYH�&RQWHQWɇ�ɇ5

The Result of (QWLFLQJ�ΖPDJHU\�ɇ�ɇ6

Keep an Eye�2Q�<RXU�ΖPDJHVɇ�ɇ7

Image-Driven Advertising %XLOW�IRU�WKH�9LVXDO�:HEɇ�ɇ8

1

Native Advertising

'HȴQHG��$JDLQ�It’s one of the hottest buzzwords in marketing, but what exactly does native mean? Is it a sponsorship? An advertorial? Branded content? At its core, native is about advertising that aligns itself stylistically with the content of its host publication: it’s commercial content that is native to its editorial VXUURXQGLQJV��b

However, depending on those surroundings and on the context in which it appears, it can take many forms:

Editorial NativeAppears in a similar style and content to the articles that surround it

Social NativeAdvertising that is within the user’s social feed

Display NativeIntegrated content within an advertiser’s display unit

:KLOH�WKHVH�DSSURDFKHV�DOO�GLHU�in execution and strategy, they share one important element: they leverage big, beautiful images.

The Web is becoming a more visual medium. Adoption of new devices and technology are creating a world where videos and photos are more widely shared than they have have ever been. Marketers are primed to take advantage of visual storytelling.

#nativeadvertising

27 MILLION

pieces of content shared daily*

*Nielsen, 6/13

2

A Picture is Worth a

Thousand Words

While content has become a strategic weapon in the battle for customer attention, the brands who know how to tell visual stories are the ones who will stand apart.

Consumers have a visceral connection to pictures. For marketers, focusing a majority of the creative on an image alone makes it feel less like an ad and more like an experience. The image sells itself.

ȏ� 90% of the information sent to the brain is visual*

ȏ� The brain can process images seen for just 13 milliseconds**

ȏ� Images are processed 60,000 times faster than text*

#visualweb

67%

say the quality of a product

image is “very important” in

selecting and purchasing a

product***

*3M Consumer Study, 9/13

**MIT Journal, 1/14

**MDG Advertising Study, 8/13

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While images will be the driving force behind increasing consumer engagement, the context that image lives within is key.

ȏ� A site and its native ad should appeal to a like-minded consumer and possess a similar level of cultural cache

ȏ� The ad should provide value. The image should entice the user, but the message behind it should be relevant to the site the user is on

ȏ� The format of the ad should feel like it is part of the page, no matter what device it is being viewed on

#beautifulads

25%

more likely for native ads to be

viewed by users vs. banners*

*ShareThrough Study, 9/13

Images in the Right

Context

4

Images that

Resonate

Understanding the who, what, when, where, why and how people share content online should be a critical insight for your brand. Not only does it inform your tactical decisions for your advertising campaigns, it predicts the future of overall marketing success as consumer behavior is trending away from mainstream DGYHUWLVLQJ�HHFWLYHQHVV�DQG�PRUH�WRZDUG�ZRUG�RI�mouth marketing, even online.

Therefore, it is important to identify exactly what product images are being shared. By doing so, you’ll be able to discover the images that engage audiences so you can give your customers and prospects more of what they want.

#visualweb

16 BILLION

images have been shared on

Instagram*

*Nielsen, 6/13

5

Forget responsive design. The key to winning the Internet will be how TXLFNO\�DQG�HRUWOHVVO\�\RX�FDQ�FDVW�WKH�ZLGHVW�QHW�ZLWK�\RXU�FRQWHQW���7KDW�PHDQV�UHDFKLQJ�WKH�FXVWRPHU�VXUȴQJ�EORJV�RQ�KHU�GHVNWRS��while simultaneously engaging the user scrolling through news on his smartphone – using the same, solitary piece of creative. That’s adaptive content, and that’s the future of advertising.

#nativeadvertising

120%

more engagement for photo

posts vs. text-based posts*

*HubSpot Facebook Brand Study, 10/13

Stubborn banner unwilling to adapt to its surroundings. Yuck. Ahhh. That’s better. This ad plays nicely with others.

The Power of Adaptive

Content

6

The Result of

Enticing Imagery

The combination of leveraging highly compelling imagery coupled with premium integrated native placement resulted in users expressing the massive probability of making a purchase.

#enticingimagery

* Vizu + Nielsen, Brand Lift Study 1/14

281%

lift in purchase intent for users

exposed to TripleLift ad vs.

those who were not**

control exposed

0%

5%

20%

15%

10%

4.5%

17.1%

7

Keep an Eye On Your

Images

#nativeadvertising

2X

More likes for photo updates vs

text on Facebook

TripleLift has run successful image-driven native campaigns for Fortune 1000 brands including Nissan, The Gap, Kohler, among others. Below is a summary of some of the key things we’ve seen to ensure you drive the most success from your advertising.

�< Images are the most important factor (over text) when trying to garner shares to social media. Users like images that are product in action rather than product in isolation when sharing these images

�< If sharing is the most important metric for a campaign, TripleLift found that the right product/image can mean around a 130% lift in share rate

�< Showroom images or images in the real world performed much better than stock images when it relates to engagement rates. In some cases we’ve seen CTR rates that are 15% higher when using showroom images, producing 6% stronger mouse-over rates

�< The image and the title is the most important part of the ad; long body text can often be ignored

* Hubspot, Facebook Brand Study, 10/13

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Image-Driven Advertising

Built for the Visual Web

So what’s the key take-away? When seamlessly integrated alongside relevant content, visual ads help drive interaction and engagement. As the experts in delivering sponsored images, TripleLift can turn your drab, native content into visually stimulating ads that will drive eye-opening results.

ȏ� Your best content transforms into great, memorable experiences

ȏ� Image-driven advertising creates a better, more visual web for users

ȏ� Deliver integrated ads that consumers actually enjoy

#visualweb

15x

Increase in CTR for TripleLift

sponsored ads vs Banners

*TripleLift platform

NATIVE ADVERTIS-ING ON THE VISU-AL WEBTripleLift is the leading native advertising solution built for the visual web.

Leveraging pioneering ad and computer vision technology, TripleLift’s

platform is designed to instantaneously integrate a brand’s most engaging

imagery alongside contextually relevant content, across any device at

VFDOH��DQG�LV�WKH�ȴUVW�FRPSDQ\�WR�PDUU\�QDWLYH�ZLWK�SURJUDPPDWLF���7KH�

use of beautiful brand images has delivered meaningful interaction and

engagement for Fortune 1000 brands, agencies, and publishers.

10

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