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Page 1: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Branded content &native advertisingBranded content &native advertising

Page 2: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

CONTENT MARKETINGIS ALL THE MARKETING

THAT’S LEFT- SETH GODIN

CONTENT MARKETINGIS ALL THE MARKETING

THAT’S LEFT- SETH GODIN

Page 3: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Kraft SaysIt Gets Four Times

Better ROIfrom Content

Than AdsJulie Fleischer, director of data,

content and media, Kraft

Kraft SaysIt Gets Four Times

Better ROIfrom Content

Than AdsJulie Fleischer, director of data,

content and media, Kraft

Page 4: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

PEOPLE LOVEGREAT CONTENT

Page 5: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

How do you feel about sponsoredcontent?

Hubshout, May 2014

Page 6: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Do you find value in sponsoredcontent?

Hubshout, May 2014

Page 7: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

8 IN 10BRANDS

ALREADY CREATE GREATCONTENT

Page 8: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Traditional digitaladvertising

has become wallpaperJason Hill, global head of

media strategy, General Electrics

Traditional digitaladvertising

has become wallpaperJason Hill, global head of

media strategy, General Electrics

Page 9: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Do you have a content marketingstrategy?

48%

35%

Yes, NOT documented

Yes, documented 70% of B2BMarketers arecreating more

content than theydid one year ago

50% OF Marketersplan to increasecontent marketingbudget over thenext 12 months

3%

14%

0% 10% 20% 30% 40% 50% 60%

Unsure

No

70% of B2BMarketers arecreating more

content than theydid one year ago

50% OF Marketersplan to increasecontent marketingbudget over thenext 12 months

AdAge, Sept 2014

Page 10: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

MUCH OF THIS GREAT CONTENTIS

NEVER SEEN

Page 11: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

How will you promote your content?

32.7%

67.2%

Are you morewilling to click

on sponsoredarticles or banner

ads?

Hubshout, May 2014

Sponsored articles Banner ads

67.2%

Are you morewilling to click

on sponsoredarticles or banner

ads?

Page 12: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Will you use social media only?

Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014

Page 13: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

NATIVE advertising revenue

Page 14: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Native advertising is an online advertisingmethod in which the advertiser attempts togain attention by providing content in thecontext of the user's experience.

Native ad formats match both the FORMand FUNCTION of the user experience inwhich they are placed.

What is native advertising

Native advertising is an online advertisingmethod in which the advertiser attempts togain attention by providing content in thecontext of the user's experience.

Native ad formats match both the FORMand FUNCTION of the user experience inwhich they are placed.

Page 15: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

OUTBRAIN HELPS PEOPLE

DISCOVER GREATCONTENT

OUTBRAIN HELPS PEOPLE

DISCOVER GREATCONTENT

Page 16: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

9 Travel Apps ForGetting AroundLike a LocalIntel iQ

INTERNAL DISCOVERYPROMOTED DISCOVERYOUTBRAIN AMPLIFY

9 Travel Apps ForGetting AroundLike a LocalIntel iQ

9 Travel Apps ForGetting Around Like aLocalIntel iQ

Page 17: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Scale your reach withthe World's Most Premium

PUBLISHERs

Page 18: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Scale your reach withthe World's Most Premium

PUBLISHERs

561MMUNIQUE USERS WORLDWIDE

67%Reach - italy

561MMUNIQUE USERS WORLDWIDE

67%Reach - italy

Page 19: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

ACROSS ALL DEVICES

MOBILE DEKSTOP TABLET

Page 20: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

MOBILE MARKETING OPTIONS HAVE BEENLIMITED

TimeSpent

Desktop Mobile

62% 38%

Audiweb/IAB - 2014

AdSpend

Desktop Mobile

Desktop Mobile

14%

86%

Page 21: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Interruptive ad model‘very likely’ to fail

on mobileJimmy Maymann

Huffington Post CEO

Interruptive ad model‘very likely’ to fail

on mobileJimmy Maymann

Huffington Post CEO

Page 22: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Outbrain Brings NativeAdvertising TO Mobile Web

& Apps

Page 23: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

AVERAGE outbrain engagement (CTR)

MOBILE USERS ARE MORE ENGAGED

+46%+38%

Desktop Smartphone Tablet

DESKTOP TABLETSMARTPHONE

OUTBRAIN ANALYSIS, APRIL 2014

Page 24: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

ACROSS all CONTENT FORMATs

ARTICLESARTICLES

VIDEOS

SLIDESHOWs

Page 25: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

HOW will you promote VIDEO?

INTRUSIVE72% of per-rolls are skipped

LIMITEDPre-rolls can’t supportlong-form content

USER-INITIATEDAudiences choose to view videos –brand lift is 82% higher than pre-rolls

PRE-

ROLLS

FULLY FLEXIBLEAny type and length of videocontent – brand lift is 4.5X higherfor long form videos versusrepurposed TV ads

vs.

GOOGLE\YOUTUBE TRUVIEW BENCHMARKS, 2013 | NIELSEN, 2014 | TUBEMOGUL, 2014 | MILLWARD BROWN, 2013

RISKYBots generate over 30 million pre-rollviews a day on non brand-safe sites

LIMITEDPre-rolls can’t supportlong-form content

FULLY FLEXIBLEAny type and length of videocontent – brand lift is 4.5X higherfor long form videos versusrepurposed TV ads

PREMIUMMost premium publishers in abrand-safe environment

Page 26: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

WHAT ADV do you find helpful?

12,9%

28,4%

66,1%

PROMOTED TWEET

SPONSORED ARTICLES

Links to suggested content at theend of the article

Hubshout, May 2014

23,5%

30,3%

30,1%

12,9%

VIDEO ADVERTISEMENTS

ADS IN SEARCH RESULTS PAGE

PROMOTED FACEBOOK POST

PROMOTED TWEET

Page 27: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

The future of marketing isabout transparency and

honesty and truth.If the content is high-

quality, people don't careif someone paid to deliver

itLarry Weber,

Weber Shandwick

The future of marketing isabout transparency and

honesty and truth.If the content is high-

quality, people don't careif someone paid to deliver

itLarry Weber,

Weber Shandwick

Page 28: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

HOWDOES IT WORK?

Page 29: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

PROMOTED DISCOVERYOUTBRAIN AMPLIFY

Page 30: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Popular

TemporalContextual

RightAudienceRight TimeRIGHT DEVICERightContent

The Outbrain personalization engine

behavioral

pricingGeography

Devicetype

topical

RightAudienceRight TimeRIGHT DEVICERightContent

Page 31: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

GETTING YOUR CONTENT DISCOVERED ISEASY

SUBMITCONTENT GAIN

INSIGHTS

FLEXIBLECPC

DRIVETRAFFICFLEXIBLE

CPC

DRIVETRAFFIC

YOUR LINKSAPPEAR

Page 32: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

CASE STUDy: P&G

Page 33: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Case study: Danone

Page 34: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

CASE STUDy: red bull

Page 35: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

CASE STUDy: xperia z2

Page 36: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Measure results

Page 37: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Case study: Huggies

+20x utenti unici

+15% utenti VS. search

+10% pv/utente

+22% tempo speso

-15% bounce VS. Search

+20x utenti unici

+15% utenti VS. search

+10% pv/utente

+22% tempo speso

-15% bounce VS. Search

Page 38: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Case study: MAZDA + EARNED MEDIA

Page 39: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

AWARENESS

CONSIDERATION

CONVERSION

» Impressions» Brand recall

» Brand favorability

Example: MAZDA + EARNED MEDIA

AWARENESS

CONSIDERATION

CONVERSION

» Brand favorability

» Purchase intent» Retargeting

Page 40: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Example: MAZDA + EARNED MEDIA

Brand LiftStudy

Page 41: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

50%

39%

64% 62%54%

Brand LiftStudy

Example: MAZDA + EARNED MEDIA

CONTROLEXPOSURE

12%

39%

Unaided BrandRecall

Brand Favorability Purchase Intent

OUTBRAIN RESEARCH/QUALMETRICS, APRIL 2014

Page 42: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Example: MAZDA + EARNED MEDIA

2. Retarget across the web

RETARGETINGREADERS

1. Cookie the review reader

2. Retarget across the web

Page 43: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

measurement& insightsmeasurement& insights

Page 44: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Get deep campaign ANALYTICS andcontent INSIGTHS

CAMPAIGN SCORE | TRAFFIC SOURCES | HEADLINES | GEOGRAPHIC | CONVERSIONS | GOOGLE ANALYTICS

Page 45: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

festive content consumption

Page 46: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

festive content keywords

Page 47: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Who will be next americanpresident?

Page 48: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Keeping your brand safe

Page 49: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

DISCLOSURE GUIDELINES

OUTBRAIN BUILDS AUDIENCETRUST

AND MAINTAINS BRAND SAFETY

HEAD OF CONTENT SAFETYCONTENT GUIDELINES

BILLGUARD PARTNERSHIPIAB MEMBERSHIPFTC ACTIVISM

Page 50: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Why Do OVER 80% OF theWorld’s leading brands choose

Outbrain?

ADAGE DATACENTER/KANTAR MEDIA, TOP 100 GLOBAL ADVERTISERS, 2014

Page 51: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

premium publishers

Largest global reach

PROVEN results

Why Do OVER 80% OF theWorld’s leading brands choose

Outbrain?

Total brand safety

Advanced Analytics &

Insights

Audience’s trust

premium publishers

Largest global reach

PROVEN results

Total brand safety

Advanced Analytics &

Insights

Audience’s trust

Page 52: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

3% 1%2%

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

Why reader trust matter

94%of readers agree that

“Thrustworthiness” is a key factorwhen deciding whether to visit a

publisher site63%

31% 94%of readers agree that

“Thrustworthiness” is a key factorwhen deciding whether to visit a

publisher site

Outbrain, Oct 2014

Page 53: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

Trusted content drives purchase

67%of consumers says itdrives their buying

decisions

85%of consumers says

they seek out “trustedcontent”

67%of consumers says itdrives their buying

decisions

85%of consumers says

they seek out “trustedcontent”

Nielsen/InPowered, March 2014

Page 54: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

What adv will impact your purchase?

16,7%

14,3%

33,6%

PROMOTED TWEET

SPONSORED ARTICLES

Links to suggested content at the endof the article

Hubshout, May 2014

14,8%

17,4%

3,0%

16,7%

VIDEO ADVERTISEMENTS

ADS IN SEARCH RESULTS PAGE

PROMOTED FACEBOOK POST

PROMOTED TWEET

Page 55: Branded content & native advertising€¦ · Average by post on Facebook and Twitter according to Forrester/Ogilvy - 2014. NATIVE advertising revenue. Native advertising is an online

IS YOUR CONTENTready?

Alberto MariCountry Manager Italy, Outbrain

[email protected]

IS YOUR CONTENTready?

Alberto MariCountry Manager Italy, Outbrain

[email protected]