emerging media: the rise of video and native renaissance

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Arabnet workshop

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Slide 1

1

Emerging

Media:

The Rise of

Video and Native

Renaissance

2

The Rise of Video

Key facts on Youtube GCC 3

70% of affluent population under 30 years

old

Highest mobile penetration in the

world. Over 60%

3x as many videos viewed per day as the

average US watcher

167 million views per day across Middle

East. 90 million originate from Saudi Arabia

4

Youtube offers incremental reach over TV

Reference: Youtube Millard brown study

5

Does it matter

for brands?

6

Online Video is a mean

to express brand

promise and extend

content experience

Popular video content in the Arab World: Humor & Emotional

8

4 guiding principles

1. Dont say what you are. Be what you are

2. How you engage your audience can help to build your brand around its promise.

3. Capitalize on expanded brand license.

4. Advertising = Content.

9

Dont say what you are. Be what you are.

Create a Customizable

Adventure

YouTube Video

Sodimac and la casa eco

11

How you engage your audience can

help to build your brand around its

promise.

Create a Customizable

Adventure

YouTube Video

Create a Customizable

Adventure

YouTube Video

Samsung Skip

14

Capitalize on expanded brand

license.

Create a Customizable

Adventure

YouTube Video

Evian Trailer

17

Advertising = Content

Create a Customizable

Adventure

YouTube Video

VW Masthead

19

20

Do brands only care about CPV?

21

Recommended metrics to look at

Paid: Ensure content surfaces to the right audience

Owned: Express brand through compelling videos to create authentic, long-

term relationships with your audience

Earned: Tie paid to owned media. Measuring this earned effect will help

optimize for more impact

22

Native

Renaissance

23

There is a renaissance underway in digital advertising that is driving brands, publishers

and consumers to communicate with each

other in more personal and natural ways.

Native advertising is an important piece of

this evolution - Patrick Albano, Yahoo

24

What is native advertising anyway

To a large extent, native is in the eye of

the beholder, depending on where one

sits in the ecosystem and the strategic

and media objectives of the marketer

feel native advertising increases consumer engagement

63%

of brands

Source: Stateofnativeadvertising.hexagram.com,, BIA/ Kelsey april 2013

Brands love native adverting

. And consumers too

27

Banners grew in size by 40%

New formats introduced

Clicks volume has been declining

CTR levels decreased by 87%

This is mainly caused by

BANNER BLINDNESS

& Mobile screen sizes

Display banner

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Display banner

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Display banner

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FALL OF CTR

2003 2014

year

The decline of banner advertising

Social media and birth of Native Ads

Logically, they seed Ads in peoples news feeds as well.

For publishers: Native Advertising is born

that can fall under Native category today.

30

Clear definition of Native Advertising

Native advertising is a concept

encompassing both an aspiration as

well as a suite of ad products. It is

clear that most advertisers and

publishers aspire to deliver paid ads

that are so cohesive with the content,

assimilated into the design, and

consistent with the platform behavior

that the viewer simply feels

that they belong.

1. Integrated

Embedded Content that respects the look and feel of the

site

2. Non-Intrusive

Respect the site user experience to trigger click

3. Transparent

Does not mislead the user. It is clearly identified as

sponsored

4. Affinity

Messages are contextualized in a quality environment

5. Story Driven

Entice the user interest organically for triggered response

Five key features of Native Ads

32

Common types of Native Advertising

IAB identified the six main types

that can fall under Native category today.

Reference: THE NATIVE ADVERTISING PLAYBOOK

33

In-Feed Units

Paid Search Units

Common types of Native Advertising

Recommendation Widgets

Promoted Listings

Common types of Native Advertising

In-Ad (IAB Standard) with Native Element Units

Custom /Cant Be Contained

Common types of Native Advertising

Example: Gizmodo

Example: The Wall Street Journal

Example: Yahoo Native Solution

Advertising seamlessly

blended with Yahoo

Content

Example: Ad falcon mobile native ads

40

Other examples online

THANK YOU

41

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