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Key Operational Considerations for Native Advertising and Content
Marketing
IAB Europe Webinar
28th February 2017
• Moderator: Alison Fennah, Executive Business Advisor, IAB Europe
• Ben Pheloung, Director Sales and Account Management, PulsePoint
• Robin Jackson, Senior Manager – EMEA Native Ads Solutions, Yahoo!
• Charlotte Diemer, Director of Content & Insights, Teads
Today’s speakers
• IAB Europe Native Advertising and Content Marketing white paper
• Pan-European definitions
• Distribution and optimisation
• Targeting and creative strategy
• Workflow
Today’s agenda
IAB Europe Native Advertising and Content Marketing Task Force
IAB Europe Native Advertising and Content Marketing White Paper
Content:• Introduction• How Native Advertising Enables Meaningful Consumer
Relationships• Business Model• Native Advertising Distribution Formats• Guidance for Businesses on Applicable EU Rules• Operational Considerations• European Landscape• Conclusions• Case Studies• With thanks
Pan-European definitions
• Native distribution ad formats: ad units used for the automated distribution of content at scale and that align to the style and format of the surrounding environment.
• Content-based advertising: commercial content that is advertiser-controlled or jointly publisher/advertiser controlled (e.g. online advertorial, advertiser funded content or advertisement features) and is designed to fit with the format and style of the surrounding editorial content.
Distribution and optimisation
Ben Pheloung, Director Sales and Account Management, PulsePoint
Distribution and optimisation
Distribution and optimisation
Paradox of choice
Distribution and optimisation
Manage multiple distribution platforms
Targeting and creative strategy
Robin Jackson, Senior Manager – EMEA Native Ads Solutions, Yahoo!
Targeting and creative strategy
Logos: it's not when but where
Images: relevance rules it all
Targeting and creative strategy
Targeting and creative strategy
Text: it's all connected
Step 1: Ignite
Step 2: Enlighten
Step 3: Engagers
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Retargeting
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Retargeting
Custom Audiences
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Retargeting
Custom Audiences
Clothing Company
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Retargeting
Custom Audiences
Clothing Company
Style & Fashion
Female – 18-35
Lookalike – past converters
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Retargeting
Custom Audiences
Clothing Company
Style & Fashion
Female – 18-35
Lookalike – past converters
Received email from ASOS, Topshop and River Island
Search queries including ‘dresses’, ‘spring fashion’, ‘playsuit’
Targeting and creative strategy
Prospecting
Purchase
Awareness
Targeting
Interests
Demo
Lookalike
Mail Segments
Search Retargeting
Custom Audiences
Clothing Company
Style & Fashion
Female – 18-35
Lookalike – past converters
Received email from ASOS, Topshop and River Island
Search queries including ‘dresses’, ‘spring fashion’, ‘playsuit’
Cart abandoner
Workflow
Charlotte Diemer, Director of Content & Insights, Teads
The workflow: an overview
Client briefMedia partner
briefingProposals
Media partner selection
Tracking Project planProject
management
Post-activation analysis
The workflow: Client Brief
The workflow: Media Partner Briefing
Client brief
The workflow: Proposals
The workflow: Media partner selection
The workflow: Tracking
The workflow: Project Plan
The workflow: Project management
The workflow: Post-activation analysis
Q&A
Thank you & next steps
Watch and share the webinar recording – this will be on our website in the next couple of days
Please provide your feedback in the survey at the end of this webinar
Download the IAB Europe Native Advertising and Content Marketing White Paper
Interact 23-24 May, Amsterdam
The New Rules of Engagement!Early Bird rate: €850 exc. VATwww.interactcongress.eu
MIXX Awards categories• Display Advertising• Mobile Advertising Video Advertising • Social Media • Search Advertising.• Native Advertising • Branded Content • Responsive Display Advertising • Virtual and Augmented Reality experience. • Campaign Effectiveness • Programmatic Advertising • Integrated Advertising • Effective Use of Data
IAB Europe is the voice of digital business and the leading European-level industry association for theinteractive advertising ecosystem. Its mission is to promote the development of this innovative sector byshaping the regulatory environment, investing in research and education, and developing and facilitatingthe uptake of business standards.
CONTACTMarie-Clare Puffett puffett@iabeurope.euBusiness Programmes Manager, IAB Europe
@iabeurope
/iab-europe
www.iabeurope.eu
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