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