the native ads industry

Kunal Gupta CEO

! www.polar.me

" www.polar.me/blog

# @aboutPolar

# @kunalfromPolar

2About Polar.

300MM monthly native ads served

MediaVoice Native ads platform

50+ premium pubs 450+ top tiered sites

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3We’re excited about native ads!

Native advertising

TRENDSOF

2014

!

These guys are

leading the way

in native ads.

Native spending. is on the rise!

$5.0B 2017e

$3.1B 2014

Source: BIA/Kelsey via eMarketer, December 2013

Mobile monetization.

Solved.

4How native ads will help publishers.

Content 20%

Indirect 15%

Direct-sold Display 65%

TODAY:

Content Programs 50%

Indirect Channels 25%

Direct-sold Display 25%

2 YEARS:

5It’s like search all over again…

Search is now dominated by only 3 players.

Careful, social sites are eating your native ads lunch!

6Where publishers need help.

Components to a native ad program. Pricing and packaging. Go-to-market strategies.

native ad campaign pricing.

Category priceTerms

Native ad media spend for native ads

Content creationarticles over

Companion display media spendfor display ads at

Content amplificationimpressions across all sites at

Total:

$20,000

$10,000

$20,000

$5,000

qty

qty

qty

qty

price

duration

price

price

1 million

5

2 million

10 thousand

$20 CPM

30 days

$10 CPM

50¢ CPC

$55,000

TYPEimpressions

22

Sample package A

‣Native ad media ‣Display media ‣Content creation ‣Content amplification ‣Native ad engagement ‣Native video placements

native ad campaign pricing.

Category price Terms

Native ad media spend for native ads

Content creationarticles over

Companion display media spendfor display ads at

Content amplificationimpressions across all sites at

Total:

$20,000

$10,000

$20,000

$5,000

qty

qty

qty

qty

price

duration

price

price

1 million

5

2 million

10 thousand

$20 CPM

30 days

$10 CPM

50¢ CPC

$55,000

TYPE

impressions

22

Sample package A

Pricing and Packaging.

7Where publishers need help.

The user experience.

User Experience Components. Industry Examples. Sample Benchmarks.

Layout

Loc

ati

on

Design

Bad

ge

Logo or no logo?

What does better:

35%above the

fold

!

click-thrubetter

50%higher CTR on Mobile

57%performs better by

subtle shadingNo shading Light shading Prominent shading

13%options =sharinghigher ctr

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(mom was right!)

thanks! www.polar.me

" www.polar.me/blog

# @aboutPolar

State of the Industry:

Benchmarks coming next week to polar.me