easa board native advertising madrid, 23 april 2015
TRANSCRIPT
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‘Native’ Digital AdvertisingNick Stringer – Director of Regulatory Affairs, IAB UK
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What is ‘Native’ Digital Advertising?
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Content & Native is one fifth of UK digital display advertising
New for 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools SOURCE: IAB / PwC Digital Adspend Full Year 2014
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There are 3 key ingredients to getting it right:
Relevance Value Clarity
• Do I feel as though I
am being tricked?
• Do I know who it’s
from?
• Is this for me?
• Is this relevant to the
brand?
• Does it feel like other
content I consume?
• What’s in it for me?
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Basic ingredients for adding clarity
Visual cue Label/description Clear visual demarcation
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New UK market guidelines published on 9 February
www.iabuk.net/contentnativeguidelines
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Key drivers for the new guidance
1. To provide businesses with clear and practical steps –
based on consumer research - to make it easier for
consumers to spot native ads.
2. To help businesses adhere to the UK CAP Code –
“marketing communications must be obviously
identifiable…” (Rule 2.1).
1. To help business comply with the UK Consumer Protection
from Unfair Trading Practices 2008.
2. To allow for consumer expectations as well as market
innovation.
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Phase One: Native Distribution
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Three good practice principles
1. Provide prominent visual cues (eg brand logos, different
design / font to editorial).
2. Use a reasonably visible label to demonstrate commercial
arrangement is in place.
3. Ensure that the marketing communication adheres to the
UK CAP Code.
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Examples
Discovery / recommendation unit In feed / In stream Video In feed / In stream
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Phase Two: Non-Formats
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Thanks! @nickstringer