native e progetti speciali - iab italia › wp-content › uploads › 2016 › 03 › ...iab –i...
TRANSCRIPT
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NATIVE E PROGETTI SPECIALI
COME CAMBIANO GLI OBIETTIVI DEL BRAND CON LA RIVOLUZIONE INTERATTIVA
02 DICEMBRE 2015
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NATIVE E
PROGETTI SPECIALI
PROGRAMMATIC&
RTB
L’ALTRA META’ DEL CIELO – Native e Progetti Speciali
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L’ALTRA META’ DEL CIELO – Native e Progetti Speciali
PUBLISHER 2015:
«UNA PERCENTUALE SUPERIORE AL 40% DELLE NOSTRE REVENUE E’ GENERATA DAL NATIVE E DAI PROGETTI SPECIALI»
ADVERTISER 2015:
«DESTINIAMO SEMPRE PIU’ RISORSE SU PROGETTI DI NATIVE ADVERTISING, BRANDED CONTENT E PROGETTI SPECIALI VISTA LA LORO EFFICACIA E FLESSIBILITA’»
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PANEL
► 15 responsabili digital concessionaria
►25 responsabili digital centri media
2%
4%
5%
5%
12%
12%
14%
20%
21%
Filmstrip
Slider
Strip
InFeed
Intro Page
Interstitial
Intro APP
Native
Preroll
GROUP 1
GROUP 2
GROUP 3
Fonte: Survey SHAA-MEDIACONSULTANT 2015
IN ITALIA – Quali sono i principali formati mobile utilizzati
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MA COSA E’ IL NATIVE ADVERTISING
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«Il native advertising è una pubblicità Alien. Si nasconde dentro il contenuto per poi
schizzare fuori frantumandone la credibilità»
NATIVE – Un concetto ancora un po’ confuso
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FORM
FUNCTION
INTEGRATION
BUYING & TARGETING
MEASUREMENT
Fonte: IAB The Native Advertising Playbook 2013
IAB – Gli strumenti per identificare il native advertising
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IAB – I formati attualmente identificati
In-feed units Paid search Units Recommendation widget
Promoted listening In-Ad with native elements Custom
SEARCHSOCIAL
E-COMMERCE
Fonte: IAB The Native Advertising Playbook 2013
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IL NATIVE E’ TUTTO QUI
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MARZO 2014 – IAB pubblica un documento su In-Image Adv
Fonte: IAB In-Image Advertising Primer 2014
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Fonte: IAB In-Image Advertising Primer 2014
Ad appears over the image and leads to furtherinteraction with the brand upon engagement with the creative.
New user experience
IAB – In-Image Adv
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IAB – Interactive Image
Fonte: IAB In-Image Advertising Primer 2014
New user experience
Icons denote more information is available and
ads appear only when a user interacts with the
image.
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PERCHE’ LE IMMAGINIPERCHE’ INTERATTIVE
COSA C’ENTRA IL NATIVE
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PERCHE’ LE IMMAGINI ?
N° DI IMMAGINI PRESENTI ONLINE
+5 MILA MILIARDI - IAB 2014 -
Fonte: IAB In-Image Advertising Primer 2014
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L’INTERATTIVITA’ PERMETTE DI INSERIRE
ULTERIORI CONTENUTI IN-IMAGE CON UN TIPO DI NAVIGAZIONE A LIVELLI
MOBILE-FRIENDLY
Fonte: IAB In-Image Advertising Primer 2014
TOUCH!
PERCHE’ INTERATTIVE ?
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Fonte: IAB In-Image Advertising Primer 2014
KEY BENEFITS OF
INTERACTIVE IMAGE ADV
• VIEWABLE
• HIGHLY ENGANGING
• CONTEXTUALLY RELEVANT
• INLINE WITH EDITORIAL CONTENT
• MORE EFFECTIVE THAN DISPLAY ADV
COSA C’ENTRA IL NATIVE ?
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NATIVE SHAA
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NATIVE SHAA
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NATIVE SHAA
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NATIVE SHAA
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NATIVE SHAA
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NATIVE SHAA
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NATIVE SHAA
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NATIVE SHAA
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NATIVE SHAA
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NATIVE SHAA
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NATIVE SHAA
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FABRIZIO TOMEIdirettore business unit digital
WHAT DO YOU THINK?
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I PROGETTI SPECIALI
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MINI-SITO – Un modello da superare
DISPLAYADV
MINI-SITE
SOCIALADV
PUBLISHERSITE
SOCIALPOST
BRANDWEBSITERICH
MEDIA
TRAFFIC FLOW
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OGGI – La tecnologia al servizio della comunicazione
DISPLAYADV
MINISITE
PUBLISHERSITE
SOCIAL
BRANDWEBSITE
RICHMEDIA
SHAACUSTOM PROJECT
DISTRIBUTION FLOW
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INTERACTIVE MEDIA PLATFORM
OGGI – La tecnologia al servizio della comunicazione
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CASE HISTORY SHAA
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CASE HISTORY SHAA
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CASE HISTORY SHAA
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SHOWREEL SHAA
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GRAZIEwww.shaa.it