why native advertising is so trendy- victor charpin
TRANSCRIPT
“Innovation is taking two things that already exist
and putting them together in a new way”
Tom Freston
Native vs. Display
● Native Advertising is in average 52% more seen than Banners
● 82% of web users has developed the Banner “blindness”
● +10 pts in positive opinion on brand vs Display estimating Online Advertising should be better integrated to websites content
● +13 pts sharing Native ads to relatives vs. Dispay
Native Advertising assets
9Source : Yahoo research*** Source : Sharethrough research* Source : Nielsen**
… of the brand awareness**… more seen than classical display banners*
Better visibility
25% More
engaging
+82%
More efficient
+18%
… purchase intent through Native format***
10
Advertiser - Total
Goal- Qualified traffic generation
Solution - Content Promotion
Target- Desktop
KPI - Time spent per page, Bounce rate
100
Redirection
Ads
Planète énergies
Results
6000
6000 clicks generated in one month..
11
Advertiser- Mes ampoules gratuites
Goal- Lead generation
Solution - Direct Response
Target- Desktop + Mobile
100
Mes ampoules gratuites
Results
+3 500
More than 3 500 leads in a month
Ads
LP
3.5€
3.5€ CPA
Renault
12
Advertiser- Renault
Goal- drive traffic to local store
Solution - Direct Response
Target- Desktop (regional targeting)
KPI - CPA - (Cost per action on the page)
Results
Annonce
Redirection
-50%0,024 10/10
...Average CTR 0,024% ...up to minus 50% CAC decrease
...Ligatus best annual performer
Ford
13
Advertiser- Ford
Goal- Qualified traffic generation, amplified the operation “prendre un virage” Solution - Content Promotion
Target- Desktop
KPI - eCPV, Time spend, Bounce rate
Results
Annonce
Redirection
1st
...Ligatus best performer
14
Advertiser- Legal & general
Goal- Qualified traffic
Solution - Direct Response
Target- Desktop et mobile
KPI - Leads
Results
500
500 Leads in 4 month...
Redirection
Annonce
Legal & General
15
Advertiser- LCL
Goal- Opening bank account
Solution - Direct Response
Target- Desktop
KPI - CAC below 100€
Redirection
Annonce
LCL
Results
89€
CAC at 89 €
74% of publishers believe that #Native actually adds value for their readers and viewers.
#Native advertising is to grow 156% until 2020.
Programmatic #Native delivers data-driven brand content, on any device and on as many websites as needed
It is the highest impact ad format, and programmatic will account for 63% of display ad spending
Programmatic #Native is the best of both worlds: the efficiency and targeting of programmatic with the creativity of native advertising.
Nearly two-thirds (63.2%) of all mobile display ads will be #native by 2020
Consumers engage with #native ads 20-60% more than traditional ads.
#Native is less likely to lead to user churn and ad fatigue, and drives higher retention rates (up to 3x), eCPMs (up to 2x) and click-through rates.
So, #Native is more than a buzzword because...
Main reason that show Programmatic Native will become the standard for Adv
In Europe Native Ad spending will reach 13.2B€* in 2020 which is the double of 2016
Programmatic spending in Europe in 2020 will reach 61%* of the total ad spending
Mobile traffic in terabytes per month will move from 707 537 in 2016 to 2 795 362 in 2020 (statista.com)
Adblock traffic on mobile is 22% of the Smartphone users worldwide (pagefair.com)
*emarketer.com