wtf does native mean for premium publishers? - wtf native advertising uk, 10/8/15
TRANSCRIPT
How Na've Adver'sing Can Benefit Premium Publishers
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
Premium publishers are unlikely to win a straight fight with a media giant
Unless they can offer something unique and
something aligned to their brand
Scale compe'tors
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
Poten'al to work for consumer, adver'ser and media owner
Scale compe'tors
Mone'sing mobile
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
Its not the data
It’s the crea've output that really maNers
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
28.6% average
70% highest
3% lowest
What percentage of digital display ad impressions are fraudulent?
Trends Panel Ad Fraud is the most concerning aspect
of online advertising to clients
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
“We already try to reach 80% of viewability, we have a really hard push
from clients to reach 100%. I'm pre@y sure we can do it this year.
10 years ago clicks were the most important metrics online, now it's
viewability”
Digital Account Manager
“Do you agree with the following statement – I will be trading exclusively on viewable impressions by
December 2015”
Trends Panel
40% agree
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
The same ad across all plaDorms benefits the media owner and the adver'ser
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
Adding in data
Na've adver'sing
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
Declining premium banner yield
In a much more
compe''ve market
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
£1.07bn in 2017
Over 30% of display
Majority of brand spend
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
Crea'vity Content Scale
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
Media
Produc'on
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Programma'c sales
Publisher alliances
Mone'sing editorial
Read like editorial
and shared more
Almost three 'mes more likely to respond
Looked at much more frequently than display
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Publisher alliances
Mone'sing editorial
Help bring yield and brand spend to programma'c
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Mone'sing editorial
Unique data
Unique crea've
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Smart use of exis'ng resources
Maximise revenue from the brand
Scale compe'tors
Mone'sing mobile
Mone'sing data
Ad Fraud
Ad Blocking / Viewability
Cross plaDorm
Declining yield
Compe''ve stand-‐out
Video revenue
Scaling crea've
Non-‐media revenue
Consumer engagement
Programma'c sales
Publisher alliances
Mone'sing editorial
Appendix
