Marketers in Western Europe Hope Native Advertising Will Forestall the Growing Use of Ad Blockers – eMarketer

Most internet users in Western Europe dislike traditional digital ad formats like banners, and many are installing ad blocking software on their devices. In response, marketers increasingly aim to engage audiences with native advertising, a more contextually relevant, content-based experience.

Source: Marketers in Western Europe Hope Native Advertising Will Forestall the Growing Use of Ad Blockers – eMarketer

Most internet users in Western Europe dislike traditional digital ad formats like banners, and many are installing ad blocking software on their devices. In response, marketers increasingly aim to engage audiences with native advertising, a more contextually relevant, content-based experience, as explored in a new eMarketer report, “Native Advertising in Western Europe: Paid Content Placements Gain Fans Throughout the Region” (eMarketer PRO customers only).

Native Ad Spending in Europe, 2014-2020 (billions of € and % change)

According to Enders Analysis, spending on native advertising in Europe is surging, as marketers try to combat consumer disapproval of traditional ad formats, such as banners, pop-ups and autoplay videos. Expenditures jumped by a third in 2015 alone.

The main reason advertisers and marketers are turning to native advertising is because most consumers don’t respond well to traditional digital ad formats, such as banners.

Trust is a central issue for consumers. In a September 2015 Nielsen study, online video ads, banner ads and ads in search engine results were among the least-trusted types of marketing for internet users ages 15 and older worldwide.

Residents in Europe are a relatively skeptical lot, too. According to Nielsen, web users are less likely than those elsewhere to trust any ad format. For example, just 27% of internet users in Europe polled said they trust banner ads, compared with at least 41% in all other regions.

Beyond the lack of trust, the majority of internet users dislike most digital display ads. According to Reuters Institute for the Study of Journalism at the University of Oxford, 31% of online UK consumers queried found traditional banner advertising distracting and would actively avoid sites where it interferes too much with the user experience. And the more intrusive the format, the more hostile the reaction. Static banner ads were more acceptable than video ads; those, in turn, were more acceptable than pop-ups.

Types of Ads that Internet Users in Spain Consider Most Inconvenient, Jan 2016 (% of respondents)

Comparable results have been seen across Europe. January 2016 polling by the Interactive Advertising Bureau Spain (IAB Spain) found that significant shares of web users in the country rated autoplay video, audio ads, pop-ups and nonskippable pre-rolls as the most inconvenient types of ads, followed by interstitials and in-feed formats.

Despite the benefits of native advertising, getting the most out of native formats and campaigns can be difficult for both brands and publishers.

In a PulsePoint and Digiday survey of UK and US agency/brand professionals, 55% said lack of resources and budget to deliver high-quality content hampered their efforts with both native advertising and content marketing. Half cited the difficulty of measuring or proving ROI, and a third mentioned the inability to target and distribute at scale.

Ad blocking also remains an issue for advertisers and marketers. According to December 2015 polling conducted by Research Now for Teads, around one-third of adult internet users in France, Germany, Italy, Spain and the UK had an ad blocker installed on their desktop PC, and at least 27% on their mobile device. To date, native formats have been less likely to be intercepted by ad blocking software, but this is changing as that software is refined.

“Native advertising is one way to counter ad blocking, but it doesn’t resolve the problem,” said Maylis Chevalier, country manager for Spain at native and performance firm Ligatus, a Cologne-based subsidiary of the publisher Gruner+Jahr. “That requires a common effort from the entire industry—advertisers, networks, publishers and agencies—to offer consumers advertising which doesn’t intrude on their experience or indeed enriches it, so they have no reason to use an ad blocker.”

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Native vs Display – Infography (source: StackAdapt)

StackAdapt-Infographic

Toronto, ON, November 10, 2015 Today, StackAdapt announced that it has passed over 1,500 campaigns run on its native advertising platform, which helps Fortune 500 brands and agencies reach new audiences with branded content through native advertising. StackAdapt accesses native ad inventory across over 30,000 publisher sites including ABC News, Reuters, USA Today and Popular Science, reflecting a trend toward branded content instead of traditional interruptive display ads.

Ads placed through StackAdapt have an average click-through rate of 0.4-0.8 per cent, which is between 85-93% higher than the average 0.06 per cent click-through rate on display ads (Smart Insights). StackAdapt ads appear as sponsored content in a publisher’s feed, and users who click on a ad spend an average of one-minute-forty seconds to three-minutes-ten seconds on the advertiser’s website.

“Everyone hates being sold to, so we set out to build a solution that would help brands create more meaningful relationships with their audience,” said Vitaly Pecherskiy, co-founder, StackAdapt. “Content is king, and native advertising is the clear winner when it comes to engaging an audience online.”

StackAdapt has partnered with over thirty major native advertising exchanges including TripleLift, AdsNative, and InMobi, making it the world’s largest demand-side platform for distributing branded content. Using the platform, advertisers can customize the content of their native ad, including the text, image, and click-through URL, and can target by location, device, operating system, and contextual relevancy. Advertisers buy ads using real-time bidding, and can pay to choose to pay based on a CPM or CPC basis.

StackAdapt has compiled data on the verticals with the highest click-through rates, highlighting where the biggest opportunity lies for brands looking to launch native ad campaigns. CPG advertisers see the highest success rate with native ads, with a 0.52 per cent CTR, while travel (0.47 per cent), automotive (0.35 per cent), style and fashion (0.38 per cent), and technology (0.25 per cent) also prove to have high engagements.

More publishers are adding native advertising inventory as a new revenue stream, and new research from StackAdapt reveals which verticals are adopting native advertising the fastest. Arts and entertainment represents 18 per cent of the available native ad impression volume, with hobbies and interests (15 per cent), technology (11 per cent), news (9 per cent), and food and drink (8 per cent) representing the next highest verticals.

Confidence increases in native, but creative still a problem | The Drum

Confidence increases in native, but creative still a problem | The Drum.

Firm direction from the IAB means almost two-thirds (63 per cent) of media planners are now confident that native ad formats are a safe media channel to invest in, but contrasts in the business models of creative and media agencies make execution difficult, according to a report.

The findings were revealed today (15 July) in the second annual report from FaR Partners, commissioned by Adyoulike, which revealed the vast majority of “agencies are now confident that the native market is well regulated”, compared to just 33 per cent 12 months ago.

Controversies such as the ASA forcing Mondelez’s Oreo to remove several YouTube videos from its channel on the video sharing site for failing to adequately label the content as marketing communications, and other areas of uncertainty had apparently left media planners wary of including native ads on their media plans.

Guidelines offer assurances

However, since then the trade body has issued explicit guidelines on how to denote paid-for native ad units – which are purposely designed to replicate the look and feel of a media owner’s editorial content – from non-sponsored media for the first time.

For instance, marketers deploying native advertising must ensure that they provide “visual cues” that make it immediately clear the ads are paid-for content, plus such units must also be labelled using wording that “demonstrates a commercial arrangement is in place” according to the news rules, such as ‘brought to you by’.

As a result, media planners are now a lot more assured about using native advertising units to help raise awareness of their client’s brands among consumers, with respondents reporting that native ads will account for an average of 18 per cent of their total digital display spend this year.

Native creative poses problems

Elsewhere, the study also revealed that 65 per cent of respondents agree that native addresses the creativity challenge in the digital ad market, but media agency respondents also reported that clients’ sign-off processes were an issue when it comes to campaign execution.

In addition, media agency respondents also observed that creative agencies are still challenged when it comes to executing on the native opportunity. Some noted that creative agencies are often challenged by the remuneration model (which means they have less time and resource to deliver strong native executions).

 

Other observations recorded in the study were that creatives shops struggle with the collaborative element required for native executions, and that they also struggle with the contextual/environmental restrictions of native ad placement.

Francis Turner, managing director of Adyoulike UK, added: “A lot of the challenges that existed around native advertising last year, such as regulation and budget, have become less of an issue as brands and agencies fully grasp everything native can do for them.”

He went on to say: “There are still challenges around native ads, mainly in bringing the creative opportunities that everyone can see to actual fruition. However, what’s very clear is that it’s an incredibly exciting time for the market, with programmatic trading and mobile at the forefront, and things are only going to accelerate over the coming months.”

Turner further noted that native ad formats were seen as a potential to “creativity gap” on mobile devices, where traditional display ads simply ‘don’t work’, with 24 per cent of native ad spend predicted to be on mobile by the end of the year, according to the figures.

A further statistic unearthed by the study, which quizzed over 500 agency staff, was that 16 per cent of native advertising spend now comes from a dedicated budget, this is compared to 6 per cent last year.

ATDs eye programmatic native

The study also highlighted the prospects that exist for programmatic native, with Turner additionally identifying the recent publication of the OpenRTB 2.3 standard – which instructs advertisers on how to label their media assets when bidding on native ad units via an ad exchange – as buoying this confidence.

The survey found that 100 per cent of holding group entities such as WPP’s Xaxis and Publicis Groupe’s Vivaki (which are commonly referred to as agency trading desks, or ATDs) see programmatic native as a strong market opportunity. Although currently only an average of eight per cent of their budget goes on it (if they exclude social media spend).

The two key benefits of trading native ads programmatically were seen as reducing costs and scalability, though the main challenge highlighted by ATDs was the difficulty in making native content contextually relevant.

Turner added: “Programmatic native is a massive opportunity right now, thanks largely to the OpenRTB 2.3 standard that enables native ads to be delivered at scale. Once agencies are convinced that campaigns can offer both creativity and relevance, which they most certainly can, I’ve no doubt that programmatic trading budgets will skyrocket.”

Native+Data: Advertisers can now tailor Twitter ads based on mobile app data | ZDNet

Advertisers can now tailor Twitter ads based on mobile app data | ZDNet.

Twitter announced Monday that advertisers can now customize ads to Twitter users based on their actions within mobile apps.

Twitter is calling the system tailored audiences, as it tips advertisers off to a user’s history of app usage, such as installs, in-app purchases or sign-ups. Advertisers can use that data to find the users most likely to respond to their marketing content as they push through their campaigns.

tailoredaudiencesmobileappupdated.png

For instance, Twitter said in a blog post that the program helps advertisers ensure that app sign-up ads are not displayed to users who already have the app installed. It can also help them spot high-value users most similar to those who are actively using an app.

The move comes just weeks after Twitter told users that it planned to begin collecting the datain order to make the content they see more individualized and interesting. It also comes at a time when Twitter is hungry for more ad revenue and looking for ways to give advertisers more access to its users.

Of course, not all Twitter users will want to app activity tracked and sold to advertisers, so the San Francisco-based company pointed out ways to boost privacy and opt out of the program. Twitter users can prevent their app lists from being collected by choosing the “Limit Ad Tracking” or “Opt out of interest-based ads” features on their mobile devices.

Arena Media Native Concoit Une Opération De Contenu Vidéo Pour NEW BALANCE, Viralisée Par Socialyse Et Médiatisée Sur M6

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Arena Media Native (Groupe Havas Media) a imaginé pour la marque New Balance une opération de viralisation de contenu, orchestrée par Socialyse, l’entité social media du Groupe Havas. Un film de 55 secondes met en scène deux e-influenceurs, l’actrice Victoria Monfort et le sportif et danseur Cyril Paglino, relevant un défi de running contre leur double numérique projeté dans les rues de Paris. Ce film, utilisant le procédé du «motion street-mapping», a été réalisé en collaboration avec le studio créatif Le3 et The Boat.
Il se propage actuellement sur les réseaux sociaux et communautés connectées des deux personnalités, et est soutenu par un making-of du film et par la diffusion de formats courts en tant que sponsoring de la série «NCIS» sur M6 à partir du 13 décembre.

Havas Earned Media : Publiek Creëren !

Havas Media Group België creëert Havas Media Earned in het kader van haar strategie die steunt op de drie pijlers van de organisatie: media, data en inhoud.

De missie van Havas Media Earned is om inhoud te creëren, op maat gemaakt en klaar om gedeeld te worden door influencers en fans van het merk.

De leiding van Havas Earned Media is toevertrouwd aan Françoise Raes (15 jaar redactionele ervaring voor onder andere La Libre Belgique, Marie-Claire en de RTBF).

Françoise Raes: « Influencers, consumenten, fans en journalisten zijn allemaal communicatiedragers die erg betrouwbaar zijn voor de opbouw van merken en de promotie rond hun producten en diensten ».

Havas Earned Media stelt merken voor om hun communicatiestrategie te ondersteunen met het beheer van sociale distributiekanalen bestemd voor professionelen en het grote publiek (identificatie van de influencers, conversatie op sociale media beheren, crisiscommunicatie management).

Via het concept van de Social Newsroom wil Havas Media Earned de sociale communicatie van merken in real time centraliseren en inhoud creëren die bestemd is om ‘right on time’ gedeeld te worden met een specifiek doelpubliek, ofwel tijdens belangrijke evenementen ofwel in een continue communicatiemanagement.

Hugues Rey (CEO Havas Media Group): « Het success van content management in real time hangt aan de ene kant af van zijn integratie in Paid-Owned-Earned waar wij al meer dan 4 jaar vertrouwd mee zijn, en aan de andere kant van een intelligent gebruik van de data om het publiek en de relevante momenten te identificeren. De Social Rating Point ontwikkeld door Havas Media is een perfecte illustratie ».