NEW YORK, September 30, 2016 /PRNewswire/ --
This first Native Advertising Forum at Advertising Week New York 2016 was a great success, a full house of more than 200 people eager to get to know more about what Native Advertising is all about.
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Julien Verdier, CEO of Native Ad Platform ADYOULIKE , offers a summary of the key trends discussed at the forum this week:
1/ Native is definitely the largest category of digital advertising
"According Business Insider's research, native advertising will account for more than $36Bn in the US alone by 2021, and $75Bn will be spent on native advertising in the next three years. With 1% of GDP dedicated to advertising and attention quickly shifting from TV to mobile, it's obvious that native advertising has a lot of room to thrive. Indeed, native is the only way to truly monetise mobile devices, and 60-80% of native advertisng inventory is now coming from mobile."
2/ Publishers and Trading Desk embrace Native programmatic and PMPs
"More and more publishers are creating native Private Market Places (PMPs) to sell premium in-feed native ad space within a genuine editorial context. This is very unique and strong compared to what social platforms like Facebook or others can offer. On the other side, trading desks are using PMPs to access that exclusive editorial context, with the guarantee to always reach their goals and audience. Thanks to the generalisation of the Open RTB 2.3 (the standard to buy and sell native ads programmatically) and the generalisation of Deal IDs, native programmatic is the most promising area of development for native advertising; we are still at the stone age of native programmatic - it is going to be huge in the near-future."
3/ Publishers use native ads to extend their audience beyond their properties, and they get better results than ever before
"The engagement lift for a publisher using native advertising to extend its audience is 30-50% above traditional display and other formats. Walled gardens are not the future for publishers, they have to operate openly and syndicate their content if they want to reach their audiences. With more than 80% of its content generated out of its own website, Buzzfeed is the perfect proof of that vision, reaching its audience across dozens of different partners, using mainly native ads."
4/ Money follows the eyeball… and eyeball follows the content Feed
"In our $170Bn advertising industry, In-Feed native ads are more than a format, they're a new philosophy, and now the largest category of attention. The feed is where your customers congregate - all day long, everyday. Whether it is on desktop or mobile, In-Feed native ads are the only way to catch user attention browsing the internet and reading headlines (sometimes for just few milli-seconds) giving them a reason to engage with a brand. If banners are for seeing, Native is for reading, and it makes all the difference in the way people perceive the brand message. The native advertising category is still a very broad term - there is continual debate around what is a native ad? But moving forward, it seems that In-Feed native ads will be the only way."
5/ The Attention Currency: we have to find new metrics to assess the success of native advertising campaigns
"67% of worldwide digital spending is branding, and as native is about telling a brand story over time, clicks are really not a relevant KPI for native ads. In an industry where almost 50% of digital ads are still not viewable, native advertising is all about getting 100% viewability, which in the long run boost brand, increases buyer intent and ultimately increased sales.
"In the DNA of native advertising, a non visible impression should really not be a billable event, it should not even exist, and advertisers should before all focus on what Jonah Goodhart, CEO at MOAT calls the "Attention currency" (brand lift, awareness, recall, perception, intent…)"
"In conclusion, native is not a buzzword nor a fad, it's a new paradigm that makes advertising shift from an old static model to a dynamic new one. It totally relies on components (mostly title, thumbnail and description) that are seamlessly assembled in real time in the content feed. Across all panels the feeling is that native is now going mainstream, programmatic is embraced on both sides, all buyers forecasting at least 100% growth of native investments in 2017. The main challenges that we still see are around measurement of campaigns success and pushing content quality up. The technical challenge is behind us; we now have to undertake a creative challenge!"
Notes to Editors
Julien Verdier, CEO, ADYOULIKE, is available for interview.
The ADYOULIKE Native Technology Platform and Network allows brand advertisers to scale their native advertising campaigns across premium and niche publishers with ease from a single point of entry. Publishers benefit from access to the ADYOULIKE Exchange - a pioneering programmatic native ad marketplace - and the adoption of ADYOULIKE's ground breaking native SaaS technology. www.ADYOULIKE.com
ADYOULIKE operates in more than 18 countries worldwide with main offices in Paris, London, Dubai and New York.
Accolades for ADYOULIKE include: BPI France Excellence, Pass French Tech, The Everline Future 50 and The BIMA Hot 100. www.adyoulike.com
Chief Digital Officer