Director of Paid Media. 24-26. PROGRAMMATIC. NATIVE ADVERTISING. BY CALLEN JOHNSON. Display Executive. PROGRAMMATIC. DIS
M A RC H 2017 Programmatic Display
PROGRAMMATIC DISPLAY DRIVING EFFICIENCY, IMMEDIACY AND CONTROL
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CONTENTS 4-5
6-8
PROGRAMMATIC DISPLAY AND THE STATE OF THE INDUSTRY
PROGRAMMATIC DISPLAY: A HOTSPOT FOR INNOVATION
BY HANNAH KIMUYU Director of Paid Media
BY INA ARENS Head of Display
9-11
12-14
THE CHALLENGE OF ATTRIBUTION IN A GROWING MARKET BY LIZZY LAKRA Senior Strategist
16-19
THE FUTURE OF AD BUYING
HOW HAVING A WIDER DATA STRATEGY CAN INFLUENCE AND IMPROVE PROGRAMMATIC BUYS
BY SIMON CLAASSEN Senior Media Trader
BY WOJCIECH BEDNARZ Data & Insights Senior Strategy Manager
24-26
20-23 BEYOND BIG DATA: FROM A DATA-LED TO A DATA-FIRST APPROACH IN PROGRAMMATIC
PROGRAMMATIC NATIVE ADVERTISING
BY BECKY POTTER Junior Display Planner Buyer
BY CALLEN JOHNSON Display Executive
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PROGRAMMATIC DISPLAY AND THE STATE OF THE INDUSTRY HANNAH KIMUYU, DIRECTOR OF PAID MEDIA
It’s important to highlight the
viewability, mobile and attribution.
Being able to buy and sell media
significant impact programmatic
Despite the positive developments
in real-time means we can finally
buying is having on the industry. Not
and endless opportunities,
deliver a personalised experience,
only is its growth set to overtake
programmatic trading still comes
with innovation now sitting at the
other digital channels by close of
with its own set of challenges: 30%
heart of programmatic. Whether
2017 – nearly 60% of all advertising
of ads sit next to violent content,
that be in the form of new engaging
spend is currently being spent on
7.1% of ad impressions are still
ad formats – mobile now being the
programmatic channels – but year-
fraudulent and 46% of display ads
dominant device – or bridging the
on-year spend is also set to increase
are out of view . Market leaders in
gap between offline and online
by 30%+ .
brand safety and viewability such as
with digital-out-of-home (DOOH),
Integral Ad Science are part of the
it’s fair to say programmatic trading
The evolution of programmatic
solution – but the core responsibility
has gone from being a buzzword
trading is probably one of the
sits with agencies and brands,
to actually changing the digital
biggest and most significant
who need to raise the bar and get
landscape.
changes within the digital space.
better at ensuring transparency and
For many digital marketers, it’s
brand safety is at the heart of their
been a long time coming, and a
proposition.
1
2
3
1. https://iabuk.net/about/press/archive/ digital-adspend-grows-at-fastest-ratefor-seven-years
welcome change to how we buy and
2. https://integralads.com/
sell media. Programmatic trading,
Challenges aside, programmatic
however, will continue to evolve as
trading is incredibly exciting and
we see marketers and brands debate
has become a driver in creating a
transparency, efficiency, big data,
closer relationship with consumers.
3. https://integralads.com/
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Programmatic Display
PROGRAMMATIC DISPLAY A HOTSPOT FOR INNOVATION INA ARENS, HEAD OF DISPLAY
According to forecasts undertaken
of digital is not just growing, but
by media agency Zenith, growth
very much carving out an important
in programmatic trading of digital
space in the digital landscape. As
display ads will overtake all
such, more and more publishers are
other digital channels in 20171.
seeing the advantages of managing
Furthermore, the report states that
yield through programmatic display
programmatic ad spend will rise
while many established brands
from 51% in 2016 to 58% in 20172.
are also realising the potential of
So, one thing is clear: nearly 60%
communicating with their audience
of all advertising spend will be
this way, marking a clear preference
traded programmatically, which is
for programmatic display ads.
a testament to how fast this area
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“As more and more ad units are traded based on data intelligence and in an automated fashion, the more advertisers and publishers have to innovate the ways in which they talk to end consumers.”
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Programmatic Display
WHAT DOES THIS MEAN? This rise in ad spend is the perfect breeding ground for innovation. As more and more ad units are traded based on data intelligence and in an automated fashion, the more advertisers and publishers have to innovate the ways in which they talk to end consumers. Today’s digitalsavvy generation doesn’t care for irrelevant banners and banners with high frequencies; thus, data-driven creative will be as important as ever in 2017. Advertisers can choose from a wide array of data signals such as site analytics and CRM data as well as audience and contextual insights to inform their creative strategy. The end goal must be a more bespoke creative that’s geared towards the individual consumer after each impression. Once creative has achieved that, publishers will begin to trade even larger amounts of their inventory programmatically, which will, in turn, open up more inventory for advertisers to bid on and consequently secure the steady growth of this industry over the next few years.
AND WHAT ABOUT
funnel. Thanks to advancements
MOBILE?
in attribution and cross-device measurement, we’ve been able to
Mobile will be another important
account for the influence mobile
area for innovation; consumers are
has at every stage of the consumer
spending a staggering 43% of their
purchasing journey. Our advice since
online time on mobile devices .
then has been for advertisers to
For them, it’s all about consuming
put more ad spend behind mobile
their favourite content where they
and to create a dedicated mobile
want and when they want. In 2017,
strategy, supported by results we’ve
advertisers will continue to make
seen for some of our retail clients
the most of mobile’s potential but
who’ve achieved up to 40% of sales
also need to face the challenges of
via mobile.
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mobile programmatic advertising – with so-called ‘fat thumbs’ resulting
What remains to be seen is how
in accidental clicks and intrusive
other European markets take up
creative being just some of them.
programmatic. The UK is still the
Publishers and networks will have
most advanced market – a market
to continue to innovate creative ad
that really pushes ad tech companies
formats that are less intrusive yet
to continuously innovate. One has to
engaging at the same time. While
wonder how fast the likes of France,
there’s still room to innovate, we’ve
Germany and the Netherlands will
seen some great improvements over
grow as they take on all the creative
the past few years, ranging from
ad tech innovations that the UK is
user-initiated ads to ads that make
already utilising. That being said, the
full use of mobile’s 3D, haptic, gyro
seeds of change have been planted
and touch capabilities.
and we’re seeing some very exciting advancements shape programmatic
We’ve also seen how mobile can
display, with its growth set to
be successful beyond an awareness
continue increasing in the years to
strategy, all the way down to the
come.
acquisition phase of the user
1. https://www.zenithmedia.com/%EF%BB%BF%EF%BB%BF%EF%BB%BFprogrammatic-ads-grow-31-2017-ahead-channels/ 2. https://www.zenithmedia.com/%EF%BB%BF%EF%BB%BF%EF%BB%BFprogrammatic-ads-grow-31-2017-ahead-channels/ 3. http://www.marketingtechnews.net/news/2016/oct/12/mobile-display-ad-spend-overtakes-pc-and-tablet-first-time-iab-says/
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Programmatic Display
THE FUTURE OF AD BUYING SIMON CLAASSEN, SENIOR MEDIA TRADER
2017 represents the year
spend rises, it can’t be ignored
SO, WHAT DOES THE FUTURE
of innovation and change,
any longer. Programmatic ad
driven by both technological
buying is essentially automating
OF AD BUYING LOOK LIKE?
advancements and the demand
the way we buy media in real
for greater transparency in the
time, replacing the traditional
Transparency is the desire to have
way we buy and sell media.
method of buying media. It
insights on everything from the way
Programmatic has been a
allows for transparency, control
media is bought, served, consumed
buzzword for a couple of years
and value for money as we bid
and measured - and is the number
now, and as programmatic ad
on media.
one topic on everybody’s lips at the
TRANSPARENCY
“Programmatic has been a buzzword for a couple of years now, and as programmatic ad spend rises, it can’t be ignored any longer.” www.greenlightdigital.com | +44 (0)20 7253 7000
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Programmatic Display moment. Undoubtedly at the apex of this is ad fraud, something which certainly needs to be addressed in an effective way considering that bot or non-human traffic still accounts for a sizeable chunk of ad spend across the industry. To get around this, it’s up to digital marketers to take the initiative and make sure they only bid on media that’s viewable (i.e. that adheres to the benchmark viewability rate of around 60%) and only bid on inventory that’s in a brand-safe environment. To achieve this, some DSPs have a rolling blacklist which excludes any fraudulent sites. Alternatively, brands can apply pre-bid filters by making use of third-party verification tools.
EFFICIENCY Efficiency has been an important area for marketers for some time now. This year, marketers can breathe a sigh of relief as audience-driven programmatic guaranteed is set to bridge the gap between processes that have historically been more cumbersome. Programmatic guaranteed replaces the old-school type IO buy by automating the process by trading media via a DSP which, in theory, makes the process more efficient and allows the marketer far more control than before – an advancement which should encourage an uptake in the percentage of automated media1.
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DIGITAL OUT OF HOME
time through private marketplaces
AND DIGITAL AUDIO
(PMPs). The benefit of audio is clear to see as, unlike display or TV, audio
Digital Out of Home (DOOH) – the
doesn’t compete for attention and
buying of digital outdoor ad space
has low fraud rates. Combined with
such as bus shelter panels and
the vast amounts of data available,
programmatic TV – has been a hot
audio is a very desirable medium for
topic of conversation in recent
advertisers. However, the challenge
years. Undoubtedly it’ll continue to
remains – much like with Out Of
rise in importance, growing from
Home (OOH) and TV – in that these
strength to strength as technology
formats are difficult to attribute KPIs
develops. However, along the
or sales to. Furthermore, they also
sidelines has been another medium
suffer from underdeveloped cross-
which hasn’t commanded quite as
channel offline to online attribution
much airspace: digital audio. The
metrics2.
amount of digital audio consumed by way of podcasts, digital radio and on-demand streaming services such as Spotify has risen significantly in the past couple of years. So much so, in fact, that several supply-side platforms (SSPs), including Rubicon and AppNexus, have teamed up with Spotify to enable the buying of this type of ad space in close to real
The year ahead will undoubtedly be peppered with challenges, but more so with exciting new mediums that will continue to develop. As such, what’s key to success going forward will be ensuring that campaigns are transparent, targeted and ultimately deliver results that brands can be proud of in order to grow and thrive in the ever-changing landscape.
1. http://www.thedrum.com/news/2017/02/07/bbc-programmatic-boss-david-goddarddigital-audio-will-be-the-next-go-programmatic 2. https://www.exchangewire.com/blog/2017/02/13/now-next-programmatic-audio/
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Programmatic Display
THE CHALLENGE OF ATTRIBUTION IN A GROWING MARKET LIZZY LAKRA, SENIOR STRATEGIST
Programmatic advertising is set to grow 31% in 20171, and over the last few years we’ve seen it emerge as the norm within digital strategies, with brands becoming increasingly familiar with how programmatic media buying can help them meet their objectives. One of the greatest barriers to growth is effective measurement, with a large proportion of marketers claiming they’d run more cross-channel campaigns if only they could accurately measure mobile ad performance2.
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“As online complexity grows, so does the challenge of attribution - and as digital is an innately measurable channel, it’s also responsible for solving it.” THE OPPORTUNITY IS THERE IAB describes attribution as “the process of identifying
often requires using multiple channels and multiple
a set of user actions (“events”) that contribute in some
ad tech solutions, sometimes across multiple providers
manner to a desired outcome, and then assigning a value
(or agencies). As online complexity grows, so does the
to each of these events” . This would be simple if all of our
challenge of attribution - and as digital is an innately
digital activity sat under one roof, but the reality is that
measurable channel, it’s also responsible for solving it.
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meeting our objectives in the current market
TACKLE EACH CHALLENGE DIFFERENTLY Different brands need to tackle the challenge of
of performance. With that in mind, it’s up to brands and
attribution in different ways. There’s no one-size-fits-all
agencies to set their KPIs in line with their objectives,
solution, and while some brands are moving away from a
looking at metrics that matter. This, coupled with the
last-click attribution model, others are seeking to attribute
ability to weave multiple data sources together, will
in-store sales accurately. We can’t assume that everyone
mean that we can start to create a model that seeks to
wants to tackle attribution head-on but we can, however,
understand cross-device and cross-channel attribution.
continue to take steps towards a more accurate account
THE GOOD NEWS Almost every channel now has a digital element which is measurable and ad tech partners are carefully sewing together existing gaps in the market. Digital payment data, geo-targeting which looks at in-store footfall and TV Sync which has the ability to match TVs to local devices accurately are all great examples of tools which tie together to create a stronger picture of accountability. This growing culture of innovation is making the process of weaving data together simpler, more logical and easier to sell to clients.
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Programmatic Display
THE BAD NEWS
Attribution models can be messy and time consuming, and no single model is perfect. Often viewed as a longerterm deliverable, other objectives tend to take priority. Businesses are just beginning to scratch the surface of cross-channel and cross-device attribution, but there’s a long way to go in terms of time and investment. If we’re to accurately knit together various data points to make sense of how campaigns are performing, greater steps need to be taken to ensure attribution is fully accounted for. Cookies are very much a part of today’s attribution solution, however they often paint a blurred picture of only one part of the single customer journey. The current structure and the high usage of cookie data means that wholly accurate attribution is near impossible.
ATTRIBUTION REQUIRES GOOD, OLD-FASHIONED TEAMWORK To add to this, agency structures aren’t always designed
to be on board. And that’s just one side of the coin. While
to tackle these issues. As digital becomes an ever
the industry continues to innovate, effective leadership
more convoluted landscape marketers have learned to
and teamwork are essential to overcoming such
specialise. So who’s responsible for driving a large scale
challenges, and with these ingredients, brands can begin
attribution project forward? In order to implement an
to account for the full impact and effect their campaigns
effective attribution solution, digital channel teams,
are having on their target audiences, ultimately making
client services departments and analytics teams all need
up the missing piece of the digital attribution puzzle.
1.
http://www.thedrum.com/news/2016/11/28/programmatic-advertising-grow-31-2017
2. http://streetfightmag.com/2014/09/08/forrester-attribution-still-holding-back-spending-in-mobile-advertising/ 3. https://www.iab.com/guidelines/iab-attribution-primer/
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THINK OUTSIDE THE BOX ALL OUR MAGAZINES ARE LOVINGLY MADE BY OUR DESIGN & BUILD TEAM The Design & Build team are our resident creatives; the dreamers, the rainmakers. From big ideas through to creation, their expertise spans the board – making what seems like the impossible, possible. What’s more, they always keep user experience, interactive design and ongoing maintenance in mind so that you end up with something that’s not just fit for purpose, but built to last.
Check out our showreel to learn more about our branding and creative, responsive design and web development capabilities. Watch it here: http://www.greenlightdigital.com/build/ www.greenlightdigital.com | +44 (0)20 7253 7000
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Data Science & Audience Insights
HOW HAVING A WIDER DATA STRATEGY CAN INFLUENCE AND IMPROVE PROGRAMMATIC BUYS WOJCIECH BEDNARZ, DATA & INSIGHTS SENIOR STRATEGY MANAGER
Data-driven marketing has become
aspects of data-driven marketing
advertisers, agencies and publishers;
somewhat of a catchphrase
– advanced data management
but challenges related to data silos,
and, according to CMO, 78% of
and programmatic buying – that
privacy issues and the Gordian
marketers have either already
sit at the core of the current data
knots of data captured every year
embedded it into their marketing
revolution that’s disrupting business
are the primary obstacles when it
plans or consider it strategic to
models across the globe.
comes to gleaning the full value and
do so in the foreseeable future .
efficiencies of combining the two.
1
Additionally, 53% of marketers
That being said, understanding
It is, nonetheless, worth considering
noted “a demand to deliver more
the need to have a data strategy
ways to help tackle such challenges
relevant communications and to be
and having one are two different
head-on with a robust data strategy
more customer-centric” as among
things. Technologies such as
that can propel your programmatic
the most important factors driving
programmatic buying and data
buying to new heights.
their investment in data-driven
management platforms (DMPs)
marketing . As such, there are two
provide tremendous value for
2
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“There are two aspects of data-driven marketing – advanced data management and programmatic buying – that sit at the core of the current data revolution that’s disrupting business models across the globe.”
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Data Science & Audience Insights
FIRST THINGS FIRST
leading the pack are also excelling
investment. In fact, successful data
in other areas such as robust client
ROI companies are three times
First-party data collected directly
journey analysis, advanced content
more likely to have had a dedicated
from your customers is the crown
personalisation strategies and
team available to lead those data
jewel of every organisation; it can
marketing attribution – all driven by
initiatives4.
include anything from behavioural,
data. Using technology that helps
transactional, CRM, campaign or
to master those capabilities under
LONG-TERM RESULTS
even mobile app data – the more
one umbrella is a good start, but
sources, the better. In fact, according
AND IMPACT
DMPs can very quickly turn into data
to Econsultancy3, marketers that
dumps if the data being collected
Overall, the ingredients to a
make use of email, mobile and
isn’t understood properly and acted
successful strategy are: technology
geo-location data as first-party data
upon.
(DMP), processes and dedicated resources. Once you have those
sources actually report stronger ROIs Which brings me to my next point:
three elements in place, you can
lack of processes and resources
start to leverage first-party data and
BUT HOW DO THEY
often result in poor data strategies.
build rich audience profiles that’ll
GET THERE?
Without a dedicated team, the
better inform your programmatic
whole endeavour of mastering
buying strategies5. From there,
Unfortunately, there’s no easy
first-party data can be futile and
you’ll improve your understanding
way around it, and those who are
result in frustration over wasted
of your audience’s demographics,
than those who don’t.
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preferences, attitudinal and
When you reach the point where
your mutual benefit, creating new
behavioural patterns, which
you’re in full command of your
strategic partnerships and business
can be used either for real-time
first-party data, you’ve segmented it
opportunities).
optimisation or as a great pre- and
into some standard sub-segments
post-campaign planning tool.
and you’ve sliced and diced by
Additionally, you can use your first-
demographic, behavioural and
party data insights for much more
interest signals, it won’t just drive
sophisticated retargeting strategies;
your overall programmatic buying
by combining those valuable data
and marketing strategy by increasing
sets with third-party data providers
efficiencies and targeting, it’ll put
to execute sophisticated bidding
you in a position wherein your
strategies which are more focused
data can become an additional
and relevant to your customers’
revenue stream (as it can be
profiles .
swapped or sold to other brands for
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The above starts and ends with the ability to master your first-party data, which is the first step towards a data-driven planning strategy which won’t just drive better results, it’ll give you accurate and invaluable insights to bridge your understanding of your audiences.
1. http://www.cmo.com/features/articles/2016/5/31/15-mind-blowing-stats-about-data-driven-marketing.html#gs.sFUoqKg 2. http://www.cmo.com/features/articles/2016/5/31/15-mind-blowing-stats-about-data-driven-marketing.html#gs.sFUoqKg 3. https://econsultancy.com/reports/the-promise-of-first-party-data/ 4. https://econsultancy.com/reports/the-promise-of-first-party-data/ 5. http://www.mediapost.com/publications/article/292914/implementing-a-data-strategy-with-your-programmati.html 6. https://www.aaaa.org/thetransformativepotentialofprogrammaticbuying/
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Programmatic Display
BEYOND BIG DATA FROM A DATA-LED TO A DATA-FIRST APPROACH IN PROGRAMMATIC BECKY POTTER, JUNIOR DISPLAY PLANNER BUYER
As we move into a period where programmatic spending is outdoing direct display, it makes sense that the processes by which we plan programmatic activity are progressing beyond just using data to execute programmatic buys1. But what does this mean for how we plan programmatic activity?
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Let’s start with big data, defined by Gartner2 in 2012 as “high volume, high velocity, and/or high variety information assets that […] enable enhanced decision making, insight discovery and process optimization”. In display, big data helps us gain audience insights; trade desks utilise third-party data to reach in-market audiences, dissect interest and behavioural data, inform device or retargeting tactics and more. While this is all still relevant, there’s an argument to be made about what would happen should we expand our uses of data to provide further context.
Data proves the “who”, “how”, “where” and “when”, and on a broader scale, the “why” of online behaviour – and it’s the
“why” that we should be concerned with as planners.
Understanding the reasoning behind an action after it’s occurred forces us to challenge data models and methodologies. That being said, we should be considering this phase higher up in the strategy cycle - before activity is even classified, in fact - to drive logic and strategic insights behind how we drive awareness, consideration, or conversions. Why? Because while the current model works, it removes all empathy or emotion from an action and not all actions are methodical. Moving towards an appreciation of the connection between the variables we can control and the reason these responses are completed can enable us to take a campaign at a KPI-level and design a campaign based on informed audience information.
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Programmatic Display
Imagine, for example, a clothing brand that wanted to promote a single product with a sales-led KPI. The product in question is aimed at a specific brand audience within the display marketing ecosystem. Prior analysis of this audience’s engagement and conversion behaviour shows that they react better to branding activity, specifically video content that they’ve previously engaged with, which is then presented back to them via a retargeting line. The video content for this campaign is product heavy and post-campaign analysis shows disappointing results compared to what the data had suggested; users engaged with the video but drop-off occurred seven seconds in, while re-engaged audiences didn’t convert at the same rate as predicted. Why did the audience stay engaged with the first video? Why did they convert off the first video? The method (and use of data) could be reproduced; however the results couldn’t. This leads us back to the “why”. Understandably, moving towards a data-first approach is impossible without insights into a brand’s multiple audiences – not just in terms of the physical signals we’re deriving from them already, but also qualitative data (or ‘high variety information assets’ such as YouTube comments, social posts and forum responses) that complete the audience’s total online communication3. In expanding on this data, marketers can then start to prioritise it, using their insights and learnings to build on the benefits they’ve seen with data-driven marketing as part of a process that could work from campaign to campaign and that’s built with long-term brand goals in mind.
1.
http://www.thedrum.com/news/2016/11/28/programmatic-advertising-grow-31-2017
2. https://research.gartner.com/definition-whatis-big-data?resId=3002918&srcId=1-8163325102 3. https://research.gartner.com/definition-whatis-big-data?resId=3002918&srcId=1-8163325102
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Programmatic Display
PROGRAMMATIC NATIVE ADVERTISING
CALLEN JOHNSON, DISPLAY EXECUTIVE
In the digital display and video
editorial. Different types of native
In 2016, the Interactive Advertis-
space, programmatic ad buying is
categories include social native,
ing Bureau (IAB) released OpenRTB
fast becoming the standard way to
sponsored content and native-style
Native 1.1 guidelines which
trade media; and now, thanks to
display. And with the introduc-
standardised the real-time trading
recent advances in both technology
tion of programmatic capabilities,
of native ads. Before this, inventory
and industry guidelines, native ad
digital marketers can now integrate
was mostly traded through direct
inventory can be traded program-
real-time data and ad technology to
channels, but now exchanges and ad
matically too. What are native ads
make native ads more specific and
networks offer the functionality to
exactly? They’re a form of paid
relevant, marking a very interesting
trade native programmatically.
media which blend seamlessly into
shift in the world of programmatic
site content, adopting a similar
display.
appearance and feel of surrounding
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“Consumer interaction is 25% higher when targeted with a native ad, while intent to purchase increases by 18% when compared to standard display ads.” www.greenlightdigital.com | +44 (0)20 7253 7000
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Programmatic Display
THE RISE OF NATIVE
will come from native (it currently
keters utilise first- and third-party
ADVERTISING
sits at 54%2), with similar growth
data in real time to make the most
expected in the UK thanks to native
of native ads’ capabilities, they can
Many social platforms such as
ad spend growing 29.9% in the first
also benefit from its ability to natu-
Facebook, Instagram and Pinter-
half of 20163.
rally blend with site content. As such,
est – which were early adopters of native advertising – already rely predominately on revenue from native formats. Although slightly behind, the publishing industry is now introducing advertising integrations to be able to trade a variety of na-
multiple images and copies can be
THE ROAD AHEAD Despite the recent rise in programmatic native activity, there are still many challenges marketers must face. Currently, there’s no defini-
used per campaign, and more interestingly the creative possibilities are quickly growing as native content continues to push the boundaries of what’s possible.
tive set of metrics used to measure
Native advertising is also undeni-
native campaigns, making it more
ably one of the best ad formats for
difficult for buyers and sellers to
mobile, as it exploits and easily
trade native ads, while also creat-
adapts to in-feed views. Due to this
ing confusion within the market on
advantage, programmatically traded
Although the introduction
what KPIs should be used for mea-
native ads are likely to account for a
of standard guidelines and
surement. That being said, native
large proportion of growth related
technological advancements has
advertising can incorporate many
to mobile inventory going forward.
propelled native adoption, an
engagement elements, so it’s im-
equally important catalyst lies in
portant that we look beyond clicks
In sum, native ads will help ad-
its overall effectiveness. Recent
alone to evaluate performance due
dress many challenges which have
research has found that consumer
to its strong ability to contribute to-
cropped up over the years as users
interaction is 25% higher when
wards brand awareness and affinity.
continue to show a preference for
targeted with a native ad, while
Other challenges include scalability,
mobile devices. Furthermore, as pub-
intent to purchase increases by 18%
consumer content expectations, and
lishers try to strike the fine balance
when compared to standard display
establishing native’s true position
between advertising and content,
ads1.
within the user funnel.
programmatic native ads mark an
By 2021, it’s predicted that 74% of
However, the positives outweigh the
which is more engaging for all par-
total display ad revenue in the US
negatives; not only can digital mar-
ties involved4.
tive ad formats, with the major DSPs (demand-side platforms) and SSPs (supply-side platforms) also taking note of this change.
important step towards a future
1. https://sharethrough.com/nativeadvertising/ 2. http://www.businessinsider.com/the-native-ad-report-forecasts-2016-5?IR=T 3. http://www.thedrum.com/news/2016/10/25/native-and-online-video-push-uk-ad-spend-up-52-99bn-despite-brexit-fears 4. http://www.thedrum.com/news/2017/02/02/gumtrees-head-programmatic-2017-wont-be-the-year-programmatic-tv
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