programmatic display - Greenlight Digital

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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.

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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

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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.

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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.

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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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