NATIVE ADVERTISING INSIGHTS A GLOBAL VIEW RICHARD FIRMINGER VP, EMEA, YAHOO FOR PUBLISHERS COPYRIGHT YAHOO 2017

Transcription

1 NATIVE ADVERTISING INSIGHTS A GLOBAL VIEW RICHARD FIRMINGER VP, EMEA, YAHOO FOR PUBLISHERS 1

2 WHAT I WANT TO TALK ABOUT Latest Developments in Digital Media Is Native Advertising the Gravedigger of Display Ads? State of Native Advertising Report Insights Q&A 2

3 LET S GO ON A TRIP DOWN MEMORY LANE 3

4 HERE WE ARE TODAY 4

5 THE LAST DECADE HAS SEEN SOME BIG SHIFTS IN DIGITAL MEDIA 5

6 Data-driven targeting Bite-size content Shift to mobile Ad Blocking Viewability 6

7 LOCAL VIEW: 2016 GERMAN SESSION TRENDS Year-over-Year session growth and decline 96% 69% 49% Average 25% 23% 8% Photography Games Lifestyle & Shopping News & Magazines Personalization Messaging & Social Business & Finance Sports Utilities & Music, Productivity Media & Entertainment -7% -11% -12% -41% -55% 7 Source: Flurry Analytics, 2016

8 DID THE BANNER REALLY TRANSLATE TO MOBILE? UK News BIG DESKTOP AD UK News TINY MOBILE AD 8

9 ISN T IT TIME FOR A CHANGE? 9

10 NATIVE IS ON A REMARKABLE GROWTH TREND 52% Native advertising is set to increase by 156% over the next five years. of Europe s digital display advertising will be native by B will be spent on mobile 10 Enders Analysis Source: Track Maven

11 A STEP FORWARD 100% of Yahoo s in-app mobile supply is native 11

12 NATIVE ADS ARE HIGHLY VISIBLE 85% of users see native ads on their smartphones 21% more visible than mobile display advertising 12 Source: Yahoo-Study Native Advertising, Germany, 2014; Basis: Eye-Tracking with n=30 users

13 OKAY SO THAT S MOBILE. BUT WHAT ABOUT DESKTOP? 13

14 THE ENGAGEMENT OF NATIVE ADS MIRRORS THAT OF ITS SURROUNDING CONTENT Seconds Seconds. 14 Source: Yahoo-Study Native Advertising, Germany, 2014; Basis: Eye-Tracking with n=30 Users Seconds.

15 CONTENT IS GETTING SHORTER AND SHORTER 15

16 THE CONTENT MARKETING PARADOX +35% If a tree falls in a forest and no one is around to hear it, does it make a sound? increase in content marketing output by brands last year -17% drop in engagement 16 Yahoo News

17 THE COPYWRITER STRIKES BACK 17

18 TEXT AND IMAGE CHOICE IS PARAMOUNT PERFORMANCE DRIVER BRAND BUILDER CONTENT DISTRIBUTOR 18

19 BUT WHAT HAPPENS AFTER THE CLICK? 360º GYROSCOPIC IMAGE CLICK TO FULL SCREEN IMAGES OR VIDEOS CLICK TO MAP CUSTOMIZABLE 19

20 TRADITIONAL V DIGITAL, WHOLE-OF-BRAIN MARKETING: THE MARRIAGE OF MOBILE CREATIVE AND THE RIGHT TARGETING IS KEY 20

21 What is the number one demographic for the hardcore Pokémon-Go playerbase that buys ingame currencies? A) Female B) Male What is the top demographic for users who actively use old iphones today (< iphone 5S)? A) Female B) Female What app category is predominantly used by people who generally subscribe for Apple Music and Spotify? A) Utilities B) Health & Fitness 21

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23 PROGRAMMATIC? 23

24 YAHOO FOR PUBLISHERS Integrated native advertising solutions with 3,400+ third-party publishers Monetised 74.5B+ global native ad impressions in the 2 nd half of 2016 Increased ad impressions by 14%+ compared to the first half of Source: Yahoo Internal Data, 2H 2016

25 NATIVE ADVERTISING GROWTH ON ALL DEVICES ACROSS THE WORLD 24.7B impressions NAR 11.9B impressions EMEA 32.4B impressions Smartphone Desktop 5.6B impressions LATAM APAC 25 Source: Yahoo Internal Data, 2H 2016

26 PUBLISHER PERFORMANCE BY ADVERTISING OBJECTIVE ADVERTISING OBJECTIVE Lower Conversion PUBLISHER CATEGORY Higher Conversion Brand Promotion Campaigns to increase brand awareness Music & Audio Sports News & Magazine Utilities Education Website Visits Campaigns driving towards a web landing page Books & Reference Travel Entertainment Sports Weather App-install Campaigns driving towards an app install Communication Photo & Video Games Weather News & Magazine 26 Source: Yahoo Internal Data, 2H 2016

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