Post on 21-Jan-2015
description
1
The Local Media & Advertising Experts
Pricing Native Advertising
Rick DuceyManaging Director
BIA/Kelsey
Topics
Native ad ecosystem Forecast and drivers Does native advertising work? Pricing metrics and strategies Case study Recommendations
2© 2014 BIA/Kelsey. All Rights Reserved.
Native Advertising Outlook for 2014 and Beyond
2
Native Ad Ecosystem Has Many Players Trying to Earn a Living
3© 2014 BIA/Kelsey. All Rights Reserved.
Where do native ads occur?
Social networks. Facebook’s News Feed ads, YouTube’s Promoted Videos and Twitter’s Promoted Tweets are among the most popular formats, but others such as Pinterest, LinkedIn, Google+ and StumbleUpon are ramping up in this area.
Mobile. A key driver behind the success of native advertising has been the growth of mobile usage on platforms such as Facebook, Twitter and Pandora.
Digital media. Native implementations include BuzzFeed lists, sponsored articles on Mashable and The Huffington Post videos on
4© 2014 BIA/Kelsey. All Rights Reserved.
sponsored articles on Mashable and The Huffington Post, videos on CollegeHumor and real estate listings on Trulia.com.
Traditional media. Publishers with active native ad programs include The New York Times, The Atlantic, Hearst, The Guardian and Vanity Fair.
Native Advertising Outlook for 2014 and Beyond
3
Social Native Advertising Growing to $9.4B by 2018
5© 2014 BIA/Kelsey. All Rights Reserved.Source: BIA/Kelsey, 2014
6© 2014 BIA/Kelsey. All Rights Reserved.
Native Advertising Outlook for 2014 and Beyond
4
Native advertising is #2 “most important digital revenue source”
7© 2014 BIA/Kelsey. All Rights Reserved.
8© 2014 BIA/Kelsey. All Rights Reserved.
Native Advertising Outlook for 2014 and Beyond
5
9© 2014 BIA/Kelsey. All Rights Reserved.
10© 2014 BIA/Kelsey. All Rights Reserved.
Native Advertising Outlook for 2014 and Beyond
6
So…does native advertising work?
11© 2014 BIA/Kelsey. All Rights Reserved.© 2014 BIA/Kelsey. All Rights Reserved.
11.
ROI Assessment of Media Used For Advertising(1 of 2)
40%
50%
Excellent 10-19x Spend Extraordinary Over 20x Spend
ROI from Native Platforms
18.8% 19.3% 20.0%
13.6%
20.2% 18.9% 19.5% 18.8% 18.8% 17.8%13.3% 12.6% 13.2%
15.8%
26.1%
13.3%
18.6%
11.9% 12.8% 12.2% 12.3% 12.1%10.9%
13.3%11.3%
7.7%
0%
10%
20%
30%
12© 2014 BIA/Kelsey. All Rights Reserved.
Source: BIA/Kelsey Local Commerce Monitor, Wave 17, Q3/2013 (and prior waves, if relevant). Methodology: Online panels.
0%
Q107
Native Advertising Outlook for 2014 and Beyond
7
“You are 475.28 times more likely to survive a
13© 2014 BIA/Kelsey. All Rights Reserved.© 2014 BIA/Kelsey. All Rights Reserved.
13.
plane crash than click on a banner ad.”
-SolveMedia
53%53%
of users say they are more likely to look at a native than a banner ad
14© 2014 BIA/Kelsey. All Rights Reserved.© 2014 BIA/Kelsey. All Rights Reserved.
look at a native than a banner ad
14.
Native Advertising Outlook for 2014 and Beyond
8
32% would share a native ad.
18% more (52% vs 34%) of native ad viewers show purchase intent
15© 2014 BIA/Kelsey. All Rights Reserved.© 2014 BIA/Kelsey. All Rights Reserved.
intent.
15.
Pricing Factors1. Campaign goal – branding, direct response have
different metrics and value points2. Content type – SMS, video, text3. Channel – desktop, mobile, tablet4. Programmatic platform vs direct selling5. Packaging and bundling – increase AVO (average value
of order)6. Competitive pricing – market factors, easier to manage
with bundling
16© 2014 BIA/Kelsey. All Rights Reserved.
with bundling7. Value pricing – easier to achieve with bundling8. Cost-based pricing – difficult to fully attribute costs, but
probably leaving money on the table.
Native Advertising Outlook for 2014 and Beyond
9
Pricing Metrics and Strategies CPM – common currency but doesn’t capture key value
point of social native advertising of social “shares” and quality of impressions (accidental click versus reading
i l h i i h f i d )article, sharing with friends) CPE – engagement metrics are higher value for
advertiser but need to standardize on these (time spent, amount read/watched, sharing, other secondary actions)
Sponsorships – Pricing more of an art than science, value-based pricing but may end up with higher CPMs vs
17© 2014 BIA/Kelsey. All Rights Reserved.
other pricing models, may not be sustainable. Bundling - Value-based pricing but if used effectively
can achieve client goals by matching inventory to consumer purchase journey stage in funnel
How are publishers pricing native?
S hiSponsorship41%
Packages41%
18© 2014 BIA/Kelsey. All Rights Reserved.
CPM/CPE18%
Source: Polar, 2014
Native Advertising Outlook for 2014 and Beyond
10
$4 58$4.58
CPM for Facebook sponsored stories
19© 2014 BIA/Kelsey. All Rights Reserved.© 2014 BIA/Kelsey. All Rights Reserved.
stories
19.
$100K per campaign is typical for BuzzFeed (~$5 CPM)
20© 2014 BIA/Kelsey. All Rights Reserved.© 2014 BIA/Kelsey. All Rights Reserved.
20.
Native Advertising Outlook for 2014 and Beyond
11
Case Study: Houston Chronicle
Created own digital agency (AmuseDigital.com)
ll k f h Sell packages for 3 month minimum @ $7K/mo
Move to $12K/mo within first year but annual programs in $250K range
Includes assets, promoting in
21© 2014 BIA/Kelsey. All Rights Reserved.
print Partnering with Outbrain, Navio Native ads generate “7-figures”
annually Stephen WeisEVP, Digital Revenue
Houston Chronicle
Case Study: Houston Chronicle
22© 2014 BIA/Kelsey. All Rights Reserved.
Native Advertising Outlook for 2014 and Beyond
12
Recommendations1. Go for Life Time Value (LTV) with clients by bundling
inventory to match their campaign goals to Your inventory and its capabilities Creative execution related to stage (e.g, branding vs direct g ( g, g
response) Long term contracts with committed clients Appropriate calls to action for low funnel native ads Appropriate metrics to funnel stage
2. Appropriate pricing metrics for stage in funnel CPM more for branding
23© 2014 BIA/Kelsey. All Rights Reserved.
CPE for lower funnel ads Sponsorships for higher funnel
3. Check back with the client – is it working? A/B testing Fine tune the campaign
The Local Media & Advertising Experts
Questions & Comments:Rick DuceyManaging Directorrducey@biakelsey.com(703) 818-2425(703) 8 8 4 5
© 2014 BIA/Kelsey. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result
in termination of the client relationship, fines and other civil or criminal penalties under federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.
Native Advertising Outlook for 2014 and Beyond