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  • 8/10/2019 EMarketer Native Advertising Roundup


    October 2014

    presented by

    Native advertising, which some marketers, publishers and readers

    see as little different than the old advertorial concept, is still nascent

    enough that its difficult for many to defineand has different definitions

    depending on who you ask. To help you stay on top of the latest trends in

    native advertising, eMarketer has curated a roundup of some of our latest

    coverage, including statistics, insights and interviews.


  • 8/10/2019 EMarketer Native Advertising Roundup


    Native Advertising Roundup Copyright 2014 eMarketer, Inc. All rights reserved. 2



    Native advertising, which some marketers,

    publishers and readers see as little different than

    the old advertorial concept, is still nascentenough that its difficult for many to defineand

    has different definitions depending on who

    you ask.

    Market research firm Mintel defined native ads as paid

    media where the ad experience follows that natural

    form and function of the user experience in which it is

    placed, and estimated that spending would rise more than

    sevenfold between 2013 and 2018.

    And media buyers agree: While nearly three-quarters

    already employ native advertising, two-thirds said they

    planned to use them more in the future. Just 7% of US

    media buyers surveyed by TripleLift and Digital Media

    Review said they would not be using native ads in

    the future.

    About two in five of these media buyers also said they

    thought it was possible to bid programmatically on native

    advertising, though a majority were skeptical of this activity.

    Respondents said their top priority when evaluating media

    for native ads was the audience, and that editorial content,

    followed by images and user-generated content, were the

    most compelling content types to use for native ads.

    The benefits of native advertising are clear to many

    advertisers, and include, according to research from

    Advertiser Perceptions and Purch, increased brand

    awareness, the opportunity to tell a product story and

    increased awareness of specific products or services.

    But obstacles remain, and they can seem bigger than the

    benefits. The same survey found that insufficient reportingand ROI metrics were a problem for 46% of US advertising

    decision-marketersfar more than the 31% who enjoyed

    increased brand awareness. There were also problems

    aligning campaigns with marketing objectives for 38% of

    respondents. Just 13% said nothing was standing between

    them and the perfect native ad campaign.

    billionsUS Native Ad Spending, 2013 & 2018





    Note: defined as a form of paid media where the ad experience follows thnatural form and function of the user experience in which it is placed;CAGR (2013-2018)=48.5%Source: Mintel as cited in press release; eMarketer calculations, Aug 5,2014

    177800 www.eMarketer.com

    % of respondents

    Current vs. Future Plans to Employ Native AdvertisingAccording to US Media Buyers, May 2014

    Source: TripleLift and Digital Media Review (DMR), "Digital Media Buyers GeNative: How Agency Executives Are Leveraging Native Advertising toConnect with Customers," June 23, 2014

    178627 www.eMarketer.com

    Currently employ Plan to employ morein the future






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    Native Advertising Roundup Copyright 2014 eMarketer, Inc. All rights reserved. 3

    Paid Social Ads Convert More Customers

    Nearly nine in 10 social content interactions are in the middle of the pathto purchase

    The digital marketing world has been abuzz

    for months about Facebooks dialing-down oforganic brand content in the average users

    newsfeedand the declining importance of

    the like or page follow in its wake. But Q1

    2014 research by Convertro and AOL Platforms

    suggests that even if Facebook is doing what

    it can to push brands from an earned into a

    paid media model, paid ads on social networks

    do have better conversion rates than

    organic content.

    On Facebook, the jump in conversion rates among

    Convertro platform users worldwide was just 0.1

    percentage point, but on Twitter, ads were more than twice

    as likely as organic tweets to convert users. On Pinterest,

    the situation was reversed, but overall, brands using

    Convertro saw around a 25% lift in conversions with paid

    social ads vs. organic social content.

    For the most part, though, social media is not the last

    or only touch for consumers on the path to purchase.

    According to Convertros figures, 87% of interactions withsocial content were a middle touch, while just over one

    interaction in 10 was either the last or only touchpoint.

    Still, some social venues are more geared toward

    conversion than others. YouTube stood out in Convertro

    and AOLs research as the most likely social media property

    by far to turn a prospect immediately into a customer

    likely because video content like that hosted on YouTube

    can provide 100% of the information an online shopper

    needs to make a purchase decision.

    The distance between a social touchpoint and a conversion

    also depended on the type of product being purchased.

    The research found that more impulsive purchasessuch as

    subscriptions to services like Birchbox or Dollar Shave Club,

    personal care items and local serviceswere more likely to

    appear as social ads and lead immediately to a conversion,

    as the last or only touchpoint on a consumers journey.

    Conversion Rates for Paid vs. Organic Social NetworkAdvertising Worldwide, by Site, Q1 2014













    Paid Organic

    Note: represents data on the Convertro platform, broader industry metricsmay vary; among clients who have invested in paid social mediaSource: Convertro and AOL Platforms, "Myth-Busting Social MediaAdvertising," Sep 4, 2014

    179163 www.eMarketer.com

    % of total among Convertro clients

    Stage of the Path to Purchase During WhichCustomers Worldwide Are Most Likely to Interactwith Social Network Advertising, by Site, Q1 2014


    18% 54% 14% 14%

    Facebook11% 69% 10% 10%


    7% 76% 10% 7%

    First touch Middle touch Last touch Only touch

    Note: represents data on the Convertro platform, broader industry metricsmay vary; includes both paid and organic; numbers may not add up to100% due to roundingSource: Convertro and AOL Platforms, "Myth-Busting Social MediaAdvertising," Sep 4, 2014

    179161 www.eMarketer.com


    6% 83% 8%



    5% 89% 5%



    2% 92% 4%



    11% 86% 2%


  • 8/10/2019 EMarketer Native Advertising Roundup


    Native Advertising Roundup Copyright 2014 eMarketer, Inc. All rights reserved. 4

    Whats Next for Native Ads?

    Social networks, media publishers see huge potential in native ads

    Native advertising is flourishing across social

    media, content portals, news properties, video-

    sharing sites and streaming services. Increasedmobile use of these venues has fueled much

    of the growth, since native ads work best in the

    content streams that people tend to access on

    smartphones and tablets, according to a new

    eMarketer report, Native Advertising: Difficult to

    Define, but Definitely Growing.

    Perceptions about what constitutes native advertising are

    as varied as the ads themselves and the places where they

    appear. Theres still disagreement over basic terminologysuch as native advertising, sponsored content and

    branded content. Some make distinctions among those

    terms, while others use them interchangeably.

    However, perceived effectiveness is fueling marketer

    investment in native advertising. In December 2013, BIA/

    Kelsey estimated native ad spending on social media

    alone would grow from $3.1 billion this year to $5.0 billion

    in 2017. As a percentage of total social ad spending, it

    projected native would rise from 38.8% in 2014 to 42.4%

    in 2017.

    For media publishers, native advertising represents an

    opportunity to reverse the tide of flat or declining revenues.

    eMarketer estimates US print ad spending will decline from

    $32.16 billion in 2014 to $31.29 billion in 2018. Digital ad

    spending on newspapers and magazines will increase to

    $8.41 billion by 2018, from $7.48 billion in 2014, but these

    gains will still leave the industry essentially flat for the

    forecast period. With these numbers as a backdrop, its

    easy to see why media companies are so eager to create

    new revenue streams through native ads.

    Brand marketers and agencies do not have the same

    urgency as publishers, but they are just as eager to gain an

    edge over their competitorsand native offers a way to do

    that. In an August 2013 Sharethrough study, awareness was

    the top marketing objective for native mobile ads among

    US digital marketing professionals. Other leading objectives

    included branding and brand affinity. Purchase intent and

    lead generation were further down the scale, indicating

    that native ads (at least on mobile) are more a branding

    play than a direct-sales driver.

    These findings are in line with what marketers and other

    ad industry experts say is one of the qualities that makes

    native advertising especially appealing: its ability to engage

    the user.

    billions and % changeUS Social Media Ad Spending, by Type, 2012-2017

    Display spending

    % change

    Native* spending

    % change































    Note: includes desktop and mobile platforms and local and nationalspending; excludes social marketing/measurement platforms and servicessocial commerce and virtual currency; *branded content integrateddirectly within a social network experienceSource: BIA/Kelsey, "Annual US Local Media Forecast: Social Local Media2012-2017 (Mid-Year Update)"; eMarketer calculations, Dec 18, 2013

    168167 www.eMarketer.com

    % of respondents

    Leading Marketing Objectives for Native Mobile Adsccording to US Digital Advertising Professionals,ug 2013

    Awareness 84.4%

    Branding 67.5%

    Brand affinity 53.2%

    Purchase intent 33.8%

    Customer acquisition24.7%

    Thought leadership24.7%

    Lead generation16.9%

    Loyalty 16.9%

    Note: includes tablet adsSource: Sharethrough, "2013 Native Media Survey Results," Sep 16, 2013

    164444 www.eMarketer.com

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    Native Advertising Roundup Copyright 2014 eMarketer, Inc. All rights reserved. 5

    Lenovo Joins Forces with NFL and The Onion for Video Series

    Kevin Berman

    Director, Advertising and Marketing Services


    Having a clearly defined brand is essential for

    marketing objectives, and digital video is no

    exception. Kevin Berman, director of advertising

    and marketing services at computer and

    consumer electronics manufacturer Lenovo,

    spoke to eMarketers Danielle Drolet about best

    practices for digital video advertising.

    eMarketer:What is Lenovos audience target for itsvideo advertising?

    Kevin Berman:Lenovo defines itself as the brand

    for those who do. We work to understand where our

    audience is spending much of what we have defined as

    their do timethe time that they spend on work, projects

    and passions that are really important to them.

    For millennials, in particular, the work day is 9am to 5pm,

    but their do time is often after that. Our objective is to

    understand and reach people in those moments thatmatter to them, and using video is at the heart of reaching

    and engaging millennials during their do time.

    eMarketer:What levels of the funnel do you focus on to

    reach your audience?

    Berman:We have different kinds of digital video programs

    for different parts of the funnel.

    In the fall of 2013, we launched a web series called Tough

    Season in partnership with The Onion and DigitasLBi. It

    was a mockumentary-style web series that was also alove letter to fantasy football. It featured several prominent

    NFL players as guest stars, and a never-before-seen level

    of real-time social engagement between a brand, series

    characters, NFL players and teams and fans. This was an

    upper-funnel program.

    eMarketer:What were the objectives of the campaign?

    Berman:Fantasy football players are some of the biggest

    doers out theretheyre incredibly passionate and

    engaged about the sport. There were a couple of different

    objectives here: to engage with as many millennials aspossible, but to also cast a wide net for audience. Also, to

    increase Lenovo brand recognition and association as the

    official computer sponsor of the NFL.

    While the audience recognizes that

    advertisers are going to pay to reach them,

    you can do it in a way that feels more organic

    to what content they normally consume.

    Ultimately, the series was a success. The episodes and

    additional social video content garnered over 13 million

    views, and weve renewed it for season two.

    eMarketer:What have you done for mid-to-lower funnel?

    Berman:An example would be some of our product-led

    videos. We use those videos when we run on comparison-

    shopping engines like CNET, PC World, etc., in addition to

    Lenovo.com, email and our social channels.

    In terms of best practices, you need to have well-thought-

    out messaging and product strategy so that you can

    dynamically update and refresh content ... in unison withwhat your direct-response teams are doing. You dont want

    there to be a disconnect in your brands voice.

    eMarketer:What is most important when it comes to the

    creative and storytelling in video ads?

    Berman:When we created Tough Season with The

    Onion, authenticity was the most important best practice.

    If youre working with a publishing partner on your story,

    you have to really think about the tone, and make sure that

    it matches what the audience has come to expect from

    that publisher.

    Your content should feel native to that partner. That way,

    while the audience recognizes that advertisers are going

    to pay to reach them, you can do it in a way that feels

    more organic to what content they normally consume.

    And itll drive a higher likelihood of engagement and more

    positive reception.

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    Native Advertising Roundup Copyright 2014 eMarketer, Inc. All rights reserved. 7

    Media and Entertainment Ad Spending 2014: CBS on Its InteractiveNative Ad Program

    Christy Tanner

    Senior Vice President and GM,Media Group

    CBS Interactive

    Content and brand marketing helps CBS

    Interactive advertisers create more curated

    experiences for consumers. Christy Tanner, senior

    vice president and general manager of Media

    Group at CBS Interactive, spoke with eMarketers

    Rimma Kats about the rise of native advertising

    and what marketing channels its advertisers tend

    to choose.

    eMarketer: How does native advertising and content

    marketing fit into the media and entertainment ad mix?

    Christy Tanner:I see native advertising and content

    marketing as two different things. One of the challenges

    we face in the industry right now is that the definitions

    of those terms are different from company to company

    and brand to brand. The brands that I oversee are mostly

    entertainment-related, and in the entertainment space,

    the line between what is content and what is advertising is

    inherently blurred.

    Content marketing has always been part of the ad mix in

    the entertainment space and what were seeing now is

    that something thats an organic and integral part of the

    entertainment industry is expanding to other verticals.

    We sold over 200 Watch List native adcampaigns in the last two years and we

    have resold them to the same advertisers

    because theyre very effective ads forthose marketers.

    eMarketer:Is CBS Interactive investing in

    native advertising?

    Tanner:We offer native advertising on TV Guide, including

    on our mobile apps. The native ad units allow users to

    add television shows, movies, sports teams or actors to a

    favorites list that we call the Watch List. We sold over 200

    Watch List native ad campaigns in the last two years andwe have resold them to the same advertisers because

    theyre very effective ads for those marketers.

    The dollar that the marketers spend on a Watch List native

    ad unit is a dollar that they will see a return on for the life o

    that movie or TV show. When somebody has a call to action

    to add that show to their Watch List, it will stay on their

    Watch List until they take it off.

    eMarketer:What is the mix between branding and direct

    response advertising in media and entertainment?

    Tanner:Most of the campaigns within CBS Interactive fall

    more in the category of branding than direct response, and

    we certainly have tons of data throughout the company

    that demonstrates how those branded campaigns

    drive sales.

    eMarketer:In terms of mobile, are advertisers turning to

    smartphones more than tablets to run their campaigns?

    Tanner:Our users are increasingly on multiple devices.

    The percentage breakdown of smartphones to tablet to

    website is pretty similar to what were seeing on the wider

    industry trend.

    A soda brand that wants to target 18- to

    24-year-olds can curate a channel of TVshows and full episodes that appeal tothat demographic.

    Our smartphone and tablet apps are very similar products,

    and the ad mix, in terms of the mix between native ad

    offerings and more standard or rich media offerings, is

    more or less the same between smartphones and tablets.

    eMarketer:What video advertising opportunities do you

    offer advertisers?

    Tanner:TV Guide has produced a mix of editorial videos

    for years and we allow advertisers to buy pre-roll on TV

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    Native Advertising Roundup Copyright 2014 eMarketer, Inc. All rights reserved. 8

    Media and Entertainment Ad Spending 2014: CBS on Its Interactive Native AdProgram (continued)

    Guide-produced videos, but we also allow advertisers to

    curate channels within TV Guide.

    For example, a soda brand that wants to target 18- to

    24-year-olds can curate a channel of TV shows and fullepisodes that appeal to that demographic. We also curate a

    channel of a marketers own branded content. Weve done

    a curated channel for AT&T, which features ads starring

    Will Arnett.

    There are other ways to do it as well. State Farm Insurance

    wanted to sponsor movie trailers for Oscar-nominated

    movies and we created a channel of Oscar-nominated

    movie trailers sponsored and brought to you by State

    Farm. There are lots of ways that weve incorporated

    advertisers into the mix and upgraded organic, entertaining

    experiences for consumers in doing so.

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    Native Advertising Roundup Copyright 2014 eMarketer, Inc. All rights reserved. 9

    MEDIA VOICES: HuffPost Offers Unique Mix of Native Formatsfor Partners

    Tessa Gould

    Director of Native Advertising andHuffPost Partner Studio

    The Huffington Post Media Group

    To AOLs Huffington Post, native advertising

    is the next generation of content marketing.

    Tessa Gould, director of native ad product for

    The Huffington Post Media Group, spoke to

    eMarketers Danielle Drolet about the online

    publications variety of ad units, and natives

    advantage over display.

    eMarketer: Youve been involved in native advertising for

    some time. How did it start?

    Tessa Gould:Before I joined the team, back in 2010,

    Huffington Post launched a dedicated hub in partnership

    with IBM called Smarter Ideas. We still have that

    partnership with IBM, where we feature relevant editorial

    content on breaking developments in technology. In

    addition, we supplement that hub with custom native ads

    that we create for IBM, allowing them to align themselves

    more directly with the topics of interest. This can be blogs

    from thought leaders at IBM or their partners on cloud

    computing, healthcare, green initiatives, etc.

    eMarketer:Whats your approach today?

    Gould:The core of our approach to native remains

    unchanged, that is, to create quality content experiences

    that are brand-aligned, fit with our editorial voice and

    resonate with our readers. We have innovated along

    the way, adding new formats and enhanced targeting

    capabilities, and expanding the team. Earlier this year, werolled out a cross-platform offering to ensure that not only

    the sponsors native content, but also their surrounding

    ads, reach the relevant readers across all screens.

    eMarketer:In what ways is your native ad program

    different from your competitors?

    Gould:One of our key points of differentiation is our

    diverse product suite. We have 15 native content formats

    available for advertisers and will work with brands directlyto determine the best format to convey the particular

    storybe it an interactive infographic, a feature article, a

    quiz, a debate or a commerce-driven LookBookthe list

    goes on.

    Technology is another major point of differentiation. Unlike

    many of our competitors, we serve our native content

    through our ad server. This means were better able to

    control delivery and ensure that the content reaches

    its intended audience by applying the same targeting

    capabilities that we utilize for our display ads to our native

    content. Ultimately this leads to better engagement.

    We also pair our native content with display. Not because

    we have to, but because we have found that the

    combination of native content and display ads (from the

    relevant sponsor) on the same page leads to much greater

    lifts, 2 to 3.5 times higher for key brand metrics such as

    brand recall, favorability and intent to purchase vs. native

    content alone or display alone.

    eMarketer: Who produces the native advertising content

    that runs on your platform?

    Gould:The HuffPost Partner Studio is a mix of content

    strategists and ad people with editorial backgroundsa

    number of them have come directly from The Huffington

    Post newsroom. We also have social media strategists and

    are currently looking for a dedicated marketing specialist.

    We have a designer and are looking to add a video expert.

    Theyre all creative. Were essentially an in-house creative

    agency, geared to help brands play on that platform.

    eMarketer:By what metrics are your advertisers gaugingthe success of native ad campaigns on your properties?

    Gould:The No. 1 [key performance indicator] that were

    looking for with the native content is engagement. Many

    engagement metrics that we use are the very same

    metrics that generalists in our newsroom use in their

    own content.

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    Native Advertising Roundup Copyright 2014 eMarketer, Inc. All rights reserved. 10

    MEDIA VOICES: HuffPost Offers Unique Mix of Native Formats for Partners(continued)

    The best-case scenario is that you want someone to read

    the copy and then take it into multiple social actions.

    Some people share content without reading it. But, for the

    advertiser to really see improvements in brand favorability,

    the reader needs to be actually reading and consuming the

    content, as well as sharing it.

    The HuffPost Partner Studio is a mix ofcontent strategists and ad people witheditorial backgroundsa number of themhave come directly from The Huffington

    Post newsroom.

    eMarketer: In December, you estimated that native

    advertising revenue in 2013 would rise by 47% over 2012.

    Did you hit the target?

    Gould:We did hit that target. Q4 actually ended up being

    our largest quarter since we launched native in 2010. Not

    only did we see growth in revenue, but we also witnessed

    strong growth in both the average deal size and the

    number of native campaigns soldup 63% year over year.

    eMarketer:Many people have expressed skepticism

    about native advertising because it blurs the lines between

    advertising and editorial. Whats your take on this so-called

    slippery slope?

    Gould:This highlights the importance of labeling and

    disclosure because that protects both the brand and the

    publisher, and combats against this so-called slippery slope.

    Ultimately, at the end of the day, if the content is labeled

    and disclosed and its good, people are going to consume

    it like they would any other content. The fact that its

    sponsored should hopefully not make a difference.

    eMarketer:The US Federal Trade Commission (FTC) is

    looking into the possibility of regulating native advertising

    to avoid misleading consumers. What do you make ofthis effort, and in general of the role of the government in

    regulating advertising?

    Gould:The FTCs focus has been on making sure that the

    native ad is clearly disclosed and labeled. The Huffington

    Post and many others in the industry are clearly disclosing

    this, not only for legal reasons, but to maintain the trust

    and editorial integrity.

    The industry has been doing a great job at setting forth itsown native advertising guidelines, including the Interactive

    Advertising Bureaus native advertising playbook. Today,

    the industry is in a really great position to know what works

    for its platforms and for users, while the FTC has a really

    important role in regulating advertising.

    The FTCs focus has been on making surethat the native ad is clearly disclosedand labeled.

    I attended the FTC native ad workshop in December2013, and it was a great forum for discussing the issues

    surrounding native advertising. The FTC is doing its job, but

    its not sure whether additional guidance in this area would

    be helpful. Its a bit of a wait-and-see area, but publications

    and players are taking responsibility for their own content.

    eMarketer: What wording do you use in your native ads to

    convey that theyre not editorial content?

    Gould:With our promotional or article preview units we

    will say, Presented by, such as Presented by Chipotle,

    Presented by Chanel or Presented by Bravo.

    Then, when you click into the article page, that same

    language appears at the top of the article. The advertisers

    ads will appear around the content, and then, depending

    on the content or the advertiser, there may be additional

    messagingeither within the content or perhaps in a

    social wayand we may integrate a campaign hashtag

    or brand.

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    Native Advertising Roundup Copyright 2014 eMarketer, Inc. All rights reserved. 12

    SAP Sees Native Ad Space as the Industrys Kumbaya Moment (continued)

    Id like to think that the clickthroughs thatwe get on stories that we publish are reallythe new clickthroughs of banner ads.

    Those things make sense and theyre good enough. If too

    much regulation happens it might spoil some of thesegreat collaborative conversations that are taking place right

    now. Advertisers, marketers, publishers and writers are

    convening together. Were all singing Kumbaya together

    now. Its all blending. I dont think thats such a bad thing.

    eMarketer:Why does native advertising seem to be more

    effective than display or banner ads?

    Clark:Id like to think that the clickthroughs that we get

    on stories that we publish are really the new clickthroughs

    of banner ads. Those are what you want. You want the

    engagement. This has been happening for a while.

    Many of the static banner ads that you see, for whatever

    reason, dont work anymore. They could be perceived as

    a little old school, or even distracting. Its really about the

    story, the people reading and clicking, commenting on

    them, even going to the call to action at the end of the

    blog, to download a white paper or whatever it is youre

    trying to accomplish. Thats what you want anyway. Why

    not do more of that?

    eMarketer:Whats your outlook for this form of

    advertising for SAP and the advertising industry asa whole?

    Clark:Its happening now, and is going to become a more

    regular part of the media landscape. From my perspective,

    its very effective and everybody wins. You cant ignore

    those types of things, especially if the publishing industry

    is looking for new revenue streams and looking to revamp

    their business models.

    Business is one great way to do that. There are some

    regulation concerns and people are wondering whether

    [native advertising] is from an advertiser or not. There

    probably could be more scrutiny [for some of this content].

    But if youre working with a partner like Forbes, there are

    no issues as far as SAP is concerned.

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  • 8/10/2019 EMarketer Native Advertising Roundup


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