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Breaking Down the 2018 Global Native Advertising Technology Landscape

This presentation takes a deep look into the 402 native advertising technology companies and their 25 categories. From influencer advertising to virtual reality, no stone is unturned.

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Breaking Down the 2018 Global Native Advertising Technology Landscape

  1. 1. #CMC18 Breaking Down the 2018 Global Native Advertising Technology Landscape Chad Pollitt Co-Founder Relevance A Primer for Publishers, Marketers, Advertisers, Media Buyers and Communicators
  2. 2. Co-founder @chadpollitt CHAD POLLITT
  3. 3. 1 Content Distribution & Native Advertising 2 Types of Native Advertising 3 Native Advertising Technology Breakdown 4 Native Advertising Best Practices AGENDA
  4. 4. #CMC18 1 Content Distribution & Native Advertising
  5. 5. #CMC18
  6. 6. #CMC18
  7. 7. #CMC18 Native Advertising is paid media that matches the form, feel and function of the owned media which surrounds it
  8. 8. #CMC18
  9. 9. #CMC18
  10. 10. #CMC18
  11. 11. #CMC18
  12. 12. #CMC18 Native Advertising
  13. 13. #CMC18 $85B on native advertising annually by the year 2020 worldwide brands are forecasted to spend over Adyoulike
  14. 14. #CMC18 1:5creation to distribution ratio Ben Young, CEO, Nudge television advertising has a
  15. 15. #CMC18
  16. 16. #CMC18
  17. 17. #CMC18 2017: 272 2018: 40248% YoY Increase
  18. 18. #CMC18 2 Types of Native Advertising
  19. 19. #CMC18
  20. 20. #CMC18
  21. 21. #CMC18 1. Long- Form Native Advertising
  22. 22. #CMC18 2. Programmatic Native Advertising
  23. 23. #CMC18 VS. 3. Non- Programmatic Native Advertising
  24. 24. #CMC18 4. Social Media
  25. 25. #CMC18 3 Native Advertising Technology Breakdown
  26. 26. #CMC18
  27. 27. #CMC18 Channels
  28. 28. #CMC18 39% YoY Growth
  29. 29. #CMC18 28% YoY Growth
  30. 30. #CMC18 22% YoY Growth 3% YoY Growth
  31. 31. #CMC18 Managed Services Technology/DSPs Agency/Brand
  32. 32. #CMC18 Agency/Brand
  33. 33. #CMC18 Fastest Growing Category – 50% YoY
  34. 34. #CMC18 3% YoY Growth
  35. 35. #CMC18 3rd Party Amazon Adtech is EXPLODING this Year
  36. 36. #CMC18 Facebook Messenger joined the club Q1 2018
  37. 37. #CMC18 Content Types
  38. 38. #CMC18 AR/VR Next Frontier?
  39. 39. #CMC18 Highly Specialized Formats
  40. 40. #CMC18 Measurement / Intelligence
  41. 41. #CMC18 43% YoY Spy Tool Growth
  42. 42. #CMC18 Artificial Intelligence is having a major impact in this category
  43. 43. #CMC18 Enablement
  44. 44. #CMC18 Blockchain Technology can virtually eliminate all waste, fraud and abuse
  45. 45. #CMC18 Tools for publishers and some brands
  46. 46. #CMC18 4 Native Advertising Best Practices
  47. 47. #CMC18 1.Target wisely Best Practices
  48. 48. #CMC18 Context Audience Day-Parting Device Type Geo-Location Weather
  49. 49. #CMC18 32 years old Lives in NewYork City Interested in: bath time SUGGESTED BID: $0.01-$0.03 32 years old Lives in NewYork City Interested in: first-time moms SUGGESTED BID: $0.38-$0.72
  50. 50. #CMC18 Audience Score Teething 0.056 midwife 0.038 afternoon nap 0.036 Toddler bed 0.036 pediatrician 0.026 Peppa Pig 0.024 Funnel cake 0.024 bath time 0.023 greys anatomy 0.018 Audience Score Baby teeth 0.046 Toddlers 0.037 Soccer mom 0.034 Sponge Bob 0.026
  51. 51. #CMC18 Peppa Pig: $0.03 bath time: $0.01 teething: $0.04
  52. 52. #CMC18 1.Target wisely 2.Write logical and attainable goals Best Practices
  53. 53. #CMC18 Share of Voice Brand Awareness Conversions Subscribers, Inquiries, Leads
  54. 54. #CMC18 1.Target wisely 2.Write logical and attainable goals 3.Measure what matters Best Practices
  55. 55. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  56. 56. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  57. 57. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  58. 58. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  59. 59. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  60. 60. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  61. 61. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  62. 62. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  63. 63. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  64. 64. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  65. 65. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24
  66. 66. #CMC18 1.Native social media is not a cost-effective channel to promote all of your content at scale. Takeaways
  67. 67. #CMC18 1.Native social media is not a cost-effective channel to promote all of your content at scale. 2.Programmatic native ad units are. Takeaways
  68. 68. #CMC18 1.Native social media is not a cost-effective channel to promote all of your content at scale. 2.Programmatic native ad units are. 3.Use native social media with only your best performing content. Takeaways
  69. 69. #CMC18 1.Target wisely 2.Write logical and attainable goals 3.Measure what matters 4.Be careful with terminology Best Practices
  70. 70. #CMC18 1/16th of the actions you pay for on social media website traffic can be as little as
  71. 71. #CMC18 1.Target wisely 2.Write logical and attainable goals 3.Measure what matters 4.Be careful with terminology 5.Do experiment Best Practices
  72. 72. #CMC18 nothing for likes, shares, clicks, follows, favorites, etc. Larry Kim, Founder, Wordstream shared sponsored social media posts cost
  73. 73. #CMC18 1.Target wisely 2.Write logical and attainable goals 3.Measure what matters 4.Be careful with terminology 5.Do experiment 6.Pay attention to creative Best Practices
  74. 74. #CMC18
  75. 75. 1. Most industries are in a state of content surplus and require paid and/or earned media for optimum visibility Takeaways
  76. 76. 1. Most industries are in a state of content surplus and require paid and/or earned media for optimum visibility 2. There are four types of native advertising: long form, programmatic, non-programmatic and social media Takeaways
  77. 77. 1. Most industries are in a state of content surplus and require paid and/or earned media for optimum visibility 2. There are four types of native advertising: long form, programmatic, non-programmatic and social media 3. The native adtech landscape is growing nearly 50% YoY Takeaways
  78. 78. 1. Most industries are in a state of content surplus and require paid and/or earned media for optimum visibility 2. There are four types of native advertising: long form, programmatic, non-programmatic and social media 3. The native adtech landscape is growing nearly 50% YoY 4. Target wisely, set goals, measure what matters, watch terminology, experiment, and don’t forget creative Takeaways
  79. 79. #CMC18
  80. 80. #CMC18 chadpollitt.com

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