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NATIVE E PROGETTI SPECIALI COME CAMBIANO GLI OBIETTIVI DEL BRAND CON LA RIVOLUZIONE INTERATTIVA 02 DICEMBRE 2015

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NATIVE E PROGETTI SPECIALI

COME CAMBIANO GLI OBIETTIVI DEL BRAND CON LA RIVOLUZIONE INTERATTIVA

02 DICEMBRE 2015

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NATIVE E

PROGETTI SPECIALI

PROGRAMMATIC&

RTB

L’ALTRA META’ DEL CIELO – Native e Progetti Speciali

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L’ALTRA META’ DEL CIELO – Native e Progetti Speciali

PUBLISHER 2015:

«UNA PERCENTUALE SUPERIORE AL 40% DELLE NOSTRE REVENUE E’ GENERATA DAL NATIVE E DAI PROGETTI SPECIALI»

ADVERTISER 2015:

«DESTINIAMO SEMPRE PIU’ RISORSE SU PROGETTI DI NATIVE ADVERTISING, BRANDED CONTENT E PROGETTI SPECIALI VISTA LA LORO EFFICACIA E FLESSIBILITA’»

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PANEL

► 15 responsabili digital concessionaria

►25 responsabili digital centri media

2%

4%

5%

5%

12%

12%

14%

20%

21%

Filmstrip

Slider

Strip

InFeed

Intro Page

Interstitial

Intro APP

Native

Preroll

GROUP 1

GROUP 2

GROUP 3

Fonte: Survey SHAA-MEDIACONSULTANT 2015

IN ITALIA – Quali sono i principali formati mobile utilizzati

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MA COSA E’ IL NATIVE ADVERTISING

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«Il native advertising è una pubblicità Alien. Si nasconde dentro il contenuto per poi

schizzare fuori frantumandone la credibilità»

NATIVE – Un concetto ancora un po’ confuso

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FORM

FUNCTION

INTEGRATION

BUYING & TARGETING

MEASUREMENT

Fonte: IAB The Native Advertising Playbook 2013

IAB – Gli strumenti per identificare il native advertising

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IAB – I formati attualmente identificati

In-feed units Paid search Units Recommendation widget

Promoted listening In-Ad with native elements Custom

SEARCHSOCIAL

E-COMMERCE

Fonte: IAB The Native Advertising Playbook 2013

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IL NATIVE E’ TUTTO QUI

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MARZO 2014 – IAB pubblica un documento su In-Image Adv

Fonte: IAB In-Image Advertising Primer 2014

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Fonte: IAB In-Image Advertising Primer 2014

Ad appears over the image and leads to furtherinteraction with the brand upon engagement with the creative.

New user experience

IAB – In-Image Adv

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IAB – Interactive Image

Fonte: IAB In-Image Advertising Primer 2014

New user experience

Icons denote more information is available and

ads appear only when a user interacts with the

image.

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PERCHE’ LE IMMAGINIPERCHE’ INTERATTIVE

COSA C’ENTRA IL NATIVE

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PERCHE’ LE IMMAGINI ?

N° DI IMMAGINI PRESENTI ONLINE

+5 MILA MILIARDI - IAB 2014 -

Fonte: IAB In-Image Advertising Primer 2014

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L’INTERATTIVITA’ PERMETTE DI INSERIRE

ULTERIORI CONTENUTI IN-IMAGE CON UN TIPO DI NAVIGAZIONE A LIVELLI

MOBILE-FRIENDLY

Fonte: IAB In-Image Advertising Primer 2014

TOUCH!

PERCHE’ INTERATTIVE ?

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Fonte: IAB In-Image Advertising Primer 2014

KEY BENEFITS OF

INTERACTIVE IMAGE ADV

• VIEWABLE

• HIGHLY ENGANGING

• CONTEXTUALLY RELEVANT

• INLINE WITH EDITORIAL CONTENT

• MORE EFFECTIVE THAN DISPLAY ADV

COSA C’ENTRA IL NATIVE ?

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NATIVE SHAA

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NATIVE SHAA

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NATIVE SHAA

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NATIVE SHAA

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NATIVE SHAA

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NATIVE SHAA

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NATIVE SHAA

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NATIVE SHAA

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NATIVE SHAA

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NATIVE SHAA

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NATIVE SHAA

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FABRIZIO TOMEIdirettore business unit digital

WHAT DO YOU THINK?

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I PROGETTI SPECIALI

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MINI-SITO – Un modello da superare

DISPLAYADV

MINI-SITE

SOCIALADV

PUBLISHERSITE

SOCIALPOST

BRANDWEBSITERICH

MEDIA

TRAFFIC FLOW

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OGGI – La tecnologia al servizio della comunicazione

DISPLAYADV

MINISITE

PUBLISHERSITE

SOCIAL

BRANDWEBSITE

RICHMEDIA

SHAACUSTOM PROJECT

DISTRIBUTION FLOW

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INTERACTIVE MEDIA PLATFORM

OGGI – La tecnologia al servizio della comunicazione

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GRAZIEwww.shaa.it