What we learned from #iabmobile 2015

By Robert Flynn

We recently attended Iab’s Mobile Connect Conference for 2015, and were enlightened by the illuminating guest-speakers on the day.

The conference focused on ensuring brands were putting mobile first – placing a specific relevance on ‘native advertising’.

But what exactly is ‘native advertising’ and why is it so important to the digital platform? We take a look.

The definition from IAB Ireland’s Native Council defines Native Advertising as: “Paid-for content that is relevant to the consumer experience, is integrated into the surrounding content and is not interruptive.”

In an area that is subject to constant change, this basically means that advertisements aim to help to a consumer, rather than  be a hindrance.

So, where’s the substance? Here are the four primary pillars included in the native definition:

1. Discovery/Recommendation Units

These ‘units’ are integrated into a web page but do not mimic the appearance of editorial content feed. They link to a page off the main website. These units are remarked by phrasing and language such as ‘sponsored content by’ and ‘recommended for you’.

2. In-feed – Publisher Controlled

A: Paid-for content/Sponsored

This form of native advertising is developed in-tandem with publisher with the sponsored content mimicking the surrounding editorial style. The advertising has been signed off on by the advertiser and has been sold with guaranteed placement.

B: Sponsored content area

This advertising can be written/developed by either the publisher or advertiser, or in tandem (similar to A). It again looks like the surrounding editorial and is sold with a guaranteed placement.

3. In-feed – Advertiser Controlled

Most prominently executed and visible from the social media giants Facebook, and Twitter, LinkedIn also. This is advertisement produced by the advertiser, looks like surrounding editorial in your (news) feed, but generally links off the site to other content. It’s native and sold with guaranteed placement.

4. Custom Integration

Custom integration is a format customised by collaborations between both the publisher and the advertiser. These units don’t fit into the other pillars previously mentioned and may involve custom playlists. This integration can oftentimes be platform-specific. This is generally used by the likes of content-rich publishers like Spotify, Pandora, and Tumblr.

So why is this form of growing advertising important?

Native advertising enables cross-platform solutions for devices, from mobile to tablet, to desktop.

And there are far more opportunities for brands to develop their brand story due to a far more engaging format and platform.

All slides from the event can be found here on IAB Ireland website, just look under ‘what’s new’.

Robert Flynn – @PureFlynn



Robert Flynn

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