NATIVE ADVERTISING ON THE VISUAL WEB A PRIMER FOR MARKETERS
Contents Native Advertising Devined (Again) / 1 A Picture is Worth a Thousand Words / 2 Images in the Right Context / 3 Images that Resonate / 4 The Power of Adaptive Content / 5 The Result of Enticing Imagery / 6 Keep an Eye On Your Images / 7 Image-Driven Advertising Built for the Visual Web / 8
#nativeadvertising
Native Advertising Defined (Again) It’s one of the hottest buzzwords in marketing, but what exactly does native mean? Is it a sponsorship? An advertorial? Branded content? At its core, native is about advertising that aligns itself stylistically with the content of its host publication: it’s commercial content that is native to its editorial surroundings. However, depending on those surroundings and on the context in which it appears, it can take many forms: Editorial Native Appears in a similar style and content to the articles that surround it Social Native Advertising that is within the user’s social feed Display Native Integrated content within an advertiser’s display unit
*Nielsen, 6/13
1
While these approaches all differ in execution and strategy, they share one important element: they leverage big, beautiful images. The Web is becoming a more visual medium. Adoption of new devices and technology are creating a world where videos and photos are more widely shared than they have have ever been. Marketers are primed to take advantage of visual storytelling.
27 MILLION pieces of content shared daily*
#visualweb
A Picture is Worth a Thousand Words While content has become a strategic weapon in the battle for customer attention, the brands who know how to tell visual stories are the ones who will stand apart. Consumers have a visceral connection to pictures. For marketers, focusing a majority of the creative on an image alone makes it feel less like an ad and more like an experience. The image sells itself.
•
90% of the information sent to the brain is visual*
•
The brain can process images seen for just 13 milliseconds**
•
Images are processed 60,000 times faster than text*
67% say the quality of a product image is “very important” in selecting and purchasing a product***
*3M Consumer Study, 9/13 **MIT Journal, 1/14 **MDG Advertising Study, 8/13
2
#beautifulads
Images in the Right Context While images will be the driving force behind increasing consumer engagement, the context that image lives within is key. •
A site and its native ad should appeal to a like-minded consumer and possess a similar level of cultural cache
•
The ad should provide value. The image should entice the user, but the message behind it should be relevant to the site the user is on
•
The format of the ad should feel like it is part of the page, no matter what device it is being viewed on
25% more likely for native ads to be viewed by users vs. banners*
*ShareThrough Study, 9/13
3
#visualweb
Images that Resonate Understanding the who, what, when, where, why and how people share content online should be a critical insight for your brand. Not only does it inform your tactical decisions for your advertising campaigns, it predicts the future of overall marketing success as consumer behavior is trending away from mainstream advertising effectiveness and more toward word-ofmouth marketing, even online. Therefore, it is important to identify exactly what product images are being shared. By doing so, you’ll be able to discover the images that engage audiences so you can give your customers and prospects more of what they want.
16 BILLION images have been shared on Instagram*
*Nielsen, 6/13
4
#nativeadvertising
The Power of Adaptive Content Forget responsive design. The key to winning the Internet will be how quickly and effortlessly you can cast the widest net with your content. That means reaching the customer surfing blogs on her desktop, while simultaneously engaging the user scrolling through news on his smartphone – using the same, solitary piece of creative. That’s adaptive content, and that’s the future of advertising.
Stubborn banner unwilling to adapt to its surroundings. Yuck.
*HubSpot Facebook Brand Study, 10/13
5
120% more engagement for photo posts vs. text-based posts*
Ahhh. That’s better. This ad plays nicely with others.
#enticingimagery
The Result of Enticing Imagery The combination of leveraging highly compelling imagery coupled with premium integrated native placement resulted in users expressing the massive probability of making a purchase. 20%
15%
281%
10%
17.1%
5%
lift in purchase intent for users exposed to TripleLift ad vs. those who were not**
4.5% 0%
control
exposed
* Vizu + Nielsen, Brand Lift Study 1/14
6
#nativeadvertising
Keep an Eye On Your Images TripleLift has run successful image-driven native campaigns for Fortune 1000 brands including Nissan, The Gap, Kohler, among others. Below is a summary of some of the key things we’ve seen to ensure you drive the most success from your advertising.
✓✓ Images are the most important factor (over text) when trying to garner shares to social media. Users like images that are product in action rather than product in isolation when sharing these images
✓✓ If sharing is the most important metric for a campaign, TripleLift found that the right product/image can mean around a 130% lift in share rate
✓✓ Showroom images or images in the real world performed much better than stock images when it relates to engagement rates. In some cases we’ve seen CTR rates that are 15% higher when using showroom images, producing 6% stronger mouse-over rates
✓✓ The image and the title is the most important part of the ad; long body text can often be ignored
* Hubspot, Facebook Brand Study, 10/13
7
2X More likes for photo updates vs text on Facebook
#visualweb
Image-Driven Advertising Built for the Visual Web So what’s the key take-away? When seamlessly integrated alongside relevant content, visual ads help drive interaction and engagement. As the experts in delivering sponsored images, TripleLift can turn your drab, native content into visually stimulating ads that will drive eye-opening results. •
Your best content transforms into great, memorable experiences
•
Image-driven advertising creates a better, more visual web for users
•
Deliver integrated ads that consumers actually enjoy
15x Increase in CTR for TripleLift sponsored ads vs Banners*
*TripleLift platform
8
NATIVE ADVERTISING ON THE VISUAL WEB TripleLift is the leading native advertising solution built for the visual web. Leveraging pioneering ad and computer vision technology, TripleLift’s platform is designed to instantaneously integrate a brand’s most engaging imagery alongside contextually relevant content, across any device at scale, and is the first company to marry native with programmatic. The use of beautiful brand images has delivered meaningful interaction and engagement for Fortune 1000 brands, agencies, and publishers.
TRIPLELIFT.COM INFO@TRIPLELIFT.COM
10