Easa board native advertising madrid, 23 april 2015

‘Native’ Digital AdvertisingNick Stringer – Director of Regulatory Affairs, IAB UK

What is ‘Native’ Digital Advertising?

Content & Native is one fifth of UK digital display advertising

New for 2014: Content marketing = paid for sponsorship, advertisement features, in-feed & native distribution tools SOURCE: IAB / PwC Digital Adspend Full Year 2014

There are 3 key ingredients to getting it right:

Relevance Value Clarity

• Do I feel as though I

am being tricked?

• Do I know who it’s

from?

• Is this for me?

• Is this relevant to the

brand?

• Does it feel like other

content I consume?

• What’s in it for me?

Basic ingredients for adding clarity

Visual cue Label/description Clear visual demarcation

New UK market guidelines published on 9 February

www.iabuk.net/contentnativeguidelines

Key drivers for the new guidance

1. To provide businesses with clear and practical steps –

based on consumer research - to make it easier for

consumers to spot native ads.

2. To help businesses adhere to the UK CAP Code –

“marketing communications must be obviously

identifiable…” (Rule 2.1).

1. To help business comply with the UK Consumer Protection

from Unfair Trading Practices 2008.

2. To allow for consumer expectations as well as market

innovation.

Phase One: Native Distribution

Three good practice principles

1. Provide prominent visual cues (eg brand logos, different

design / font to editorial).

2. Use a reasonably visible label to demonstrate commercial

arrangement is in place.

3. Ensure that the marketing communication adheres to the

UK CAP Code.

Examples

Discovery / recommendation unit In feed / In stream Video In feed / In stream

Phase Two: Non-Formats

Thanks! @nickstringer