This PowerPoint presentation discusses establishing definitions for digital advertising, specifically content and native advertising. It provides context for new definitions by explaining what native advertising is according to Wikipedia. Examples of different types of native ad formats are shown, and an early conceptual model is presented that categorizes different types of advertiser-owned, branded content, native formats, and paid content. The presentation notes the importance of clear definitions and disclosure standards. It also reviews existing advertising regulations and regulators in the UK that cover issues like disguised marketing communications. The IAB's working group on content and native advertising definitions is working to supplement industry codes with agreed good practices.

1. This is a PowerPoint presentation
17 April 2014
Content and Native: establishing
the framework for new digital
advertising definitions
Clare O’Brien, Senior Programmes Manager, IAB | April 1st, 2014

2. Out of the blue…..

3. Out of the blue…..
iabuk.net/contact

4. Out of the blue…..
iabuk.net/contact

5. And on opposite sides of the Atlantic…..
iabuk.net/contact

6. Native definition
Native advertising is an online advertising
method in which the advertiser attempts to gain
attention by providing content in the context of
the user's experience. Native ad formats match
both the form and the function of the user
experience in which it is placed. The advertiser's
intent is to make the paid advertising feel less
intrusive and thus increase the likelihood users
will click on it.
Wikipedia

7. Native definition
Native advertising is an online advertising
method in which the advertiser attempts to gain
attention by providing content in the context of
the user's experience. Native ad formats match
both the form and the function of the user
experience in which it is placed. The
advertiser's intent is to make the paid advertising
feel less intrusive and thus increase the
likelihood users will click on it.
Wikipedia

9. US-driver: the iab’s Native Advertising
Playbook responds rapidly

10. The IAB’s Content / Native Advertising
working group

11. Definitions are an urgent requirement
We need to establish clear
disclosure standards so
consumers know exactly what
content is paid for by brands
when they engage online

12. Paid-for-content? Dozens of scalable and
customised advertiser opportunities
Formatted advertising Editorial / UGC

13. De-muddying the waters
• Definitions
• Labels
• Industry – what’s being traded
• Consumer-facing – what people can
understand when they are
consuming media
•A standardised
framework for
Disclosure

14. Ad formats… example

15. Paid / Paid for content… examples

16. Paid / Paid for content… examples

17. Native formats… examples

18. Native formats… examples

19. Native formats… examples

20. An early bucket model
Advertiser
owned
Media owner revenues (brand-based)
Branded Content Native formats Paid / Paid for
content
Advertising
• Advertiser
owned: conceived,
made and
managed
• Eg website / app…
Content elements
(article, slides,
video, app, social
pages / sharing)
• Contract
publishing
• Automated (scale)
content / audience
aggregators / content
matching:
• In-feed content
• In-line
• 3rd party
recommendation tools
• 3rd party curated /
aggregated / amplified
• ‘Content experience’
ads
• Sponsored content
(publisher made,
looks like
surrounding editorial
– signed off by
publisher)
• Advertisement
feature
(signed-off by
advertiser, managed
by the publisher,
best practice to
distinguish from
surrounding content
– not always case)
• Customised
• Customised /
Proprietary /
Standard ad
formats
• Looks like an ad
format – can be
populated with
dynamic, related
content
• Promoted listing

21. The law:
Consumer
Protection from
Unfair Trading
Regulations (2008)
Ad Industry
Regulatory Code:
CAP
Advertising
Standards Authority
(ASA)
Statutory
Regulator:
OFCOM
Trading
Standards
Board (TSB)
Competition
and Markets
Authority
(CMA)
IAB UK: no formal stake,
but we are working with
industry to supplement the
industry code with industry
agreed good practice
Statutory
Regulator:
Office of Fair
Trading
(OFT)
Regulated
by…
Law is followed
through…
Regulated
by…
Is the legal
backstop to…
APRIL
2014 split
between…
How is this space regulated?

22. Existing regulation for ‘native advertising’
1. The Consumer Protection from Unfair Trading Regulations 2008 states
that marketing communications must not be disguised to the
consumer.
2. The CAP Code – the advertising industry code that is independently
administered and enforced by the Advertising Standards Authority
(ASA) – states (rule 2.1) that marketing communications must be
obviously identifiable as such.
3. As with all other advertising, the content of the marketing
communication itself is regulated by the rules outlined in the CAP
Code.
www.iabuk.net/policy/briefings/the-consumer-protection-from-unfair-trading-regulations-2008.
www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML.aspx
www.cap.org.uk/Advertising-Codes/Non-broadcast-HTML.aspx

23. Sponsorship is not covered by CAP
• A Partnership
• Subject is influenced by the
sponsor
• Created and signed off by
the media owner
• Regulated by the PCC
(soon to be IPSO)
• This is NOT Native
Advertising and covered by
the PCC (Independent
Press Standards
Organisation from 1st May)

24. iabuk.net/contact
Get involved… Use your
membership or become a
member and contribute.
Contact: clare@iabuk.net