This webinar provides insight into how native advertising enables both publishers and advertisers to build more meaningful consumer relationships. It also outlines the key stakeholders involved in native advertising and content marketing and their key roles and responsibilities.

1. Building more
Meaningful Consumer
Relationships with Online
Native Advertising
IAB Europe Webinar
7th February 2017

2. • Moderator: Alison Fennah, Executive Business Advisor, IAB Europe
• Eloise Smart, Global Director Brand Strategy, BBC Storyworks
• Libby Wright, Worldwide Content Lead, MediaCom
Today’s speakers

3. • IAB Europe Native Advertising and Content Marketing white paper
• Pan-European definitions
• How native advertising enables meaningful consumer relationships
• Stakeholders, roles and responsibilities
Today’s agenda

4. IAB Europe Native Advertising and Content
Marketing Task Force

5. IAB Europe Native Advertising and Content
Marketing White Paper
Content:
• Introduction
• How Native Advertising Enables Meaningful Consumer
Relationships
• Business Model
• Native Advertising Distribution Formays
• Guidance for Businesses on Applicable EU Rules
• Operational Considerations
• European Landscape
• Conclusions
• Case Studies
• With thanks

6. Pan-European definitions
• Native distribution ad formats: ad units used for the automated distribution of content at scale and
that align to the style and format of the surrounding environment.
• Content-based advertising: commercial content that is advertiser-controlled or jointly
publisher/advertiser controlled (e.g. online advertorial, advertiser funded content or advertisement
features) and is designed to fit with the format and style of the surrounding editorial content.

7. How native advertising enables
meaningful consumer relationships
Eloise Smart, Global Director Brand Strategy, BBC
Storyworks

8. How native advertising enables meaningful
consumer relationships
Inspiring content
Value and trust
Transparency
Consumer expectations

9. How native advertising enables meaningful
consumer relationships
Publisher perspective
Branded Content On-network distribution
(BBC News article pages)
Off-network distribution (Social)

10. How native advertising enables meaningful
consumer relationships
A greater opportunity to be noticed
A more sustainable mechanism
A mechanism to segment audience needs
and interests
An opportunity to differentiate brand
through service
Advertiser perspective

11. Stakeholders, roles and responsibilities
Libby Wright, Worldwide Content Lead, MediaCom

12. Stakeholders, roles and responsibilities
Media Agency
• Project management; media plan
• Contact / liaison
• Oversee content development
• Review all deliverables
• Manage data
• Status updates

13. Stakeholders, roles and responsibilities
Media Agency
• Project management; media plan
• Contact / liaison
• Oversee content development
• Review all deliverables
• Manage data
• Status updates
Media Owner / Partner
• Execution in response to media brief
• Provision of delivery data/ reporting
• Manage third party relationships
• Ensure campaign delivery to timelines

14. Stakeholders, roles and responsibilities
Media Agency
• Project management; media plan
• Contact / liaison
• Oversee content development
• Review all deliverables
• Manage data
• Status updates
Media Owner / Partner
• Execution in response to media brief
• Provision of delivery data/ reporting
• Manage third party relationships
• Ensure campaign delivery to timelines
Client
• Briefing document
• Provide feedback
• Approval of all content
• Input to development / production

15. Stakeholders, roles and responsibilities
Media Agency
• Project management; media plan
• Contact / liaison
• Oversee content development
• Review all deliverables
• Manage data
• Status updates
Media Owner / Partner
• Execution in response to media brief
• Provision of delivery data/ reporting
• Manage third party relationships
• Ensure campaign delivery to timelines
Client
• Briefing document
• Provide feedback
• Approval of all content
• Input to development / production
Creative agency
• Provision of brand guidelines and logos
• Create branded assets required
• Feedback where appropriate

16. Q&A

17. Thank you & next steps
Watch and share the webinar recording – this will be on our website in the next couple of days
Register for the next webinar in the series - The Native Advertising and Content Marketing landscape
across Europe - Tuesday 14th February 15.00 CET / 14.00 GMT
Please provide your feedback in the survey at the end of this webinar
Download the IAB Europe Native Advertising White Paper

18. Interact 23-24 May, Amsterdam
The New Rules of Engagement!
Early Bird rate: €850 exc. VAT
www.interactcongress.eu
MIXX Awards categories
• Display Advertising
• Mobile Advertising Video Advertising
• Social Media
• Search Advertising.
• Native Advertising
• Branded Content
• Responsive Display Advertising
• Virtual and Augmented Reality experience.
• Campaign Effectiveness
• Programmatic Advertising
• Integrated Advertising
• Effective Use of Data

19. IAB Europe is the voice of digital business and the leading European-level industry association for the
interactive advertising ecosystem. Its mission is to promote the development of this innovative sector by
shaping the regulatory environment, investing in research and education, and developing and facilitating
the uptake of business standards.
CONTACT
Marie-Clare Puffett puffett@iabeurope.eu
Business Programmes Manager, IAB Europe
@iabeurope
/iab-europe
www.iabeurope.eu