3. 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
4. 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?
6. New UK market guidelines published on 9
February
www.iabuk.net/contentnativeguidelines
7. 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
9. 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.
This is the model that consumers use to process content
Happens in a split second
Relevance is pretty basic but it’s the thing that the consumers in the research keep coming back to. If its not relevant they are simply not going to read it.
Value – 3 criteria – is it entertaining, informative or useful?
The next video is about relevance……
Enhance consumer confidence, be in a stronger regulatory position, reduce/minimise risk of complaints
Logos need to be big enough and clear enough to spot
Presence required legally but language used is less important to consumer
Make it look different to non-commercial content
