3. Key facts on Youtube GCC3
70% of affluent population under 30 years
old
Highest mobile penetration in the
world. Over 60%
3x as many videos viewed per day as the
average US watcher
167 million views per day across Middle
East. 90 million originate from Saudi Arabia
8. 8
4 guiding principles
1. Don’t say what you are. Be what you are
2. How you engage your audience can help to
build your brand around its promise.
3. Capitalize on expanded brand license.
4. Advertising = Content.
21. 21
Recommended metrics to look at
Paid: Ensure content surfaces to the right audience
Owned: Express brand through compelling videos to create authentic, long-
term relationships with your audience
Earned: Tie paid to owned media. Measuring this earned effect will help
optimize for more impact
23. 23
“There is a renaissance underway in digital
advertising that is driving brands, publishers
and consumers to communicate with each
other in more personal and natural ways.
Native advertising is an important piece of
this evolution”
- Patrick Albano, Yahoo
24. 24
What is native advertising anyway
To a large extent, native is in the eye of
the beholder, depending on where one
sits in the ecosystem and the strategic
and media objectives of the marketer
25. feel native advertising
increases consumer
engagement
63%
of brands
Source: Stateofnativeadvertising.hexagram.com,, BIA/ Kelsey april 2013
Brands love native adverting
…. And consumers too
28. Banners grew in size by 40%
New formats introduced
Clicks volume has been declining
CTR levels decreased by 87%
This is mainly caused by
BANNER BLINDNESS
& Mobile screen sizes
Display banner
Displaybanner
Display banner
Displaybanner
Display banner
Displaybanner
FALL OF CTR
2003 2014
year
The decline of banner advertising
29. Social media and birth of Native Ads
Logically, they seed Ads in people’s news feeds as well.
For publishers: Native Advertising is born
that can fall under Native category today.
30. 30
Clear definition of Native Advertising
Native advertising is a concept
encompassing both an aspiration as
well as a suite of ad products. It is
clear that most advertisers and
publishers aspire to deliver paid ads
that are so cohesive with the content,
assimilated into the design, and
consistent with the platform behavior
that the viewer simply feels
that they belong.
31. 1. Integrated
Embedded Content that respects the look and feel of the
site
2. Non-Intrusive
Respect the site user experience to trigger click
3. Transparent
Does not mislead the user. It is clearly identified as
sponsored
4. Affinity
Messages are contextualized in a quality environment
5. Story Driven
Entice the user interest organically for triggered response
Five key features of Native Ads
32. 32
Common types of Native Advertising
IAB identified the six main types
that can fall under Native category today.
Reference: THE NATIVE ADVERTISING PLAYBOOK