Olympia Pratesi (Outbrain) - Come incrementare le vendite del tuo ecommerce con il Native advertising | eh2020
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The document discusses how to increase e-commerce sales through native advertising, highlighting its effectiveness compared to traditional ads. It presents data showing that native ads achieve higher engagement and purchase intent, forecasting significant growth in native ad spending. Best practices for implementing native advertising strategies, such as repurposing existing ads and focusing on content-driven campaigns, are also provided.
Olympia Pratesi (Outbrain) - Come incrementare le vendite del tuo ecommerce con il Native advertising | eh2020
- 2. Come incrementare le vendite del tuo eCommerce con il Native Advertising: Strumenti e best practises Olympia Pratesi Team Lead Agency Sales - Outbrain Italia +
- 3. Agenda 1. Native Advertising & Outbrain Intro 2.The Power of Discovery for eCommerce: Data & Insights 4. Best Practises & Success stories 3.Delivering Results
- 4. Why Native
- 5. : Advertising that matches the form, feel and function of the content of the media on which it appears.
- 6. “By 2025, we predict Native will reach its tipping point and be the preferred form of advertising.”
- 7. EUROPE Ad blocking Across Devices and Global Regions % W H O U S E A N A D - B L O C K E R A T L E A S T O N C E P E R M O N T H NORTHAM LATAM 38% 25% 15% 35% 29% 14% 36% 23% 13% MEA 37% 35% 15% APAC 40% 41% 18%
- 8. Consumers almost universally hate to be interrupted …and they skip over ads that annoy them That interrupts or disrupts their online experience D I S L I K E A N A D When it interrupts their online experience I G N O R E A N A D
- 10. In Italy Outbrain interviewed +1.000 users to demonstrate the effectiveness of different advertising formats
- 11. of consumers do not like advertising that interrupts or disrupts their online activity will remember a brand following a positive interaction 29%85%
- 12. Native Advertising simply works better 53% More consumers look at Native Ad formats vs. banner ads* x8.8 Higher engagement than traditional Display formats** * IPG Media Lab, 2017, **eMarketer, 2018, ***Oath, 2018 +15% Purchase intent after clicking a Native Ad vs. a banner ad***
- 13. NativeAdvertising simply works better More consumers look at Native Ad formats vs. banner ads* * IPG Media Lab, 2017, **eMarketer, 2018, ***Oath, 2018 53%
- 14. NativeAdvertising simply works better Higher engagement than traditional Display formats * IPG Media Lab, 2017, **eMarketer, 2018, ***Oath, 2018 X8,8
- 15. NativeAdvertising simply works better Purchase intent after clicking a Native Ad vs. a banner ad*** * IPG Media Lab, 2017, **eMarketer, 2018, ***Oath, 2018 +15%
- 16. NativeAd Spending Forecasted Growth 2020-2025 0 20 40 60 80 100 120 140 160 Western Europe North America APAC LATAM 2020 2025
- 17. In Italy, Native will grow from $1,4 Billion in 2020… …to $6.8Billion in 2025
- 19. Discovery at scale. Powering the world’s most premium websites and news feeds in the world. Premium Partnerships *Comscore, 2019, *Outbrain internal data, March 2019 290 Billion Monthly Discoveries*
- 21. Repurpose your Facebook ads for Native
- 22. Repurpose your top performing search ads for Native The perfect international plan for you & your family. FWD Insurance
- 23. The Power of Discovery for Ecommerce: Data & Insights
- 24. eCommerce, crescita nel 2020 prevista al +26 per cento *Datidell'OsservatorioB2cdelPolitecnicodiMilano La situazione attuale: gli acquisti eCommerce B2c per comparto merceologico
- 25. The Power of Discovery vs Search and Social
- 26. The Halo effect of Premium environments 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Trust Clicks Purchase Impact of environment on ad trust, clicks and future purchases Publisher Sites Social Media Sites
- 27. The Sales Effect 0 5 10 15 20 25 30 35 40 45 Easy to understand Trustworthy Inspire future purchase Likely top make me feel positive about a brand likely to make me click likely to make me purchase Native Discovery vs Social & Display ad formats Outbrain Display Social Outbrain recommendations, are more informative, elicit positive feelings about a brand and encourage call to action compared to social and display ads
- 29. Outsmart competitors Increasing cost of acquisition Reach the right target audience E-commerce Challenges Low Retention ( LTV)
- 31. Device Targeting OS / Browser Targeting Custom Audiences Server-to-Server Tracking Geo / Zipcode Targeting Story Sequencing 3rd Party Targeting Interest Targeting DMP/CRM Targeting Lookalike Audiences Targeting the Audience That Converts
- 33. Landing Pages To generate leads Write clear call to actions Create short forms Include important info in the 1st paragraph Reference experts & use reviews Offer more than information
- 34. LP Technology
- 35. LP - Ecommerce
- 36. Landing Pages To Generate Sales Maintain a theme Take advantage of seasonality Retarget with dedicated landing pages Amplify expert reviews or earned media Take consumers to product selection page
- 37. LP – Product
- 38. LP – Ecommerce
- 39. How effective is Native for Ecommerce Success Stories
- 40. Case Study - 40% Velasca reaches a and reduces the with Outbrain Discovery Fashion/Lifestyle To generate high-quality traffic - 15%
- 41. 200% ROI Retail Awareness, Visits & Conversions Made.com generated a thanks to 1.5% Conversion Rate 3.75 Page/session Case Study
- 42. - 75% - 40% Case Study +260% ROI Bodeboca increased their ROI with Outbrain Discovery CPG Conversion/Sales
- 43. Fashion/Lifestyle New Visitors, Qualified Traffic, Sales Le Slip Français generated a to their site with Outbrain -30% Outbrain ‘CPV utile’ vs other Display channels #1 Provider of new sessions Case Study
- 44. 3 Building Blocks for Successful E-Commerce Campaign Use Content It’s important to drive consumers to content rather than directly to a landing page/home. Consumers need to be educated, especially with information that’s more challenging. 1 2 Use Data Know which audience segments are converting, and find lookalikes for those high convertors. 3 ‘Always On’ is Key Campaigns that use an always on approach have the time to optimise and therefore perform the best!
- 46. Q&A