The Native Revolution: Digital Advertising in a Multi-Device Scenario - Presentation by Luca Ascani, Co-Founder & Chairman of Populis at the NOAH 2013 Conference in London, Old Billingsgate on the 13th of November 2013.

1. THE NATIVE REVOLUTION:
DIGITAL ADVERTISING IN A MULTI-DEVICE SCENARIO
NOAH CONFERENCE, NOVEMBER 2013

2. KEY FACTS
LEADING MEDIA & TECHNOLOGY PLATFORM
•
Founded in 2006, by Luca Ascani and Salvatore Esposito
•
We are Digital Media Publisher with leading brands in Europe and
South America
•
We are a Platform offering Scalable Monetization Solutions to
Influencers and Independent Publishers
•
130+ Staff - Offices in Dublin (HQ), Munich, Milan, Rome and Sao Paolo
•
Awards: Red Herring 100 (2010), Media Momentum (2011) and
Deloitte Technology Fast 50 (2012)
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3. THE MULTI-DEVICE DISRUPTION
WITH MOBILE SHIPMENTS
OVER 1.8 BILLION UNITS
AND TABLETS NEAR TO
184 MILLION UNITS WE HAVE
CROSSED INTO THE NEW
DIGITAL WORLD
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Source: Gartner (October 2013)

4. THE MULTI-DEVICE DISRUPTION
FROM
MULTI-DEVICE
CONSUMPTION TO
MULTI-DEVICE MAJORITY
(54% OF DIGITAL CUSTOMERS)
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Source: comScore 2013

5. THE MULTI-DEVICE DISRUPTION
MORE DEVICES =
EXTENDED REACH +
BUSINESS OPPORTUNITIES
FOR MEDIA COMPANIES
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6. CUSTOMER CENTRIC MARKETING EXPERIENCE
traditional Banner solutions have limits in a multi-device scenario: we
need to provide a unique experience engaging the audience by relevant
cross-device content
NATIVE ADS VS BANNER ADS
CHOICE VS INTERRUPTION
+75%
ENGAGEMENT
+52%
VISIBILITY
BANNER ADS
NATIVE ADS
INTERRUPTION
CHOICE
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Source: Nielsen Adv Research, 2012

7. THE NATIVE OPPORTUNITY
MARKET
MEDIA
USER
NATIVE
Internet spend is growing and will rise almost 25% by 2015. Mobile
grows seven times faster than desktop Internet spend ($33.1 billion,
25.2% of Internet spend by 2015)
the rapid growth of mobile ads should come as no surprise since
smartphones and tablets are becoming the primary way to go online:
54% of users shows a multi-device attitude (51% by mobile devices)
Brands need to engage rather than interrupt their audience providing a
valuable content experience
MARKET
TREND
CROSS
DEVICE
USER
EXPERIENCE
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Source: comScore 2013 / Display ads in sales, ZenithOptimedia, Sept. 2013

8. POPULIS PUBLISHER NETWORK (PPN)
ENGAGEMENT RATHER THAN INTERRUPTION
•
end-to-end native advertising solution to
connect Brands to digital key influencers
•
complete suite of native advertising products
(SMA, Product Test, Social Video) to boost the
audience experience
•
cross-publisher and cross-device
distribution of relevant branded content
(native ads, social content and social video)
•
1.000+ publishers registered among Europe
and Brazil
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9. PUBLISHER NETWORK: MAIN AD TYPES
SOCIAL MEDIA AD
PRODUCT TEST
SOCIAL VIDEO
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10. PUBLISHER NETWORK: TOP VERTICALS
GLOBALLY OVER 50 M UU
Beauty&Fashion
8,5 M UU
Lifestyle
18,5 M UU
Automotive
8,6 M UU
Tech & digital
5,6 M UU
Sports
7,5 M UU
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* Marketing Populis - 2013

11. TOP CLIENTS
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12. PUBLISHER NETWORK: BUSINESS OVERVIEW
CONTENT IS THE KING & DISTRIBUTION IS THE QUEEN
BUSINESS MODEL
Multi-device approach to the
Digital Advertising Market
EXPERIENCE IS CRUCIAL
from Banner Ads to Native
Ad Solutions
OPPORTUNITY
potential global market of
$40.2 billion (display ads 2013)
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Source: Display ads in sales, ZenithOptimedia, Sept. 2013

13. Luca Ascani
Co-Founder & Chairman
email: ascani@populis.com
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