IAB Europe White Paper: Native Advertising and Content Marketing
Today’s consumers are bombarded with advertising messages which could mean up to 5,000 messages each day. Combine this fact with the increasing use of ad blocking tools and the challenge becomes even more real and indeed some audiences have become unreachable via advertising. These contemporary challenges have meant that engaging formats and creativity have become key in online advertising. The IAB Europe Native Advertising and Content Marketing white paper provides insight into how native advertising can build better advertising experiences for consumers and therefore more meaningful relationships. It also provides guidance on key considerations for creating and distribution native advertising.
The white paper addresses:
- How native advertising enables meaningful consumer relationships
- Native advertising format types
- Key considerations for executing native advertising and content-based advertising
- The European landscape – how native advertising is developing across the different European markets
IAB Europe would like to thank the white paper leaders that helped to edit and compile the final draft:
- Jill Eekhart, Product Manager Native and Video Advertising, Sanoma
And the white paper contributors that provided the content for the white paper:
- Andrew Tenzer, Head of Insight, BBC Global News Ltd.
- David Hillier, Creative Product Lead, Adform
- Birgitta Takala, Country Manager, IAB Finland
- Allan Sorensen, Head of Digital, Danske Medier / IAB Denmark and Chair of the IAB Europe Policy Committee
- Endre Somogyi, General Manager, IAB Hungary
- Stéphane Hauser, Director General, IAB France
- Daniele Sesini, General Manager, IAB Italy
- Suzanne McElligott, CEO, IAB Ireland
- Anca Tenea, Solution Consultant, The Newsroom and member of IAB Romania
- Beata Zebrowska, Native Advertising Manager in Media Impact Polska, Onet-Ringier Axel Springer Group and Head of Content Marketing and Native Advertising Group, IAB Poland
- Charlotte Thur, CEO, IAB Sweden
- Paco Anes, Innovation, Mobile and New Media Manager, IAB Spain
- Clare O’Brien, Head of Industry Programmes, IAB UK
- IAB Turkey
- Libby Wright, Worldwide Content Lead, MediaCom
- Peter Kokavec, Research Coordinator, SPIR / IAB Czech Republic
- Jean-Paul Edwards, Strategy and Product Development Director EMEA, OMD
- Ben Pheloung, Director of Sales and Account Management, PulsePoint
- Mick Loizou Michail, Director EMEA Native Ads Solutions, Yahoo!
Americ Ngwije, Manager, Native Ads Strategy, Yahoo!
- Charlotte Diemer, Director of Content and Insights, Teads