Native Advertising Workshop

IAB Ireland is a member of the global IAB network of online advertising trade associations. Affiliated to IAB US and IAB Europe, IAB Ireland shares the IAB purpose to PROVE, PROMOTE and PROTECT the online advertising industry.IAB Ireland is a not for profit organisation.

IAB Ireland

IAB Ireland invite you to a multi-disciplinary and practical workshop to creating, developing, executing and managing native advertising campaigns.   Taken from the perspectives of media partners and brand marketers, this workshop will give mid to senior marketing and media professionals the insight and practitioner advice on the use of native advertising for todays strategy in a digital world. Cross platform Native Advertising adspend in Ireland at €45m was 33% of total digital display adspend for 2015 - and all indicators are that the use of Native is expected to show strong growth in the the coming years. With dynamic Guest speakers from the media and brand marketing worlds, this course will give delegates views from "both sides of the fence" to help you maximise the use this growing discipline in digital marketing. Facilitated by IAB Consultant, Steve Thompson, this workshop day is curated to give you the practical insight and guidance to help you revitalise your engagement practices with audiences. 
AGENDA: Welcome and Introductions
 Session 1  - Development of Native Advertising History and evolution IAB guidance and definitions Why Native? - Thinking about devices, audience demand and time, moments, Buying native advertising Coffee Break Session 2 -  Native advertising - a media owners perspective Telling brand(ed) stories in a crowded media landscape Principles of audience engagement in differing media environments The importance of storytelling Choosing the right media partner Principles of creative content design What works and what doesn't work Case studies Guest speakers: Hugo McCafferty, Native Editor &amp; Mitchell O'Gorman, Campaign Manager, Independent News &amp; Media Lunch Session 3 - Preparing an effective brief for a Native Ad campaign - encouraging collaboration between brand, agency &amp; publisher" Telling brand(ed) stories in a connected world Where does native advertising sit within the marketing mix Short, medium and long term issues Working with creative agencies, media buyers and media owners The impact of native advertising on integrated campaign performance What works and what doesn't work Case studies Guest speaker: tbc Coffee Break Session 4 - The effectiveness of native advertising Measuring the effectiveness of native advertising over time Using data sources to inform your campaigns - understanding demand, activation, engagement, view through Campaign optimisation The role of attribution Guest speakers -  Final words  - Looking ahead and further afield Innovation and future opportunities Perspectives from the rest of Europe and the US Feedback and Close

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Native Advertising Workshop

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Native Advertising Workshop

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