The Leading Hispanic Native Advertising Company

The Leading Hispanic
Native Advertising Company
AdServer + Marketplace
Index
What is NativeAD?
3
What are NativeAD Server and NativeAD Marketplace?
4
Why NativeAD?
5
1. NativeAD Server
7
1.1 Technology
8
1.2 Technical Aspects
10
1.3 Campaign and Content Activation
11
1.4 Dashboard
12
1.5 Home Page Formats
13
1.6 IAB Native Advertising Playbook
14
1.7 Content format
15
1.8 Pricing
16
2. NativeAD Marketplace
18
2.1 Publication Process
19
2.2 How does the certification system work?
20
2.3 NativeAD Manual 21
2.4 Revenue Share
22
3. Media Partners
23
4. Campaign Examples
24
Contact26
NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
What is NativeAD?
NativeAD is an AdServer + Marketplace that
integrates branded content in a native way
into editorial media spaces, and analyzes
engagement metrics and social media
amplification.
NativeAD serves branded content at scale in the format of native advertising.
What is Branded Content?
What is Advertising at Scale?
Branded Content is created by brands of
great interest to users, where the brand’s
values are present from the beginning of the
communication strategy.
Advertising at Scale is the distribution of the
same branded content to different Publishers.
Since the unit cost of production is reduced, a
larger portion of the campaign budget can be
allocated to achieve larger reach.
What is Native Advertising?
Native Advertising integrates branded content
into editorial media spaces with the same
look&feel and the same user experience as the
rest of the editorial media content.
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NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
What are
NativeAD Server and
NativeAD Marketplace?
NativeAD Server is a platform that distributes
branded content. The Content is natively
integrated on the Publisher’s site and is
managed as a traditional ad server (planning,
campaign activation and measurement of
results) allowing an efficient management of
the editorial inventory for native advertising
campaigns.
NativeAD Marketplace offers Publishers the
opportunity to monetize campaigns of brands
that are not their current clients, and are
interested in distributing their content at scale
in large-traffic networks of premium media.
NativeAD filters and guarantees the content
distribution with editorial relevance.
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NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
Why NativeAD?
NativeAD is the Leading Hispanic
Native Advertising Network with
Premium Media.
Hispanic Network
Content Certification
NativeAD’s content certification
system ensures Publishers receive
relevant content and that legal and
editorial lines are respected.
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Pay per Engagement
Monetization by engagement is what
brands are looking for in a
Native Advertising Campaign.
NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Server
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1. NativeAD Server
NativeAD’s Server works in four stages:
Planning, CMS, Server and Metrics.
Planning
Server
Planning starts with the selection of the
position of the content in different Publishers.
Through the planning tool, a budget per
Publisher is allocated in the campaign and the
dates of the campaign are specified.
NativeAD Server publishes the content that
the Planner has previously uploaded to the
CMS in the Publisher´s editorial spaces in an
integrated way with the same look & feel and
functions as the rest of the content.
Targeting can be done by age, themes,
number of impressions, geographic zones,
multi-media formats and multi-devices.
NativeAD Server embeds the content in the
homepage, (with a title plus summary), and in
the landing page (from the template).
CMS
NativeAD Server works in conjunction with
the Publisher’s own display server (that serves
other types of content).
Next, Planners confirm the activation of the
campaign by uploading the campaign content
(text, video, links…) to NativeAD’s platform.
This is later distributed to the editorial stream
of the selected Publishers.
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Metrics
NativeAD offers real-time visibility and
engagement metrics that go beyond
unique visitors or impressions, by offering
engagement metrics that cover: content visits,
text engagement, video viewing time, number
of link clicks and social outreach through likes
and shares on Facebook and Retweets on
Twitter.
NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Server
1.1 Technology
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NativeAD is an advertising platform
developed to distribute in real-time branded
content through multiple supports and devices
on a massive scale.
Branded content is introduced into the
platform that simulates previews of full articles
in multimedia formats, with multiple headlines,
and combinations of summaries, images and
video.
Campaign attributes such as validity, target
and selected Publishers are introduced into
NativeAD’s campaign management tool.
Campaign results are accessible through the
engagement metrics dashboard.
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On the Publisher´s side, a small java script
(30Kb) is embedded in the site, allowing the
selection of positions of native advertising
through the server´s templates and the
management of the new native ad inventory
through web, mobile and TV devices.
Once NativeAD´s code is embedded,
campaigns can start to be managed. Positions
on the homepage are linked to destination
pages that are created from page templates
from the Publisher. The ad server fills the page
respecting styles and other original elements
of the Publisher, including display advertising.
The native content is served by the Publisher
and adjusts to the page´s design.
NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Server
Editors can increase their native ad inventory
whenever desired by adding positions and
sections. Based on the available traffic for
the native inventory of the traffic network and
the target segmentation, the prediction tool
allows visualize the available traffic for the
campaigns that can be assigned in real-time
based on the number of impressions or content
consumption, taking into account KPIs of each
campaign.
NativeAD´s metrics are the most complete of
the market when it comes to managing content
offering impressions, CTR, engagement ratios,
reading ratios, page scrolls, links to landing
page, video plays, video consumption of up
to 50% and social amplification (likes, shares,
and retweets).
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NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Server
1.2 Technical Aspects
For publishing and metrics purposes,
Publishers need to integrate with the
NativeAD platform through the inclusion of a
java script library.
The library is included on the Publisher´s site
and permits display and measurement of
the campaign. The library is light (less than
30Kb), fast (served from Amazon´s CDN),
respects the look & feel of the Publisher
and the rest of display advertising, and
offers similar integration to banners on the
homepage.
The native content on the Publisher’s site
requires a blank page in the medium so that
NativeAD can fill the editorial space with
content.
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NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Server
1.3 Campaign and
Content Activation
The Dashboard includes an editor for
Campaign Activation. It is very flexible,
allowing for the creation of different articles
with different formats.
It is very functional, offering drag and drop
features to add multimedia to the platform.
The Dashboard includes the possibility of
including more than one headline to improve
performance of the campaign, and functions
to take into account Publishers´ differing
editorial styles.
Editorial content can be pre-visualized on the
Dashboard before publication.
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NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Server
1.4 Dashboard
NativeAD’s Dashboard is an online graphic
visualization tool that permits real-time
result analysis. The Dashboard shows
detailed information of the campaign
through attractive graphics that, through an
instantaneous vision, show the gradual use
of the budget, data on visualization and
campaign consumption, and the possible
social amplification of the campaign.
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NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Server
1.5 Homepage Formats
NativeAD personalizes the content
positioning based on the look & feel of
each Publisher’s Property and the desired
differentiation with the rest of the editorial
content.
The four different formatting options are:
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PUBLICIDAD NATIVA
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A.Item integrated on the homepage with the
same look & feel as the rest of the content,
without a box, with the same font and
the same background. The commercial
disclosure tag is :”Native Advertisement”.
B. Item integrated on the homepage with
same look & feel as the rest of the content,
without a box, and using the same font
and background color. The commercial
disclosure is identified by a tag of :
“Sponsored by..” plus the logo of the
brand sponsoring the content.
C. Item integrated on the homepage with
the same font as the rest of the content
but marked by an outlined box that
separates editorial content from branded
content. The disclosure tag line is: “Native
Advertisement.”
D.Item integrated on the homepage with
the same font as the rest of the content
but marked by a background shadow
of a different color that clearly defines
the commercial nature of the article.
The disclosure tag reads: “Native
Advertisement.”
NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Server
1.6 IAB Native Advertising
Playbook
NativeAD offers the most premium
ad formats covered in the IAB Native
Advertising Playbook. The IAB is a leading
organization that has developed guidelines
to standardize native advertising at a global
level.
IAB considers that when evaluating native
advertising options, marketers should consider
five core questions:
Form: How does the ad fit with the overall
page design? Is it in the viewer’s activity
stream or not in-stream?
Function: Does the ad function like the other
elements on the page in which it is placed?
Does it deliver the same type of content
experience, e.g., a video on a video page or
a story among stories, or is it different?
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Integration: how well do the ad unit’s
behaviors match those of the surrounding
content? Are they the same, e.g., linking
to an on-site story page, or are new ones
introduced?
Buying and Targeting: Is the ad placement
guaranteed on a specific page, section, or
site, or will it be delivered across a network of
sites? What type of targeting is available?
Measurement: what metrics are typically used
to judge success (on native advertising)? Are
marketers more likely to use top-of-the-funnel
brand engagement metrics (e.g., views, likes,
shares, time spent, content consumption) or
bottom funnel ones (e.g., sale, download,
data capture, register, etc.)?
NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Server
1.7 Content format
Depending on the multimedia components
of the campaign, the content on the landing
page can be launched in 5 different format
types:
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Classic article
Slideshow
Video
Vídeo + text
NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
Listicle
NativeAD Server
1.8 Pricing
NativeAD charges Publishers for each
interaction with the served content (browser
impressions, mobile device impressions,
posts, tweets, clicks on links, video views,
reading of text, content likes, shares on
Facebook and on Twitter) and for the design
and integration of each positioning.
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$
$
$
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Access to NativeAD Server is granted through
a monthly fee and includes access to metrics,
technical support, maintenance…
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The design of each homepage position +
landing page position has a one-time cost per
position.
NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Marketplace
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2. NativeAD Marketplace
Publishers can increase their inventory value
by accessing NativeAD Marketplace and
monetizing editorial spaces with content
exclusively relevant to their audience.
NativeAD Marketplace offers scalability,
metrics, and a content-quality certification
system.
Scalability
Brands look for scalability in their marketing
strategies and need to add audiences
of different media and diversify targets.
NativeAD gives Publishers access to
campaigns targeted at broad audiences.
Metrics
NativeAD allows advertisers to plan integrated
content campaigns and unify metrics across
different devices in real time.
Certification
NativeAD, in collaboration with EFE,
guarantees relevance of the distributed content
to every Publisher. Nevertheless, the Publisher
has the last say on the decision to publish.
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NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Marketplace
2.1 Publication Process
Before the content is distributed, NativeAD
and EFE certify content quality through a
system of 300 revision points. The NativeAD
seal guarantees that the content complies
with the legal and editorial requirements
demanded by each Publisher.
NativeAD sends content to Publishers with
the corresponding certificate, and finally, the
Publisher decides if the content is published on
the site.
The certification system is based on a grading
system from 0 to 100 points. Every Publisher
decides what minimum score the content
needs to have to pass the selection filter.
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When the content obtains the minimum score
required by the Publisher, NativeAD publishes
content that the planner has uploaded to the
CMS (text, video, links…) to the editorial
spaces the Publisher selected, in an integrated
fashion with the same look & feel and
functions of the rest of the content.
NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Marketplace
2.2 How does the
certification system work?
Brands produce quality content, based on
the NativeAD Manual, that are later certified
by our team and EFE.
Editorial Quality
NativeAD certifies the editorial value of the
content through two processes:
Step 1: Content certification
Analysis of the content is carried out by
experts of NativeAD and EFE, including media
style guides, semantic analysis, and legal and
thematic requirements of the Publishers.
The 300 evaluation criteria can be divided
into 5 groups:
• Brand value
• Technology
• Narrative elements
• Interest
• Legal Aspects
Every criterion has a score and a weight
depending on its editorial value. Rating
must be over 50% to be considered quality
branded content. This is the rating scale:
• 50%
• 60%
• 70%
• 80%
• 90%
Acceptable
Good
Very good
Excelent
- 100% Killer content
Step 2: Relevance Engine
The recommendation engine determines the
interest of the content by analyzing browsing
patterns of a group of users. An algorithm
analyzes editorial guarantee + interest before
giving a quality seal.
Publishers are the last filter, and have the final
say when it comes to publication.
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NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Marketplace
2.3 NativeAD Manual
The certification system follows the
guidelines set out in the NativeAD Manual,
a consensual document of members of
NativeAD´s publishing network. This Manual
includes general recommendations to
produce acceptable branded content that
meet Publisher´s requirements.
Native AD’s Manual includes a definition
of branded content, parameters for content
interest and value to audience, brand
weighting and product presence. It also
proposes a list of recommended themes
and themes generally rejected based on
editorial or legal criteria. Additionally it gives
guidance on technical requirements for the
desired quality, mentions of competitors, tone
and expression of the content, an appeal
to self-control and general Guidelines of the
Federal Trade Commission (FTC).
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NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
NativeAD Marketplace
2.4 Revenue Share
NativeAD’s business model combines
monetization through Cost per Thousand
Impressions (CPM) and Cost per
Engagement (CPE).
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$
$
$
$
CPM is the Cost per Thousand Impressions of
the item on the homepage (photo+headline),
conditioned to maximize the monetization
per impressions, not exceeding 50% of the
campaign budget.
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CPE is the Cost per Engagement. Content
is considered consumed once one of the
following four actions happens: reading
of at least half of the body of the article,
visualization of 50% of the video, click on
link of content, and likes on Facebook of the
branded content. Shares on Facebook or RTs
on Twitter are also considered CPEs.
NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
3. Media Partners
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NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
4. Campaign Examples
Client: ONO
ABC.es
lainformacion.com
Client: Telefónica
ABC.es
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ABC.es (Mobile)
20minutos.tv
NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
Campaign Examples
Client: BBVA
Telecinco.es
Cuatro.com
AS.com (TV connection)
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El Huffington Post
Cultura Inquieta
NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid
Contact
US
27th & Park ave south Floor 10 New York NY 10016
100 Biscayne Blvd Suite 2906 Miami FL 33132
444 Castro Street Mountain View Suite 1200 CA 94041
[email protected]
+1 718 925 5809
Spain
Kosta 12, 48010 Bilbao
Barquillo 11, 5 izq 28004 Madrid
[email protected]
+34 91 622 78 60
Mexico
Lafayette, 69 Colonia Nueva Anzures. 11590 Mexico D.F.
[email protected]
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NativeAD Inc. Bilbao - New York - Miami - Mexico D.F. - Madrid

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