!

"# # $ %&
Advertsers cre lookny ]or clternctves to conventoncl dsplcy cdvertsny ccmpcyns cs
consumers become more mmune to them cnd clckthrouyh rctes decrecse.
Thus, publshers cre ncrecsnyly o]]erny Nctve Advertsny ]ormcts whch secmlessly nteyrcte
wth c webste's oryncl content. Crtcs see ths cs c threct to edtorcl ndependence.
Nonetheless, Z8 X o] publshers cnd 1 X o] brcnds worldwde plcn to use Nctve Advertsny
ths yecr - mcnly on onlne edtorcl plct]orms cnd soccl networks.
1
Nctve Ads ccn be dsplcyed ecsly on smcll moble screens, whch ]urther ncrecses ther
relevcnce.
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+$),-* $(-*%),!,+/
000123245461789 ,::3; <
Sources:
1
Hexayam/Sada (2013),
2
The Awl (2013)
$=>?@ ABCD
( * E , +, ) , F+
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K>42I:N 0G?7G ?: ?25;J>45;I ?258 4 0;K:?5;O: @886 42I P;;@1 '@45P8>9: :37G 4: Q3RRP;;I >;@M
:8@;@M 82 +45?H; $IH;>5?:?2J1 S45;@MN 42 ?27>;4:?2J 239K;> 8P 5>4I?5?824@ =3K@?:G;>:
G4H; T39=;I 82 5G; K42I04J82 42I :54>5;I :;@@?2J +45?H; $I: U;1J1 +&)N V!WN E8>K;:X1
Promoted lnks n
secrch results
Content sponsored by
compcnes ]or newsletters
cddressny c nche topc
Stores on yeneral nterest
tocs produced by compcnes
blend wth other content
Ads n ]orm o]
onlne artcles
Promoted osts n
soccl medc, nteyrcted
nto the news]eed
CYAY
ABBD
ABBZ
ABB[
ABBY
ABCC
ABC<
Frst rnt ads mcde to
look lke crtcles n the
Hcwccn Stcr Advertser
2
Promoted roduct
lstnys n secrch results
Posts produced by
compcnes blend
nto oryncl content
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\deo recommendctons
n secrch results
Plcylsts' cover photos
ccn be lnked to 0RLs,
plcylsts ccn be crected
by compcnes
Stores produced by
compcnes mx
wth other content
Advertsed lstnys cre
shown n secrch results
Promoted lnks cppecr
wthn secrch results
* \ $ #'S*!
FE +$), -*
$(!
Sources:
3
Hexayram/Sada (2013): samle sze > 1000,
4
Natve Advertsny Leaderboard (2013),
5
Sharethrouyh (2013),
6
0nlne Publsher Assocaton (2013)
Ads correspondIng
to look E feel of thIrd
party websIte
ThIrd party publIsher
sItes lIke 8uzzfeed or on
socIal medIa
Sponsored posts In
text, pIcture and vIdeo
formats
Content creatIon
and advertIsIng space on
thIrd party websIte
AgencIes, publIshers
and perhaps companIes
themselves
Content posted on
company's own web
propertIes
8rand's own websIte,
blog or newsletter
|aInly text wIth pIctures,
vIdeos or charts
Content creatIon, hostIng,
admInIstratIon
CompanIes and brands,
agencIes
(?PP;>;27; 58 ]825;25 #4>6;5?2J
+45?H; $IH;>5?:?2J ]825;25 #4>6;5?2J
^80 I8 78:5: P8>
4IH;>5?:;>: 8773>_
VG45 I8 5G;:; 4I:
@886 @?6;_
VG;>; ?: 5G; 7825;25
G8:5;I_
VG?7G P8>945: 4>;
3:;I_
VG8 7>;45;: 5G;:;
4I:_
NatIve AdvertIsIng - a growIng market
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D[
DC
[C
`a
[A
$J;27?;: Q>42I: '3K@?:G;>:
*b=;75;I 08>@I0?I;
3:; 8P +45?H;
$IH;>5?:?2Jc ABC< H:1
ABCD
3
(n percent)
201J
2014
The brcnd MlNl recched
1.J m soccl cctons wth the
most success]ul Nctve
Advertsny ccmpcyn to dcte
4
o] 0.S. consumers notce
Nctve Ads more
]requently thcn trcdtoncl
bcnner cds
5
o] publshers n the 0nted
Stctes o]]er Nctve Advertsny
on ther plct]orms

`< d Z< d C1< 9

'3K@?:G;> - +;0789;>: 42I 5>4I?5?824@ 9;I?4
Q>42I - +45?H; $I: P8> ?94J; K3?@I?2J
eFevenues solely from NatIve AdvertIsIng
eCTF
a
Is at 1.5 d, therefore up to 16
tImes hIgher than tradItIonal banner ads
7
eCost of a monthlong ad campaIgn
on 8uzzfeed: approxImately US0 100,000
(167 advertIsIng partners In 201J
)
7
eAs a 8uzzfeed partner, T|obIle
publIshes content on lIfestyle topIcs
e8uzzfeed team creates content on
behalf of T|obIle
eT|obIle Is only mentIoned wIth
theIr logo and at the end of an artIcle
Q"f fE**(
)L #FQ, S*
E"%)^*%
* \ $ #'S * !
Sources:
7
Forbes (2014),
8
AdAye (2014),
a
CTR = Clck-Throuyh-Rate
Promoted content s hyhlyhted n yellow
e0ell Is the fIrst partner publIshIng
NatIve Ads on the NYTwebsIte, payIng a
sIxfIgure dollar sum for a threemonth
campaIgn
8

e0ell produces the content Itself and
carrIes edItorIal responsIbIlIty
ePublIshed artIcles are not deleted
upon end of campaIgn, the reader can
fInd them In the sIte's archIve
+* V &F%g ), #*!
U
+& )
X
The New York Tmes ojjers djjerent
knds oj Natve Ads
Elte 0cly wcs cmony
the rst plct]orms to
o]]er Nctve Advertsny
Nctve Ads cre Hu]nyton
Post's cpprocch to enycye
brcnds wth consumers
Forbes crected 8rcnded
\oce n order to
run Nctve Ads ]or brcnds
Cocc Colc s cn o]ccl
8uzz]eed pcrtner
Nestl produces
hyh quclty vdeo cds
]or Fccebook
Sources:
9
Sharethrouyh (2013),
10
MandLoys (2014),
11
news.solvemeda.com (2013)
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F3> P873: ?: 82 #8K?@; #;I?4N !87?4@ #;I?4N />805G !5>45;JMN (?J?54@ ]847G?2J 42I
,2H;:59;25 !3==8>5 P8> 789=42?;: ?2 J>805G ?2I3:5>?;:1
The Nunatak Croup CmbH h |anagIng Partners: Fobert JacobI, Fupert Schafer h www.nunatak.com h Info@nunatak.com
F''F%)"+, ), *! % , ! g !
F35@886 P8> +45?H; $IH;>5?:?2J
eUnIque, InformatIve or entertaInIng
content Is less IntrusIve and
can Increase customer Interest
Relevant jor
Platjorm rand Publsher
e70 d of U.S. users prefer to learn
about a company or a product through
content than tradItIonal prInt or
banner ads
10
Platjorm rand Publsher
eServIce provIders such as Contently
also start to offer content for NatIve
Ad formats
Platjorm rand Publsher
e57 d of venture capItalIsts, busIness
angels and prIvate equIty fIrms In the
U.S. wIll probably Invest In companIes
that sell NatIve AdvertIsIng
11
Platjorm rand Publsher
eCostIntensIve and tImeconsumIng
measure: SInce ads are produced
for sIngle platforms, they can only be
used once
Relevant jor
Platjorm rand Publsher
e0evelopment of jurIsdIctIon (e.g. FTC
regulatIon In USA) stIll uncertaIn
Platjorm rand Publsher
eAdblockers can be used to success
fully block NatIve Ads
Platjorm rand Publsher
ef customers get used to the new
advertIsIng format they may start
IgnorIng It
Platjorm rand Publsher
Adcptly s c stcrt up
whch cdvertses Nctve
Ads n soccl networks
Mopub crectes soccl
Nctve Ads ]or moble cpps
(belonys to Twtter)
Nctvo s cn cutomcted
plct]orm producny
Nctve Ads
'@45P8>9 - #4>6;5=@47;: P8> =3K@?:G;>: 42I K>42I:
eAn onlIne marketplace whIch allows
publIshers to sell theIr NatIve Ads
eSharethrough's software automatIcally
transforms regular advertIsIng Into
NatIve Ads
e|ore than 200 m fInal users reached
9
eCustomers: PepsI and Nestl
! ^$%* )^%F"/^
'>8T;75: >;@45;I 58
+45?H; $IH;>5?:?2Jc
Estcblshment o] c
multmedc content
tecm ]or c ncnccl
servces yroup
Supervson
cnd mplementcton
o] c content
dversccton
strcteyy ]or c ylobcl
consumer brcnd
Postonny cnd
development
o] c content servce
provder, whch
o]]ers crecton o]
Nctve Advertsny
]ormcts