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IAB Native Advertising Playbook

Mar 16, 2015 / by StackAdapt

IABPlaybook

The Interactive Advertising Bureau (IAB) is an advertising business organization that educates industry players and develops industry standards. In late 2013 (December 4, 2013), the IAB released the IAB Native Advertising Playbook which provides the industry with a framework for thinking about native advertising.

The IAB Task Force has identified six main types of ads that are categorized as native, along with six key criterions that a native ad unit must satisfy.

The core six types of ad units are:

The Interactive Advertising Bureau (IAB) is an advertising business organization that educates industry players and develops industry standards. In late 2013 (December 4, 2013), the IAB released the IAB Native Advertising Playbook which provides the industry with a framework for thinking about native advertising.

The IAB Task Force has identified six main types of ads that are categorized as native, along with six key criterions that a native ad unit must satisfy.

The core six types of ad units are:

 

infeed-2-1024x351

In-feed ads have numerous variations in their execution – from story forms where the content is written by or in partnership with the publisher, to promotional ads which links off of the site to branded content. The primary metric is brand awareness.

 

search-3-1024x385

Search ads can be found above the organic search results. They look exactly like the surrounding results, links to a page like the organic results, and has been sold with a guaranteed placement so the agency knows exactly what context surrounds it. Its primary conversion metric is direct response, such as purchase.

 

recommendation_widgets

Recommendation widgets are a form of native advertising where an ad or paid content link is delivered via a 'widget'. A common recommendation widget does not mimic the appearance of the editorial content feed, has not been sold with a guaranteed placement, links off of the site, and is measured on brand engagement metrics.

 

In-ad-1_with-native-ad-elements-1024x346

In-Ad (IAB Standard) is an ad in a standard IAB container that contains contextually relevant content within the ad, links to an offsite page, has been sold with a guaranteed placement, and is measured on brand metrics (interaction, brand lift).

 

promoted-listings-1024x352

Promoted listings are designed to fit seamlessly into the browsing experience, are presented to look identical to the products/services offered on a given site, are typically bought directly via the publisher, link to a special brand/product page, and are measured on direct response metrics.

 

custom_native-ad-units-1024x320

Custom/can’t be contained – the possibilities are limitless for an advertiser and publisher to work on custom units. This group of native ads can take many forms, but in all instances are custom to a specific site. Examples of it would be platform-specific ads or custom playlists.

 

THE IAB NATIVE FRAMEWORK

Despite the fact that six core types of native ads were formulated, it was apparent that there will be considerable differences between native ad units based on their execution.

In that event, the IAB Native Evaluation Framework continuum was provided to build a common ground in discussions of native ad products between buyers and sellers. The six core questions that built the native ad evaluation framework categorizes and visually represents how each native ad unit behaves and what purposes it serves. 

framework-na-1024x450

 

DISCLOSURE LANGUAGE

A large emphasis was given to the importance of disclosure. Given the speed with which the native advertising landscape is evolving, is it not possible to recommend a single and universal disclosure mechanism for each native type.

However, regardless of native advertising unit type, the IAB advocates that, for paid native ad units, clarity and prominence of the disclosure is paramount.

Commonly used disclosure language include:

  • Sponsored Content
  • Recommended by ...
  • Sponsored content by ...
  • You might like ...
  • Recommended for you
  • Ads related to ...
  • Suggested Post

Further reading and a download of the Native Advertising Playbook is available on the IAB Website.


 

Written by StackAdapt

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