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Native Advertising Workshop

April 26, 2017 @ 10:00 am - 4:00 pm

wp-native-2IAB 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 today’s strategy in a digital world.

Native advertising saw a spend of €82m in 2016 up from €45m in 2015, representing a growth of 82%.

Find out more about the advantages of becoming a member along with details of how to make an application PR: IAB Ireland Adspend Press Release 2016 | IAB Ireland

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.

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 & Mitchell O’Gorman, Campaign Manager, Independent News & Media


Session 3 – Preparing an effective brief for a Native Ad campaign – encouraging collaboration between brand, agency & 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 – tbc

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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April 26, 2017
10:00 am - 4:00 pm


Ballsbridge Hotel (Mezzanine Suite)
Dublin, D4 Ireland
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