Why native advertisement is the new face of the programmatic world
The major social media platforms in the world monetize with native, in-feed ads, including Twitter, Facebook, Instagram, etc. The printing or publishing industry is rapidly following suit, as companies such as Time Inc, Forbes, New York Times and Wall Street Journal continue to introduce new advertising techniques on desktop and mobile that matches both the form and function of their editorial feeds.
What is a Native advertisement?
Native advertising is a form of paid media where the ad experience tracks the natural form and function of the user experience in which it is placed. It matches the visual design of the experience and lives within, they look and feel like natural content. Native ads must behave constantly with the native user experience and should function just like natural content.
Benefits of Native advertisements:
Additionally, customers tend to view the information conveyed within ads cynically. Native advertising was developed to combat both issues. By looking like, the content around it, native advertising cover-ups the marketing messages so that they look and sound like editorial content.
This amalgamation effect makes it more likely that native ads will be perceived as editorial content leading to two powerful benefits:
Firstly, there is higher probability that the ads will be watched, read and listened to
Secondly, there is a better chance that the trust customers have in the publisher will “rub-off” on the brand.
- Viewability is more: 25% more customers were measured to look at in-feed, native ad placements more than standard banners.
- Viewed as Editorial: Customers looked at native ads 2% more than editorial content and spent the same number of seconds viewing.
- Branding via mobile: 97% of mobile media buyers report that native ads were very or somewhat effective at achieving branding goals.
- Purchase boosters: Native ads registered 18% higher lift in purchase intent than banner ads.
When display advertising first came into existence in the world of marketing, many marketers were left with a bad impression. The ads we were being offered with lacked context and value, and thus, many of them were quick to believe that it is untrustworthy. As technology, advanced, advertisers and publishers started looking at display advertising in a new light. Sure, there are still a ton of misconception, unnecessary ads floating around, however, there are also a lot of effective and profitable ones. The newest edition to this industry is the native advertisement.
Types of Native Advertisement:
- In-Feed Ad Units: In-feed units endorse sponsored content within a publication’s natural index of articles. In addition to seeing unique content as part of a stream or gallery, readers see sponsored content from the advertisers. The content is marked as sponsored; however, it merges into the publisher’s native experience.
- Search Ads: Paid search ads are like promoted listings excluding the listings appear at the topmost level of customer search results. They are used both for insight search results for individual domains and search engine marketing. The term search ads and promoted listing are often overlapping by nature, depending on the publisher. On the other hand, place advertisers at the top of a customer’s search results and observe. Even they promote their businesses based on the customer’s recent location or site and former preferences for certain businesses, fashion penchant, shopping, restaurants, etc.
- Recommendation Widgets: Have you ever noticed at the end of many blogs or articles, readers often encounter widgets with a heading that says, you may also like or recommended for you? All these widgets are popularly known as content recommendation engines. They let the brands to influence the audiences or customers of key publishers to drive all the traffic back to their respective websites.
The content recommendation widgets are virtuous for all the publishers; it helps them to upsurge their audience. On the other hand, brands use it for content marketing and lead generation. The key for advertisers is to develop associations with the kinds of publishers that can drive traffic back to advertiser websites.
- Promoted Listings: They are popularly used by e-commerce sites or online portals to feature sponsored products first, usually on a category page. Through promoted listing brands are getting a huge platform, in front of the line and it is cost effective, too. Big sellers no longer charge their customers for promoted listings until the listing generates a sale.
Native advertising is sweltering at this moment. However, native advertising can have a darker side also. If an ad is not clearly marked as such, customers can be muddled and even betrayed into trusting that the native ad’s content is an objective and reliable as regular editorial content.
In the end, if publishers and brands make it their accountability to mark a line clearly between editorial and native ad content, and customers make it their duty to be aware of that line, native advertising is a win-win situation for all three parties.