A native ad appears on the page with relevant content. For instance, a Dell advertisement will show up next to a Guinness Beer ad that imply that oysters taste better with the beer. Or, the advertisement of a Guinness Beer will be displayed near an article about how oysters are better when accompanied by a glass of beer. These examples demonstrate how content-related ads can be effective ways to advertise products.
In-Feed units
While traditional banner advertisements may have their place, In-Feed units can offer more unique advertising opportunities. The ad units fit in seamlessly on the publisher’s site and use high-quality advertiser elements to increase user engagement. In-Feed ads can include both video and static content. As more brands invest in content strategy, in-feed units will continue to grow in popularity as the main channel for amplification and monetization of content.
The IAB’s Native Advertising Playbook recently tackled the question of what constitutes a native ad unit. The group says that in-feed ads have the greatest number of variations. For marketers, this means they should consider the characteristics of the ad units and how they can make them work with the content surrounding them and other elements on the page. One example is whether or not video ads should be placed among video content.
Custom content
In the past, magazine publishers have struggled to convince brands to create custom content. With traditional advertising budgets segregated into print and digital components, enticing brands to produce custom content can seem impossible. But with new technologies, this challenge is becoming less of a problem. Agencies are increasingly able to connect with brands using QR Codes. And publishers are increasingly turning to the technology to make native content more engaging.
While the general rule of thumb is to keep ads relevant to the content on a website, creating custom content for native ads can be more effective. According to a study by Stanford University, consumers do not mind sponsored content, and they are willing to trust custom content over traditional advertising. The Times and CNN have since removed Dell sponsored posts, but the experiment was a disaster. For that reason, publishers should avoid generic native ads and invest in custom content.
Programmatic ad buying
Purchasing programmatic native ads has become an increasingly popular trend in the digital advertising space, with businesses from various industries investing in this method. In 2019, the most popular spending sectors included financial firms, media companies, and retailers, including LendingTree, Amazon, Verizon, and Procter & Gamble. No matter what your brand’s specific goals are, programmatic native advertising can prove to be a highly effective strategy.
Unlike traditional ad formats, programmatic native ads are more likely to be read by their audience and shared across channels. Brands are able to develop relevant ads that address the needs of their target audience and increase conversion rates. It is also highly effective for branding purposes, as it helps to establish your business as an authority in the industry. This is why programmatic native advertising is such a valuable investment. Here are some examples of how programmatic native advertising can work for you.
Placements
Native ads are designed to be embedded in an app and appear in a variety of different ways. They may appear as slides, app walls, content streams, news feed placements, or text-only paid search ads. Native image ads are another type of ad. They look like regular image ads but are placed to blend in with the rest of the site’s content. However, these types of ads may not be the most effective for all companies.
Brands must work hard to build meaningful relationships with consumers and earn their trust. With privacy concerns in the forefront of consumer consciousness, as well as the impact of recent global events, delivering relevant and tailored content is more important than ever. Native ads must therefore be designed carefully, with copy and images that don’t come across as tone-deaf or forced. Moreover, it is essential to build trust with consumers early on in the process so that they will be more likely to trust the brand and its message.
