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What Are Native Ads & How They Are Helpful To Get Perfect Outreach?

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Native ads are ads that are less obvious than traditional banner or display ads

Native ads are ads that are less obvious than traditional banner or display ads. The content of native ads is embedded into the messaging of the media that it accompanies.

These ads are paid just like traditional ones but are more effective in getting excellent ROI.

This is because people have grown to prefer traditional ones less. After all, they are pushy and interrupts users.

Native advertising is a great way to expose audiences to

There are Three Major Kinds of Native Ads.

  • In-Feed Ads
  • Content Recommendation
  • Native Content

In-Feed Ads

These ads are found on Social Media platforms. Publishers customize the ads to match the look and feel of user-generated content so that when people scroll, they will seem like something naturally occurring on the feed,

Content Recommendation

Content recommendation ads work like this. You pay for your content to be recommended first at the bottom or end of related content.

It is helpful for users in that it suggests content that might be of interest to them.

Native Content

Branded or native content is ad content that has no format and can take various shapes and styles. One example is Power Rangers – it is a show that uses branded characters to subtly but effectively advertise merch, including primary toys.

Here are 7 Excellent Examples of Native Ads.

Anyone can do native ads in different ways that work. Here are seven excellent examples of branded platforms and efficient spaces for running native ads.

Example No. 1: Spotify

Spotify is not only an excellent music app but is a promising opportunity for musicians to find their audience via recommended content. An artist can easily fall onto random playlists that contain songs that are similar to theirs.

Example No. 2: Facebook Ads

When a company “boosts” one of their Facebook posts, it shows up as a native ad on feeds of people who the algorithm decides are interested in such and related topics. For these ads to be effective, they have to be of value and resembling user-generated posts.

Hence, content is one of the most vital parts of creating native ads. Without good content writing, your efforts will be lost.

Example No. 3: Grammarly

Grammarly’s ads look more like writing tips and tutorials than paid ads. They show you how to write in different manners and educate a bit of CRO and SEO copy which interests copywriters.

While most writers today use Grammarly and will need minimal advertising and more convincing, the value they get from the native ads only fortifies brand retention and loyalty.

Example No. 4: Disney and Other Similar Franchises

All Disney movies and shows are branded content designed for you to be loyal to the brand and continue buying their merch and watching more. For example, the Avengers franchise not only sells out tickets and events, but toys are a significant part of their revenue.

On Disney Junior alone, you get hundreds of characters featured to buy as toys on shelves internationally.

The general idea is that people naturally buy into the brand.

Example No. 5: Amazon

Amazon is another excellent space for recommended content. When you search for a keyword or open a product page, you are given recommendations at the bottom.

This seems, but does, help you assess your options and weigh your decisions before buying. At the same time, a paying brand will have the opportunity to expose its product to you in a seamless manner.

Example No. 6: Netflix

Some shows and movies have producers paying Netflix to put them at the top of the recommendation list where appropriate. These paid advertisements play after a move or at the end of a series of a similar genre.

In today’s Netflix culture, where people usually couldn’t decide for themselves, it is widely accepted that most people will just let the recommendation play next.

Example No. 7: This Article

Of course, we want you to know excellent examples of seamless product placement with native ads. However, we want you to know that we are aware that you are aware of what this article may lead to.

Managing ads on multiple platforms is not simple to do. When you have multiple accounts and campaigns, you are susceptible to losing track of others, sometimes vital ones.

We are Brax.io, a native ad tool that allows you to manage your campaigns on multiple platforms. You use us to track your ads in numerous networks properly, show you the metrics, and give you insights without any hassle.

Brax.io is a native advertising platform for bulk management, unified reporting and rule-based goal optimisation across sources. Brax streamlines content syndication across Yahoo Gemini, Outbrain, Taboola, Revcontent and others.

Brax.io A centralised platform to scale content marketing allowing advertisers to focus on the creative process with instant insight into data.

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Sourced from INFLUENCIVE

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How Display Advertising Works

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It’s been almost 26 years since the first display ad flashed across a screen. If the topic seems overdone to you, then you’re mistaken. Display advertising is an old kin of online marketing, but it’s  not at all like it used to be.

In a post-cookie world, display advertising must be fast changing to keep up with  innovations and creative resurgence. Ask marketers who know their game, and they will tell you that display advertising is here to stay and flourish.

Display Ads vs Native Ads

This has been an ongoing  debate for a long time. Many marketers believe that native ads are an end to display advertising. Others believe that the old banner ad is a better way to garner attention.

Native ads — as the name suggests — are native to a publisher’s environment. Unlike, display advertising which stands out, the ad content for native ads tends to blend in with its  surrounding content.

Native ads are non-intrusive and therefore effective when you want to educate your customers. But, when the objective is to build brand awareness or to retarget customers display ads win the game hands-down

Display Advertising: Then & Now

The first display ad appeared on the internet on October 24, 1994. This is what the ad looked like:

Display Ad

This ad was a promotion for  AT&T internet. One  look at this display ad and it’s clear that  things have progressed for this channel of online marketing in the last 26 years.

Time and again, you’ve probably witnessed many people write off display ads as part of their  marketing strategy. Especially since the online marketers best friend – third party cookies — bid us a goodbye. The AdTech world thought that was the final nail in the coffin for display and native advertising.

But statistics, talk otherwise. A user in the US sees an average of 63 display ads in a day and the digital ad spends are only rising year-over-year. So why are so many people questioning the future of display advertising? Let’s find out!

The Future of Display Advertising

What is the future of this channel of advertising? Is it dead? Google’s Display Network is the largest in the world, with 90% reach across all internet users. In fact, if you target well, your ads could appear across 2 million+ websites and 650,000+ mobile apps. That’s a lot of exposure!

Of course, this comes with its own challenges or should we call them opportunities?

Ad Blockers: Are They the Real Enemies?

Not according to Hubspot! A report by Hubspot claims  that most people block display ads because they are annoying or intrusive. So it’s actually not the ad blockers, but bad ads that  are the real enemies.

Do Low Click Through Rates Mean an End to  Display Advertising?

The question has changed in recent times. Once upon a time, display advertising boosted  CTR as high as 44%. But in recent years, the objective of this mode has changed. Now, it’s considered  a brand tool, which is why a better measure of effectiveness would be impressions and reach. So if generating brand awareness — communicating your brand messaging — is your objective then use the right metrics to measure it.

Why Should You Include Display Advertising In Your Marketing Mix?

Many would vouch for the effectiveness of display ads for creating brand awareness and, subsequently, getting clicks and conversions from people who might not be aware of your brand. The secret sauce is knowing the right users and targeting them at the right time and on the right website.

In the post-third party cookie world, many marketers are proving their metal by experimenting with contextual advertising and people-based targeting. Moreover, with the rise in consumption of mobile and video based content, display advertising helps make the most of newly evolving programmatic environments.

Learn How Display Advertising Works

If you want to know more about this powerful marketing tool works, how it is bought and sold (including in a programmatic environment), and how to set up a display advertising campaign using Google Ads, then check out our Digital Marketing Nanodegree program.

The program comes with an in-depth module on display ads and a hands-on project in which you will evaluate a display advertising campaign on the basis of the targeting strategy, creative used, and the results of the campaign. Plus, you’ll provide recommendations on how to improve the campaign.

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Ritika is the Brand Communications Manager at Udacity and is passionate about bringing inspirational student stories to light. When not talking to the amazing Udacity students, she can be found reading an article or watching a video on the internet. Other posts by 

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In-Feed Native Ads: Measuring Native Advertising

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By Julien Verdier

As published by our co-founder, “Native advertising is a form of paid media where the advertisement is relevant to the consumer experience, integrated into the surrounding content and is not disruptive.” The advertisement is in-feed and is relevant to the content on the page. As CEO of a native advertising platform, I’m seeing the native advertising industry experience phenomenal growth, especially on mobile.

When introducing native to your marketing campaign, you need a clear view of what you want the results to be. In order to succeed with your in-feed native ads, you first need to define what success actually looks like. What is the metric you are going to use to determine whether or not your native advertising is a success? For the majority of in-feed native advertising campaigns, key performance indicators (KPIs) typically fall into one or more of the below:

CTR: Click-through rates (CTRs) are often used as a KPI, particularly when it comes to programmatic native advertising.

Visits: Rightly or wrongly for many advertisers, the No. 1 criteria for success when they run native advertising campaigns is: How many visits did it bring to my site?

Dwell Time And Bounce Rate: These two KPIs often go hand in hand with visits as a measure of success. Dwell time is the measure of how long a visitor spends on a specific page, so it can be used — in a slightly crude fashion — as an indicator of whether someone read and enjoyed the content on the page.

Bounce rate, which is a key search metric, is the indication of what the user did after landing on the page. Did they click back or close the window, or was their interest piqued enough by this page to move along to other pages on the site? Both are metrics used to understand the stickiness of content and websites, and to tell if visitors enjoy these pages.

Engagement: This is a similar KPI to dwell time, but the process of measurement is very different. While dwell time is typically measured through the advertisers’ website, usually via Google Analytics, engagement is a metric that is usually measured via a publisher, native technology platform or another third-party ad-tracking tool.

What does it mean? It is a measure of how long someone engaged with your content. This could be how long, on average, someone spent reading your branded content published on a site. Or it could be the average length someone spent watching your brand video.

Shares And Likes: For many advertisers, native advertising is a tool to be used to generate shares of their content and likes for their pages. This is particularly true, though not exclusively, with social media advertising. For many advertisers using social media advertising, they are looking for as many shares of their content as possible — shares that hopefully translate into lots of likes for their social media profiles, and more visitors to their site. But, ultimately, shares equal extended reach for your brand’s marketing messages and increase the available pool of relevant customers you can engage with at any point in the future.

Sales And Leads: While soft metrics, such as engagement and visits, are very popular measures of success, native advertising is increasingly being used as a pure direct response marketing channel. For these advertisers, success is easy to quantify: Did I create any sales leads? Did I manage to generate any sales as a result of this native advertising?

Sophisticated advertisers increasingly use native advertising in conjunction with other forms of digital advertising for strong sales results. When combined with data, retargeting, cookies and attribution modeling, native advertising is a growing part of the modern sales lead marketing mix.

Challenges Of Measuring In-Feed Native Advertising

The onset of native and content-based advertising solutions has presented the industry with a complex challenge: How do we establish meaningful and consistent measures that underpin the digital trading environment and allow the evaluation of campaign effectiveness?

Using standard metrics will give you the numbers you want — the impressions, reach, clicks, etc. And through this, you will be able to show whether a native ad was successful compared to other advertising formats. However, I believe these serve as a reporting comparison but do not give full insight into the value of native advertising. How you measure a native ad should differ according to the campaign and its objectives and be tailored toward this.

In June 2016, the IAB U.K.’s Content and Native Council published its Content and Native Measurement Green Paper, in which our company weighed in, along with 15 other companies. If the paper has a conclusion, it’s that there is much work to be done to be open and transparent with all data points for consistent, algorithmic measures and techniques to be developed.

The point on which everyone agreed is that current digital trading metrics were only a part of the solution and that, as with traditional media, there has to be an investment in understanding how people behave with content-based and native advertising before establishing algorithms that measure those behaviors.

Feature Image Credit: Pexels

By Julien Verdier

CEO of ADYOULIKE, AI-Powered Native Advertising platform.

Sourced from Forbes

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