Native Advertising

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The year of the native ad,” Marissa Mayer

Native advertising aims to speak naturally, authoritatively and in context to consumers. Native advertising reads sometimes just like an advertorial written in the same tone and format as scheduled content within a publication.

Advertisers bid to promote their content across a network to drive visits back to your website, landing page, or blog. Native Advertising is generated paid media constructed to integrate into the natural flow, form, and function of the contextual user experience.

 

Native Advertising's Many Shapes & Formats

From BuzzFeed to The Wall Street Journal, the industry uses many words such as Sponsored content, Sponsored post, Branded content, Advertising content, Partner content, Branded entertainment, Promoted, Content recommendation.

IAB’s 6 Native Ad Unit Formats

Sponsored or Branded Content

  • Articles, posts, infographics, videos, slideshows …
  • Written by the publisher or the brand, co-created
  • CPM, Engagement, Flat fees, …

Promoted Listings

  • Etsy, Yelp, Amazon, 4sq, Pinterest …

In-streams / In-feeds units

  • Most traction, up to 20X engagement
  • Facebook, Twitter, Youtube, SnapChat, Tumbler …

Recommendation Widgets

  • Sharethrough, Outbrain, Taboola, Disqus, Gravity …

Paid Search

  • Google Search, Yahoo!, Bing, Ask ...

Custom

  • Flipboard, Tumblr, Spotify, Pandora …

 

Content Marketing & Native AdvertisingAdTech Hub content marketing native advertising

Content Marketing and Native Advertising serve complementary purposes. Content Marketing is high quality, relevant information created by brands as a form of owned media, while Native Advertising is a form of paid media.

 

Native Advertising Effectiveness

Because of reach and user engagement levels, native ads increase brand awareness and positioning.

Native Advertising should be combined with Paid Search to maximise performance and budget.

Native ads, unlike paid search or display advertising, are effective at disseminating branded organic content, particularly on mobile. Some call Native Advertising the wave of the future for digital advertising.

 

Programmatic Native AdvertisingAdTech hub native programmatic advertising

Programmatic isn't just for banner ads. Programmatic started with Search and Display to slowly seeping into other digital formats such as Native Advertising. The most prominent sites on the internet will be employing automated buying for native advertising as well, including homepage takeovers and pushdowns.

 

Native Advertising Regulations

While a small “sponsor” label identifies the content, native advertising is subject to less regulations than other ads. Some find Native Advertising polarizing because perceived as content hiding in disguise, deceptive and intrusive. For others, Native Advertising is effective story telling. Consumers look at native ads 53% more than banners. Native Advertising works well to position your brand and engage your target audiences. Native advertising vastly outperforms engagement of banners.

 

 

 

 

 

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AdTech Hub is a Quantitative Digital Marketing & Programmatic Online Advertising Boutique Agency in Los Angeles