Native Advertising Best Practices

SNEHA HULL | May 21, 2021 | 343 views

The world is changing every minute and so is the structure of business and marketing tactics. Digital advertising has changed drastically over a period and is growing at a break neck speed. Although native advertising is at a nascent stage, it is a popular, creative, authentic, interactive, and engaging form of advertising.

Native advertising is also called paid content or sponsored content. Gone are the days when native advertising was just a buzz word. Today it is the new marketing reality. Native content marketing has winged its way into emails, e-commerce platforms, social media platforms (Facebook, Instagram), video sites. Social media ads, recommended ads, and promoted search results are a few examples of well-known native ads. Native ads are cohesive with the content on the page and ingest themselves very well with the design and  look of the page.

Many online marketers are turning to native advertising that eases the opportunity of connecting to their users in the format they are comfortable with, such as articles, videos, and infographics. Native ads normally do not look like ads. They look like a part of the content in a user’s viewable area.

Media companies like The New York Times, BuzzFeed, The Atlantic, and The Wall Street Journal are few examples that invest in native content advertising.

Native advertising is the driving force leveraging advertising strategy. As per the Native Advertising Institute, by 2021, the revenue from native advertising is expected to increase by 46%.

Types of Native Advertising

There are various types of native advertising that publishers may offer on their sites. They may offer a few or all of these:

In-stream
In stream ads are the ads put in before, during or after the streaming of any video, music, and animation that the consumer has requested. In-stream ads termed as pre-roll, mid-roll, and post roll. In-stream ads are most commonly visible on YouTube.

In-article
In-article are the ad formats that helps you to put native ads between the paragraphs of the pages. These articles are optimized by google for better performance. They blend well and provide a better experience of the readers.

Content recommendation
Content or product recommendation provide you with personalized content or product recommendation based on data collected about user’s online behavior. Offering better effortless customer journey.

Commerce
Native video

Native videos are the in-feed videos that are created and uploaded on various social networks. Facebook, , YouTube, and Twitter are most widely used platforms for native video.

Custom formats
Custom native ads are developed by brand itself. Custom ads are user-defined allowing you to define your variable.

In-mail
There are two ways of In-mail native advertisements, they are one-off long-form and programmatic. Native email marketing will boost KPIs.

Sponsored content
Sponsored content naturally blends in with content on the webpage but is marked as “sponsored” within the ad.

What Does Native Advertising Look Like?

In Feed Ads

In Feed native ads are slipped between the content allowing the readers to view them easily and with less effort. Example of in-feed ads are the ads that appear in your newsfeed on social media and news sites (Facebook, Buzzfeed)

Search & Promoted Listings

Search and promoted listings appear at the top of your Google search results or in the side bar increasing the product visibility and sales. Search and promoted listings are fee-based advertising services.

Content Recommendations

These are the articles that appear at the bottom of the webpage. This is a great way to increase the audience and attract new leads. Content recommendations are the personalized articles keeping the target audience in mind.

Best Practices of Native Advertising

Content is King

Content plays a key role in native ads for engaging the audience and comes in different shapes and sizes. Developing an innovative format for delivering quality content such as short snappy text, animations, infographics, videos, carousels of images, will earn you higher ROI. Customers are likely to return to your site without any native medium advertising. Successful native ads are colorful, easy to read, and stand out among other content around the same page.

Keep Native Advertising Programmatic

Partner with a top-notch premier content house to stand out. Keep native advertisements programmatic. Programmatic help brands make the most of micro-moments. In Programmatic advertising, automated technology is used for buying advertising space allowing advertisers to make native ads more relevant to potential customers. In the traditional buying media process, advertisers have less control over buying the placement. Native advertising can achieve higher engagement and conversion with the programmatic platform.

Native Ads Placement Smarter

Native ads are embedded onto the webpage much like the publisher's editorial. It is best practice to let the ad be on the same page for several days so that the potential customers come back to the website to have a look at it.

Keep it Personal

Keep your ad copy simple, interactive, and direct to connect with the audience. Try to call out the problem-solving content to make people feel identified and easily relatable with the solution. Keep content personal and relevant to increase engagement. The copy that is simple is more persuasive. Write ad copy as though you are speaking to your audience.

The Rise in Video Popularity Trend

Generating high-quality content that educates and entertains at the same time is far more effective in building long-term customer relationships. Video happens to be one of the successful formats of native content marketing. Video content accelerates the engagement of customers and the revenue earned from native video advertising. One of the successful ad trends is interactivity. Video content being interactive creates a sense of personal touch and leads to word-of--mouth marketing.

Targeting the Right Way

The success of any campaign largely depends on sites, audiences, and gadgets. Gather your user’s information through tools and analytics to decide your audience. Emphasizing the need of the audience is important to maintain the foundation of native advertising. Knowledge about the audience will ensure you target the right audience on the right native advertising platform. According to a recent study, click-through rates on native ads are higher on mobile devices.


How Does Native Advertising Work?

The most inevitable question arising to any advertiser’s mind is whether there is sustainable growth for native content marketing? Well the answer to this is very positive. Native advertising works in terms of demand and supply. Publishers fall under the supply category looking out for ads to monetize their site and advertisers fall under the demand category reaching an audience to generate promotion, sales, and lastly leads. The brand pays on a native advertising platform of their choice for the placement of their content. Selecting the right platform is an essential step of native ads. Once the content is created and approved, it will be tagged by saying something like, “Advertisements”, “Paid advertisement”, “Sponsored”, or “Recommended” to create transparency within native advertising platforms.


Frequently Asked Questions

What is native advertising?

Native advertising is a paid content that mimics the design of the platform upon which it is published. Native ads are commonly visible on most of the social media platforms (Facebook, Instagram, Twitter, LinkedIn) but are also seen on websites. They function differently from advertorials. Native advertisements blend perfectly with web page organic content therefore are not jarring.

Why native advertising is important?

Native advertisements bring brands and customers together on a single page by better targeting and using personalization technology, making it more engaging. Native advertising content has a longer shelf life and reaches the target audience through trusted channels. It generates higher CTR, boosts conversions, and creates higher sales for your website and company.

What is an example of native advertising?

Media companies like BuzzFeed, The New York Times, The Wall Street Journal, The Atlantic, Instagram filter,  Nickelodeon, and social media ads are a few popular examples of native advertising that have invested in the creation and distribution of native advertisements on their respective platforms on behalf of the brands.

Why is native advertising so successful?

The success of native advertising heavily depends on the relevant and engaging content, better received by target customers. Native ads are viewed 53% more than other banner ads. Native content is cohesive, blends smoothly with the organic content so they do not appear as ads, making people inclined to view them more and consume them. Native ads are worth the hype provided used correctly and created and promoted the right way.

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Social Media Delivered

Social Media Delivered offers consulting, training and marketing services specializing in social media campaigns for organizations across all industries whether B2B or B2C since 2008. We leverage the power of LinkedIn, YouTube, Twitter, Facebook, Pinterest, Instagram and more to bring the right people together to get our clients’ goals accomplished. Plus we do it all in English, Spanish and French.

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Mirantis | September 28, 2022

Mirantis, freeing developers to create their most valuable code, today announced that Choozle, which provides a digital advertising software platform, chose Lens Autopilot to migrate its application on an urgent, one-week migration deadline. After quickly expanding its customer base, Choozle found itself in need of a more scalable infrastructure to support hundreds of daily active users. The company’s engineering operations team started adopting Kubernetes, using Google Kubernetes Engine (GKE). Choozle chose to use the Mirantis DevOps-as-a-Service offering that combines Lens, the world’s most popular Kubernetes integrated development environment (IDE), with expert services from Mirantis site reliability engineers. “The entire team at Mirantis was prepared and available for everything that we needed for the migration,” said Mike Baldassare, director of product and engineering operations at Choozle. “The entire team at Mirantis was prepared and available for everything that we needed for the migration,” said Mike Baldassare, director of product and engineering operations at Choozle. “Today, we have a successfully migrated application that went from a legacy AWS Kubernetes cluster to a scaled, much more modern solution that preserves a better future for our application and our customers. Choozle has been successful by choosing really great partners, and I would definitely put Mirantis on that list of great partners that we've had in our company’s history.” Mirantis provided a dedicated team to manage and execute the transition. Lens eliminates the Kubernetes complexity that has hindered mainstream developer adoption since its inception. Lens enables users to easily manage, develop, debug, monitor, and troubleshoot their workloads across multiple clusters in real-time – supporting any certified Kubernetes distribution, on any infrastructure. The Lens desktop application has an intuitive graphical user interface and works with Linux, macOS, and Windows operating systems. Lens Autopilot features compelling guaranteed outcomes, including the technical ability after 12 months to achieve a 10 times increase in application deployment speed, 75% reduction in security vulnerabilities, accelerated time to remediation, and 2-4 times reduction in operational costs. “When you are growing exponentially, you don’t want to slow your developers from providing optimal customer value,” said Anoop Kumar, director of professional services for Americas, Mirantis. “We were able to not just quickly migrate Choozle from a legacy AWS deployment to Google, but we did it without any extra burden on the developers.” A desktop application, Lens lowers the barrier of entry for those just getting started with Kubernetes and radically improves productivity for people with more experience. With more than 5 million downloads, more than 600,000 users, and 18,500 stars on GitHub, Lens is the most popular integrated development environment (IDE) for Kubernetes. Lens DevopsCare extends the capabilities of Lens to provide a complete managed CI/CD toolchain that is managed and supported by Mirantis and configured to meet the unique needs of the development process. In addition to the CI/CD capabilities, Lens DevopsCare also provides developers with policy-based proactive security and best practices, metrics on their development process and environment, as well as extensive support to enhance the developer experience and reduce the cognitive load for everyday development tasks. To learn more about why Choozle chose Lens, read the case study. About Mirantis Mirantis helps organizations ship code faster on public and private clouds, increasing developer productivity by removing the stress of managing infrastructure. The company combines Intelligent Automation and cloud native expertise to provide a ZeroOps approach to managing and operating Kubernetes and cloud environments. Mirantis delivers a public cloud experience on any infrastructure, from the data center to the edge, with one cohesive cloud experience for complete app and DevOps portability, a single pane of glass, and automated full-stack lifecycle management, all based on open source. Mirantis serves many of the world’s leading enterprises, including Adobe, DocuSign, Inmarsat, Nationwide Insurance, PayPal, Reliance Jio, Societe Generale, Splunk, and S&P Global. Learn more at www.mirantis.com. About Choozle Choozle – Digital Advertising Made Easy® – provides a digital advertising software platform that leverages detailed consumer data to power programmatic advertising campaigns across display, video, mobile, audio, connected tv, digital out-of-home, and other mediums – all from a single, intuitive interface. Choozle combines the sophistication of multiple digital advertising tools, a demand-side platform, data management platform, and smart tag management into a single platform. Designed for advertising agencies and marketing departments, Choozle has democratized the ad tech ecosystem with its intuitive, elegant, and affordable solution. www.choozle.com

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Measured Launches In UK With New Tools That Enable Retailers to Maximise Advertising ROI

Measured | October 04, 2022

Measured has launched new tools and features to help marketers maximise advertising ROI and find new ways to grow. The latest product launch also marks Measured’s official arrival in the UK market to revolutionise how British retailers measure – and spend - their media budgets. Measured is the only media optimisation platform that reveals the true incremental contribution of advertising spend to business results. “Marketers are under constant pressure to not only prove the business impact of every dollar they spend, but also predict the impact of every dollar they plan to spend,” said Trevor Testwuide, co-founder and CEO at Measured. “Marketers are under constant pressure to not only prove the business impact of every dollar they spend, but also predict the impact of every dollar they plan to spend,” said Trevor Testwuide, co-founder and CEO at Measured. “That pressure is even more intense when there is uncertainty about the future, like the threat of a recession. By unlocking the power of the industry’s largest collection of media incrementality intelligence, Measured tools enable customers to continuously adapt and optimise media for their business-critical metrics.” Measured customers take scalpel to waste in marketing spend With the current recession in the UK, businesses are looking for ways to save money. Measuring the incremental contribution media investments make to business results can identify where to eliminate waste and determine the right channels, campaigns, and tactics to focus on to remain profitable. “By automatically calculating the estimated outcomes of proposed changes to our media mix, Media Plan Optimiser enables us to make confident decisions about spend allocation,” said Eli Esagoff, Growth Marketer at True Classic. “The ability to choose from different levels of intensity, based on budget flexibility and appetite for change, means it’s great for any type of advertiser. The tool has saved our team a lot of time deliberating over marketing mix decisions.” In the last year, Measured has been used by brands to optimise more than £3.65 billion in global advertising spend. Marketers at leading UK consumer brands, including MADE, Dermalogica UK, AB InBev UK and Stance, trust Measured to connect advertising spend to business results and answer the toughest marketing questions being asked by executives and stakeholders. New tools give marketers true visibility over how spend drives results Measured’s Media Plan Optimiser and a new benchmark comparison tool provide marketers with instant insights and recommendations to drive media efficiency and maximise the impact of their media spend. The Media Plan Optimiser saves time and reduces guesswork with accurate, automated spend recommendations for every channel and tactic. Using incrementality-driven allocation technology, integrated with company performance data, it shows how to generate the best results on every channel, while taking into account the diminishing returns of increasing spend. With customisable budgets, objectives, and optimisation strengths, advertisers can run and compare multiple scenarios in minutes to uncover opportunities to increase efficiency, scale, and diversify spend. With the new benchmarks' comparison feature, brands can also compare their critical media allocation, performance, and growth metrics against other brands in the Measured portfolio. By tracking costs, spend allocation, and results of similar brands, advertisers can identify market trends and reveal new channels or tactics worth exploring. Continuously updated with cross-portfolio data and insights from ongoing incrementality testing, marketers can use comparison data to answers questions like: Do I allocate more or less of my budget than my peers to certain channels or tactics? Are my conversion rates similar to other brands? Am I paying more than other brands for the same media? Is my media driving more incremental sales than other brands in my category? What other channels and tactics are working for my peer group that I should consider adding to my mix? Incrementality measurement for media attribution gains momentum As outdated models like multi-touch attribution break down due to increasing restrictions on how companies collect data and track users, incrementality-based attribution is on the rise as a reliable - and privacy compliant - method for measuring ad performance. Test and control experiments used to measure incrementality do not require tracking at the user level and can be used to determine which media channels or tactics contribute to business metrics - and by how much. The Measured platform is anchored on results and data from thousands of incrementality experiments that were run by all types of businesses and measured against actual conversion data from the brands. This collection of incrementality intelligence, only accessible to Measured customers, continuously grows more powerful as it is updated with results from hundreds of ongoing in-market tests. For each new customer, Measured builds direct connections to each available data source, then applies proprietary incrementality insights to the brand data to enable optimisation across all media channels in just two weeks. To find out more about Media Plan Optimiser and other tools available with the Measured platform visit: https://www.measured.com/products/measured-mdecisions-cross-channel-source-of-truth-reporting/ About Measured Measured helps brands maximize marketing efficiency and find new ways to grow with the only incrementality measurement approach that demonstrates the true business contribution of each advertising dollar spent. Through Measured's award-winning platform, marketers get access to the industry’s largest collection of incrementality intelligence and to customizable tools that enable them to validate, optimize, plan and test investments for every critical media channel and tactic. Since 2017, leading brands like Crocs, Faherty Brand, Parachute, Vuori, and Patagonia, have trusted incrementality insights from Measured for spend attribution and optimization, performance reporting, scenario planning, and experimentation. www.measured.com

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