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Native Advertising Best Practices

SNEHA HULL | May 21, 2021 | 668 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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Valuedynamx Announces New Pay with Points Solution to Help Brands More Effectively and Frequently Engage Loyalty Program Members

businesswire | August 03, 2023

As the battle for customer loyalty and engagement rages, Valuedynamx, a leading global provider of curated, data-driven omnichannel purchase rewards, has announced its new “Pay with Points” solution that enables enterprises with points- or miles-based loyalty programs (such as airlines, banks or credit card issuers) to offer more robust reward options via Valuedynamx’s massive, ever-growing global network of merchant partners. The Pay with Points program offers loyalty program participants more choice to redeem their points for aspirational or everyday purchases from brands they love, and opportunities to use their points more often for smaller-dollar options. Pay with Points empowers loyalty program members to redeem their points for currency (e.g., eGift cards) from hundreds of carefully curated, popular merchant and restaurant brands (e.g., fashion, technology, food and beverage, travel and experiences)—even if those brands are not the ones through which they have earned points. It also drives more frequent loyalty program participation and brand engagement along the way. The fully digital program delivers reward currency in real time for frictionless redemption and spending experiences in-store or online. “Our new Pay with Points solution is a more robust redemption option for the loyalty industry, and delivers optimal value for consumers, our clients and our partners. Research continues to show that shoppers are actively seeking out deals—particularly loyalty points offers—to help offset inflation and other economic challenges, so this solution could not be more timely,” said Kelli Hobbs, VP, Head of US Business Development at Valuedynamx. “People value flexibility and choice in their rewards, and appreciate being able to use their rewards the way they want. Pay with Points optimizes loyalty program participation for consumers, and will help businesses capture and captivate their target audiences as brand loyalty wanes.” Pay with Points solves for common pain points consumers often associate with reward programs because it enables loyalty program members to select their own rewards based on their personal preferences. The exchange and redemption process is quick and simple, and it includes lower redemption thresholds so members have more opportunities to earn and spend. For instance, it may take a long time for a consumer to earn enough points through an airline loyalty program for a free flight. But having the option to redeem those airline loyalty points for lower-cost options from other brands provides greater choice and delights customers. Additionally, Pay with Points eliminates friction for reward program managers looking to drive engagement and program ROI within well-established or emerging programs that reach a broad customer base. The range of reward options fit a wide breadth of member preferences, and members can access their balance regularly from just about anywhere—cultivating relationships and reducing the risk of participation dormancy. The frequent engagement opportunities help drive brand affinity and customer lifetime value, broadening brand reach, driving incremental spend and opening up cross- and up-sell engagement opportunities. Thanks to its extensive global network of retail and card provider partners, Valuedynamx offers real-time program functionality seamlessly delivered locally, regionally, nationally or internationally. About Valuedynamx Valuedynamx is a leading global provider of curated, data-driven omnichannel purchase rewards. Part of Collinson, a group acknowledged for delivering the world's most valued travel ecosystem, Valuedynamx combines its expertise across payments, card-linking, affiliate marketing, earning and redemption into a single entity that delivers relevant and engaging solutions for its clients. Valuedynamx enhances customer loyalty and drives transactional engagement for some of the world’s largest airlines, banks, financial institutions and hotel groups. Valuedynamx supports over 400 million consumers, maintains 50,000 retail and travel partners and provides more than 400,000 rewards in more than 180 countries. Collinson has more than 30 years loyalty and customer engagement experience, and more than 10 years focused on delivering loyalty commerce solutions. The organization has been at the forefront of loyalty innovation, continually evolving and building capability to meet the changing needs of clients and their customers.

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Display Advertising, Ad Tech and Martech

Simpli.fi Launches ZTV, Bringing Highly Competitive Pricing to Audience-Targeted CTV Advertising

PR Newswire | July 25, 2023

Simpli.fi, the Advertising Success Platform that provides programmatic advertising and workflow solutions to agencies, brands, and media companies, today announced ZTV, an addition to its comprehensive suite of CTV advertising solutions. ZTV is an advanced offering that delivers targeted CTV advertising at CPMs in the low teens, which is approximately half the $23 average CPM for CTV advertising, according to Guideline, owner of Standard Media Index. ZTV provides competitive pricing while delivering CTV advertising on high-quality inventory with precise audience targeting, granular reach, and frequency measurement at the household level. With ZTV, advertisers are able to target campaigns using Simpli.fi's proprietary weighted ZIP code ranking system, based on U.S. Census demographic information and Automatic Content Recognition (ACR) TV viewing data, to identify and target the most relevant ZIP codes out of 41,000+ throughout the U.S. Campaign performance is improved by optimizing campaigns to the ZIP codes that index most highly to their desired audiences, based on demographic, viewing habits, conversion activity, and other factors. With granular digital reporting and attribution capabilities, ZTV adds toSimpli.fi's robust CTV advertising solutions suite, including: Household Addressable Targeting using both first-party data and custom audiences based on 3,000+ data variables. Geo-fencing of locations visited by targeted audiences. Behavioral Targeting leveragingSimpli.fi's unique unstructured search and contextual data, as well as third-party data segments. Inventory targeting with Private Marketplaces (PMP) deals and allow lists. Retargeting of audiences who have visited an advertiser's website or physical store. ZTV brings significant benefits to multiple advertising use cases, including: Local advertisers wanting to focus delivery of TV ads on the ZIP codes in their service areas at a lower CPM than typically required for cable zone targeting. Performance advertisers looking to minimize CPA and/or maximizeROAS measures. Multi-location businesses such as retail,QSR, franchises, and dealerships that operate in specific trade zones and/or zips. ZTV provides more granular targeting than DMA and Cable Zone buys, while also providing enhanced attribution and reporting insights. National advertisers wanting to compensate for under-delivery of linear TV by targeting specific ZIP codes that have a relatively higher usage ofCTV streaming compared to linear TV viewing. Media companies offering audience extension services that bundleSimpli.fi's CTV solutions with their owned and operated linear and CTV solutions. "As the industry prepares for a cookieless future and more consumers continue to cut the cord, this capability will help advertisers reach their target audience while adding CTV into their media mix with a future-proof solution," saidPaul Harrison, co-founder and CTO of Simpli.fi. "We're excited to offer this CTV targeting application to further campaign success for our clients and bring the added benefits of digital to TV advertisers." This offering is a strong addition to Simpli.fi's Advertising Success Platform, which is focused on enabling advertisers and agencies to perform more effectively and efficiently, and maximize ROI on their advertising spend. For more information about Simpli.fi's industry-leading CTV advertising solutions, please visit ourwebsite. About Simpli.fi Simpli.fiis the leading Advertising Success Platform, providing programmatic advertising solutions and workflow software to over 2,000 media teams, agencies, and brands. Simpli.fi empowers advertisers to maximize relevance, in what they do, in the connections made, and in the results delivered across CTV, mobile, display, and other media types. Our platform delivers performance on budgets of all sizes, executing over 140,000 campaigns for 30,000 advertisers in a typical month. Simpli.fi's investors include leading private equity firms Blackstone and GTCR.

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Ad Tech and Martech

Publica by IAS and Samsung Ads Expand CTV Ad Serving Partnership

PR Newswire | September 21, 2023

Publica, a leading Connected TV (CTV) ad server owned by Integral Ad Science (IAS), today formally announced their renewed global partnership with Samsung Ads, powered by proprietary ACR data, a leading provider of advanced TV advertising solutions to some of the world's biggest brands. This collaboration enables Samsung Ads to enhance its streamed content with a traditional TV-like viewing experience, while maximizing CTV advertising revenue via the introduction of a programmatic unified auction for the premium ad slots within their streamed ad breaks. CTV advertising is escalating rapidly and poised to grow in 2023 to $25.9 billion, according to GroupM's mid-year forecast. Advertisers have programmatic access to Samsung Ads Connected TV (CTV) inventory on Samsung's free ad-supported streaming service, Samsung TV Plus. As a demand agnostic CTV Ad Server, Publica helps global publishers and TV manufacturers deliver a seamless ad experience via the introduction of Server-Side Ad Insertion (SSAI), while also helping publishers maximize revenue by running a unified-auction between multiple SSPs and ad exchanges. Through this relationship with Publica, Samsung Ads is providing advertisers with enhanced buying techniques similar to those of linear TV. This includes competitive separation, frequency management and the ability to purchase the first slot within ad pods – much like standard TV commercial breaks. Key Publica technology products that Samsung Ads has implemented include: Advanced Ad Serving — Samsung Ads has the ability to deliver advanced CTV ad breaks with the granular controls required by advertisers to target, and with the ability to optimize each slot by revenue per second within the pod. Advanced Ad Pod Decisioning — Gives Samsung Ads the ability to guarantee an advertiser first pod placement, and own a pod by brand category, helping with competitive separation and buy side frequency management. Unified Auction — Enables Samsung Ads to run a controlled, unified auction of all demand sources to extract the highest yielding ad per slot in each streaming ad pod. Samsung Ads is also using the Publica 'Live Logs' feature to enable real time transparency into each of the programmatic auctions within which the company's inventory is cleared; this permits Samsung Ads to optimize yield and data strategies in real time to ensure they do not lose demand to supply path optimization (SPO). Publica by IAS has been instrumental recently in helping the IAB Tech Lab to build out the new protocols that bring increased security and targeting to streaming ad breaks via the introduction ofOpenRTB 2.6, and alsoads.cert 2.0 that secures the practice of SSAI. In implementing Publica CTV ad decisioning technology, Samsung Ads can ensure its CTV inventory is being targeted and served in the most secure way possible, providing its advertisers with the controls and transparency they require. "We're excited to renew our partnership with Samsung Ads and provide them with the ad decisioning technology to grow their global advertising revenues and empower Samsung Ads with the ad serving capabilities to improve their streamers' viewing experiences on CTV," said Sean Galligan, CRO, Publica by IAS. "As consumer viewing behaviors continue to rapidly evolve and shift towards streaming, it's critical that our ad serving technology is equally evolved and sophisticated," said Craig Chinn, Vice President, Programmatic, Samsung Ads. "By expanding our successful partnership with Publica, we ensure a high-quality experience for viewers while also delivering advertisers the control and transparency needed to effectively reach CTV audiences." About Samsung Ads Samsung Ads is Samsung Electronics' advertising ecosystem, spanning hundreds of millions of smart devices across TV, mobile, desktop, and beyond. Our deep understanding of consumers and unmatched position at the intersection of hardware, software and advertising delivers quantifiable results for brands on a massive scale. With the largest single source of TV data in the market, reaching 3 in 4 U.S. households, Samsung Ads unlocks unmatched opportunities to engage consumers during connected moments that matter. Today, Samsung Ads serves over 25 countries around the globe. About Integral Ad Science Integral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Publica by IAS is a leading Connected TV (CTV) ad platform that works with many of the world's biggest broadcasters, TV manufacturers, and OTT apps, providing solutions to maximize their revenue across their CTV inventory. For more information on Publica by IAS, visit getpublica.com

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Display Advertising

Valuedynamx Announces New Pay with Points Solution to Help Brands More Effectively and Frequently Engage Loyalty Program Members

businesswire | August 03, 2023

As the battle for customer loyalty and engagement rages, Valuedynamx, a leading global provider of curated, data-driven omnichannel purchase rewards, has announced its new “Pay with Points” solution that enables enterprises with points- or miles-based loyalty programs (such as airlines, banks or credit card issuers) to offer more robust reward options via Valuedynamx’s massive, ever-growing global network of merchant partners. The Pay with Points program offers loyalty program participants more choice to redeem their points for aspirational or everyday purchases from brands they love, and opportunities to use their points more often for smaller-dollar options. Pay with Points empowers loyalty program members to redeem their points for currency (e.g., eGift cards) from hundreds of carefully curated, popular merchant and restaurant brands (e.g., fashion, technology, food and beverage, travel and experiences)—even if those brands are not the ones through which they have earned points. It also drives more frequent loyalty program participation and brand engagement along the way. The fully digital program delivers reward currency in real time for frictionless redemption and spending experiences in-store or online. “Our new Pay with Points solution is a more robust redemption option for the loyalty industry, and delivers optimal value for consumers, our clients and our partners. Research continues to show that shoppers are actively seeking out deals—particularly loyalty points offers—to help offset inflation and other economic challenges, so this solution could not be more timely,” said Kelli Hobbs, VP, Head of US Business Development at Valuedynamx. “People value flexibility and choice in their rewards, and appreciate being able to use their rewards the way they want. Pay with Points optimizes loyalty program participation for consumers, and will help businesses capture and captivate their target audiences as brand loyalty wanes.” Pay with Points solves for common pain points consumers often associate with reward programs because it enables loyalty program members to select their own rewards based on their personal preferences. The exchange and redemption process is quick and simple, and it includes lower redemption thresholds so members have more opportunities to earn and spend. For instance, it may take a long time for a consumer to earn enough points through an airline loyalty program for a free flight. But having the option to redeem those airline loyalty points for lower-cost options from other brands provides greater choice and delights customers. Additionally, Pay with Points eliminates friction for reward program managers looking to drive engagement and program ROI within well-established or emerging programs that reach a broad customer base. The range of reward options fit a wide breadth of member preferences, and members can access their balance regularly from just about anywhere—cultivating relationships and reducing the risk of participation dormancy. The frequent engagement opportunities help drive brand affinity and customer lifetime value, broadening brand reach, driving incremental spend and opening up cross- and up-sell engagement opportunities. Thanks to its extensive global network of retail and card provider partners, Valuedynamx offers real-time program functionality seamlessly delivered locally, regionally, nationally or internationally. About Valuedynamx Valuedynamx is a leading global provider of curated, data-driven omnichannel purchase rewards. Part of Collinson, a group acknowledged for delivering the world's most valued travel ecosystem, Valuedynamx combines its expertise across payments, card-linking, affiliate marketing, earning and redemption into a single entity that delivers relevant and engaging solutions for its clients. Valuedynamx enhances customer loyalty and drives transactional engagement for some of the world’s largest airlines, banks, financial institutions and hotel groups. Valuedynamx supports over 400 million consumers, maintains 50,000 retail and travel partners and provides more than 400,000 rewards in more than 180 countries. Collinson has more than 30 years loyalty and customer engagement experience, and more than 10 years focused on delivering loyalty commerce solutions. The organization has been at the forefront of loyalty innovation, continually evolving and building capability to meet the changing needs of clients and their customers.

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