What is Native Advertising?
Native advertising is using paid advertisements that have a similar function, look and feel of the media format in which they are seen. They are found in social media feeds or also as recommended content on a website. Unlike banner ads or display ads, native ads don’t look like ads in the traditional sense. They look like part of the page. The main feature of native advertising is that it is non-disruptive. It shows the reader advertising content without being too obvious.
What does Native Advertising look like?
- "In-Feed” Ads- Ads that are displayed on social media sites such as Facebook or Twitter.
- Search and Promoted listings- Ad listings that are shown on the Top of Google Search page
- Content Recommendations-Recommended articles that are presented just below the article you read.
- Promoted Listings- It is ads that are placed on those web pages that are not content-based, such as sites with e-commerce, promoted listings are displayed identically, to match with products or services offered on the site.
- In-Ad (IAB standard)- An In-Ad is an IAB standard that is often placed outside the feed
- Custom/Can’t be contained- This is for the ads that do not come under any of the above content categories.
VDO.ai provides publishers with native video ads which enables them to publish ads in one of the above ways. Their video ads are customizable and seamless. The native videos are thoughtfully designed to deliver a great experience to the user as well as the publisher. They promise to increase monetization without much heavy lifting.
Native ads can have one or more of the following features:
- Small icon- In case you click on it, it shows that content block is a paid ad
- The word “Sponsored” is mentioned or a sponsorship credit.
- Suggested or recommended videos.
Why are marketers turning towards Native Advertising?
- Native advertising works because people look at native ads 53% more than display ads. Native ads lead to an 18% rise in the intent of purchase. The visual engagement with the native ads is similar, even a little higher than original content.
- Native advertisement fights ad fatigue. Ad fatigue is when the consumers get bored with watching ads. After some time, they stop paying attention. Native ads are brand awareness in editorial content, so consumers are not tired while watching them. Content is captivating and interesting, native advertising brings more engagement.
- The buyer knows that native advertisements are a type of advertising. In a current study by Stanford University, researchers told that native ads make a fool of nobody. The buyer knows that they are seeing a type of advertising; however, native ads still have a change in purchase behavior.
The Next Step: Programmatic Native Advertising:
What is programmatic advertising? When targeted ads are served to a specific audience in real-time and at a large scale. This is called Programmatic native advertising. Programmatic native advertising makes sure that businesses and brands make their ads exclusive in ROI by using the auction of native advertisements with RTB (Real-Time Bidding).
Programmatic Native in a Nutshell:
Native advertisements are created out of many metadata parts, such as content URL, headline, thumbnail image, description text, and more.
In Programmatic native advertising, when a consumer visits a website, it brings about a place for an ad impression. The SSP (Supply Side Platform) sends bid requests on side of the publisher. The DSP (Demand Side Platform) replies with metadata metrics and bids on side of the advertiser. The SSP chooses the winning bid and almost at that time itself configures the native advertisement via design template to fit in the app or the website. The entire thing takes place within a fraction of a second. With the programmatic platform, the native ad can get a more targeted response for each person in real-time, which brings about higher conversations and increased engagement.
Conclusion:
Native advertising is essentially using paid ads to match the functions, look and feel of the media format in which they are seen. People look at native ads 53% more than display ads that lead to an 18% rise in purchase intent. Programmatic native advertising makes sure that brands optimize their ads.
