Breakthrough Web Design - 641-201-1459 - Build Your Online Presence
News & Entertainment for Mason City, Clear Lake & the North Iowa Region
• Founded 2010

Native advertising in 2020


This news story was published on October 24, 2019.
Advertise on NIT Subscribe to NIT

Title= Look for the effectiveness of native ad and its application with programmatic ad networks

Description= Programmatic ads are a popular direction of marketing. Native advertising is a developing niche for programmatic. Read the article and find out how to use them together

Native advertising is considered to have extremely great potential. Even today, marketers keep exploring this field in order to find new effective solutions for the audience reach. Native ads will continue developing in 2020.

The essence and benefits of native ads

Native advertising is a form of paid ad, which matches the surrounding environment and the content of the webpage. It not just looks but also feels and functions similar to the content. Very often, such adverts do not even look like ads. For ordinary users, it might be hard to define it as advertising. 

Native advertising is not something new. It has existed for about a century. It has been used in various types of media such as magazines, radio, TV, newspapers, etc. Today the development of IT and the Internet allowed using native ads for online advertising. 

As experts claim, native advertising is more cost-effective compared to display ads. Consider the key advantages of such a way of promotion:

  • harmony with the surrounding environment
  • attention-capturing presentation
  • non-aggressive display
  • pleasantness to the users’ eye
  • high relevance
  • the usefulness of the information presented, etc.

People are very positive about native ads in most cases because they do not look disruptive or annoying. They are more likely to click on such adverts than on traditional banners or other formats of digital ads.

Native advertising and programmatic ad platforms

The popularity of a programmatic approach gave an impulse for further development of native advertising. Programmatic is a marketing direction, which provides the automation of ad space trading process and more advanced targeting. Thus, the ad placement became faster while the opportunities for optimization became wider. As a result, advertising got much more effective.

There are many advantages achieved by the application of programmatic platforms for the placement of the native adverts:

  • an increase in ad relevance
  • better performance of the ads
  • more effective ad trading process (compared to the traditional method of ad buying)
  • a decrease in money investments (there is no need to negotiate, organize meetings, fulfill various manual operations).

Such an approach makes the human involvement minimal. Thus, there are low risks of errors and fraud. Besides, marketers spend much less time to make a deal. Thanks to the targeting options provided by the automated platforms, it is very easy to find a perfect place for your ads.

Solutions for PNA

There exist 3 main solutions for the application of PNA:

  • native social media (it concerns the adverts, which you can see ‘in-feed’, they are situated in the organic newsfeeds and have a ‘sponsored’ label)
  • programmatic native advertising (you can see such adverts on the publishers’ sites in the organic article feed, below the content, on right/left side rail or in an application. They offer top-funnel content and are usually marked as ‘sponsored’)
  • managed services technologies (special solutions are created to let advertisers manage their advertising campaigns in up to 30 networks and platforms).

Tips for the PNA application

To successfully use programmatic native advertising, it is required to understand how to work right with such technology. Consider our tips to reach your goals:

  1. Define your purposes (various companies have different purposes. The goals can concern engagement, brand awareness, KPIs, traffic driving, higher conversions, etc.)
  2. Use story sequencing (thus, only the users who engage with top-funnel content will later be delivered mid-funnel content with the help of programmatic native ad and so on)
  3. Target your audience smartly (consider context, audience features, time of the day, geographical location, type of gadget used, etc.)
  4. Select the terminology wisely (it is important to follow the goals stated in your strategy, the parameters of a campaign are set up in the user interface of the network. Thus, if your goal is traffic to a particular site, having a FB campaign charging for clicks/likes/shares is not reasonable)
  5. Keep experimenting (you can always make predictions on the basis of research and other information but advertising is always about testing. Use A/B testing and optimize your campaign)
  6. Pay attention to the content of the page, where your ad will be placed (it is important to avoid fake news or other doubtful content, as those can negatively influence your reputation).

Use our advice to effectively apply programmatic native advertising for your business.

Leave a Reply

Your email address will not be published.

 characters available