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Getting Your Content Discovered What Is NATIVE Advertising? Going Native Getting your content discovered What is NATIVE Advertising? With many different definitions in the industry this is still a Native advertising is a form of fuzzy concept but Zane Furtado, Acquire Online Programmatic advertising that: Director feels Native is best defined as: Blends seamlessly into the content of the page, like original content within mobile and desktop “If you pay for environments placement of Clearly labelled as commercial/paid content valuable, relevant Effectively provides useful information to reader/user content in a format Encourages user-led “discovery” engagement similar to the third- Manifests as either an article or video promoting a party site, it’s native brand advertising.” Why use Native? With the overflow of content available these days, how do you get the buyers attention? While Native is relatively new it’s seen as an independent and credible form of advertising. It naturally follows users behaviour as it is experienced and consumed in the same way as any other content. 53% 18% 9% Consumers look native ads lift for brand at native ads 53% registered affinity more frequently 18% higher lift in responses than than display ads purchase intent banner ads.* *IPG Media Lab native advertising is reaching people Native advertising is reaching people who are increasingly ignoring online digital advertising due to banner blindness, as it mimics the NATIVE ADVERTISING IS: form and function of the page it appears on, and is non-intrusive. Crucially, a native ad on a social platform is much more likely to be Cost-efficient shared than a banner ad, thus increasing your chances of going viral Scalable and generating a snowball effect. Mostly avoids increasing prevalent Native has increased in popularity with the growth of Smartphones ad blockers in NZ as it perfectly fits the mobile and desktop environments and encourages user-led engagement. Combats banner blindness Native ads on mobile experienced CTRs 150% higher than banner ads Understanding the Core Ad Units native in-feed A non-intrusive ad placement, which sits within the editorial streams within mobile and desktop environments and encourages user-lead “discovery” iN-feed video FORBES engagement Native Video Ads are click-to-play and are usually longer than pre-roll video ads. They blend seamlessly into a user’s social media feed. In NZ this is a limited but developing YAHOO Native Ad Unit. It has a premium cost per view rates PAID SEARCH UNITS Paid search ads are promoted ads that appear simultaneously with organic search results on search Recommendation Widgets/ engines Content Discovery BING Content discovery widgets are typically found at the Customised Content TABOOLA bottom of an article labelled as “suggested posts/articles. They have value in reaching a wide audience in a cost- This includes all ads that are native, but don’t fall effective manner through content recommendation. into any of the above formats. Often brands seek publishers’ expertise in producing high-quality, PANDORA engaging content. Custom content (or sponsored content) is hosted on a publisher’s website How Can You Leverage Native Ads? The top objectives for native advertising continue to be brand awareness, content distribution and consumer engagement. PURPOSE OF NATIVE ADVERTISING 0% 10% 20% 30% 40% 50% 60% 70% Acquisition 29% Branding 58% Consideration 49% content distribution 59% Engagement 59% Retention 19% Others 10% Engaging/Refreshing Content Content Marketing is about delivering ongoing Effective Native ads have images that tell a story valuable information to buyers, so they ultimately and have a clear call to action. Supplying multiple reward you with their business and loyalty. A images and ad copy will enable Acquire Online to poorly written article won’t accomplish much constantly refresh the campaign and retain your more than frustrate the reader and damage a audience’s attention. brand’s identity. native ads best practices IMAGE BEST PRACTICES TIPS AND TRICKS Image size - recommended 1200 x 627 and Minimum of 2 images (preferably 5) 627 x 627. Under 1 Mb (jpeg preferred) Supply multiple title variations and images Video under 1 GB per url, to see what works best for your content Ad description – 25-120 characters Clearly set-up user expectations – for People are preferable, medium zoom example, if your promoting a video use the (shoulders up) word “watch” Avoid image clutter Implement our tracking pixel, which will allow Utilise eye catching colours to attract us to optimize your campaign towards video attention views, conversions, and page views Avoid clipart, brand logos and images with Outbrain and Taboola – only headline, no layered text. These may not crop well body copy TITLE BEST PRACTICES Ad title (headline) - 15-20 characters Front-load titles with eye catching main point Be specific, use your title to attract the right target audience The Power of Native on Social Platforms Native ads whether in-feed ads, or video offer Twitter has an estimated 120 Million visitors. advertisers the opportunity to build their social Promoted tweets are a form of native advertising followers and boost social engagement. Unlike as they blend in seamlessly with the non- banner ads, native in-feed ads on social media promoted tweets. Twitter have just launched platforms can provide social influence through Twitter Emoji. When a user places an emoji for likes, comments, re-blog and shares, increasing say pizza they will be served advertising relating chances of brands going viral. to Pizza. Facebook has recently launched Hyperlocal targeting to allowing advertisers to target ads to anyone who lives or was recently with a specific radius of their business. The average age of Instagram users is 18-29, and this makes it a great way to reach a younger audience. Content on Instagram is also highly visual, making it a fun and engaging way to get your brand out there. Microsoft’s recent $26 billion acquisition of LinkedIn is a testament to the power of the professional social network’s 1.1 million active NZ users. Programmatic and Native Advertising Programmatic native advertising allows you to target users based on specific criteria in real-time to ensure you reach the right audience. Acquire Online use five of the leading native and content discovery platforms to get your brands in front of the right audience and to optimize towards your goals. Our platforms have access to premium sites such as Herald, MSN, Stuff and Yahoo. Content is placed with trustworthy publishers who wish to create great authentic user experiences and publishers with dubious content are blacklisted. Targeting capabilities include: Contextual targeting Geographic targeting: by region and city Age and gender targeting Language targeting support for all major languages Device targeting (desktop and laptop, tablets, phones) NATIVE DISCLOSURE GUIDELINES - IAB Regardless of the native ad unit the IAB advocates that fully disclosure for paid Ad units is paramount. The disclosure must:* Use language that conveys that the advertising has been paid for, thus making it an advertising unit, even if that unit does not contain traditional promotional advertising messages. Be large and visible enough for a consumer to notice it in the context of a given page and/or relative to the device that the ad is being viewed on. Simply put: Regardless of context, a reasonable consumer should be able to distinguish between what is paid advertising vs. what is publisher editorial content. *Source: IAB Native Playbook 2 measuring success Native advertising campaigns success is ultimately measured by the cost of getting users to engage with their branded content. Measuring the full impact Quality of the ad and image plays an important part in better CTR’s. Paid distribution Once the user lands on a page, we can measure success by analysing bounce rate, time on site and other GA metrics to social and shares determine the quality of the traffic, or the user. Native ads can now be tracked via 3rd party tracking measurement tools so advertisers/brands have complete control over delivery. Some CRM native platforms even works with 3PAS tags. Paid search and SEO Remarketing Acquire Online can measure on conversions (PC and PV), clicks and video completion rate. Our Native Reach in New Zealand OVER 3 BILLION IMPRESSIONS AVAILABLE MONTHLY DESKTOP 55% AND MOBILE 45% Conclusion Acquire Online gives you access to a number of tools to reach the right audience. We work with multiple DSP’s, 3rd party tracking Programmatic Native Advertising solutions, multiple native platforms, search partners, social platforms and content management systems. Getting your Content Discovered In a constant world of change, trialling and testing is the only way to succeed. At Acquire, we give our advertisers complete High NZ Reach, Premium Environment, transparency in reporting as well as tweak strategies to achieve and hit your goals. Engaged Audience. Drive Engagements and Native advertising is only one of the many strategies we use Outcomes not just Clicks and it works if you have great content to push and leverage new engaging ad units to showcase your product. Speak to our Team Give us a call at: +64 9 360 5816 Tweet us @acquireonline Our Headquarters: Level 1, 196 Great North Road, Grey Lynn, Auckland 1021 Find out more at: www.acquireonline.co.nz.
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