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Joinative. the World of Native Advertising. Basics Everything You Wanted to Know About Native Advertising

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Joinative. the World of Native Advertising. Basics Everything You Wanted to Know About Native Advertising JOINATIVE. THE WORLD OF NATIVE ADVERTISING. BASICS EVERYTHING YOU WANTED TO KNOW ABOUT NATIVE ADVERTISING Part I TABLE OF CONTENTS 3 NATIVE ADVERTISING DEFINED Native advertising terminology Native advertising statistics Native advertising types 9 NATIVE ADVERTISING EXAMPLES Babbel Blinkist 11 NATIVE ADVERTISING GOALS 12 NATIVE ADVERTISING CHALLENGES 13 TOP NATIVE ADVERTISING PLATFORMS 15 NATIVE ADVERTISING BEST PRACTICES Targeting Ad creation 18 NATIVE ADVERTISING KPIS NATIVE ADVERTISING You face native ads every time DEFINED when you surf the Internet. You might even fail to notice you face Native advertising is an them. But you do. You find them online marketing method that in your social media feeds, on involves using paid ads that your favorite blog or Youtube match the look of the channel. website they’re displayed on In most cases, when we talk and fit seamlessly into the about native advertising, we surrounding content. refer to content recommendations that are Native advertising lets you target widely spread across a highly relevant audience and websites, especially blogs display your content to people who might be interested in your and magazines. product or service. Both their However, in-feed ads, promoted authenticity and non-intrusive listings, and paid search ads are nature make users enjoy quality also considered types of native native ads. advertising. 3 NATIVE ADVERTISING TERMINOLOGY In-feed ads Bid Ad types are displayed within The maximum amount of money content, product or social feeds, advertiser is ready to pay for an ad to matching the look and feel of the be displayed or clicked on (it depends editorial content. on the bidding model). Content recommendations CPC bidding Content pieces, such as blog posts, news articles, or landing Cost-per-click bidding model means pages, that are suggested to users that an advertiser will pay for each on the site they are visiting. click on their ad. As the final price is set during the auction, CPC may vary, but it won't exceed the bid set. Ad network An intermediary that connects CPM bidding advertisers with websites that host Cost-per-mille, or cost-per-thousand, ads and helps them coordinate ad is the bidding model where an campaigns. advertiser pays for impressions. The term denotes the price of 1,000 Content discovery platform impressions on one webpage. Content Discovery platforms Smart bidding display sponsored content on widgets placed below or next to The campaign bidding strategy that editorial content on publisher allows to maximize campaign websites and blogs. Using a series performance by adjusting bids of algorithms that help to predict automatically. In this model, an what users may like, these advertisers sets the baseline bid, platforms deliver personalized which is then optimized, based on recommendations for every historic network conversion data. reader. PROGRAMMATIC GLOSSARY Programmatic advertising DSP The use of technology to buy and A Demand Side Platform is a sell ad inventory automatically, system used by advertisers for where advertisers and publishers buying and managing ads only set conditions that should through a single interface. be met. Programmatic native advertising DMP An advertising method where ads A Data Management Platform is a that match the form and feel of software that is used to store and the editorial content of the sort incoming cookie data and build website they’re displayed on are audience segments to run highly traded programmatically. targeted advertising campaigns. Real-time bidding SSP The practice of buying and selling A Supply Side Platform is a ad space through real-time auctions technology platform that enables that occur while a webpage is publishers to sell and manage loading. their advertising space inventory. Open auction Ad exchange An auction where all bidders An open marketplace that connected via the SSP have facilitates the process of trading access to a publisher's inventory, digital ad inventory. DSPs and and the higher bidder wins an SSPs are connected to ad impression. exchanges. NATIVE ADVERTISING STATISTICS 67% * The statistics are collected from different sources. Please find references on page 20. In 2020, advertisers will devote almost two-thirds of The average CTR for native ads display budgets to native across industries is 0.2%. ads 70% 56% $53 75%of users would rather Native video billion will be spent learn about products advertising on native ads by US through content than accounts for 56% of advertisers in 2020 traditional video ad spending advertisements Usage of Paid Content Distribution Channels by B2C Content Marketers (%) Social media ads PPC (search engines) Banner ads Sponsorships Native ads (social ads not included) Partner emails Other 0 25 50 75 100 NATIVE ADVERTISING TYPES. IN-FEED ADS There's no single classification of native ads, as their formats are constantly evolving. At Joinative, we identify two major types of native ads: in-feed native ads and content recommendation widgets. In-feed ads are widely spread across social media channels, such as Facebook and Instagram, but you IN-FEED ADS can also find them on publisher content sites and news aggregators. EXAMPLES 2 Sponsored Sponsored Sponsored IN-FEED SOCIAL PROMOTED IN-FEED CONTENT 1 ADS 22 LISTINGS 33 RECOMMENDATIONS Ads inserted into the In-feed links to product Sponsored in-feed links newsfeeds on social media pages displayed among to articles, landing pages, networks. other carts on eCommerce video content. websites. 7 CONTENT RECOMMENDATION WIDGETS Recommended content remains a dominant native ad format. Content recommendation widgets are the units you see below or next to articles on the publishers’ websites. Sponsored content They are usually marked with ‘sponsored content’ or ‘you may also like’ labels. Being displayed within the editorial content recommendations, these units are non-intrusive and don’t disrupt the user experience. The recommended content These recommendation widgets are often example by taboola placed on premium websites, including The Guardian, HuffPost, NBC News, CNN, Daily Telegraph, and more. Publishers often rely on content discovery networks to promote their own content on their own websites. Paid content To show the most relevant content __ __ recommendations, content discovery platforms, such as Taboola or Outbrain, __ __ compare individual audience profiles against the targeting options advertisers set and customize widgets for every user. Today, content discovery platforms offer advertisers a large number of targeting options, allowing them to reach the right audiences at the right time. NATIVE ADVERTISING EXAMPLES Babbel is the world’s first language learning app. To raise awareness of the platform and reach more people willing to learn languages, Babbel runs multiple marketing campaigns, native advertising included. No polished stock imagery. The headline features the main challenge of a person learning KEY LEARNINGS languages – learn a new language quickly. On the landing page, a reader finds a video with users' reviews. Engaging content + social proof = effective landing page. Babbel effectively combines the power of content marketing and native advertising. The Babbel’s landing pages are their blog posts. Babbel’s main content marketing channel is their online magazine – it lets them connect with potential users and therefore achieve more registrations and downloads. The company has been amplifying its content through a variety of popular content distribution platforms, including Taboola, Outbrain, Verizon Gemini, and Revcontent. Their ads are widely spread across the world’s most popular websites, such as HuffPost, CBS News, Forbes, Reuters, and more. 9 Blinkist runs native advertising campaigns to Blinkist is a book- scale acquisition efforts beyond social media summarizing subscription channels and generate downloads to their app. service that puts key insights of 3000+ The company distributes their content using bestselling nonfiction content discovery platforms, namely Taboola books into pieces that can and Outbrain. You can find their ads on premium be read or listened to in publisher websites (if you're in their target just 15 minutes. audience). In this campaign, Blinkist decided to go with an intriguing headline to attract the widest possible audience. KEY LEARNINGS On its landing page, Blinkist highlights that the app is built by the world's smartest people. To encourage downloads and reach the campaign goals, a free trial of the app is offered. NATIVE ADVERTISING GOALS BUILD BRAND AWARENESS 1 . ATTRACT LEADS Brand awareness is about establishing . 2 a strong online presence for your brand. If you manage to build a Native advertising has already proved general knowledge of your brand extremely effective for reaching your among your target audience, it’s likely performance marketing goals that your brand becomes the first and increasing purchase intent. thing coming to mind when these consumers are ready to take action. It allows you to attract leads by Many brands leverage native advertising . driving your readers to complete to achieve brand awareness goals. specific actions, such as downloading Displaying their articles and videos on your application, signing up for a the world’s most popular websites, they newsletter, or any other action that reach wide but still highly relevant connects your prospect with your audiences. b r a n d . STRENGTHEN CUSTOMER 3 DRIVE SALES LOYALTY 4 Along with building brand awareness or Advertisers aim at driving direct sales less driving sales, native advertising is your frequently than building brand awareness or chance to create a relationship that increasing engagements, but it doesn’t mean builds trust and loyalty. the contribution of native advertising to the sales process isn’t significant. Customers appreciate meaningful content created to provide real value, Still, it’s not likely that someone will decide rather than simply make money. to make a purchase when seeing your sponsored content for the first time. That’s Due to their form, native ads don’t why campaigns aimed at driving sales are necessarily make a pitch for a product more likely to be successful when you’re or service.
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