Technology has altered the way consumers discover, assess, and purchase goods and services, ultimately elevating the significance of digital marketing. Today, companies are using digital marketing techniques to make the consumer aware of their product, customer acquisition, and increase their product’s reach to various market segments.
Introduction to Native Advertising
Advertising a product and its information using ads on publisher’s websites is one of the digital marketing techniques to increase the reach and sales of the product. Consumers encounter multiple web page ads whenever they visit any publisher’s page. Based on the ad’s appeal, such as whether the ad content is relevant to what the consumer is looking for? Is the ad creating a non-disruptive user experience or not? The consumer decides whether to click the ad and make a purchase or skip the ad.
A disruptive user experience creates an unpleasant environment for consumers, making them switch to other web pages, and the company can lose a potential client. Ads with relevant content to the publisher’s webpage help in consumer acquisition and create a non-disruptive experience for the user. It can be achieved through Native Advertising.
Native Advertising is the concept of designing ads that are so consistent with the page’s content, design, and platform behavior that the viewer believes the ad belongs there.
Native Advertisements are tailored to the medium in which they appear. These advertisements have an editorial appearance and are less intrusive and aggressive than other forms of digital advertising. When promoting a product, cause, or brand, native ads are widely utilized to provide additional information.
Benefits and Features of Native Ads
Native Advertising provides numerous benefits and features to publishers and advertisers over traditional display ads.
1. Enhanced Engagement and Impression
The Traditional Advertisement is non-disruptive and creates an unpleasant experience for the users; as a result, the user switches to other web pages, and the conversion rate of that webpage decreases. In contrast, the native ads are relevant to the web page’s content and appear to be a part of the webpage itself. Even if the users are not interested in native ads, they will continue with the same webpage.
This is why customers are 25% more likely to view and 53% more likely to interact with native adverts. Stronger impression and engagement rates can result in improved conversion rates.
2. Native Advertisements are More Relevant
Since Native Advertisements are designed to blend in with the site’s content, they typically have greater contextual relevance. In addition, they do not appear to be exploiting the user’s choices and preferences, contributing to the development of trust and loyalty. In the long run, this helps build a solid customer base with repeated and loyal customers.
3. Native Advertising Gives Publishers more Control
Traditionally, publishers did not know where their adverts would get displayed and at what time. With Native Advertising, the publisher controls the ad placement process to create an environment for their adverts. It also gives the publisher control over where the ad will get placed and at what time.
4. Better Chance to Reach Targeted Audience
Many ads, such as display ads (banner ads), create an unpleasant and disruptive user experience. Users rely on ad blockers which block such webpages for the users, decreasing customer acquisition and conversion.
The Native Advertisement provides ads relevant to the webpage that maintains user interest and ensures maximum reach to the targeted audience. High reach ensures high pay-per-click, generating colossal revenue.
How Can B2C and B2B Businesses Take Native Advertisement’s Leverage?
Native Advertising is one of the most effective marketing channels for B2B and B2C markets. For any business, customer acquisition and conversion are a must. Native ads are 53% more likely to get users’ attention without being unpleasant, and more importantly, they have a click-through rate (CTR) that is almost nine times better than traditional display ads.
This is the main reason why advertisers and publishers are starting to use Native Advertising platforms more and more to run ad campaigns.
- Native ads are relevant to the publisher’s content, so consumers don’t skim over the ads so easily, and this creates an opportunity for the B2B and B2C market for customer acquisition and conversion.
- Using Native Marketing helps B2B and B2C markets increase consumer awareness about the product and ensure conversion of the potential consumer.
- Native Advertising campaigns are highly effective for brands with a plethora of content or a compelling story. Brands can use such content and story for advertising the relevant product and preventing advertisers from banner blindness.
- In addition to this, Programmatic Native allows B2B and B2C markets to engage in the content they have already created. Due to the fact that many brands utilize the content for SEO purposes, Native Advertisements provide an extra method for communicating content to the targeted audience.
All of these helps B2B and B2C business to attract consumers to the webpage and stay longer on the webpage, which can eventually ensure conversion of the consumer and hence growth and revenue generation.
Top 5 Native Ad Platforms
Following are the top 5 native ad platforms used in the market by marketers.
1. Outbrain
2. Taboola
3. Yahoo Gemini
4. Nativo
5. TripleLift
1. Outbrain
Outbrain is one of the most prominent Native Advertising systems employed by some prestigious publishers, like the BBC and The Guardian. The advertising network offers publisher access to leading DSPs via Programmatic Native ad demand.
• Outbrain’s eligibility requirements require a minimum of 10 million page visits per month.
• Outbrain provides CPC and CPM pricing models with a minimum payment of $0.
• Outbrain enables both in-feed and in-article Native Advertising for display and video advertisements.
2. Taboola
Taboola is a valuable tool for increasing website traffic and page views. It is utilized by prominent publishers such as The Huffington Post and USA Today.
• A site must have more than 1 million page views to be eligible for Taboola.
• Taboola has only a CPC price model, and the maximum cost per CPM and RPM is approximately $2.00.
• The minimum payout from Taboola is $100. Marketers can also employ current advertising tools, such as geo-targeting, to place Native Advertisements in the appropriate locations.
3. Yahoo Gemini
Yahoo Gemini, one of the leading ad platforms in the United States, provides Native advertising for some leading brands, such as Yahoo, AOL, TechCrunch, and Huffington Post. Image advertising, app install ads, video ads, carousel ads, Yahoo Mail ads, and Moments ads are among the many native ad formats available. Users also have the option to import Google Ads ad campaigns. This Native Advertising network requires only 10,000 page views per month of website traffic.
4. Nativo
Nativo is a great alternative for an ad publisher for a media website. This ad network has supplied Native Advertisements for Dow Jones, The Wall Street Journal, and Time Inc without imposing traffic restrictions.
It offers a variety of targeting choices and ad types in addition to Ad Store, which enables publishers to select and activate multiple monetization partners concurrently. There is no minimum amount of web traffic, and the lowest amount that needs to be paid is only $50.
5. TripleLift
TripleLift is a Native Advertising platform that lets OTT and native publishers monetize their inventory via demand associates and partners. The ad network allows the user to have a dedicated account manager and a customer support team to help users run ad campaigns. Some of the supported ad formats are in-article, in-feed, carousel, and video.
The pricing for the platform is based on CPM and CPC models, with a maximum CPM rate of $3.00. There is no minimum amount of traffic, and it requires only a $50 minimum payment.
Authors View
A publisher’s website may display content or media along with ads. A user always wants a pleasant experience without disruptions or unrelated content. Interruptive media advertisements such as pop-ups and banners might detract from the user’s experience. Therefore, it has become vital for advertisers to utilize more organic types of advertising.
Native Advertisement provides what exactly the user is looking for. It will integrate with the media or content of the webpage to provide customers with a distraction-free experience. Thus helping the brands to maximize their reach and enhance customer acquisition and conversion.
