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Native Ads: All You Need To Know

November 24, 2017

Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.

Form And Function

As a form, Native ads match the visual design of the experience they live within, and look and feel like natural content.
As a function, Native ads must behave consistently with the native user experience and function just like natural content.

THE IAB NATIVE EVALUATION FRAMEWORK: THE CORE 6 QUESTIONS

FORM – How does the ad fit with the overall page design? Is it in the viewer’s activity stream or not in-stream?

FUNCTION– Does the ad function like the other elements on the page in which it is placed? Does it deliver the same type of content experience, e.g., a video on a video page or story among stories, or is it different?

INTEGRATION – How well do the ad unit’s behaviors match those of the surrounding content? Are they the same, e.g., linking to an on-site story page, or are new ones introduced?

BUYING & TARGETING– Is the ad placement guaranteed on a specific page, section, or site, or will it be delivered across a network of sites? What type of targeting is available?

MEASUREMENT – What metrics are typically used to judge success? Are marketers more likely to use top-of-the-funnel brand engagement metrics (e.g., views, likes, shares, time spent) or bottom funnel ones (e.g., sale, download, data capture, register, etc.?)

DISCLOSURE – Is the disclosure clear and prominent?
Types of Native Ads
In-feed Native Ads – Normal in-feed
Endemic in-feed
Linked in-feed
Paid Search Ads
Content Recommendation Widgets
Custom Listings

Benefits Of Native Advertising

  • Average brand recall with native ads is 2X more than the traditional banner ad control group.
  • Through partnering with publishers, who are true experts at engaging audiences with content, you can learn how to build out your native ad offering.
  • Once a user engages with your native ad experience, you can retarget them with relevant display ads that have a much better chance at effectiveness.
  • The extent to which people share content related to the brand or information about the brand as part of their everyday social lives at work, on the go, or at home.
  • Partnering with publishers, who are true experts at engaging audiences with content, you can learn how to build out your native ad offering.
  • Native ads garner much higher CTAS. In fact, reading a native ad headline yield 308x more time of consumer attention than processing an image and banner

    The Do’s And Don’ts Of Native Advertising

Do’s

Properly label your content
Draw from social media when determining what types of headlines to use
Use body copy to smoothly lead the reader to your intended next step

Don’ts

Use inaccurate, misleading, or overly sensational headlines or ad copy
Write headlines that are “too good to be true
Create articles with duplicate content based on other affiliate offers
Encourage accidental clicks by implementing ads (or images) that appear to be organic contents.

Need more information on native ads? reach out to ese@digitalraves.com and omokafe@digitalraves.com and we will put you through the basics.

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