Going NativeGetting your content discovered

What is NATIVE Advertising?

With many different definitions in the industry this is still a fuzzy concept but Zane Furtado, Acquire Online Programmatic Director feels Native is best defined as:

“If you pay for placement of valuable, relevant content in a format similar to the third-party site, it’s native advertising.”

Blends seamlessly into the content of the page, like original content within mobile and desktop environments

Clearly labelled as commercial/paid content

Encourages user-led “discovery” engagement

Effectively provides useful information to reader/user

Manifests as either an article or video promoting a brand

Native advertising is a form of advertising that:

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.

*IPG Media Lab

Consumers look at native ads 53% more frequently than display ads

53%native ads registered 18% higher lift in purchase intent

18%lift for brand affinity responses than banner ads.*

9%

native advertising is reaching people

Native ads on mobile experienced CTRs 150% higher than banner ads

Native advertising is reaching people who are increasingly ignoring online digital advertising due to banner blindness, as it mimics the 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 shared than a banner ad, thus increasing your chances of going viral and generating a snowball effect.

NATIVE ADVERTISING IS:

Cost-efficient

Scalable

Mostly avoids increasing prevalent ad blockers

Combats banner blindness

Native has increased in popularity with the growth of Smartphones in NZ as it perfectly fits the mobile and desktop environments and encourages user-led engagement.

A non-intrusive ad placement, which sits within the editorial streams within mobile and desktop environments and encourages user-lead “discovery” engagement

native in-feed

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 Native Ad Unit. It has a premium cost per view rates

iN-feed video

Paid search ads are promoted ads that appear simultaneously with organic search results on search engines

PAID SEARCH UNITS

Content discovery widgets are typically found at the bottom of an article labelled as “suggested posts/articles. They have value in reaching a wide audience in a cost-effective manner through content recommendation.

Recommendation Widgets/Content Discovery

This includes all ads that are native, but don’t fall into any of the above formats. Often brands seek publishers’ expertise in producing high-quality, engaging content. Custom content (or sponsored content) is hosted on a publisher’s website

Customised Content

FORBES

YAHOO

BING

TABOOLA

PANDORA

Understandingthe Core Ad Units

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

Acquisition

Branding

Consideration

content distribution

Engagement

Retention

Others

0% 10% 20% 30% 40% 50% 60% 70%

29%

58%

49%

59%

59%

19%

10%

Content Marketing is about delivering ongoing valuable information to buyers, so they ultimately reward you with their business and loyalty. A poorly written article won’t accomplish much more than frustrate the reader and damage a brand’s identity.

Engaging/Refreshing ContentEffective Native ads have images that tell a story and have a clear call to action. Supplying multiple images and ad copy will enable Acquire Online to constantly refresh the campaign and retain your audience’s attention.

native ads best practices

Image size - recommended 1200 x 627 and 627 x 627. Under 1 Mb (jpeg preferred)

Ad title (headline) - 15-20 characters

Video under 1 GB

Ad description – 25-120 characters

People are preferable, medium zoom (shoulders up)

Avoid image clutter

Utilise eye catching colours to attract attention

Avoid clipart, brand logos and images with layered text. These may not crop well

Front-load titles with eye catching main point

Be specific, use your title to attract the right target audience

Minimum of 2 images (preferably 5)

Supply multiple title variations and images per url, to see what works best for your content

Clearly set-up user expectations – for example, if your promoting a video use the word “watch”

Implement our tracking pixel, which will allow us to optimize your campaign towards video views, conversions, and page views

Outbrain and Taboola – only headline, no body copy

IMAGE BEST PRACTICES

TITLE BEST PRACTICES

TIPS AND TRICKS

The Power of Native on Social PlatformsNative ads whether in-feed ads, or video offer advertisers the opportunity to build their social followers and boost social engagement. Unlike banner ads, native in-feed ads on social media platforms can provide social influence through likes, comments, re-blog and shares, increasing chances of brands going viral.

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.

Twitter has an estimated 120 Million visitors. Promoted tweets are a form of native advertising as they blend in seamlessly with the non-promoted tweets. Twitter have just launched Twitter Emoji. When a user places an emoji for say pizza they will be served advertising relating to Pizza.

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.

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.

Programmatic and Native Advertising

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.

Programmatic native advertising allows you to target users based on specific criteria in real-time to ensure you reach the right audience.

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 - IABRegardless 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. Quality of the ad and image plays an important part in better CTR’s.

Once the user lands on a page, we can measure success by analysing bounce rate, time on site and other GA metrics to 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 native platforms even works with 3PAS tags.

Acquire Online can measure on conversions (PC and PV), clicks and video completion rate.

Measuring the full impactPaid distribution

social and shares

CRM

Paid search and SEO

Remarketing

OVER 3 BILLION IMPRESSIONS AVAILABLE MONTHLY

DESKTOP 55% AND MOBILE 45%

Our Native Reach in New Zealand

Acquire Online gives you access to a number of tools to reach the right audience. We work with multiple DSP’s, 3rd party tracking solutions, multiple native platforms, search partners, social platforms and content management systems.

In a constant world of change, trialling and testing is the only way to succeed. At Acquire, we give our advertisers complete transparency in reporting as well as tweak strategies to achieve and hit your goals.

Native advertising is only one of the many strategies we use and it works if you have great content to push and leverage new engaging ad units to showcase your product.

Programmatic Native AdvertisingGetting your Content Discovered

High NZ Reach, Premium Environment, Engaged Audience. Drive Engagements and Outcomes not just Clicks

Conclusion

Speak to our TeamGive us a call at:+64 9 360 5816

Find out more at:www.acquireonline.co.nz

Our Headquarters:Level 1, 196 Great North Road,Grey Lynn, Auckland 1021

Tweet us @acquireonline