Native advertising is a significant tool in online marketing, with 74% of total US display ad revenue predicted to be generated by native ads by 2021. This trend is expected to be more engaging and less intrusive than traditional ads. Therefore, businesses and publishers must choose the right native advertising platform to capitalize on this trend. Understanding native advertising is crucial for businesses and publishers to effectively utilize this powerful tool.
What is Native Advertising?
Native advertising is a type of online advertising that seamlessly blends with the content of the platform on which it’s displayed. Unlike traditional display ads that can be intrusive and disrupt the user experience, native ads appear as an integral part of the content. Users are more likely to engage with native ads, making them an attractive option for businesses.
Why native advertising?
Here are some key reasons why native advertising has gained immense popularity among advertisers and publishers:
- Enhanced Engagement and Impressions: Users are more likely to notice and engage with native ads because they seamlessly blend with the content. This translates to better conversion rates and improved user engagement.
- Relevance: Native ads are designed to be contextually relevant to the content they accompany. This contextual alignment builds trust and brand loyalty among users.
- Publisher Control: Advertisers and publishers have greater control over where and how their ads are displayed, ensuring the right message reaches the right audience.
- Target Audience Reach: With the rise of ad-blockers, native ads offer a better chance to reach your target audience as they are less likely to be blocked, leading to more effective marketing campaigns.
- Device Responsiveness: Native ads can be easily optimized for different devices, ensuring a seamless user experience, even on mobile devices.
Now that we understand the power of native advertising, let’s explore some of the best native advertising platforms for publishers:
The different types of native ad networks.
Outbrain: Unlocking Premium Native Advertising
Outbrain, a renowned native advertising platform, is trusted by leading publishers like the BBC and The Guardian. It provides access to top DSPs through programmatic native ad demand, making it an attractive option for businesses.
- Minimum traffic requirement: 10 million page views.
- Pricing models: CPM and CPC
- Ad formats: in-feed and in-article native advertising for display and video ads.
Taboola: Leading the Way in Native Advertising
Taboola is another top-notch native ad platform used by reputable publishers like The Huffington Post and USA Today. It’s known for bringing in substantial traffic and page views.
- Minimum traffic requirement: 1 million page views.
- Pricing model: CPC.
- Advanced features include geo-targeting for precise ad placements.
Paved: Programmatic Native Advertising at Its Best
Paved offers programmatic native ads across thousands of newsletters, helping brands reach their ideal customer profile through email sponsorships. Dropbox, Bright Cellars, and HubSpot are among its satisfied advertisers.
- Minimum traffic requirement: 90,000 monthly visitors.
- Pricing models: CPM, RevShare, and CPC
- Real-time analytics for data-driven decisions.
How to choose the right native ad network
The most popular native ad networks
When choosing a native advertising platform, consider these factors:
1. Setup Procedure: Ensure the platform’s setup procedure aligns with your needs. Some platforms may require manual setup for each website, which can be time-consuming.
2. Pricing Model: Evaluate the pricing model to ensure it fits your marketing budget.
3. Quality of Ads: Review the quality of ads served by the platform to avoid potential issues with fraudulent advertisers.
4. Ad Network Requirements: Ensure you meet the platform’s requirements in terms of website statistics, traffic, budget, and feature needs.
In conclusion, native advertising is a powerful tool that can enhance your marketing efforts. By choosing the right native advertising platform, you can unlock its full potential and drive engagement and conversions for your business. Whether you’re a publisher or an advertiser, native advertising has something to offer everyone in the ever-evolving digital landscape. Make the most of this dynamic marketing approach and see your online presence grow.