The native and programmatic advertising formats are the new advertising formats. As traditional banner ads and display become less effective, more firms have found refuge in native marketing. Internal users are increasingly ignoring overt sales methods. Google points that the average CTR for display ads are in free fall. In contrast, native ads are enjoying higher CTR because visitors get more than a hard sell.
What Exactly is a Native Ad?
This is a piece of content that resembles and feels like a conventional editorial article. Complex algorithms allow marketers to position their native ads adjacent to related content on the web. Your target consumers are likely to engage with the sponsored article that provides relevant info compared to traditional banners.
You can customize ad widgets to make ads blend naturally with regular content. This helps to drive higher CTR and raise conversion. A carefully designed native ad can deliver two-three times higher CTR compared to the conventional banners. Today, over 50% of ads on Facebook are native. This trend is expected to hit 74% by 2021.
The Fast Growth of Programmatic Platforms
Digital ads are mainly sold via programmatic platforms. Here, special algorithms determine the best rates for ads based on the clients’ interest, browser history, and location. About 52% of non-search digital ad spending goes to programmatic transactions.
Real-time bidding (RTB) is the fastest growing method of programmatic advertising. In fact, RTB is growing even faster than programmatic advertising. This growth is expected to continue growing at 24% in the US reaching $26 billion by 2020 from $8.7 billion in 2015.
The demand-side platforms (DSPs) facilitate RTB for brands, buyers, and even advertisers who want to increase their reach. DSPs automate the ad purchase process so that more data from different sources can be accessed and analyzed promptly to determine the best impression for potential clients.
The supply-side platforms (SSPs) allow publishers to easily manage their ads space inventory by using only ads that will generate revenue. SSPs allow publishers to support the data they have about the target niches to craft more effective ads.
If a Native Ad is Created Properly, it Will Engage
The success of native advertising is crafting highly engaging content that delivers great value to readers. In contrast to conventional displays that only afford users a short moment to get the attention, native ads are there for longer to drive better user engagement.
If the native ads are done well, they can deliver a highly targeted and great experience that will raise brand awareness which will also help in SEO Singapore. However, if the native ads are crafted poorly, they can have adverse consequences on the publisher, brand advertiser, and the platform.
Google and other top players in the internet world are sparing no effort in guaranteeing users of high-quality traffic. It is because of this focus that most popups are blocked all the time because they do not deliver quality traffic. Marketers are no longer interested in traffic that will not raise ROI. Most of them are comfortable with low but high-quality traffic that will generate more sales. This is the secret to native ads. Whether the current digital marketing campaigns are bearing results or no, it is time to go the native ads.
