Native advertising is a form of paid media where the ad experience follows the natural form, feel and function of the user experience in which it is placed. Your native ad is cohesive with the page content, assimilated into the design, and consistent with the platform behavior.
US advertisers will increase their investments in native digital display advertising this year by 24.6% to almost $44 billion. In 2020, almost two-thirds of display spending will go toward native ads.
Here are some reasons why you should invest in native programmatic advertising, and some tips for successful campaigns.
Programmatic + Native = The Perfect Combination
Relatively new in the past two years, programmatic native advertising is an automated buying and delivery technique designed to incorporate the marketers’ messages and assets in a publisher’s feed. For brands, your ad unit conforms to the design and feel of the sites on which they display, preserving the user-experience while producing click-through rates like that of the editorial environment.
Deploying native ads programmatically means you get the benefit of automated media buying, effective targeting and audience insights for optimization. It is the intersection of beautifully customized native content delivery and the power of programmatic technology.
At Precision Reach we generally break native advertising into two types:
- Native Display is the traditional form of Native advertising with an Image, Headline and Body Text. Often it is experienced in-feed or as Recommended Content.
- Native Video is typically placed in-feed between paragraphs or sections of an article or webpage. In-feed video may be accompanied by a headline and body text.
Example of a Native Display Ad.
Example of a Native Video Ad.
Native Creative Tips – Go Ahead, Mix It Up
Multiple Headlines please! Variations are critical; 4 to 5 headlines are highly recommended. Then optimize during the campaign for the higher performing headlines:
- Your headline is your first impression, there are no second chances
- Speak directly to your audience
- Start your headline with a verb
- Consider a full stop at the end
- An example would be: “Attention Corn Growers: 3 Nutrients your Soil Will Love.”
Body Copy variations. Like the headline, mix up your copy. Have 2 to 3 copy versions to allow the platform to optimize towards the top performing creative combination, while also ensuring users are not being served the same ad over and over.
600x600 and 1200x627 image sizes – provide both! This will allow for the widest inventory reach across the native landscape. The image can be the same, only sized differently.
Logos – square it! Since native placements will have a white background, we recommend applying a square logo with a white background to match as a best practice.
Optimization and Metrics
CTR (click thru rate) is the default optimization if not otherwise requested.
“Engaged Click” optimization is recommended for Native and the only requirements is to place a pixel code on your website provided by the Ops team. An engaged click is defined as the visit to the click through website lasting at least 15 seconds. This is the recommended optimization for most native campaigns we deliver at Precision Reach.
Viewability metric. Unlike display banners, Native ads are not designed for a "viewable branding effect" and optimizing towards that metric is irrelevant. Native is designed to drive engaged site traffic, a metric that should mean much more to advertisers compared to if their display banners being seen at a highly viewable rate. A native campaign with a lower view rate may have a higher conversion rate with a lower cost-per-lead. Read more here
Video Completion Rate (VCR). Since Native Video is designed to provide a mix of VCR & CTR performance, VCR tends be slightly lower than traditional pre-roll video. This is because it exists within a Native Outstream Video Placement that is not a forced view. Also, the format displays headline & body text that will likely contain a Call To Action; when a CTA is present the users may click through before the video ends, which would lower your VCR metric, but lead the user to your website.
Why Native Advertising is a Unique and Powerful Ad Solution
Your target customers are elusive. They already consume a lot of media, but how do you reach them with your media and your message?
Native advertising can be a solution. Your audience no longer responds to traditional advertising in the way they used to do. They will respond to content-infused campaigns. Instead of placing an ad, you put a good story in front of them.
Our focus is Agriculture at Precision Reach. In the past two years, we have seen a dramatic increase in Programmatic Native ad campaigns integrated with Farm Market iD farmer demo data and the Engaged Click optimization. The metrics speak volumes for Ag advertisers with a good story, multiple headlines/copy, and those who follow best practices for native advertising.
For more insights on Ag data-driven programmatic native advertising, email Sales@PrecisionReach.com or call Bob Schenck @ 847-778-1886