What type of native advertising format is best for you?

What type of native advertising format is best for you?

The variety of native ad units makes it difficult to select the right one but the perfect choice can be crucial for the success of your campaign. When it comes to digital, native advertising is the relatively new kid on the block that everyone wants to make friends with!

Here are some useful tips on how to create your native ad strategy

It is useful to combine native advertising with other types of advertising. Typically, native ads are part of a more comprehensive content marketing strategy.

Here is a short guide to creating a marketing strategy that includes native advertising.

1. List your objectives

What goals do you want to achieve with native advertising? Having a clear set of goals is the quickest route to success.

Set up realistic goals by waiting at least 3 months to gather data and set up realistic objectives.

Some goals to focus on:

  • Boost awareness of your brand
  • Increase traffic to your site
  • Generate more sales leads

Budgeting: once you’ve defined your goals, work out how much you can spend to reach them. Create an appropriate budget for your native ads campaign.

Make sure your budget allows for some flexibility to react to online feedback and optimisation as the native ads campaign progresses.

2. Reach your audience

To produce the right content at the right time, ask yourself:

  • Who is my ideal user?
  • Do I know the who, what, where, when and how of my audience?
  • What are my audience’s preferences, interests, demographic characteristics and geographic composition?

3. How do you want to reach your target audience?

This is an essential question to consider when creating a native ad strategy.
Though there is no need to produce the content for the duration of the campaign in advance do set up the timelines and budgets for each native ad campaign and think about which platforms and formats to use for your native ads and each campaign’s theme and goal.

Some great channels where you can publish your content:

  • Youtube for videos and vlogs
  • Medium for blogs
  • Pinterest for pinning blog posts with images
  • iTunes for podcasts
  • Quora for Q&A type of exposure

4. Work on your content ideas

Let’s get into the nitty gritty of your native ad strategy.

It’s time to get creative and start developing ideas for the content each native ad campaign will run.

Find inspiration in what your native ad campaign’s goal is and your knowledge about your target audience. Keep in mind the intended publisher’s guidelines when creating the specific ads and other content pieces.

Does your content fit the following?

  • Platform
  • Format
  • Goals
  • Target audience

Remember: your native advertising content will seamlessly blend in with the rest of the content on an app, website, or publisher.

5. Measure Your Campaign’s Performance

It is useful to know how your native ads are performing in its early stages. Measure the performance during the campaign and optimize it regularly to get the best results.

Data is your most valuable asset.

Gather as much relevant data as you can to monitor and decide what your next steps should be. Don’t be afraid to try out different subject lines, images or videos, and CTAs, then collect performance data to understand what works best.

Choosing the best native ad unit for you

So, which is the best native ad unit for you? It depends! Here are some:

Social

In-feed social media marketing is the most famous form of native advertising. Here sponsored posts target their users in their news feeds or suggested via trending topics.

In-feed

Native advertising on social media is considered “in-feed”, but not all in-feed native advertising takes place on social platforms. Real time bidding allows digital marketers to use targeting techniques and offer relevant ads to people across a list of pre-approved websites. While the ad takes on the look and feel of an article, it is possible to differentiate it from organic content by an advertising label.

Recommended Content

While in-feed ads are generally placed within a publisher’s content feed, recommended content is nearly always located at the bottom of a given publisher site. Just like an in-feed ad, users can click on it and are taken out of the publisher site to the blog or landing page of the brand responsible for the ad.

Test, test, test

…to make sure your ads are targeted at your ideal client types and get in touch for more tips and guidance when it comes to your native ad campaigns.

Why Is Context Crucial?

contextual advertising

Until not so long ago, contextual solutions for advertising served two main purposes: brand safety and the identification of a potentially relevant inventory for ads based on keywords or contextual information.

The last few years, however, contextual advertising has taken advantage of powerful new technologies that provide a strong variety of cutting-edge capabilities and tools.

The businesses that are making the most of that innovation are no doubt gaining an advantage over their competitors in being heard by key audiences in relevant environments whilst protecting their brands.

The following 3 developments in contextual advertising are providing opportunities for the marketers of today and tomorrow:

1- Adding More than Text to Contextual:Impact and Relevance

This truly is an exciting step forward in contextual advertising: a horizon solely comprising words is expanding to include audio, video, images, and more.

Advertisers can use their existing contextual intelligence solutions through ever evolving integrations, allowing them to keep up with changing technologies and consumer consumption patterns through multimedia and multiple formats.

Marketers are now given a comprehensive understanding of content which includes audio, video, and images ensuring a more useful understanding when and where to publish ads.

2-The move from brand safety to brand suitability

The keyword-based blacklist approach used by many companies encompasses words, such as shoot or drugs, making it too wide and ineffective to a properly address the subtlety of brands and the human aspect of language more generally.

The appropriateness of contextual intelligence taps into the uniqueness of brand identity in order to offer control over where ads appear. It also avoids inappropriate content while maintaining the ability to stay connected to the particular reality of the brand.

3-Content analysis that makes the most of consumer trends

Content analysis is a portal into consumer engagement and hot topics that can lead to highly productive planning centred around specific dates: holidays, events, upcoming news, and other opportunities.

Contextual intelligence also allows marketers to analyze trending content to capitalise on media and make the most of real-time opportunities. This kind of event-based content is a core part of a strategy which aims to work from quality audience data. Marketers can take advantage of positive, brand-building content whilst avoiding negative information.

The result? A campaign that’s optimized to be its most relevant at the time of its delivery.

Makeover 2021: How to Whip Your Digital Marketing into Shape

….And also what happened to Primark?

Primark during lockdown

When the facts change, I change my mind is an oft-quoted phrase, and have facts ever changed as quickly as they have in the past 12 months?

From temporary lockdowns to permanent shutdowns, it is still unclear exactly what the new ‘facts’ of living in a post-Covid world will look like.

With that in mind, now is a good time for businesses of all sizes to re-examine their direction of travel. Will film studios now skip the cinemas for streaming? And is the high street now truly dead?

If so, then e-commerce will have finally won the battle it has been dominating for the past decade-or-so. And that means businesses need to start taking e-marketing seriously….

Look at Primark. Great shop, fantastic brand, loyal customer base. But the company’s online strategy? Stuck in the past. And not even the recent pre-Covid past.

Though things will return to a reality closer to the one before 2020, it will never be exactly the same. Try to plan ahead and work out what this will mean for you in terms of a strategy that can work.

1- Consider E-commerce as an integral part of your business.

Primark lost £430m of sales during lockdown with 11 stores open 24 hours, at the end of last year, to try to make up for the loss and is now shut again. Often questioned for not having plans to sell online or have an e-commerce site retail consultant Graham Soult pre-Covid had stated: “While the high-street business is thriving and growing, Primark can make a convincing case of “if it ain’t broke, don’t fix it”. Well, it now undoubtedly ‘broke’ so this could be a good time to change things. Even if we were to go back to in-store shopping, undoubtedly e-commerce will never lose its grip again so it’s worth investing in this side of your business if you haven’t already.

2- Plan your social media posts

Plan your social media posts now so that you can advertise your product and hit the ground running for when sales increase. What tools are you tempted to try out?

3- Consider contextual forms of advertising

Consider contextual forms of advertising that appear as a natural continuation of your customer’s journey. Our proprietary technology offers the insight necessary for you to know when your audience is searching for something aligned to your product, even geolocation wise making the search more productive for all…check it out -> www.vertismedia.com

4-Create engaging content

The first step to getting content right is to ask yourself:

  • What do you spend the most time doing online?
  • How long do you think typical users spend online every day?

Recent studies show that on average consumers spend 8 hours or more a day engaging with digital content. Content is EVERYWHERE…it’s at the heart of every internet journey.

SO

What does online content mean to you?
How many of these would you included in your content strategy?

• text
• audio
• video
• photos
• images
• graphics
• animations

5-Think about integrating 3D/ AR elements to your strategy.

According to global augmented reality statistics, there will be about 1.96 billion mobile AR users by 2021 and 2.4 billion users by 2023. A BRP report showed that nearly 50% of consumers were more likely to buy products from retailers that were also providers of AR experiences. When customers experience advertised products in context, by placing three-dimensional (3D) holograms of the products in their physical surroundings this AR-enabled product reduces the effort required to create purchase-related imagery. Where customers are increasingly distant when it comes to the purchasing context, AR makes it easier to imagine the product.

Which of these 5 points have you already integrated in your strategy?

We’d love to know.

Image from The Times.

What’s your advertising strategy for 2021?

3 questions you can ask yourself right now:

  1. What do you want to achieve? Do you want to increase your sales, generate more brand awareness or maybe you need to generate leads?
  2. Who is your audience?
  3. What kind of interesting, relevant content is going to get you where you need to be?

Step 1: Goal setting

Building an advertising strategy starts with being clear about which goals need to be set. What are you looking to achieve through your ad campaigns?

Goal examples:

  1. Generating leads
  2. Increasing sales
  3. New subscribers for a newsletter or website
  4. Increasing website traffic
  5. Raising brand visibility

The important thing here is not to be vague about what your goals is. Make your native ad campaign goals specific. Do you want more people to subscribe to your website? Have a figure in mind and make sure you set a deadline to work towards reaching that goal.

Step 2: Decide who your Target Audience is

Define the audience you want to reach. Contextual and native ads are actually able to direct content to people who have yet to hear about your brand but who would be happy to read information involving it.

The great thing about these types of ads is that you can target ads by age, gender, interests, location, device usage and more. This makes certain that the right people are being targeted with the right content, on the right devices, in the right places, at the right time.

Step 3: Build great content

Content is at the heart of any native advertising strategy. Our number one tip is that you need to think like a reader and not like an advertiser. What does your target audience want to see?

Aiming for informative content is always a winner!
Content to consider includes:

  1. Useful content to educate and inform people, and help them get to know your brand
  2. Informative content aimed at generating leads for particular products or services
  3. Content to drive sales

Start off by following these 3 starting points and you’re set for a successful and effective native advertising strategy for improving brand awareness, attracting leads and making sales. Get started with Vertis Media’s contextual and native advertising.

What does 2021 hold for digital marketing?

The sectors that came out winning from 2020 were media streaming businesses, mobile gaming and e-commerce propelled forward by peoples’ increased confinement for long periods of time.

As we creep towards 2021, however, our hopes are also tentatively gearing towards normality returning so let’s see what we think the two main trends for brands are:

  1. Creativity: In order to build unique and engaging experiences the future of native includes, without a doubt, the increasing integration of creative features and assets. Brands were already demonstrating more involvement in how its messages were being marketed but with Covid this process has accelerated, with brands using their in-house resources to develop new ideas when it comes to promoting what they have to offer.
  2. Flexibility: Given the historical moment we are currently experiencing, flexibility is everything. As distributors of digital campaigns Vertis Media are having to adapt extremely quickly in order to react to the changes that are occurring, sometimes on a daily basis, with the brands we work with. In a world in which things are changing at a faster pace than we could have ever imagined before (and that’s pretty fast because we basically lived on-the-go before anyway!) monumental changes are taking place which will affect how people behave. As a company we are supporting clients through a process that needs to reflect and adapt to the change in order to continue supplying users with the necessary support.

There are two important messages that we as a company assisting in the distribution of brand messages need to be sending out right now:

  1. Reassurance: brands need to let their consumers and audience know that they aren’t just still up and running but that they are, even more so than before, here for the long haul. Brands need to show that they are still able to provide the products, services and offers as they have done before…even in a situation of drastic change as with Covid.
  2. Innovation: ensuring that how the company is adapting to the current change is being made known to people as this is a demonstration of flexibility and strength at a time when many of our certainties are crumbling.

At this stage, it is impossible to predict what will happen and what our new normal will be. One thing is for sure: gone are the days when companies and brands were able to plan their marketing strategies months in advance.

It is of the utmost importance, therefore, to adopt a strategy that has within it the potential of adapting rapidly to changing messages that reflect the rapid change of the unpredictable times we are living in.

So how do you get started with native and contextual advertising? It’s easier than you think.

With 10 years’ experience, we’re experts in taking ideas, injecting creativity and distributing your branded content to the right audiences with your marketing objective in mind. To get things rolling contact us.


Strengthening your Brand in a Time of Crisis

Is it time to think about what type of content is likely gain consumer trust?


One of the many consequences of the Pandemic in consumer spending has been the increased awareness customers have on how best to spend their money. People everywhere are becoming more switched on when it comes to how best to spend their money.

Let’s be honest, it’s just not the best time for people to splash out or try new things. They will for sure go for brands they trust and that provide the continuity that the outside world cannot right now.

This makes brand values and how money is spent more relevant than ever and that must be the focus for marketers that want to engender trust and survive in a new market.

Why is it important to know what your ideal customer looks like?

The lockdown has meant spending more time in front of computers with increased online activities which includes, of course, online purchases. Of course online shopping was already a thing but from being a mix of both face to face and online, stats show that 90% of consumers admit to avoiding physical shops as much as possible and this change has consequently meant how consumers interact with brands has also changed.

Engagement with the increased digital communication on behalf on brands has increased notably but understanding what your ideal customer looks like and needs is important, now more than ever.

How can you create interesting content that inspires loyalty?

So, what helps build this picture of your brand’s ideal consumer? How can you give your customer, the customer who will invest and remain loyal to your brand, a face?

In this increased pandemic digitalized scenario, tracking what customers are really interested in has become possible through a type of advertising that sits within relevant content accessed by those customers. In addition to being relevant it is also content that, because it seeks not to disrupt the flow of the general context, tends to engage on an emotional level with your shopper creating engagement and a longer lasting impression.

In short, this is content aligned with that customer’s personality engendering success as a consequence. Both liked and trusted, your brand is now situated in prime position to achieve the best results. How? Through engaging content.

This Reuter’s survey states that 75% of consumers admit that if the content is interesting to them, it is guaranteed they will somehow interact with it.

Taking Ikea as an example, with whom we work with all year round on the Italian market, you can see how their brand message adapted to these turbulent times through native advertising.

Following changes in their communication, ecommerce went up by 60%. Why was that? Is it just because people are on their laptops, tablets and smart phones more? Perhaps. But crucially, native advertising makes sure the right eyeballs are seeing the right content.

Think of the office worker who has been asked to work from home: they’ll most likely do some research on how to improve their home office – or perhaps how to assemble one from scratch. They search for an article detailing this… and there is Ikea. Offering solutions to a problem the person is researching, within the very article that the person is reading. Not a generic banner ad at the top of an irrelevant website, but targeted to the very people who need to see it at the very time they are searching for it. The right place at the right time.

Speed was of the essence for these campaigns at the start of lockdown and the great thing is here that you can repurpose content you already have, and can you imagine…Ikea has tons of it…Ikea’s messaging resonated with people because it still reflected its values: adapting to what your situation is and making the best of it, promoting a type of space that can allow a sense of togetherness even through difficult times.

Do you think your brand is worth it try a type of advertising which can get you the results that will carry you through these difficult times? I’d love to hear from you on how you plan to boost your brand for 2021!