How can contextual advertising help your business? Yes, even a small one!

There are 2 things we could really help you with right now, they are:

  1. Creating ads that integrate naturally an represent what your company and brand is all about.
  2. Cutting out the clutter!

Are you feeling scared?

Is anyone else feeling that with resources diminishing, budgets shrinking and Brexit looming, we might feel worried or even, let’s just say it out loud, scared! How can you give your company (you don’t have to be a multinational!) a boost without breaking the bank?
Contextual advertising can offer an alternative that is easy and affordable to start with, while providing a high-quality level of relevance. Let’s see why.

How often have you clicked on a page and a product ad pops up advertising something that doesn’t interest you in the slightest? Vertis Media creates contextual ads for organisations that want to go straight to the heart of the matter. Unlike other contextual ads, ours are created to match the original environment.

As a company we feel passionate about addressing a growing issue for advertisers and publishers alike: engaging with targeted users without interrupting and overloading them with irrelevant ads while generating sustainable revenue.

Vertis has delivered more than 150 brand campaigns for leading international clients such as GSK, Coca-Cola, P&G, Vodafone, Nissan, IBM among others. How do we do this?

Contextual insight

Vertis Media uses AI to provide brands with contextual insight that target audiences more effectively. No personal data involved- perfect for the future cookie-free environment the advertising world is prepping for!

The changing algorithms used by the AI system optimise real time solutions that lead to campaigns with a difference. Vertis Media maximises ROI and is on top of the mutating complexities of advertising. A platform for simplicity, profit and versatility

Native ads

Vertis Media’s real-time native proprietary technology automatically renders ads so they natively match the style and user experience of any publisher’s site. Everything from the font used to the way a text changes when a consumer mouses over it, the ad will behave just like any other content on that particular site.

The ad is also served as part of the framework of the site itself, which means if the publisher makes any stylistic changes to the layout of the page, the ad will automatically update and seamlessly match the look and feel of the site.

We can help you deliver engaging experiences so contact us to find out how.

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.

The Evolution of Native Advertising

The term “Native advertising,” an extremely popular term now, is actually fairly recent. It was first coined by Fred Wilson at the Online Media, Marketing, and Advertising Conference in 2011.

Native advertising is used to create content in order to build connections with their potential customers. The fact that the term itself is recent may lead people to assume that native advertising is a modern-day creation. In reality, the history of native advertising dates back to as early as the end of the 1800s, when John Deere published his agricultural journal, “The Furrow”, to promote his products to farmers.

How it all started

In the mid-18th and early 19th century newspaper ads were a one-column piece with very few images. Magazine advertisements were mostly reserved for the back pages of magazines.

Only a handful of companies utilized branded advertising to promote their products until a change occurred in the late-19th century. This change took place when companies began to manufacture standardized products such as soap, canned products, and cigarettes, with the objective of attracting buyers through an advertising campaign that spanned the entire nation.

New advertising styles were born at this time, including native advertising. As mentioned John Deere’s “The Furrow” was the first example with articles on agriculture and farming tips targeted at 17 different regions, the magazine’s, importantly, also included adverts that promoted his agricultural products.

The 20th century

The 20th century, saw native advertising taking on different formats. In the 1920s and 1930s, the rise of radio and TV industry in the 1920s and 1930s contributed strongly to the growth of native advertising.

On radio, companies often provided funding to radio programs to sustain their advertisement spots. “The Eveready Hour” was America’s first sponsored radio program on WEAF Radio in New York. It was first aired in 1923, and was sponsored by the National Carbon Company to promote the company’s Eveready Batteries.

The mass production of televisions meant that more businesses began to advertise their goods to specific audiences. America’s multinational consumer goods company P&G was among the first sponsors of branded TV drama series, hence came the term, “soap operas.”

The 21st century

The Internet, in the 21st century has provided the ideal environment for native advertising. Modern-day native advertising is no longer limited to radio or TV. Search engine companies encourage businesses to promote their services through search ads that connect with target customers.

Social networks like Facebook, Twitter and Instagram are also users of native advertising, meeting advertisers’ needs by displaying sponsored posts and tweets throughout their feeds. Starting 2011, Facebook started featuring “Sponsored Stories” in users’ News Feed, streamlining its advertisements into a combined unit with social context.

Similar to Facebook, Twitter interacts with businesses through its “Promoted Tweets” purchased by advertisers seeking to attract a particular audience group’s attention. This year has seen a rise, however, of non-social native advertising. The native growth rate in articles and publications is three times higher than native advertising in social media.

Why Native?

Native ads are visually similar to the publication: they use the same fonts, layouts, and graphic design as the environment that surrounds them. Brands are using it to promote their products in every type of medium, including print, online, video, and social media and they function just like natural content.

What are the advantages of Native Advertising?

In contrast to other, more traditional and invasive advertising formats, like banners or pop-ups which interrupt the internet user’s navigation, native advertising has the ability to attract much more attention from the readers.

This is mainly due to the fact that native advertising uses the format and style of the digital content to promote a certain content or product.
For full details of how native & contextual advertising can benefit your brand head over to www.vertismedia.co.uk

Display ads versus native ads

It can sometimes be difficult to understand the digital marketing jargon so, if you are confused, read on…

Display ads versus native ads

Confusing fact *1: One of the first misconceptions surrounding display advertising is that it is all considered display. Well, it’s not.

Confusing fact *2: Native advertising can sometimes be content marketing and sometimes display ads.

So, what is a display ad?

Display ads are normally located in “boxes” along the top of web pages…Like a traditional banner advert or video. They appear on parts on the site that are committed to paid advertising and aimed at creating a rapid conversion.

These traditional display ads are very different from native ads. These are created to blend in with their surroundings, they are a continuation of the environment that they are placed in, which means: less disruption.

Display ads are very straight forward to track and measure and are widely used for this reason. This is also why they are widely ignored.

Native ads, on the other hand, fit into what the consumer is already experiencing, adding to a step by step progression in terms of user journey that makes sense. I think you would agree with Vertismedia on this one: there is no point displaying an add about cars to a consumer who is looking up a gluten free recipe!

What is the brutal truth about advertising?

Native knows what I need before I do…

The brutal truth about advertising

It is an important time for advertising: never has it been accessible to so many people.
There has never been less control over what is distributed generally. To think back at a time when a publisher decided whether to accept all of someone’s budget based on whether their readers were actually engaging with their print ad is ridiculous… But that is exactly how things work today digitally. With the enforcement of GDPR legislation, advertisers have even less control.

A lot of the consumers are now more vocal than ever about not wanting to be exposed to marketing. Ads are being ignored. The first banner ad came out 25 years ago which in internet years is around 100 years for every human year (!). Perhaps what was at one time disinterest has quickly turned into displeasure and to be honest most advertising is just making it worse!

Native advertising presents the consumer with an alternative that is creative, non intrusive and that actually makes sense to their journeys as customers.

I heard someone say the other day, ”Sometimes, I don’t even know what it is I need but I log on to my instagram account or read an article and the “right” ads come up with things that I wanted to get anyway!”.

This is because native ads respect peoples’ boundaries and look nice… This may seem like a strange thing to say but it is also equally as important for the ads not to give you a sore eye!

The Future of Advertising

Advertising is becoming increasingly personalised but also automated, immersive and experiential… All this is, of course, trackable as incredible technology is helping advertisers go where advertisers have never been before.

The Future of Advertising

1. For the first time ever, 2019 sees digital accounting for about half of the global ad market (eMarketer).

2. The growing fanbase for Voice. According to Juniper Research, 2.5 billion voice assistants were in use at the end of 2018, and that number is expected to more than triple by 2023 (Source: Adobe Digital Insights).

3. Interesting fact: 39% of people who heard a voice ad later went on to purchase the product advertised (Adobe Digital Insights).

4. The future is programmatic: by 2021, 88%, or $81 billion, of all U.S. digital display ad dollars will transact programmatically (eMarketer).

5. 50% of Generation Z and 42% of Millennials identified social media as the most relevant advertising channel (Adobe Digital Insights).

Want to succeed in Native Advertising? Ask yourself these 5 questions

strategies for native advertising

1) Are you aligned with the native user’s mindset?

Users of native advertising are a little bit different: when they click they are after new content or exploring a website because they’re ready to discover something new. That’s why, successful content in native advertising often explores new concepts, entertains, or is informative.

2) Are you using enough pictures and videos?

These are the only type of content that look like they have a future in native.
Consumers are becoming increasingly visual and native ads have the ability to cater to that perfectly.

3) Are you segmenting your audience?

This allows the ads to go to the right place and at the right time! It qualifies consumers according to what they are actually interested in. Know your audience and optimise the results that data gives you. That way when you narrow down the focus you are pinpointing the right segments.

4) Have you aligned your headline and keywords…

…To the content in the ad? In this way you are sure fit in seamlessly with the context you are placed in. Like everything advertising- and content-related, performance will depend on your content and your audience.

5) How are you targeting?

Geo-location is the way forward. Local is key when it comes to certain types of business where geographical relevance is everything when it comes to the success of an advert.

10 Facts and Trends about Contextual Advertising

In contextual advertising the ads themselves occur based on the identity of the user and the content displayed and…it’s on the up, as users want the least level of interruption during their time browsing.

Read on if you are interested in know our top 10 facts and trends about contextual advertising.

10 Facts and Trends about Contextual Advertising

1.Advances in Matching up relevant data to customers- AI in advertising
The algorithms used are under constant development in order to improve how accurately ads match the user’s preferences. These past few years have seen a huge leap in targeted advertising, where the message is made to “adapt” to the viewer. The quest for advertisers, for a long time now, has been to make sure that the information they are putting out there is really relevant. Artificial intelligence is a way of doing this: it gets rid of the detective work in targeted advertising. With the ability to dip into a pool of relevant information regarding its users, advertisers can make sure that “useless” information, that can go against a brand’s positioning, gets stopped in its tracks. This means two very important things for Vertis Media‘s dedication to storytelling: relevance and cost effectiveness.

2.Content continues to reign
When engaging with a brand, users have come to expect a wealth of information on more fronts: videos, social media posts, blogs and other types of authentic content. Everyone has caught on to this “trend” which means that in order to stand out, content has had to be more and more interesting.
AI can contribute to building a better content strategy. By “improving” the target audiences, businesses can more effectively narrow down the focus of their stories, blog posts, videos and other content pieces to engage their users more effectively.

3.GDPR
The “right to be forgotten” that GDPR now implies means that businesses can no longer collect information about people without their consent. Explicit consent. Personalised data is essentially the heart of a targeted ad campaign, so what to do?
The correct answer is contextual advertising! How? By finding out the characteristics of a target audience based on the web pages visited. General data about the interests of visitors to that page provides the context needed of how to make information attractive to those users.

4.Video, video & more video
Video is becoming the most important advertising channel and this is set to rise in the future. And what better way to involve audiences than to enable them to participate in creating those videos. The creativity of recent generations could take brands far by getting them on board with the creative process of sharing information.

5.Smart TVs
As consumers are moving away from linear TV and toward a type of smart TV viewing, advertisers will also, aligning themselves with the new on demand viewing experiences.

6.“Voice”
2019 is likely to see brands that will allow for organic use of the devices, with ads that direct consumers to specific products or services. To reach audiences, brands are using new and innovative ways to get the message across.

7.Personalisation & Contextual Advertising
Ways are being found to ensure the messages displayed to the users are “tailormade”. Ads in the future will also be able to gather the info necessary to provide the user with options that are relevant through personalisation.

8.“Billboard targeting” & Contextual Advertising
Businesses are planning to give their billboards “eyes” that can scan peoples’ faces who are passing by. The software will be able to pick up on the number of people who go past and the length of time they looked at it. For the past few years, Google has been testing programmatic ad technology, normally in use for the web, for billboards. Google’s access to extensive information on mobile location data means it can target digital billboards in ways that competitors like Facebook can’t.

9.Customer participation & Contextual Advertising
User generated media will be used through audience participation. Companies will aim to gain more information from their users in order to involve them. In this way, consumers will be interested in those messages that are more relevant to them.

10.Mobile Augmented Reality (AR)
Mobile AR saw a leap from 100 million to 250 million users. A BRP report showed that 48% of consumers were more likely to buy products from retailers that were also providers of AR experiences.

What is native advertising and how effective it is?

Native advertising: the non-intrusive way of connecting with your ideal audience.

What is Native Advertising? To explain what Native Advertising is let’s start off with a couple of contrasting examples: imagine that you are browsing the web, having a look at some of the websites you normally like to view and suddenly coming out at you are advertising banners left, right, and centre!

Adult book computer

So, you change websites and start to read a really great blog post and once you’re done the site itself provides a link to related content made by a different brand. Which one do you prefer? The last example? Welcome to native advertising! The non-intrusive way of connecting with your ideal audience.

Native Advertising- how do you recognise it?

  • Content advertising seamlessly integrates online advertising into webpages by using relevant content as support.
  • Native advertising’s success is directly proportional to the utility and relevance of its content. It should “blend in” with the rest of the articles that are there. Content like this, increases the likelihood that your readers will recognise and remember your brand.
  • In order to engage, offer content tells the story of where your customer can journey to next. It’s all about gaining their attention with valuable information that is so valuable they will want to share it.

Take a look at this example of a native advertising campaign we developed.

Why is Native Advertising great?
Unlike other more traditional formats such as banners or pop-ups which are disruptive, native advertising has the potential to attract more attention from the readers. Why? Because native advertising retains the look and feel of the digital content to promote a certain content or product. Since it contains information which is useful and productive to the users, it is more likely to be shared on social media, enabling the information to reach as many potential clients as possible.

As Marco Piscitelli, co-founder of Vertis Media states: “Native Advertising offers top quality information to the users, which means we are all winners: the targeted audiences and the advertisers”.

Does advertising on social media work?

Advertising on social media appears to offer more control over what is said about a brand but is actually giving less power over content positioning.

Facebook is leading the way when it comes to paid social media at approximately 2.23 billion monthly active users (source: 2018 Social Media Marketing Industry Report : Social Media Examiner). Since Mark Zuckerberg announced Facebook’s shift from branded content prioritizing user’s posts, marketers are in agreement that their reach has dropped noticeably. People are now also willing to invest in other platforms, such as Instagram the second most used social media platform, to see what works in terms of engagement.

Advertising in social media

Paid social is continuing to grow on all platforms. As more marketers realize the importance of meeting customers where they are, they’ll turn to smaller platforms to reach those core audiences.

The shifting dynamics of social media marketing makes it especially challenging to understand which steps to take towards success, but the elevated number of users and levels of activity make it one that cannot be ignored.

It’s undeniable that paid advertising on platforms such as Facebook or Instagram can be effective as part of a wider media campaign. But if what you are aiming for is to actually get results in how a brand is perceived, what you need is a native campaign strategy. With banner blindness on the up the move to a type of advertising that is able to tell a larger story which features a brand contextually is the way forward. In fact, advertising on social media appears to offer more control over what is said about a brand but is actually giving less power over content positioning. When and where an advert appears is just as important as what appears.

If the only time your advert comes up is on social media then your targeted user’s mindset is probably not tuned in to what your goals are at those moments in time. The reason they are on social media is probably to check out what their friends are doing or look at cute dog pics. If, on the other hand, they are online already engaging in content that has links and shares relevance with your brand then it will be more effective because they will be of more interest at that moment in time- they will have the right mindset to embrace and welcome the information you are providing.
See how Vertis Media can help with your campaigns.