Viewability is not the only metric

“We believe digital video advertisers should have their ads delivered in a manner that is viewable to their target audience.” IAB, 2018.

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When it comes to Native advertising, performance is about a lot more than simply having your eyeballs on the ad.

Without doubt, ad viewability is an important parameter of success for some campaigns, the link to performance depends on targets. There is audience delivery to consider, but also other measurable metrics exist.

In fact, here at Vertis Media, it’s been proven the percentage of ad viewability is actually rarely the best indicator of performance success for campaigns. Instead, sales are the focus of our campaigns. We have never attached KPIs to our ad viewability rates- rather we consider content engagement and the cost attached to them as being metrics that make much more sense.

When it comes down to it, it’s not only about the viewability rates, but it’s also about the cost.

Native ads, because of the pre-programmable optimisation process they rely on, make it possible to allocate less financial resources for campaigns that are still effective. For brand and performance campaigns alike, today’s programmatic native buying environment enables businesses’ budgets to be allocated to real-time to sources that deliver the lowest cost per action — sources that may not always have the highest ad viewability rates.

Programmatic and native: a match made in heaven?

Combining programmatic with native advertising will help to create the perfect combination that will ensure a rise in sales for your business.

What is Programmatic advertising?

It is an automated process that involves an auction, where the winner is the one willing to bid the most on a web page. The top price each advertising company is willing to bid for the impression is fixed which means that these mini auctions are be completed within the time it takes for a page to load.

What is Programmatic advertising4

Programmatic advertising allows you to target the right audience– the once actually interested and more likely to have an interest in your brand.

Vertis Media combines programmatic with native advertising creating that perfect combination that will ensure a rise in sales for your business.

This report shows that native advertising, with its tailor made created format, will be responsible for 63.2 % of all mobile display advertising by 2020. The combination to programmatic means we can gear audiences to your brand message in a way that is guaranteed to generate the results you need to hit your targets.

Native and programmatic together lead to ads are delivered contextually to consumers who are most likely to be interested in what you are promoting, which for your company means a more efficient use of your advertising budget. It is a match made in heaven: the native side ensuring that the information you are transmitting adapts to the look&feel of where it is positioned and the programmatic side, able to extend your reach to the right audience.

Programmatic marketing is seen as the future of advertising on the web, with Google targeting 60% of digital advertising budgets spent on Programmatic by next year. According to these stats, programmatic will see a constant and steady rise over the next few years and to take this a step further this other report predicts that by the end of 2019 it will be 50% of all advertising.

Programmatic and native have partnered us in order to involve individuals in advertising campaigns in both a more relevant and respectful way, ensuring that the information they see is engaging as it is pertinent to their existing horizon.