Monetizing Right With Native Advertisements
Added: (Wed Mar 01 2017)
Pressbox (Press Release) -
Even Apple is hopping on the native train with sponsored content in its News program feed and the naysayers admit it's too late to turn back.
Believe it or not, you do not need to sell your creative spirit to the corporate demons to make native advertising work for you.
What is native?
There's a surprisingly large spectrum of definitions for the term, but we'll skip that debate. The most basic definition is: paid content that matches a publication's editorial standards while satisfying the crowd's expectations.
Long before native advertising there was "product placement. Here's an example: Run DMC were rapping about their Adidas.
Technological innovation expanded the abilities of product placement to computers and cellular devices but the chief principles stay the same.
Is native advertisements worth the risk and investment?
The response to that question depends mainly on your percentage of website visitors using ad blockers, and the operation of screen ads and other monetization sources (like affiliates).
How to publish native advertising efficiently
We've collected tips and ideas to assist you to appraise your native marketing choices and execute it without glitches.
1. Balancing the Mix
The most common guidance (and the most clear one) you will get about native advertisements will be to find the right equilibrium of native ads to "real content." Too much native advertisements is bound to disturb your users and distance your advertisers.
2. Keep the feed clean
One of the native promotion advertisement units that's been popular for quite a number of years is the in-feed ad. These basically use in-stream real estate to exhibit ads which look like the "regular" content one would expect to find there.
Our recommendation? Prevent in-feed advertising. And if you can't help it, measure and assess attentively.
3. Mobile Mobile Mobile
Native ads are starting to find their market with advertising execs. And campaign managers as a format that supports and fosters screen advertising sales, which makes them into a great one two punch. Particularly on cellular devices. We'll get more detailed in the next section.
Unlike the desktop where we multitask and have multiple tabs and applications open, the miniature mobile display can only contain so much content. So native cellular advertisements catch all the attention when shown and drive consumers farther down advertising funnels.
4. Keep it fun, close, and personal
In regards to advertorials and product placement, you want as much control as possible over the content. Sure, you can let the brand content folks compose the text or create the video. But how much will that content fit with your publication "voice" and understanding? How much is this control worth to you?
5. Analytics & Segmentation
For marketers, one of the primary challenges of native marketing is measuring results. They enjoy amounts just as much as we publishers do, perhaps more.
6. Don't be a cheater: Sticking to FTC guidelines
We have already confirmed that native ads attract more clicks than display advertising. But the trouble begins when folks don't know they're clicking an advertisement, or can't tell an advertisement from editorial content at all. This is not just frustrating to users, but also deceptive and somewhat prohibited.
The TL;DR version is basically do not be an a**hole. Mark sponsored content as such, provide complete disclosure and honor your audience.
7. Content Recommendation Networks
One of the principal challenges in getting started with native marketing is pricing it right. With sponsored content, it's hard to set CPC or CPM in price quotes and most advertisers anticipate a flat rate.
In several cases, it is a good idea to package native ads with display advertising, exclusive promotions and other tools, based on the marketer's needs. Remember not to under-price your native advertising-space. With display advertising the content copy and creation are in the control of the advertisers.
8. Native with a soul
Do not sell your soul to native. Develop partnerships with brands and agencies that represent your publications views and your audience's interests. If you've got a website about make-up, having an advertorial by a funeral home is not worth any form of cash they'd be willing to offer.
There's still a lot missing in the native advertisements puzzle to make it a perfect picture. Although users generally prefer it to display advertising, it is still a hard sell with brand marketing execs. They would like to see quantifiable results, and in many cases native marketing doesn't deliver.
As native advertisements evolves, it starts to unify with technologies like RTB (real time bid) and programmatic buying of native ad space. With better targeting and segmentation, in addition to analytics and reporting tools for all - native marketing will become the standard, and a must-have element in the marketer's sales funnel.