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Tag: Native Ads

  • Google AdSense Native Ads Could Ultimately Lead to Better Browsing

    Google AdSense Native Ads Could Ultimately Lead to Better Browsing

    Advertising is big business. In fact, it represents a substantial 88 percent of Google’s revenue. Until recently, however, the tech giant has stayed away from one lucrative segment in the advertising pie – native ads.

    But that’s about to change soon. On July 5, 2017, Google announced its AdSense Native ad, a product that would pit the tech giant against native ad providers like Taboola and Outbrain. At the center of the clash that is starting to unfold is an advertising revenue gold mine. In fact, Seeking Alpha predicts that Google’s entry into the niche could mean another $1 billion for the company’s annual revenue.

    Unlike the traditional banner advertising which can only be described as annoying, native ads are specially designed to match the look and feel of the sites on which they appear. As such, they get more engagement from users as more people are using ad blockers while others have learned to ignore the glaring banner ads.

    While there are fears that Google may end up dominating the entire ad market, it will not be a walk in the park even for the tech giant as other players will surely put up a fight. For one thing, Google is a bit late in its entry into the segment. For instance, Yahoo Gemini, which was introduced back in 2014, is way ahead of the game. Even Facebook had a head start with its mobile native ads already accounting for around 80 percent of its revenue, according to Marketing Land.

    Other players seem to have already anticipated Google’s move. Verizon, with its recent acquisition of Yahoo and AOL, has now transformed into a content and data powerhouse that could take on Facebook and Google.

    With competition heating up, Google’s entry would surely impact the native ads segment. For advertisers, it is an affirmation of native ads’ potential to deliver quality brand promotion coupled with higher user engagement.

    As advertisers begin to rebalance their ads marketing campaigns towards native ads, it could also mean a better browsing experience for the average netizen as ads become less intrusive and more relevant to the page they are on. Ultimately, it could probably mean a future without those annoying pop ups and banners.

    [Featured Image by Ben Nuttall/Flickr]

  • Infographic Looks At The Science Of Native Ads

    Infographic Looks At The Science Of Native Ads

    Native advertising is big business, and it’s only going to grow. By billions and billions.

    A recent study from BI Intelligence projects spending on native ads to reach $7.9 billion this year and grow to $21 billion in 2018.

    In late 2013, the Interactive Advertising Bureau released its “Native Advertising Playbook,” aimed at serving as a “consistent framework” for for the discussion surrounding native advertising, which is constantly evolving.

    At that time, native ad spending was only at $4.7, so that’s how much it’s on the rise. If your’e going to spend on it, you obviously need to think about how to make it effective. An infographic from Sharethrough and Column Five (via MarketingProfs) aims to help you in that department by taking a look at the science behind it.

    Native Ads infographic

    Last month, the IAB released a “deep-dive” on in-feed ad units as a supplement to the playbook.

    “In-feed ad unit adoption is growing across publisher sites with different ad unit types introduced and/or retired quickly,” said the IAB’s Susan Borst. “In addition, feed types are also evolving beyond the three main types (content, social and product), to mixed feed types that have variable aesthetics/content which don’t fall clearly into one bucket. But even with these changes over time, it is important that one thing remain the same and that is the need to evaluate the in-feed ads from the consumer perspective to ensure that they remain native, meaning that they are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong.”

    They have a helpful infographic on this as well, which you can see here.

    Image via Sharethrough and Column Five

  • Twitter Adds Location Controls For Native Ads On MoPub

    Twitter announced some new location control features for creating and managing native ads with its MoPub. This is the result of an integration with technology from Namo Media.

    “MoPub’s new location control features are the first tools that lets you find the perfect mix of content and ads for your app simply and quickly,” says Twitter’s Kevin Weil . “You can now choose the position of your ads and how often an ad appears in your content stream directly in the MoPub UI. This means you can experiment with ads in new and different parts of your app and see the results on your revenue immediately, without any engineering work or waiting for user app updates. We believe this gives publishers a better opportunity to balance content with ads tailored for their app – without compromising on revenue or the user experience.”

    “We have also simplified the integration to a couple lines of code, making setting up native ads almost as simple as any standard ad format,” says Twitter’s Gabor Cselle on the MoPub blog. “Our lightweight SDK ensures that your ads are displayed in the right location and at the right time powerful caching capabilities.”

    The features are part of MoPub’s full stack platform for native ads, which lets developers work directly with advertisers and connect with them programmatically. They work with multiple native ad networks.

    MoPub opened up its native advertising offering in April. More on that here.

    Images via Twitter

  • IAB Releases Playbook For Native Advertising

    The Interactive Advertising Bureau (IAB) has released a “Native Advertising Playbook” aimed at serving as a “consistent framework” for for the discussion surrounding native advertising.

    While not billed as “guidelines,” the organization appears to be trying to develop something resembling standards for this rising type of marketing.

    The IAB has a Native Advertising Task Force, which along with other senior-level buy-side executives, contributed to the playbook.

    “Marketers are already embracing native strategies and publishers are looking for a roadmap that will allow them to take full advantage of the trend,” said Peter Minnium, Head of Brand Initiatives for the IAB. “The more we can define and structure the framework surrounding native advertising, the easier we will make it for brands to easily incorporate it into their ad buys.”

    “There is a renaissance underway in digital advertising that is driving brands, publishers and consumers to communicate with each other in more personal and natural ways,” said Patrick Albano, Vice President, Social, Mobile and Innovation Sales at Yahoo, who is Co-Chair of the IAB Native Advertising Task Force. “Native advertising is an important piece of this evolution. The IAB Native Advertising Task Force set out to provide guidance based on the state of the industry today while at the same time leaving room for flexibility to inspire innovation and growth.”

    The book highlights six ad formats that are being used for native ads: in-feed units, paid search units, recommendation widgets, promoted listings, IAB standard ads with native elements and custom.

    Additionally, the playbook suggests marketers address six considerations: form, function, integration, buying/targeting, measurement and disclosure.

    You can take a look at the playbook here.

    Image: IAB