What you need to know for your advertising strategy
As already mentioned in our Blog articles about programmatic advertising described, programmatic ads have become a popular advertising method in online marketing. Based on various data on user behavior, individual advertisements are displayed for website visitors in real time and advertisers can reach their target groups in no time at all.
In recent years, however, there has been a certain blunting of advertisements, especially among website visitors and users of social networks. When we search for specific information on the Internet, we usually see ads as a disruptive factor. It is not uncommon for large flashing advertising banners to either be directly clicked away, deliberately ignored or even make us want to leave the website again. Native advertising On the other hand, offers a way to place advertisements as hidden as possible and to better combine the interests of advertisers and publishers.
How native ads differ from programmatic ads
While typical programmatic ad formats are usually eye-catching sidebar banners, display ads or video ads, native ads are presented and placed in such a way that they are basically not perceived as advertising, i.e. appear as natural and content-related as possible. The ads always adopt the design of the respective website or platform. It is not the advertisers themselves, but the providers of the online advertising space (publishers) who determine the design of the ad.
The display of the web ad can look very different. Native ads in text form are most commonly used (so-called text ads or native teaser ads). These are advertisements in text that are adapted to the editorial environment of the website or the corresponding article and are often displayed to website visitors as further recommended content on the appropriate topic. Advertorials, i.e. extensive articles that are marked as advertising content, are also included here. The links within the texts can lead, for example, to a specific landing page or an online store. Native video ads, which integrate moving image advertising into existing videos as closely as possible, and “in-feed” ads on social networks are also becoming increasingly popular.
Native ads offer many advantages over classic online advertising banners due to the different design options and the rather inconspicuous placement on a target group-relevant and high-quality website. But, of course, there are also disadvantages. Native ads usually generate fewer website visitors and clicks on the ads due to the rather inconspicuous integration of the ads, which often results in lower conversion figures and ROI. Native ads generally focus on general brand awareness.
Why not take advantage of both advertising approaches?
In recent years, it has been increasingly common for native ads to also be booked programmatically. The combination of these two advertising approaches, known as Programmatic native advertising is well known, offers many options and advantages for both the advertiser and the publisher. Thanks to the programmatic technologies, which run in the background in seconds when you visit a website, Programmatic Native Ads are displayed fully automatically, in real time and individually for every website visitor. This allows advertisers to target relevant target groups in a more targeted manner, achieve more conversions and use their advertising budget more efficiently.
There are equally advantages for the publisher, i.e. the provider of online advertising space. In this way, they can not only increase their advertising revenues and offer their website visitors qualitative ads, but also reduce the bounce rates of their website and improve click-through rates through the natural integration and presentation of the ads. Programmatic native advertising is extremely beneficial, particularly for mobile advertising. Adblocker functions that are activated on many smartphones can usually be circumvented by native ads and the native ads can be better adapted to a responsive design.