NATIVE ADS

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What are Native ads ?

Native ads are the highly targeted ads which takes the best of content marketing in designing the message on the ads. But hold on, doesn’t this apply to all other types of ads. Yes it does. But Native ads comes with a difference. The difference is in the delivery of the ad. The ads are targeted in such a manner that the user experience is not disrupted. The ads are delivered in a way that it does not impede the user’s normal behavior in that particular channel.

So in short you pay for placement of ads but in a way that it matches the format of a third party website.

These ads are defined as Native ads and the whole advertising as Native advertising.

Native Ads for Publisher and Advertiser

Native Ads Open and Closed

The best example of native ads with which you can relate day in and day out are – Facebook Sponsored stories which you must have seen/clicked/liked in your news feed. Hence Facebook is a publisher and marketing brands/agencies are the advertisers.

As a Publisher

You can offer spaces on your website within your blog/website. You can directly sell or involve with an aggregator.

Similarly mobile app users can also benefit from native ad placements. You can ask your developer to check the module to implement native ads using Google DFP (Double Click for Publishershttps://developers.google.com/mobile-ads-sdk/docs/dfp/android/native

With the rise of ad blocking , Publishers are about to hit a wall with native ads.

Its a must invest for the publishers in this advertising. They can sell these spaces later to advertisers on eCPM basis.

There are other number of aggregators where you can become a publisher with your blog/website etc.

As an Advertiser

To invest in native ads, is becoming one of the primary objective of online advertising. We all are looking for quality and not quantity. We want to reduce waste traffic to come to our website.

When considering the popular social media channels , we are already investing a sum in native advertising. Newsfeed ads, Promoted trends, Sponsored stories, Linkedin ads, Promoted stories are all part of the native ads.

Its advisable to check out the results from Native ads and accordingly adjust budget in Banner Ad marketing.

Native Ads Vs Banner Ads

Native Ads on a comparison with banner ads give 2-10x greater CTR (click through ratio) . The study done by IPG Media Labs – http://www.sharethrough.com/resources/native-ads-vs-display-ads/ shows the effectiveness of Native Ads over Banner Ads.

Native Ads Infographics

Mobile Native Ads

For all the same reasons stated above, the native ads also make a great deal on mobile. When we see the world is highly active on mobile, we cannot stop from taking the advantage of mobile native ads for publishers as well as advertisers.

The detailed study done by MMAglobal gives you a ringside perspective of mobile native ads – http://www.mmaglobal.com/files/documents/the_mobile_native_formats_final.pdf

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Agency-Client Relationship for Campaign Management

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My first job in Digital Marketing was working Client side in an e-commerce company. As it was my first job being in digital, I gained a lot of experience being a marketing manager. After I left the e-commerce company , I joined an agency . And there it was a completely different way of doing things when it comes to agency.

Both the sides have their own pros and cons but still both can be handled more efficiently when dealing with each other. Let me discuss on the most important things when we are dealing as an agency or as a client and how we can maximize our benefits from a campaign.

DIVIDING OFFLINE AND ONLINE MARKETING MEDIUMS – MOVE TO A CONVERGED MEDIA STRATEGY

Working in large organizations whether agency or client side, most of the organizations looks into segregating both the mediums.

Generally agency side, we have separate teams handing all the offline and online requirement. For a new campaign when we approach the clients we are highly focused on our division core abilities and do not involve ideation from other departments in strategy. And the campaign execution is done on the mediums we suggest to clients and the clients approach other mediums to other agency or another department.

We know the department heads of Offline Mediums will target more on newspaper ads, events and press releases. On the contrary online mediums will focus more on social media and digital buying for the clients.

Suppose there is a campaign which is a launch of a product, both the mediums will take different approach. Maximum on client request the ads /PRs will be carried on social media or vice versa. There is nothing wrong but what we have missed are the results of the campaign if we would have combined both the mediums.

THE BIG IDEA FORMATION SHOULD BE DONE TOGETHER AND THEN SEE HOW THE DIFFERENT MEDIUMS CAN LEVERAGE THAT IDEA PERFECTLY.

Take this simple idea and see your results:

  • A press release came in newspaper
  • The PR should be tweeted from the newspaper twitter account also.
  • See the number of followers who have increased from that tweet.
  • If the tweet also has the link back to your website, then you are also helping SEO link building exercise for your website.
  • The link on the tweet will definitely add some value to the traffic on website. See the numbers.

Definitely you will see a significant difference when you do this for a simple press release.

Similarly when the marketing head/manager is working towards the campaign he should also think about how he can leverage all the mediums and tie them together.

Agencies and Clients should have integrated approach towards brands. Hence they should focus having a single agency partner for multiple channels. This will result in seamless integration across the channels as well.

Collaboration is the key

 Agencies must collaborate department internally as well to reduce costs and drive results to the clients.

Most of the world’s successful campaign have used the strengths of both side of the mediums and collaborating internally the offline and online mediums.

You can see the latest superbowl ad and how twitter has paired with TV successfully – http://www.bloomberg.com/news/articles/2016-02-04/super-bowl-tests-twitter-s-dominance-in-ads-paired-with-live-tv

CAMPAIGN EXECUTION

Below is a small workflow chart demonstrating agency and client side on the execution of the campaign

Agency Client

The last step is the most crucial. The agency and the client both should decide on the objective of the campaign and have a combined responsibility to ROI as well. During the campaign period, there should be regular meetings to see the performance. If by any chance the campaign is not performing, both the parties should have extra money saved from the overall campaign budget to look into different creative approach also.

CREATIVE, CONTENT, ROI IS THE KEY

No campaign on whether online or offline will be successful if the creative is not delivering the right message. Though in offline mediums the ad may come once or twice, for online mediums it is recommended to have 2 to 3 set of ad copies for the campaign. This will definitely boost up the performance of the campaign. Agency should have 2 to 3 ad copies for online mediums and recommend the clients initially. If the campaign is running on all mediums together, the flow should be as below –

  • Launch of the campaign ad in all the channels with an objective.
  • After 10 days change the digital creatives for the campaign.
  • Follow up ads if required on Offline mediums.
  • Measure the performance on Google Analytics to see the increase in traffic/conversions when press ads are released or any other offline activity is happening.
  • Check CTRs for Online campaigns
  • If the campaign is not performing well till half of the time period, revisit the strategy and come up with solution. The agency and client both should take the responsibility and collaborate for a solution.
  • Measure ROI in the end of the campaign.
  • Definite learnings from the campaigns should be made from both side and shared. This will help focus on other campaigns.

Execute a campaign in a more collaborative manner within the company and outside company as well. See the results and share if this way camapign execution enhanced.

 

THE RIGHT MESSAGE

The Right Message

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The ability to deliver right message to the right audience at the right time is the key for online ads. The advertisers, agencies, clients and consultants in the online domain are always in a rush to scale the ads using all sort of advertising online.

We are more concerned to see the metrics on the ads, traffic on website, CTRs , impressions and (thanks to programmatic) to an extent audience profile. In all these metrics we forget to determine the success of the ad based on the message.

Have we ever came across situations where the ads which were appealing, targeted to the right audience, had good CTRs but were still not able to give us enough sales or conversions?

We usually hover around the below answers:

  • May be the sites targeted are not visited by our target audience
  • May be our website has issues in directing conversions
  • May be visitors could not find what they are looking for on our website

But the BIG QUESTION is – Were my ads delivering the RIGHT MESSAGE to such a highly paid right audience?

Before answering the question first let’s figure out – What should come first – ad content or the right target audience?

It is important before you start an ad that you know the right content to come on the ad and what is your intent with the ad. Once you know the ad, you can precisely chose the right audience for that. (In some cases it works vice versa but still former is preferred over latter)

The new era of programmatic buying helps you delve into audience metrics in great details(Thanks to it) but are you seeing the right results.

As profoundly said by William Gibson “I feel about programmatic: The future is already here — it’s just not very evenly distributed.”

Lets talk a bit about programmatic advertising –

  • Buy ad inventory and sell using digital interfaces
  • Audience Targeting
  • You don’t worry. Machines are working for you

So your advertising messages get to the right person, at the right time and perhaps for the right price.

But we are missing on one important note – Right Message.

What do we mean by right message?

Suppose you are a fashion company in Dubai who sells clothes to cater different audience profiles. To start there are 3 profiles below:

  • Strictly Teens
  • Mothers
  • Party Goers

Now what should be your strategy? Should you target all of them with same ads or make 3 sets of ads and test them. 3 set of ads definitely have different message. And that is the key.

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And once you know the message and want to get more deep into it, make 2 variation(A/B test) and see which variation is giving you more results.

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Try this for your next campaign and let me know your feedback in below comments.