Do you know the international market share of the native ads shows a heightened rise of 140 % every year? YES! Undoubtedly smart ad-men are all gaga over native ad now which has effortlessly piqued its stance as the largest contemporary advertising trend. And, FYI, technology is playing a catalyst here in boosting up the scope of native advertising at large.
But first of all, for those who are not exactly clear about native advertising, here is a brief definition on it.
Native Advertising- What & Why?
In simple words, native advertising can be defined as an intelligent advertising approach where the ad content is presented matching the form & function of the very platform where it is published. The bottom-line is to make it a "natural" fit complementing the overall macro environ.
Studies have shown that overtly sales-oriented ads are a big turn-off for people, thereby rendering the traditional direct advertising approach futile in many respects. But native advertising scores here by ensuring a seamless blend of the vendor ad with the content & context of the platform where the ad would be published. The visitors get to relate with the ad more easily which eventually assures the efficiency of the native ad campaigns.
"At present, native advertising is the prime ad format for the most influencing website across the globe. They assure up till 3x higher CTR as well as 2x greater conversion rates, thereby enhancing the overall income of advertiser & publisher by a whooping 6x. I am glad to say, we are among few native ads platform that allows advertisers on First Price Auction. We developed our own RTB platform and working on improving our Ad Tech algorithms in order to provide high revenue shares for both advertisers & publisher", stated - Vladimir Bashkin, Business Development Director of AdNow. Being founded by a Group of Digital marketing masterminds in 2014, the company seems one of the fastest growing native advertising networks in the world. Currently they are serving more than 4.2 billion impressions every month while working with 1,700 advertisers and 150,000 publishers across 107 countries.
Technology Amping Up Scope Of Native Advertising
The approach of native advertising is not a new one and if you dig deeper into native advertising facts, you will discover its usage dating back to 1910. However, the technological advancements today, coupled with the acceleration of the digital sphere, have further been able to leverage the market for native advertising.
First of all, the virtual world is a BROAD umbrella with thousands and thousands of advertising publishing platforms for native ads. Yes, native advertising has been prevalent since the print advertising days but then the scope of publishing was really limited then- you could only publish your ads in newspapers and magazines. But the digital world today offers you umpteen numbers of venues to present your native ads, thereby increasing the exposure for your marketing message. You have famous blogs, websites, the search engine pages and of course the social media sites. Special mention must be made of social media sites as they garner a massive worldwide audience and hence easily takes your message to the global world. This was not possible previously as native ads in newspapers and magazines could only reach to a localized audience.
Then, technology is also helping to boost native advertising through native ad platforms or tools. Earlier, everything regarding the native ads has to be done manually, including optimization of ad content as per the context of portal where the ad would be published. But the modern native advertising platforms are designed to automatically optimize advertising content for several distribution hubs- like promoted recommendations, in-text ads, in-stream ads as well as sponsored ad content for popular media sites. Say the advertiser is looking to provide the content from some blog feed & pictures are embedded right into the text. However, his publisher's CMS want them separately and in such situations, the ad platform will help by extracting the images from text automatically.
Native advertising is here to stay and with the able support of technology, it's popularity would only heighten in the coming times.