Adform Brings Native Advertising to Scale with Programmatic Buying
Advertisers really want their content to resonate with consumers and ensure their ads are seen by targeted readers. This is exactly what’s possible with programmatic native advertising!
Native ads blend in with original content, allowing both advertisers and publishers to offer an immersive, yet user-friendly, ad experience. These non-intrusive advertising experiences are proven to be more effective at capturing consumers’ attention, making them increasingly sought out by advertisers.
According to the native advertising report published by the MMA, consumers spent 40 percent more time interacting with native ads than with standard ones, and when native ads appeared in a mobile environment, consumers gave mobile native ads three times more attention than standard ones.
Over the last two years, Adform has helped advertisers and publishers build custom native formats that enhance the user experience while simultaneously working to meet marketers’ need to combine their first-party data at scale.
Reaching audiences at scale with native advertising has challenged the industry until recently, when the Internet Advertising Bureau (IAB) released its OpenRTB 2.3 guidelines earlier this year, including standardization for native ads.
This standard has defined how advertisers and publishers should buy and sell native ads programmatically at scale, and eventually helped Adform include native ads in our real-time bidding ecosystem. The result is that we now offer our customers in-feed units through our Demand-Side Platform. In-feed native units are created to merge seamlessly with online content, with strong headlines able to grab attention as users scroll through (news) feeds.
We caught up with our product director, Jurjen de Wal, for a quick tête-à-tête about this release. Not so long ago, we chatted about the future of programmatic mobile advertising, and how Adform is innovating with consumer-friendly formats. It seems that the future is now!
What is the key advantage of programmatic native advertising?
Consumers tend to look more at native ads than standard ads. According to one of our native partner’s research, native in-feed units drive better performance compared with standard display banners. Native ads registered 18 percent higher lift in purchase intent and 9 percent lift for brand affinity responses than banner ads.
How will native advertising benefit advertisers and publishers?
We believe this is a new way for advertisers to engage with their consumers, as native ads improve the consumer ad experience, especially on mobile, which is an extremely personal device. Non-obtrusive ads also do their part to stem ad-blocking downloads.
For publishers, native advertising offers new monetization opportunities as well as the ability to deliver ads that will adopt the look and feel of their sites, for a less intrusive ad experience for the consumer. Since native ad units take on the form and function of the site, the ads behave like the actual platform content, allowing publishers’ content to perform while making money from ad content on their sites.
Why is native advertising solving mobile advertising issues?
Native was pioneered by social platforms such as Facebook and Twitter. On these platforms, the lion’s share of mobile advertising spend is going to in-feed social. Offering native solutions outside social platforms—and since Facebook sunset its Facebook Exchange–—presents more opportunities to tell consistent stories across devices. Native formats are especially important as consumers spend more time on mobile devices, where video and native ad formats dominate.
Will context relevancy be ignored in programmatic native?
Absolutely not. Publishers have full control over the final ad layout, where a native ad is deliberately designed to align with the content on their sites.
How can an advertisers customize the content and target a native ad in Adform?
Creating a native ad in our system is easy. The advertiser simply selects the native banner type; uploads the creative assets (such as a thumbnail or icon); and enters the ad headline, text description, and brand name. As for targeting possibilities, the advertiser can target by location, device, operating system, and contextual relevancy—exactly the same capabilities as for display banners in our system.
Why did Adform decide to support native in-feed units?
In-feed units, which appear in the users’ activity stream, are very popular native ad units among many of today’s top sites and apps. Thus, it makes most sense for Adform to support the in-feed units right now. This doesn’t mean we are limited to in-feed units; we are currently working on supporting the recommendation widgets.