Implement Native Ads in Programmatic Campaigns

Implement Native Ads in Programmatic Campaigns

Native ads have gained significant traction in the world of digital marketing due to their ability to blend seamlessly with the content on a webpage. When combined with programmatic advertising, businesses can create highly targeted and personalised campaigns that not only reach the right audience but also enhance user experience by presenting ads in a non-disruptive way. This strategy is effective for reducing ad blindness, a phenomenon where users consciously or unconsciously ignore ads that feel overly promotional.

Why Businesses Should Use Native Ads in Programmatic Campaigns

Native ads are designed to appear as a natural part of the user experience. They blend with the surrounding content and mimic the look and feel of the platform on which they appear. When integrated into programmatic campaigns, native ads allow businesses to automate the buying process while ensuring that the ad is relevant to the user’s interests. This makes native programmatic ads more engaging and less intrusive, increasing the likelihood of interaction and driving higher click-through rates (CTR).

For businesses looking to improve engagement and return on investment (ROI), native ads offer a powerful solution by delivering the right message at the right time in a format that doesn’t disrupt the user experience. This approach is particularly beneficial for businesses with a modest digital marketing budget, as native programmatic ads can provide cost-effective solutions that yield significant results.

The Benefits of Native Ads in Programmatic Campaigns

• Improved Engagement: Since native ads blend with the content, they feel less like traditional ads, which makes users more likely to interact with them.
• Reduced Ad Blindness: Because native ads match the look and feel of the platform, they are less likely to be ignored by users, unlike traditional banner ads.
• Better Targeting: With programmatic technology, businesses can deliver native ads to highly specific audiences based on factors like demographics, interests, and behaviours.
• Cost Efficiency: Programmatic platforms allow for automated bidding, ensuring businesses get the best placements for their ads at competitive prices.
• Increased Trust: Native ads are often viewed as more trustworthy because they align with the content the user is already consuming, making them feel less disruptive.

Practical Guidance for Implementing Native Ads in Programmatic Campaigns

Here are key steps to successfully implement native ads in your programmatic campaigns:

1. Select a Programmatic Platform: Choose a programmatic advertising platform that supports native ad formats. Popular options include AdRoll and Taboola, which both offer solutions for native advertising through programmatic channels.
2. Create Engaging Content: Native ads should feel like a natural part of the user’s experience, so ensure your content is relevant and engaging. Focus on providing value rather than overtly promoting your product or service.
3. Use Dynamic Ad Formats: Many programmatic platforms offer dynamic ad formats that adjust to the look and feel of different websites, ensuring your native ads remain consistent across various placements.
4. Leverage Audience Data: Programmatic platforms allow for detailed audience segmentation, so take advantage of this to deliver personalised native ads to the most relevant users based on their browsing behaviour and demographics.
5. Track and Optimise: Use analytics tools to track engagement metrics such as CTR and conversion rates. Based on this data, optimise your native ads by adjusting copy, visuals, and targeting for improved performance.

For additional information, you can explore Google’s guide on native programmatic ads for best practices and detailed instructions on setup.

Case Study: The New York Times and Allbirds

An excellent example of successful native programmatic advertising is the partnership between The New York Times and Allbirds, a sustainable footwear brand. Allbirds used native ads within The New York Times’ platform to create a seamless experience for readers. The ads blended perfectly with the newspaper’s editorial content, leading to increased engagement and higher conversion rates. This case highlights how native ads, when placed within relevant content, can capture attention without being intrusive.

How This Tactic Aligns With Other Strategies

Using native ads in programmatic campaigns aligns well with other strategies like lookalike audiences, which can help refine your targeting to reach more users similar to those already engaging with your ads. Additionally, native ads can complement strategies such as retargeting campaigns, ensuring that your ads appear to users who have already shown interest in your brand, thus increasing their chances of converting.

Get in Touch

If you’re ready to implement native ads into your programmatic campaigns but need assistance in getting started, or if you’re looking for expert advice on optimising your digital strategy, feel free to get in touch using the form below for a free strategy call. We’re here to help you maximise your advertising budget and achieve your business goals.