An advertisement is always like an interruption. You are watching something with full concentration and the next thing you know is that an ad pop’s up. If advertisement is nothing but a disturbance we are forced to wonder why and how they have survived for so many years. Everywhere you see in any media advertisements can be found. To ensure that the audience do not get bored of the advertisements what the advertisers have been doing is making them interesting and catchy. This is done to ensure that people do see the advertisements and they do not stop watching them. The more amusing and controversial you make an advertisement the better impact it will have on the audience.
Today we spend most of the time online. Either working or just looking for some information the web has become the newspaper as well as source of entertainment for most of us. The point that we want to get into is that even the web is not out of reach for the advertisers. As soon as you open a webpage you will get to see many advertisements popping up. This can be quite irritating if you are doing something serious. This is why the publisher revenue for display ads has been shrinking over the years. The new concept that has come up now is the “Native ads”. These are similar to ads but the only difference is that they are designed in such a way that they do not look like an ad at all.
This may sound a little weird how can you make an ad not look like an ad at all? You must have seen native ads before we will now explain in details what the native ads are all about. For example you go to a website that talks about food and recipe. In this site you come across a story that is titled as “How did pizza evolve”. The title is interesting and you may read the article or see the video at the end you will get to know that this was sponsored by a Pizza giant like Dominos or Pizza hut. What do you think now this article is? It is definitely an ad but at the first place when you opened it you had no idea that it could be an ad. This is the policy that is being used by these content marketing networks. When you are online you can always skip things that look like an ad and you are not interested in. To ensure that the visitors have a look at the ads popping up the concept of content marketing and developing native ads have come up.
Now that you know what the native ads are all about we will give you some recommendation on how the content of the ad must be developed to ensure that the content does not look like an advertisement. The topic is interesting and this article will give you a fair idea about it and how you can use it for your own benefit. The job requires a lot of creativity and it is nothing but advertising with a touch of technology so that ads look more appealing and informative. It ensures that the awareness about your product and services keep spreading.
- Triple Lift
We will now take each one of the points mentioned and explain them in more details for the readers.
- Taboola – This content marketing platform comes with the widget “content you may like”. This can be used by the online publishers to display contents in order to promote the content, videos and articles. Many publishers that are using the network of Taboola are TMZ, Business Insider, NBC News, BBC, USA Today, Mail Online, Chicago Tribune and Boston Globe. The functionality of Taboola is similar to that of Outbrain but still if you look at closely you will notice that there are some differences between.
The content of Outbrain is much better the simple reason being that they will pre filter the content and not put anything that they doubt to be spam. Taboola has a feature that is called the Taboola choice feature. It allows the users to put their feedback on what they do not like about Taboola and how things can be improved. Taboola is open to feedback and ensures that each and every feedback is taken seriously. Taboola is open to learning and improving which is a very good sign especially in a business like this.
- Nativo – The list of the content recommendation network will be incomplete without the mention of “Nativo”. These are slowly taking over the traditional advertising agencies that could create only display advertising. The Nativo is a technology platform. They allow the advertisers to scale, automate, publish as well as measure native ads. As of now Nativo deals with about 350 publishers and 300 brands. The publishers have been using the services of Nativo to create a platform for their next generation digital advertising.
Nativo has many interesting features but one of the most interesting feature that makes it much better from its competitors is that it can serve the advertisers content in-feed. This feature ensures that the user can see the sponsored content even without leaving the publisher’s website.
All the content that is prepared by Nativo is treated as a part of the publisher’s content updates. The tag clearly states that it is “sponsored”. This set up is actually profitable both for the publisher and the advertiser. This is because the advertisers get to promote their products and the publisher gains as the user is not actually leaving the site as he views the content. Nativo is doing well and we can say that it is going to stay in business for a long time.
Triple Lift – The Triple Lift is another ad tech company that is trying to reduce the gap between the traditional way of advertising and programmatic advertising. The Triple Lift is emerging as a strong player and is giving others quite a good competition.
The size of Triple Lift can be imagined from the fact that it has more than four hundred advertisers and about 2300 publishers. Some of the big names that must be mentioned here are Kraft, Land Rover, Campbell’s, GAP, Nissan, Microsoft, USA today, Atlantic media, Hearst, Conde Nast, Digg, AT&T and jetBlue. These are just a few to name they have a much longer list to boast about.
The method of operation for Triple Lift is similar to that of Nativo. Even in this the advertisers can create content based campaigns and later deploy them across the websites of the publisher. The content is displayed with the tag “sponsored”. The Triple Lift allows true RTB auctions. This allows the sellers and the buyers to leverage the unique data. The Triple Lift has the ability to use computer vision technology and can recognize elements like objects, text and faces. The text area is basically in an image and can be republished in the best manner possible.
- Outbrain – Outbrain started in 2006. It was one of the first content recommendation networks. It helps the business and brands to reach a bigger platform and how it does it are by basically discovering better content. Their services improve the web traffic and ensure that the content gets a better reach and visibility. The Outbrain ensures that they network with big media companies that can benefit the publishers. These media companies are CNN, ESPN, Fortune, Atlantic Media, the Daily Telegraph, Ney York Post, Hearst, Slate, Time and the list just goes on. They also have a large network of small publishers. They have a huge network compared to others as they have been doing this business for quite some time.
The publishers are paid well by Outbrain. They are paid an amount that is proportionate to the traffic that they are able to attract to the advertiser’s site. They also employ behavioural targeting and try to increase the engagement of the user. They also provide recommendations for different media types like mobile, video and other online content. The Outbrain claims that they have been installed in more than 35,000 websites. They are at present serving more than 150 billion recommendations. They have about 15 million page views per month. Their reach is huge and covers almost 87% of internet users in the USA. Their success story has been an inspiration to many others in this list.
Revcontent – It is a content recommendation network that is growing really fast. It is quite new compared to the others that we have discussed in the list. Although it is new in business it is catching up really fast. If the figures of comscore are to be believed the list of the subscribers of Revcontent will soon cross that of Amazon and YouTube. Revcontent has exclusive partnership with some of the biggest names like – Diply, Heavy.com, International Business Time, Newsweek and the Christian Post. These are some to name the list of partnership is quite long.
Revcontent has recently acquired the largest European content recommendation network. Slowly Revcontent is making its mark globally. The Revcontent has a very unique way of operating they are generating higher revenue and engagement rates for their partners by just focusing on selectivity. Revcontent will reject almost 98% of the sites that apply to them. They ensure that they partner with the sites that are most profitable for them.
The subscribers of Revcontent will tell you that they are absolutely transparent. They also have a full control on the platform and the network. Revcontent believes in continuously improving the services that is exactly why they have come up with a new product called the Revcontent v2. Revcontent claim that they have been taking publishers and advertisers from competitors like Outbrain and Taboola. They say publishers and advertisers are bored of not making any money with Outbrain and Taboola so they are getting attracted to Revcontent.
The advertisers who subscribe to Revcontent can target audience based on geo-location, mobile operating system device, brand, they have also launched the only retargeting pixel that is available in content recommendation. These are the features of Revcontent that are ensuring that they are slowly becoming the best when it comes to content recommendation.
Gravity – The next in the list of content recommendation network is “Gravity”. They are planning to personalize the whole web. They want to understand the need of the user and give them personalized content recommendations. This is done based on the topics that are most engaging to the user. This personalised content is made possible by the use of personalized plugins. These personalised contents are later displayed on the website.
This is done by slowly analysing all the web pages. The tweets and the status updates that are published on the web are real time and they are organised by the amount of interest in order to understand the trending topics. This also helps to understand the most relevant stories that are related to the topic.
These contents can be accessed by the brands, advertisers and even the content producers themselves. This helps the publisher’s networks to grow and get more recognition. Some of the big names that have been constantly associating with Gravity are Sony, Intel, Toshiba, Gap, AOL, Charles Schwab, Pando Daily, WordPress, TechCrunch and The Hollywood Reporter. The list is long. Gravity has been doing an impressive job and we expect it to only grow in the future.
We hope that this article will help the readers understand what “Native ads” are all about and how you can go about developing these ad contents. The concept is very interesting and is being widely used by many advertisers. You can try the names that we have mentioned in the list and see how they can give a complete different look to the content of yours.