What is native advertising?
Native advertising places your brand content into a third-party environment, embedding it in the context of a user’s experience in a format and style that matches the site for seamless readability and increased engagement.
Three key formats in native advertising are:
- In-feed units;
- Recommendation widgets; and
- Custom placements that are directly embedded into a site.
Third-party environments include everything from publishing platforms such as The New York Times, The Guardian and The Sydney Morning Herald through to social media channels such as LinkedIn, Facebook and YouTube.
Types of native advertising
There’s more than one way to create native ads but they all strive for the same camouflage in the digital space. Depending on the platform, native ads may take on different formats:
These appear on your Facebook newsfeed or Twitter stream as ‘promoted content’. Think of them like product placement in movies and TV.
One of the most popular and scalable native advertising formats is recommendation widgets, such as those delivered by Outbrain, Plista or Taboola.
Paid search results
These appear at the top of Google search results. If they’re relevant, web users may click on them rather than organic search results
Third-party articles or ‘guest blogs’ placed on a website by a brand, such as insider tips or thought leadership.
Why use Isentia to manage your native advertising?
It’s simple – we are data driven, part of a wider data driven group, and have the technology to prove it.
Our Communiqué platform gives you and your account manager visibility over which elements of your content marketing are actually working by collecting data across all your activities.
As part of our native advertising offering, we use the data associated with organic content distribution to determine which content should be amplified through paid native advertising channels.
This ensures we are getting the right content in front of the right audience and doing it cost effectively – with the data visible across the entire process.
We work with you and your team to benchmark content performance targets, optimising activity throughout to efficiently deliver against your objectives, and reporting on how your audience is engaging with individual content pieces organically.
We track content that performs most successfully and amplify it in new ways with custom native advertising placements created for top performers.
This method ensures you have visibility over the entire process and that we both gain a greater understanding of how your content connects with your audience – to deliver a greater return on investment.