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Media Directors’ Guide to Native Advertising

Mar 16, 2015 / by StackAdapt

MediaDirectorsGuidetoNativeAdvertising

Imagine a transparent market environment where we can see exactly where impressions and content are being placed, how much is being paid, and how much of this cost is paid to the publisher (with inventory against thousands of premium publishers). That's where we're going.

Let's define exactly what Native Advertising through RTB actually is. We define Native as a digital advertising unit, which appears in-stream, without being intrusive to the user experience. This native ad impression is then positioned closest to, or surrounded by, contextually relevant publisher produced content. Seamless, completely efficient, and bottom line effective.

Native advertising is the F1 car of digital media and it's pulling out of the pits, heading fastest to the winner’s line. We're giving Media Directors the opportunity to have their hands right on the wheel.

CONTENT QUALITY

Producing top tiered content is the trump card and the greatest tool in the belt of any quality campaign. What common trait is associated with campaigns that prevail at Cannes or gain the highest success status? Quality in the content. It comes down to the creative content and its ability to resonate with consumers.

Once you have quality content, it's a matter of convincing people of the important and valuable message from your brand.

CONTENT PLACEMENT

We must attract digital users in the right frame of mind, consumers will more readily engage a brand's or agency's message when they are in consumption mode. The importance of content placement is second only to content quality.

Aim for amazing content, placed where consumers are most available to gain and build rapport with the message.

MESSAGE AMPLIFICATION

Crank the scale dial up to eleven and amplify your message. The technology to scale your message to a global level already exists within the digital space. The fundamental principle of Programmatic Native Advertising is the ability to amplify and scale both content & placement.

Measuring success is now easier than ever. With proven technological capabilities, we can attach an arsenal of tracking metrics. We are now able to track each impression, its value, the user, their associate value, the click, and the post-click.

What happens post-click is even more valuable than the click itself. How long and often has a consumer engaged with content? Has the content provided the user with support toward building an affinity, or resulted in a type of action call? These metrics build an elaborate mosaic of information that can be used in a myriad of ways to define success and optimize for further success.

Topics: Guest Blog

Written by StackAdapt

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