Native

What To Consider When Buying Native Video Ad Placements?

Posted May 3, 2018 by Abhishek Pandey @ 6:26 am

Video advertising has emerged as one of the most popular ways of reaching consumers online. But even as more advertisers flock to video, consumer habits are changing. According to the recent report, it is stated that 90% of consumers skip the pre-roll video, which is far and away the most popular video ad format. Advertisers must now look elsewhere if they want to continue engaging viewers with video advertising. One of the formats that have grown quickly is native video, which can deliver a message at a relevant time and format while consumers are browsing content feeds. This article will reveal some considerations that should be made while buying native video ad placements.

Things To Know While Buying Native Video Ad Placements

For advertisers who are looking to pursue native to help deliver their video messages, here’s what to take into consideration when investing in a campaign:

Understand All About Native Ads

Native Video Ad

 

As with all successful, popular formats, opportunistic sellers are quick to slap the “native” label on just about anything if it helps them sell media. One such format is out-stream video. The trouble with formats like out-stream is that they can feel out of place, and introduce the same skip-ability problem that plagues pre-roll.

However, we’ve learned that placing a headline along with a video unit that matches the rest of the site is vital to the ad’s success, driving 9% higher awareness, 23% higher engagement and 37% higher completion rates. This gives the consumers context to what they are reading, viewing and seeing. In other words, it makes sense to them as to why this video would be there and feels less like an intrusion than a video that simply pops up and starts playing.

Don’t Be Afraid Of Text

Don’t Be Afraid Of Text

Many advertisers might approach video as a format that can rely solely on sound and image, without a need for text at all, but they’d be wrong. As I said above, headlines are incredibly influential to how well a native video ad performs. Adding text to the video itself can be incredibly powerful as well. This is because consumers are often encountering native video with the sound turned off. While the motion might capture their attention, they can’t hear what’s going on. So, video with text elements can better inform the consumer with messages around the product or service being advertised. When brands can adapt their creative content to how consumers view the video, they’ll be rewarded with high engagement and successful campaigns.

Move Away From “Advertorial”

Text-heavy video works because it fits in with the way that consumers scroll through content. If the key message is there in the text, consumers are more likely to read it. Therefore, the trick is for the brand to get to its core messaging early in the video as well.

In fact, it’s potentially detrimental to the advertiser if a native video takes too long to get to the brand message. It’s difficult enough to capture consumer attention today. If the video is only tangentially related to the brand and the core message, then it is not likely to land with any kind of impact. Focus the content on the brand itself, arrive at the key messages quickly, and again, don’t be afraid to do so with text so that viewers can grasp the message even if they view with the sound muted.

Transparency Is A MUST

Transparency Is A MUST

Even though the current state of native no longer requires customization for every single publication, that doesn’t mean that the sites the ads run on and the context in which they appear are no longer relevant. When making a native video purchase, it’s still incredibly important to have transparency into the types of sites, the quality of those sites, and whether the audience matches the advertiser’s desired target. And while native stands a much better chance of capturing consumer attention than pre-roll or standard display banners, advertisers still need to monitor viewability and other factors.

This information is useful for both campaign reporting and targeting strategy. Advertisers can now leverage the same kinds of audience targeting capabilities in native that they’ve become used to for display and pre-roll. The difference is that advertisers are earning attention instead of forcing attention, which is proven to be more impactful because it respects the user experience.. Don’t buy native video without the availability of all of these data points.

Last Words

Digital advertising is no longer about simply shoving a message into an ad slot and hoping that it reaches the right consumers. Native video is no different, and it needs to be strategically targeted so that it reaches the right consumers. Brands that go beyond targeting to capture attention with headlines, in-video text, and powerful, impactful messaging are likely to succeed with native video now and well into the future.

Filed under: Native

Native Advertising Offers Many Advantages but Should be Used Properly

Posted August 2, 2017 by Rashmi D @ 4:05 am

There is a very fine line that differentiates native advertising from sponsored or branded content and it pays to respect that line

native advertising

The whole idea of native advertising is meant to make an ad appear like editorial content. However, it’s not as simple as that because a lot of adjustment is needed to do so and yet include the promotional message of the ad into the editorial in a subtle manner. Today, we have online and offline varieties of such ads and this blog will generally cover the online version with references to the generic aspects of this kind of advertising that are relevant to the offline version as well. Most people think they have found such an ad when they see the phrase ‘Sponsored Content’ right on top of an article. That is partially true because sponsored content or as it is often called, ‘branded content,’ is a category all by itself. It means, sponsored or branded content is written to promote brand awareness but it shouldn’t have any call to action.

Convergence of sponsored content and native ads

We have briefly discussed the main point of difference between sponsored content and advertisements and it is – for content to be considered as ‘sponsored’ or ‘branded’ there should be no call-to-action in it. But, a webpage being what it is today, the reader of such sponsored content could be bombarded with ads of the very brand covered in the sponsored content, popping up every now and then while he is reading the content. Will it still be considered sponsored content or does it become native advertising? After all the ads of the brand popping up relentlessly is as good a call-to-action as outbound links on the content body.

Clearly, technology has breached a barrier and has made it necessary to rewrite the rules of the game to fit into a broader category of sponsored content. The other way to look at it is from the perspective of pure and simple native advertising. Endless amounts of content is published every day with hyperlinks that provide a hook to the reader of the content in a distant website to land up on the site of the publisher of the blog. That has been happening all along and in recent times there has been some efforts by Google and some other search engines to regulate that by banning such back-linking in specific cases.

Optimum ways to create native ads

We need to realize that at the end of the day, a native ad is another form of advertising and it should not be confused with pure informative or educative content that are found on articles, blogposts etc. For those who like to play by the rules as much as possible, there are ways to make the ads better than the misleading headlines that promise the moon and end up in disappointment for the reader. The objective of a native ad is to be more detail-oriented even while overtly promoting the brand. The ad should be designed to educate the reader about a new or unique concept that will have value for him.

We all know about “How to…” content that tell us how to do different things to achieve a particular result. Some of these how to content pieces are advertorials, another variant of native advertising while some are sponsored content where the author may explain how to make solar panels at home and combine the effort with an inducement to buy some or other part that would be needed to make the solar panel. The whole idea is to add value to the communication by providing correct and helpful information on the advertisement and not just get a sale but also win the buyer’s confidence.

Product reviews can also be blended into native advertising but it should be done without resorting to wrongful practices like misleading the reader with spam reviews that are inconsistent with what the brand promises. If a product has proven credentials, and users have found it useful, promote it by all means. Get your users to write testimonials and combine a few such testimonials to put together a well-meaning native ad that presents the true value and worth of your product to the customer. Of course there are reviews that have earned a bad name for their malpractices but overall, people still like to refer them. In fact, many businesses are experiencing higher sales of products with slightly negative reviews apparently because people find them credible and reliable. Praise of a product should not be ‘too good to be true.’

Native advertising can also be in video format and it all depends on the skill of the creative people working on the video to make it credible. Of course, educative and informative content tends to be long and it sometimes becomes difficult to include all that information into a video ad which has obvious time constraints. Yet, there are no better ways to present how to content or product review content than through video where the expert in the how to clip or the user in the review content can be seen heard describing the attributes of the product.

Filed under: Native

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