- In Feed Ad Units – Example: Yahoo Gemini which powers Yahoo’s Native Ads.
- Search Ads – Examples: Google’s contextual Adwords.
- Recommendation Widgets – Content is delivered through a widget. It is generally recognisable by words like “You might also like” or “You might like”, “Elsewhere from around the web” or “From around the web”, “You may have missed”, or “Recommended for you.”
Examples: Outbrain and Taboola.
- Promoted Listings – The websites that carry these ad units, are typically not content based, rather they are usually e-commerce sites. Promoted listings are presented to look identical to the products or services offered on a given site.
Example: Gumtree and Amazon’s sponsored ads and products.
- In-Ad (IAB Standard) – An ad in a standard IAB ad size that is outside the feed. “It contains contextually relevant content within the ad, links to an offsite page, has been sold with a guaranteed placement.”
Example: XML feed powered Rich Media like Sizmek.
- Custom – This category is left for the externalities of ads that do not fit in with the other categories.
The best way marketers can embrace native is to answer three key questions:
- Effectiveness – What is the expected success of the campaign and how is it being measured accordingly?. Do we want to build a brands positive association, engagement with a particular consumer or drive a direct response on the campaign.
Apples need to be compared with apples. Most importantly is now can this campaign also run across other channels or formats on the media partners platforms.
- Scalability – How much scale do we want with our campaign? Whom can provide it and what is the total investment (including time) that is needed to achieve our success.
- Relevance – How do we achieve relevance ? This can be done via targeting the right ‘content’ to the right audience at the right time. Relevance needs to include running on brand safe media platforms, so the content is not displayed on less favourable media brands or alongside dodgey content.
My suggestions is your brands go back to basics and try trusted Native sources, both old and new. They will be pioneering with learnings that will help build your business success and give you decent lead over your competitors.
Apurimac.Africa – United by Digital™