2017 will see the continued rise of intent based native advertising. In fact, the next year is likely to see the shift to primarily embrace this new type of advertising.
Ad blockers are costing brands billions of dollars a year. More and more people are using this software to block intrusive ads, so they aren’t even seeing a lot of the ads that brands are spending so much money on to reach their audiences.
Brands are now exploring options to get around this software, and one of the most effective options is native advertising. Native ads are those that look and act like editorial content. They can be blog posts that share solutions to readers’ problems and then include the advertiser’s product as one of them. Or they can be posts that discuss the product or service as the primary solution.
Native ads can be written as reviews of a product or service. They can even be tutorials of how to use the product.
Some native ads can just be written about a related subject. For example, a financial consulting firm could write a native ad about saving for retirement or how to use mutual funds to grow a portfolio. The company gets exposure with a link in the bio.
Intent based advertising looks at how visitors are behaving online to understand what kind of ads they might want to see.
Traditionally, advertisers have used cookies to determine this kind of information. They looked at the websites that their visitors went to in order to understand what they liked.
Intent based advertising goes beyond that. Instead of looking at just the websites the people visit, the algorithm looks at what they are doing on those sites, as well. What pages are they visiting? How much time are they spending on those pages? What do they click on when they are on the page?
These are the kinds of questions that intent based algorithms hope to answer.
The idea behind this advertising is to learn more about what the searchers really want, rather than just matching content to keywords entered.
Intent based advertising is changing the ways brands reach audiences, but it is not without its own challenges
Intent based algorithms look at what the users want or need, but they often look at the information after the fact. What advertisers need is to know that information before they reach audiences.
In theory, you can use the information to learn more about the audience and to create a better profile. But what individual members of that audience want or need is going to change each time they get online. Intent based ads need to be able to meet the right customers at the right time.
Brands are challenged to get the right placement for their ads at the right time. They have to find the right sites, and they have to find the right platforms and the right placement on the page. They have to choose the right formats for the ads, and the right timing to show them.
All of that is a tall order.
Fortunately, there are solutions available that make using intent based native ads a little easier.
CodeFuel recently introduced a new tool called In-feed that uses intent based signals to deliver the right ads to the individual user at the time.
The advanced algorithm aims to deliver the right ad to the right customer at the right time. That means taking into account the current platform that the person is using (mobile or desktop), the current site, the time of day, and other factors to figure out what ad will have the most impact.
In-feed chooses relevant and targeted ads based on the user intent signals it picks up. It also determines the best ads to preserve the user experience on the site.
This powerful, advanced tool delivers ads specific to the user. It will deliver different ads to different users on the same site on the same day.
With In-feed, it’s like you have a personal assistant for each of your users, making sure they see the offers that are most interesting and relevant to them.
That means that you will get more results for your advertising budget, both in terms of leads and of actual sales.
You can also use In-feed if you are a publisher and want to increase the revenue you get from advertising on your site. You can sign up for the program and allow it to publish ads automatically on your site based on the users that visit. You’ll make more money because you’ll get more clicks, which will improve your bottom line while also creating a better experience for your users.
Check out In-feed to learn more, and start getting the results you need with intent based native ads.