Online users are savvier than ever. They can identify an ad a mile away, and they are quick to avoid ads. They see ads as obtrusive attempts to get them to buy things that they don’t need – not necessarily the helpful spots to let them know about products they might want and need that marketers would consider their ads.
More and more people are using software to help them avoid ads completely. Last year, there were 198 million active ad block users around the world, which was up 41 percent over the previous year.
Advertisers are losing billions of dollars to these ad blockers. They can’t just write better ads because people are just not seeing the ads at all. They have to find other ways to reach customers.
Native advertising has proven to be an effective way to reach people even when they are using ad blockers. But you shouldn’t stop at native advertising alone. You need to look at intent based native ads to get better results.
What are Intent-Based Ads?
Artificial intelligence has changed the way we browse online and how we find information. Likewise, it has changed the way marketers are able to reach their audiences.
In the past, cookies were the best way for marketers to determine what ads to deliver to which users. Cookies looked at which sites users had been on and showed them ads relevant to that data.
However, the information that cookies provide is limited. Website visitation is only one part of the puzzle. It doesn’t tell you what those users really need.
That’s where intent-based software comes in. It looks further than what sites people visit and also take into account their behavior on those sites.
Therefore, if someone is visiting a lot of sites, a cookie might infer that the person wanted the information on those sites. But intent-based software would note if the person was leaving those sites quickly, indicating that the sites did not offer the information needed.
Intent-based software uses a more complex algorithm that takes into account all the information available about a user to determine what the person really wants or needs.
Native advertising is a type of advertising that looks more like traditional content than a traditional ad.
Native advertising can be a blog post that you pay to have written about a topic related to your niche. For example, if you are a financial adviser, you might sponsor a post about retirement planning. The post would then include a link to your company somewhere in the post where it is most relevant.
Native advertising can also include more overt promotion. Instead of a blog post about a related topic, you can pay for a review of your company or product, or you can sponsor a post that features your company or product prominently.
Other types of native advertising include giveaways, resource links, and even social media mentions.
Native advertising is designed to look like traditional content, so it shouldn’t trip any flags for ad blocking software. It will reach more of your audience, and it has a chance to engage more of the people who see it.
Ads based on user-intent signals are even more likely to be effective because they show users just the content that they want to see the most. Users are already primed to receive the content, so seeing those ads will almost seem like the answer to their prayers.
The Right Tools
The easiest way to deliver user-intent based native ads is to get the right tools.
In-tag from CodeFuel is built on a user-intent platform. The complex algorithm provides information to better understand just what users need at the moment of their interaction with your site.
In-tag then recommends the right content by inserting text links in just the right location for the user.
If you are using In-tag to promote content on your own site, it will recommend other articles and blog posts within your content. If you are using it to increase your advertising revenue, it will recommend content from other sites at just the right time and location to increase click-through rates (and your revenue).
In-tag considers more than just user behavior when it chooses the content to recommend. It also considers the timing of the recommendation, the platform, the browser and even the device. That means that it might recommend different content for the same user when on a mobile device or a desktop, for example.
Using the right tools, like In-tag, can help you get the results you need from your native advertising. User intent signals help you better understand your audience and make sure you are delivering the right content to get the results you want.