Once upon a time, popups were all the rage in advertising. Then it was roll-over text ads. Then video ads.
Advertising has evolved with the changing behaviors of online users to try to meet them where they are and to keep them engaged. Right now, we’re facing a special moment in that evolution as the online landscape is exploding into new territory and software that blocks those ads is gaining in popularity.
Brands are trying out new strategies to maintain the effectiveness of their ads, and they are exploring opportunities for advertising on new platforms.
One thing we know to be certain already is that real time native ads are the future of advertising. Here’s why:
Ad blockers are a plague that shows no signs of going away.
Their use is growing, and it is expected to grow even more in the coming year. People are using ad blockers on both their desktop and mobile devices, so there is no escaping them.
Reports estimate that this software has cost advertisers billions of dollars.
Native ads can get around ad blockers. That’s because native ads don’t really look like ads – they look like regular content. Native ads can be text, graphics or video, and they can include informational posts, reviews, and more.
Native ads can reach more people – at least until technology evolves again and figures out a way to filter them out, as well.
Native ads aren’t your typical ads. They don’t consist of a few lines of promotional copy. In fact, many times, they contain no promotional copy at all.
Therefore, native ads have the potential to be much more engaging to users.
A native ad can be a tutorial on how to make your own raised garden (with a subtle recommendation of a raised garden bed product or a link to one). A native ad can be a video showing you the most beautiful places in the world to visit (with a message about how the video was sponsored by a local travel agent). A native ad can be a beautiful infographic about how a particular college degree can increase your earnings potential (with a mention of a specific college offering that degree program).
Native ads are much more likely to draw in users and make them interested in the message, assuming that they are done right. When users are engaged, they are more likely to shop with your brand.
The typical display ad has not much more than a few lines to make a sales pitch.
You have precious little copy space to convince a person to visit your site and buy your product or service.
With a native ad, you can have an entire page of web copy to make that argument. You can include a whole list of features and benefits, explain the finer technical points, or create an emotional appeal.
However, you shouldn’t take that space for granted. Some people get a little lazy when they know they have more space, and they don’t write as tightly or as effectively.
Native ads are made more effective by delivering them in real time.
A static native ad depends on all visitors coming to it with the same characteristics. Real-time ads are delivered based on a variety of factors, such as the time of day, the specific device being used to view it, or the browsing behavior of the user viewing it.
For example, a native ad can appear differently on a desktop than it does on mobile. It is important that you show users the best ad depending on whether they are using a desktop computer or mobile device. Otherwise, you lose the effectiveness of the ad.
In-feed from CodeFuel delivers native ads in real time based on a user-intent algorithm. This advanced algorithm looks at a host of data about the user group viewing the ad, their preferred content, their designated browser etc. The algorithm takes this data and matches it with key site and trending info sources to quickly translate all information gathered into action, determining the best ad to show in that moment.
With In-Feed and real-time ads, you can reach the right users at the right time, increasing the likely success of your ad. You’ll start to get more clicks, sales and leads, helping you to increase the return on your investment and expanding your brand awareness. You get to do it all without spending nearly as much time or money as you have on traditional ad campaigns.
Advertising may be changing, but you have the tools to change with it to remain competitive and successful. Use In-feed and make the transition an easy one.