What is the secret to good native advertising? What is the biggest challenge for native advertising? What is the future of native advertising?
We asked Dale Lovell Chief Digital Officer at ADYOULIKE, a European leader in native advertising technology.
Here he shares his insights for our series of #NativeAdSecrets which was recorded at Native Advertising DAYS 2016. Get notifications about our upcoming conference.
The secret to good native advertising…
“From my perspective it’s really about embracing content and storytelling with technology and data. The convergence of technology content and data tools really means that what you can and can’t do as a native advertiser quite logically is just restricted to your imagination. In terms of businesses that do this well; from our own study we ran a campaign for a plus-size fashion brand in the UK called ‘Simply Be’ over the summer.
We created a lot of compelling content. It was put together in an engaging way and it really worked. Primarily because we layered a lot of data on top of the content. We used programmatic trading methods to target a specific kind of segment and the results were phenomenal. One of the the key stats was it’s 200 percent ROI conversion rates.”
The biggest challenge for native advertising…
“One of the big challenges for native advertising in 2017 and beyond is client understanding of what native advertising is. I think there needs to be a greater definition within native advertising in terms of the different types of product publisher created content on behalf of a brand and the in-feed units of display as well as content recommendation.
I think marketers that are new to native advertising need to be educated a little bit on those three product sets within the field, because dependent on your KPIs and what you’re looking to achieve from a campaign that will determine which one of those products you’re looking to use. Maintaining quality as the market builds is also a challenge next year. Embracing content formats, storytelling and immersive media is the next iteration for native advertising as we go into 2017 and beyond.”
Related: The Psychology Behind Storytelling
The future of native advertising…
“First of all the future looks rosy. The market is growing and more and more budget is coming into native advertising. The big challenge and the future over the 12 to 18 months is growing native advertising at scale while maintaining quality and ROI in terms of performance.
I think the move to embrace programmatic native is something that has already happened but will grow as we go into 2017. That really opens up the market at a global level and can compete with display and video budgets on a programmatic level. It kind of standardises some of the buying processes for brand created content at scale, which make marketers more comfortable in terms of investing their money in it. If you compare native advertising like-for-like with display or other kind of online formats then native advertising performs well.”
What’s the deal with #NativeAdSecrets?
At Native Advertising DAYS 2016 – the biggest conference in the world on native advertising – we asked successful native advertising professionals to reveal their three NativeAdSecrets. Sign up for notifications about Native Advertising DAYS 2017 here.
Rebecca Lieb: Native Advertising Will Move Off the Screen
You Need the Right Story and the Right People to Tell the Story
Brandon Keenen: Make People Understand the Value of Native
Ana Plisic: Innovate Continuously