Native advertising is the latest, most successful and fastest growing branch of digital marketing. Market-wide the spend on native ads is estimated to be $17.3 billion in 2017 rising to $21 billion in 2018.
What makes native ads so successful is the fact that they provide real value to consumers by being relevant to them. The best native ad do not feel like ads at all. Perhaps that is why consumers are 25% more likely to look at a native ad than regular banner ads. Native ads also report a 18% greater lift in purchasing intent compared to standard banners. But how do you get users to discover all that amazing native advertising content?
The following three companies are on my list of the most innovative companies when it comes to distributing native advertising. I also asked representatives of all three companies to explain what they do.
Revcontent is a content recommendation network that reaches 97% of US households According to Quantcast putting their reach just behind Google and Facebook. The quality of the content pieces distributed is generally high as the company is said to reject more than 94% of its applications. Besides content quality, Revcontent also has a minimum traffic criterion for every website it accepts as a distribution partner. Those qualities are what makes this company stand out, I think.
John Lemp, CEO and Founder of Revcontent
“I believe our platform has a powerful targeting prowess – advertisers can target customers based on location, mobile devices and brands they usually search for. Its widgets are easy to customize and the user experience focuses on making the promoted content appear as natural to fit smoothly in with the user’s overall browsing experience.”
Launched in 2014, Adnow now reaches 160,000 partners, 114 countries and creates 6 billion impressions each month through its content and product recommendation network. Adnow’s objective is to create a value-adding ecosystem on the Internet that serves recommendations to users based solely on their interests. They seek to remove any intrusive and irrelevant advertising from the web and work constantly at innovating technology that achieves this goal.
I believe they are the only company which is taking data science integration seriously. Their suggestion patterns are considered to be the best and widgets are highly optimisable.
Vladimir Bashkin, Business Development Director of Adnow
“Native marketing is the best marketing tool of the day for increasing conversion rate through an already engaged audience. It uses automated systems based on real-time bidding technology, the largest segment of programmatic-innovative systems, to decide on the buying and selling advertising inventory.”
Outbrain is a 10-year old content-focused storytelling business for brands. Their experience in connecting Internet users with products and services leads them to understand how high-quality content and a relevant placement of it are the top influencing factors in advertising campaigns.
70% of Outbrain’s network comprises publishers’ own content to which they apply their technology and personalize for different users. I have tried all these three companies but Outbrain gave the best rates. Though the unfortunate part is that Outbrain accept most of the applications and thus many ads they show are irrelevant.
Yaron Galai, CEO and Co-founder of Outbrain
“I see native advertising as a hot opportunity in 2017 to help publishers multiply their gains from their existing content. The way to achieve this is by analyzing the value of content in real-time, which can boost publishers’ revenue by 120% from existing ad partnerships. This approach of maximizing views and engagement from bare minimum content pieces is contrary to the old and rather ineffective approach of vying for more space on a page for paid ads.”