FAQ SERIES: How Companies Can Leverage AdDaptive’s B2B Sponsored Content

FAQ SERIES: How Companies Can Leverage AdDaptive’s B2B Sponsored Content

January 14, 2020 |
Mikaela Alioto

What is Native Advertising?

While consumers are accustomed to banner/display ads that grab their attention, native advertising is designed to be “native” to the environment and context in which ads are placed. Native ads match the user experience of a website allowing creatives to resonate with consumers rather than interrupt them. Because of their unobtrusive nature, native ads receive 53% more views than traditional display ads (source). B2B Sponsored Content leverages native advertising to help advertisers promote their content, connect with target business audiences, and increase brand awareness.

The Value of AdDaptive’s B2B Sponsored Content:

When a company has an existing creative they would like to promote, AdDaptive sponsors this content and puts it in front of the right B2B audience organically. In other words, AdDaptive’s B2B Sponsored Content provides premium inventory placement for companies’ digital advertisements, which can click through to existing resources, landing pages, form fills, or other content assets. Then, we take it a step further by providing firmographic reporting that shows clients which companies are viewing their content and other account-level data, fueling conversations with our accounts team around how to optimize future campaign strategies.

AdDaptive’s solution includes:

  • Competitive pricing, namely, a much lower CPM than our competitors
  • Comprehensive reporting
  • Premium inventory placement

Choosing to leverage AdDaptive’s B2B Sponsored Content through native advertising extends clients’ reach and leads to the most well-rounded campaigns. Discover how companies can amplify their content by leveraging AdDaptive’s B2B Sponsored Content:

For more information about the industry’s best offering in native advertising and social content promotion, we provide comprehensive resources in AdDaptive’s B2B Sponsored Content Resource Hub.

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The Power Of B2B Sponsored Content

The Power Of B2B Sponsored Content

September 12, 2019 |
Laura Bakopolus Goldstone

Use AdDaptive’s B2B Sponsored Content to amplify your content through native advertising.

Did you know…?

Reading a native advertisement yields 308x more consumer attention than processing image content, resulting in increased brand awareness. Therefore, a native ad tends to resonate more highly with consumers and lead to higher quality engagements and (potentially) hotter leads.

Native advertising is powerful because the ad spots are designed to be “native” to the page where they appear — as such, they are non-intrusive, matching the user experience and feel of the website where they live. Therefore, viewers might not even notice they’re seeing advertisements (even though they are clearly labeled), and if they do, they might not mind, since the content is relevant (source).

Furthermore, according to Business Insider, native advertising will drive 74% of all ad revenue by 2021. Using native advertising to promote content is an integral element that top businesses and agencies are integrating into their strategies and reaping the benefits for their companies.

AdDaptive’s B2B Sponsored Content Product

AdDaptive’s B2B Sponsored Content product utilizes native advertising to help advertisers promote their content to their key business audiences. Many marketers already realize the value brought by running sponsored content through social networks and other publishers, but they may not know about the walled gardens in those settings that prevent transparency, scale, and efficiency.

AdDaptive’s technology delivers premium inventory placement for our customers’ digital advertisements and provides comprehensive firmographic reporting, enabling clients to learn which companies viewed their B2B Sponsored Content and – perhaps most importantly – what that might mean for future strategies. AdDaptive’s scalable solution is also sold at a lower CPM than its competitors – a win-win.

Explore our B2B Sponsored Content Resource Hub below to discover the benefits of the industry’s best offering in native advertising and social content promotion: AdDaptive’s B2B Sponsored Content.

 

 

 

 

 

 

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Guide To Programmatic Native Advertising

Guide To Programmatic Native Advertising

July 19, 2018 |
Laura Bakopolus Goldstone

Native advertising is a tried and true form of digital advertising that tends to resonate with the right audience – if the technology used to deliver your impressions is accurate enough. (Explore The Truth About Native Advertising here.) Partnering with a programmatic technology provider is the best way to fuel your campaign; using powerful technology, your ads will reach the business influencers you want them to reach. From there, it’s up to you and your creative team. If you want to make sure your native ad is optimized and ready to go before you propel its reach through programmatic advertising, check out our guide to programmatic native advertising below:

First and foremost, you’ll want to make sure your ad meets the required specifications. For native advertising through AdDaptive Intelligence, this means 1200 x 627 px with an aspect ratio of 1.91:1 for the image itself, which shouldn’t exceed a file size of 200 kb. Your logo can be a 1:1 image at 300 x 300 px. The text lines are as follows:
Title – 25 characters max
Body text – 140 characters max
Call-to-action (CTA) text – 15 characters max
Sponsored by text – 25 characters max

Next, heed best practices to develop the best ad possible to ensure that when your target audience members see your ad, they see something that will engage them and inspire them to take action.

Best practices for native advertising include:
Avoid including words, text overlays, or call-to-action buttons on images, since they may get cropped out by publishers. This will limit your inventory and reach. Instead, follow the text guidelines above and let the image stand on its own.
Pair native with display to enhance engagement. ShareThrough industry stats show that deploying native and display together can produce 18% higher lift in purchase intent, 9% higher lift in brand affinity, and 200% more visual focus as editorial headlines. Well-rounded and comprehensive marketing and advertising campaigns will perform better than single-tiered approaches more often than not. It would behoove marketers to take advantage of the various channels and tools at their disposal to expand their reach and achieve better scale.
Make your title as detailed and engaging as possible. This is your chance to capture viewers. Your title should be on-brand and should be carefully written to resonate with your target audience. This involves knowing what your audience responds to, researching what you’ve done in the past that has worked (versus not worked), and spending more time than you may think necessary on 25 characters. If people only remember one part of your ad, it may be the title. It is important to make it memorable.
Craft short and catchy text to engage viewers. Viewers tend to scan ads quickly and make a snap judgment on whether or not they are intrigued. Then, they’ll dive into the details. But in order to capture their attention, include words or phrases that will matter to them and inspire them to keep reading. The best way to do this is to show your value. If you can capture your value proposition, maintain your brand’s voice, and be quick and catchy in the 140 characters provided, your target audience will respond favorably.
Opt to include an app store rating, such as 1-5 stars. While this is optional, it can work in your favor if you are confident in your ability to deliver. If you find that user-generated ratings and reviews complement your services and prove your worth, you can capitalize on the power of word of mouth by including this rating in your ad. When people see that other people like something, they are more likely to engage with it. A rating is a simple and visual way to capture your success among your target audience and prove your value to new customers.
Include a click fallback URL to catch any non-app-users. Studies have shown that average user dwell time on native content is about twice as long on mobile, but 48% of publishers still run native campaigns on desktops (source). While it is expected that mobile traffic will continue to grow this year with no end in sight (source), a portion of your B2B audience may still be using desktops at work, which may be an optimal time to reach them. If there is a possibility that customers may fall through the cracks, it is wise to put a catch-all in place. In the case of native advertising, a click fallback URL will catch desktop users and bridge the gap, providing the same user experience regardless of platform. That way, you won’t lose engagement based on where the ad is placed.

Following these guidelines will strengthen your native ads and ensure that once your programmatic provider delivers your ads to your target audience, you can capture them in a few seconds and hopefully entice them to engage with your brand.

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The Truth About Native Advertising

The Truth About Native Advertising

April 24, 2018 |
Laura Bakopolus Goldstone

Native advertising has taken off in the past few years, and it’s important to note why it is not slowing down. You probably see native ads many times each day and don’t even realize it — which means they’re working.

What is native advertising?

Native advertisements are placed within the layout of a digital website and mimic the publication’s form and function. In other words, a native ad may appear to be a part of a story you’re reading, perhaps resembling a graphic or house ad that may seem to link to something on the publisher’s website. Instead, the native ad brings the reader to the brand’s content.

According to Diligant, $19.5 billion was spent on native mobile display ads in 2017; in fact, in 2018, native digital display ads will make up more than half of all digital display ad spending in the US. Furthermore, the Content Science Review found that the amount spent on native advertising is expected to quadruple in 2018. Clearly, advertisers are not just utilizing this avenue to test it out – they’re trusting big budget dollars with its power.

Are native ads misleading?

Native ads are not deceptive if they are labeled properly. If a company tries to bend the rules by not labeling its ad, it is only hurting itself, as this diminishes its credibility (not to mention it is illegal). Luckily, only 10% of news media publishers in 2017 neglected to label their ads (Source), and hopefully that number will continue to decrease. In order for native ads to be effective from a deployment standpoint, publishers and advertisers need to label their ads so as to gain readers’ trust and maintain the integrity of programmatic native advertising for the industry.

When deployed effectively, and branded properly, native ads are only shown to those who are targeted specifically as already being interested or looking for similar content, and the reader knows what he is clicking. Therefore, the ad itself, regardless of how closely it appears to mimic the format of the editorial content, is relevant to the reader and is clearly labeled.

What are the benefits of deploying native ads programmatically?

We at AdDaptive know this cutting-edge approach yields successful results, which is why we continue to utilize its capabilities:
* Programmatic native advertising simplifies media buying for you and takes the manual work out of the equation.
* Utilizing programmatic native ads enables you to engage a wider audience, with each data point being much higher quality than those you would reach through the spray-and-pray effect. This increases efficiency and ROI, proving to be more cost effective and deliver more effective impressions overall.
* The customer experience is improved, since the ads actually relate back to products or services they are interested in. Viewers are seeing ads that are relevant to them, and you are paying for high quality impressions – a win-win.

We were thrilled to be at the forefront of this approach, and are even more excited about the exponential industry growth: By 2019, 83.6% of all US digital display ad dollars will transact programmatically (Source. And for good reason: According to a DoubleClick analysis of traffic across its network in 2017, users are twice as likely to click on a native ad as they are to click on a traditional banner (Source). Moving toward an automatic buying model for digital ads (native or otherwise) is an important strategic decision for your company to consider, as it can save you money and time when done effectively.

How does programmatic native advertising work?

At AdDaptive, for example, we utilize B2B IP Targeting to pinpoint decision makers in businesses that our clients want to target in order for their ads to be seen by the right people at the right time. When deploying native ads within our programmatic framework, we can buy the right space, so the native ad appears on the right website to the people whose impressions are most important to your campaign. The fact that the ad matches the look and feel of the website does not have negative bearing on its success or retract from its impact, since the reader is interested in both what he is reading and your ad that is placed within the body copy or beside it. It will be executed as a seamless, natural user experience for the reader, which can actually increase its reach.

In order for native ads to hit their expected growth this year, and in order for advertisers to continue buying into their power and appeal, ad tech companies who buy these impressions must be cognizant of brand safety (as always). The ads need to continue to be contextually relevant, seen by humans, and viewable in the layout of the webpage. With programmatic advertising behind these campaigns, you can rest assured that your native ads will be seen by the decision makers who will take action and engage with your ad – hitting your goals much more efficiently than through manual deployment.

Should native advertising be done alone?

We recommend a more holistic approach. Native advertising shouldn’t be the entire journey; it should just be the start. For example, if a user found your ad within another article, chances are he may continue surfing the web after engaging with your content (just as he did when he found yours). A strong creative will complement the targeted placement of your ad. But you should be employing multiple touchpoints in order to stay at the top of their minds – and their buying lists.

In order to effectively target the right user, native ads should be part of a larger package that makes use of a wide variety of techniques. IP Targeting, offline data onboarding, native advertising, and cross-channel marketing, when backed by a strong creative and an integrated strategy, can provide you with a comprehensive advertising campaign that is sure to get in front of the right people at the right time and deliver the results you need.

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Building Successful Native Creatives

Building Successful Native Creatives

November 17, 2017 |
Addaptive Intelligence

Native advertising allows your brand’s creatives to serve in an environment that is integrated within the inventory of a publisher’s site, creating a more natural ad experience for your target audience. For your native ads to be eligible to serve on all available inventory, include these six items:

Native advertising allows your brand’s creatives to serve in an environment that is integrated within the inventory of a publisher’s site, creating a more natural ad experience for your target audience. For your native ads to be eligible to serve on all available inventory, include these six items:

 

1) Icon

(recommended)
Including an Icon in your native creatives will allow it to serve on more inventory as many sources require this feature.

2) Title

(required)
Keep this short and sweet! Titles under 30 characters will be eligible to serve on the most available inventory. Anything over 30 characters will limit the number of sites that your creatives can run on!

3) Image

(required)
Choose an image that reflects the content of the ad and is compelling to your target audience. Also, do not crop this image! The image will be automatically cropped to best fit the environment in which it is serving in. While one image is required, we recommend including an additional, smaller image file so your ads may run on mobile-optimized inventory.

4) Body text

(required)
Keeping the body text under 140 characters will allow it to serve on the most open inventory. Although the maximum character limit is 300, it is not recommended to utilize the maximum characters as the amount of open inventory will be severely limited.

5) Sponsored by

(required)
A native creative will not pass audit without this field filled out, so include what advertiser is sponsoring the post.

6) Call-to-action

(recommended)
Including a call-to-action in your creative will increase the amount of inventory that your creative can serve on. Common call-to-actions include Click Here or Learn More.

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Native Advertising Needs Something More

Native Advertising Needs Something More

June 01, 2016 |
Addaptive Intelligence

Native Advertising: It’s all the rage. With Ad Blockers popping up everywhere and the millennial generation unyielding to advertisement distractions while they try to read the latest on the Kardashians or Justin Bieber, publishers are scrambling to figure out new ways of showcasing their advertisers. Native appears to be the answer. Little do millennials know surrounding the reason they read that content for free is due to the advertisements on the page. Slowly driving down a path to paywalls is a rant for another day.

Where Native Leaves the Consumer

Native, at its core and upon first glance, is the solution. The brand wins when the audience is reading an advertisement without knowing they are reading an advertisement. An endorsement from a favorite website or a favorite blogger suggesting what shoes to wear, where to eat, the newest and hottest fashion brand or sleek new makeup line can be a key influential voice in guiding the next purchase.

The IAB is putting stricter guidelines in place to clarify what the consumer is reading is actually a paid advertisement. The industry knows it’s an advertisement, but does the average consumer know?

The real problem is what happens after they’ve read it? They move on. They read another article, check out another blog, browse Facebook, swipe right on Tinder, all the while surrounded by hundreds of other advertisers vying to leave the same lasting impression.

Completing the Mix

Native advertising shouldn’t be the entire journey; it should just be the start. A journey that includes display, mobile, Facebook, and video while keeping in constant contact with the consumer. A journey that leads to better brand awareness. A journey that eventually leads consumers down a path to purchase.

It’s not enough to just tell them how great it is. After you tell them, you need to give them a constant reminder to bring them where you want them to be.

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