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Dominic Bosher

How to split your ad budget in 2018

By | Ad Spend, Banner - Advertisers, Banner - Content Creation, Banner - Native Video, Banner - Reporting, Banner - True Native, Content, Native advertising, Uncategorized

3 ways to split your ad budget

With the new financial year comes a new advertising budget – but are you spending yours as wisely as possible? The savviest advertisers are in on the secret that there are three particularly important ways to invest your native ad budget in 2018. Bump these to the top of the priority list to give yourself the best chance of success…

Three is the magic number

It’s that time of year again when advertisers set about the task of allocating the budget for the coming months. While it might be daunting to deviate from the tried and tested plans of old, the most successful marketers set aside a try and test budget for new channels – those who have yet to try native content might want to consider branching out.

But first, as any good multi-tasker understands, you need to work out your top priorities in order to make the wisest decisions for your business.

In an interview with the Native Advertising Institute (NAI), Trine Lundahl, Client Service Director at Aller Media, recommends that advertisers invest in three core areas: production, testing and distribution. It’s on these three pillars that the success of your native advertising campaign is likely to rest.

Let’s take a closer look…

Production. Investment in production is crucial; without the right content resonating with your target audience, the power of native is severely compromised. And without high quality content that offers real value, native is reduced to the same relevancy as the rest of the background noise – i.e. the countless other ads you’re fighting to be heard over.

Testing. Testing is critical to allow you to both scale and convert your content that’s performing best. It’s a smart tactic to try multiple pieces of content to see which perform best. Then you can take the learnings from this when briefing the next batch. Just remember to clearly define how and at what point during the process you’re going to test format and content, right from the start.

Distribution. There’s no point in having top notch content if nobody gets to see it. Your budget needs to focus on getting that quality content out there and in front of the right eyes. This can be done by investing time and money in distributing the content in credible editorial environments to allow new audiences to discover it.

So, you can see what needs to be done. The real question is: do you try to accomplish it all yourself, or bring in a network that can help with the planning and execution of campaigns to simplify spend and give you a welcome breather?

Collaboration with an agency – is it for you?

DIY is a tempting approach, at least on the surface. By shouldering the burden yourself you can cut down on spend. However, not only will you be limited to the level of expertise you possess and the resources at your disposal, but it may also take much longer to implement your strategy.

The production, testing and distribution stages of a native advertising campaign are increasingly significant and important to success. Anyone looking to invest their budget wisely should be particularly aware of these elements and how they should feed into campaign planning and strategy, or else look to partner with an agency that can demonstrate this understanding.

At TAN Media, we combine all three for end-to-end campaign management and in-depth analysis, allowing our customers to simplify their budget, reduce production time and enjoy access to premium publishers.

To find out more about true native for advertisers, contact us today.