Young people on smartphones

Creativity + UX. The ultimate guide to creating great online ads

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

In 2005 Bill Gates declared:

“The future of advertising is the internet”.

When asked about building big brands online he said:

“That is the thing that traditional advertising is better at…. but as it moves to the digital realm it will be hard to talk about what is and isn’t internet advertising.”

With UK advertisers spending £11.55bn a year online, it’s fair to say the gap between online and offline has not only been closing financially, but also creatively as new formats develop and old formats are redesigned for new distribution channels – vertical video for example.

Whilst TV, print and OOH were once considered the creative and brand formats, the world of online advertising has upped its game in the battle against ad blockers. Nobody wants poor digital advertising – consumers don’t want annoying interruptive ads and publishers (reliant on ad revenue to keep content free) certainly don’t want people leaving their site due to bad ad experiences. The answer is twofold – creativity and ensuring the UX is seamless. Research has found that 78% of UK adults dislike ads that are not suitable for the device they are using.

With this in mind, the fine folks at IAB UK have brought the industry together to produce a creative best practice guide. It started life, as most things do, with a good moan-up about all the bad ads we’ve seen and happily manifested itself into a useful guide of things you can do to make sure your creative is as good as humanly possible!

The aim of the project was to produce:

“A simple and actionable set of guidance to help you ensure that your digital advertising not only looks great but also works beautifully on the platform that it is served.”

You’ll find my missives on why you should select the right native format for your campaign and the value exchange between brands and consumers here.

Digital content creation best practice

Native distribution best practice

You’ll also great advice on creative best practice across a range of channels: native, content, video, mobile, audio, performance and search. The full guide is here.

engaging content student audience

Why engaging with students requires engaging content

By | Banner - Advertisers, Banner - Content Creation, Banner - Native Video, Banner - Reporting, Banner - True Native, Content, Content Marketing, Education, Native advertising

The shifting landscape

Declining application numbers have been a shock to the system across the higher education sector and have led to several major shifts. This year we witnessed a squeeze at the top, with the highest ranked 20 institutions competing for the brightest. Russell Group universities accepted ABB in the summer which had a knock-on effect right down the rankings and led universities to rethink their recruitment strategies.

Students are aware that it’s a buyer’s market, so are now shopping around, visiting multiple campuses to find the perfect university for them. Others are leaving it later to apply and some are waiting until August in the knowledge that even higher ranked institutions will offer places through clearing and confirmation.

Last year St George’s University became the first to offer medicine through clearing. This year, universities that used to mop up their last few places on results day, still had courses available days after to accommodate for late demand. Most institutions now offer a clearing open day to engage with students before they apply.

Making a first impression

The university is a unique institution, in that it’s marketing team must work to a particular cycle, communicating with a largely new audience each year. This presents a great opportunity to fine-tune your brand over time.

As a result, it’s crucial to make a high quality and lasting first impression with each student, each year. It makes such a difference if potential students understand who you are and what you’re all about before they are signposted towards course lists, prospectuses and open days.

student content

The power of your brand

With tightening budgets to work to, most unis are opting for high-intensity campaigns at key periods – January deadline, open days and clearing. This offers maximum impact and ensures that students are given every opportunity to register or apply. A downside of this strategy is that ads that feel transactional are less likely to influence students in making an important decision.

This problem is compounded by the intensity of competition for share of voice, making it hard to be heard above the crowd. Students are likely to see multiple university ads in a day, so how can any one ad stand out above the rest? Will students click on the first one they see? The most colourful? The most relevant? The most impressive stat?

Or will it be a brand that they have engaged with before and feel they recognise and want to explore further?

Education agency, SMRS, recently drew attention to the importance of brand in their HE marketing survey. 97% of respondents pointed to the increased importance of brand, above other recent impacts such as Brexit and the Teaching Excellence Framework.

student content

Being inspirational

When we talk about online brand engagement, we refer to the execution of meaningful, prolonged interactions with university content. Campaigns are often judged on the price of their clicks and the traffic they drive to a site, but this isn’t always the best way to build lasting and impactful brand awareness. Sometimes we should look beyond the click to really understand the results of a piece of activity.

We should consider the potential student’s experience and ask ourselves what students want from their interaction. If the aim is to win hearts and minds, we can’t be pushy, sending students to fill out a form without having something to offer. Universities are great at producing content but not so good at sharing it!

Departments, lecturers and student groups produce fascinating research every day and it’s exactly the kind of stuff that grabs attention and excites young people about getting stuck in and starting their student journey.

Be the one to spark that idea, that conversation, that inspiration, whilst quietly reinforcing your brand identity as an authority on the subject.

Engaging with a digital generation

The last few years have seen the rise of programmatic display ads which have led to campaigns that mine for direct response, opting for quantity over quality. At the same time, a digitally savvy generation has started holding advertisers to a higher standard. To have a chance of generating quality engagement with potential students, interactions have to become less transactional and more inspirational. To get engagement you must be engaging!

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mobile content

Top tips on writing engaging mobile content

By | Content, Content Marketing

Today’s constantly-connected consumers crave content that’s simple to digest and can be accessed from anywhere, and from any device. Hence why mobile is booming.

Rather than me try to put forward a convincing argument, I’ll let the figures speak for themselves. The latest IAB and PwC Digital Adspend report, which we contribute to each year, unveiled that half of UK internet time is now spent on smartphones. This has caused mobile’s share of digital ad spend to rocket from 35% to 43% in just one year, or £2.37bn.

Mobile’s growth means that it now accounts for 57% of all display ad spend and a whopping 77% of all content and native ad spend.

If you’re yet to optimise your content for the small screen, you’re already missing out on an unprecedented opportunity to win over your target audience.

So, if you want to perfect your penmanship skills and fine-tune your mobile copy, here are some top tips for writing compelling content to engage your readers:

mobile content

Short ‘n’ snappy

Did you know that humans have shorter attention spans than goldfish? Which, coincidentally, has been blamed on our use of digital devices. Mobile readers don’t want the arduous task of scrolling through lengthy paragraphs – they’ll switch off in seconds. So, break up the text into short, digestible chunks whenever there’s a natural break. Just remember the golden rule: say what needs to be said, using as few words as possible.

Hook ‘em with headlines and subheads

Continuing the short-and-sweet theme, your headlines need to be to the point, pack a punch, and have a pinch of mystery to them that’ll encourage readers to click through. I know, it’s a lot to ask. The best piece of advice I can give is to think like you’re tweeting (even though you’re not). You want your headlines to be worthy of a re-tweet – scan the social site when you next have five minutes for some inspiration.

Now you’ve got your readers’ interest, you need to keep hold of it with equally engaging subheads. The most effective ones guide readers through the article; they’re snappy, yet provide new and insightful information. Tie-in your subheads with the title, make the font bold and you’ve got yourself a seriously scannable piece of content.

mobile content

Frontload fantastic copy

In the same way, a film trailer entices us to watch the full-length flick, the first few sentences of your article are absolutely crucial for drawing readers in. And so, it must be your very best, attention-grabbing writing. You need to tee-up your article in an original and exciting way. Potential readers will be asking, ‘How will this article benefit me?’ and it’s your job to answer them.

Break it up with bullet points and visuals

Subheads make for scannable content, but you can break up the text even further with bullet points and images. Bullet points, for their part, allow you to convey the article’s key messages in a more digestible manner. They can be used to summarise the content, explain product features and/or benefits, or as a checklist in an advice piece.

Readers can’t get enough of visual content. When people hear information, they’re likely to remember 10% of it three days later. But add a relevant picture and they’ll remember 65% of that information. And, get this: articles with an image every 75-100 words receive double the social media shares as articles with fewer images.

mobile content

As consumers are so stimulated by visual content, you should strive to embed engaging, relevant images and videos within your articles whenever possible.

Writing marvellous mobile copy doesn’t mean writing fewer words. Instead, it’s about making every single word on that digital page count. It’s about formatting articles in an eye-catching way, whilst communicating original ideas that’ll resonate with your audience long after they’ve closed the page.

 

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Why native advertising is having an identity crisis

By | Banner - Advertisers, Banner - Content Creation, Banner - Native Video, Banner - Publishers, Banner - Reporting, Banner - True Native, Native advertising

I’ve just read an extremely thought provoking article on what I believe to be the biggest challenge to both the native advertising industry (publishers and networks) and media agencies looking to sell native in to clients.

I didn’t just read Chad Pollitt’s piece ‘Native Advertising has a Terminology Problem. And It’s Not Pretty.’ once through – I read it three times. Not because Chad didn’t make sense, but because we’ve got to the stage where even for someone in the thick of this industry, I was still briefly confused.

If someone who works day in, day out in native advertising is having to re-read definitions, then what hope do media buyers (working across multiple platforms, media and formats) have? If one person’s native is Outbrain, and another’s long-form content on a premium publisher, then we have a problem. And that’s before we even look at the myriad of hybrids in the UK market.

Back to basics

Perhaps, it’s best to start with what most people agree is the definition of native advertising:

“Native advertising is paid advertising (media) where the ad matches the form, feel and function of the content of the media on which it appears.” (Native Advertising Institute)

This snappy description seems bulletproof, but it only tells half the story. It accurately describes the sponsored headline unit, the social media sponsored post – the shop window if you like. It’s what happens next which really defines the native format. What happens once the user has read the headline and clicked?

It’s all about the content

This brings us to the content. There’s long been confusion in the market between content marketing and native advertising.

This is one of the easier definitions to solve: Content marketing = your brand content. Native = the distribution channel. I could get into content marketing vs advertorial here (not overtly mentioning your product vs it being all about your product) but that will have to wait for another day.

Social media is somewhat ‘ronseal’ – a sponsored tweet looks like any other tweet, the same for Instagram, Snapchat or Facebook. These usually contain heightened CTAs such as the ‘Learn more’ or ‘Shop now’ banner on Instagram, before clicking to brand sites. Often, the post is simply re-targeting.

There is content, right?

So, what about the traditional publisher’s site? This is where it gets confusing for media buyers. I’d argue it’s all about what happens post-click. This is where the definition of native advertising seems to be far too broad. Any of the following could happen – the headline unit:

  • leads to content on the same publisher’s site
  • leads to content hosted on the brand site
  • opens up a lightbox containing brand content
  • plays video
  • doesn’t actually lead to any content at all. It’s a headline unit that simply clicks to a product page!

Essentially, your headline unit could behave in several different ways and in some instances, is no more than a re-badged direct response banner ad.

Here’s my attempt to clarify the main (non-video) formats on publisher’s sites:

Native advertising (sponsored content)

Non-programmatic, publisher direct sold headline units that lead to article pages in the same premium environment.

True Native (sponsored content)

Non-programmatic, ad served headline units that lead to article pages in the same premium environment.

Native display

An in-feed headline unit on a publisher site that clicks to a brand site which may or may not contain content marketing. Usually programmatic demand from exchanges and often re-targeting.

Content recommendation

The likes of Outbrain, Taboola and Rev. Self-serve headline units which click out, usually in blocks of 6 or 12 at the bottom of article pages. Usually DR campaigns or arbitrage.

Should ‘native advertising’ be redefined?

Chad argues that the confusion in the market is all about the definitions of types of content, I’d argue that there’s far more confusion over what a headline unit does.

Perhaps now is the time to separate premium sponsored content (in editorial environments) from what recent IAB UK native conference called ‘next generation display advertising’. Perhaps, the term ‘native advertising’ has had its day!

programmatic

Has programmatic become problematic?

By | Brand Safety, Content Marketing, Marketing, Native advertising

The rise of programmatic advertising has been nothing short of spectacular, with the IAB predicting that programmatic will account for 80-90% of display ad sales by 2019.

Its rapid growth is unsurprising given the problems it has solved, namely audience targeting and unsold inventory. By introducing real-time bidding (RTB) on every ad impression, advertisers can bid for the eyeballs of each individual user based on their browsing history and other data sources. Want to reach a 47 year old female, earning a fair whack who likes sports cars? No problem…

Brand safety becomes the hot topic

Except there was a problem. In March, The Times ran the headline: Big brands fund terror through online adverts. Their investigation focused on sites including YouTube where programmatic ads for major global brands were found to be alongside extremist content.

The fallout grew greater each day as more and more media agencies pulled their ads from Google’s ad exchange. As we noted on this blog when ads were pulled from alleged ‘fake news’ sites:

“Finding audience at the expense of losing control of the environment, suddenly doesn’t seem quite as smart.”

But it’s not just user-generated content sites like YouTube, Facebook, Tumblr or Instagram that represent a potential danger for brands. There’s also been an exodus from editorial sites like Breitbart – the controversial Alt-right news organisation – and copyright-infringing sites such as those streaming live sport without owning the rights. Ads have also been found on pornographic sites.

I don’t suppose brand safety concerns were top of the agenda for most programmatic buyers; performance by way of finding the target audience trumped everything, but one thing’s for sure – it’s now their number one priority.

Good news for traditional publishers? 

Ironically, one of the campaigns which first sparked this controversy was for a publisher. The Guardian pulled ads for its membership scheme from Google’s Adx ad exchange when they were discovered next to extremist content.

Ironic, because it’s traditional publishers which stand to benefit the most from the fallout. News UK’s chief executive, Robert Thompson didn’t hold back with his take on the tech giant:

“It is risible, no, beyond risible, that Google/YouTube, which has earned, literally, hundreds of billions of dollars from other peoples’ content, should now be lamenting that it can’t possibly be held responsible for monitoring that content – monetizing yes, monitoring no.” Press Gazette

1XL, which represents local newspaper publisher’s Johnston Press, Newsquest, Archant and DC Thompson issued a statement suggesting that agencies place ads with them rather than:

“blind programmatic ad buying which is placing household brands next to extremist content and fake news”.

What next for advertisers?

Over the past few weeks I’ve had many calls and emails from media agencies asking us to confirm where their client’s ads are running.

As we operate our own network with direct publisher integration, I can easily list every site down to individual sections and placements – in short, we can offer complete transparency and brand safety. I suspect others in the digital space have probably not had such an easy ride.

What many advertisers don’t realise is quite how many exchanges their ads are passing through before being spat out at the other end. Knowing where your ad is being served when bids and ad calls are being made in a fraction of a second on millions of websites is nigh on impossible.

So perhaps it’s time to take another look at the walled garden traditional publishers can offer, after all, could it be that the environment your ad is served in is as important as the targeting?

Essential for native

Thus far, the programmatic problem has only affected display advertising, but

with some display being tweaked to look more like native, it seems obvious that native advertising should be leading by example. After all, when sites are associated with your content, they should be completely brand safe.

As a final thought, I’ll leave you with three things I’d be asking any native provider:

  1. Can you provide me with a full site list?
  2. Can I blacklist any sites I don’t consider right for the brand?
  3. Can you pause campaigns down to individual placements by next impression?

If they can’t answer all three, I’d be looking elsewhere.

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native

5 trends for native advertising in 2017

By | Content Marketing, Marketing, Native advertising, Technology, Videos

Having firmly established its place on media plans over the past year, content & native in-feed advertising accounted for an impressive 29% of display in 2016. So, what does the new year hold for native? Here’s 5 trends we’ll be keeping a close eye on:

Measurement, Measurement, Measurement

When someone as gigantic as Facebook struggles with metrics, the spotlight really falls on if a 3 second video view really is engagement, or simply someone scrolling past to consume more of the thing they were actually there for in the first place? There’s also been plenty of talk about moving away from obsessing over clicks, so perhaps 2017 will be the year when quality of engagement trumps sheer quantity.

Viewability remains a red hot topic

I’m sitting in a coffee shop writing this, having just purchased an Americano. Unsurprisingly it filled the cup. Had it only have been 70% full, I’d have asked why and certainly wouldn’t have paid full price. Remarkably, media agencies are still asking ‘how viewable’ our inventory is so they can price this in. We’ve always delivered native on a vCPM (a 100% viewable CPM) – others are moving towards a CPV or CPE (costs per view or engagement) – one thing is for sure though, the days of charging for unseen impressions must finally be coming to an end.

Trust becomes ever more important

In the new era of ‘fake news’ the credibility of brand content becomes increasingly important. Spammy headlines that lead to unrelated content are bad news for both the sites they appear on and the companies using them. Expect to see big brands becoming more cautious about placements and being seen alongside other campaigns with less credible clickbait creative.

Picture-perfect! The increasing use of visual formats

Video distribution has been one of the fastest growing areas of online advertising so it’s easy to forget the power of great photography. We’ve already worked with some great photo essays for brands. There’s also plenty of hype around 360 VR – our team has been experimenting with this on mobile and it looks fantastic – expect to see more.

Rejection of interruptive formats

Ad blocking continued to be the hot topic during the past year. It was hard to find anyone to disagree with the fact that the industry had brought this upon themselves by annoying the hell out of people – obscuring the content that audiences were there to consume. Many publishers are turning their backs on these formats realising that it creates massive UX issues.

Stay-on-site True Native is just one way to create a non-interruptive user experience whist maintaining revenues. If 2016 was the year of interruption, 2017 is definitely shaping up to be the year of usability and engagement. The two really do go hand in hand.

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Native advertising Smartphone

How we helped visualise the native landscape

By | Company News, Native advertising, Uncategorized

I recently wrote a piece entitled ‘Help! Which type of native advertising should I choose?’. Its purpose? To cut through some of the jargon bandied around in the industry when it comes to describing different forms of native.

Given the growing importance of native within the digital ad landscape, it’s no surprise that it’s also something the IAB have been wrestling with. As members of the IAB’s Content & Native Council, we’ve been helping the industry define the various executions of native in the UK.

It all started with a framework back in May. Here you’ll find the three types of native the council decided to define based on how content-based media spends are invested:

Native distribution ad formats:

These are ad units that mirror a publisher’s overall style and layout. This encompasses in-feed click-out and content recommendation units. These are usually a click-out from the headline unit to the brand’s site or landing page. Sometimes called programmatic native display.

Publisher hosted and / or made:

This is for on-site editorial-based content and falls into three categories:

1. Publisher controlled content. Essentially content that the advertiser has no control over. Often this content won’t be directly related to the brand. They are simply sponsoring its production.

2. Publisher hosted and / or made. This is where advertisers partner with publishers or networks such as TAN Media to provide or support editorial-based content. Content sign-off is from the brand.

3. Joint publisher/advertiser controlled commercial content. This is defined as ‘made by publisher and/or brand, enabled by brand but may have been produced even without brand funding’. It’s publisher controlled but with brand input.

Brand-owned:

This defined as ‘any form of content which is conceived, owned and managed by an advertiser.’ This can include social media channels or brand websites for example – essentially anything that’s not on a publisher’s website.

You can find the exact definitions on the IAB Website here. And whilst frameworks and charts are all very helpful as a starting point, actually seeing the various executions in situ is what really brings this project to life.

With that in mind, the IAB tasked suppliers with helping create a Content and Native Gallery. The 50-page PDF is now available for download on the IAB site.

You’ll find our contribution (including case studies) in section 2 – Advertiser-controlled commercial content, following the Guardian and Telegraph, so please take a look.

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importance of headlines

How to craft killer headlines

By | Content Marketing, Native advertising

The ever diminishing window we have to catch the attention and interest of our target market means that even native advertisers are reliant on that headline to make a firm connection. Not in the way of display ads with garish visuals and dynamic fonts, but simply by giving a taste of what’s to come.

In fact recent studies has shown that it’s even down to the number of characters in the headline; 70-90 characters, the response was 36%, 20-40 characters 19% and less than 20 characters a mere 13%.

Those are numbers we should not be ignoring; tripling the numbers of visitors who start to read the content is something that usually takes more than adding a few words. For native advertising that re-assurance that we can start delivering some value even in the headline, or at least hint more strongly of value to come, is very good news.

But why are headlines so important and how can we make them work even better in native advertising? As usual it comes down to really understanding the consumer.

Woo me, tempt me!

This means recognising that we are all still pretty much basic humans; our technology actually evolves a lot faster than we do. We’re easily distracted, we have very little staying power, we don’t like having to work too hard to understand things, we get defensive, suspicious and sometimes aggressive when people try and sell us things that we didn’t know we wanted.

Share the audiences passion!

This is embracing the people that are incredibly passionate about the things they love; whether it’s bee-keeping, cycling, saving the planet or simply just learning new things and finding new solutions.

Native advertising works so well because it understands the person but talks to the consumer, which requires a much more subtle and value laden approach if the result is to be true engagement.

Which brings us back to the issue of headlines. Native advertising can learn a lot from looking at the natural world

Native headlines: the nectar and the bee

For the flower to get pollenated it must first attract the bee. Once the bee has visited, the relationship between them is one of mutual benefit; flower suitably pollenated, bee full of nectar; just like the relationship between consumer and good native content; win, win.

So how to get the consumer to taste the native nectar? By borrowing from the wonder of the flower, a great headline that captures the attention and hints or teases about what is to come; it doesn’t pretend to be what it isn’t but nor does it shout with brand names and product offers, studies mentioned headlines containing brand names are a real turn-off.

That tells us that headlines should be subtle but not so subtle that they’re lost amongst the ground cover. They need to say read me because I’m worth it, not simply grab attentions for attention’s sake.

Good headlines are a splash of the nectar to come, tasted at the moment of truth; to click through or not to click through.

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How to engage your audience this Valentine’s

By | Content Marketing

Developing content is like preparing for a romantic date; and few dates are more romantic than February 14, St Valentine’s Day.

Audiences today are like the girl who has everything; how do you break through and make that special connection when they are receiving so many earnest betrothals from so many suitors? How do we make our content so special that our message is the one that gets remembered?

Tell a story

Well, it helps if you have a story to tell, a narrative that subtly says between the lines, that you have the same values, that you’re out for more than just a quick sale; a narrative that hints loudly that you want a relationship with that reader, an engagement into the future.

Be Emotive

And it’s not about facts and figures; you don’t woo a girl by talking about the benefits of sharing overheads or the potential of a well-matched gene pool. Romance is emotion and the task is to fuel those emotions; creating pictures that become dreams and becoming a part of each other’s future. A brand needs to woo its audience in just the same way as the ardent lover woos his maiden of choice.

Use your assets

But like the peacock, a dazzling display of what might lie ahead never goes amiss; bringing colour and splendour by weaving your images and show reels into your content; turning head and melting heart until the connection is made and engagement is but a question away.

Sharing is caring

St Valentine, so the story goes, continued to marry young lovers into the Church, against the Roman edicts of the time, and was arrested and condemned. While awaiting execution he befriended and restored the eyesight of his jailer’s blind daughter and, when he was finally led away, she found a note that simply said – from your Valentine.

Now there’s a story to move even the hardest of hearts. It tells of honesty and trust and believing and caring. And there’s something about caring about people; if you care for them they will generally care for you too.

The secret with creating content is always to remember that, while the medium is digital, the audience is, and always will be, human. Be colourful, be flamboyant, but be relevant and current too. Be romantic, be witty but be honest and respectful too.

That’s the way to the heart of an audience.

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About turn for native

By | Native advertising

About.com has been one of the first stops for those seeking advice for many years now and typically reaches 85 million users a month; the sort of channel opportunity that gets marketers excited and ready to reach for their wallets.

But new man at the top at About.com, Neil Vogel, has taken the sort of step with the site that we marketers often advise our clients to do, but don’t always remember often enough to do ourselves. Vogel’s used the opportunity of being a fresh pair of eyes and looked at the About.com site as a new consumer would, seeing it ‘warts an’ all’, and has come up with a fresh design that really does make it easier for the visitor to find their way around.

On a site like About.com that’s absolutely critical; their consumers are looking for specific answers to specific needs; for the most part they’re not on a sight-seeing trip but after a solution. At the heart of Neil Vogel’s strategy is the realisation that these are exactly the visitors for whom native advertising is the ideal communications tool; relevant, entertaining and building the relationship by providing solutions.

For the native industry, About.com have taken the ‘science’ of the native potential a step further. Instead of running sponsored material alongside editorial, which is the usual mode of delivery, About.com have placed it within the editorial, linking the sponsored material directly to a particular issue or query the reader might have.

Now that makes a lot of sense, especially with these types of consumers who, having answered the question that brought them to the site, now want to go away and apply the solution. If that’s a purchase then native can facilitate that immediately; if it’s just more guidance then native can help them through pre-purchase stages.

One of the company’s trialling the About.com approach has been Merrell; for them the opportunity to weave their native ads into relevant editorial in such areas as hiking and hill walking has proved very effective. Neil Vogel says that, generally for advertisers like Merrell, engagement has leapt from 10 per cent to 15 per cent, which is pretty good for any advertising initiative.

About.com’s mission is to get a lot better at anticipating what their consumers and visitors want, and with more than 3.5 million pieces of content and publishing over 6,000 articles per month they have a worthy source of trend and usage data. Of course, getting better at anticipating customers need and wants is in the DNA of any marketer and it would seem that the sharing of any data available would be good for everyone, certainly between About.com and Merrell.

Whatever the subtlety and psychology behind native advertising; ultimately its purpose is to sell product and drive long term profits through positive customer relationships. Because of the precision with which native ads can be positioned in the About.com editorial, potentially offering immediate fulfilment to the need behind the consumer’s search; it would be great to actually see some data on the sales coming through.

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