Native and Programmatic Advertising for you
Getting Familiar with Native Advertising and Programmatic Advertising
We all are familiar with advertisements in newspapers and editorials in newspapers. Editorials that are paid for (I am certain that we all are aware about most of the editorials these days are paid for, in one form or the other). The point in reference are advertorials i.e. an advertisement which looks, designed and styled as an editorial for better customer response and trust. This is legendary Print advertising.
When you move from print (offline) to online, such an advertorial or content designed to talk about a brand, service or a product with an intention to sell is called NATIVE ADVERTISING.
Q1. What is native advertising?
The institute of Native Advertising defines “Native advertising” as a paid advertising where the ad matches the form, feel and function of the content of the media on which it appears.
Benefits of Native Advertising
- Cohesiveness – Content is parallel with page or app content Assimilation – Look is integrated into page or app design Consistency – Layout conforms with the platform behavior
- Again, taking an example from Print advertising, when you pick up a phone and dial the newspaper agency, it is called direct Client. Whereas when you hire an advertising agency, which applies analytics and suggest which page, which style of advertising and also gets you advantage of economies of scale, becomes an indirect client.
- A Programmatic Advertising is self-modulated recommendation on buying digital advertising space. You don’t have to worry about results as the output here is optimized for core target groups.
- Programmatic Advertising gives you guaranteed impressions on an agreed price.
Q2. What is programmatic Advertising?
Programmatic Advertising buys digital advertising space for you in an automated manner using data and decides which ads to buy and how much to pay for them. Programmatic Advertising leverages machine learning and contextual signals to customize them as per the user preferences and place them appropriately.
Another important aspect to get familiar with is – Programmatic Native Advertising.
When you combine the analytical understanding of where your users are and what they like or dislike with the goods and services being promoted on a regular, recurring and on a large scale, this service is called Programmatic Native Advertising.
Q3. What is Programmatic Native Advertising?
This is a unique combination of programmatic and native to promote advertisements that augur well with surrounding content and at scale. Most important, these advertisements talk to the users as content aimed to inspire, educate or even motivate the users.
Toyota, Mindshare, Dentsu, Interpublic Group (IPG), CNN and all big clients in India today are buying using Programmatic Native Advertising.
Native Advertising is restricted to smaller organizations and learners.
Agencies and Clients can make decisions on a per-impression basis through this automated method of buying.
Programmatic allows Agencies to supply a large pool of premium placement slots, giving clients the opportunity to display high-quality ads.
Going native programmatic offers clients, a higher diversity range of brands while having ad quality control.
Note :- The author of this article is an avid reader and a digital enthusiast who has served with one of the top three advertising agencies in India for almost two decades in Integrated marketing and action group as well as Brand Activation space