Adyoulike - Native Advertising

Behind every native campaign is a brand looking to expand. Although these ads are scalable to fit businesses of any size, they seem almost tailor-made for brands.

Our own Dale Lovell says “the real value of leading publishers to brand advertisers is that they have engaged audiences and a reputation of authority” and what this means is that, through native, brands can speak directly to customers; achieving maximum reach and impact.

The combined authority of a well-respected brand and a top publisher is an attraction too tempting to ignore for some consumers but we do need to watch the blurred lines between agencies, brands and publishers which our MD Francis Turner will discuss at the IAB Content Conference in July.

Native campaigns allow brands to create worthwhile content that users actually want to engage with. This could be a written article or a video and our “Ads we like” blog series highlights some of the top clips from TV and digital which symbolise this ethos perfectly.

For the brands involved with native, strong analytical skills are a must. Statistics are interpreted to identify key markets, audiences, locations and devices; our report on top brands campaigns (B&Q, Domino’s Pizza, Capital One, etc) provides insight into this.

Essentially, data is now a commodity or currency in advertising and those who don’t understand it will fall behind. The same applies to programmatic.

Survey results show 62% of marketers already use programmatic for branding campaignswith major benefits listed as increased efficiency (64%), reduced advertising costs (58%) and better optimisation by targeting the right audience in real-time (56%).

Looking ahead, brands can expect big things from native. In return, consumers can expect even bigger things from brands.