Making Native Ads Truly Native
The problem with many "native" advertising solutions is that they lead consumers away from publishers' sites (which doesn't really make them native at all I suppose).
Fortunately, there are some interesting developments in the advertising technology sector which are making quick work of the non-native issue for both brands and publishers.
For example, digital media and technology company Crucial Interactive recently partnered with Nativo, a solution that allows advertisers to distribute custom brand content at scale into thousands of international sites from hundreds of premium publishers. Natico is essentially becoming Crucial's lead native offering and will be joining their lineup of premium properties including ESPN, AllRecipes, TMZ and others.
What's unique about Nativo is that it offers a genuinely native execution, allowing brand content to be consumed within a publication's native environment. The company claims the experience is not disruptive and actually results in lower bounce rates, increased time on content, and conversion rate lifts.
"Nativo offers advertisers the most high-impact native executions, because the ads follow the same discovery and consumption path as the rest of the sites' content," says Brad Alles, GM, SVP Sales, Crucial Interactive. "I especially love the dynamic creative optimization of headlines & images at the individual placement level, resulting in virtually thousands of combinations in real-time to maximize the consumer experience and campaign results."