Native programmatic ads are a smooth and relevant path for mid-market companies to reach consumers on a personal level.
Native advertising began as a design that would make online ads appear more natural on a web page. Rather than making it obvious that an ad is not part of the original page, native advertising uses the web page’s layout and design to camouflage an ad to appear as though it is part of the web page itself.
Programmatic native advertising takes this form of advertising to the next level by targeting potential consumers based on a very specific set of data and parameters. The intension here is to be able to provide a brand message to the user in the same context of the page they are viewing. This type of targeting allows users to receive very relevant and helpful information at the right time. Simply put, it helps get your message seen at a higher rate than traditional digital may.
The native advertising trend originally began with Facebook and has continued to gain traction through multiple other social media platforms over the years. Because most people consume social media on their phones, the focus of native advertising development has been heavily geared toward mobile. Last year, tens of billions of advertising dollars were spent on native mobile display and this share continues to grow year over year.
As the social platform for this type of ad continues to grow, we are seeing the native programmatic trend slowly shifting to other publishers as well who are now offering in-feed ads and videos and media buyers the opportunity to incorporate them into their native programmatic ad buys.
This is especially enticing for those regional brands who are seeking higher rates of engagement with consumers on a more personal level. With the success that brands are having, it is projected that more non-social publishers will quickly move to accommodate native programmatic ad buying.
As more non-social sites incorporate programmatic native ads and social platforms continue to incorporate these ads to accommodate demand from advertisers for this format, the numbers indicate that this upward trend will continue to take ad share away from digital display ads and most likely increase in cost to advertisers as well. The best move for mid-market companies that are looking to expand their brand’s digital reach affordably is to get on board with this trend while it is still in its infancy.