In today’s ever-evolving digital ad industry, everyone is looking to find efficiencies to work faster and smarter. And with content personalization becoming a big push for advertisers over the last few years, marketers need to find a way to remain relevant. Using programmatic technology, we can blend these two practices by becoming more efficient with personalized content through native advertising.
Native advertising, according to the Interactive Advertising Bureau (IAB) Native Playbook, is best defined as a tactic to “deliver paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong.”
What are the benefits to including these placements in your digital campaign?
- Audience – Millennials viewed in-feed native ads as a good user experience. These ads tend to read in the same way as editorial headlines on their newsfeeds.
- Quality Content – Sponsored videos and posts can be embraced and shared by consumers, which may lead to a more positive affiliation and stronger loyalty to the brand.
- Innovation – Executions tend to be seamless and organically integrated into the site which combats ad banner blindness.
Programmatic vendors, including Harmelin’s DeskOne trading desk, can tap into new technology to automate the campaign set-up in terms of creative assets. Fewer creative assets are needed, which can relieve some stress from clients and creative agencies for more and more creative executions. These programmatic platforms are built to streamline the process. Their machine learning of programmatic buying can quickly optimize the campaign towards the success metrics, and easily swap in and out a variety of messaging. This is a great strategy to reach a unique audience while they are already viewing relevant contact. As this process continues to evolve, Harmelin will monitor trends across the industry and apply learning to future campaigns.