Almost every digital marketer and publisher has heard about native advertising. This is why we wanted to take an interview to a product manager who is behind a cool concept – Elasticad.
They design and built solutions specifically for ad networks and ad exchanges that want to be a part of the new advertising era. The Elasticad technology makes native advertising easy for publishers and advertisers. Daniel Demian is the product manager and co-founder Elasticad.
1. What would be your definition of native advertising?
“Native advertising is a way to connect with your audience spreading a message/content in a way decided by the platform that displays it.
Usually the promoted content is displayed just like the regular content.
The reason for it isn’t to trick the viewer, but to make his reading experience less interrupted. That’s why honest publishers who understand how valuable are his visitors will mark these units as “sponsored content” and will use all possible tools to show only relevant promoted content.
Native advertising is more than a module at the bottom of a website that says “Recommended for you”.”
2. Tell us 3 reasons why digital marketers should pay more attention to native ads?
“The first reason is powerful enough by itself, but since you asked for 3 reasons, here they are:
- Because native ads manage to get the viewer’s attention instead of being ignored like the traditional advertising is today.
People have developed the so-called “ad blindness” or “banner blindness” meaning that readers scan a web page and read the content, while ignoring the advertising units.
People view native ads 53% more than traditional ads.
- The second reason derives from the first one: native ads perform better than traditional ads.
This is true for all types of devices, but there is a huge gap on mobile devices between native ads and display ads. In my opinion, the native is the only form of advertising that works on mobiles. There are lots of numbers proving that this statement is true. Of course, it’s very important that marketers/advertisers will continue to create quality promoted content and use all available tools to target viewers with relevant, interesting content.
- And here it is the third one: Because people consume native ads in the same way they consume regular content.
This results in lots of benefits for brands. People consume and share what they are interested in, regardless of whether the content is promoted or not. If you were to compare standard display to native ads, you will probably say that the native ad “is an ad I would share with a friend”, like many others responded, when asked which type of ad they would share with friends.”
3. Could you make some predictions about digital advertising for the next years?
“I really believe that native advertising is the advertising of the future.
Today when we speak about online advertising we mainly speak about only two outputs: desktops and mobiles. The only type of advertising who proved that it is working on both is the native one.
Just think about the future. Maybe you are familiar with the phrase “internet of things”. It means that we are going to use many different interfaces to satisfy our needs, so there will be no other way for marketers to engage their audiences than through native ads.
Today when we say native advertising we talk about a few types of native ads like: in feed, recommended content and a few more, but native will not stay limited to these. Native advertising means that the advertising message is distributed to the user in a way that is not established by the marketer.
Because of all of these, I believe that more and more marketers will adopt native advertising and will turn it into the main type of advertising in the next few years.”
Thank you Daniel!