Technologies advance, capabilities change, and KPIs evolve. When change is an unrelenting force, popular narratives quickly drift further from the truth. Technical definitions inevitably get sliced into tidbits for one-sheets until shorthand buzzwords become outright myths. Native advertising is constantly adapting to the needs of individual advertisers and the challenges of technologies like ad-blocking, leaving the brand solution clouded by misinformation. Before native turns into the next Beowulf, Federated Media confronts five misconceptions around pure native advertising.
Myth #1 – Native advertising faces the same ad blocking challenges as programmatic.
There are key differences between the muddled definitions of native advertising – is it regular content with a brand name dropped into the footer, sponsored content, links in the ad well disguised as site content? Federated Media utilizes pure native: original content, with the publisher’s trusted voice, delivered in the content well of a site. Native advertising delivered via display ad tech infrastructure is still hampered by ad blocking. Pure native, produced and delivered via the publishing process, is not susceptible to ad blocking and sidesteps any preinstalled software.
Myth #2 – Native advertising is only effective when working directly with publishers, not with a network.
Working across a network provides scale and reach to fulfill campaigns that require more than a single direct site placement. Direct publishers may claim increased integration of native ads, but proprietary technology at Federated Media customizes each native ad to each publisher without sacrificing scale and efficiency.
Myth #3 – Native lags behind other strategies in viewability and CTR.
There is no MRC-accredited definition for native viewability, as the lack of standard formats for various “native” products makes it impossible to impose a single measurement approach for the diverse set of units. While native viewability metrics cannot be universally applied, native overperforms in similar metrics. In fact, native tends to rank above display banners in CTR measurements, and Federated Media’s Native Conversationalist Collection has an average CTR of 0.92 percent.
Myth #4 – Native can’t drive engagement or traffic to my site.
Native advertising is a go-to solution for meeting engagement KPIs. The FM Native Conversationalist Collection boasts an average engagement rate of 1.02 percent – and as high as 1.82 percent for its Native Conversationalist Video. Native is designed to integrate into a site without disrupting the user experience, even allowing content to be consumed in the native unit without taking the user away from the site. Content distributed through native receives a high engagement rate that can deliver a powerful call-to-action to generate further traffic to any site.
Myth #5 – Native is a less effective solution on mobile than desktop.
Content is consumed on mobile more than ever. In 2015, the average US adult spent more time on a mobile device than a desktop by 42 minutes a day. With mobile’s high average CTR of 0.38 percent, native is a key solution for hitting most KPIs. The advancement of HTML5 creative allows native ads to run effectively across every platform, including mobile.
Pure native is a return to the core concept of native advertising, creative served in the content well instead of the ad well, in the engaging tone and voice of the original publisher, welcomed by engaged readers. Sponsored or underwritten content are not pure native. Disruptive ads susceptible to ad blocking software are not pure native. The seamless experience provided by pure native may be the best solution for advertisers and publishers fighting ad blockers, but pure native must be separate from its imitators, and facts must stand out from myth.