add in numbers

July 5, 2017

In today’s marketing context, 1:1 is the name of the game.

The relevance of big data has been growing over the last couple of years and this trend will only continue to become stronger. According to Salesforce, a provider of customer relationship management (CRM) software, the period between 2013 and 2016 created maximum data when compared to any other timeline; not to forget, an approximate 1.7 megabytes of fresh data is manufactured by each person every single second across the world.

Native ads, wherein advertising content blends in with editorial content, are surely becoming the preferred choice to promote products and services to reach target audiences in the most effective and least assuming way possible. The present set of audiences/consumers are more judicious and selective and hence, the rise of native advertising. It is also predicted by 2021, native ads will account for 70% of overall ad revenue, hence its importance.

Trends indicate that if an ad is pushed or forced upon users, it creates a negative experience. This can result in loss of credibility for the brand, the publisher, and the platform, leading to revenue or traffic loss. In contrast, studies suggest the efficacy of native ads is higher than normal banners—their interaction rate is as high as 30-60%. They are also being increasingly favored in the present age of ad blockers which users are deploying to cut out ads.

Native ads are normally well received by consumers. Advertisers and publishers are advised to harness data in order to ensure the successful delivery of relevant native ad campaigns to the right audience. Consumers always look for new ways to be engaged with and seek engaging content. Native ads, when coupled with data and information sought by consumers, become a powerful tool. In a consumer-driven world, the need to understand a customer’s demands and susceptibility is absolutely imperative. And this is where big data’s indispensable power to identify and foresee a consumer’s needs and demands come into play. Successful native ads can be designed and created based on these conclusions derived from the study of big data.

Effective use of data in a native advertising strategy can help marketers better understand, engage with, and target desired audiences, thus delivering the most relevant ads to each user. Growth of the programmatic has also given a huge boost to the overall ecosystem. It helps to add third party data and drive relevant, quality ads.

Immersive ad experiences with native are replacing standard, static banner ads thereby providing users with better-rounded brand experiences. Using big data accurately can help advertisers identify new customers, create new marketing opportunities, implement superior optimisation tactic, make ads which are more profitable, measure campaign results more precisely and thus, fetch better returns on their investments.

Some points to be kept in mind when looking at marrying data with native ads are:

choose topics with relevance: Use the data you have collected to align with the brand’s target audience. Start by defining your audience and understanding their online browsing habits like type of headlines and stories they like and kind of content they are bound to share. Data can help one choose the right topic.

look at audience at a granular level: After looking at the data, reach out to those who continuously engage with native ads and are receptive rather than wasting money broad-basing your ads to a wider audience. By doing this, your ROI and conversion rate would be higher resulting in a win for consumers, brands, and publishers.

define actions: Instead of creating one-size-fits-all native ad campaigns, use your data to provide different types of offerings for the following types of marketing goals:

  • Top-of-funnel brand building
  • Lead generation
  • Engagement

Native ads can also be used for data collection by brand and advertisers.

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lean, iterate, and repeat: The digital landscape keeps on evolving dynamically. Hence the need to keep a close view of the data being generated and learning from it, changing what has not worked and seeing to it that native ads are delivering across the conversion funnel (which you would have defined at the start). Keep improving your efforts over a period of time.

The collection and strategic use of big data in native advertising campaigns result in a win-win situation for all parties involved. From the point of view of businesses, advertisers can expect better engagement and conversion rates, thus driving a bigger ROI. Publishers benefit as publishing relevant and entertaining content will become more profitable with users spending and engaging more and more on their sites. It has the potential to be shared and talked about more on social media platforms as well. Last but not least, the consumer benefits by viewing only the most relevant native ads in an unobtrusive manner, and develop a more positive association with both the brand and the publisher.

In the end, the first step is for advertisers to invest in native advertising with a long-term view. They should invest in creating content the users like in tune with the data sets; they should also be sharp, fast, and nimble through the entire process and use big data to empower and improve their campaigns.

* https://www.enterpriseinnovation.net/article/native-ads-make-majority-mobile-advertising-2020-952596303