Native Video Advertising

Native Video Advertising: Why Native Video Ads will Transform Advertising in 2024

Video advertising is the best tool for driving awareness and conversion in digital advertising. Many are aware of this fact. For those without much experience in video advertising, the Native Video ads may be new. Let us here is what is native video advertising and why it is good especially for social media marketing.

There is the difference between native video ads and pre-roll ads. Pre-roll ads are those that are forced on internet users. These appear before the users enjoy the web page content and before the beginning of YouTube videos. These ads help to concentrate on generating leads.

Native video ads are different from pre-roll ads. These appear blended in the social media feed while the user scrolls down on Twitter or Facebook. These have to be clicked by the users to play and watch. These are also longer than the pre-roll ads.

Which one is more effective? The pre-roll ad?

Well, both are effective in promoting the brand and driving engagement. Native video advertisements, however, proved to be more effective. These generally have higher brand lift than the pre-roll ads. It may be because users will have a choice to click to learn more or not to click.

Users may feel that the pre-roll ads are interruptive. There is no length restriction for native ads. Thus, the video creator can provide more information to the audience.

Native video advertising is more effective, especially for social media marketing. Both encourage user engagement. Social media users will not find native videos as advertisements. If the video is designed right and the right message is delivered, the audience will not feel you are trying to sell something to them.

Characteristics of Native Video Advertising

Native ads can be in many forms. These can be ads found on the Facebook news feed. Native video ads are clicked to play, and these ads are usually more than half a minute long.

Native video ads can provide entertainment to the audience, and they also provide them with additional information. Native video ads are highly shareable and differ from the product-centric or push marketing type of ads. These are not usually optimized for conversion.

Facebook Native Video Advertising

To use native video advertising on Facebook, focus on the length of it. There is indeed no length limitation for native video advertising on Facebook, but making a longer video will make it harder to keep the viewer’s interest.

Make the first ten seconds of your video very interesting. The ad should be able to hook the audience in the first few seconds. Please pay attention to the title so that it grabs the attention and the audience will want to check it out.

Organize the video by topic into playlists on your Facebook page. This allows the audience to search for videos on a particular topic.

Twitter Native Video Advertising

Native video advertising is equally effective on Twitter. The best practices are also similar for both platforms. Some additional tips can be followed to get success with Native Video Advertising.

Test and choose the thumbnails for the video. Twitter allows selecting the thumbnail. If the thumbnail is appealing, there will be more video views. Check which thumbnail drives the most engagement. The Tweet alongside the video must have suitable hashtags. Hashtags are proven to boost engagement.

Native video ads are not generally ignored. If the ad is engaging and entertaining, it is shared. If a great video ad is created and reaches the target audience, it will generate free views. This grows brand presence and will be an added investment for the amount spent.

What is Native Video Advertising

Native video advertising is an effective way to increase brand awareness and customer engagement. Native videos that combine smoothly with the social media feed give customers the choice to click on them. These do not cause any interruption to the user experience. Pre-roll ads are short, and native video ads can be of any length, and the advertiser can provide all the information that the customer may be looking for.

Mobile Native Video Advertising 

Mobile native video advertising is growing year by year. Thus, every marketer must know how to take advantage of this. These advertisements play automatically and silently until the user wants to see them and interacts with them. The users are not disturbed by these advertisements within a selected app.   Native video ads perform better than other mobile advertisement formats. This might be because native videos engage the customers more.

To create engaging mobile native video ads, one has to follow some tips.   The attention span is less on smaller devices such as mobiles, and placing an oversized call to action button can help attract several viewers.

Native video ads are viral, and their popularity is likely to continue to rise.   The trends in native video advertising might include concentrating more on the headline to gain the viewers’ attention. The value in headlines will influence the viewers to know more about it. Brands will work more with media to create content that can be used on external and internal platforms. Users play a crucial role in making video advertising successful or failing, as they want high-quality content. Native video advertising will become a more popular trend for its benefits.

Native Video Advertising ROI

Undoubtedly, the video is more effective in engaging customers than any other content. Native videos, however, cost brands much more than pre-roll ads. This is because native videos are longer than the pre-roll ads, are of high quality, and are original. The success rate of native video advertising is higher than traditional strategies. Thus, these should get double the ROI than pre-roll ads. However, native ads have been proven to have a much higher brand lift than pre-roll ads. Native video advertising witnessed a rise in sites such as Facebook and  LinkedIn. Marketers, thus, must make investments to create quality content and be sure that it will get cash several times over.

Native Video Ads Market Statistics 

Most of the marketers have native video advertising on their sites, and few are planning to offer them, and only ten percent of them do not have plans to introduce it. According to studies in the US, fifty-seven percent of publishers take customer engagement and time spent on ads to measure success. Eighty-one percent of marketers believe in native video advertisers to increase viewer engagement. Native ads have been sproven to influence consumers to purchase products by eighteen percent more. Engagement rates with native ads are higher by around thirty-nine percent, and the rate by which the viewers completely watch the ad is also higher.

Branded Video Content Distribution Through Native Video Advertising

Do you know why you want people to watch your brand video?

Who is your primary audience?

How does your audience access your content?

Yes, the first thing you have to do is to answer the above questions yourself to start your video content distribution.

Brands promote their content with a definitive strategy to reach consumers across different platforms. Brands use video content in different ways of advertising to get good leads across the web. Some brands are showing their interest in remarketing and retargeting content.

Native video Advertising

Native video advertising is the buzzword you may always see on the web in different marketing places, especially in digital marketing.

Native advertising follows the form and functionality of the content and delivers it to the audience with native content forms.

Native advertising had a significant impact on present video advertising practices.

Branded video distribution

The distribution strategies vary from one brand to another brand. You must mainly know how to plan an excellent strategy for your video content distribution.

Today, we have several valuable places and sources to distribute the content. But the thing is, your content must be distributed where your people are.

If you distribute content where your targeted audiences are inactive, it will not meet your expectations.

This must be in your plan to reach your goal in content distribution.

Content distribution impacts sales conversions as distribution plays a crucial role in reaching the potential audience of your brand.

Impact of native video on branding

More than 26 percent of consumers are watching the native video ads in the feeds and are spending a good time watching the native video content from the brands.

It is also revealed that more than 86 percent of mobile media buyers are interested in purchasing after watching the native video-branded content.

The native video ads are 20 percent high lift compared to regular ads.

Killer Branded video content distribution strategy.

Most successful brands get good outcomes by building an effective relationship with the consumers. The competition has increased in the present ecosystem, and brands need an immersive strategy for their content distribution.

Social media

Social media platforms are the primary source to catch consumers online as most people always connected to social networks. It helps brands to boost their services and image across the web.

On-site distribution

Content on your website can drive good results but needs a long time to catch the results compared to the content distributed on social media platforms.

Native ads

Content lives in native ads, which can easily connect with the audience compared to other ad formats. So, it is better to use native ads for your branded content strategy.

Combining native video advertising for branded video content distribution

Let’s go native for branded video content distribution

The native ads are in six formats, and the popular formats are In-Feed native, search-promoted listing, content recommendations, and custom content units are some of them.

Branded video content distribution can utilize these native video ad formats to distribute the content efficiently and have a good reach.

Search engine distribution

Native search engine type of ads is one of the best ways to distribute your content by advertising the page with URL in search engine results page as native ads in organic search results. It helps the brands to reach their potential audience with ease.

Social ads

Social platforms allow marketers to target a specific audience by running suitable ads with paid campaigns. You have to define your goals, timeframe, and a definitive objective to reach the audience.

Visuals and campaign optimization are significant in distributing your content on social media platforms. So check and analyze the analytics and optimize the performance.

Native advertising distribution needs a long time. Your distribution campaign must run up to 12 months to increase the impact of the distribution.

Try to go for the right publishers relevant to what you are going with so that they can reach the right audience.

Don’t neglect organic distribution.

You can leverage your audience across different channels and free content distribution platforms. Know about the bets’ posting times and how to be social with your audience to stay connected to content distribution.

Try lead nurturing with native.

Lead nurturing is all about building better relationships with buyers and building a good database to track potential leads and capture the best information for better distribution. Use personalized content to make your content distribution more effective.

Finally, native video advertising greatly impacted content distribution across the web and different sources. So try these suggestions and ideas to distribute your branded video content natively.

The New York Times Native Video Advertising

The New York Times (NYT) has been continuously published since 18th September 1851. It was founded by The New York Times Company and started functioning in the US. The number of prizes that NYT received is a matter of pride for the channel and an envy for competition.

The magazine aims to deliver valuation information to readers along with news. Following consumer requirements, NYT developed multiple platforms and properties to provide its readers with quality experiences, including the virtual reality app for Android with Google Cardboard.

NYT has experimented with different ad models to keep pace with the changing times and continue its supremacy in its field. The main objective was to find a solution that finds and satisfies readers’ experiences and keep an eye on its bottle line. In this direction, the NYT team developed “Flex Frames” in September 2015; as a natural extension to Flex Frames, the NYT team associated with other teams to explain their Flex Frame offering.

The New York Times’ Native Video Advertising on DoubleClick

DoubleClick is a development over Flex Frames offering. Flex Frames was taking a considerable of time (because each layout required handholding) to compile the right creative from components – image, headline, copy, etc. – and DoubleClick automatically does this process, thereby saving a considerable amount of time. With DoubleClick’s latest technology, the NYT team created a library of native styles.NYT strongly believed that serving the audience a piece of video advertising rather than a photo story will serve the reader’s purpose as he is more likely to watch video content than view photos in a carousel.NYT team saw a six-fold increase in CTR with 4X more viewable impressions with its scaled approach to delivering native ads relevant to a user’s interest and context. DoubleClick’s contribution can’t be ignored.NYT plans to make Flex Frames available to programmatic buyers (in association with DoubleClick).

The New York Times Native Video Advertising Success

The success of native video advertising can’t be understated, and it is proved by the fact that native video advertising is the most popular format on social media, and 83% of ads are native.

However, native video advertising comes at a cost, a barrier. Video advertising the fact that the up-front costs of native video are very high (almost more than double the price of typical cost per view). The good news is that a study conducted by Nielsen indicated that brands will benefit from native content because pre-roll ads typically generate a 2.1% brand lift for advertisers. In contrast, native ads generate an 82% brand lift. This phenomenal difference in brand lifting will ensure that the high cost of a native video Ad is automatically compensated.

Coming NYT observed that its readers spend roughly as much time on paid posts as on editorial content. It is a clear indication of the success of native advertising. For example, NYT got 200,000 clicks for a United Airlines interactive graphic, which showed how far athletes traveled to compete at Sohi. The click rate was well above the average editorial article.

Another interesting point to note here is another report stating that just 24% of people scrolled down the page on the sponsored content compared to 71% for traditional content.

How native video advertising will impact social media is a big question. The New York Times’ success is a win for proponents of branded content transparency, as native video advertising depends on content transparency. So far, it appears that native video advertising is paying off.

New York Times is the only one with a reputation for branding on Native Video Advertising, and it has shown its ability to achieve unbreakable success.

Top 10 Native Video Advertising Platforms for Advertisers and Publishers

Native advertising is the best form of an ad as it is not obtrusive and syncs with web content. With the usage of ad blockers increasing, publishers and advertisers are now opting for native ads on their blogs and websites. Here are the top native ad platforms for publishers and advertisers.

Redirect.com

Redirect.com allows the selling and buying of ads in a real-time bid system. Displays, email addresses, pops, and domains can be purchased.

Outbrain

Since its establishment in 2006, Outbrain has been the best native ad network. It promotes native ads by teaming up with leading publishers and marketers.

Nativo

Nativo makes the entire process of native advertising very simple. It offers high-quality advertisements and has some reputable publishers.

Gravity

Gravity is another of the best native advertising platforms for publishers. Only publishers with a minimum of one million page views can join this ad network.

TripleLift

TripleLift is a convenient and transparent native advertising platform for publishers. It is possible to gain insights into the performance of native ad networks.

NativeAds

NativeAds is another of the best native advertising platforms for publishers. The per-click rate, however, is slightly lower.

Taboola

Taboola helps advertisers and publishers to monetize their content. It has more than one billion visitors on its publishing websites.

Adsnative

Adsnative is another native advertising platform with offices in India

Bidtellect

Bidtellect is a native advertising platform for marketers to execute native campaigns across devices, including text, video, and imagery.

Punitive

Pubnative is a mobile native advertising platform for application publishers. It has a wide range of tools for managing the native ads.

The native advertisement is of different types. These include in-feed advertising, which is the standard native advertising type. These fit into the rest of the content flow. Native advertising platforms help optimise the content to fit different media.

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