Native Advertising, Content Marketing and Sponsored Content: How can Marketers Best Take Advantage of What’s Out There in 2017?. Content marketing, sponsored content and native advertising are all effective marketing channels. As a marketer, engaging in content marketing, sponsored content and native advertising can all be effective channels to speak to your target consumer. These recommendation engines serve contextually relevant image thumbnails with compelling calls to action that can provide distribution channels for marketers looking to drive traffic to their content marketing initiatives. The original contextual ad network is of course Google’s AdSense. Native Display What is Native Display? Native Display providers and Content Recommendation providers share one thing in common: they are the modern reincarnation of ad networks. For marketers, this has been a boon as Native Display has helped their messaging stand out from the ad blindness suffered by standard IAB units. How Should Marketers Use Native Display Providers? Content Marketing What is Content Marketing?
Content marketing, sponsored content and native advertising are all effective marketing channels. Daniel Bornstein, SVP, Media Monetization & Operations at Leaf Group states that in 2017, we will see a more sophisticated marriage between the creation of custom content and smart distribution
If you work in digital marketing then you’re no stranger to buzzwords. While bucketing disciplines is helpful, definitional confusion can serve as an initial barrier to effective execution. Native advertising is certainly the buzzword of buzzwords. In layman’s terms, native advertising is the ability to meld advertising into a publisher’s website to match the look and feel of the site. In the real world however native advertising is an umbrella term that encompasses the sale of sponsored content, bespoke programming and well-coordinated display unit placement. As a marketer, engaging in content marketing, sponsored content and native advertising can all be effective channels to speak to your target consumer. With that in mind, I’d like to clearly define each and lay out several easy to execute potential use cases.
Content Recommendation
What is Content Recommendation?
Content Recommendation providers have exploded over the past several years. These recommendation engines serve contextually relevant image thumbnails with compelling calls to action that can provide distribution channels for marketers looking to drive traffic to their content marketing initiatives. The providers that offer them up are in fact ad networks. The original contextual ad network is of course Google’s AdSense. Think of content recommendation engines as providing a similar service. Specifically, they serve contextually relevant ads (typically in less opportune real estate). Similar to AdSense, the model is predicated on a catchy tagline (with a thumbnail image). For example: “Taylor Swift’s First Presidential Vote Might Break Her Fan’s Hearts.”
How Should Marketers Use Content Recommendation Providers?
Going back to the AdSense example, AdSense is a great conduit for retailers to showcase their wares when a user is ripe in the purchase funnel. Content Recommendation, while applicable to retailers as well, differs from Ad Sense in that it is used to drive traffic to content itself. Publishers themselves are both providers and purchasers of traffic to the articles. For marketers, these providers can offer a scalable and very cost effective audience to drive traffic to content marketing initiatives (more on that later). With that said, Content Recommendation should be just one of many levers for a marketer in their multi-faceted mix. Said otherwise, if Content Marketing is part of your strategy then these channels should be part of your distribution mix.
Native Display
What is Native Display?
Native Display providers and Content Recommendation providers share one thing in common: they are the modern reincarnation of ad networks. Although the industry would lead you to believe that the ad network is dead, it is not, it is alive and kicking. Native Display providers are the embodiment of the Ad Network – perhaps even Ad Network 3.0? Native Display players provide marketers with the ability to create component-based…
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