Native Advertising |
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  • Native Advertising

    Discover How to Reach Your Goals with Native Advertising

    What Is Native Advertising?

    "Native advertising" describes any situation where branded messages fit seamlessly within their surrounding environment, engaging audiences rather than disrupting the user experience.
    Promoted search results and sponsored social media posts are popular examples of native ads. Both formats provide the same kind of value to users as the organic search results and user-generated social media posts.
    As consumers become more resistant to traditional forms of advertising, Fortune 500 brands and consumer startups alike are allocating bigger budgets towards content marketing and non-disruptive ad formats.
    The global market for native ads is expected to double by 2018, reaching over $60B in annual revenue. Learn More

    Who Benefits From Native Advertising?

    • Advertisers

      Fortune 100 brands and fledgling startups alike use native ads to reach audiences at highly impactful moments, when people are already consuming content and open to discovering something new. These campaigns can drive goals around high-level brand awareness as well as down-funnel leads and sales. Learn more how to grow your business
    • Publishers

      Publishers have embraced native ads as an indispensable tool in monetizing content across platforms and devices. Opt-in native units encourage valuable user actions without sacrificing the overall UX, driving users to high-value pages such as video, sponsored content, microsites, and more. Learn more how to monetize your website
    • Users

      Native ads avoid the disruptive pitfalls of pop-up or pre-roll ads in favor of a more respectful bargain with users, allowing people to discover and engage with branded content they may like on their own terms.

    What Do Native Ads Look Like?

    Native ads can come in virtually any shape or size, so long as the publisher and advertiser clearly label the unit as "sponsored". In 2015, the Interactive Advertising Bureau (IAB) began identifying some of the most widely used native formats, including in-feed units, promoted product listings, and recommendation widgets. Below are the three most common situations where audiences encounter native ads online.
    How do sponsored search results look like


    Search engines like Google pioneered an entirely new form of "native" with their sponsored search results.
    How do promoted social posts look like


    Social networks like Facebook and Instagram popularized native in-feed and carousel ad formats.
    How does content recommendation widget look like

    Open Web

    Content discovery platforms like Taboola power personalized content recommendations across popular publisher websites.

    How to Choose the Right Native Advertising Platform

    In order to maximize the return on any given native advertising initiative, many publishers and advertisers team up with technology partners that can help with aspects such as content distribution, audience engagement, cross-platform monetization, and more.
    In particular, content discovery platforms like Taboola have skyrocketed in popularity.
    They reach billions of users each month and rival the scale of major social networks. These discovery platforms are powered by Facebook-like predictive algorithms that match every online user with the top content items they are most likely to be interested in consuming next.
    Check out the list of requirements for choosing the right content discovery platform.


    Across what kinds of websites and/or page placements is the platform currently deployed?


    Does the platform provide transparent access to key performance metrics? (e.g. cost-per-acquisition, pages-per-visit)


    How many users does the platform reach in your target regions?


    How well can the platform integrate with various hardware and software solutions? (e.g. devices, operating systems, CRM software)


    What kinds of targeting and retargeting capabilities does the platform offer? (e.g. behavioral, demographic, B2B, B2C)


    Does the partner offer a flexible range of self-service and account management support?

    What Native Units Are Best For You?

    Every ad unit performs differently depending on factors such as page placement, audience referral source, and desired post-click behavior. There is no one-size-fits-all solution, but there are some formats that perform well for publishers and advertisers alike.
    Native units in a publisher homepage

    Publisher Homepage

    The most impactful option for brand awareness and thought leadership campaigns. Prominent homepage placements generate premium CPCs for publishers and enable advertisers to build trust with audiences through association with the day’s leading editorial headlines.
    Mid-article native units


    Maximize the value of transient visitors by engaging their curiosity before they click away or return to their social feed. Especially powerful on mobile, mid-article units enable brands to achieve full-screen exposure and publishers to monetize a greater portion of their traffic (through higher viewability rates).
    Below article native units

    Below Article

    Recommended for performance advertisers, below-article placements reach audiences at a highly-valuable moment when they have just finished consuming a piece of content and are open to discovering something new. These users report higher post-click engagement than any other referral source (incl. search and social).

    Why Work with Taboola?

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