Home > Features > Generating More Revenue With Native Ads • Bookmark   • Newsletters   • Register Search Options

FEATURE

Generating More Revenue With Native Ads

Generating More Revenue With Native Ads

April 19, 2017
Text size: 
View in Digital Mag
Get XBIZ News
XBIZ Research
Will virtual reality boost the paysite market?
Yes, it will soon
  39.66%
Yes, but in a few years
  36.87%
No
  23.46%
Out of 179 votes. Results based on votes submitted by members of XBIZ.net social network.

" Native ads are clearly marked as sponsored content, so the user isn’t being tricked into clicking on the content. "

Publishers and advertisers both have different wants and needs when it comes to advertising. Publishers are looking to increase revenues and maximizing their fill rates, while advertisers are looking for excellent targeting and high-quality traffic. Native advertising is the format that provides these benefits.

How does native advertising achieve this?

Native ads are paid media that blend into a publisher’s content on their site. ExoClick’s native ad format works on the CPC model. Native ads are clearly marked as sponsored content, so the user isn’t being tricked into clicking on the content. But because native ads are adapted to the style and layout of the website, they are more visually appealing.

Additionally, they do not interrupt the user experience like an animated banner ad would, so if the native ad is relevant to the user, they are much more likely to click through because the format offers the viewer much less resistance than a traditional banner advertisement would.

Additionally, native advertising works across all devices because the format is mobile responsive, so consumers can experience it on desktop, mobile and tablet when they are browsing a site.

Publisher control

The biggest advantage native ads give to publishers is the amount of control they can maintain over their site’s content. Banner ads don’t really allow the publisher a lot of control over what is shown, but native ads put the publisher in control because they can design the native ad zone to look exactly like their site.

This is done by customizing how native ads appear on the publisher’s site for example, ExoClick’s native-ad format allows publishers several customizable features including font type, size, color, bold and underline, background color, image border size, border color, etc. This way publishers don’t have to compromise their layout in order to monetize their content.

Sponsored content

I recommend that publishers name their native-ad zone with a title because in order to succeed with native advertising a publisher needs to be transparent with the consumer, so common titles are “sponsored content,” “we recommend,” “you may also like,” “more from around the web,” etc. This way your consumer is aware and not fooled that it is advertising.

Maximizing consumer interaction

According to MediaPost.com consumers interact with native ads 20 to 60 percent more than they do with standard banner ads. In order to get the maximum CTR, advertisers have the following tools available to make their native ad compelling: a title, an image and a short description.

Your native ad needs to appear like another story or article that would appear on the website you are targeting. Make sure the text for your title fits in with the site’s editorial; also, do the same with your short description. Never make your texts sales orientated and make sure that the text relates to the image you are using. Your image should be simple, with no animation, logos, branding, watermarks, CTA buttons or text. This will guarantee you a much higher CTR.

Landing pages

So once a user has clicked on your native ad, again you need to engage them, therefore it is highly recommended that your landing page should provide some form of content, being text, pictures or videos. I recommend that your marketing should be in the form of an article or tutorial. Native advertising brings great results when the story comes before the promotional part.

Don’t say how amazing your product is or what type of superb services you offer. Tell a story first, use the page as a tool to educate the consumer about your product or service, provide customer testimonials, if it is a live cam product try interviews with some of the models. Deliver the story first and put your call to action right down at the bottom of the landing page. By making the landing page more lifestyle orientated you will increase your conversions because you are engaging the consumer.

Publisher testing tips

Native ads help to avoid banner over saturation, so test native ads against your banner spots, you may find you will earn much higher revenues replacing them with a native ad.

Advertiser testing tips

Try uploading 10 different images to see which image is bringing you the highest CTR. Use targeting and retargeting to fine tune your reach.

Advertisers are always going to be looking for new, less-intrusive ways to put their offers in front of potential customers, and publishers will always seek out the best ways to monetize their websites. Right now, native ads are satisfying the needs of both sides, allowing both publishers and advertisers to have great success.

Giles Hirst is head of communications at ExoClick.


EDUCATIONAL FEATURES

Cam World: A Good Grind Reaps Riches

For years, webcam modeling was taboo and considered by many as a dirty and raunchy activity. However, in today’s economy, webcam jobs are being accepted more and more by everyone across the globe.... More »

Cam World: Beauty on Point — Models Talk Tradecraft

Cam girls are the girls that are always on point — with the perfect make-up and perfect skin, the shiny hair and long nails. Given their expertise, I asked some of the girls from Studio 20 if they... More »

Cam World: Camming and Toys Go Hand in Hand

There is nothing more satisfying than pleasure, especially if it is sexual. The size or the presentation of the stimulus does not matter if the sensations and tension the body receives transform the way... More »
XBIZ NEWSLETTERS
Stay informed of the latest industry developments. Get XBIZ newsletters delivered to your inbox. Subscribe today!
Enter email address:

* To manage existing subscriptions click here.






POPULAR PRODUCTS & SERVICES
Submit your press release to
multiple news outlets with 1 click.
Subscribe to RSS news feeds or
add free content to your website.
Access XBIZ news and articles
with your mobile device.
Subscribe to XBIZ World magazine, the industry's leading e-commerce trade publication, delivering in-depth coverage of the online, mobile and ancillary digital markets.

UPCOMING EVENTS

XBIZ.net Paysite Meetup

May 04 - May 04
Prague, Czech Republic

Eurowebtainment 2017

May 17 - May 20
Majorca, Spain

XBIZ Retreat

May 30 - Jun 03
Miami, Florida

XBIZ Miami 2017

May 30 - Jun 02
Miami, Florida
Everyday thousands of business professionals browse XBIZ's industry directory for quality products and services. Not listed yet? Your company could be losing potential new business. Submit your company today!
Use XBIZ RSS feeds to stay informed of the latest industry developments or as a content syndication tool for your website!