Top 3 tips to improve native, programmatic strategies

There are so many options for advertisers in the online space, that many take a disparate approach. A little social, some display, email on holidays. Others only look to the new - video, native. Some always want to control budgets using programmatic. One expert explains how to improve strategy so that native and programmatic campaigns aspects are complimentary.

by Kristina Knight

Kristina: When implementing a campaign with both native and programmatic elements, are there any don'ts?

Sabine Cummins, Vice President of Client and Agency Partnerships, ChoiceStream: Don't be afraid to add programmatic native into the media mix. Trust the expertise of the partner that you decide to run with, and measure results. Brand lift and conversions don't lie. Also, do not jump into a trial without careful consideration of your options. You'll want to make sure that you choose a partner with a proven track record - not just with programmatic, and not just with native, but with the two together. Native programmatic is a unique, integrated offering that is separate from its two components.

Kristina: What are your top three tips to implement a strong native and programmatic strategy?

Sabine: Shed any preconceptions that you might have, and then gather the facts. Native advertising is commonly associated with high-cost sponsorship opportunities that are acquired through direct buys and target wide-ranging audiences. This is very different from programmatic native. Programmatic native allows advertisers to purchase the best impressions, in front of the right audiences, and then customize creative content to fit naturally into a consumer's experience. 3 top do's are: simplify the creative message; align KPIs to brand metrics; and let the platform's algorithm optimize to best audience.

Tags: advertising strategy, ChoiceStream, native advertising, programmatic advertising