Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Beyond Marketing
BizReport : Advertising archives : February 17, 2015
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.
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
Tweet
Subscribe to BizReport
Please enter your e-mail here:
Latest Headlines
- Top 3 tips for email success in 2021
- Report: Streaming services push media spending surge
- Experts predict life in 2025 will be more tech driven
- Look for virtual events, social commerce to stick post-pandemic
- Studies ID risks, impact of remote work
- What are the differences between social media platforms?
- Expert: How Covid-19 will impact merchants in 2021
- Expert: How a newsletter could change your business