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BizReport : Advertising archives : April 08, 2015

Expert: Why brands must consider native programmatic

Over the next three years native programmatic advertising is expected to skyrocket, with some predicting the category will reach at least $5 billion in spending by 2018. Which is why one expert believes brands need to take a harder look at what this kind of advertising has to offer.

by Kristina Knight

Kristina: What trends are you seeing in native programmatic currently?

Mike Goldberg, Senior Director of Marketing, TripleLift: At its core, the idea of programmatic is any automated process, so it seems just about every native company is launching some sort of self-serve tool for marketers to execute and manage their own native campaigns. The big change that is coming is the ability to do this in a real-time-bidding (RTB) environment. TripleLift was the first to open native up for RTB, and with the IAB releasing its Open RTB 2.3 native-specific spec for native RTB, they have at least validated it to the marketplace, and we'll see this area grow rapidly.

Kristina: How is native programmatic changing the way brands and publishers look at digital marketing?

Michael: I think it's bringing credibility back to digital and creating an opportunity for marketers to execute branding campaigns. In the early days of programmatic it was a "race-to-the-bottom" mentality, with everyone looking for the cheapest inventory to reach audiences. This was mostly remnant banner inventory, typically found below the fold, or on the right hand rail, where the engagement rate was historically not very good. However, with the ability to scale in-feed native inventory, and target consumers across the web with content-rich campaigns that are more in line with the look and feel of each publisher's page, the opportunity to go beyond simply "selling" and create brand stories is a reality.

Kristina: Is native programmatic a good way for brands to approach seasonal events like Mother's Day or Back to School shopping?

Michael: I believe it's a fantastic opportunity for brands to hone in on an audience with a timely message. Not only does programmatic offer marketers the opportunity to use data and insights about who their most receptive audience is and target them across the web, the added benefit that native brings is a rich canvas for them to share informative content that enriches the audience experience. For any of these holidays, that may be a buyer's guides, or tips, etc. Native inventory enables marketers to deliver messages outside of the historical formats where readers are typically not paying attention. What's more, since seasonal campaigns can be influenced by real-time news and events, it's easy to update and tweak native creative to react to external circumstances.

Kristina: What are your top tips for implementing a native programmatic strategy for these seasonal events?

Michael: First, with native, the more contextually relevant the campaign is, the better. Be sure the websites you run on are in line with your product or service to make your ad feel like a natural addition to the site.

Of course it's also important to combine seasonal targeting insights with contextual and physiographic data. For instance, leverage gender categories to find the right audience, or target users who have historically made relevant seasonal purchases.

Image via Shutterstock

Tags: advertising, advertising trends, native advertising, native programmatic, programmatic advertising, TripleLift

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