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Guide Native Programmatic

Getting Started With Programmatic Native Ads on DV360

Getting Started With Programmatic Native Ads on DV360

Programmatic strategies are constantly changing due to emerging formats, product features, and advancements in measurement and KPIs.

Lately, clients have been asking what strategies to consider for the short and long term. 

Today, we are sharing with you the top five strategies our very own programmatic managed service buyers are implementing right now.

What is Google DV360?

Google DV360 is a demand-side platform (DSP) and is part of the Google marketing platform (GMP). It’s an enterprise-level software different from Google ads.

“Google Display & Video 360,” also known as DV360, previously known as Doubleclick or Double Click, is a powerful technology from Google’s marketing platform (GMP). Through a single dashboard, it enables campaign management & media buying across several multimedia channels, such as native, audio, video, display, and CTV.

Google’s machine learning technology powers DV360. It lets marketers work together more easily across teams while maintaining control of their marketing investments, creating faster and smarter marketing.

This article will use DV360 as a reference when learning about an effective way of buying programmatic native ads on the internet across web publishers and apps. However, the principles also apply to other demand-side platforms such as MediaMath, Xandr and The Tradedesk. 

How do you run Google’s Native Ads on DV360?

There are several steps marketers need to follow before they can start running native ads via Google’s platform:

1. First, marketers need to create ads that meet the advertising specifications.

2. Second, marketers should create their first campaign via the DV360 dashboard.

3. Next, select the “Native” placement type for your ads.

4. Once that is done, set up your bids by adding daily or lifetime budgets or using automated, rule-based bidding to optimize ads delivery across different placements.

5. Select the duration of the campaign

6. Ensure you select all the right targeting options so your native ads are displayed to a relevant audience that is likely to purchase your product or service.

7. Select an appropriate bidding optimization. There are several types of bidding optimizations available in DV360. Refer to the following table for more details.

Bidding optimization options available in DV360.

  • CPM Bid Strategy: A bidding optimization that uses a cost-per-thousand impressions (CPM) bid.
  • Flat Bid Strategy: A flat bid strategy sets the maximum price per ad impression based on the total budget for all ads in an ad group or campaign.
  • Target CPA Bidding Strategy: bidding optimization uses a target cost-per-acquisition (CPA) bid.
  • Custom bid strategy is an automated bidding method in DV360 that optimizes the bids by considering various factors like campaign priority, time of day, device type etc. This custom bid strategy can enhance the overall performance of the campaigns. It can provide an edge over other competitors participating in the same auction. This is a data-led approach for advanced advertisers only.

8. The last step marketers need to take is to sit back and watch as Google’s platform takes over, serving your ads across the internet. The best part of running native ads on DV360.

DV360 Main Modules

There are five main modules on DV360. They include campaigns, audiences, creatives, inventory, and insights. Each of these modules plays a unique role and has its own management tools.

#1. Campaign

The campaign module is where advertisers create and also execute cross-channel media campaigns. You can create, monitor, optimize, and plan campaigns.

#2. Audiences

The audience module is where marketers can create and manage their audiences and maintain optimizations based on the reporting module across their campaigns. An experienced programmatic agency, advertiser or individual expert can set up audiences with Google’s tools in the audience module.

#3. Creative

Start creating native ads by uploading an image for your ad. Click on the “Create Native” button and upload an appropriate file or enter text manually using the editor provided below. You can create native ads by customizing both the title and description of your ad.

The format gallery also allows advertisers to browse and find innovative formats and templates to test custom solutions. You can use the campaign manager to host native creative.

#4. Inventory

An inventory module is where experts can discover and manage inventory from top publishers and broadcasters. This section offers the possibility to negotiate deals and explore opportunities in the marketplace.

Google’s DV360 native ads are exceptionally scalable. They are a mixture of remnant inventory and premium, which can be bought through PMPs, programmatic direct and programmatic guaranteed. 

#5. Insights

The insights module allows users to access all the information and metrics needed for their campaigns. Customizable features inside the insight panel allow experts to analyze performance and act on those results.

These are available in easy-to-visualize reports and interactive dashboards. With the new 360s query workspace, you’re able to instantly access all of the data and insights that you need to create superior ad campaigns and first-class user experiences.

We recommend using Google Data Studio, which has a direct connection with Google DV360, allowing you to visualize data quickly and faster, encouraging stakeholders to refer to the data and making informed decisions about campaign optimizations.

Can I run native ads via DV360 on programmatic direct?

Yes

Can I run native ads via DV360 on programmatic guaranteed?

Yes

Can I run native ads via DV360 via Real-Time-Bidding (RTB)?

Yes.

List of the programmatic native ad exchanges?

1. Google Exchange

2. Open Exchange (Adhese)

3. Pubmatic 

4. MdotM (Mobfox)

5. Sovrn (Sovrn Holdings Inc.)

6. Smaato

7. Mopub

9. PubMatic

10. Nexage

11. Adyoulike

12. Teads

13. Sharethough

14. Triplelift

15. Taboola

16. MGID

17. OutBrain

What are the advertising specifications for Native ads on Google DV360?

Agencies and media buyers should refer to the following link.

What types of native campaigns can I run on the DSP DV360?

App install

App install ads are a great way to increase your app’s installs.

Traffic campaigns

Traffic ad campaigns are a great way to drive traffic to your website and increase conversions.

Native video

Ads are a great way to tell stories through the power of video.

Can Advant Technology help to run native ads for me?

Yes, this is our bread and butter. We have run hundreds of native ad campaigns and can run native ads on Google DV360 and potentially other native ad tech platforms depending on the objectives of your campaign and the KPI metrics you have set. 

If you don’t know the objectives and KPIs to look at, reach out to our team, and we can develop them in collaboration with you based on your business goals. If you want to run with a different DSP for whatever reason, we can facilitate this for you.

I’m interested in native ads. Does Advant Technology work with advertisers and agencies?

Yes, we work with advertisers directly or via many types of agencies, including

  1. SEO
  2. Creative
  3. Traditional Media Buying agencies / Offline Media Agencies
  4. PPC agencies
  5. Social media agencies
  6. PR agencies
  7. Full-service agencies
  8. Branding
  9. Influencer
  10. We even partner with other programmatic agencies

Conclusion

The possibilities for digital marketing are endless. What is your business goal? Do you want to generate more leads, convert more visitors into customers, or increase the average lifetime value of customers?

Getting started with programmatic native ads on DV360 isn’t so tasking once you know what it’s all about. However, delivering profitable advertising and returning a positive ROI with programmatic isn’t easy to do well. 

We hope this article was useful but if at the end of reading this you need help, consider hiring a marketing agency that allows you to obtain all of the value offered by DV360. You will be one step closer to delivering faster and smarter marketing campaigns.

Let our team of international media buying and planning experts help you deliver.

Free Paid Media Review

We are a world-class programmatic marketing agency that can generate more sales and leads for you. Leave your email address, we will contact you for your free paid media review.

Categories
Case Studies Display banners Native Programmatic Video Advertising

Gerard: Native, Display And Programmatic Video Ads

GERARD: NATIVE, DISPLAY AND
PROGRAMMATIC VIDEO

INDUSTRY:
Construction
MARKET:
Hungary​
SERVICES:
Native, display and video

Gerard Roofing: Targeted Awareness Through Native, Display

We’ve had the pleasure of working with Hungarian roof manufacturers, Gerard, for many years. The work we do together is mostly focused on raising awareness for their products among untapped audiences through native, display and video advertising.

NATIVE, DISPLAY AND PROGRAMMATIC VIDEO

Challenge
As a roofing manufacturer, Gerard’s target audience is broad and could apply to any homeowner but the timing of when you may make a purchase makes the audience niche, not everyone will be in the market for a new roof in the near future. We’ve been using display banners, native and video formats to raise awareness among users currently in the market for a new roof.

Solution
Our team uses contextual targeting to reach out to untapped audiences through display banners. The list of publishers is typically pre-set and targets people aged 30-64 currently constructing or renovating their homes. A typical campaign gets well over 1m impressions through whitelisted premium publishers.

Results
To us, client retention is the biggest proof of success and something we’re incredibly proud to say we’re smashing! We’ve been managing Gerard’s campaigns since we were just one year old (back in 2016), and look forward to many more years of collaboration together.

Check out our case studies from some of our other long-standing clients including Austrotherm.

You might also be interested in
Categories
Blog Display banners Native

Your Guide To The Debate: Native Ads vs. Display Ads

Your Guide To The Debate: Native Ads vs. Display Ads

Native and display ads are two of the most popular forms of digital advertising. Both ad formats aim to communicate information about a product or service in the online space.

Although both types of advertising share similarities, they have their respective differences. This article will explain the similarities and differences between native ads and display ads to help you decide which option could work best for your brand.

What is Native Advertising?

Native advertising embeds adverts and promotions within the main content of a web page. Instead of having a different look and feel, native ads tend to match the website’s structure that they appear on. And they are not as intrusive as other kinds of digital advertising.

Native ads appear in the form of listings on search engine result pages (SERP), as news feeds on social media or in the feed of news publishers.

Today, we will focus just on digital native ads that appear in-feed on web publishers vs digital display banner ads.

What is an in-feed native ad?

The difference between an in-feed native ad and other kinds of native advertising is that it’s situated within the feed of free, editorial content rather than presented as a banner above.

Native_Advertising_Example
Native Advertising Example (see blue world map with text, in the centre of the image)

Benefits of Native Advertising

Higher Engagement
Native ads tend to have a higher click-through rate (CTR) than display ads and efficiently drive traffic to your website.

According to a survey, 53% of consumers view native ads more frequently than display ads. Our agency experience found that native ads can deliver a higher brand uplift and consideration than display ads. In a recent campaign we conducted with a leading tourism board, we saw a notable uplift in consideration.

Ad Blocking
Native ads are less likely to be blocked by ad blockers because they are less intrusive.

Banner Blindness
Banner blindness is a phenomenon where users visiting a website quickly scroll past any graphic ad banners without noticing it. This is because humans are often in “Skim Mode” when they visit web pages and have learned to ignore banners, but as native ads feel more like the content on the page, users may be less inclined to ignore native ads.

The human brain takes in visual information very quickly, but this information is processed with different parts of the brain at different speeds. The eyes tend to take in the entire picture on a page first – but it’s not until our minds process what’s actually happening that we notice anything.

Time to Market & Cost

Native ads are simpler to produce, generally consisting of an image and some text, therefore they are significantly cheaper. This means you can be in-market faster, allowing your team to produce more messages that could also be more tailored, allowing you to do more a/b testing of different themes and potentially see higher engagement rates and ultimately get higher performance, sales and a stronger ROI.

Display Ad Example
Programmatic Display Ad Example from Advant Technology client VISA

What are Display Ads?

Display ads are a visual-centric form of online advertising that delivers and superimposes a commercial message through images, animations, videos, logos, or other graphics.

Display ads help promote brands and businesses whenever users browse the internet, check their emails, watch videos on YouTube, or use mobile apps.

Initially, display ads were called “banner ads,” They used to be hyperlinked and image-based ads shaped as strips and usually placed at the top of a web page.

Banner ads later evolved into display ads, which now appear in different sizes and shapes, and have different interactive elements such as pop-ups, videos, and more.

Benefits of Display Advertising

Although display ads have lower click-through rates than native ads, they still have some benefits that can’t be overlooked.

If you’re considering running an advert online, but you’re not yet convinced to use display advertising, here are some benefits of using display advertising:

Display Ads are Visually Pleasing
Humans can be enticed by the things they see, and it’s hard to ignore a well-designed display that is appealing to the eye.

Interactive Display Ads
Display advertising can include interactive elements and videos to make the experience more entertaining and eye-catching.

One of the goals of these formats is to increase engagement or to present a more complex message. Advant Technology has run many campaigns on behalf of its advertisers, creating rich, interactive and immersive banners that allow the users to interact with the brand and not simply be a passive consumer in the digital environment.

Smart marketers will leverage the advantages of both native and display advertising to create an effective content strategy.

Free Paid Media Review

We are a world-class programmatic marketing agency that can generate more sales and leads for you. Leave your email address, we will contact you for your free paid media review.

Categories
Blog Native

Is Native Advertising Ethical?

Is Native Advertising Ethical?

An increasingly popular form of advertising that has the prospect of influencing consumer behaviour more than traditional advertising.

Companies wanting to conduct a native ad campaign must know the various types of native advertisements and the ethical issues involved.

What is Native Advertising?

Native Advertising Definition - Advertising 101 - Advant Technology
Native Advertising Definition – Advertising 101 – Advant Technology

Content by brands that looks and feels like the regular news we read on the web. It typically appears on news publishers as a form of marketing where ads are paid for by an advertiser.
If advertising is content that looks and feels like other content, then perhaps the average user cannot distinguish it as an advertisement; this is a problem. Therefore, this is potentially unethical. We will address this in more detail but first, let’s get to the basics, including why advertisers use native advertising.

Advertising industry definitions

The Native Advertising Institute define it as:

paid advertising where the ad matches the form, feel and function of the content of the media on which it appears.

The Interactive Advertising Bureau IAB, another trusted source on online advertising, has a definition that can be found here.

Is Native Advertising Ethical - Advertising 101 - Advant Technology
Is Native Advertising Ethical – Advertising 101 – Advant Technology

Where can you buy native placements?

Ads can be bought from publishers directly or via a programmatic auction.

The Purpose of Native Ads

To promote awareness and drive sales for performance campaigns, the effects on consumer behaviour go beyond this.

Native advertising formats also seek to prevent users from turning to adblocking software for relief from irrelevant or obnoxious ads.

The Benefits

Benefits of Native Advertising - Are Native Ads Ethical - Advertising 101 - Advant Technology
Benefits of Native Advertising – Are Native Ads Ethical – Advertising 101 – Advant Technology

They are designed to be more engaging than other forms of marketing. They may result in greater levels of brand awareness and engagement. Still, it’s essential advertisers recognise content should be clearly labelled.

There are many reasons for the increasing popularity:

  • It is efficient at targeting users who are likely to be interested in the advertised product or service. It can provide an effective and less jarring way to persuade consumers of a product or service benefit.
  • There is less motivation for the public to skip or block native ads than more invasive and forced ads. Forced ads can be deemed annoying, such as pre-roll video advertising.
  • They are designed to be less intrusive than other digital advertisements because they attempt to blend in with the surroundings in which they appear. As a result, users may find them less frustrating and more relevant than other forms of digital advertising.
  • They enable greater consumer choice and transparency, native advertising may help to build trust.
    Now, let’s dive into ethics which is the crux of this content.

Examples of native ads

madeformums.com - Native Advertising Example - Advant Technology
madeformums.com – Native Advertising Example – Advant Technology

Ethical native advertising

Ensuring audiences are aware that native ads exist is an integral part of protecting trust, transparency and honesty. This is especially true when advertising on journalistic sites such as news publishers.

Web users need to be informed and understand the difference between paid-for content and impartial recommendations or opinions, so a clear label is critical if you’re a publisher.

There are also concerns about ‘advertorials’—ads that masquerade as independent articles.

While such ads may be labelled as advertising, they are designed to look like legitimate content; thus, a conflict of interest is at play. Advertorials are also sometimes called branded content.

So, is native advertising ethical?

That depends, and our answer to that is, yes, as long as they conform to the necessary regulations ensuring it is clearly labelled.

The advertising industry needs to be held accountable. It must ensure that all the stakeholders within the supply chain of the delivery of native ads are doing their bit. Those stakeholders include.

1. The Advertiser
2. The tech platforms include SSPs, DSPs and exchanges.
The publishers This lack of transparency is a primary source of frustration, with users often labelling native ads as ‘deceptive’.

Marketers that seek to advertise their products through native should ensure they are transparent about their affiliations.

Types of native advertising / native ad units

  • Paid Search Unit
    These types of placements/units are search results. They are commonly highlighted in different colours. They are positioned at the top of the page before other search results on search engines like Google, Yahoo, or Bing.
  • In-Feed Unit
    These advertisements appear in the middle of social media or editorial content on platforms such as BuzzFeed and Facebook.
  • In-ad with Native Element Units
    These advertisements contain content meant to look like the editorial content around it.
  • Promoted Listings
    These advertisements are product listings that might appear on search pages and shopping websites. They are promoted by sellers such as Google or Amazon.

Ethical questions stakeholders should ask themselves

  • Transparency and honesty – Is it clear to the consumer?
  • Are labels easily visible?
  • Is it possible for consumers to differentiate between an advertisement and other content?
  • Editorial independence – Does the website or social media platform publishing native ads operate independently from advertisers?
  • Interference – Are marketers seeking to interfere with consumers’ website use?

The Future of Ethical Ads

While native advertising has been successful in the short term, it may be necessary for further improvements in transparency and ethical standards to remain effective long term.

Marketers should continue to work collaboratively with news websites and the ad-tech industry to promote accurate and ethical native advertising standards.

Conclusion

In summary, native advertising can be a powerful tool in the hands of marketers who are transparent and ethical. It is crucial to consider how your customers will react to it before using this form of marketing strategy for your business.

Suppose you need help planning an ethical campaign? Our international media experts can help strategise the best approach to ensuring trust and safety for your digital advertising campaigns.

Free Paid Media Review

We are a world-class programmatic marketing agency that can generate more sales and leads for you. Leave your email address, we will contact you for your free paid media review.

Categories
Blog Guide Native

What are native video ads?

A GUIDE TO NATIVE VIDEO ADVERTISING

Mastering Native Video Advertising: Benefits, and Strategies

In a world where consumers’ attention spans are constantly decreasing and more people are using ad blockers, it’s becoming increasingly difficult for brands to get their message across. One of the ad formats that can help bypass this and that we’ve seen brilliant results with here at Advant Technology is native video advertising. Today we thought we’d share our top tips for advertisers and agencies wanting to learn more about these types of ads.

Native Video Ads - Benefits of Native Ads - Advant Technology - Word Cloud
Native Video Ads – Benefits of Native Ads – Advant Technology – Word Cloud

What are native video ads?

In simple terms, native video advertising is the integration of branded messages into existing content. It’s generally an in-feed video ad that’s uploaded to various platforms targeted to your desired audience.  Many in-feed video ads are click-to-play; meaning they play on their own without sound.

Native Video Advertising - What is Native Ads - Advertising 101 - Advant Technology
Native Video Advertising – What is Native Ads – Advertising 101 – Advant Technology

These types of ads are a form of native advertising that is more immersive than ever before and can be seen on Facebook, Instagram, Twitter, YouTube,  Snapchat, and thousands of other apps and publishers across the globe.  

Native video ads are regarded as “native” because they are formatted mainly for the platform that is hosting them, making them blend in with other content on the platform. They are promotional, can be engaging if done well, and are highly targeted if using the right data which would be applied when setting up your campaign. 

Native advertising has risen to be one of the most influential these days due to its high engagement rate and non-disruptive nature, and many industry experts claim they are the future of advertising.

Benefits of Native Video Advertising - Advertising 101 - Advant Technology
Benefits of Native Video Advertising – Advertising 101 – Advant Technology

Benefits of native video advertising

Viewable video advertising is a way to stand out in the digital world and marketers are taking notice. With billions of video views across the web every day, it’s no wonder that advertisers want to take advantage of this trend. This native form of video ads offers a number of benefits including reaching a highly targeted audience. They also boost ad recall and purchase intent.

Businesses of any size can now focus on creating compelling content to reach their target audiences. Native video advertising allows advertisers to tell a story in a format that users are already familiar with and used to engaging with for years. They are especially beneficial for users, as they allow them to engage with related content without disrupting their current tasks.

Native video advertising provides an opportunity to tell a story in the form of text, images, or both, and brands can choose to use captions or voiceovers to convey messages about their products and services.

They allow for greater flexibility in targeting and the ability to reach audiences regardless of their device or platform of choice. Additionally, brands can now use multiple formats to tell personalised stories within one campaign.

Native Videos vs Preroll Videos - Native Video Advertising - Advant Technology
Native Videos vs Preroll Videos – Native Video Advertising – Advant Technology

Native video vs. pre-roll

Pre-roll videos play before the video the user intends to watch and are often auto-play. Sometimes the sound starts playing on its own and sometimes users may need to activate it. Many people think that pre-rolls and native videos are the same, but in many ways, they are different.

Pre-roll video ads act as a barrier to the content that the user wants to see, meaning they have to view the advert before they can continue. Some people consider these short videos disruptive, and some advertisers, such as Nike, avoid them altogether.

Native video advertising is different in the way that it presents the option to just keep scrolling without any interruption or barrier.  It’s an ad that fits the platform it is being viewed on. For example, Tastemade may have a native video ad about food content that only plays if someone watches one of their food channels. This type of video is becoming more prevalent because they are effective for both publishers and users.

Both types of ads aim to increase brand metrics and sales and there is an argument for both types depending on the objectives. We have found success with both formats over the years for our clients in influencing purchasing decisions.

A word on mobile and native ads

Native video ads allow viewers to continue browsing a site without interruption, which is especially useful if they are watching via mobile where changing screens takes effort. In-feed videos allow for maximum visibility on mobile devices, making it an ideal format to take advantage of.

Since users don’t have to stop to watch native ads and because they are not “forced” to watch it, it’s arguably more valuable if you do get a completed video view as it suggests the user choose to watch your ad, meaning you have a better chance of converting the user into a customer.

Native videos are typically published through programmatic channels, which results in higher completion rates and lower bounce rates for ads compared with direct media buys due to detailed reporting and instant optimisations you can make, this is one of the main value ads of Advant Technology.

Common mistakes with native video advertising

Many people make mistakes when trying to optimize native video. Here are the most common native video ads errors: 

  1. Not having a strong call-to-action
  2. Making the copy too long
  3. Ignoring CTAs during editing
  4. Using clickbait and sensational headlines
  5. Making the video too salesy
  6. Not testing colours, images, copy, and length
  7. Not using the right targeting options

Top tips for native video advertising

Focus on one goal at a time

This helps to know whether the placement of a native ad is having a positive impact on business objectives or not. In order to track performance, it’s always good to have one clear KPI in mind and see the results in real-time. For example, don’t try to focus on CTR, view completion rate and sales all at one time, pick one!

Video creativity is more effective than just “showing off” a product or service

While the purpose of every ad is to shine the light on a product or service, consumers today are exposed to an endless amount of adverts. As a result, creativity plays an important role in grabbing the attention of audiences. For this reason, telling stories through video can create more engagement compared to just “showing off” products or services

Video length should be in line with the sales funnel

If the sales funnel is long, it’s a good idea to have a longer video. For example, when advertising a complex service that requires loads of explaining, then having a short video ad is unlikely to be effective. As the consumer gets closer to the purchase decision, it’s better to have a short video that can quickly illustrate the benefits of your product or service.

Quality content is always a good starting point

Brands should always strive for quality content. No matter what size budget is set aside for native ads, it is important that the script and images are engaging. We have found that a good starting point is to create a video ad made from high-quality images, scripted in no more than three short paragraphs. This ensures the messaging focuses on the brand message and value proposition.

Get the timing right

Because native ads are contextually targeted, timing is critical to ensure it reaches the right audience at the right time. For this reason, native ads should be used more for communicating brand awareness rather than pushing sales messages.

Look towards programmatic native video ads as a way of reaching a broader audience

A new way for video ads to be targeted is through programmatic technology. Native video ads allow brands to reach a wider audience at scale while ensuring they have a more positive impact on the user experience, resulting in increased engagement.

Optimize for multiple video ad formats

Native video ads need to be optimized for every format available. This means that there should be separate videos made for Instagram, Facebook, and Twitter and various publishers bought through programmatic channels.

If done correctly, this approach will give brands the best opportunity to reach the right audience with the right format.

If you’re going to use a different creative for each platform, then make sure they share similar qualities such as colour schemes and copy. This way it’s not too jarring when you switch from one ad to the next. This is an art and science!

Look at native video ads as a way of providing value to users

While video ads work well as a branding and awareness tool, they also need to be targeted toward the end-user and provide them with some form of value. This is why it’s important that native videos are used as a method of adding value to the user, rather than simply using native video as a branding tool.

Why use native video ads - Native advertising - Advertising 101 - Advant Technology
Why use native video ads – Native advertising – Advertising 101 – Advant Technology

Why use native video ads?

Here are our top reasons why you should consider using native video ads:

1) They get a wider reach

When you upload your video ad instead of sharing a link to it, it will prompt social networks to promote the ad more than they would to a YouTube URL link. This is because social platforms have set up the algorithm of their news feed in a way that they give priority to native videos.

2) They attract attention

Nowadays, social media users are becoming more tech-inclined. As a result, they are beginning to value more discreet forms of advertising. This is the reason brands are now investing more in their display budgets and shifting them into native video ads.

3) More engagement

Native video ads are likely to create more engagement. The reason is, users who have already been attracted would want to go further to know what the link is about. Video ads are even more accessible to online users, considering that networks are now offering autoplay functions for the ads.

Native video conclusion

Marketing entails giving your audiences what they want, and today’s audiences want the ability to watch ads conveniently and unobtrusively, which can be made possible with the non-disruptive nature of native ads.

If you are planning a native video campaign, our team of media strategists, campaign managers and programmatic experts would love to help you. Speak to our team today to discuss your goals.

 

Picture of Ben Myers
Ben Myers
Ben Myers, CEO of Advant Technology. Programmatic advertising expert and all round digital strategist. Globe trotter, food fanatic, cocktail maker, car crazy, that's Ben. London born n bread, it was here where he gritted his teeth in the advertising world starting at Videojug.com and then moving onto Teads where he drove sales, publisher growth and ad operations. A regular speaker at trade events around the globe. Passionate about helping brands achieve their goals through digital advertising.
Categories
Case Studies Display banners Native Programmatic Video Advertising

Gerard: Native, Display And Programmatic Video Ads

NATIVE, DISPLAY AND
PROGRAMMATIC VIDEO: GERARD

INDUSTRY:
Construction
MARKET:
Hungary​
SERVICES:
Native, display and video

We’ve had the pleasure of working with Hungarian roof manufacturers, Gerard, for many years. The work we do together is mostly focused on raising awareness for their products among untapped audiences through native, display and video advertising.

NATIVE, DISPLAY AND PROGRAMMATIC VIDEO: GERARD

Challenge

As a roofing manufacturer, Gerard’s target audience is broad and could apply to any homeowner but the timing of when you may make a purchase makes the audience niche, not everyone will be in the market for a new roof in the near future. We’ve been using display banners, native and video formats to raise awareness among users currently in the market for a new roof.

Solution

Our team uses contextual targeting to reach out to untapped audiences through display banners. The list of publishers is typically pre-set and targets people aged 30-64 currently constructing or renovating their homes. A typical campaign gets well over 1m impressions through whitelisted premium publishers.

Results
To us, client retention is the biggest proof of success and something we’re incredibly proud to say we’re smashing! We’ve been managing Gerard’s campaigns since we were just one year old (back in 2016), and look forward to many more years of collaboration together.

Check out our case studies from some of our other long-standing clients including Austrotherm.

You might also be interested in

Categories
Case Studies Native

Austrotherm: Native, Display And Programmatic Video Ads​

AUSTROTHERM: NATIVE, DISPLAY AND
PROGRAMMATIC VIDEO

INDUSTRY:
Construction
MARKET:
Hungary
SERVICES:
Native, display and video
  • Insulation pioneer, Austrotherm, is one of our longest-standing clients. They’ve been with us since the very start of our journey (the golden days of 2015) and run native, display and video ad campaigns with us on a monthly basis.

         Austrotherm: Targeted Marketing Success in Construction

  • Display and Programmatic video

    Challenge

    Austrotherm may not be a mainstream brand like Coca-Cola, but it’s the place to go to if you’re looking for insulation.

    Because of the nature of the business, Austrotherm needs to balance their marketing efforts and make sure not to spend their budget on creating awareness to a too wide audience. Instead, we help them focus on getting attention from individuals who have just been starting to make construction or renovation plans.

    Solution

  • To do this, our strategy is to distribute ads through a predetermined list of publishers where these audiences congregate.Depending on the target group and interests, we use contextual targeting to establish which selling points to focus on and which section to the website to send them to. Essentially different optimised landing pages for different target groups.

    Results

  • To us, nothing says ‘success’ like client retention and this is something we’re incredibly proud to say we’re smashing! We’ve been managing Austrotherm’s campaigns since we opened up our doors as an agency, and look forward to many more years of collaboration.Check out our case studies from some of our other long-standing clients including Gerard.
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BENEFITS OF PROGRAMMATIC ADVERTISING Programmatic Advertising: Transparency, Real-Time Stats Benefits of the Programmatic Advertising – Advant Technology[/caption] Programmatic advertising has been for many years been

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Case Studies Native

Eastern Macedonia & Thrace: Native Advertising

EASTERN MACEDONIA & THRACE :
NATIVE ADVERTISING

INDUSTRY:
Tourism
MARKET:
Turkey
SERVICES:
Native ads

Boosting Tourism in Eastern Macedonia: Native Ads in Turkey

We worked with the Eastern Macedonia & Thrace tourism board via an agency partner in Greece acting as a white label solution. The campaign created brand awareness through native advertising formats. The campaign was delivered across tier 1 travel-related websites in Turkey.

CHALLENGE

Eastern Macedonia and Thrace were looking to increase their brand exposure across Turkey. They had a set timeline to achieve an increase in the number of bookings to the region, and thus, we were appointed to reach people who intend to book a holiday abroad in the near future.

By using contextual audience we are effectively targeting users who are in the middle of the path to purchase for purchasing travel services.

SOLUTION

The campaign was delivered to only one market, using contextual rather than demographics. We targeted people who have a strong intent of travelling in the near future or who have a strong interest in travelling abroad. 

RESULT

We achieved 700,000 impressions from native advertising with a 0.25% CTR. This is way above the market average of 0.16%.

The use of banners as an addition to the native advertising resulted in a total of 1,300,000 impressions and 3,000 new potential customers to Eastern Macedonia & Thrace.

We worked with the Eastern Macedonia & Thrace tourism board via an agency partner in Greece acting as a white label solution. The campaign created brand awareness through native advertising formats. The campaign was delivered across tier 1 travel-related websites in Turkey.

CHALLENGE

Eastern Macedonia and Thrace were looking to increase their brand exposure across Turkey. They had a set timeline to achieve an increase in the number of bookings to the region, and thus, we were appointed to reach people who intend to book a holiday abroad in the near future.

By using contextual audience we are effectively targeting users who are in the middle of the path to purchase for purchasing travel services.

SOLUTION

The campaign was delivered to only one market, using contextual rather than demographics. We targeted people who have a strong intent of travelling in the near future or who have a strong interest in travelling abroad. 

RESULT

We achieved 700,000 impressions from native advertising with a 0.25% CTR. This is way above the market average of 0.16%.

The use of banners as an addition to the native advertising resulted in a total of 1,300,000 impressions and 3,000 new potential customers to Eastern Macedonia & Thrace.

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