February 7, 2017

If You Can’t Beat ‘Em, Go Native


When it comes to all things digital media, it seems like we’ve reached this pinnacle of, “been there and done that.” For more than a decade, display banners have become commonplace for both branding and direct response campaigns running on our desktops.

And more recently, the prominence of mobile advertising has led to similar executions on our smartphones and tablets. Performance can be good, and engagement can be okay. But that singular approach is not just going to cut it—especially as the consumer grows more savvy to ways of the advertiser.

What is there to do? Well, if you can’t beat ’em, join ’em—or in digital advertising terms: “Let’s go native.” The concept of native advertising has been getting a lot buzz, and its momentum has been building. Native ads mimic the form and function of their surrounding content. This creates a contextually relevant experience and allows for immediate consumer engagement. The success of native advertising’s strategy is probably rooted in the fact that it just makes sense. Consumers resent interruptions, so ads that don’t create an overly intrusive or obvious experience, that the ad fits with their overall content experience, are accepted into their lives.

Another great thing about native advertising is that creative executions and media dollars originally established for the now deprecated Facebook Exchange Network (FBX) have a new home. The placements are so similar in their set up that they can be implemented and run across desktop, in app, and mobile web inventory. A big problem solved.

What’s great for advertisers is that we at StrikeAd by Sizmek recently unveiled our in-feed mobile native offering—and now our brand-new partnership with Sharethrough, the largest native advertising supply-side platform (SSP), allows you to do native advertising at incredible scale. Find out more about this partnership here.