Programmatic, Native Ads & Ad Blocking: What to Expect in 2016

Programmatic, Native Ads & Ad Blocking: What to Expect in 2016


Digital marketing use to be as simple as posting on social media, writing blogs, and using pay-per-click ads. However, as the popularity of online shopping continues to grow, so does the use of ad-blocking technology by consumers.

According to Native Advertising, there are currently 198 million people using ad-blocking programs, which could present a major dilemma for marketers.

Page Fair conducted a study on the use of ad-blocking programs and found the following projections:

1. Mobile devices will promote growth in ad-blocking. An app can be downloaded on mobile devices to block ads. We have already noticed a heightened use of this app in mobile Firefox, but also expect to see a growth on mobile Safari.

2. By the end of 2016, the global cost of ad-blocking is expected to grow to $41.4 billion, costing more than 14 percent of the global ad spend.

3. Ad-blocking usage has increased all over the world. In Europe alone there has been a 35 percent spike in ad blocker usage.

How can publishers and advertisers get around ad blockers?

There are numerous reasons consumers are deciding to use this technology to keep unwanted ads at bay, but the biggest reason is the fact that many companies are misusing the personal information of their customers for their advertising needs.

Fortunately, with the help of programmatic and native ads, the ad-blocking barriers can be diminished. Programmatic advertising allows marketers to place relevant ads in front of their target demographic, while native ads combine quality with relevant content that consumers will be interested in.

Using both advertising measures will work as a powerhouse against ad blockers and help companies get their name in front of interested buyers.

So, how is this possible, you ask? These simple tips will show you how it can be done.

Become a sponsor

Citi Bike is a great example of a company that went above and beyond on providing real-time information to their audience. The Scoop is a mobile app that provides a list of restaurants, stores, coffee shops and other businesses in the area for their audience.

Citi Bike sponsored this app and placed its logo in the traditional banner ad position at the top. Instead of creating content-rich ads like most companies using native ads, Citi Bike decided to use real-time information about businesses in the area.

Collaborate with top brands and influencers

Earned media through marketing collaboration with top brands and influencers is an ingenious way of increasing visibility and rebuilding credibility for your ad campaigns.

SimpleReach did just that by welcoming website visitors with a banner across their screen announcing their partnership with Buzzfeed. They were able to maximize exposure with Buzzfeed’s audience, while also using specialized analytics to examine the results of this campaign.

Use cross-device measurement tools

By being able to view the results of programmatic and native ads across multiple technological devices, you will get more detailed insight as to what steps the consumer took to purchase your product and if the ads were successful.

Google collaborated with DoubleClick ads to create cross-device measurements as a way to find out what steps the consumer took in the buying process and what marketing materials lead them to make that purchase.

Integrate programmatic with native ads

Using each one by itself will not get the results your business craves. However, by integrating both, you will be creating a powerhouse ad campaign that encourages engagement.

A variety of tech companies have experienced significant results from using this integration and are now offering products to make the transition as seamless as possible.

Vivaki, for example, came out with a product called Audience on Demand Native, which allows marketers to buy native ads as efficiently and scalable as possible.

More and more people are turning to the Internet for their shopping needs. With these tips, we hope your ad campaigns will have a fighting chance against ad-blockers.

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