Native advertising has been a successful medium for advertisers across all screens for over decades and as the architects of Native Advertising on Connected TV (Native CTV for short), it's our duty to make sure that advertisers understand its value and potential not just on Connected TV, but as a whole. But before we dive into the 4 must know facts you want to think about before you consider native advertising, let's first be clear of its definition.
THE BASICS OF NATIVE ADVERTISING
DEFINITION: Native advertising is any form of paid media that follows the natural form and function of the environment in which it is being consumed.
PURPOSE: The purpose of native advertising is to elevate or incorporate a brand message without looking like, or serving the direct purpose of an ad.
MAIN RULE: Any native advertising must be consistent in nature with the platform's overall user experience and function in the same way as the other content of its kind around it.
MAIN FORMATS: I Advertorials | Advertiser funded content programming | Promoted or Sponsored content.
THE BASICS OF NATIVE VIDEO ADVERTISING
DEFINITION: Remaining consistent to everything above, Native Video Advertising is the strategic use of video content in a way that follows the natural form and function of the environment in which it is being consumed.
PURPOSE: Same as above.
MAIN RULE: Native video advertising must play in the same way as any other video content on the platform and in no way forcefully interrupt or negatively interfere with the platform's main purpose.
MAIN FORMATS: Branded Content | Sponsored Content
NATIVE CTV ADVERTISING
DEFINITION: Still remaining consistent to what we learnt above, Native CTV Advertising is the strategic use of video content in a way that follows the natural flow of the streaming environment in which it is being consumed.
PURPOSE: Same as above.
MAIN RULE: Same as above.
MAIN FORMATS: Branded Content | Unbranded Content | Sponsored Content
THE 4 MUST KNOW FACTS WHEN YOU CONSIDER NATIVE ADVERTISING
PURPOSE - Native advertising campaigns should not be looked at like a standard ad campaign. Instead, native ad campaigns can include a level of education or information that might help lead the consumer to look more closely at what it is you are selling.
AUDIENCE - Native advertising allows you to open up your offering to previously untapped consumers.
CONTEXT - Native advertising allows you to turn any site, tv show or movie into a contextually relevant ad environment.
COST - A successful native advertising strategy should not necessarily cost you more than a regular advertising campaign. However, it does require more thought, more work and therefore more labour. Because of this, you should always aim for your native advertising campaign to have strict and strong KPI's attached.
If you would like to learn more about native advertising or would like to explore how you can expand your native advertising campaign from small screens to the largest screen in the home, drop us a line and we will happily be your guide - firstname.lastname@example.org
Origin is a creative technology company whose pioneering Native CTV advertising solutions are reshaping the way brands engage and activate consumers on the largest screen in the home.
Fusing dynamic content animation with proprietary ad serving technology, Origin's Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their presence on Connected TV.
Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at www.originmedia.tv.