If you have ever asked yourself why native advertising is used, all you need to do is look at the success it has driven for advertisers across all the many digital ad formats we have today.
A BRIEF HISTORY OF NATIVE ADVERTISING
With its roots dating back to the early 1900's (when Ford thought to run ads next to news about automobile races), native advertising has been a part of life for consumers since way before TV - especially Connected TV! What they basically realized was that your desire for a car might be greater if you were in the right mindset. They were not wrong.
Over the next few decades, the successful practice of native advertising flourished - short stories and native ads in newspapers became broadcast stories on the radio and when it came to the TV, the success of native advertising in soap operas on the radio progressed quickly to TV - with P&G being one of televisions first ever 'sponsors'. Hence the TV ad was born.
4 REASONS TO INVEST IN NATIVE ADVERTISING TODAY
So where does this put us today and why should advertisers continue to look at native advertising as being a format worth pursuing? While >60% of desktop and mobile ad spend goes towards native advertising, until today they have not been able to leverage its tried and true capabilities on the largest screen in the home. And when you consider for a moment that around 90% of audiences have a device in their hand that they already trust to make purchases every single day, it begs the question - what could native advertising accomplish for brands on CTV.
The first thing that needs to be said is that when it comes to native advertising on CTV, the solutions we have brought to market are not about replacing the traditional ad creative - they're about amplifying it. Brands who used Origin's native advertising solutions have seen the return on their investment from many different angles:
MORE EYEBALLS ON SCREEN: Native advertising formats on CTV elevate the attention someone pays to the screen (and an ad) by up to 88%.
DESIRE TO LEARN MORE: The true power of a smart native advertising execution on CTV comes when the native CTV ad format being used is coupled with the right brand ad. As mentioned, native advertising on Connected TV is not about replacing an ad; it is about amplifying it. The result of this is an elevation in the viewer's desire to learn more about that brand of up to 66%.
ELEVATED CONSIDERATION: The agility that the creative technology behind native advertising on CTV empowers brands to speak both more directly to their target audience and more in the moment. This has resulted in brands seeing an increase in purchase consideration of up to 56%.
PERFORMANCE: Native advertising on TV allows brands to feel more 'local' to their intended audience. When this happens, a closer emotional connection is forged with the viewer which in turn has seen brands increase active footfall into stores by upwards of 40%.
Until today, advertising on TV has restricted brands to using it in a brand awareness capacity. But thankfully, the advances we see here have the potential to change the game. Completely.
If you would like to learn more about Origin's Native Advertising solutions for Connected TV, drop us a line and we'll be happy to talk - email@example.com
See you soon!
Origin is a pioneering creative technology company whose first to market Native CTV ad 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 proprietary Native CTV ad formats elevate attention, recall, consideration and outcomes for brands who want to amplify their voice 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.
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