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Pairing Native and Programmatic Advertising

Native and Programmatic Advertising

Programmatic advertising allows marketers to identify and reach consumers more likely to have an interest in their brand. It has been in use for years as a way for marketers to get their messages noticed and found around products, services, and other promotions. Tuning it with native advertising can make beautiful music for your company. Here's why marketing conductors should pay attention.

Why Going Native Could Strike a Chord with Your Business

As Marketing Land reports, a study from Facebook and IHS shows that native in-stream ads will account for 63.2 percent of all mobile display advertising by 2020. Native advertising has become a highly effective and engaging ad format. It can typically be more expensive than other ad types since it needs to be custom-created for effective content integration. Adding programmatic is a simple execution creating an ideal multi-channel campaign that helps convert audiences toward your brand message.

By delivering native ads contextually to consumers who are likely to have an interest in what you're promoting, you can ensure your advertising budget is working effectively. What's more, programmatic can expand your reach and frequency to the ideal audience. Once you set the parameters on your campaign, technology takes over, using real-time bidding to reach that audience.

Say you're a local automotive dealer trying to promote fuel efficiency or safety features around a new vehicle release. By taking a programmatic approach, you can target consumers using the most current data and analytics regarding new vehicle shoppers. Layering on native allows for contextually targeting delivery in your area. Combined, these will increase conversions organically.

While it's clear why native and programmatic advertising go hand in hand, marketers trying to get started may have a tough time finding a way to marry the two. Business2Community reported that marketers can now buy native ads from platforms that process ads with some criteria from the advertiser.

The end result is a native ad that fits in seamlessly with the publisher's surrounding content while programmatically delivering the message to the desired audience. It's execution tools like this that help marketers implement a multi-channel digital approach.

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