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Native Advertising on the Visual Web
Everyday, we are seeing more websites systematically move away from text-heavy layouts and leverage big, beautiful imagery as the focus of their sites. As the visual web becomes the new standard, publishers are forgoing banners and seeking more integrated native advertising experiences. But are advertisers ready? TripleLift's native advertising primer is a must-read guide for understanding the visual web and how your brand can take advantage of the evolution with beautifully integrated native content.
Native Advertising on the Visual Web
- 1. NATIVE ADVERTIS- ING ON THE VISU- ALWEB A PRIMER FOR MARKETERS
- 2. Contents Native Advertising 1 APicture 2 Images in the 3 Images 4 The Power of 5 The Result of 6 Keep an Eye 7 Image-Driven Advertising 8
- 3. 1 Native Advertising It’s oneof the hottest buzzwords in marketing, but what exactly does native mean? Is it a sponsorship? An advertorial? Branded content? At its core, native is about advertising that aligns itself stylistically with the content of its host publication: it’s commercial content that is native to its editorial However, depending on those surroundings and on the context in which it appears, it can take many forms: Editorial Native Appears in a similar style and content to the articles that surround it Social Native Advertising that is within the user’s social feed Display Native Integrated content within an advertiser’s display unit in execution and strategy, they share one important element: they leverage big, beautiful images. The Web is becoming a more visual medium. Adoption of new devices and technology are creating a world where videos and photos are more widely shared than they have have ever been. Marketers are primed to take advantage of visual storytelling. #nativeadvertising 27 MILLION pieces of content shared daily* *Nielsen, 6/13
- 4. 2 A Picture isWorth a Thousand Words While content has become a strategic weapon in the battle for customer attention, the brands who know how to tell visual stories are the ones who will stand apart. Consumers have a visceral connection to pictures. For marketers, focusing a majority of the creative on an image alone makes it feel less like an ad and more like an experience. The image sells itself. 90% of the information sent to the brain is visual* The brain can process images seen for just 13 milliseconds** Images are processed 60,000 times faster than text* #visualweb 67% say the quality of a product image is “very important” in selecting and purchasing a product*** *3M Consumer Study, 9/13 **MIT Journal, 1/14 **MDG Advertising Study, 8/13
- 5. 3 While images willbe the driving force behind increasing consumer engagement, the context that image lives within is key. A site and its native ad should appeal to a like-minded consumer and possess a similar level of cultural cache The ad should provide value. The image should entice the user, but the message behind it should be relevant to the site the user is on The format of the ad should feel like it is part of the page, no matter what device it is being viewed on #beautifulads 25% more likely for native ads to be viewed by users vs. banners* *ShareThrough Study, 9/13 Images in the Right Context
- 6. 4 Images that Resonate Understanding thewho, what, when, where, why and how people share content online should be a critical insight for your brand. Not only does it inform your tactical decisions for your advertising campaigns, it predicts the future of overall marketing success as consumer behavior is trending away from mainstream mouth marketing, even online. Therefore, it is important to identify exactly what product images are being shared. By doing so, you’ll be able to discover the images that engage audiences so you can give your customers and prospects more of what they want. #visualweb 16 BILLION images have been shared on Instagram* *Nielsen, 6/13
- 7. 5 Forget responsive design.The key to winning the Internet will be how while simultaneously engaging the user scrolling through news on his smartphone – using the same, solitary piece of creative. That’s adaptive content, and that’s the future of advertising. #nativeadvertising 120% more engagement for photo posts vs. text-based posts* *HubSpot Facebook Brand Study, 10/13 Stubborn banner unwilling to adapt to its surroundings. Yuck. Ahhh. That’s better. This ad plays nicely with others. The Power of Adaptive Content
- 8. 6 The Result of EnticingImagery The combination of leveraging highly compelling imagery coupled with premium integrated native placement resulted in users expressing the massive probability of making a purchase. #enticingimagery * Vizu + Nielsen, Brand Lift Study 1/14 281% lift in purchase intent for users exposed to TripleLift ad vs. those who were not** control exposed 0% 5% 20% 15% 10% 4.5% 17.1%
- 9. 7 Keep an EyeOn Your Images #nativeadvertising 2X More likes for photo updates vs text on Facebook TripleLift has run successful image-driven native campaigns for Fortune 1000 brands including Nissan, The Gap, Kohler, among others. Below is a summary of some of the key things we’ve seen to ensure you drive the most success from your advertising. Images are the most important factor (over text) when trying to garner shares to social media. Users like images that are product in action rather than product in isolation when sharing these images If sharing is the most important metric for a campaign, TripleLift found that the right product/image can mean around a 130% lift in share rate Showroom images or images in the real world performed much better than stock images when it relates to engagement rates. In some cases we’ve seen CTR rates that are 15% higher when using showroom images, producing 6% stronger mouse-over rates The image and the title is the most important part of the ad; long body text can often be ignored * Hubspot, Facebook Brand Study, 10/13
- 10. 8 Image-Driven Advertising Built forthe Visual Web So what’s the key take-away? When seamlessly integrated alongside relevant content, visual ads help drive interaction and engagement. As the experts in delivering sponsored images, TripleLift can turn your drab, native content into visually stimulating ads that will drive eye-opening results. Your best content transforms into great, memorable experiences Image-driven advertising creates a better, more visual web for users Deliver integrated ads that consumers actually enjoy #visualweb 15x Increase in CTR for TripleLift sponsored ads vs Banners *TripleLift platform
- 11. NATIVE ADVERTIS- ING ON THE VISU- ALWEBTripleLift is the leading native advertising solution built for the visual web. Leveraging pioneering ad and computer vision technology, TripleLift’s platform is designed to instantaneously integrate a brand’s most engaging imagery alongside contextually relevant content, across any device at use of beautiful brand images has delivered meaningful interaction and engagement for Fortune 1000 brands, agencies, and publishers.
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