Three ways to serve local native ads

There are three basic ways that local media serve native ads, according to Len Bilello, National Sales Director, Retail, Gannett and USA Today Digital, speaking at the 2014 Native Advertising Summit.  Here are the three options, with additional comments and resources from LocalMediaInsider:

1. Via the media's core CMS

This is the most common way to deliver native content. Just mark it sponsored, featured, or promoted post - it already has the look, feel and in-feed placement.

Most local media utilize or build-in a header or footer that labels  the content as  SPONSORED.

A few use the blog feature on the client's directory page, and pushing the headlines into home page native position.

Advantages: The content is fully integrated, easy to "put up and down" in the work flow. You can use your existing CMS.

Disadvantage: Harder to track. Typically this strategy is used by smaller media for local advertisers that are not tracking specific CPM values, but are more concerned with being able to promote their brand "in the news."

2. Via the ad server

Ad promotions that look native but are served via the ad server, typically into right rail or in stream advertising positions, although it is possible to create native looking interstitials that flow in-feed. (One platform, Onespot, specifically matches the design and feel of the media site to create native in a standard IAB ad unit, which allow it to be served beyond the media site on any ad network. See the next choice, via third party solution).

Advantages: Easily trackable CPM and click through rates - two of the key metrics that advertisers look for. Scalable if the advertiser requires a larger buy, especially to target across additional areas.

Disadvantages:  More steps to produce and place, and flexibility of placing the content in additional areas of the site may be lost.  Standard units are  "native-looking" than in-feed ads.

3. Via a third party solution

There are an increasing array native ad platforms that servie native ads and solve many of these issues.  Typically, work these platforms plug into the media's own CMS and work as an intermediary between the ads and the CMS to place units with the correct look and feel and provide tracking.

Full service native platforms like this include DistroScale (new native ad network started in 2014 with 600 media partners), Nativo (serves plus provides ad network of 1,500 media sites),   Polar,  Sharethrough (specializing in video and mobile) , Onespot (native inside a standard ad unit),  and Livefyre (specializes in social, "owned media" placment).

Separate analytics platforms that are helpful include ChartBeat and  PArse.ly.

Advantages: Designed specifically for native, eliminates work arounds.  Better tracking. Many are building networks to allow local media to upsell advertisers and receive buys.

Disadvantages: More expensive.

Many thanks to Len Bilello, National Sales Director, Retail, Gannett and USA Today Digital, speaking at the Native Advertising summit, for this breakdown.

Keywords