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Report: Native Ads Require Long Term Commitment for Success

There are many factors that go into making a successful advertising campaign. Whenever planning one out, it is important to make the right decisions that will help give you the best shot at a strong return on investment. Native ad campaigns are quite popular, but many people aren’t finding the success that they want with them with only a 33% renewal rate. According to a new report from MediaRadar, this could be because they aren’t giving them enough time.

Todd Krizelman, the CEO of MediaRadar, commented about this saying, “One of the things the successful publishers all have in common is the duration of the campaign.” He went on, “What we observed is that in the time period of six months, the publisher has more time to course correct. In the grand scheme of things, native is still in the early days, so this concept of how you execute your best practices isn’t perfected.”

Many marketers try to limit risk and save money by running shorter term ad campaigns. If the campaign is a success, they can repeat it. If they don’t like the results, they can scrap it and move on to the next thing. With native ads, however, this doesn’t seem to be a good strategy. Committing to a longer-term ad campaign, and making minor changes along the way, is resulting in significantly more success.

This is shown by looking at the platforms where longer native ad campaigns are the norm. They consistently have significantly higher renewal rates than publishers that have short term campaigns. The industry average for renewal rates is just 33%. The Wall Street Journal, however, has a renewal rate of 73%, along with longer term commitments. The New York Times is also a long-term commitment publisher, and has a 71% renewal rate.

According to this report, a properly tweaked native ad running for at least six months is going to produce the best results.

Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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