Native Isn’t Display. Stop Treating It Like It Is.
Marketing Land | April 30, 2018 - Contributor Casey Wuestefeld reminds programmatic native advertisers that context is key to realizing this format's potential.
With consumers installing ad blockers and now browser companies following suit, not to mention ad fraud, domain spoofing, lack of viewability and disastrously poor brand-safety measures as a further body of evidence, let’s be honest with ourselves. Mistakes were made in the first decade of the programmatic revolution.
Don’t get me wrong — I’m an optimist. Learning from our previous mistakes is the key to future success, as long as they are not repeated. With over 10 years of programmatic experience under our belts for display and pre-roll video, what have we learned that we can apply to programmatic native? After all, it represented 84 percent of the total that eMarketer expected would be spent on native display last year, and the overall total is predicted to grow to $28 billion in 2018.
Despite its growth, marketers often overlook the operative word of native programmatic: Native. In the case of targeting, marketers are guilty of applying the same “reach-at-all-costs” strategy to their native programmatic buys as their traditional display campaigns. The result is that their brand message is placed without regard to the context of the page or even the site on which it is seen.
This needs to change.