2017 was an exciting year for Nativo. We moved into a beautiful new office, helped deliver meaningful content experiences to consumers, improved the way marketers distribute and analyze the impact of branded content, and supported publishers with healthier monetization alternatives. In the process, we added new products and features for advertisers and publishers alike.
Using Content Marketing to Reach the Consumer at Every Step of the Journey
Brands are consistently looking to drive ad campaign efficiencies, as working across many partners and channels — and measuring the results — can be extremely resource-intensive. Now, more precise tools and measurement are validating the impact of investing in content marketing at every stage of the consumer journey. Nativo’s ad formats boost awareness, consideration and action, outperforming banners and preroll by up to 13X.* Native Video drives awareness, Native Article supports engagement, and in 2017, we added Native Display to our portfolio. Native Display captures audience attention in the feed and has been shown to be 5X more effective at driving conversion than traditional display.**
Investing in Programmatic Buying
In 2018, over 80 percent of US digital ad spend is expected to transact programmatically. Native is going increasingly programmatic as well: this year, Nativo integrated with Rubicon Project and BidSwitch. Through these integrations, advertisers on buying platforms like Google's DoubleClick Bid Manager (DBM) can transact Nativo programmatically across Nativo Premium, which offers buyers a first look at the highest-quality, guaranteed-viewable, and bot-free native inventory across every native ad format.
Ramping Up Content Creation
More and more brands are devoting greater resources to content marketing. It’s a wise move: content marketing generates over three times as many leads as outbound marketing and costs 62 percent less. Because it can be challenging for advertisers to develop enough content, Nativo created Content Collab. Content Collab provides tools to facilitate efficient creative asset management, swift approvals, and better cross-team communication. It can also cull creative elements from existing marketing campaigns and repackage them into new and exciting content. Watch our webinar on Content Collab here.
A Happy New Year
We’re grateful for all of the publisher and advertiser partners who have played a part in our success and supported our mission to improve the advertising ecosystem. We have some really exciting things in store for 2018, so stay tuned!
* Nativo and comScore 6 month BSL study, 2016
** Compared to display when targeting the same audience. Source: Nativo Platform and case studies, 2017