How Programmatic Native Advertising is Transforming Brand Storytelling

To improve targeting and deliver more personalized experiences to the most relevant and interested readers, a fast-growing number of brand marketers are embracing the power of programmatic native advertising–a highly effective combination of natively-delivered brand content and programmatic ad placement.

The programmatic buying process allows brands and agencies to create and deliver beautiful, mobile-friendly content collections at scale, leveraging programmatic’s ongoing machine learning and sophisticated contextual targeting capabilities, accessing a robust publisher inventory of content placement options. Natively-presented brand content meanwhile, is an in-feed experience that fits the form and function of the publisher's site, creating a seamless user experience that’s more positive for site visitors, publishers and brands.?

Programmatic native is a trend that’s picking up serious steam: Last year, more than 85% of all native advertising was bought programmatically, with overall programmatic native ad spend expected to exceed $80 billion in 2022, according to a recent eMarketer study.

Now add Distributed Media Lab’s proprietary inline content collection presentation–enabling brands to share multiple content features from a single programmatic ad unit without having to leave the site –and ad performance and overall engagement rates climb even higher.

With DML’s turnkey distribution platform, programmatic native campaigns can be tailored to both user interest and site placement at scale, delivering better ROAS for advertisers and an infinitely more positive user experience for publishers and site visitors.

5 Key Benefits of DML’s Programmatic Native Content Delivery

The combination of native and programmatic is powerful, and with good content and graphics, the engagement results can be transformative. So what are the benefits of programmatic native advertising?

A superior user experience

Unlike banners and popups, programmatic native display ads do not intrude on the user engagement experience, they complement it. With DML’s unique inline collection presentation, users are never whisked off the website they chose to visit. Rather, marketers present their relevant brand content to their contextually-targeted audience within the publisher’s desired presentation, fully respecting user preferences.

More trustworthy, value-driving content

Years of digital banner ads and annoying popups have jaded a generation of web users. Impression and click through metrics for traditional display ads continue to decline as users seek more personally relevant and enriching content experiences. Native display is presented in context as an interesting feature article or video, without the hard sell approach of traditional banner ads. The most effective native ads are feature articles with savvy storytelling and accompanying images, videos or useful infographics. With native, strong editorial value boosts brand engagement, reinforces user value, and ultimately drives more traffic, made even more efficient through targeted programmatic buys.

Tailor made for brand awareness campaigns

Great programmatic native advertising content is informative and useful, a format particularly powerful for awareness campaigns where eyeballs and engagement duration are most vital. Programmatic native campaigns are perfect for great brand storytelling and case studies, where compelling imagery and journalistic styling can help grab and hold the attention of potential customers.

Stronger ad performance

With programmatic targeting, brands and agencies can specify who they want to see the presented native content, a process that is refined further over days and weeks with AI and continued manual oversight of day-to-day campaign performance. Programmatic native ads put the control of who, where, and when to present the brand stories in a manner that grows more impression-efficient by the day.?

A key part of your first party strategy shift

With Google Chrome and other browsers moving away from third party cookies, marketers are aggressively shifting to smart first-party strategies. Using first-party data, behavioral targeting is replaced by contextual targeting, delivering content to readers based on what they’re actively looking at on a targeted website, without third party tracking. DML’s in-feed brand content platform was designed for this transition, leveraging targeted websites’ first party data for premium relevance and engagement.

Are you looking to leverage new first party solutions for your brand content marketing strategy at scale? If so, contact Distributed Media Lab today for a demo or to learn more about how DML can help deliver your brand messaging more efficiently.