Native Advertising - Campaign Manager

GUIDE

• What Is Native Advertising
• Overview of Native Inventory
• Uploading Native Creative Assets
• Setting up a Native Ad Group
• Why Use Native Advertising
• Native Advertising Best Practices

What Is Native Advertising

Native advertising describes an advertising experience where branded messages fit seamlessly within their surrounding environment, engaging audiences rather than disrupting the user experience.

Blending advertisements into the main content of a web page makes native advertising a very seamless way to have customers interact with your content. Native advertisements have a different, less branded creative format, comprising an image, headline, short copy, and click-through URL. Even with these nuances, native advertisements are still bought and sold in a programmatic environment. 

Native advertising runs through Choozle as a creative format, and it can be paired with the same range of available targeting strategies in Choozle. Since native is designed to fit within the existing material of a publisher’s web page, consider a content-focused strategy leveraging blogs, articles, or white paper downloads to drive user engagement through the conversion funnel. This makes native a good tactic for demand generation in B2C campaigns with long sales cycles or B2B campaigns.

• Native Targeting Overview Document

Overview of Native Inventory

Choozle makes the inventory of more than 10 SSPs available when you establish a native ad group. Each inventory provider has specific sizes or device types available and constraints for layered functionality like viewability, UTM, or Javascript track. Please refer to the chart below for more details on the SSPs available for your campaign's tracking requirements or creative sizes.

Since native ads fit seamlessly within the user experience of the existing publisher's site, creatives are built to reflect certain aspect ratios, as the exact inventory dimensions will vary from publisher to publisher. 

The 1.91:1 aspect ratio is the most common, and we recommend building at least one image in the dimensions of 1200x627. Other common sizes include 1200x1200, 1000x750, 1200x800, and 1280x720.

Some supply providers also accept the addition of a logo to accompany the native image and copy. Logos can be uploaded with the native creative asset in the Creative Library with an aspect ratio of 1:1, and we accept dimensions of 128x128 or 200x200.

Uploading Native Creative Assets

Native advertising is a creative asset type that is comprised of text fields like the header or body copy and a creative asset. When a native advertisement is programmatically bought, the fields are placed in an ad unit stylized by the publisher that fits seamlessly into the context and design of the publisher’s website.

Please note that native assets files must be in either .jpg or .png file type. We are unable to run Native Video ads so please keep that in mind.

Upload your native assets in the Creative Asset Library. The more elements of the creative uploaded, the more pieces of inventory you can bid on.

Setting up a Native Ad Group

After your native creative assets are uploaded, you can add them to an ad group by following the steps below. 

1.  Select Native as the ad group creative type.
2. You will be able to review all approved native creatives that can be added to your ad group. 
3. Select a Geolocation. Geolocation is a required component of all campaigns within Choozle and is set at the ad group level. All countries, states/provinces/regions, and cities/DMAs are available directly within the Choozle platform. For more granular targeting, postal code lists can be created and uploaded into the platform for any country that has a uniform postal code system.
4. Select your targeting tactic or strategies. For more information on the different types of targeting tactics available and how to set them up, view the Knowledge Base article on Targeting Tactics.  Since native is creative, you can layer other targeting tactics to your ad group for refined targeting and maximum impact. Since native is a premium inventory type, there is less inventory available and, thus, should not have narrow targeting applied. A few examples of appropriate layering include:
• Data targeting: Use broader data segments (demographic or general interest) and larger first-party audiences.
• Geolocation targeting: Use nation, state, or city targeting.
• Keyword contextual targeting. Use large keyword lists or broad keywords.
• Categorical contextual targeting: Note that parent category targeting is available.
5. Additionally, If you are looking for a bit more control over where your native ads appear based on the site or publisher, you can apply native-specific PMP deals. For Native PMP deals, we have a pre-negotiated library for each partner that includes details on placement, demographic traits, and more. If you are using native PMP deals, we suggest that you do not layer additional targeting tactics (site, contextual targeting, etc.) with the exception of geolocation and basic data targeting within a Custom Audience over your private marketplace targeting. Adding more targeting tactics to your PMP-specific ad group will greatly impact the reach and performance. If you don't apply any PMP deals, you will be bidding on open marketplace native inventory, which is ideal if you are looking to keep CPMs low and have a broad audience. 
6. Review your advanced settings to make additional bid adjustments based on device types, fold placement, scheduling, and more. For more information on the different options available under advanced settings and how to set them up view the Knowledge Base article on Advanced Settings. 
7. Save ad group.

Once your native ad group is running, reporting will populate the dashboard, and native creative performance can be found in the creative tab of the detailed reports.

A content-focused creative type, native ad groups see an average click-through rate of 0.2% and should be optimized accordingly. 

A premium creative type, native CPMs range from $4-9 depending on the additional targeting layered.

Why Use Native Advertising

A creative format heavily tied to the context of the ad placement, using native creative is a great way to get your ad seen by the end consumer with timeliness. Additionally, given that native creative units are un-branded and copy-heavy relative to other formats, the units fit seamlessly with the format of the page on which it is shown and is a less-intrusive user experience.

Native Advertising Best Practices

• With less inventory available than other creative formats, the average CPM cost for a native advertisement is between $4 and $9, depending on the other targeting tactics layered.
• Due to the less-invasive nature of the creative format, native creative typically see a click-through rate two to three times that of display creative and should be optimized accordingly.
• Like other creative assets, upload a wide range of sizes and copy elements to expand the available inventory.