NATIVE ADVERTIS-ING ON THE VISU-AL WEB

A PRIMER FOR MARKETERS

Contents

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1

Native Advertising

'HȴQHG��$JDLQ�It’s one of the hottest buzzwords in

marketing, but what exactly does

native mean? Is it a sponsorship?

An advertorial? Branded content?

At its core, native is about

advertising that aligns itself

stylistically with the content of its

host publication: it’s commercial

content that is native to its editorial

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However, depending on those

surroundings and on the context in

which it appears, it can take many

forms:

Editorial Native

Appears in a similar style and

content to the articles that

surround it

Social Native

Advertising that is within the user’s

social feed

Display Native

Integrated content within an

advertiser’s display unit

:KLOH�WKHVH�DSSURDFKHV�DOO�GLHU�in execution and strategy, they

share one important element: they

leverage big, beautiful images.

The Web is becoming a more visual

medium. Adoption of new devices

and technology are creating a

world where videos and photos are

more widely shared than they have

have ever been. Marketers are

primed to take advantage of visual

storytelling.

#nativeadvertising

27 MILLION

pieces of content shared daily*

*Nielsen, 6/13

2

A Picture is Worth a

Thousand Words

While content has become a

strategic weapon in the battle for

customer attention, the brands

who know how to tell visual stories

are the ones who will stand apart.

Consumers have a visceral

connection to pictures. For

marketers, focusing a majority of

the creative on an image alone

makes it feel less like an ad and

more like an experience. The

image sells itself.

ȏ� 90% of the information sent to

the brain is visual*

ȏ� The brain can process images

seen for just 13 milliseconds**

ȏ� Images are processed 60,000

times faster than text*

#visualweb

67%

say the quality of a product

image is “very important” in

selecting and purchasing a

product***

*3M Consumer Study, 9/13

**MIT Journal, 1/14

**MDG Advertising Study, 8/13

3

While images will be the driving

force behind increasing consumer

engagement, the context that

image lives within is key.

ȏ� A site and its native ad should

appeal to a like-minded

consumer and possess a

similar level of cultural cache

ȏ� The ad should provide value.

The image should entice the

user, but the message behind

it should be relevant to the site

the user is on

ȏ� The format of the ad should

feel like it is part of the page,

no matter what device it is

being viewed on

#beautifulads

25%

more likely for native ads to be

viewed by users vs. banners*

*ShareThrough Study, 9/13

Images in the Right

Context

4

Images that

Resonate

Understanding the who, what, when, where, why and

how people share content online should be a critical

insight for your brand. Not only does it inform your

tactical decisions for your advertising campaigns, it

predicts the future of overall marketing success as

consumer behavior is trending away from mainstream

DGYHUWLVLQJ�HHFWLYHQHVV�DQG�PRUH�WRZDUG�ZRUG�RI�mouth marketing, even online.

Therefore, it is important to identify exactly what

product images are being shared. By doing so, you’ll

be able to discover the images that engage audiences

so you can give your customers and prospects more of

what they want.

#visualweb

16 BILLION

images have been shared on

Instagram*

*Nielsen, 6/13

5

Forget responsive design. The key to winning the Internet will be how

TXLFNO\�DQG�HRUWOHVVO\�\RX�FDQ�FDVW�WKH�ZLGHVW�QHW�ZLWK�\RXU�FRQWHQW���7KDW�PHDQV�UHDFKLQJ�WKH�FXVWRPHU�VXUȴQJ�EORJV�RQ�KHU�GHVNWRS��while simultaneously engaging the user scrolling through news on his

smartphone – using the same, solitary piece of creative. That’s adaptive

content, and that’s the future of advertising.

#nativeadvertising

120%

more engagement for photo

posts vs. text-based posts*

*HubSpot Facebook Brand Study, 10/13

Stubborn banner unwilling to adapt to its surroundings. Yuck. Ahhh. That’s better. This ad plays nicely with others.

The Power of Adaptive

Content

6

The Result of

Enticing Imagery

The combination of leveraging highly compelling imagery coupled with premium integrated native placement

resulted in users expressing the massive probability of making a purchase.

#enticingimagery

* Vizu + Nielsen, Brand Lift Study 1/14

281%

lift in purchase intent for users

exposed to TripleLift ad vs.

those who were not**

control exposed

0%

5%

20%

15%

10%

4.5%

17.1%

7

Keep an Eye On Your

Images

#nativeadvertising

2X

More likes for photo updates vs

text on Facebook

TripleLift has run successful image-driven native campaigns for Fortune

1000 brands including Nissan, The Gap, Kohler, among others. Below is

a summary of some of the key things we’ve seen to ensure you drive the

most success from your advertising.

�< Images are the most important factor (over text) when trying to garner

shares to social media. Users like images that are product in action

rather than product in isolation when sharing these images

�< If sharing is the most important metric for a campaign, TripleLift found

that the right product/image can mean around a 130% lift in share

rate

�< Showroom images or images in the real world performed much better

than stock images when it relates to engagement rates. In some cases

we’ve seen CTR rates that are 15% higher when using showroom

images, producing 6% stronger mouse-over rates

�< The image and the title is the most important part of the ad; long body

text can often be ignored

* Hubspot, Facebook Brand Study, 10/13

8

Image-Driven Advertising

Built for the Visual Web

So what’s the key take-away? When seamlessly integrated alongside

relevant content, visual ads help drive interaction and engagement. As

the experts in delivering sponsored images, TripleLift can turn your drab,

native content into visually stimulating ads that will drive eye-opening

results.

ȏ� Your best content transforms into great, memorable experiences

ȏ� Image-driven advertising creates a better, more visual web for users

ȏ� Deliver integrated ads that consumers actually enjoy

#visualweb

15x

Increase in CTR for TripleLift

sponsored ads vs Banners

*TripleLift platform

NATIVE ADVERTIS-ING ON THE VISU-AL WEBTripleLift is the leading native advertising solution built for the visual web.

Leveraging pioneering ad and computer vision technology, TripleLift’s

platform is designed to instantaneously integrate a brand’s most engaging

imagery alongside contextually relevant content, across any device at

VFDOH��DQG�LV�WKH�ȴUVW�FRPSDQ\�WR�PDUU\�QDWLYH�ZLWK�SURJUDPPDWLF���7KH�

use of beautiful brand images has delivered meaningful interaction and

engagement for Fortune 1000 brands, agencies, and publishers.

10

TRIPLELIFT.COMINFO@TRIPLELIFT.COM