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Native tactics are simple ways to grow the value and scale of your native content campaigns.
In this blog series, we’ll be featuring tactics that you may or may not currently have in your arsenal, but most definitely should.
Over time, this blog series will feature a bunch of great tactics that you and your team should be utilizing – find them here…
#4 Programmatic Direct Native Advertising
Over the last couple of years, digital advertising buyers have had to face issues around viewability, engagement and at times, even fraud. Unfortunately, these topics are also prevalent when talking about content discovery platforms and content recommendation engines.
There’s a simple way around this – you buy direct.
Key benefits of buying programmatic direct…
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- Guaranteed inventory: the publisher is contracted to deliver the impressions stated on the signed insertion order, which means that you as an advertiser, know exactly what’s running at any given time.
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- 1st party targeting and/or exclusive inventory: Some publishers do not release certain inventory or 1st party data to outside companies, including ad networks, DSPs and other programmatic platforms. While this is a small percentage of inventory and targeting, there are several cases where this inventory could be extremely advantageous for an advertiser to utilize. And the only way to do that is through a programmatic direct buy.
- Non-obtrusive & high-quality: the best publisher direct content is produced with the same quality standards as everything else created and curated on their site, which is made possible by adhering to strict content guidelines. Good content is good content, and as long as the content is clearly labeled as sponsored, it won’t be as obtrusive as other ad-buying formats.
Buying publisher direct native advertising does require human negotiations, RFP’s, as well as manual insertion orders with your desired publisher.
Here are a few top publisher branded content studios, that can help you make your content ideas a reality:
- Atlantic Re-think
- T-Brand Studio
- HuffPost Partner Studio
- BBC Storyworks
- BuzzFeed Advertise
- Business Insider
Anyone would agree that in an ideal world, programmatic would be exclusively utilized to allow for the most advanced targeting and real-time optimization. But the reality is that there are still benefits to doing direct programmatic buys in some situations, due to the many issues associated with programmatic buys.
Buying direct can be a great tactic to throw into the native advertising mix.
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