{"id":151,"date":"2015-03-25T16:46:46","date_gmt":"2015-03-25T16:46:46","guid":{"rendered":"http:\/\/www.nativeadbuzz.com\/blog\/?p=151"},"modified":"2020-09-11T08:06:15","modified_gmt":"2020-09-11T08:06:15","slug":"unstoppable-native-business-models","status":"publish","type":"post","link":"https:\/\/www.nativeadbuzz.com\/blog\/unstoppable-native-business-models\/","title":{"rendered":"Unstoppable Native Business models"},"content":{"rendered":"

\"build<\/a><\/p>\n

Hey there,<\/p>\n

Last time we focussed on\u00a0how to build Low Effort Max Gain Native Ad Campaigns<\/a>\u00a0in 4 simple steps.\u00a0I\u00a0also made you a promise to discuss some of the other native ad\u00a0business models, which I’m going to keep now.<\/p>\n

Using\u00a0Native Ad Buzz<\/a>\u00a0I have identified case studies of three\u00a0different business models and analysed their structures. This is a useful way to get to grips with the the different methods\u00a0to\u00a0leverage native ads and\u00a0boost\u00a0your return on investment.<\/em><\/p>\n

The three models\u00a0we’ll look at are<\/p>\n

    \n
  1. Ad arbitrage<\/strong><\/li>\n
  2. Direct to sales website<\/strong><\/li>\n
  3. Ad to blog article with lead magnet and\u00a0submission form<\/strong><\/li>\n<\/ol>\n

    This list is in no way exhaustive, and clever marketers are always experimenting to develop new successful techniques in this fast moving industry. This is why it is so important to keep analysing the market and take advantage as the industry evolves.<\/p>\n

    #1 wowlot.com – Ad arbitrage<\/h2>\n

    These sites aim to leverage the difference between the cost of buying traffic from an ad network and selling it. They often provide shocking images or stories to attract viewers and then bombard them with adverts.<\/p>\n

    I found this example from wowlot.com. \u00a0The title “15 of the Rarest (and mind blowing) photographs in history” is exceptionally catchy using scarcity and curiosity as driving psychological factors. From a quick analysis of the ad we can see it has been active and running for more than 3 months with a fair bit of marketing spend, so it is likely very successful. Oddly enough this particular ad is\u00a0text-only, which is unusual, but it is a strong performer.<\/p>\n

    Being a news type article\u00a0it follows the form of many native ad publisher sites. This\u00a0means that viewers are anticipating the site\u00a0and are\u00a0less likely to bounce.<\/p>\n

     <\/p>\n

    \"Screen<\/p>\n

     <\/p>\n

    On the landing page we can see advertising surrounding the content, and that to access each new image requires loading a new page which also means new ads as well. This makes it more likely a viewer\u00a0may take an action and increases profits directly through a\u00a0CPM (Cost per thousand impressions) model.<\/p>\n

    The “next image” buttons are\u00a0difficult to immediately identify as there are some cleverly disguised\u00a0adverts presumably to drive accidental\u00a0actions.<\/p>\n

     <\/p>\n

    \"15<\/p>\n

     <\/p>\n

    The option to socially share this article on facebook creates\u00a0the potential for free\u00a0advertising. This type of content can often go viral which means a massive win for the advertiser for very little ad spend if it does.<\/p>\n

    The model requires new content\u00a0to be generated reasonably regularly, but\u00a0there is plenty of information on the internet and using marketing intelligence it is very easy to identify which articles have gone viral and use\u00a0them to form the basis of your own content.<\/p>\n

    This ad was seen on\u00a0taboola and outbrain ad networks where you can find many examples of the ad arbitrage business model.<\/p>\n

     <\/p>\n

    \"Screen<\/p>\n

     <\/p>\n

    \"Screen<\/p>\n

    <\/h2>\n

    #2 Harry’s – Direct to sales website<\/h2>\n

    Harry’s Razors are a\u00a0great\u00a0example of a successful web based subscription service, and they are often at the forefront of innovative marketing practices. In fact when they launched they built an email referral competition and collected more then 100, 000 emails in under a\u00a0week. They have apparently re-invented the razor and offer a monthly subscription service for shaving utensils and creams.<\/p>\n

    And guess what…they are successfully advertising on native ads as well. In fact the “direct to sales\u00a0website” model they are using is not a popular native one, but it is clearly working for them. As you can see, this particular ad has been running for more then 6\u00a0weeks and has been seen frequently across a wide selection of publisher sites.<\/p>\n

     <\/p>\n

    \"Screen<\/p>\n

     <\/p>\n

    \"Screen<\/p>\n

     <\/p>\n

    The Ad image itself is mysterious and combined with the title leaves a lot to the imagination, exciting curiosity. When following the ad the landing page is appropriate\u00a0and consistent with the ad.<\/p>\n

    The landing page they have chosen is the “”our\u00a0story” page on their website. It is very compelling bringing out the need for the product and the narrative behind its development with a singular clear call to action at the bottom of the page.<\/p>\n

    You have to get this\u00a0model right\u00a0as people can easily feel misled if they are taken through to sales content from a native ad, and equally if they are taken through to a thinly veiled advertorial.<\/p>\n

    Harry’s succeed as the content is relevant to the ad and they softly but clearly\u00a0lead people to a\u00a0choice<\/strong> of progressing with a “shop now” CTA\u00a0in the middle and bottom of the page.<\/p>\n

     <\/p>\n

    \"Our<\/p>\n

     <\/p>\n

    \u00a0#3 Hargreaves Lansdown- Ad to article with\u00a0lead magnet and submission form<\/h2>\n

    This is a great example of an established financial company using native advertising to start comuniation with leads and bring them into their funnel. The ad headline and image is consistent with what you might expect of a publishers content. The demographic of the ad would easily identify with the woman in the image, and the ad headline uses fear and avoidance as a motivating factor.<\/p>\n

    This ad has been seen for more then 10 weeks\u00a0across a wide selection of publisher sites and it has a strong strength score.<\/p>\n

     <\/p>\n

    \"Screen<\/p>\n

     <\/p>\n

    The image in the article is the same as the ad image which helps to\u00a0reduce viewer friction, the article itself delivers on the promise of the headline and the site appears credible.<\/p>\n

     <\/p>\n

    <\/p>\n

     <\/p>\n

    The copy\u00a0succeeds in providing incomplete value which motivates the viewer to engage with the company. The offer of a free factsheet explaining the changes in pension rules is useful to someone interested in this article. The call to action\u00a0appears 3 times as a banner image in the page.<\/p>\n

     <\/p>\n

    \"Screen<\/p>\n

     <\/p>\n

    Following this call to action\u00a0takes you to a lead magnet form where you can download the fact sheet in exchange for your details. Surrounding this form are\u00a0medals of association to build authority and a testimonial to build social proof. These factors are intended to influence you should you have any second thoughts about the exchange. This factsheet represents value that the company is offering you in exchange for your details. The success of lead magnets\u00a0depends on the perceived value of the exchange and the lead magnet itself.<\/p>\n

     <\/p>\n

    \"Screen<\/p>\n

     <\/p>\n

    There is one thing I would be interested to test. There are multiple links and calls to action throughout the copy other than\u00a0the main one.<\/p>\n

     <\/p>\n

    \"Screen<\/p>\n

     <\/p>\n

    Although these do link to\u00a0useful tools and lead capture forms, the confusion they could cause may actually\u00a0reduce conversion.<\/p>\n

    All in all this is a nice example of the model\u00a0which provides plenty of value to the reader whilst also demonstrating the need and role of the company. The intended purpose is aimed\u00a0at starting a conversation as opposed to\u00a0pushing a hard sale. This approach\u00a0lends itself well to native advertising.<\/p>\n

    <\/h2>\n

    In conclusion<\/h2>\n

    Wow, well off with our detailed analyst heads…phew…useful but kinda intense:)<\/p>\n

    Here we have dissected and analysed 3 successful native advertising business models\u00a0from intelligence collected using Native Ad Buzz. Have a play around and see which models are most attractive or would work best for you. There are many many more models and new ones are being created every day as clever marketers develop ideas to leverage the native advertising platform.<\/p>\n

    If you haven’t yet realised the valuable information contained above a second read usually helps, and when you notice you are ready click the link to try\u00a0Native Ad Buzz<\/a>\u00a0<\/strong>for 7 days at\u00a0only $7<\/strong><\/span> and continue\u00a0on your way to UNSTOPPABLE NATIVE AD CAMPAIGNS.<\/p>\n

    \"build<\/a><\/p>\n

    Updated 09\/10\/2020<\/p>\n","protected":false},"excerpt":{"rendered":"

    Hey there, Last time we focussed on\u00a0how to build Low Effort Max Gain Native Ad Campaigns\u00a0in 4 simple steps.\u00a0I\u00a0also made you a promise to discuss some of the other native ad\u00a0business models, which I’m going to keep now. Using\u00a0Native Ad Buzz\u00a0I have identified case studies of three\u00a0different business models and analysed their structures. This is […]<\/p>\n","protected":false},"author":2,"featured_media":229,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-151","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-info"],"jetpack_featured_media_url":"https:\/\/www.nativeadbuzz.com\/blog\/wp-content\/uploads\/2015\/03\/Screen-Shot-2015-03-26-at-22.39.27-e1427792843443.png","_links":{"self":[{"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/posts\/151","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/comments?post=151"}],"version-history":[{"count":59,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/posts\/151\/revisions"}],"predecessor-version":[{"id":3920,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/posts\/151\/revisions\/3920"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/media\/229"}],"wp:attachment":[{"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/media?parent=151"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/categories?post=151"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.nativeadbuzz.com\/blog\/wp-json\/wp\/v2\/tags?post=151"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}