Verizon Media: Engage buyers with native advertising

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According to Enders Analysis’ report “Native Advertising in Europe to 2020”, spending on native advertising is expected to increase by 144% in the UK, 167% in France and 240% in Germany by 2020. Brands are becoming adept at this advertising format and are gradually turning to specialized players in this field, such as Verizon Media, one of the world’s leading digital and mobile companies.

What is native advertising?

Native advertising is an advertising format that aims to improve internet users’ browsing experience by integrating sponsored messages which replicate a website’s look and the theme of the editorial content consulted by the user. Native advertising is considered as a form of content for 4 out of 5 consumers and perfectly complements traditional digital advertising, by offering users a new more content-oriented form of message.

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Verizon Media: an audience of 900 million consumers

Specializing in native advertising, Verizon Media (formerly Oath) allows brands to reach a wide audience of buyers during different times of online browsing and around the world (United States, Europe, etc.). In the form of an in-feed image or video, Verizon Media’s native ads are at the heart of the platform’s editorial sites (Yahoo, AOL, TechCrunch, HuffPost, etc.) and its partner publishers (upday for Samsung, Microsoft News, etc.).

To do this, the platform makes multiple premium formats available to advertisers according to their objectives: discovery, interaction, or even transaction with Dynamic Product Ads. This last format allows brands to give visibility to their products.

Dynamic Product Ads

Dynamic Product Ads are designed to get users to buy your products by offering them advertising content based on their buying experience. You will be able to automatically generate ads directly from your product catalogue which will then be displayed on mobile, desktop and in-app versions of Verizon Media’s advertising network.

To reach these buyers, Verizon Media provides advertisers two different targeting options: DPA Retargeting and DPA Prospecting.

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Dynamic Product Ads Retargeting

Retargeting ads‘ allow you to automatically promote your products/services on a large scale by broadcasting targeted ads based on consumers’ buying behaviour.

This dynamic retargeting therefore makes it possible to reach users who have already visited your site and consulted specific pages. According to Verizon Media, users exposed to DPA Retargeting are nine times more likely to convert than those exposed to traditional native ads.

Dynamic Product Ads Prospecting

Prospecting ads’, on the other hand, allow you to acquire new customers through the use of user data available within Verizon Media: search history, user email data, interactions with different product categories, etc. On the basis of this data, you can make your products/services known in a personalized way to the internet users that are most likely to buy your products. These ads have a click through rate (CTR) which is 49% higher than traditional native ads.

By offering a trusted environment and innovative formats, Verizon Media increases purchase intent by 16%. If you are interested in native advertising for e-commerce, this advertising format is now available on our platform! For more information, contact our teams. 

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Source: Verizon Media

Naomi Botting

Communications Project Manager - UK/NORDICS