Native advertising is in demand, and provides publishers and brands who monetize their audiences with an opportunity to increase CPMs, while protecting their user’s experience. We have seen and heard the desire for innovative native advertising opportunities in the email channel from our clients, and are excited to announce our new native ad unit — the Recommendation Widget.
Publishers and brands can now drive native ad revenue within the email channel, the same way they do on the web.
Native with People-Based Targeting
Native advertising has been called the future of digital media as it increases user engagement, combats ad blocking, and improves campaign performance. LiveIntent takes native to the next level by enabling publishers and brands to couple native ad formats with People-based Marketing opportunities.
At the core of LiveIntent’s identity graph is the email address, which is a common people-based identifier. In other words, it is a deterministic ID that is tied to a real person, and enables marketers to target known users across channels and devices. By wielding the power of the identity graph, marketers can target their audience segments with far more relevant native ads as they move between channels and devices.
Publishers and brands can improve monetization by leveraging the identity graph to offer People-based Marketing, along with innovative native opportunities in the engaging email channel. Marketers will pay a premium to reach loyal email subscribers with tailored content recommendations, on whatever device they are using.
Driving Incremental Revenue
Implementing the Native: Recommendation Widget in email newsletter templates drives improved CPMs, as well as incremental revenue from the email channel.
DailySale, an e-commerce deals site, was seeking innovative opportunities to increase monetization from its email newsletter audience. The company participated in the beta test of LiveIntent’s Native: Recommendation Widget, and saw a 26% increase in revenue stemming from the email channel.
“We are always looking for ways to improve our email monetization. We were able to easily add LiveIntent’s Native: Recommendation Widget to our existing templates, without removing anything, and we did not see a decline in our email metrics or sales,” said Jay Hofstatter, President, DailySale. “The incremental revenue we have seen since implementation has been fantastic.”
Reducing the Complexity of Native
Many publishers and brands have experimented with placing custom native ad units across their inventory. However, this has required countless hours of creative work and manual coding.
LiveIntent’s Native: Recommendation Widget can be simply activated by placing the ‘LiveTag’ (our ad tag) within the email newsletter template. Based on learnings from our beta program, we recommend placing the tag for this widget higher up in the template, and surrounded by content,or optimal performance. Once the tag has been placed and a test email has been sent, a brand is turned live and begins monetizing immediately.
Advertisers provide components that make up their ads (image, headline, etc.) and we automatically compile the creative from these components. We are working with partners to provide the content recommendations, and this ad unit has a 100% fill rate.
Scaling Across Screens
LiveIntent supports native creatives that scale and adapt to different newsletter formats on different screens. The Native: Recommendation Widget’s responsive design optimizes the unit from a 4×1 to a 2×2 depending on the environment and screen.
Preserving the User Experience
Publishers and brands can rest assured that only content recommendations from tier one advertisers will appear in the Native: Recommendation Widget. All content is manually reviewed and categorized by an actual person. Ads are not permitted if they are misleading or illegal, mean spirited, negative, gossip-oriented, sexual, or offensive. If brand safety is still a concern for clients, we are also able to customize a block list on behalf of the publisher.
We understand that it is important for publishers and brands to maintain their editorial integrity and to clearly distinguish between editorial content and content paid for by an advertiser. The Native: Recommendation Widget is clearly marked as ‘sponsored content’, and adheres to DAA guidelines for the AdChoices program.
Learn More
Contact us to learn more about the Native: Recommendation Widget and how you can get started.
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