For those familiar with the terms “programmatic” and “native,” the concept of “programmatic native” probably sounds counterintuitive at first. After all, the success of native advertising relies on its ability to mirror exactly the form and function of its host publisher, while programmatic refers to automated buying and selling of digital ads However, the merging of automation and customization is achievable, and the benefits of doing so can be huge. Programmatic native advertising applies real-time data to individual ads, ensuring that they are placed on relevant and appropriate sites that will enhance the consumer’s experience.

A conversion funnel is one of the most powerful tools at a content marketer’s disposal. Used in conjunction with buyer personas, conversion funnels create a reliable picture of how a customer feels at each stage of the buyer’s journey. Once a brand knows how their audience feels, it is possible to create content that the audience will care about.

A brand that can provide content that is relevant and interesting to its target audience at every step of the way increases the likelihood of a successful content marketing campaign, and thus a powerful native ad campaign. It is essential that content be mapped appropriately to a conversion funnel to increase the likelihood of the consumer moving to the next step in their journey.

When it comes to creating an effective native ad campaign strategy, there’s a lot to take into account. Who is the target demographic? What headlines and creative elements will draw them in? Will the ad blend suitably with publisher content? It can be overwhelming.

But undoubtedly the most important element to consider is the content that the consumer will be directed to after clicking the native ad. Campaign strategies that prioritize strong, shareable content are by far the most successful. Not all content is suitable to achieve native advertising goals. It can’t be too dry, or a blatant sales pitch, or somehow unaligned with the brand’s image; the list goes on.

Sometimes a native ad can fall flat. It might be that it doesn’t fit into the surrounding page content, and comes across as contrived. Or, it could be published alongside content that consumers consider inappropriate or off-limits, such as news content that is expected to remain neutral. 

If you’re confused by the term “native advertising,” well, you’re not alone. But you’re probably more familiar with the concept than you think. In fact, chances are you’ve witnessed some form of native advertising today. Native advertising can be an in-feed ads, an image tile within a recommedation widget, a suggested post on Facebook, sponsored content on a news site, or a promoted tweet on Twitter. Besides a small disclaimer, these ads usually blend almost seamlessly with the regular site content.