Why native ads? Native ads can be defined as ad units that fit into the look and feel of the publisher website. The word ‘native’ refers to the ad fitting natively into the site.
Examples of native ads: advertisement posts in your Facebook feed; the first few ‘sponsored’ results on a Search Engine Results Page (SERP); the ‘recommended for you’ section at the bottom of the article you are reading. Native ads are integrated seamlessly within the platform. Over the course of this blog post, I will delve into this question and make a clear case for native ad implementation.
The State Of Online ADS
Publishers and advertisers have seen a decline in user engagement with display banner ads. Users are failing to ‘see’ and react to these ad units and click-through rates are falling. The entire media industry is feeling the sting as advertisers are seeing a decline in their campaign metrics and are paying less for these ads; publisher revenues are taking a hit.
As the results of these ads become less and less impressive, publishers and advertisers naturally try other ad units to generate revenue- they use more aggressive ad units such as pop-ups and plasma banners, which come with the unpleasant side effect of interfering with the user experience.
Too many of these types of ads are contributing to the expansion of ad blocking. Why? Because quite simply, users do not want to see them. The media is going crazy with ad blocking stories at the moment as these display ads are damaging the user experience.
Finding The Right Solution
There is a clear need for a different ad solution to enable brands to engage with their users and not send them away with an unpleasant experience. Publishers yearn for user engagement and the ability to monetize from it.
Matching the look and feel of the host site is all well and good, but in reality, it’s only half the battle.
Ads need to be relevant or else they will not be effective. Ads need to be in line with searches conducted by the user, keywords, content of the actual articles/page, the location of the user, their browsing history and more. Many solutions fall short of the mark- they hit one target but not the other. CodeFuel has stepped in to deliver both.
CodeFuel & Native ADS
CodeFuel’s mission is simple- to deliver a native ad solution that compliments the user’s experience and journey. To serve highly targeted ads in a way that do not interfere with the UX, which will in turn will generate revenue for the content publisher. Our engagement solutions are implemented within the publisher page with a simple line of code, and are able to capture the intent of the user and the context of the article they are reading.
Ads delivered within the CodeFuel line of products are natively designed and offer a smooth integration with better results for advertisers and publishers on both mobile web and desktop. The solutions have proven to keep users on site for longer and to increase publisher revenues in the process. Check out codefuel.com to learn more on native ads and what they can do for the content publisher.
Whether you’re a content publisher or not, it’s imperative to have a clear understanding of what’s going on in your market. And even more importantly, you need to understand the future trends of the industry. The content publisher faces extraordinary challenges in this day and age- it’s my job, and CodeFuel’s job to address these in intuitive ways- to solve publisher problems.
Publisher Problems
Publishers constantly have to reevaluate their strategy and business model in order to remain at the forefront of user engagement and content monetization. There is indeed a constant battle between these two elements, particularly in the realm of ads.
Generally speaking, when ads are becoming more and more of a commodity, prices tend to erode. Therefore, in order to increase or even maintain revenue made through ads, there is a need to find ways to increase viewability or add additional monetization sockets to existing ad materials.
Sounds easy enough, right? Wrong. This area is a minefield – loaded with potential explosives which can destroy your user experience or monetizing potential.
Can You Monetize Too Much?
You want to monetize your online assets with ads- but how many different solutions can you implement before they weigh down your site? Is one tool cannibalizing the other? Why can’t publishers balance all those separate tools into one orchestrated solution? We’re witnessing a lot of publishers overcrowding their sites with various intrusive tools which result in driving users away. They choose monetization over engagement and are paying the price.
Content Publishing Main Goals
The main goal of a content publisher is it to maximize revenue while maintaining a great user experience – giving the end user a strong UX. Another primary goal is to keep up with the latest trends of the ad tech industry.
“There is a technology battle out there – the publishers are getting left behind.”
Industry Challenges
Mobile ads: We’re witnessing so many changes in the market these last couple of years. We’re in a mobile-first world, this is an excellent thing for the end user, but can be slightly problematic for the publisher who needs to monetize mobile screens. The UX is different, real estate is limited alongside the number and types of ads that are able to be served.
Programmatic ads: Publishers know their brand and audience better than any other party. With programmatic advertising, the direct communication between the publisher and his end user changes, and not necessarily for the better. Without the right targeting, publishers hit users with irrelevant ads which in turn damage the UX.
One Solution Needed
The CodeFuel goal is to help publishers balance between monetization and engagement.
CodeFuel spend a lot of time and allocate substantial resources to understand publishers and THEIR end users.
We study their needs, their challenges and behaviors – And we make it our business to know exactly what keeps them up at night. We improve the UX and increase the user engagement in order to also grow potential revenues.
We develop holistic solutions. Not just sporadic tools and have the unique ability to look at the entire site – as a whole. When you have the holistic view of a site, you have the ability to solve core challenges not just local symptoms.
The market today is indeed crowded with many technical solutions for publishers, CodeFuel remain unique, tackling all publisher pains in one swoop.
The online world has so much potential for delivering incredible content to the end user. It’s essential that this information remains free from distraction by whatever means necessary- keeping the internet free, clean and valuable.
Why The Attack?
In order for great content to remain free and accessible to the end user, the right ad ecosystem needs to be in place. Content publishers need to earn revenue from their content, but they need to do this in the right way- not attack the user with ads that have no interest and pop-ups that damage the user experience.
Sadly, the web is bombarded with unnecessary distractions. Some even argue that the ecosystem is broken- there are too many content publishers longing for revenue that they try to gather it at the expense of the user and his experience with the content and its surroundings. The balance between user engagement and content monetization is critical – if the focus is too strong on monetization, UX will suffer, and vice versa.
How To Engage & Earn Successfully
The solution here is to sustain this delicate balance, keep users engaged with the content/ the host environment and also to generate significant revenues in the process. Employing the right solution is key- and this is where CodeFuel comes in.
CodeFuel has created a solution platform keeping content free with intelligent and intuitive solutions. It has been designed with the end user in mind to keep him or her on site for longer and to also have the content publisher earning in the process. One of our solutions focuses on internal search- when the end user types into the internal search box, he gets beautifully layered and intelligently generated results including internal content, web results, sponsored contents, and targeted ads in various formats.
There are many different tools trying to bring one-time solutions, but publishers really need something more comprehensive covering multiple aspects such as user experience, monetization, engagement, viability, analytics and many more all at once. CodeFuel is aiming to help the publishers cope with this challenge.
The Right Tech
Technology plays a significant part. The publishers need sustainable and comprehensive solutions where innovative technology is key for dealing with scale, big data, performance, contextualization and machine learning challenges. You won’t get far if you don’t have the right technology to support your solution.
We are creating a balance between engagement and monetization through technology and restoring calm to what many consider a sometimes chaotic ad ecosystem. Head to CodeFuel and learn more.
The ad blocker landscape has become a contentious battleground in recent years, as more and more users put them into use.
According to Pagefair, 16% of all users in the United States block ads, which represents a potentially significant loss in revenue for advertisers…up to $22 billion. That number is expected to double next year.
Apple Backs Blockers
Until recently, in the iOS store ad blockers could even be found in the top 10 list of downloads, which is a testament to their popularity among users. Though they have been pushed aside by other apps, this could be an indication that ad blockers are beginning to reach their saturation point with certain iOS users.
Ad blockers are still downloaded quite frequently on iOS devices, however. And the situation may only get worse if users continue to use content blockers in iOS 9, which recently began to support ad blockers. These ad blockers and content blockers also block analytics, which prevent users from being tracked.
Crystal and Purify Blocker are two of the most popular ad blockers in iOS. Both of these ad blockers also block analytics. Other iOS ad blockers that are seeing increasing numbers of downloads are Adamant, BlockBear, and 1Blocker, which has countless options, allowing users to filter everything from cookies to widgets to images.
Peace, created by Tumblr’s former CEO, was one of the most popular ad blocking apps in iOS. It climbed to the top of the charts in hours, but the creator pulled it soon afterwards. He wrote in a blog post that it “just doesn’t feel good” and that such unilateral blocking “hurt some, including many who don’t deserve the hit.”
With Apple holding such a large market share, we are looking at a large swath of ads that will go undelivered, as well as a data vacuum that can disrupt marketing analysis.
Popular Ad Blockers
By far, the most popular ad blocker is Adblock Plus.
According to the company that runs it, Eyeo, 60 million people use the blocker on a monthly basis. This ad blocker stops most ads in their tracks, allowing only a small number through that the company deems acceptable. To be allowed through Adblock’s “acceptable ads program,” companies need to pay a fee and meet Eyeo’s criteria for acceptability.
Adblock Plus is available as extensions for every major browser, from Firefox to Safari to Microsoft Edge. The company has even released a browser for tablets and smartphones, which, of course, blocks trackers and ads. It is available for both Android and iOS.
While Adblock Plus dominates the ad-blocker landscape, more are springing up every day.
Other popular ad blockers include:
uBlock Origin, which has grown almost 900% between last November and this August.
Adguard AdBlocker comes in next place, growing over 230% in the same time frame.
Ghostery is one of the most popular anti-tracking tools. This browser extension integrates with Firefox and other popular browsers to block and regulate trackers.
Disconnect, which claims over 10 million users, claims that trackers leave users vulnerable to hacking. The makers of the app also developed an anonymous search service, similar to DuckDuckGo or StartPage, which sends search queries to major search engines via an anonymous proxy.
There are countless other ad blockers and anti-tracking tools, ranging from the most basic to the most complex. Some block cookies completely or destroy them after individual sessions, while others give you minute control over every aspect of the browsing experience.
Google, for its part, is less supportive of ad blockers. In 2013, Adblock Plus was banned from Google Play, though it is still available as extensions for Firefox.
What Ad Blockers Mean for Advertisers
In general, there is a consensus that ad blockers damage the advertising economy. Marissa Mayer, the CEO of Yahoo, claimed that ad blockers “hurt the web experience” and that she tells her friends and family to uninstall them.
Most people who take this perspective feel that ads are the very reason people can enjoy the web for free. Without ads, content publishers would lose a major source of revenue and people would be unable to get great content for free. Facebook, Google, Yahoo, and many other major content providers subsist on ads.
Others, however, feel that this view has a few flaws. According to a TechCrunch writer, “today’s advertising experience stinks.” But, for consumers, it’s more than that, “it’s about their online privacy.” He claims that the internet has always been free, and this perspective taken by advertisers and publishers denies what the consumers are saying: they aren’t happy with the experience of ads or the invasion of privacy.
So what’s the solution?
According to the same TechCrunch article, ad blockers themselves may bring that solution about: paid content. Google Contributor, for instance, is a micro-payment system that removes many ads from the browsing experience. The music industry eventually changed its tune, when it became clear that the digital world would require new monetization models.
Ad blockers have become a thorn in the side of many advertisers. And while the ad blocking landscape may bring about some changes in the way we pay for online content, it’s unlikely that advertising will every fade away. Ads have always been and always will be an integral part of the marketing economy.
Free pay-per-click trials are a great way to try out a PPC advertising program, but are they worth it? After all, eventually you will be paying for the service.
Let’s see how free pay-per-click trials stack up against revenue-sharing ad programs, which usually involve no up-front costs, but split the advertising revenue with you.
Pay-Per-Click Trials: Pros and Cons
First, let’s take a quick look at some pay-per-click trials pros and cons.
On the upside…
Free trials are free. Enough said. Free trials don’t cost a penny, and you won’t pay anything if you decide not to continue the membership.
You can see what the premium program is like. Advertising companies know how important it is to provide immediate value to their customers, so that’s what they do. A free trial lets you see what you will be dealing with.
Compare, contrast, save. You can try free trials one after another until you find the one you are satisfied with. Of course, always make sure you are fully cancelled out of any obligations, so you don’t “accidentally” get stuck with a membership fee.
These pros paint free trials in a pretty good light, right?
However…
The free trials don’t give a big picture. You want to know what your marketing ROI will be, how easy your campaigns will be to manage, and so forth. Free trials that are 15 or 30 days won’t give you much information in that regard.
They are designed to give you a taste – and just a taste – of what the programs are made of, but you won’t know how effective they are for your budget. A free trial just doesn’t give you an idea of your potential ROI: you have to stay on board to find that out.
Free trials aren’t really free in the end. A free trial is simply a technique to get you to buy into a subscription. Unlike freemium models, which often allow you to coast along for free as long as you like, free trials are specifically designed for the upsell.
Many free trials require you to sign up for a program, which means you’ve got to force a cancellation in order to opt out.
If you sign up, you often feel locked in and committed. Once you’ve signed up and jumped on board for the paid program, you’re “locked in,” at least to a certain extent. This simple psychological mindset is often enough to prevent you from branching out and testing other programs.
Revenue-Sharing: Pros and Cons
Revenue-sharing programs are usually free. Advertising companies make their money by splitting advertising revenue with you, rather than through monthly or yearly fees.
Here are a few of the upsides to revenue-sharing programs…
Revenue-sharing options are also free. The best revenue-sharing programs are run by industry-leading advertising companies such as CodeFuel, which charge no up-front fees and have no hidden costs. Unlike free trials, you don’t have to worry about upsells or minimum monthly payments.
You can get started quickly with the full tool set. Revenue-sharing programs let you get up and running in no time with the full version of the program – no “premium” features or locked functions. Usually, this simply means copying and pasting some code into your app, software, extension, or website, then checking the analytics software.
More volume makes up for the revenue split. With more tools immediately at your disposal, you’ve got access to more promotion and monetization tools. Why do you get more volume? Simple: more partners, advertisers, and publishers choose to work with programs that don’t have up-front fees. This means more resources are devoted to the network’s development.
The revenue-sharing model doesn’t sound too bad either.
However…
You pay for the advertising tools with shared revenue instead of a membership fee. Rather than paying for a set membership fee, you’re splitting ad revenue with the ad network. Depending on how much money you earn per month, this amount can be higher than other membership fees. If your income is low, then these fees will be low, but if your revenue is higher, then these fees will be higher.
This particular point is one reason many developers hesitate when it comes to revenue-sharing advertising programs. But there is another way of looking at it: higher earners are reinvesting higher amounts into the further research and development of these same advertising tools.
Programs with set fees also have a set revenue stream, based solely on the amount garnered from members. This means that they have more limited funds to invest in their advertising tools. Perhaps this is one reason why certain revenue-sharing programs have such good tools to offer.
Both types of programs have their pros and cons. But in many cases, revenue-sharing PPC programs offer the better end of the deal, in terms of program quality, traffic volume, and monetization potential.
Software advertising is a useful tool for developers who want to both promote and monetize their software. Software marketing isn’t rocket science, but it does take a bit of planning, a bit of finesse, and a bit of common sense.
Here are 11 software advertising tips that can help you improve your bottom line and extend your reach.
1. Map Your Niche, Then Your Conversion Funnel
Every niche is unique, and has its own proclivities towards certain online media channels, social media networks, websites, and so forth. A decent map of your niche will give you the ability to construct a conversion funnel that isn’t just based on guesswork – it will be based on solid data.
2. Trust the Numbers, Not Your Team
Everyone on the team has an opinion and a bias. What you or anyone else on your team thinks may work for an ad campaign isn’t necessarily the best solution, yet political struggles can often divide a company. Often, when these opinions are stacked against the numbers, it appears that no one is right.
Whether you’re making decisions about advertising, marketing, or user interface design, use analytics and user testing to help find out the real answer. This way you can move on to more important things.
3. Test Something New Every Few Months
The curve is always changing, so keeping up with the curve requires constant evolution on your part. Always research the latest advertising trends, <a “=”” target=”_blank” rel=”noopener noreferrer”>monetization platforms, and marketing news.
Stay up-to-date with the latest trends and test them out. Even if a trend turns out to be a fad, a side test on a side product never hurt anyone. Everything you learn can help you make smarter decisions down the road.
4. Personalize Based on User Data
Whether you’re developing an app, an extension, or a desktop program, you have the potential to gather user data. This data keeps you up-to-speed on what users want, which allows you to personalize, among other things, two important aspects of your monetization strategy: your app and your advertising.
The more personal you make it, the more value you can deliver, and the more conversions you’ll make.
5. Get Familiar with the Advertising World
Learn what’s up and who’s who. Stay up to date with the latest news so you don’t get left behind when big changes take place. Keep up with monetization news and have relevant headlines delivered to your inbox every day.
6. Display Is on the Rise, So Use It
Display advertising is increasing year by year, and is set to overtake search ads in 2025. Highly specialized software advertising solutions such as DisplayFuel offer the best choice for developers: they bring in high quality, targeted users who convert and stick around.
7. Bundle
Bundling your software offers several promotional benefits:
You can earn revenue from smaller code packages, such as extensions and plugins
You gain exposure to your partners’ audience pools
You can meet new people in your industry and form new alliances
Newer developers can gain experience and a foothold in their target niche
8. Promote with Software Advertising Platforms
Software advertising platforms, monetization platforms, and promotion platforms such as those offered by CodeFuel, allow you to manage your marketing efforts from a single place. This reduces your marketing expenditure, allows you to calculate your marketing ROI, and gives you the knowledge you need to optimize effectively.
9. Automate as Much as Reasonable
Automation is useful for the repetitive tasks that take up too much of your time, as well as the tasks that are just impossible for you to handle. Keeping up with the ever-changing marketing industry, for instance, is becoming more and more difficult as the advertising world continues to fragment and evolve.
Here are examples of tasks to automate:
Cross-posting the same content on your social media and blogs
Gathering data from the web or news outlets that is relevant to your industry
Real-time bidding
Campaign optimization
Avoid automating human interactions and over-automating customer service, which can appear artificial.
10. Monitor the Competition
If you’re a large business, then you may want to consider investing in competitive intelligence tools. But even if you’re a freelance developer or a small company, it pays to track your competition day in and day out.
Use automated data collection tools to track their movement online, so you can adapt your marketing and monetization strategy when they evolve theirs.
11. Try Out New Tech
Not only should you try out new advertising strategies and tools, you should also try out new technology. Every learning experience is an investment, which can always pay off in dividends.
Study new devices, experiment with the analytics and data they offer advertisers, and test your software advertising strategies in these new mediums.
Whether you’re just starting out in the software advertising world or whether you have years of experience, these simple tips will help keep you on top of your game so the competition doesn’t get ahead.
