{"id":297015,"date":"2017-11-06T05:00:00","date_gmt":"2017-11-06T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/oath-native-advertising-headed\/"},"modified":"2025-05-21T07:28:59","modified_gmt":"2025-05-21T07:28:59","slug":"oath-native-advertising-headed","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/oath-native-advertising-headed\/","title":{"rendered":"Oath: What is Native Advertising and where is it headed?"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\">By\u00a0Jose Otavio Singer<br \/>\nVP, Product Management, Oath<\/span><\/span><\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is the first in a series on native advertising by Oath.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Native has transformed digital advertising. But what is native advertising exactly? At its simplest, native ads are a form of paid media where the advertising experience follows the form and function of the user experience in which it\u2019s placed.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For example, the standard native ad unit features an image and message and lives within a stream of editorial content.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">A recent eMarketer <\/span><span style=\"font-weight: 400;\">forecast<\/span><span style=\"font-weight: 400;\"> notes that publisher demand of higher-value, mobile-friendly inventory, coupled with advertiser demand for more engaging, less intrusive ad units, will drive US native digital display ad spending to increase by 27.9% in 2018 to $28.2B.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketers increasingly rely on native advertising as it has proven to perform stronger than traditional display ads at building trust and driving engagement with potential new customers. <\/span><a href=\"http:\/\/www.businessinsider.com\/premium-native-ads-see-higher-engagement-that-traditional-display-2016-4\"><span style=\"font-weight: 400;\">Studies<\/span><\/a><span style=\"font-weight: 400;\"> have shown average click-through rates 4X higher for premium native ads versus non-native display ads on mobile devices.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why the drastic improvement in performance? At Oath, it comes down to targeting and context. Native ads appear in a range of environments according to each user\u2019s unique online experience, whether it involves checking news on Huffington Post, catching up on email through Yahoo Mail, or staying in the social loop on Tumblr.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As mobile content experiences continue to evolve, native ad formats need to follow suit. Here are just a few examples of innovative native ad formats delivered by <\/span><a href=\"https:\/\/www.oath.com\/\"><span style=\"font-weight: 400;\">Oath<\/span><\/a><span style=\"font-weight: 400;\"> through Yahoo Gemini:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Native Slideshow ads<\/strong> take multiple images and messages and then effortlessly stitch them together in a single video ad.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Native Carousel ads<\/strong> allow users to swipe through multiple images, with clicks on the images leading to different landing experiences if the advertiser chooses.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Native Mails Ads<\/strong> appear alongside other emails in Yahoo Mail. Users can read, forward, or save Mail Ads just as they would do with emails.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">When native ads &#8211; served in the right context &#8211; are combined with powerful data insights and intent signals, the result is a highly effective mode of communicating with your best potential customers in a non-intrusive way.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Oath offers multiple methods to buy native advertising. Yahoo Gemini serves over two billion native ad impressions daily across Yahoo and AOL properties, as well as curated third party supply. Advertisers can also buy native via the company\u2019s programmatic offerings.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To learn more about Yahoo Gemini, visit <\/span><a href=\"https:\/\/gemini.yahoo.com\/advertiser\/home\"><span style=\"font-weight: 400;\">Gemini.Yahoo.com<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is the first in a series on native advertising by Oath.<\/p>\n<p>Native has transformed digital advertising. But what is native advertising exactly? At its simplest, native ads are a form of paid media where the advertising experience follows the form and function of the user experience in which it\u2019s placed.<\/p>\n","protected":false},"author":1,"featured_media":297016,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[209,211,216],"tags":[],"class_list":["post-297015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-channels-apac","category-mobile-in-app-apac","category-resources-apac"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Oath: What is Native Advertising and where is it headed? - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/oath-native-advertising-headed\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Oath: What is Native Advertising and where is it headed?\" \/>\n<meta property=\"og:description\" content=\"This is the first in a series on native advertising by Oath. 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