New native Adsense ads (In-feed, In-article). The Ultimate Guide to Native Advertising in Mobile App Native adsense Blocks

Back to the Future, 1985. Universal Pictures.

Native, or natural, advertising (from the English. native advertising) - the way in which the advertiser attracts attention in the context of the site and the interests of the user. In the original, it should take into account all the features of the platform, not be identified as advertising and not cause rejection among the audience. Such advertising unobtrusively "waits" for the user where he himself is looking for interesting content. It is essentially like product placement: Think of Marty McFly running in Back to the Future Part 2 in Nike sneakers.

Therefore, the main advantage of native advertising is the ability to "jump" the mechanical barrier of perception (in other words, to overcome "banner blindness" if we talk about online), which does not allow users to even look in the direction of your ad, because they are simply tired of it.

Since the 1880s, American mass-market companies have sought to attract customers through advertising campaigns... Advertisements of that time in newspapers and magazines did not shine with originality, they mainly consisted of slogans-appeals and pictures with images of goods. Agencies understood that new types of advertising were needed to differentiate themselves from the crowd of such ads.

An excellent example of the native format of the time is the advertisement in The Furrow magazine. In his publication, John Deere (founder of Deere & Company) published feature articles about agriculture and various tips for farmers. In parallel, advertising blocks with information about agricultural products produced by Dira's company were placed on the pages of the magazine. Today Deer & Company continues the tradition of going online.

At the beginning and middle of the 20th century, with the development of radio and television, new formats of native advertising appeared. On the radio - sponsoring broadcasting of radio programs, sports matches with the addition of advertising blocks on the air. A prime example of native advertising on television was the broadcast of advertisements for Procter & Gamble products in serials that aired during the day and were later called "soap operas."

With the advent of the Internet, the world has turned upside down. Native advertising has evolved into search ads that directly link businesses to targeted customers on search engines. With the advent of digital media companies (such as BuzzFeed), the native advertising world has turned upside down once again. Such sites almost immediately refused to place banner ads and made the main bet on sponsored viral content, which helps partner brands to convey information about their products to the target audience in an unobtrusive form.

The definition of “native advertising” in today's digital context was first voiced by Fred Wilson at the 2011 Online Media, Marketing, and Advertising Conference. Traditional news sources - The New York Times, The Wall Street Journal, The Washington Post - eagerly picked up the new trend.

Curiously, in most cases, publishers claim to flag native ads, immediately letting the reader know what they are dealing with. However, a study published in June 2015 on Advertising Age showed that the most understandable and logical tagging for this case - “advertisement” - is usually not used. Instead, articles are labeled "sponsored", "promoted" or "presented by".

The IAB Native Advertising Playbook identifies six main interactive formats that are currently used in the native advertising industry:
- paid content that is displayed in the news feed - for example, on Facebook or Instagram;
- advertising in search engines;
- content recommendation blocks;
- announcements (direct advertising of goods and services);
- standard IAB advertising with native elements;
- other formats that cannot be included in the previous groups and are developed for each specific case separately.

When placed on open platforms, the content is promoted along with the site, with its assistance, and is not published anywhere else. Examples: Promoted Tweets on Twitter, Sponsored Stories on Facebook, TrueView Ads, and other types of YouTube video ads.

Open sites are distinguished by the fact that branded content and advertising messages are placed in the same social media and on the same platforms, the source of which is not the site, but a third-party resource from which the advertisement is broadcast.

In July 2017, Google AdSense launched three new native ad units for placement on partner sites. I am writing on the topic with a delay, but it is mythical, like the Sirin bird, since I had to check the effectiveness of advertising and then knock on the keys. Testing has passed, native ads got 5+ from me, from this stove and I will lead the dances.

Features of ads

Google announced three new formats, but in real life there are two of them, the third existed before, only had nothing to do with the native group. So, today you can use three blocks:

1. In-feed,
2. In-article,
3. Recommended content.

The first two announcements are pure novelties, and they needed testing. Feed and Article blocks are available to everyone, there are no recommended ads. On one blog I have the recommended content allowed, on the other not, the selection principles are vague, and they are not the point.

How are ads different? In-feed blocks are offered for placement in categories with a list of articles or products, but no one forbids sculpting them anywhere, taking into account the observance of the Google Adsense rules. The main advantage of Feeds is the ability to deeply customize your ads. You can change fonts, colors, sizes, features of photo output and much more in your account.

In-article ads are configured automatically for site design and created to be placed in content. More precisely, there are settings, but they are minimal. You can only change:

1. Title,
2. Description,

I took advantage of what I have and got respect. Be sure to keep the "Google Optimized Styles" checkbox on - it's a matter of seams without it.

Block efficiency

I chose this location on my blogs:

1. At the top of the In-feed page,
2. Under the text of the In-article,
3. Selectively within the text of the In-article.

The screenshot shows the effectiveness of ads for 28 days of placing new blocks. We are pleased with a 36% increase in CPC and a 61% increase in CPM. The numbers are serious. If you look at the blocks separately, I was especially pleased with the In-feed, which I placed at the top of the page. According to it, the efficiency is even higher by 5-10% compared to a standard responsive banner. I will explain this by the possibility of deep customization of the blocks and their advantageous appearance, in comparison with the classic banner.

Initially, I put Google Adsense blocks without changing the styles. The efficiency turned out to be so-so - the price went up, but the CTR remained practically unchanged. After that I changed the styles of the In-feed block and it was born. I also changed the color of the title and description in the In-article block and it also came out in the black.

Hence the conclusion - ads have shown excellent efficiency on two different blogs (construction site Stroyremontiruy and Zegeberg), but it is imperative to make edits to the design! With the default setting, there is practically no respect, an increase of 5-10% is not a serious thing.

1. In both ads, change the color of the ad titles below the site titles,
2. Save Google Optimized Styles,
3. Leave the default font color of the text,
4. In In-feed, change the outline of the button to the color of the site and keep the long title.

In short, customize the ad design to the style of the site as much as possible, take into account the tips above and you will be eating chocolate with a dessert spoon. Setting up native blocks will not take long, and you can be sure of increasing ad revenue.

Native advertising is one of the most promising formats for mobile app developers today. According to eMarketer's forecasts, budgets for it in 2017 will grow by 25%. This format is already offered by all major ad networks: Applovin, Avocarrot, Facebook, Flurry, myTarget, Pubnative, InnerActive, StartApp, Mopub and others. This means that developers should start thinking about how to use native advertising in their projects right now.

How is native advertising different from other ad formats?

Native ads are organically placed within the app and adapt to its design and context. It looks like part of an app, so it is more informative and generates a higher CTR. In addition, such ads cause much less annoyance to the user - the brain perceives it like any other content in the application and does not automatically block it, unlike annoying banners.

Native advertising in the VFeed app

The main advantage of this format is the ability to create an ad unit on your own. The developer himself configures the size, appearance and location of all fields in the ad. Its task is to adapt the design as much as possible and choose the right moment to display so that the ad becomes an appropriate part of the application.

Ad elements and parameters

Native advertising is not just a banner or video that appears in the application at the right time. In response to each request for advertising, we in Appodeal receive a specific set of data from the advertiser, which will then be displayed in the application in the order specified by the developer. Among such data are as obligatory and optional elements with their own restrictions.

1. Title- ad title, up to 25 characters (required)
2. Description - a story about the characteristics of a product or a description of the application's functions, up to 100 characters long.
3. Icon- application icon or company logo in size from 80 * 80 to 512 * 512 pixels *
4. Main image- the main picture with the image of the product or application, 1200 * 627 pixels.
5. Call-to-action (CTA)- a button with a call to action. The size of the button and the label on it can be anything (required).
6. Url to which the redirect goes from advertisements, - link to the advertised product or application (required).
7. Advertising tag- an element that clearly indicates that this is an advertisement. Appearance The element is defined by the developer of the application, for example, the tag Ads, Sponsored, Advertising, Promoted, or Recommended (required).
8. Content rating is the acceptable age of a product consumer (4+, 12+, 18+, etc.).
9. Star rating - the rating of the advertised application or product in the store (from one to five stars).
10. Some networks, such as Facebook, Avocarrot and Mopub, require the app to display the AdChoice badge on ads. It is transmitted by the network itself, but you will have to account for this element in the application.

* An advertisement can contain an icon and a main image at the same time, but at least one of these elements must be present.

Types of native ads

Suitable for different applications different types native advertising. The most common options today are Newsfeed (aka In-feed) and Content stream.

This type is ideal for news apps and blogs. Advertising is located in the feed among the usual blocks of content. It is sure to be labeled "Advertising" but does not spoil the user experience.

You've probably seen this option in social media apps or photo galleries - it's perfect for them. In addition, it is convenient to embed native video ads, which are more expensive and profitable for the developer, in the content stream.

Native video ads

If native advertising is the most fashionable of the formats, then native video is the trend among native placement. Compared to other formats, video gives a higher eCPM, although in general there are noticeably fewer such ads in ad networks.

A native video consists of the same fields as a standard native ad, only the Main image element is replaced with a video. When working with it, two specific parameters appear:

• Ability to skip ads- turns on 5 seconds after the start of the video.
• Mute function- the ability for the user to turn off the sound in the video.

In addition, we have an internal parameter Viewability: Display of any native ad is counted only if it was placed in the visible part of the application and the viewing lasted more than two seconds.

Example of native video integration from Appodea l

Android:
Appodeal.setAutoCacheNativeIcons (true); Appodeal.setAutoCacheNativeMedia (true); Appodeal.setNativeAdType (Native.NativeAdType.Video); NativeCallbacks getNativeCallback = new NativeCallbacks () (@Override public void onNativeLoaded (List list) () @Override public void onNativeFailedToLoad () () @Override public void onNativeShown (NativeAd nativeAd) () @Override public void onNativeClicked (NativeAd nativeAd) ()); Appodeal.setNativeCallbacks (getNativeCallback); Appodeal.cache (getActivity (), Appodeal.NATIVE, 10);
iOS:
ViewController.h @property (nonatomic, strong) APDNativeAdLoader * adLoader; @property (nonatomic, strong) APDMediaView * mediaView; ViewController.m @interface ViewController ()< APDNativeAdLoaderDelegate, APDMediaViewDelegate>… @End (void) viewDidLoad (… _adLoader =; _adLoader.delegate = self; [_adLoader loadAdWithType: APDNativeAdTypeAuto];) - (void) nativeAdLoader: (APDNativeAdLoader *) loader didLoadNativeAdam: (APDNativeAdLoader *) loader didLoadNativeAd: (APDNativeAdLoader *) loader didLoadNativeAd: (APDmDNativeView * : YOUR_NEEDED_FRAME;;;;; self.mediaView.delegate = self;) // media view callbacks - (void) mediaViewStartPlaying: (APDMediaView *) mediaView () - (void) mediaViewFinishPlaying: (APDMediaView *) mediaView videoWasSkipped: (BOOL ) wasSkipped () - (void) mediaView: (APDMediaView *) mediaView didPresentFullScreenView: (UIView *) presentedView () - (void) mediaViewDidDismissFullScreen: (APDMediaView *) mediaView () To check how native ads will look in your application, use our SDK test mode or cross-promo tools. In the first case, you will receive a test offer from Appodeal with native video and standard native advertising. In the second, you will build your own test ad as it should be in the app and run it using the direct campaign tool.

Appodeal tools let you experiment with ad types and combine video and static. For example, use the Content stream template, but instead of a large image, place a video or embed both standard native advertising and video, and in the application show the option for which the advertiser is currently giving the maximum price.

You shouldn't show more than one native ad on one screen of your app. In addition, we recommend embedding video ads no longer than 30 seconds, because users rarely watch long videos to the end.

The advantages of this format are precisely in its flexibility and limitless possibilities for adaptation - use them to their fullest potential.

Hello, friends. Today we will talk about the new ad formats in Google Adsense:

• In-feed ads
• Announcements in the article

New formats are native, which means they adapt taking into account the design of your site. These ads are aimed at monetizing the site by making a positive impression on the users.

They really harmoniously fit into the design of the site, have many settings that are easy to deal with even for a beginner. In-feed ads may generally be indistinguishable from site content, and in-article ads support Google's styling optimization that aims to improve performance.

The emergence of new ad formats is a consequence google work in the fight against low-quality ads. Only high quality content will be displayed in these ad units.

Benefits of in-feed ads

• User friendliness. In-feed ads make a good impression on your website visitors because they are designed in the same style as the main content and look natural.
• Income from new ad space. You can earn additional income from your resources by placing ads in your feeds.
• In-feed ads are great for mobile devices, allowing you to receive income from ad impressions on screens of any size.

Benefits of in-article ads

• Positive user experience. The ads in the articles use high-quality advertising materials that look good on the site and are liked by its visitors.
• Suitable format for mobile devices. In-article ads look great on small screens.
• Google Optimization... In-article ads are optimized to maximize ad performance.

Create and customize in-feed ads

A feed is a list of articles on the main page in categories, archives, product catalogs, and so on. These feeds should not be confused with RSS feed, also known as a feed.

• Log in to your Adsense account.
• In the menu on the left, select "My announcements".
• Press the button "+ New ad unit".

• Select ad unit type "Announcements infide« .

• Next, select the type of block display.

And start setting up the block:

• You need to determine the width of the container on the site,
• indicate the name of the block (with a reference point for the convenience of statistics),
• using the tools to set the desired styles.

Placement of the Announcement in the feed on the site

For these purposes, WordPress site owners can use the plugin or use my code:

/ * Feed blocks after 3,6,9 announcements on the main page * / add_action ("__ after_article", "adsense_fid"); function adsense_fid () (global $ wp_query; $ current_post_number = $ wp_query -> current_post + 1; // display the block just in home and if the post number is multiple of 3 if (! (is_home () && $ current_post_number% 3 = = 0)) return; echo " YOUR ADVERTISING CODE"; }

The code needs to be inserted into the functions.php file. Usually at the end of this file. Ad units will appear after 3,6,9 ... paragraphs.

By the same principle, you can create blocks for categories and archives.

Creating and setting up ads in an article

This block contains a minimum of settings, you just need to assign a name and make the initial settings for the styles. In the future, the system will adapt the styles to improve efficiency.

To create this type of ad you need:

• Log in to your Adsense account.
• In the menu on the left, select "My announcements".
• Press the button "+ New ad unit".
• Select ad unit type "Announcements in the article".
• Assign a name to the block and set the required style settings.
• Press the button "Save and Retrieve Code".

Placing an Announcement in an article on the site

To place a block in an article, you can use methods 2 and 3 from those proposed in this or the Ad Inserter plugin, the link to which I gave above.

I used the plugin, because finding the best place will still have to work, and using the plugin it is much faster and more convenient.

The block is displayed after 2 paragraphs, but if there is an image, quote or heading there, then the block is shifted 1 paragraph after these elements.

Video tutorial on the new Google Adsense ad unit formats

Friends, that's all for me today. Wish you Have a good mood and stable income on your sites.

Best regards, Maxim Zaitsev