If you’re aren’t taking advantage of Native advertising already, we highly recommend you try it this year. For those that need more context on what Native advertising is, it’s basically the articles that are recommended for you on websites or search engines. They fit in seamlessly on whatever platform they are featured giving the sponsored ad credibility.
Two of the biggest Native advertising channels have plans to merge. Taboola and Outbrain each have over 1 billion monthly users. Their clients include CNBC, CNN, The Washington Post and the BBC. The hope from these firms is that the merger will give the Facebook / Google duopoly good competition (that we have all been hoping to see).
How have we been using this for our clients? We’ve seen success running Native advertising for clients that have a product or service that requires a bit more explanation/thought before purchasing. This includes products that are revolutionary/groundbreaking, ones that solve a complex problem, or service models that are unusual or unexpected.
We’ve positioned Taboola/Outbrain at the TOFu with a small budget and used it to test different potential audiences while feeding our retargeting funnel. It’s worked great for obtaining super cheap cold traffic.
If you need to get TOFu inexpensive traffic, we highly recommend exploring these channels. If you've never done native advertising - it’s time to start experimenting. Let us know how it goes!