LIMASSOL, CYPRUS—TrafficStars has announced the creation of a "Native Ad" format which it will make available to all its advertisers and publishers. "Native Ads" are defined as ads delivered to consumers in a way that is consistent with the form, style and voice of the platform they appear on. Therefore, they are less disruptive to users while delivering a higher performance for advertisers.
TrafficStars views the adoption of Native Ads is a crucial step in implementing its philosophy that is in concert with the industry-wide shift towards less misleading advertising and the Better Ads Experience Program.
TrafficStars’ Native Ad format is a fully-responsive ad format, available through cost per click (CPC) and cost per thousand viewable impressions (CPMv) pricing models. Composed of an image, short description and brand name, it is intended to blend seamlessly into the publisher website’s content, as TrafficStars’ proprietary technology uses the website’s CSS to configure ads and prohibits any misleading or deceptive images. The technology also features an advanced algorithm which rotates campaigns within each widget according to their performances to continuously improve publisher revenues.
The format, which was beta-tested during December with partner website xHamster.com and other carefully selected publishers, has shown very promising results for both publishers and advertisers. The initial tests saw an eCPM increase of up to 50% during the period and advertisers were able to reach up to 10 times higher click-through rates (CTRs) in comparison with regular banner ad campaigns.
For advertisers, the format also represents increased possibilities of optimization, with three different elements to test and combine, and overall more qualified leads. Since native ads are more engaging and prohibit deceptive elements, users are more likely to click out of real interest in the ad.
TrafficStars’ CEO Geoffrey Bonnechère is confident of the rise of this ad format in the adult industry.
“Websites are becoming increasingly concerned with providing a better, uninterrupted experience to their users," he said. "Native Ads are one of the new ways we are supporting publishers while remaining compliant with the new advertising rules enforced by Google. That’s why we developed a technology capable of drawing from a website’s code to serve completely, seamlessly integrated ads and an actually native experience.
“In this conjuncture where global trends indicate an increase in digital advertising regulations and cross-device advertising becoming more important than ever, the introduction of Native Ads is a game-changing move to both advertisers and publishers. After a beta-testing period of this feature with our main partner, xHamster, and selected advertisers, we’re thrilled to make it openly available to all clients. But we’re not stopping here; we’re already working on more alternatives and ad formats which we’ll bring to you soon,” continued Bonnechère.
For more details about Native Ads with TrafficStars, publishers and advertisers can contact their assigned account managers or email [email protected].
