Opportunity

The pandemic has laid bare major consumer shifts in online behaviors — people spend exponentially more time online across a diverse set of sites. In fact, both e-commerce and digital ad spend are up, 46.5% and 5%, respectively. UK adults are also spending up to a quarter of their waking days on the internet.

Adjusting to this shift in behavior, The Attention Network (TAN) sought new strategies to scale the development and execution of branded content and increase engagement while maintaining their mission: to preserve, rather than interrupt, consumers’ digital experience.

Nativo has been a valuable partner for TAN; their continual innovation and support has been a critical component to our success over the last year. In fact, with the help of Nativo’s technology, we have seen a 39% growth in publisher sites added to our network and 24% growth in revenue in 2021.

- Adam Rock, Managing Director TAN Media

Problem

To support their 2021 initiatives, Nativo worked with TAN to implement new technologies that would solve two major pain points:

Building immersive content experiences

TAN leveraged the creative capabilities on the Nativo Ad Platform to build and scale immersive branded content. Using Design Blocks, the latest creative technology available on the Nativo Ad Platform, TAN created multiple varied CTAs throughout their editorial content without relying on outside design tools or third-party creative builders.

Improving and measuring engagement with branded content

TAN utilized MOAT scroll depth and Nativo’s reporting metrics to determine optimal engagement hot spots for CTAs. This data provided the intelligence required to optimize the CTA placement mid-flight to ensure optimal results.

Solution

TAN integrated Nativo’s creative solutions and measurement tools into a pilot program. Key actions included:

• Using Design Blocks to add visual CTAs and break-out copy boxes directly inside editorial content
• Employing MOAT scroll depth and Nativo reporting to identify engagement hot spots and optimize placement mid-flight

Nativo’s creative capabilities empowered our team to streamline the process of building sponsored content. Their Design Blocks also allowed us to drive better engagement and site traffic for our clients.

- James Murphy, Director & Content Lead TAN Media

Results

TAN built and integrated visual CTAs and break-out copy boxes with Design Blocks into five sponsored content campaigns as part of the pilot program. After running the campaigns for two months, TAN noticed impactful results for their pilot brands:

• Increased scroll depth of the branded content to 74.71%
• 24% increase in double qualified traffic to the clients’ websites

Initial client feedback has been highly positive, with trial clients asking TAN to implement these new blocks and CTAs in future campaigns.

The Future

In the coming months, TAN will roll out these strategies across their ecosystem and continue to participate in future beta opportunities with Nativo.

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