Ogilvy NZ and its client the Energy Efficiency & Conservative Authority (EECA) have started working with Yahoo Platforms to enhance their campaigns, and reach their target audience, through digital avenues, including native advertising.
Yahoo Platforms Auckland-based head of sales Arnaud Calonne said: “There has been, and I still see challenges around the definition of native advertising. For those who are not familiar, I differentiate two forms: Native ads and native content.
1. Native ads are ads that look like the non-paid content around them (Form), and that can be interacted in the same way (Form).
2. Native content is content created with the brand by the publisher to fit the natural look and feel of a site. The difference is specifically around content and its creation. In fact, native content is often surfaced by native ads.
“Native advertising is primarily used by New Zealand brands through Native ads:
- To amplify a piece of content
- A direct response campaign – eg. enquiries or sales
- A brand awareness campaign to reach specific audience
“I strongly recommend marketers include native in their overall digital strategy as it always delivers strong results. Native advertising is also less intrusive than display and can be more effective. It is about the user experience, and is a better way for a brand to build a direct relationship with its consumers.
All businesses should be looking at digital avenues, including native advertising, to enhance their campaigns and reach their target audience. What’s interesting is it’s not your everyday digital-centric brands that are turning to Native.
“Traditional businesses like the EECA don’t always turn to native or digital solutions, however in working with us are finding it provides great returns.”
EECA head of business marketing Camilla Cochrane said: “We use Yahoo Platforms for our campaigns. Our business campaign in particular achieved great results, with Yahoo Gemini increasing traffic from our key demographic by a significant 12%.”
“My recommendation for new businesses turning to digital would be to embrace native advertising and run it alongside search or display.”
EECA and Ogilvy started using Yahoo Gemini in stream (native) ads in April 2017. “Our team was proactive in reaching out to the Ogilvy Wellington office, and positioning Gemini as a digital solution for in-feed content,” Cochrane said.
“These are native ads that look, feel and function like the content in the publication or app in which they appear. Gemini in-Feed blends content and ads to provide streamlined content experience for the user. It can be just an image, video or text. In this instance, the campaign was running on our own and operated network as well as the Flurry App network.
“In this case, EECA and Ogilvy are turning to digital solutions to deliver their traditional content to highly targeted audiences within engaging environments. In terms what types of people EECA were targeting with this campaign – firstly, ‘business decision makers’ were targeted using data around small business and management/owner status; the campaign also sought ‘Tax Time’ for users in small businesses in charge of tax refunds and claims.”
Ogilvy Wellington group business director Denelle Joyce said: “Gemini provided us with a unique opportunity to access Yahoo Platforms’ data and run custom segments at scale. Overall, we achieved 4,090,892 impressions and were able to determine smartphone and tablet users as the most engaged. This insight is extremely invaluable and something we’ll consider in future campaigns.
“My recommendation for new businesses turning to digital would be to embrace native advertising and run it alongside any Search or Display.
“If we are looking at engagement metrics such as CTR, time on site, conversions, Native often outperform Display and deliver better results. It is also an ad format which is a lot less disruptive from a user point of view.
“This campaign targeted the right customers using custom segments at the time they are most engaged, on the right device. The benefits of having a dedicated Data team is their superior knowledge of all sources within our ‘Datasphere’ (email, Search Mobile, Social, Content, Purchase, Social, Cross-device) so can build bespoke audiences at scale while maintaining the relevancy.
“We used Audience Builder to combine NZ-specific and EECA-specific Mail Domain’s and Search Keyword Terms, along with Yahoo and 3rd Party Data Partner data.
We definitely have plans to work with EECA again in the future. EECA and Ogilvy are using Gemini in-stream native ads to target specific audiences on a ongoing basis. We maintain a strong relationship with their Wellington team and their Auckland office.”
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