Snakk brings US native ad platform Downunder

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Mobile advertising company Snakk Media has struck a deal to bring US-based Nativo’s native ad platform to NZ and Australia. “Marketers wanting to take advantage of innovative smart screen ad formats that move beyond the banner can now do so,” said Sydney-based Snakk Group ceo Mark Ryan.

Nativo’s True Native advertising allows branded content to appear in the content feed of a website, social media network or mobile site in a way that blends in with the publisher’s layout and design. This content is clearly marked as sponsored or branded content, with common examples of native ads including Promoted Tweets on Twitter and Sponsored Stories on Facebook.

Nativo is technology that can be used by premium publishers, who generate revenue each time the reader clicks on the sponsored content. True native ads appear in the users’ content stream and users stay on the publisher site to consume native content, rather than clicking and being sent through to an external web page.

“We are excited to partner with Snakk Media as they introduce true native advertising solutions to publishers and marketers throughout the Australia & NZ territory,” said Nativo’s Chris Rooke. “As native advertising continues to gain traction across the globe, wider adoption of the Nativo platform is really powering the growth of the category.”

Snakk’s Ryan said: “Mobile advertising is steadily evolving, with more advanced formats developing that will take us beyond display ads. Native advertising has made branded content more relevant to consumers while also being less interruptive, adding value for publishers and advertisers. Snakk can now scale fully integrated, true native campaigns across thousands of publishers – something that has never been feasible until now.”

Native is a fast-growing segment of the $US43 billion US digital advertising market, with the Interactive Advertising Bureau now tracking it as a separate category after it began to pick up momentum in 2013. A recent eMarketer report indicates that the spend on native will grow 34.4% in 2015 in the US, with about two-thirds of brands expected to use it next year.

“The growth of mobile advertising will be driven by newer, more relevant and less intrusive ads,” said Ryan. “Publishers are looking for sustainable ways to grow their digital businesses, and our partnership with Nativo allows publishers to offer next-generation advertising to their mobile audiences. Snakk continues to differentiate by offering brands powerful ways to connect with mobile consumers.”

Nativo is used by the San Francisco Chronicle, USA Today, Newsweek, Reader’s Digest, Popular Science, and Entrepreneur Magazine.

Ryan says Snakk is currently in talks with “several large publishers” in Australia and New Zealand who have shown strong interest in true native advertising.

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