#native-advertising

#native-advertising

Magenta Telekom and Readpeak boost awareness and activations with native content-driven creatives, reaching people as they travel outside of the EU. Roaming charges whilst abroad are always a source of concern when visitors and holidaymakers are travelling outside of the EU. These worries often lead to people avoiding using their mobile data abroad altogether. To combat this, Magenta Telekom introduced travel packages for non-EU countries allowing customers to easily activate these packages online, by phone, or through the MeinMagenta app.

The Verizon Media-owned company commissioned Sparkler to conduct various studies across the UK, France and Germany in which they asked over 6,000 participants to determine the value of native ad formats via behavioural tests for a set number of brands. In the UK, 31% of people said the native ads they were shown across mobile and desktop devices drove purchase intent, for banner ads the figure was 27%.

That's a big misconception that Rokt sets out to change, as the focus turns to how e-commerce advertising is being reimagined around consumer expectations, not as an interrupter but an enhancer. "What we're seeing in consumer behavior is they're wanting more relevant, seamless experiences in how they interact online," says Firmstone. "The landscape is so crowded today, so how do [advertisers] get cut through and get your offer in front of a customer when intent is high?"

"The rendering actually happens on the supply side, [because] no one's sending through anything fully baked. Those assets then have to be delivered to the SSP..."