As the architects of Native Advertising on Connected TV (Native CTV for short) it's our job to make sure it is clearly defined, and that its definition is true to the fundamental premise and purpose of Native Advertising. Why is this so important? Because the advertising industry has a habit of taking a 'hot' term and adopting it in different ways that often dilute or pollute its original meaning and purpose.
To do this effectively, we need to start with the basics and work down. The most important thing to note is that the closer Native Advertising gets to Connected TV, the more specific the requirements become - despite its basic purpose and core value remaining the same.
NATIVE ADVERTISING
DEFINITION: Any form of paid media that follows the natural form and function of the environment in which it is being consumed.
PURPOSE: To elevate or incorporate a brand message without looking like, or serving the direct purpose of an ad.
MAIN RULE: Must be consistent in nature with the platform's overall user experience and function in the same way as the other content of its kind around it.
MAIN FORMATS: I Advertorials | Advertiser funded content programming | Promoted or Sponsored content.
NATIVE VIDEO ADVERTISING
DEFINITION: Remaining consistent to everything above, Native Video Advertising is the strategic use of video content in a way that follows the natural form and function of the environment in which it is being consumed.
PURPOSE: Same as above.
MAIN RULE: Must play in the same way as any other video content on the platform and in no way forcefully interrupt or negatively interfere with the platform's main purpose.
MAIN FORMATS: Branded Content | Sponsored Content
NATIVE CTV ADVERTISING
DEFINITION: Still remaining consistent to what we learnt above, Native CTV Advertising is the strategic use of video content in a way that follows the natural flow of the streaming environment in which it is being consumed.
PURPOSE: Same as above.
MAIN RULE: Same as above.
MAIN FORMATS: Branded Content | Unbranded Content | Sponsored Content
MORE ABOUT NATIVE CTV ADVERTISING
Where native advertising on other screens (mobile, desktop and tablet) have the benefit of using the surrounding environment to help it 'fit in', with Native CTV it is the only thing on the screen. This incredibly unique setting makes Connected TV the most challenging screen to conquer - and that is why, as its architects, it is our duty and obligation to focus on nothing else.
Adjacency: The strategic application of contextually relevant native video content that is engineered to run directly before or around a regular brand creative inside regular ad breaks. The content can be branded or unbranded.
Inclusion: The immersion of a brand within content itself.
To learn more about Origin's Native CTV solutions or to get get a live demo, you can reach us today at: solutions@originmedia.tv
Origin is an award-winning creative technology company whose zero code TV advertising solutions have reshaped the way marketers captivate and communicate with consumers inside and outside the home.
Fusing pioneering CTV ad formats with proprietary technology and direct media partnerships that span the streaming ecosystem, Origin's solutions are embraced by brands, agencies and platforms who are seeking to deliver a stronger storytelling experience to their audience.
Founded by media veterans Fred Godfrey and Stephen Strong, Origin is driven by a relentless belief that the time has come to challenge tradition and enrage the status quo. Learn more at www.originmedia.tv.
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