One of native advertising’s biggest proponents, San Francisco-based ad tech startup Sharethrough, claims to have found a way to reconcile non-standardization and scale. “Native advertising version one was about how make it work. Native advertising version two is about how to make it scale,” said Sharethrough CEO Dan Greenberg..
Now Sharethrough, a company whose technology enables companies to create and manage native ads, has launched a product that it claims makes it easier for brands to publish native ads on mobile. The company says that its new Sharethrough Mobile platform allows brands to promote sponsored content within the stream of a publisher’s mobile site, automatically giving the ads the look and feel of each site they appear on.
Are native ads “consumed” the same way Web surfers consume editorial content? Buoyed by new eye-tracking research from the IPG Media Lab, the native ad sellers at Sharethrough are making that bold claim.
In a study by IPG Media Labs and Sharethrough, subjects were 25% more likely to look at a native ad than they were at a banner, and they looked at them 53% more frequently, checking them out 4.1 times per session on average, versus 2.7% for banners.
We know why people share content online. Studies have revealed the reasons. Roughly speaking, we share content because (1) we want to amaze and entertain our friends; (2) we want to reveal aspects of our true selves to friends so as to build stronger relationships; and (3) we want to help people by providing them with valuable information and insight. Read more:
For example, a new study from Nielsen says that if you clicked on the Jarritos video because you thought it looked interesting, there’s a good chance you’d think positively about the brand that brought you the clip.
If BuzzFeed is the rich-media provider of the native-ad world, Sharethrough is gunning to be the ad server and the ad network, said CEO Dan Greenberg. “Brands can have BuzzFeed do a little distribution,” he said. “But if you want native at scale, Sharethrough is acting as the third-party platform for it.”
But well before it had a name, the idea native advertising was on the rise. One of the big players in the space is Sharethrough, which was founded at Stanford in 2008 with the lofty goal of fixing advertising by making it more thoughtfully integrated into web content and less obtrusive to consumers.