Drugi jezik na kojem je dostupan ovaj članak: Bosnian
The area of native advertising and e-commerce marketing is the fastest growing segment of digital marketing globally, still underdeveloped in many regional and global markets. Linker’s market approach and positioning is a proven winner in the segment, the best solution in a very competitive field for all key stakeholders in the industry: online publishers, media agencies and advertisers. The platform is present in most markets under Linker brand, with some exceptions. Linker Media is currently present on 7 markets in SEE region. Linker’s international business activity is in expansion, with the help of local market partners, advertising agencies and publishers. They all use Linker’s top notch media technology platform, know-how, and support of Linker Media team to help local advertisers in achieving their marketing goals in the most effective way.
Global outlook of the native ad platforms and e-commerce ad spend
Digital marketing and media industry has been packed with numerous innovations and new platforms from its early days but when you talk to market players, what they are all really after are new platforms that work at scale – and those are not that frequent. Besides adding a new option for digital players in market, what will bring this new market launch under a spotlight of the industry is it’s proven track record and ability to go head to head in performance metrics with the ad tech giants such as Google and Facebook.
Unlike global tech platforms and networks, Linker set path of international business development in a different manner: instead of running a central operation with little or no local market presence, Linker develops each new market with a local partner that has deep understanding of the market specifics. The business developed on each market keeps the value within the market and is fully managed by the partner, while Linker is merely a technology provider, know-how source and enabler of international revenue streams that go on top of local market’s advertising investment in the Linker business.
Based on superb user engagement and marketing performance, the whole segment of native advertising is growing rapidly and global native and content discovery platforms such as Taboola and Outbrain are installed on thousands of publisher sites worldwide. Many of them are the largest news and media publishers such as CNN, US Weekly, Daily Mail, Mashable, The Guardian, Business Insider… Publishers choose native platforms to build engaged audiences and grow revenues. But besides global native networks, there are regional solutions such as Linker with more value they bring to both publishers and advertisers on each market. Global platforms are actually losing ground in regional markets; more agile, innovative and focused companies such as Linker are growing in market share and markets’ presence.
On top of pure native ad products, Linker has developed solutions for e-commerce product advertising – a most dynamic segment in today’s overall economic activity and digital marketing. Brands will spend $58.5bn on e-commerce advertising this year in response to the boom in online shopping, according to the latest Global Advertising Trends report from WARC Data. The uptick in e-commerce ad spend mirrors a rapid increase in online purchasing; consumers will spend an additional $183bn online this year as a direct result of COVID-19, with total e-commerce sales set to rise by 30.4% – $677bn – to $2.9trn worldwide.
Native ads have been gaining more and more steam recently – less disruptive, more natural, better performance
Data from the Native Advertising Institute, shows that revenue generation from native advertising is expected to increase by 46% by 2021.Analysis of overall digital ad spend growth, combined with native advertising trends per market, globally, has revealed that native advertising spend is expected to increase by 372% from 2020 to 2025. This represents an increase in the native advertising market from $85.83Bn in 2020 to a total global value of $402Bn by 2025.(Source: PRNewsfoto/ADYOULIKE).
Mature brands and start ups alike use native ads to reach audiences at highly impactful moments, when people are already consuming content and open to discovering something new. These campaigns can drive goals around high-level brand awareness as well as down-funnel leads and sales. Native ads avoid the disruptive pitfalls of pop-up or pre-roll ads in favour of a more respectful bargain with users, allowing people to discover and engage with branded content they may like on their own terms.
Value for the local market and digital media stakeholders
For the advertisers and media agencies, Linker provides a new powerful native advertising and e-comm channel with above the benchmark KPIs for product promotion, quality traffic acquisition, content and PR reach and readership growth, e-commerce and other marketing goals. If you are an online publisher Linker Network will increase your visits and reach and generate additional revenue. The platform is free for the publishers and offers out-of-the-box features for content recommendation and content exchange that outperforms custom solutions.
Linker’s value for the stakeholders: superior ad formats for various campaign tactics and a great tool to help publishers grow audiences and revenues
Native advertising is the concept of creating ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behaviour that the viewer feels the ad belongs there. And they are displayed at the key moment when the user is considering which content to consume next. This approach guarantees excellent performance as all recent studies confirm: 79% Users prefer how native ads visually blend in with the page, 38% Users will make purchase via native ads and 63% Higher user interaction with native ads in comparison to classic display ads. Linker is a powerful tool for publishers as well, offering content recommendation and content exchange options, various audience growth tactics and additional new revenue on top of existing streams that traditional online publishers usually have.
New format for e-commerce!
On top of pure native ad products, Linker has developed solutions for e-commerce product advertising – a most dynamic segment in today’s overall economic activity and digital marketing. Brands will spend $58.5bn on e-commerce advertising this year in response to the boom in online shopping, according to the latest Global Advertising Trends report from WARC Data. The uptick in e-commerce ad spend mirrors a rapid increase in online purchasing; consumers will spend an additional $183bn online this year as a direct result of COVID-19, with total e-commerce sales set to rise by 30.4% – $677bn – to $2.9trn worldwide.
By introducing a new and innovative native format into the digital mix, brand promotion adopts a stronger performance character and stimulates people to engage with the product-offer more directly! Linker e-comm format enables a unique digital experience of preparation for product purchase and service activation by way of current product-offer overview on leading media sites.
What’s next?
Linker is expected to further strengthen the South East Europe online media scene, bringing in more engagement on local online media and new advertising products with fresh and innovative ad formats. On top of that, the regional markets can finally count on reliable, scalable and effective local ad platform that can match many performance results of display and social global platforms and therefore further strengthen the regional online media landscape.
