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The Canadian Pacific Railway was selling land it had received in the 1880s (from Sir John A. The new, government-owned Canadian National Railways also advertised western land for sale.
After the War, the federal government had been forced to take over a number of financially struggling private railway systems, which they amalgamated into a second trans-Canada railway. In recent years, many publishers have redesigned their sites to accommodate new ad types and formats. Imagine the potential to reach and engage people when you can show them a meaningful message that blends into their experience and fits perfectly with their interests. To follow that point, the study showed that 85 percent of mobile users are “visually engaged” with native ads presented in the stream of content and two times more likely to say that they don’t care if content is an ad as long as it’s engaging.
Because native advertising tends to focus on placement and creative, it offers marketers an interesting opportunity when you can combine it with the right data.
There is power in reaching a user who’s in the market for a product that you sell, delivering your brand as the consumer is engaging with content.
A TripleLift brand study shows a 281 percent lift in purchase intent when using this combination of intent data and brand messaging. You don’t have to create a separate strategy for native advertising; you can easily adapt creative elements and integrate it with your intent-driven targeting efforts. Today, there are many forms of native advertising, ranging from publisher-produced sponsored content to social advertising, content recommendation, to in-feed ads in many shapes and sizes.
A recent CPG and Consumer Products Industry report from eMarketer said that big player CPG companies such as Mondelez have expressed their intent to increase digital ad budgets, creating spending projections of $7.04 billion by 2018.


The report mentions that storytelling, in the form of native advertising, will give CPG brands increased opportunities to connect with consumers, which is especially important as private label brands continue to take up more shelf space in drugstores, grocery stores, and mass retailers. Another reason native advertising has proven to be a valuable effort for brands is that it can run across desktop and mobile, and some marketers have begun to test out video. Just like on desktop, native ads are able to render within the context of the site whether it be mobile, responsive, site, or in-app. Overall, as more relevant ads are delivered seamlessly to consumers, the better their online experience will be — and, in turn, the more return brands will get from their digital marketing efforts. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land.
Soo Jin Oh is Senior Vice President of Data Business & Ad Operations at Magnetic, where she is responsible for post-sales activities including everything from campaign delivery to performance. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. There's little doubt that interactive advertising has arrived, and while we just heard that Macrovision would be taking a look at DVR usage in order to better position its marketing attack, NBC Universal has now partnered up with DISH Network in order to do something similar. Macdonald's government), in return for constructing the railway between eastern Canada and British Columbia. While some consumers once perceived native advertising as confusing or even intrusive, they’re now becoming more open to the concept and are willing to engage with the content if it fits naturally within their interests. By using image-driven native advertising, marketers can get in front of consumers on popular sites and tap into publishers such as BuzzFeed and Pinterest.


Using intent data will help marketers become more effective in audience gathering and streamline their creative delivery. There’s also a 10 times higher click-through rate (CTR) versus the industry average of regular banner ads.
Brands can define your target audience based on site visits or keywords your consumer has searched for. And because native is such a broad category, it can work for many different verticals, from retail and travel to consumer packaged goods (CPG). It allows for maximization of the site layout versus the intrusive, ineffective standard 320×50 size that we’ve long surpassed. Prior to joining Magnetic, Oh worked in the industry for 9 years, serving as vice president of advertising operations at IDG TechNetwork and director of ad operations at Dogtime Media, the largest pet vertical media network.
Settlers buying CPR land could also purchase ready-built houses and barns from the company.
For example, Pinterest allows consumers to directly show intent by tagging things that they intend to do or buy. You can then retarget users with native ads while they’re browsing the Web on their desktop or mobile devices.



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