Hello, friends. Today we will talk about new ad formats in Google AdSense:

• In-feed ads
• Advertisements in the article

New formats are native, which means they adapt to the design of your site. These ads aim to monetize the site by making a favorable impression on users.

They really fit harmoniously into the site design and have many settings that are easy to understand even for a beginner. Feed ads may generally look the same as on-site content, while article ads support Google's styling optimizations that are aimed at improving performance.

The emergence of new ad formats is a consequence of Google's work in the fight against low-quality ads. Only high-quality materials will be displayed in these ad units.

Benefits of In-Feed Ads

• Convenience for users. Ads in feeds make a favorable impression on resource visitors, since they are designed in the same style as the main content and look natural.
• Income from new advertising spaces. You can earn additional income from your resources by placing ads in feeds.
• In-feed ads are great for mobile devices, allowing you to generate revenue from ad impressions on any screen size.

Benefits of in-article ads

• Positive user perception. Article ads use high-quality advertising materials that look good on the site and appeal to site visitors.
• Suitable format for mobile devices. Article ads look great on small screens.
• Google Optimization. Ads in articles are optimized so that advertising effectiveness is high.

Create and configure in-feed ads

By feed we mean a list of articles on the main page in categories, archives, product catalogs, and so on. These feeds should not be confused with an RSS feed, which is also called a feed.

• Log in to your Adsense account.
• Select from the menu on the left "My announcements".
• Click the button “+New ad block”.

• Select ad unit type "Ads infide« .

• Next, select the block display type.

And start setting up the block:

• You need to determine the width of the container on the site,
• indicate the name of the block (with a reference point for convenience of statistics),
• using the tools to set the desired styles.

Placing an Advertisement in a feed on the website

For these purposes, WordPress site owners can use the plugin or use my code:

/* Feed blocks after 3,6,9 announcement on the main page */ add_action("__after_article", "adsense_fid"); function adsense_fid() ( global $wp_query; $current_post_number = $wp_query -> current_post + 1 ; //display the block just in home and if the post number is multiple of 3 if (! (is_home() && $current_post_number % 3 = = 0)) return; echo " YOUR ADVERTISING CODE"; }

The code needs to be inserted into the functions.php file. Usually at the end of this file. Ad units will be displayed after 3,6,9... paragraphs.

Using the same principle, you can make blocks for categories and archives.

Creating and setting up ads in an article

This block has a minimum of settings; you just need to assign a name and make initial style settings. In the future, the system will adapt styles to improve efficiency.

To create this type of ad you need:

• Log in to your Adsense account.
• Select from the menu on the left "My announcements".
• Click the button “+New ad block”.
• Select ad unit type "Ads in article".
• Assign a name to the block and set the necessary style settings.
• Click the button "Save and get code".

Placing an Advertisement in an article on the website

To place a block in an article, you can use methods 2 and 3 from those proposed in this one or the Ad Inserter plugin, the link to which I gave above.

I used the plugin because I still have to work on finding the best place, but with the help of the plugin this can be done much faster and more conveniently.

The block is displayed after 2 paragraphs, but if there is an image, quote or heading, the block is shifted 1 paragraph after these elements.

Video instructions on new formats of Google AdSense ad units

Friends, that's all for me today. I wish you a good mood and stable income on your sites.

Best regards, Maxim Zaitsev

This summer, after testing in a limited circle, native ad blocks became available to all webmasters in their AdSense account (they are highlighted in red in the screenshot above).

Ads in the article are intended to be inserted into the text of the article, and ads in the feed can be inserted, for example, on the main page of the site in the list of articles.

I immediately started testing the new format and today I decided to compare the results with regular Google AdSense ad blocks.

The first “regular” block (“Text and display ads”) was located at the very top, right after the title. He had the following indicators:

The main figure here is the average (third) - this is the income per thousand impressions of this block. If anyone is interested, the first number is the number of impressions, the second is the number of clicks, the fourth is impressions in the visible part of the screen, the fifth is the total income from this block for the period under review.

This block was replaced with a native one, i.e. it was inserted between the title and the text of the article, its indicators:

As you can see, the revenue per thousand impressions has not changed at all. There is no need to pay attention to the number of impressions, clicks and total income, since I am comparing different periods of time.

I placed the following block on the main page of the site in the list of recent articles, which I have in the form of tiles:

After replacing this block with a native one (ads in the feed), it turned out like this:

Those. I got a 2x improvement in my block's revenue per thousand impressions.

After replacing it with the native format:

Those. The cost per thousand impressions of the block again did not change at all.

Conclusion

On first impressions, the ads in the feed performed better; by the way, I just like the way they look on the site better. Advertisements in the article show exactly the same results as regular ones. However, on my sites, the regular ads were large, in fact, you had to scroll down to start reading. The new ads, although they show the same result, are more compact - I think this should somewhat improve the user experience of the sites.

You also need to remember that, on the one hand, native formats had a novelty factor and were especially clicked on as soon as they appeared. On the other hand, the entire testing period occurred in the summer, when there was a general decline.

For myself, I decided to leave native formats and return to checking indicators in a few more months.

Let's look at a fairly new (appeared on July 5, 2017) advertising from AdSense - blocks of native advertising in the feed (In-Feed) and in the article (In-Article).

Native advertising is usually more harmoniously integrated into the content and is not striking like standard banners, so, in theory, it has a higher click-through rate (CTR) and, as a result, can increase your income.

We will see whether it will increase income or not, all this needs to be tested, so now I have built one such new advertising block into the middle of each article, and also added the old regular AdSense banner above and below. Let's see which banners will show themselves better, although perhaps the ideal option would be a combination of different formats.

• Provides increased comfort and user experience by using modern elements such as high-resolution images, longer titles, etc.;

• Improved integration with different screen sizes, including mobile and tablet views. Advertising design adapts to the design of your website;

• Easy to use.

New native In-feed ads (in the feed) available to all publishers. They can be placed in lists (sheets) of your articles, products or other items.

Save your HTML template.

Find " " in the HTML code.

If a given code appears twice, we need the second one.

Replace this code with this script:

The script does not contain any links to third-party sites, I installed it myself and it works.

Native advertising today is one of the most promising formats for mobile application developers. According to eMarketer forecasts, budgets for it will grow by 25% in 2017. This format is already offered by all major advertising networks: Applovin, Avocarrot, Facebook, Flurry, myTarget, Pubnative, InnerActive, StartApp, Mopub and others. This means that developers should now think about how to use native advertising in their projects.

How is native advertising different from other formats?

Native advertising is organically placed in the application and adjusted to its design and context. It looks like part of the application, so it is more informative and generates a higher CTR. In addition, such advertising causes much less irritation to the user - the brain perceives it like any other application content and does not automatically block it, unlike annoying banners.

Native advertising in the VFeed app

The main advantage of this format is the ability to create an advertising block yourself. The developer himself configures the size, appearance and location of all fields in the ad. His task is to adapt the design as much as possible and choose the right moment for display, so that advertising becomes an appropriate part of the application.

Ad elements and parameters

Native advertising is not just a banner or video that appears in the application at the right time. In response to each request for advertising, we at Appodeal receive a specific set of data from the advertiser, which will then be displayed in the application in the order specified by the developer. Such data includes: mandatory, and optional elements with their own restrictions.

1. Title– ad title, up to 25 characters (required)
2. Description – a story about the characteristics of a product or a description of the functions of an application up to 100 characters long.
3. Icon– application icon or company logo size from 80*80 to 512*512 pixels*
4. Main image– main image depicting a product or application, 1200*627 pixels.
5. Call-to-action (CTA)– a button with a call to action. The size of the button and the inscription on it can be any (mandatory).
6. URL, to which the ad is redirected - a link to the advertised product or application (required).
7. Label “Advertising”– an element that clearly communicates that this is an advertisement. The appearance of the element is determined by the application developer himself, for example, the mark Ads, Sponsored, Advertising, Promoted or Recommended (required).
8. Content rating – the permissible age of the product consumer (4+, 12+, 18+, etc.).
9. Star rating – rating of an advertised application or product in a store (from one to five stars).
10. Some networks, such as Facebook, Avocarrot and Mopub, require the app to display the AdChoice badge on its advertisement. It is transmitted by the network itself, but you will have to account for this element in the application.

* An advertisement can contain an icon and a main image at the same time, but at least one of these elements must be present.

Types of native advertising

Different types of native advertising are suitable for different applications. The most common options today are Newsfeed (aka In-feed) and Content stream.

This type is ideal for news applications and blogs. Advertising is located in the feed among regular content blocks. It necessarily contains the “Advertising” mark, but does not spoil the user experience.

You've probably seen this option in social networking applications or photo galleries - it's ideal for them. In addition, it is convenient to embed native video advertising into the content stream, which is more expensive and beneficial for the developer.

Native video advertising

If native advertising is the most fashionable of formats, then native video is the trend among native placements. Compared to other formats, video gives a higher eCPM, although in general there are still noticeably fewer such ads in advertising networks.

Native video consists of the same fields as standard native advertising, only the Main image element is replaced with a video. When working with it, two specific parameters appear:

• Ability to skip ads– turns on 5 seconds after the start of the video.
• Mute function– the ability for the user to turn off the sound in the video.

In addition, we have an internal parameter Viewability: Any native ad is only counted if it was placed in the visible part of the application and the view lasted more than two seconds.

Example of native video integration from Appodea l

Android:
Appodeal.setAutoCacheNativeIcons(true); Appodeal.setAutoCacheNativeMedia(true); Appodeal.setNativeAdType(Native.NativeAdType.Video); NativeCallbacks getNativeCallback = new NativeCallbacks() ( @Override public void onNativeLoaded(List list) () @Override public void onNativeFailedToLoad() () @Override public void onNativeShown(NativeAd nativeAd) () @Override public void onNativeClicked(NativeAd nativeAd) () ); Appodeal.setNativeCallbacks(getNativeCallback); Appodeal.cache(getActivity(), Appodeal.NATIVE, 10);
iOS:
ViewController.h @property (nonatomic, strong) APDNativeAdLoader* adLoader; @property (nonatomic, strong) APDMediaView* mediaView; ViewController.m @interface ViewController()< APDNativeAdLoaderDelegate, APDMediaViewDelegate>... @end (void) viewDidLoad( ... _adLoader = ; _adLoader.delegate = self; [_adLoader loadAdWithType:APDNativeAdTypeAuto]; ) - (void)nativeAdLoader:(APDNativeAdLoader *)loader didLoadNativeAd:(APDNativeAd *)nativeAd( APDMediaView* mediaView = initWithFrame :YOUR_NEEDED_FRAME; ; ; ; ; self.mediaView.delegate = self; ; ) //media view callbacks - (void)mediaViewStartPlaying:(APDMediaView *)mediaView () - (void)mediaViewFinishPlaying:(APDMediaView *)mediaView videoWasSkipped:(BOOL )wasSkipped () - (void)mediaView:(APDMediaView *)mediaView didPresentFullScreenView:(UIView *)presentedView () - (void)mediaViewDidDismissFullScreen:(APDMediaView *)mediaView () To test what native advertising will look like in your app, use our test mode SDK or tools for cross-promotion. In the first case, you will receive a test offer from Appodeal with native video and standard native advertising. In the second, you will assemble your own test ad as it should be in the application, and launch it using the direct campaign tool.

Appodeal's tools allow you to experiment with ad types and combine video and static. For example, use the Content stream template, but instead of a large image, place a video or embed standard native advertising and video at the same time, and in the application show the option for which the advertiser is currently giving the maximum price.

You should not show more than one native ad on one app screen. In addition, we recommend embedding video ads no longer than 30 seconds, because users rarely watch long videos to the end.

The advantages of this format are precisely its flexibility and endless possibilities for adaptation - use them to their full potential.

Back to the Future, 1985. Universal Pictures.

Native, or natural, advertising (from English. native advertising) - the way in which the advertiser attracts attention to himself in the context of the site and the interests of the user. In the original, it must take into account all the features of the platform, not be identified as advertising and not cause rejection among the audience. Such advertising unobtrusively “awaits” the user where he himself is looking for interesting content. In essence, it is similar to product placement: remember how Marty McFly ran in Nike sneakers in the second part of Back to the Future.

Therefore, the main advantage of native advertising is the ability to “jump over” the mechanical barrier of perception (in other words, overcome “banner blindness”, if we talk about online), which does not allow users to even look in the direction of your advertising, because they are simply tired of it.

Since the 1880s, American consumer product companies have sought to attract customers through advertising campaigns. Advertisements of that time in newspapers and magazines did not shine with originality; they mainly consisted of slogans, appeals and pictures with images of goods. Agencies realized that new types of advertising were needed that would allow them to stand out from the crowd of such advertisements.

An excellent example of the native format of that time is considered to be advertising in The Furrow magazine. In the publication he owned, John Deere (founder of Deere & Company) published feature articles about agriculture and various tips for farmers. At the same time, advertising blocks with information about agricultural products produced by the Dira company were placed on the pages of the magazine. Today, Deer & Company continues the tradition by moving online.

At the beginning and middle of the 20th century, with the development of radio and television, new formats of native advertising appeared. On the radio – sponsorship of broadcasts of radio programs, sports matches with the addition of advertising blocks on air. A striking example of native advertising on television was the broadcast of advertisements for Procter & Gamble products in TV series that were broadcast during the day and later became known as “soap operas.”

With the advent of the Internet, the world has turned upside down. Native advertising has evolved into search ads that directly connect businesses with target customers on search engines. With the arrival of digital media companies (for example, BuzzFeed) on the market, the world of native advertising has turned upside down once again. Such sites almost immediately refused to place banner advertising and placed their main emphasis on sponsored viral content, which helps partner brands convey information about their products to the target audience in an unobtrusive form.

The definition of “native advertising” in the modern digital context was first voiced by Fred Wilson at the Online Media, Marketing, and Advertising Conference in 2011. Traditional news sources - The New York Times, The Wall Street Journal, The Washington Post - eagerly picked up the new trend.

Interestingly, in most cases, publishers claim that they tag native ads, immediately letting the reader know what they are dealing with. However, a study published in June 2015 by Advertising Age found that the most understandable and logical label for users - “advertisement” - is usually not used. Instead, articles are appended with “sponsored,” “promoted,” or “presented by.”

The IAB Native Advertising Playbook identifies six major interactive formats currently used in native advertising:
- paid content that is displayed in the news feed - for example, on Facebook or Instagram;
- advertising in search engines;
- blocks of content recommendations;
- advertisements (direct advertising of goods and services);
- standard IAB advertising with native elements;
- other formats that cannot be included in previous groups and are developed for each specific case separately.

When posted on open platforms, the content is promoted along with the platform, with its assistance, and is not published anywhere else. Examples: Twitter Promoted Tweets, Facebook Sponsored Stories, TrueView Ads, and other YouTube video ads.

Open platforms are different in that the same social media and on the same platforms contain branded content and advertising messages, the source of which is not the platform, but a third-party resource from which the advertising is broadcast.