Dive Brief:
- IAB’s latest infographic supplement for its native ad playbook summarizes the various combinations of the three main feed types and four main ad types.
- The goal was to help marketers understand the different types of native ad feeds, particularly since more are being sold programmatically.
- As ad types and feed types change, the working group "wanted to help marketers and agencies understand the variety of creative options available today," Kayla Wilson, senior partner manager, global alliances and programmatic at InMobi, wrote in an IAB blog post.
Dive Insight:
The Interactive Advertising Bureau (IAB) released an infographic supplement for its native ad playbook on in-feed ad units. The infograph summarizes the different potential combinations between the three main feed types -- content, social and product feeds -- and the four main native ad types -- story, video, app install and product ads.
“The IAB Native Advertising Playbook V2 working group felt it was time to take a deeper dive into the In-Feed Ad Unit Type given the growth and evolution of this ad unit type since the Playbook was written," InMobi's Wilson wrote in the same IAB blog post.
The IAB working group concluded that across publisher sites, in-feed ad unit adoption is on the rise, and the feed types are evolving to "mixed feed types that have variable aesthetics/content." The group warned that no matter the change, it remains crucial for marketers to approach in-feed ads from a consumer perspective, so as to make sure they are native, "meaning that they are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong."