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Native

Native Advertising Meets Consumers While They’re Already Exploring.

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Native advertising occupies an interesting place in the consumer journey. Unlike traditional Display advertising, Native is designed to fit naturally within the content environment where it appears — giving brands an opportunity to reach consumers while they’re already reading, researching and exploring. 

At MarketStorm, however, the strategy doesn’t begin with the content. It begins with the audience. 
The MarketStorm Intelligence Engine™ uses behavioral data, AI and custom algorithms to identify consumers whose actions may indicate emerging intent. 

Native gives us another environment in which to influence them. 

The Audience Comes First

Many Native campaigns begin by asking: What content should our advertising appear next to?

MarketStorm asks a different question:

Who are we trying to influence, and what is their behavior telling us?

Behavioral signals help us identify potential intent. An initial ad is served, allowing MarketStorm to verify that the audience member is human rather than automated traffic. That verified audience can then become part of our cross-channel Intent Retargeting strategy.

  1. Behavioral
    Signal

  2. Intent
    Identified

  3. Initial Ad
    Served

  4. Human
    Verified

  5. Cross-Channel
    Retargeting

Native can become one of the places where that continuing influence happens. 

A man reading on a tablet in the evening.

Reach Consumers While They’re in Discovery Mode

Native is particularly well suited to the Intent & Influence Layer because of the environment in which consumers encounter it.
People reading articles and exploring content aren’t necessarily ready to make a purchase.

They may still be learning, comparing, considering, trying to understand a problem or discovering alternatives. That’s exactly when influence can matter.

Search is exceptionally useful when someone knows what they want and begins actively looking for it. Native gives brands an opportunity to become part of the consideration process before the final search takes place. Put another way:

Search can capture what someone asks for. Native can help influence what they consider next.

Native Isn’t an Island

At MarketStorm, Native doesn’t operate as a separate audience strategy. Our algorithms are designed for cross-channel activation. Someone identified through behavioral intent and human-verified can potentially encounter the brand through: 

PATH 1

Five black boxes with blue edges in a row, a blue chevron between each.
  1. Display
  2. Native
  3. CTV
  4. Audio
  5. Display

PATH 2

Five black boxes with blue edges in a row, a blue chevron between each.
  1. CTV
  2. Native
  3. Display
  4. Search
  5. Website

The sequence isn’t the point. The continuity is. 

The channel can change without losing the audience. 

Native is simply another opportunity to reach that audience at a different 
moment and in a different mindset. 

We Don’t Have to Wait for a Website Visit

Traditional retargeting usually begins after someone visits a website. MarketStorm’s Intent Retargeting can begin earlier. Once a consumer has demonstrated relevant intent, received an initial ad and been human-verified, we can continue reaching that audience across available programmatic environments without requiring a website visit first.

That means Native can reinforce a relationship already developing through CTV, Display or another MarketStorm channel. The consumer doesn’t have to click the Native ad for the journey to continue. They can behave naturally — continue researching, encounter the brand elsewhere, search later or ultimately visit the website through another path.

MarketStorm follows the audience rather than forcing the audience to follow the media. 

Native Powered by the MarketStorm Intelligence Engine™

Book a Demo Talk to MarketStorm

Native advertising isn’t the strategy. It’s one more environment where an intelligent audience can be reached. MarketStorm combines behavioral signals, AI, custom algorithms, human verification and cross-channel activation to determine who is worth reaching before deciding where
that influence should happen.

Sometimes that environment is CTV. Sometimes it’s Display. Sometimes it’s Streaming Audio. And sometimes the best moment occurs while someone is simply reading and exploring. That’s where Native can play
an important role.

MarketStorm Intelligence Engine™

Find the signal. Verify the human. Understand the intent. Influence what
happens next.

Get in Touch

Good to Know

Programmatic can be complicated. It doesn’t have to be. Here are a few things worth knowing.  

  • What is Native advertising?

    Native advertising is designed to fit more naturally into the content environment where it appears, often within article feeds, recommended content or other editorial-style environments.

    Because Native reaches consumers while they are already reading and exploring, it can be particularly useful during periods of research and consideration.

  • How is Native different from Display?

  • Why can Native be valuable during the Intent & Influence Layer?

  • Can Native work with other MarketStorm channels?