Per the company, the product connects brands to the content users are searching for in a way that is native to the user's experience.
Integrated digital media company Evolve Media has launched a new native advertising product, INgage.
The product compiles and semantically maps site content, enabling Evolve to build sponsored custom content modules that it says feel native to each publisher’s site design. Evolve has tailored its portfolio of sites -- including CraveOnline and totallyher -- to enable INgage, which it says reaches more than 65 million U.S. users, per comScore.
Advertisers are able to sponsor this ad unit, which compiles content articles native to their brand. Once a visitor clicks on the link they are taken to the article, which contains an overlay and standard units with the brand’s ads.
“It all begins with our proprietary publishing technology which sits across our sites, tracking the content our users consume, identifying trends and breaking them down into targetable topics,” says Brian Fitzgerald, president of Evolve. “INgage allows us take this data and aggregate content that fits a theme appropriate for a brand [and] then serves up the native solution with the site's visual standards.”
Evolve says INgage goes beyond sponsored tweets, posts and advertorials because it is connecting brands to content users are searching for in a manner that's native to the user's experience.
“Users are savvy and can smell sponsored content a mile away,” Fitzgerald says. “This program allows us to place brands in-content in a manner that doesn't take our users away from the driving force behind their consumption, which essentially encourages a stronger connection between the brand and the user.”
According to Evolve, INgage results in a significantly higher level of engagement with the content and the sponsor’s brand assets. To wit: Evolve ran two internal tests for brands in different categories, targeting different topics and audiences: 50,000 standard 300x250 ads and 50,000 INgage ads, comparing the differences in both tests. According to Evolve, the INgage module had five times the click activity and engagement as a standard 300x250 ad. Further, the 300x250 ad within the module saw 1.8x higher click activity than a standalone 300x250 ad.
This unit also creates a positive association between the advertiser and trusted content, Evolve says.
“The ability to leverage our publishing tech to pull hot, trending topics in order to display relevant content from the site with the brand's logo and message around this native content experience ultimately allows us to effectively place brands in front of users through content they come to the site to consume in the first place,” Fitzgerald says.
As INgage has launched today, no advertisers have signed-on yet.
Evolve specializes in vertical publishing for men and women with its two flagship publishers, including CraveOnline Media, home to CraveOnline.com, GameRevolution and LiveOutdoors, and totallyher, which houses theFashionSpot, Momtastic and Teenspot.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT