Wavo Boost is a native-advertising platform that’s specifically catered towards the music industry, allowing clients to promote their content on respected music & culture sites through native, below-the-fold and in-feed advertisements.
Leading marketing agency Sharethrough, defines native advertising as “a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.” According to their findings, consumers tend to look at native content 53% more than they do traditional display advertisements, and as a result, utilizing native ads can help publishers increase their advertising revenue. In the next few years, the native ad industry is expected to quadruple in size, and by 2021, native ads are estimated to take up 76% of US display ad revenue.
Utilizing native advertising is going to be a key driver of revenue growth over the next few years. One of the questions many publishers have is where to start, and what solution to integrate. Wavo has built a platform that we think is the best fit for premium publishers in the music & traditional creative industries.
Wavo goes a step further than other native solutions; We don’t just style ads to fit in with your interface, we use contextual targeting to tailor the content so that it matches your editorial. If you’re a hip hop site for instance, we’ll only display content from leading hip-hop artists, as well as labels and companies that sponsor hip-hop related content. Because we exclusively work with clients involved in the creative industries, we can ensure that our native ads will always be brand appropriate.
In this case study, we’ll delve into the benefits associated with native advertising, as well as discuss — in more detail — the reasons for the success of our own network, Boost. While premium native advertisements average a click through rate of .16% (desktop), Wavo surpasses all other industry standards with an average CTR of 0.8%. In regular terms, based on the number of clicks they generate, our advertisement have proven to be almost 10 times more effective than traditional display ads.
What is Wavo Boost?
Whereas traditional display ads might make some effort to target your audience based on behaviours or demographics, they often present material which has little to do with the experience the reader is having at that moment. The proliferation of traditional poorly targeted banner ads on websites has led to the development of “banner blindness;” a phenomenon where users subconsciously ignore the display ads on publications. Wavo Boost is a native-advertising platform that’s specifically catered towards the music industry, allowing clients to promote their content on respected music & culture sites through native, below-the-fold and in-feed advertisements. Placements on our Boost network avoid the obstacle of banner blindness, by presenting readers with relevant and engaging information.
“Wavo just makes sense for publishers. They’ve completely tailored the content to fit our editorial, the fill rate is outstanding, and the revenue is more than twice what we’ve seen from other sponsored content networks.” - Elliot Sachs, CEO Youredm.com
Wavo has served billions of music recommendations on our Boost Network, helping us gather one of the newest and most complete sets of data on music consumption and user behaviour. We’re continuously looking into how music listeners connect to new material, and as a result, our engine is capable of predicting effective personalized recommendations on a large scale, with real-time optimization.
Our system allows us to check up on CTRs and conversions within our growing pool of advertisements, while improving the editorial and brand appropriateness of content through behavioural retargeting. We look at everything from the type of music a fan likes, to the platforms they use to discover new releases. By tracking user tastes and behaviour, we’re able to segment and target the most receptive demographic possible, for each of our advertising campaigns. For publishers, this means their audience is only subject to view brand-relevant material, from today’s top artists.
Ultimately, native advertising is becoming more popular among web-based publishers because it provides them with a new revenue source that should be a better fit for their interface aesthetic. What separates Wavo from other native advertising agencies, however, is our commitment to maintaining quality content that matches your high editorial standards. Wavo closely targets and filters advertisements to ensure for relevancy and brand-appropriateness. As a result, your readers receive the premium experience they expect while helping you monetize more effectively.