CHICAGO, June 7, 2013 /PRNewswire/ -- VivaKi, Publicis Groupe's ad tech solutions agency, today announced it has entered into a strategic partnership with Nativo, a company that allows marketers to scale in-stream native ads that seamlessly integrate with website content.
Nativo's platform works across content-rich websites and apps across mobile, tablet and desktop. The platform unlocks the ability to target content-based native ads by geographic region and device, pre-schedule or launch content in real-time, supports third-party tracking, and even handles automated A/B testing of headlines as well as automated optimization of placements based on response rates. All of this is managed via an intuitive web-based interface that makes it easy to scale branded content across thousands of contextually relevant placements.
The branded content is automatically made native to each publication regardless of layout or site type. This means that content is automatically matched to the layout of each site and that the content is consumed on each publication so that it is no different than if each publisher had deployed the content themselves.
Nativo has executed several hundred million impressions of native ads and has seen 5 to 20 times higher click rates on native ads compared to display ads with average engagement ranging from 40 seconds to over 4 minutes depending on the type of content.
VivaKi chose to partner with Nativo due to their deep experience deploying native ads, impressive technology and rapidly accelerating adoption among major publishers.
"Native advertising has become a hot-button issue in our industry. It is highly effective but until now there has been a scale problem - publishers have developed home grown approaches unique to their properties," said Michael Wiley, Managing Director of VivaKi Ventures. "Nativo's technology solves these issues by offering publishers a turnkey solution for native content insertion at scale without losing the native look and feel that home grown approaches offer."
Using Nativo, Publicis Groupe agencies can expect to drive higher response rates, deeper engagement, data-driven insights around content consumption and sharing, and the ability to reach audiences across multiple screens simultaneously.
"With two years of development invested, we've created market-leading technology that makes, what is essentially a custom unit, scalable and easy to deploy. Our partnership with VivaKi not only provides us with the opportunity to deliver this platform to all Publicis Groupe agencies, we gain an expert partner that can help us take the platform to even higher levels of efficiency and refinement," said Nativo President and CEO Justin Choi.
Part of Publicis Groupe (Euronext Paris Exchange: FR0000130577; and part of the CAC 40 index), the world's third largest communications group, VivaKi was established in 2008 to propel the digital transformation and expertise of the Groupe and its agencies. Today we are the global leader in digital advertising solutions, working with the world's leading organizations to help them navigate the evolving and chaotic media landscape.
VivaKi is organized across four distinct pillars: Products and Solutions includes Audience on Demand, a market-leading addressable media buying practice recognized as the first, best and most secure solution of its kind in the world; the Emerging Opportunities practice transforms new partnerships into digital marketing products and services. A well-known global component of this practice is The Pool, which explores and surfaces next generation ad models for emerging media platforms; Operational Consulting is a global process automation and standardization practice that streamlines systems, process and workflow for an open and networked world; VivaKi Exchange is a trading operation that leverages the scale of the Groupe's combined media clout in 16 markets around the world, negotiates the most efficient and effective opportunities for our clients. Across the globe, VivaKi employs more than 300 engineers, technology experts, product designers, analysts and digital marketing professionals. Visit us online at www.vivaki.com or follow us on Twitter: @VivaKi.
Nativo (www.nativo.net) is the most advanced automated and scalable native advertising platform. The Nativo platform enables publishers to easily activate, deploy and manage content-based native placements across their media properties. For marketers, Nativo extends the reach of branded content with never-before-possible scale, targeting and in-depth analytics. Already leveraged by over a thousand publications, Nativo has established itself as the leading platform enabling this fast growing category of digital advertising. For more information, visit: www.nativo.net. @NativoPlatform