Published May 2016
Aller Media is a leading, Scandinavian publisher that owns a variety of media outlets including KK.no, a landmark fashion and lifestyle magazine. In late 2015, KK.no partnered with DoubleClick to build fully responsive, component-based native ads. The result: beautiful and seamless user experiences across mobile and desktop, increased ad viewability and greater impact for advertisers.
Giving ads the same importance as content
Historically, fashion magazine readers have turned to ads for information in the same way they’ve looked to editorial content for the latest trends. This relationship between ads and content hasn’t changed as magazines have transitioned to digital.
For KK.no, ads have always been, and will remain, an important part of its content. Accordingly, the team wanted ads with “big, high-impact formats, lots of space to present our message, and also nice pictures,” explains Kirsti Engedal Alfheim, Head of Ad Operations. This vision prompted KK.no to turn to native advertising to recreate the experience of reading a glossy, print magazine -- of both content and ads -- for each of its digital properties.
Exploring beautiful ads to respond across all screens
With more of its users on mobile devices, KK.no invested in a responsive website to deliver contextually relevant experiences. But its ads, particularly the custom native formats, didn’t respond to the user's context in the same way as did its content, so KK.no began to explore DoubleClick for Publisher’s native advertising solution.
With Native Ads on DoubleClick, KK.no could easily scale fully responsive native ads to every device and user context. Advertisers simply provided KK.no with a set of components -- image, headline, CTA, etc. -- and DoubleClick automatically compiled ads to fit the look and feel of KK.no across all its digital properties. “This format was new to us, and we were happy to test it together with DoubleClick,” Alfheim shares.
Better user experiences, and more than 85% growth in ad viewability on mobile
KK.no experienced a “very positive trend” soon after adopting Native Ads on DoubleClick, Alfheim explains. Ad viewability increased by 67 percent on all devices, with an 88 percent increase specifically on mobile. With the full-screen format, ad viewability reached 93 percent. “That is amazing,” Alfheim adds.
Importantly, the increase in ad viewability didn’t detract from user experiences of KK.no across mobile and desktop. The component-based nature of native ads ensured they fit into KK.no’s content in a way that wasn’t disruptive to readers. Alfheim explains, “They actually love it. It’s a part of how they consume the content on the site.”
Advertisers also found real value in these new formats.
With our new native format on mobile, we have managed to attract more brand advertisers.
“It’s better for everybody,” adds Chris Talleraas Steen, KK.no’s Sales Director.
Thinking ahead: Bringing programmatic technology to native advertising
KK.no views programmatic as integral to the future of its advertising solutions. While 30 percent of its brand advertisers bought KK.no programmatically in 2015, KK.no anticipates this number will grow by at least 50 percent in 2016. Moving forward, KK.no plans to programmatically sell native ads, viewing this as an effective approach for the performance of both its advertisers and KK.no properties.
As a fashion magazine that deeply cares about high quality content and engaging advertising, KK.no is excited to continue innovating on its approach to native advertising and bring in new creatives that are even more interactive. “We are anxious to develop all this further with DoubleClick,” Alfheim says.