In-feed ad inventory continues to grow over the years: more and more publishers and advertisers are interested in this non-disruptive advertising format. But what exactly are in-feed ads? Are in-feed ads available in Programmatic?
Today, learn what in-feed ads are, how you can purchase them and discover some ad examples. All this explained with simple words (and for free), thanks to Ted Jordan, our Digital Advertising expert.
Ready to dive in the world of in-feed advertising?
What are in-feed ads?
In-feed ads are native ads that are displayed at the beginning or at the end of a feed, or between the feed’s content. These ads match the content and format surrounding them. They are available on all devices: desktop, tablet, mobile, connected TVs.
As a reminder, feeds are streams of content that you can scroll through.
In-feed advertising allows non-disruptive ads to be displayed to users, without them realising it. Because these ads are shown when a user is scrolling a page, their content feels natural. In-feed ads bring a good user experience to websites or apps. That’s one of the reasons publishers tend to offer this ad format to brands more often.
Types of feeds
In-feed ads are mainly available on news websites (such as Yahoo or MSN) and on social media feeds (Instagram, LinkedIn, Facebook). But in-feed ad types are evolving all the time and it’s difficult to know exactly how many formats publishers are offering these days through in-feed advertising.
IAB considers that there are 3 main types of feeds to advertise on and 4 main types of in-feed formats.
3 different types of feeds:
- Content feeds
News aggregator websites (CNN, Yahoo) and publisher content websites. - Product feeds
E-commerce websites and apps such as Amazon, eBay, Etsy with “suggested products” or “sponsored” ones. - Social feeds
Social media networks such as Instagram, LinkedIn, Facebook, TikTok.
4 main types of in-feed ad formats:
- Story ads
In-feed ads sending users to a product, an article or an advertorial. - Video ads
In-feed ads, with a thumbnail and lines of text, linking to a video. - App install ads
In-feed ads inviting users to download an app. - Product ads
In-feed ads on e-commerce websites sending users to a product page.
Social feeds offer the biggest variety of in-feed ads: product ads, video ads, app install ads, story ads, story ads, etc.
In-feed ads examples
How to buy in-feed ads in Programmatic
In-feed ads, even if they are native ads, can be bought through Programmatic platforms such as Demand-Side Platforms.
The key is to find the best DSP where you can advertise with native in-feed ads. Luckily for you, we compiled a list of the best DSPs of 2024: click here to know which DSP is the best for native advertising!
If you are starting your journey in Programmatic Advertising, make sure to know the basics of Programmatic and to be aware of the most used formats so you could decide which one is best for your campaigns.
Knowing the Programmatic basics and how to set up campaigns can be done easily by joining a self-paced online course. Or you can contact our expert, Ted Jordan, and ask him questions. He will quickly find solutions to your problematic and will use his experience in advertising to create the perfect campaign for you.
In-feed advertising FAQs
Are in-feed ads and instream ads the same?
No, in-feed ads and instream ads are not the same, even though they can be mistaken, if you advertise on YouTube for example.
Instream ads, also called pre-roll or VOL, are shown before, during or after a specific content while in-feed ads are situated in the video suggestion list for example.
What are the advantages of in-feed advertising?
In-feed ads offer great advantages: they increase user satisfaction because they bring some value and are not disruptive, they are perfect on mobile because users are used to scroll to discover new content, they reach new users that are interested in similar content, etc.
Users tend to appreciate in-feed ads’ transparency. Indeed, a label is disclosed on in-feed ads: “sponsored”, “promoted”, “advertorial”, “sponsored by”, etc.
Are in-feed ads good for brand awareness?
In-feed ads are great for branding campaigns and performance ones. Indeed, depending on your goal, adapt your ad content and your KPIs.
Use in-feed advertising for app install campaigns, conversion-goal ones, or to reach more potential customers and send them to your website!
What KPIs to track in-feed ads performance?
Select your KPIs meticulously before launching an in-feed ad campaign. Ask yourself: what is the goal of the campaign? How can I track in-feed ad performance?
You might use CTR, conversions, app installs, clicks, number of forms, etc. as KPIs.
If you are not sure which KPI is best for your campaign, contact a Programmatic expert for help or learn Programmatic basics through an online course.
