Year by year, new traffic sources emerge in traffic arbitrage. In fact, there are so many new sources that some resemble the existing tools. This is what happened with the teaser and native networks — they are so similar that webmasters may confuse them.
In this article, we will review teaser and native networks’ distinctive features. We will compare them to find out which ad format is best for the nutra.
Creative Format
The first thing we’ll consider is the format of creatives. This is the key factor that characterizes native and teaser networks.
Let’s review creative formats in more detail.
Native Networks
The format of native ads is “lighter” than that of teasers. While the teaser traffic objective is to provoke users’ interest and intrigue, native ads provide the viewer with accurate information about the offer.
This is what ads in native networks look like:
They are seamlessly integrated into the website content, keep on the right side of the user and help them make an informed purchase decision. This allows you to avoid misclicks and attract a motivated audience only.
However, the format has its downside: a lower CTR, because they will click an intriguing teaser more than a native ad.
This teasing and flashy format is still relevant in many GEOs. It is distinguished from most ad formats by providing a user with incomplete information.
Teaser ads capture the user’s attention with unfinished headlines, clickbait, and intrigue. A person clicks on an ad out of interest rather than to purchase something.
Here’s what typical teasers look like:
Do you sense the intrigue?
They allow to bypass the banner blindness and achieve high CTR by using bright colors, animation, newsbreaks, and clickbait. The format finds a receptive audience in Tier-3 GEOs, where they are not yet familiar with these ads.
As to teasers’ downside towards the ad format, it irritates the audience. Audiences are tired of aggressive advertising, so they scroll through teasers or block ads with AdBlock.
Creative Format: Summary
The principal difference between ad formats involves the promotion approach.
If you prefer aggressive ads with high CTR but a cold audience, then teasers would be your choice. If experience suggests that it is more profitable to attract a motivated audience, then opt for native networks.
Build the promotion strategy on the GEO and the mindset of the people who live there.
Native networks work better in technologically advanced GEOs, where users are tired of hard-sell advertising. Teasers prove to be more efficient in regions new to digitalization.
Traffic Price
Cost of promotion affects your budget, scaling, and convenience of tests and beginners’ training. Traffic prices in native and teaser networks vary as well.
We analyzed the market and the pricing policy of each traffic source.
Native Networks
Traffic in native networks is “warmer”, and therefore costs more than in teaser networks. Countries and platforms for placement are fundamental factors for promotion cost evaluation, and therefore, we’ll focus on the lowest prices.
- The average minimum CPC in native networks is $0.2 – $0.3.
- The average minimum CPM is $0.5 – $1.
Teasers are clickable and therefore they attract a cold audience mostly. Misclicks are also relevant for this source, so the traffic price is lower:
- The CPC in teaser networks starts from $0.001.
- The CPM starts from $0.01.
Teaser traffic is much cheaper, but it is not always more profitable.
Traffic Price: Summary
In terms of traffic prices, teaser networks are more profitable than native ones. A teaser click is several times cheaper, but this does not always make teaser networks more efficient.
The campaign performance and budget depend on the advertising rate as well as on the quality of the audience. Let’s compare the quality of the audience in native and teaser networks.
The Quality of the Audience
Audience quality indicates a user’s willingness to buy “here and now”. It is difficult to track without tests, but there are some consistent patterns in each traffic source.
Let’s consider them in more detail.
Native Networks
The quality of the audience in native networks is often better than in teaser networks. There are several reasons for that:
- Format. Ads in native networks provide the viewer with full information about the offer. When there’s no intrigue, a person knows exactly what they opt for.
- As a rule, native network platforms are better for ad placement than teaser ones. These are large established resources that focus on a solvent and informed audience.
- Technologies based on user experience are more common in native networks. They are designed with user behavior in mind and may be helpful, for example, when choosing the best placement among the publisher’s content. This has a positive effect on both clickability and the perception of ads.
Native ads are more reliable, so misclicks are much less common in this case.
Despite the high clickability, the conversion rate of teaser ads is lower than of native ads.
The ad format tends to be the main reason for this. The user clicks on the ad out of interest, they know nothing about the product and they must be warmed up. Consequently, the majority of the visitors leave the website.
The issue may be resolved by compiling a retargeting database, expanding the sales funnel, and improving the quality of the pre-landing page. But there’s no escaping the fact that the quality of the audience in teaser networks is lower than in native ones.
Hosting platforms and bot traffic also affect the quality of the audience. In this view, you might want to consider this aspect on a case-by-case basis: many teaser networks cooperate with large resources and restrict bots while many others don’t. To be on the safe side, you might want to study the feedback about the platform you’re interested in.
The Quality of the Audience: Summary
In terms of audience quality, native networks are more efficient. A “soft” and reliable ad format attracts motivated users only, while established hosting platforms allow the webmaster to contact a payable audience.
Promotion Product Requirements
Ad requirements are the following criteria for assessment. The convenience of promotion and the adjustability of the traffic source depend on high assessment criteria. Moderators check creatives manually, and therefore cheating won’t work.
Let’s figure out which requirements to consider.
Native Networks
The native networks policy is stricter compared to teaser networks. It’s not as strict as on Facebook or Google, however, the source is not suitable for the following verticals:
- Adult. All kinds of adult offers are prohibited in native networks.
- Gambling & betting. The majority of native networks won’t promote betting and gambling offers.
- Dating. It allows only mainstream offers that do not include 18+ content both in creatives and on landing pages.
- Nutra. Some offers like potency treatment are also prohibited.
Besides, you can’t encourage violence, racism, discrimination, religion, politics, and any illegal activities in native networks. Your creatives must also be unique since native networks take copyright seriously.
This means that the creative-making process is more time-consuming in this case. The webmaster must consider many aspects, while they won’t be able to promote offers in some verticals.
But things are different in teaser networks.
Teaser network requirements are less demanding than those of native ones. It is enough to comply with the law and follow a few simple rules:
- No abusive language. Abusive language is prohibited.
- No unsafe resources. It is prohibited to advertise automatic media download resources; multiple redirections and content that deviates from the original ad are restricted as well.
- It is forbidden to promote inaccessible or empty resources.
- It is also prohibited to encourage terrorism, extremism, hatred, and other statutorily prohibited things.
Apart from this, you can advertise any offers; the moderation of teaser networks is less strict than in many traffic sources.
Promotion Product Requirements: Summary
Teaser networks are more friendly in terms of the policy. In teaser networks, you can promote more offers in different verticals, and the requirements for creatives are limited only by law.
But keep in mind that the advertising network policies vary. We have described the common features of traffic sources, and therefore you must study the requirements of your ad network before launching ads.
Technology & Advanced Features
The convenience of your work depends on the audience selection algorithms, automation tools, and some advanced features. Let’s consider some features ad networks focus on.
Native Networks
Adaptability is considered the main vector of native networks. They commonly focus on their ad format, improving it with the user experience and analytics.
For instance, you can find unique tools in many native networks that teaser networks do not provide:
- Automation Service. For example, in some native networks, you can import a product database for e-commerce and the platform will select the offer for the viewer.
- Analytics tools of native networks track the ad performance in different countries, simplifying the adaptation of the region and traffic.
- Native network optimization tools are also improving. Platforms integrate solutions that may help you determine the bid to attract more traffic.
- Advertisers’ algorithms also affect the audience’s attitude towards ads, so native networks consider this aspect as well. For example, they have a technology that calculates the points of attention on the web page and determines banner placement based on this data.
Also, many native networks have specialists to help the webmaster with localization or creatives’ personalization; they may offer translation services or may help fill in the landing page with content.
What solutions do teaser networks offer?
The main vector of teaser networks is adjustability and additional sources. Commonly, you can launch, for example, push or pop-under campaigns in teaser networks. This helps webmasters expand outreach and experiment with different formats.
This is the key benefit of teaser networks. Teaser networks’ technology roadmap lags further and further behind native ones. True, most of them support rule-based optimization and bot traffic filtering, but teasers don’t have such efficient tools as native networks provide.
Localization service and customer support depend on the specific network, so you might want to study the reviews before launching ads in the network.
Technology & Advanced Features: Summary
It all depends on the specific network, but, as a rule, native networks are more technologically advanced. While teaser networks are focusing on bot cleaning and expanding the capabilities of the platform, native networks are improving algorithms and developing technology.
Both approaches are promising since bot cleaner is just as important as some advanced features.
Summary
As always, it’s up to the webmaster. Teaser networks are better because of high clickability, low prices, and less strict moderation; they are best for fresh GEOs and Tier-3 regions. On the contrary, native networks provide a high-quality audience, advanced technologies, and a seamless ad format that keeps on the right side of users. This approach is relevant in the advanced world.
Therefore, it’s for you to decide. Both traffic sources are promising and demonstrate good results in many verticals; it all depends on the approach you’ll choose.
Do you have successful cases in a teaser or native ads? What do you prefer? Share in the comments!
Have a nice profit!
