Headline Writing and Analysis
As shown in Why Buy Native?, native ads receive large amounts of attention from consumers browsing headlines in content feeds. Because of that the headline is the most important element of a native ad. It is the only element of a native ad that 100% of users will see, making it a perfect place to create positive brand associations. Given that, Sharethrough recommends keeping the following in mind when making native creatives:
Sharethrough has also created a free online tool that offers real-time feedback on headlines to help improve effectiveness. You can access that here.
Contact a Sharethrough rep for additional materials, including an in-person headline workshop and companion handbook.
On all impression requests, Sharethrough will request two images:
For desktop bid requests, the small mobile thumbnail image (#1) is optional. For mobile web and app bid requests, the large desktop thumbnail image (#2) is optional. In either scenario, we highly recommend providing both images to maximize thumbnail resolution and prevent the image from getting cropped.
Assuming an image is provided in one of the above aspect ratios (1:1, 4:3, or 16:9), the thumbnail will render as follows:
In the 20% of impressions outside of a 2:1 aspect ratio, the thumbnail will be cropped to fit the publisher’s designed integration. In those rare instances, Sharethrough applies image cropping technology to locate the center of the image and crop the image around that center point to the placement’s specified dimensions.
To maximize your campaign’s engagement, follow the below best practices for thumbnail images: