Native advertising is the fastest growing advertising technology and is projected to overtake traditional banner advertising in the next 4-5 years. Publishers and brand marketers feel native ads ensure much higher brand engagement which in turn results in a higher number of clicks and higher revenue. Studies have shown that native ads draw significantly more attention than traditional digital ad formats. So, native advertising platforms are growing in stature, importance and number. As a publisher, it can sometimes be a bit confusing to choose the right native ad network for your website. AdNow is one of the relatively new native ad networks that has made a place for itself by providing efficient services and boasts of having 150,000 publishers on board. Content.ad is another competent native ad network that pays publishers to display high quality promoted content on their websites, across the web and on mobile applications.
In this article, we will do a relative analysis of these two native ad networks and try to figure out the advantages and disadvantages these two native ad networks may pose for publishers.
AdNow vs Content.ad: Minimum Traffic Requirement
Publishers don’t need to cross a minimum traffic threshold to get accepted. The platform accepts all active websites with quality content in any language and a minimum daily traffic. AdNow approves all websites manually and takes not more than 2 days to either approve of or reject a particular site.
In order to get approval from Content.ad, your website needs to have a good volume of European and tier 1 traffic. The site also needs to have around 30,000 monthly page views. The review process of each website takes up to 2 business days. Once the website gets approved, publishers have to integrate the JS code or HTML code. There are plugins and widgets available for WordPress websites. If the traffic is from Europe, then there is a possibility of getting approval with lower traffic metrics.
In the AdNow network, publishers are paid on the basis of impressions. There is also a way to generate more revenue through the AdNow referral program. If a publisher refers others to join the network, when the websites are accepted the publisher receives 5% of the total revenue on a weekly basis.
Content.ad shares 60% of the generated revenue with the publishers. The rest 40% is retained by the network.
AdNow vs Content.ad: Ad Quality
The one factor which may cause AdNow to lag behind other native ad networks is its poor quality ads. Most of the ads look and feel the same, are product-based and related to the health niche.
Content.ad hosts low-cost CPC ads which direct the user to traffic arbitrage sites. Most of their advertisers generate from Europe. Therefore, their global fill varies accordingly with medium quality advertisements. When compared with larger networks such as Taboola and Outbrain, the Content.ad ads can seem a little spammy.
AdNow vs Content.ad: Publisher List
Amazon, eBay, PeerFly are some of the publishers of the AdNow network.
Content.ad is chosen by top publishers around the world like Reader’s Digest, photobucket, 123 Greetings and abc News Network.
AdNow vs Content.ad: CPM and RPM Rates
We have seen Adnow perform well for EU traffic. Adnow CPC rates are particularly high across the whole of Europe. The data represented here primarily refers to traffic across South Asia and India.
The CTR of a publisher in the AdNow network depends on the theme, slot and country of the website, the expected range being 2 to 3%. The eCPM is about 40 cents and can vary from $0.1 to $2, depending on the country.
The CPM for native ads depends on the location and quality of traffic and conversions. Content.ad has a CPC of around 3 to 6 cents. The RPM offered is in the range of 5 cents to USD 2. It has proven to be a source of steady earnings to publishers with a good volume of tier one traffic. The platform works well for all types of niche websites because they have a good advertiser base in that segment. It offers a full 100% fill rate to its publishers.
AdNow vs Content.ad: Payments and Earnings Report
AdNow pays publishers on a NET 7 basis. The minimum payout threshold is $20. Payment is made through different modes such as PayPal, Wire Transfer, WebMoney and others. But the payment withdrawal process is allegedly not very smooth. AdNow also provides publishers with a minutely detailed statistics report of their performance in real time.
Content.ad is quite profitable for publishers having niche websites with a steady and substantial flow of EU traffic. Publishers are paid on a NET 30 basis. The minimum payout threshold is $50. They pay on both CPC and CPM bases. The different portals through which payment is done are PayPal, ACH or direct depots for publishers based in the USA or eCheck/Global ACH for non-USA based publishers. Wire Transfer is also supported for which the company charges a fee of USD 15 for US publishers and USD 20 for non-US publishers.
Native advertising is here to stay and more and more publishers are opting for this high-paying ad format. AdNow and Content.ad are both very good native ad platforms that have proven to be great alternatives to some of the big seasoned players in the industry like Taboola, Outbrain and RevContent. However, both the networks have some shortcomings. While AdNow needs to do some serious work to improve the ad quality, Content.ad needs to develop a global reachability and should be able to monetize global traffic in the way it monetizes EU and Europian traffic. Having said that, no ad network is all-inclusive and ideal. You, as a publisher, have to choose the ad network that is right for you by trial and error. AdNow and Content.ad are both great native ad networks and are definitely worth trying at least once.
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