News Feed: All About Multi-Vertical
.Hey there! This is Push.House. Before diving into advertising through Push.House, advertisers need to determine what exactly they plan to promote. The market offers a wide array of offers, many of which boast consistent relevance to audiences regardless of the season. Numerous product and digital offers are equally popular across regions and can benefit from advertising through push notifications. However, one stands out as more suitable for notifications and is perceived by users differently than typical advertising content. Today, we’ll delve into the unique multi-vertical that advertisers at Push.House are keen on – The News Feed.
The News Feed
The News Feed is a news site with numerous advertising announcements in various formats (banners, video creatives, etc.).
Offers in this vertical are not products or services but a specific piece of news. Therefore, the advertiser attracts traffic not to the offer’s landing page. But directly to the platform where the user can explore the thing of interest. Of course, the advertiser won’t receive any payment for reading the news. However, how can they achieve profit? It’s simple.
Upon accessing the news, the user lands on a specially designed site, primarily composed of diverse advertising announcements promoting specific verticals. Sometimes, the advertising content may be natively integrated into the news. This approach aims to establish a high level of user trust and enhance the offer’s credibility.
News Feed Offers
The advertising announcements encountered on the News Feed are published by the platform’s internal monetization department. Most of these are e-commerce and nutra offers, with occasional appearances from other popular verticals.
Popular verticals featured on the News Feed:
– Nutra
– E-commerce
– Finance
– Cryptocurrencies
Most news pieces on the Feed are dubious, often termed ‘yellow journalism’. These differ from quality content in that they often have clickbait headlines but keep the specific content within the material private. For instance, a user clicking on the news about pension or exemption increases might land on an article containing advertising content for microfinance organizations and banks.
The advertising offers on the page are designed by the platform’s internal media buying department. Only verified creatives of quality offers make it onto the site, ensuring mutual benefit for both parties involved in the advertising.
Geography and Target Audience
News Feeds exist in almost every geographical region where independent low-quality media enjoys popularity among the populace. Frequently, these feeds mimic popular publishers, thereby boosting audience trust in the resource.
Regarding the target audience, the traffic predominantly falls in the 35-50 age group. Typically, these are residents of non-central regions with moderate levels of awareness and average purchasing power. Such users readily believe news with little consideration for the source’s credibility.
Payment Models
Most News Feeds offer advertisers multiple collaboration models. The choice depends on the anticipated revenue model and the advertiser’s marketing strategy.
Popular payment models for News Feeds:
- Revshare: Advertisers receive a preset percentage for all user actions on the platform. This works well for long-distance advertising and dealing with major news.
- CPA: The classic payment model where advertisers receive a payout upon users completing a specific action. The CPA rate on the News Feed is often lower than what affiliate networks offer for direct offer advertising, given the additional sales element where the News Feed acts as an intermediary.
- CPC: Advertisers receive small payouts for each user who clicks on the ad. It is considered less profitable, but it can yield high profits with substantial traffic volumes.
Occasionally, you might encounter a CPA+CPC model. With these models the advertiser receives a payout for each user’s click on the ad. Plus a guaranteed payout upon specific user actions.
Approaches
Advertisers don’t design creatives for specific verticals when working with the News Feed but for the news. Consequently, they can’t directly influence the final CTR. Success in advertising here hinges on the effectiveness of creative presentation. Achieving a high CTR for ads on the News Feed can be attained by creating a clickable headline and provocative and intriguing visuals.
We’ve discussed creating clickable headlines and preparing advertising images with high CTR here and here.
When selecting offers for the News Feed, advertisers choose news stories that could benefit them profit and capture users’ interest. The most popular news categories on the Feed, based on which clickable descriptions and headlines should be designed, include:
Launch News Feed offers on Push.House traffic
Payouts and Pensions
Considering that the target audience of the News Feed is in the pre-retirement or retirement age, news about payout increases or potential pension raises are deemed most crucial for site visitors.
Mysticism
Users have always been intrigued by mystical and enigmatic topics that reveal secrets or mysteries. Recently, there’s been increased interest in esotericism. Things like tarot cards, and magic are among various population segments in different regions. Advertisers can capitalize on this surge in user activity.
Stars and Celebrities
Who eats what, where they go, what they say, and what they wear. More than the celebrities themselves, users love knowing about their lifestyles. Even a mundane news piece can be presented as a global-scale event.
Trash-Talk
Any news of a dubious nature that shocks readers. This category includes any ‘shocking’ scientific discoveries that could revolutionize the world.
The fundamental rule in creating advertising for the News Feed is intrigue. The headline and image must provoke a click and promise the user an emotional guarantee after reading. It’s precisely emotion that serves as the trigger for the click.
The subject matter inside the news should be kept a secret. The user should only speculate about the object or event being discussed. An anonymizing approach is the key. For example: “This product helped me to recover in a day…”
Other equally popular approaches include:
- Personal addressing – “You’ll stop using toothpaste when you find out…“
- Incompleteness – “To lose weight, she simply drank this daily…“
- Cause → Effect – “I had just applied for a loan when I received this notification about it…“
- Exaggeration – “Until doctors globally ban this, find out the truth…“
- Call to action – “Apply for this certificate and receive a payout of 12,000 rubles…“
- Name-dropping – “Steve Jobs turned out not to be who we thought he was…“
Conclusion
The News Feed is an effective advertising option. Users are more inclined to click on news notification alerts. Especially when they see a mention of a topic that interests them. By leveraging this, advertisers can achieve consistent profit without using specific landing pages. Simply by employing quality content, where they simply need to redirect traffic. Advertise with Push.House and achieve your goals alongside us.
Best of luck!
