Preciso has launched a new integrated advertising solution, Ultima, to deliver efficient and targeted native ads that drive meaningful engagement while minimising ad spend.

 With consumers becoming less tolerant of disruptive ads when browsing or shopping online – and blind to more traditional advertising banners – the value of native has never been greater. In fact, the global market is set to reach $400 billion by 2025. 

Preciso’s new Ultima solution provides a holistic tool to transform native campaign management by:

• Using machine learning technology to create personalised campaign creatives – e.g. text and imagery – and automatically embed them within web pages to combat banner blindness and drive meaningful engagement at scale 
• Deploying AI bid-smart technology to optimise the bidding and buying process in real time, ensuring only the most relevant ad placements are secured, minimising ad wastage and associated carbon emissions 

Early results demonstrate that Ultima is enabling advertisers to capitalise on the effectiveness of native to engage more new users, increase awareness and brand visibility, and reduce spend. 

Performance tests conducted for a fashion client showed:

• 2.1% CTR (vs 1.84%  Industry Average) 
• 65.94% Engagement Rate (vs 60.03% Industry Average)
• 3m 46s Average Session Duration (vs 2m 40s Industry Average) 
• 32.54% Bounce Rate (vs 35.76% Industry Average) 

Native placement CTRs also performed higher than display across verticals such as Pet/Animal, with a performance of 1.96% vs 0.46% respectively. 

Commenting on the launch, Preciso’s Head of Data & Campaign Analysis, Boomathi Boominathan, said: “As consumers’ banner blindness continues to drive advertiser spend from display towards native ad placements, we are well positioned to drive real value for the user, enabling them to immerse themselves in content directly relevant to what they are consuming on the page – rather than generic content based on previous clicks. This is what naturally makes native ads more effective and we’ve found a way to maximise that for our clients”.

Preciso CEO Piero Pavone, added: “With Ultima, we are continuing our journey as disruptors in the world of ad-buying and media strategy. This revolutionary product is already delivering higher CTRs and dwell time for our brand advertisers – while significantly driving down CPMs and site abandonment. What’s more, those clicks are leading to sustained engagement – people really are reading the content that we’re putting in front of them. We are delighted with the initial findings.”