It’s happened to all of us. While browsing online, you come across an article that interests you, click and immediately engage with the content. After perusing the story, you notice the words sponsored by” or “promoted by” and can’t help but feel “duped”. But, instead of glazing over the ad, you took action. This is a great example of the power of native advertising. You may have heard native advertising referred to as sponsored content, paid-for-content, advertorial etc.
Native ads are designed to match the environment they live in, and look and feel like usual content. Think of native advertising like a digital chameleon; quick to adapt and blend in with its surroundings wherever it may be. Native advertising can come in numerous forms. They can be ads that appear on publisher sites like Statesman.com or social platforms like Facebook and Twitter. As traditional display tactics lose their edge, it’s no surprise companies are shifting their digital dollars towards more effective strategies, like native advertising.
Native Ads vs. Display Ads
- Native ads are more visually engaging than banner ads. Consumers looked at native ads 52% more frequently than banner ads.
- 32% of consumers said the native ad “is an ad I would share with a friend or family member.”
- Native advertisements registered 9% higher lift for brand affinity and 18% higher lift for purchase intent responses over banner ads.
Statistics provided by sharethrough
Make Your Native Game Strong
Be a Resource
Use native ads to showcase your knowledge and level of industry expertise. This is a great example of native advertising. It outlines pros and cons of both monthly payment and lump sum pension buyout options, backed up with hard numbers and how accepting a pension buyout offer can affect your tax status.
Capture the interest of the target user. Target your ads appropriately and get your message in front of the right audience. Here is an example from MotorTrend.com.
Make it Count
Don’t waste your shiny new site visitors! Leverage your native advertising success by bringing those users back to your site to complete an action or learn more about what you have to offer. Retarget those users who have visited your site and stay top of mind.
More on retargeting here.