Make an Impact through Native Advertising
Projected to be the top trend of 2014, native advertising has come to embody a seamless user experience online. So, what exactly is native advertising and how can it help you make an impact? Jonathon Glick, CEO of Sulia, has summarized native ads in the following definition: native ads are a form of content marketing that share functionality with non-ad content, look the same as the other content on the site, and are included in the consumption experience. Examples of native advertising include promoted posts on Facebook, a product video that goes viral, or sponsored content on other platforms like Pinterest or Twitter.
Native advertising consistently performs better than other traditional online advertising. It is now easier than ever for consumers to interact with brands online through native ads. It is more mobile friendly, translating into wider reach, and is excellent for attracting potential customers into your sales funnel. The contextual placement of native ads also leads to better conversions and has a large viral appeal.
A survey conducted by IPG Media Lab and Sharethrough found that people spend about the same amount of time reading native ad content as they spend on editorial content, 71% personally identify with a brand promoted through native advertising, and consumers look at native ads 52% more frequently than banner ads. These statistics make native advertising hard for marketers to ignore. Here are some things to remember when beginning your own native advertising campaign:
- Native advertising is still in the growth phase: It will continue to rapidly change over the next year as it matures.
- Test the waters: Invest a small portion of your budget towards native advertising and use tracking metrics to see what works best.
- Don’t alienate consumers: Trying to trick consumers into thinking your content is not an ad will lead to alienation. Native ads should be easily identified as sponsored but still easy to interact with.
- Use the goals of your campaign to choose where to advertise: Different platforms offer different functionalities. Do your research to find the perfect platform for your native ads.
Until next time,