Marketing Trends Series: Native Advertising a More Effective Form of Marketing

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In this weekā€™s edition of our Marketing Trends Series, we are taking a look at a form of advertising that has rapidly grown over the last several years: native advertising. Marketers are migrating and implementing such advertising because it is better at building trust and engagement. Plus, it feels more authentic with prospective clients and customers than traditional paid media ads.

Understanding Native Advertising

Native advertising is advertising done in an online publication. Itā€™s designed to closely resemble content published by that website, but itā€™s actually paid for by the advertiser with the intent of promoting a product, service, or other offering.

This form of advertising has become incredibly popular over the last few years. Native ad spending was at $1.6 billion for the year in 2012, and by the end of 2017, it is expected to reach approximately $4.6 billion. The reason for this is that many advertisers have come to believe native is significantly more effective than traditional display ads. One study by Sharethrough and IPG Media Lab found people look at native advertisements 53% more than they look at display ads.

ā€œNative advertising is the hottest new traffic strategy in digital marketing. Native advertising is on the same trend line that ā€˜content marketingā€™ was on back in 2010ā€¦ about 18 months before every chucklehead with a keyboard became a ā€˜content marketer.ā€™ā€ ~ Molly Pittman, Digital Marketer

Basically, native works because it is treated like any other piece of content on the platform hosting it. When done well, it does not interrupt the user experience.

Creating a Native Ad Plan That Works

If your business is interested in looking into native advertising as part of your marketing strategy this year, here are a few things you should keep in mind:

  • Donā€™t be overly promotional: Donā€™t turn your native ad into a press release for your business. Your brand name and logo will be placed alongside the content, so you donā€™t need to spend any time branding your content. In fact, you donā€™t even have to mention the name of your company at all. This is the biggest mistake made by companies that are new to native advertising.
  • Create content that draws people in: You do not have to be overly boisterous when it comes to the tone you take with native ad content. Remember: Youā€™re trying to get people to come to you, visit your website, and purchase your products or services. Focus on saying interesting thingsĀ rather than being aggressively self-promotional.
  • Be consistent: Donā€™t expect to see immediate results from a single piece of native advertising content. This is a type of advertising you have to be persistent with, so you should be committed to a long-term plan.
  • Stay brief: Brevity is important when it comes to native advertising. Again, one of the big benefits of this type of advertising is that it is designed in such a way that it minimizes the intrusion into a userā€™s experience on the site. Too long, and you run the risk of being intrusive.
  • Make your content consistent with your brand: This should go without saying, but it is worth repeatingā€”any content you create, whether written or visual, should always be consistent with the image you have established for your brand. This will help ensure you attract the kind of people who are actually likely to become customers.
  • Analyze examples of good native advertising: If you are new to native advertising, one of the best ways to learn how to do it well is to check out examples of other companies that have already achieved success using the method. You might be surprised at the extent of success many companies have already experienced in their native ad campaigns.


Companies that invest in native advertising are well-positioned to see improved lead generation and overall brand recognition.

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