By Mike Kelly
Native advertising is defined as content in an online publication which resembles the publication’s editorial content but is paid for by an advertiser and intended to promote the advertiser’s product. But it is so much more than that.
Let’s look at some fascinating Native Ad Stats
- The native advertising sector is predicted to grow to $400 billion by 2025.
- Native ads are 62% easier to understand than display ads, and 31% easier to understand than social ads.
- Consumers look at native ads 53% more than display ads
- Native ads create an 18% increase in purchase intent.
- Consumer retention rates for native are 3 times higher than standard display ads.
The Brand Dilemma
Every year, brands struggle to find new ways to connect with consumers. Brands who aren’t already embracing native display, need to consider starting in 2022.
Where else can you catch your ideal consumer (who fits your desired demographic), engaging in content (that they want to read) on popular sites that they visit most? While brands spend alot of time on social media, customers trust ads seen on premium websites much more than ads on a crowded social media feed. Brands need to direct their media buying agencies to allocate a good percentage of budget to native advertising. If the agency won’t or can’t, then call us.
What Can Brands Do On Native?
Promote a video,
Promote a blog or article,
Expand reach and awareness for press releases,
Promote surveys or quizzes, and
Since Native ads see an increase of up to 60% higher engagement rates than other formats and almost 3 times the CTR, brands would be hard pressed to find a more trusted and engaging platform than native. Native advertising also helps to overcome the “banner blindness” and it also cannot be disabled using Adblock.
Consumers can also share the content they visit through native ads. This is great for “word of mouth” campaigns where brands can raise awareness, whether it be a huge sale, public relations or a single product offer. There is no limit to what a big brand can do using native advertising.
Native Will Make Other Channels Better
One thing we see shortly after beginning a native ad campaign is a dramatic increase in performance across other channels – search, social media, traditional display, and retargeting to name a few. If you think about a consumer’s journey to conversion, this makes sense. The first step in attracting consumers is getting your product or service in front of them. Nothing does this as effectively or more efficiently than native ads.
How Can Businesses Get Started?
Luckily for big companies, they don’t have to contact thousands of publishers or set up thousands of campaigns to promote native ads online. Platforms such as Taboola, Revcontent, Outbrain, and Yahoo have developed one stop shops to help companies reach the masses using native ads.
Although perfecting the art of native media buying takes time, using an agency or specialized media buyer who is focused on these platforms can save you hundreds of hours of work.
If you’d like help getting started in native, please contact us for a free consultation.