Native advertising is one of the best ways to create awareness about your products and achieve a good return on investment by acquiring new clients. This form of marketing has gained traction owing to its success in our current digital world, while other mediums like TV and radio are struggling to survive. If you are looking to implement native advertising, then this post is for you. We will look at some of the noteworthy trends and explain why they work. But first, an explanation of what native advertising is.
What Is Native Advertising?
Native advertising is a form of digital marketing in which advertisements match the look and feel of the platform they are being advertised on. In some instances, they also serve the same purpose as the platform itself. The main idea behind these ads is that they don’t intrude or draw attention away from the content being read or watched by the end user. You will find these types of ads on social media websites, blogs, or apps.
Video Native Advertising
When it comes to digital content consumption by the general public, videos take the lion’s share. More people are watching videos than reading. It’s easy to see why, given that videos tend to be more engaging, and in the case of entertainment, more immersive.
Advertisers and advertising platforms such as digital marketing agency are aware of this, hence the trend of offering native ad services, and social media platforms like Facebook and Twitter are investing a lot of resources in video hosting and streaming technologies. Unlike pre-roll video advertising, where most users always skip ads as soon as they can, native video advertising is non-intrusive, and according to a recent study by the company Sharethrough, has a better return on investment.
More Advertising on Mobile Devices
As of 2018, the number of users accessing the internet through mobile devices grew from 57% to 63% – surpassing those using desktops or laptops. Advancements in the user experience have brought the same convenience normally found in desktop computers to mobile devices. Coupled with the portability handheld devices offer, it’s no surprise that mobile devices have taken the lead.
This is why marketers are concentrating their native advertisements on mobile devices. With so many apps at their disposal, most companies that have used native mobile ads have had a great deal of success. If you are starting in native ads, combine native video and mobile ads, and thank us later.
With great power, comes great responsibility – and native advertising is no exception. Given the nature of native advertising, it is hard for consumers to identify free from paid content. In the beginning, most companies didn’t pay close attention to this, but now that regulatory bodies such as FTC have noticed the potential of this marketing strategy, regulations have been introduced to protect consumers.
Among the many legal standards of native ads, a noteworthy regulation is informing the end user that the platform being used is receiving money to recommend the content they are advertising. The standardization process is still in its early stages, so expect to see more laws being passed in the coming years.
Why Native Advertising Works?
Here are some of the reasons why native advertising works compared to its more traditional counterparts.
From the user’s perspective, native ads are non-intrusive as they don’t try to sell a different idea from what the user is already reading or watching, but rather complement and add value. This is why most users who interact with these ads convert to sales so well.
It Provides Some Level of Discreteness
Unlike traditional ads, native ads, to some degree, allow companies to stay discrete. This will enable them to get more people interested in their content as opposed to if they knew they were looking at an advert.
Users Get Value for Their Time
Unlike traditional ads, which in some instances use unorthodox methods such as click-baiting, native ads give value to those they attract.
If a business wants to run a native ad campaign successfully, they have to spend significant time researching and creating content that will match the usefulness of the media that will advertise it. If a user clicks on a native ad, they are guaranteed to get what they expected.