Photo by Anete Lūsiņa on Unsplash
It’s becoming clearer now that native advertising is undoubtedly the next big thing. Perhaps more accurately, it’s the current big thing as it has been an industry buzzword these days as big time publishers like Forbes, Twitter, and Business Insider have started to adopt this kind of marketing strategy and consistently serve native ads to their audiences.
You might have seen an article on a website, probably went to the Travel page and clicked through it because you found it relevant. While scrolling through, you discovered a luxurious resort. That’s essentially what native advertising is about. It is creating the perception that the content is discovered by the user and not because it was directly promoted to him.
Native advertising, at its core, is another form of paid media where the promotion experience follows the natural characteristic and function of the user experience in which it is placed. It is a sort of publicizing that coordinates the visual structure, look and feel of the platform upon which it appears like a natural content.
It is simply a kind of advertising that delivers relevant content in a familiar context to the user. Its message resonates with the audience and therefore, is relatable. Its main goal is to optimize the user experience when serving the ads.
Though it is a form of advertisement but it does not really look like it is one, unlike with traditional banners or display ads which is clearly identifiable. In many cases, it functions as an advertorial.
Native ads mesh into the platform, fitting seamlessly into the customer’s browsing experience so that it felt like they naturally found it.
Native advertising is already everywhere and has been already used by prominent publishers around the world. It may be a new form of marketing strategy, but given the rate of its usage and response, one could tell that it is indeed effective even from a consumer’s point of view.
If you compute it from a cost per impression standpoint, native advertising is in fact effective. The return on investment is even greater compared to other forms of digital advertising.
Based on preliminary results, there is a clear indication that native advertising will remain as a top brand marketing strategy.
If you don’t want to lose out from the competition, implementing this strategy would be beneficial to your brand in the long run.
All marketing strategy aims to promote brand awareness and drive conversions. But native advertising is entering the field with a totally different look which lures almost everyone, even the critical ones.
Due to its seamless form, it is therefore embraced by a large number of people with less repulsion. As a result, it not only engages the user but also converts them into real customers.
Native ads provide a higher brand lift and purchase intent than standard brand marketing strategy.
Many advertisers get confused when they first hear about native advertising, mistaking it as a light form of content marketing.
Although content marketing and native advertising do rely upon advertiser-generated content, that’s about all they have in common. Native advertising is actually more akin to display ads that get an advantage by being placed within content from trusted providers.
While you may have gained insights on what native ads look like and how to do it, it is still best to talk to a brand marketing strategist to leverage on your brand’s total potential energy.