If you are familiar with marketing trends, chances are you’ve heard of native advertising. A new form of advertising that mixes content targeting with traditional ads. It’s important to know what native advertising is and if it’s going to work for your business and target audience.
What Is Native Advertising?
When you think of online ads, what is the first thing to come to your mind? Most likely banner ads. While most people on a site notice those ads, they can easily be scrolled past. It’s similar to how people change the station when commercials come on the radio, or channel surf during the break on TV.
What makes native advertising unique is that it is hard to tell it’s an ad at all! The idea behind native advertising is that the ad takes on the look and feel of the content that is on the website. Whether it’s a YouTube video about Parkour that’s a native ad for an energy drink, or an article about the advantages of white rose bushes that’s a native ad for a nursery, the idea is that the content could stand on its own even if you removed all the sponsored tags from it.
Native advertising is, in its best form, an ad that’s camouflaged as a normal piece of content. This helps increase engagement with it and users are less likely to scroll past the ad.
Does It Really Work?
There is no denying that native advertising can work. As Neil Patel points out, native ads allow you to get around people’s tendency to ignore advertising, and they can even allow you to avoid ad blocking programs that so many browsers use these days. After all, native advertising is in the search results and content list like anything else, so it doesn’t register as an ad.
The key is that your native advertising still has to act like genuine content. That’s where a lot of companies misstep.
Your native ad still needs to provide the audience with something of value. It should, ideally, be a piece of content that happens to function as an ad (sort of like how Bob Ross’s television show still taught you how to paint, even if it was a low-key ad for his art supplies), rather than an ad that’s disguised as a piece of content.
The reason this is so important is that if someone clicks on a native ad, they’re expecting you to deliver on the promise of content. Even if the content is meant to get them interested in your product or service, they want you to give them something of value for their time and interaction.
Programmatic Native Advertising Gets The Job Done
What programmatic native advertising does is ensure that you get the best possible targeting for your native ads. It ensures you are part of a network, and that every aspect of your native ad is carefully weighed, considered, and shown to those most likely to have a positive reaction to it. In short, it takes a lot of the heavy lifting out of native advertising, while getting you the results you want.
Native advertising is a new form of advertising that allows ads to take on the look and feel of the page which creates a better user experience and typically a higher CTR. Reach out to AdCellerant to learn how to increase your business through native advertising.