Due to its non-disruptive approach, native advertising can offer better click-through-rates (CTR), more leads and better online marketing results than traditional advertising.
Below is an infographic, and supporting article, that will tell you everything you need to know to leverage native advertising for your brand.
Native advertising can be defined as “a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed”. In short, native ads are paid advertisements that look like natural content that matches native user experience, is inherently non-disruptive and function exactly like natural content.
Altogether, native advertising has the following criteria:
- It’s paid for;
- It blends in naturally with the platform on which it appears;
- It’s labeled as sponsored content.
The Interactive Advertising Bureau has distinguished six different types of native ads: in-feed units, paid search units, recommendation widgets, promoted listings, in-ad with native element units, and custom content units.
While native ads vary by form, function, and integration, the new model as a whole is growing substantially. Researchers estimate that by 2021 native advertising will reach revenues of almost three-quarters of the U.S. ad market. Thus, there is no doubt that competitive brands must jump on the native advertising bandwagon as soon as possible.
Why does it work?
Are you still wondering about the effectiveness of native advertising? There’s no need. Statistics show that native ads are doing their job exceptionally:
- 97% of mobile media buyers evaluate native ads as very or somewhat effective at achieving branding goals.
- Native ads have provided an 18% higher lift in purchase intent than banner ads.
- 70% of people say they would rather learn about products through content than traditional ads.
- Compared to display ads, native ads are viewed 53 % more frequently and they provide 60% higher CTR.
- 32% of consumers admit they would share a native ad with their friends and family.
So why does native advertising work so well?
1. It’s targeted
Native advertising is tailored to the audience that reads the specific website or uses the specific app. This creates an opportunity for marketers to narrow their messages for the specific readership.
2. It’s non-disruptive
Let’s be honest, customers despise ads. However, native ads do not disrupt user’s experience on the platform. Rather, they blend in and users don’t perceive them the same way as traditional ads. This leads to a higher trust and interest level.
3. It’s harder to turn a blind eye on native ads
It’s researched that native ads are more engaging than traditional display advertising. In fact, users have learned to ignore banner ads which have led to their decreased popularity over the years. However, native ads are harder to neglect as they blend in with the content of the platform.
4. Native ads can’t be blocked
By the end of 2017, nearly 87 million Americans were expected to use an ad blocker. Native advertising, therefore, is a reader-friendly solution for brands who wish to circumvent ad blockers altogether. As native ads work like regular content, ad blockers can’t detect and block it.
5. It’s easily accessible for brands
More than 75% of US publishers offer native advertising opportunities. That makes it a very accessible form of promotion. There are plenty of opportunities for businesses of any size to advertise on different mediums and reach out beyond the standard social media networks.
The truth is, native advertising isn’t a brand new trend. Ads that blend into the surrounding content have been around for decades. However, there are some fresh trends in native advertising that your brand should be taking into account.
It’s a well-known fact that nowadays advertisers must create strategies with a mobile-first perspective. This means that mobile native advertising will soon dominate the ad space. In fact, in-app advertising is the way to go since statistics show that only 11% of users go to the mobile versions of sites, while 89% prefer apps. Plus, in-app native ads are viewed 3x more often than the banners on mobile sites.