What is Native Ads? In 2018, about $ 8.8 billion was paid for native ads, making it one of the most important global marketing trends. By giving users an unbroken experience, native ads have a better CTR. It brings more leads and online results than traditional ads.
What knowledge of do you need to update marketing trends? Continue to explore the article together with me!
What is native ads?
This is ads that have the same form and content as regular content. It makes it difficult for users to recognize that this is actually an advertisement.
Have the following characteristics:
- There is a fee
- Appear naturally on the platform on which it is displayed
- Label sponsored content (sponsored content)
6 basic types of native ads
- In-feed: display advertisements that interspersed with other articles of the website/app
- Paid search
- Recommendation widget
- Promotion listing
- In-ad with native element unit: Standard sized IAB ads. But it does contain natural content, appropriate for the context in which it appears
- Custom content unit: content targeted to special audiences such as sponsored playlist by Spotify
Although native ads come in many different forms and modes of operation, they generally bring about sustainable growth. It is estimated that by 2021, natural advertising will reach nearly a quarter of the US advertising market.
Therefore, there is no doubt that big brands will soon grasp this advertising trend in order to increase competitiveness.
How does native ads work?
If you are still wondering what the effectiveness of native ads is, look at the following metrics:
- 97% of mobile media buyers rate native ads as helping them achieve branding goals effectively.
- Native ads increase purchase intent in brand lift by 18% higher than banner ads.
* Brand lift is the extent to which an advertising campaign affects brands. Usually brand lift is measured by 3 indicators, including the index of purchase intent.
- 70% of users say they prefer to learn about products through content rather than traditional ads.
- Compared to display ads, native ads are viewed more often than 53% and bring about 60% higher CTR.
- 32% of customers admit they will share native ads with friends and family.
Why are native ads so effective?
Target the target audience
Native ads are designed for users who read a website or use a certain app. Because of this way marketing staff can send their message to a more specific audience.
Do not disrupt user experience
To be frank, no user likes advertising. Native ads will not disrupt the user experience on the platform like traditional ads. This will help customers feel confident and less uncomfortable.
It is difficult to be ignored
Native ads are easier to engage with users than traditional display ads. In fact, users often ignore banner ads. So this type is losing its position over the years. However, users will find it hard to ignore native ads. Because for native ads, ads have been mixed into regular content, which makes it hard to recognize.
Cannot be blocked
It is estimated that by the end of 2017, nearly 87 million Americans will use ad blocking applications. Therefore, native ads will be the solution for brands. Because native ads work just like normal content. So the ad blocking application cannot be detected.
Accessible
More than 75% of US blog sites engage in native ads, so this type of approach is very accessible. Businesses can advertise in many sizes, across platforms and reach multiple channels, not just regular social networks.
Current trend of native ads
In fact, native ads is not a new trend. The concept of inserting ads into content to “disguise” has been applied for decades. However, there are now some new trends in that increase the effectiveness of an advertising campaign.
Mobile application
Nowadays, when advertising campaigns you must prioritize mobile devices. Native ads on mobile devices will soon dominate the advertising space.
The fact that in-app ads are a wise choice. Because the survey shows that only 11% of users access the mobile version of the website, the remaining 89% use the app. In addition, in-app native ads are viewed 3x more times than banners on mobile websites.
VR advertising
Virtual reality has a great potential for promoting. The 360-degree video feature gives advertisers the opportunity to place individual ads. This method is obviously more attractive and meets the natural criteria of native ads.
User generated content
Today’s customers demand very high reputation of the brand. One of the best ways to ensure reputation is to add user-generated content to the native ads strategy. User generated content is much more reliable than brand-written content. In addition, this content has many different forms. For example, social networking posts, surveys, votes, reviews …
Natural video content
Video is one of the fastest growing advertising channels in recent years. Because of the high involvement index and engagement, this form can also be applied to a native ad. The fact proves that compared to pre-roll ads, native ad creates better brand lift.
How to run native ads effectively?
Read the object carefully
First you need to identify:
- Who is the target audience?
- What is their problem?
- What kind of content do they want?
- …
You need to use all available data to analyze online users. The quickest and simplest way is to use link shortening tools like Capsulink or Google to get a comprehensive view of the topics users like to read and the websites that they visit most often.
Create value and delight readers
The best way to reach readers is to gather what the user likes and create something that is valuable to all readers.
No need to talk directly about the product
Many successful ads have shown that to advertise effectively, you don’t have to talk about your product or service.
Let me give an example. In many cases, businesses are very successful in incorporating their products / services into films. Promoting natural products in this way is called Product Placement (embedded marketing).
Meet the posting criteria standard of ads display website
Although this is a form of paid advertising, but not so you can do it through the speaker. Your ad should have the same tone and style as the other content on the website. Remember your main purpose is to make users read the ad content without realizing the difference in quality between the ad content and other text on the website.
Creation
In the end, don’t be afraid to be different. Be creative and overcome the framework of a standard advertising strategy. Native ad sends messages more than taglines or CTAs. So seize the opportunity to create compelling, engaging and groundbreaking content. Content targeted to your specific audience.
Not all businesses use native ads effectively because they went in the wrong direction. While every marketing campaign is different, there are some general rules that apply to all brands and businesses. Ensuring compliance with these rules will help your advertising campaign promote stronger.
What is 7 things to consider when running a native ads campaign?
Choose the right platform
This is the most basic step to ensure your content appears to the right audience. It sounds obvious, but I repeat once more. You should consider choosing an advertising display platform carefully.
- Considering how often your target audience visits that website?
- Make sure your content is relevant to the website?
- Do you have enough tools to create that type of content?
For example, if that platform requires you to invest in image ads, you have to see whether you have the resources to design such ad or not. If you choose ad text, the content must be similar in style to other texts on the platform.
Create content specifically for the platform and readers
Determining who the target audience is still not enough for successful advertising. A good native ads sample is:
- Interested in users
- Ensure content has the same style as other content on the platform.
For example, if you want to create a slogan, pay attention to how other slogan is and then do the same …
Invest in quality
Most of the success of native ads campaigns comes from the quality and value of the content. Unless you want to post simple image ads, you have to invest content that brings real value to the reader. The best way is to thoroughly analyze the website to understand what the website reader likes to read.
Eye-catching and mobile-friendly design
Design plays an important role in the success of native ads. You not only ensure the quality of the content but also must invest in the image. Also, try to make your ad appear naturally on the platform.
If the advertising design is commensurate with the web design, it is easy to attract the attention of customers. In addition, you need to be aware of mobile device friendliness. Most web surfers use mobile devices. So you must ensure the best user experience on mobile devices.
Limit mention of brands
Because customers do not know your brand yet, they still do not trust you. But do not think repetitive brand will make customers remember you. Actually, it just backfired. Instead, focus on providing value in content marketing and avoiding brand mention too much.
However, you also do not need to avoid it. To naturally mention the brand, you need:
- Link to advertise on certain pages on the website. Of course, the page must have content related to the ad or add a backlink to the landing page for the particular campaign.
- Add logos to the ad design or on the image.
Do not forget to experiment and optimize
You should try the ad campaign in many ways and adjust if problems arise. Do not forget to take care of every little detail. The advertising campaign contains not only content but also headlines, slogans, designs and even landing pages. If you can measure their strength and optimize accordingly, you will surely succeed.
More powerful CTA
Effective CTAs are often short and go straight to the point. CTAs also include verbs that call for action. Adding CTA to an ad campaign is not only important, but also a must. Although some users will act without prompting. But for many other users, a strong CTA will be the reason for them to act.
If it is okay to choose a CTA, it is best to create several versions of CTA. And then test to see which works best. But don’t forget to keep the other ingredients intact.
Conclusion
This is not easy, but at least you should remember one rule:
Your must have content and style that is perfectly compatible with the website. Combining this principle with the 7 notes above, you can create impressive native ads with customers.
And what is the reason many businesses are starting to care about native ads? The nature is also because of the user experience needs.
Users increasingly dislike ads and try to block banner ads. In this situation, native ads will be a solution to help your brand succeed. But for native ads to be effective, you also need to attract the attention of users and provide them with interesting, valuable information.
By cleverly inserting the general content of the website or app, users will not recognize and ignore your ad. Therefore, native ads is a method of advertising you should put into an online brand promotion campaign as soon as possible.
By now you should know what native ads are and what the importance of native ads is. If you have any questions or comments, comment below this article!
Wishing you success on the upcoming marketing deployment!