The digital marketing sphere for branded content or native advertising is constantly evolving. This is because people respond less to conventional ads. However, when an advert takes the form of the media that a web visitor is binging on, we call it “Native Advertising”. Native ads are super effective because they take the look and feel of the editorial flow of a webpage. Branded content or native advertising is not in any way misleading ads, but a way of getting the attention of users that find it difficult to be sensitive to new media formats.
For instance, personally, I find it difficult to give attention to banner ads or social media ads. However, when they come in the form of content that has an eye-catching headline, I tend to become interested.
Native ads are non-disruptive, unlike their counterparts that torment web visitors with pop-ups and pop-unders. In the course of this article, I would be taking you through a beginner’s guide to Native Advertising. Without further mouthing, let us delve in.
Why Digital Marketers Should Start Using Branded Content or Native Advertising
Over the past few years, digital marketers have bitten the dust and decided to include Native ads in their advertisement campaigns. A similar study from a renowned site; CMO.com showed that “Over thirty-two percent of CMO’s have purchased or are planning to purchase native video advertising in the next six months. ”
This statistic only shows how super important Native advertising is to digital marketers. Here are a couple of reasons why digital marketers often like to opt for native advertising campaigns.
- Native Ads are effective in capturing the attention of website visitors. This is due to the fact that Native advertisement does not look like conventional ads( as long as enough caveats are placed around it) they perform far better in engaging the audience.
- Native advertisements can be shared on social media platforms since they take the form of conventional content. This increases the probability of the advert going viral.
- Native Ads do a good job in fostering the relationship between a brand and its target customers. Brands that connect native advertisements with a media outlet have more chances of having their content shared.
- Native ads integrate well with mobile platforms. They are usually hosted in the content of third-party sites, which means that these ads can be deployed across devices like tablets, smartphones, or desktops. This would increase the reach of the ads across a lot of devices.
- Native ads can steer up deep and rich user engagement with brands and customers. The media that is portrayed by native ads are very informative and as a plus, are non-intrusive.
What Formats does Native Advertising Take?
Native Advertisement comes in six ad unit types, and they are as follows;
- Paid search units: These are ads that appear in search results.
- Recommendation ad units: These ad units are paid content recommendations that are based on the search history and reading of the user.
- Promoted Listings: When you visit top eCommerce sites like Amazon, Ali Express, or Esty, there are products that are always advertised in the product search. These are native ads cause they take the form of eCommerce products users want to buy.
- In Feed Units: In Feed units are stories that take the look of a news feed
- Custom Content Units: A publisher and advertiser can work hand in hand to create custom ads. There are no limits to what can be achieved with the collaboration of advertisers.
What is the difference between Native Advertising and Traditional ads (social media ads or Banner ads)?
As a digital marketer, understanding how native ads work would help us to understand the best campaigns to run. There are strategies that are profitable and take time and patience to yield results, and there are others that give you an instant boom. One of the keys to success in the native advertisement is to target your campaigns by widget or site.
The major difference between native advertising and traditional ads is that native ads take the media format that the consumer is already hooked on, be it, video, text-based content, or search engines.
As for traditional ads, they take the form of media formats that the user is foreign to. For instance, a user might be binging on some text-based content and suddenly get a pop-up of an ad copy. Advertising with Google is a typical example of traditional ads though they mostly come in a contextual manner.
Basics of Native Advertising Improvement Process
The process of improving your native ads boils down to two steps:
- Getting good clicks
- Getting Good Conversions.
Getting Good Clicks
This entails that the digital marketer pays for traffic that can wind up in a sale. Ad networks and traffic sources that might bring a business owner bot traffic or traffic from audiences with low CTR is big no!
This also implies that a marketer should scout for potential clients that have the right images and creative text that can explain a service or product in a flash. The marketer should also keep in mind that getting clicks is not the only goal.
Getting Good Conversions
This is where your brand’s landing page comes into work. A marketer should bring in all his/her content creation skills and create a landing page that can take your leads down the sales funnel. Getting good clicks would increase your click-through rate. And who knows, get you better conversions.