As the volume of content has increased on the internet, staying in front of consumers with engaging messages that are both fresh and relevant can be a challenge. That’s why native advertising is helping marketers position their brands on the right platforms, at the right times, when consumers are most receptive.
What is Native Advertising?
According to the Interactive Advertising Bureau, native advertising was first recognized as a form of advertising in 2014.1 Since then it has gained popularity, as it enables marketers to embed ads that seamlessly fit in with what the consumer is already viewing or interested in based on their most recent searches.
Native ads blend in with the existing content on a webpage. Although many people think of native advertising as limited to sponsored social media posts on Facebook, Twitter and Instagram, native advertising can take limitless forms.2 Native ads can be thought of as fluid, adapted to the formatting of whatever surrounding content they are placed into.
When it comes to finding innovative and proven strategies to attract more consumers, here are the top three reasons why native ads can be your secret marketing weapon:
Gaining in Popularity
Due to its personalized nature, native advertising is the fastest-growing marketing segment, increasing in usage by 35% from 2017 to 2018.3 Not only have they become a common tool for marketers, but consumers tend to show a preference for native ads. Marketing research suggests that over 70% of consumers prefer to get information about a company by way of sponsored ads or a collection of articles, rather than through traditional marketing (i.e. commercials, email advertising, pop-up banner ads, etc.)
Gets Past the Skeptical Consumer
Since native ads match the editorial look and feel of the site on which they appear, they are not viewed by consumers as ads. This “incognito” feature of native ads allows them to feel more relevant and immediately valuable to the consumer, lowering the common objections or skepticism that traditional advertisements often raise. And, the more value the consumer can get from your ads, the higher the likelihood that they will purchase from your company and view your brand as being both useful and credible.
Fits How Consumers Search
Positioning and personalization in marketing are key. Getting your marketing messages in front of the right people when they are primed to receive it will make your marketing campaigns more effective. The advantage that native ads have over traditional advertising is the seamlessness to which they fit into the consumer experience. It is this that makes them extremely effective marketing tools that should be leveraged often to increase customer acquisition.4
As your marketing needs evolve, incorporating native advertising is a must to better position your brand to attract the right audiences at the right times and on the platforms they use the most. If you’re looking for innovative strategies to take your marketing to the next level, click here for a host of immediately actionable strategies that work.