Digital Marketing Strategy: Public Attention in Dollars and Cents
Attention is valuable, and it is the currency that advertisers vie for with their digital marketing strategy. In 2019 alone, brands and companies around the world spent more than half a trillion dollars to put their offers in front of an audience.
Attention is also becoming increasingly scarce. Consumers around the globe, overwhelmed and inundated with incessant and intrusive ads, are increasingly turning a blind eye to them. It’s a phenomenon known as “banner blindness,” and a quarter of US consumers — or 70 million people — block ads altogether.
According to a study from Research Gate, consumers are more likely to avoid looking at online advertising if they have “expectations of a negative experience, the advertising is not relevant to the user, the user is skeptical toward the advertising message, or the consumer is skeptical toward the advertising medium.”
How can advertisers overcome these challenges? Advances in adtech (advertising technology) and MarTech (marketing technology) have enabled businesses to create advertising that is relevant, non-intrusive, and does not distract from the overall feel and experience of a given platform. These advertisements are known as Native Ads, and they have opened up a new frontier for advertising.
Native Ads and Push Notifications
Native Advertising is often delivered to desktop or mobile devices in a “beneath the article” format that resembles the rest of the content on the page. Each Native Advertising provider also offers additional formats and placements, including sidebar “suggested articles,” exit-pop ups, and a variety of other creative options.
By design, Native Advertising is less intrusive and more user-friendly than traditional advertising and can deliver higher engagement levels, which explains their newfound popularity in digital marketing. In fact, the growth of Native Ads in the online space has outpaced that of traditional banner ads for each of the last five years, sometimes replacing the traditional banner ad placements altogether.
Alongside the Native Ads format has emerged “push notification” marketing. These ads are delivered as mobile alerts or desktop reminders that pop up onto the readers screen. Push Network Marketing has also seen explosive growth in recent years, helping businesses reach new audiences in an innovative and exciting way.
These two advertising strategies can have some surprising results for businesses that learn to use them correctly, especially when combined.
An Important Note About Disclosure
By law, Native Ads that appear as recommended content suggestions are supposed to be marked as “sponsored content” — or have similar text that indicates these are not organic site content. However, since the ads have the same look and feel as the platform they are featured on, they seem less intrusive than traditional banners, even with these disclosures. And based on the continual growth of this marketing segment, they seem to be working for both websites and advertisers.