Native Advertising: What It Is and Why It Works
Whether you realize it or not, there is a good chance that you see Native Advertising every day. Despite the ever-growing popularity (and effectiveness) of this ad format, many business owners are still hesitant to take advantage of this high-performing strategy to drive leads, sales, and growth.
However, integrating Native Advertising into your media budget could be a complete game-changer for your business and should not be overlooked.
What Is Native Advertising?
Native Advertising is a powerful form of advertising that seamlessly blends into the content around it, usually appearing alongside or at the bottom of a website’s article or posts. The term “native” comes from the notion that it looks natural — or native — to the other content on the website. Native Advertising is commonly identified by “sponsored links” text (or similar language) near the display widget.
Native Ads bridge the gap between you and your customers in ways traditional forms of advertising cannot, because the content doesn’t look or feel like an ad.
Here’s an example of Native Advertising you may have seen recently:
How & Why It Works
One of the biggest reasons businesses are investing in Native Advertising is to combat an internet marketing phenomenon known as “banner blindness.” After years of banner ads dominating the digital space, consumers are increasingly ignoring anything on a web page that looks like a traditional advertisement.
Native Ads don’t look like obvious banner or display ads, making people more likely to click on them.
Let’s say you own a business that sells insurance policies. Instead of creating a traditional ad touting the insurance you sell and sending people directly to a sales page, your native ads would direct them to a piece of engaging content you’ve created, like an article or advertorial.
This page allows the reader to learn more about your business and become educated about your product, making them more likely to buy the insurance. Some businesses include a call-to-action so that the reader goes to another page to learn about purchasing the product. This method weeds out serious consumers from curious consumers. In other cases, the business may include an order or lead-generation form on that content page itself, under the theory that the reader is more likely to act on the offer.
There’s no sure way to know which method will work. This is why it’s common for businesses to test both types of landing pages to see which one delivers the best customer.
DON’T BE INTIMIDATED. Most Native Advertising companies have a team of account reps who have been in the business for years. They can often help you through this process, so that you’re making informed and educated decisions when placing your ad spend.
By creating engaging and informative content to help educate the audience about your offerings, and formatting the content in a way that feels natural to the reader, you can significantly increase your opportunity to make a sale. This means spending less time marketing to people who aren’t interested and more of your resources on engaging with potential customers to promote your product, brand or offer.
Sounds like a great idea, right? Now learn how to to create native ads that “win the click.”