Native Advertising, the seamless advertising experience
Native Advertising is a form of paid media which appears as part of the actual visual content design. Many advertising experts like David Ogilvy believe advertising should be seamless and integrated into platforms consumers frequently use. Native advertising aims to create a seamless experience for the user. Users don’t realise they are sold something.
Back to Basics
Let’s step back. Before Facebook, Instagram, Twitter, or Google Ads existed, advertising legend, David Ogilvy expressed how he envisioned successful advertising. He said, ‘It has been found that the less an advertisement looks like an advertisement, and the more it looks like an editorial, the more readers stop, look and read. Therefore, study the graphics used by editors and imitate them. Study the graphics used in advertisements, and avoid them.’
Some Native ads examples are:
- Suggested Posts
- Promoted Tweets
- Sponsored Stories
- Spotify’s branded playlist
- Snapchat stories
Native Advertising popularity is growing in marketing communities around the world is growing. It is one of the leading digital advertising trends for 2017.
A native advertising campaign run by GE reached 5.1 million people using native advertising, resulting in an impressive 8% Click Through Rate.
No More Banners Ads
According to a recent report by Sharethrough consumers look at native ads 52% more frequently than display banner ads. Native ads also show 18% higher purchase intent over banner ads.
We are exposed to endless online marketing trends since the explosion of the smartphone and the growth of online shopping. Companies use various tactics to interact with their customers. Banners ads popping up everywhere scream about sales, last chances to capture attention. Customers find the use of banner ads invasive and annoying. Advertisers consider them as less powerful. Larger companies are moving away from the hard sell to natural advertising methods.
People didn’t change, Technology Did
Customers no longer appreciate interruptive banner ads. And, I agree it isn’t the best way to get attention. Try looking at your marketing efforts, as offering customers an experience that focuses on them and you will achieve connection. Remember people are people. They didn’t change, technology did. Yes, it has created limitless opportunities to interact with customers and achieve that sale. The company that touches a customer’s sense of awe without pulling and dragging is the winner.
Simply put don’t be the clothing company with the irritating salesperson who insists everything looks good on you and follows you around the store, invading your personal space and doesn’t allow time to think.
Platforms Available to Native Content
An open platform allows sponsored content to promote across different sites. These platforms are often advertising networks allowing the promotion of native advertising content like promoted listings, websites, images, music/playlists, posts/stories, and videos. Content discovery widgets like Outbrain or Stumble Upon belong here.
Closed platforms only allow advertisers to create and promote content within the platform. Facebook, Twitter and Google AdWords display sponsored ads offer targeted ads based on user information.
Native Ads with Media Boosts Conversion Rates by 60%
To increase conversion and customer engagement of your native ads include interactive media like video, images, voting poll or downloadable discounts.
To Recap on Native Advertising – A Digital Marketing Trend 2017
Native advertising is a type of disguised advertising, usually online, that matches the design and function of the platform upon which it appears.
Native ads create a seamless advertising experience. Customers can search and explore their platforms without feeling bombarded by ads.
Customers consume native ads like they would normal editorial content.
Reports have shown Native ads out preform banners ads
Boost conversion rates by including media rich content to your native ads