Why Should You Invest in Native Advertising?

Why Should You Invest in Native Advertising?

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In the past, marketers utilized every flashy and obtrusive tactic in their tool belt to grab the attention of consumers. But times have changed. Consumers no longer respond positively to “in your face” advertisements. As a result, a new marketing strategy has gained immense popularity – native advertising.

So what is native advertising and why do 65% of ad agencies and marketers plan to invest an estimated $4.3 billion in it in 2014, according to research conducted by LinkedIn Marketing Solutions? Native advertising is about providing content that matches both the form and function of the user experience in which it is placed. Simply put, native advertising is relevant content that’s meant to seamlessly blend into the user experience and increase engagement. According to an infographic compiled by Sharethrough and IPG Media Lab, consumers look at native ads 53% more frequently than display ads. Moreover, native ads registered 18% higher lift in purchase intent and 9% lift for brand affinity responses when compared to banner ads.

While this marketing strategy isn’t entirely new, it has gained visibility after online platforms, such as Facebook, YouTube, and Twitter, got on board. With Facebook and Twitter, companies can promote tweets and sponsor stories.

If you’re looking to incorporate native advertising into your current marketing strategy, consider these five tips:

Choose the Right Platform

Similar to how you would research the best location to display a billboard, it’s important to choose the right online platform to display your native advertisements. For B2Bs, LinkedIn has emerged as the preferred medium as it has a huge professional following ideal for B2B brands.

Get Familiar with the Jargon

Once you’ve decided which platform is best, take the time to learn its “language.” After all, the whole point of native advertising is to seamlessly blend into a user’s experience, not stick out like a sore thumb. Make sure the tone and type of content you provide matches the platform.

Steer Clear of Anything Too Promotional

Not only does the tone and type of content have to agree with the platform you choose, but it should also be unobtrusive and valuable. Stay away from messaging that’s too promotional or flashy. Instead, create content that’s valuable and aligns with your brand.

Don't Mislead Your Readers

Native advertising walks a fine line between informative and misleading because some users may not realize that a piece of content is really an advertisement. Make sure it’s absolutely clear that your ads are sponsored by your brand.

Remember to Customize Content

Native ads can’t scale like banner ads; therefore, it’s important to customize content for each platform you use. For example, a mobile native advertisement will be different than an advertisement for Twitter or Facebook.

green gecko

In the past, marketers utilized every flashy and obtrusive tactic in their tool belt to grab the attention of consumers. But times have changed. Consumers no longer respond positively to “in your face” advertisements. As a result, a new marketing strategy has gained immense popularity – native advertising.

So what is native advertising and why do 65% of ad agencies and marketers plan to invest an estimated $4.3 billion in it in 2014, according to research conducted by LinkedIn Marketing Solutions? Native advertising is about providing content that matches both the form and function of the user experience in which it is placed. Simply put, native advertising is relevant content that’s meant to seamlessly blend into the user experience and increase engagement. According to an infographic compiled by Sharethrough and IPG Media Lab, consumers look at native ads 53% more frequently than display ads. Moreover, native ads registered 18% higher lift in purchase intent and 9% lift for brand affinity responses when compared to banner ads.

While this marketing strategy isn’t entirely new, it has gained visibility after online platforms, such as Facebook, YouTube, and Twitter, got on board. With Facebook and Twitter, companies can promote tweets and sponsor stories.

If you’re looking to incorporate native advertising into your current marketing strategy, consider these five tips:

Choose the Right Platform

Similar to how you would research the best location to display a billboard, it’s important to choose the right online platform to display your native advertisements. For B2Bs, LinkedIn has emerged as the preferred medium as it has a huge professional following ideal for B2B brands.

Get Familiar with the Jargon

Once you’ve decided which platform is best, take the time to learn its “language.” After all, the whole point of native advertising is to seamlessly blend into a user’s experience, not stick out like a sore thumb. Make sure the tone and type of content you provide matches the platform.

Steer Clear of Anything Too Promotional

Not only does the tone and type of content have to agree with the platform you choose, but it should also be unobtrusive and valuable. Stay away from messaging that’s too promotional or flashy. Instead, create content that’s valuable and aligns with your brand.

Don't Mislead Your Readers

Native advertising walks a fine line between informative and misleading because some users may not realize that a piece of content is really an advertisement. Make sure it’s absolutely clear that your ads are sponsored by your brand.

Remember to Customize Content

Native ads can’t scale like banner ads; therefore, it’s important to customize content for each platform you use. For example, a mobile native advertisement will be different than an advertisement for Twitter or Facebook.

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