The fastest growing segment of digital marketing is native advertising. What do these media buyers know, and what can we learn from them?
In simple terms native advertising matches the look and feel of the content around it. So, why would that be so special? To dig into it lets look at consumer behaviors and views on advertising.
Consumers dislike intrusive ads. They are far more likely to leave your site if you are annoying them with pop up ads, pre-roll videos, even large dynamic ads can leave a negative impression in the consumers mind.
Consumers dislike irrelevant ads. When you miss the mark of the target consumer, consumers not only ignore you, they are left with a negative opinion of your brand.
Additionally, easy to use and in some cases free ad blocking software is being used by a growing segment of the population.
Native ads answer these issues very well. First they are not very intrusive. Native ads do not appear like traditional advertising and don’t raise the red flag of alert in the mind of consumers the way many banner style ads do.
Native ads can still target a specific behavior or demographic group, but even when they miss the mark since they match the feel of the surrounding content they don’t tend to raise the hackles of potential consumers.
Lastly, native ads are often able to slip through the net of ad blocking software, allowing you to still reach your intended target.
So what does all this mean? Do I take all my advertising dollars and push it towards native. Not necessarily. I would encourage you to take some of the principles of native advertising and utilize them in your marketing across all platforms.
For instance, live DJ endorsements on your local radio station accomplish many of the same goals. These ads are done live, outside of regular advertising blocks in many cases and don’t suffer the tune out fate that commercials in a regular ad block might face. It would not “feel” like regular advertising and if the consumer isn’t interested it just feels like their favorite DJ talking to them.
Sponsorship of specific programming with a live-read might be more likely to ensure you talk to a listener/viewer most likely to engage with your product. With the right script you a pre-recorded commercial could even match the look and feel of the programming around it.
Look for things like billboards in radio and television, advertising that includes naming rights on contests or inclusion in anything that gives name mentions. These products feel more like the native content around them, but still provide you with the ability to build your brand recognition.
Native ads are a great way to be less intrusive, and get more engagement from your consumers. Look at why they are effective and spread those principles across all your advertising for more effective campaigns.