An ad that matches the editorial flow without screening ‘notice me, I’m an ad!’ works.
Because its non-disruptive nature better appeals readers.
Native advertising has taken over the digital world in recent years with many brands relying on sponsored posts as their prime business model, and there’s no sign that it will slow down anytime soon.
In fact, experts anticipate that native advertising will comprise 74% of all ad revenue by 2021.
With that in mind, it’s clear that, if you’re not on board with native advertising, you should be, but how do you jump in?
Here’s what you need to know:
How to do Native Advertising correctly?
Remember this: when people don’t succeed at native advertising, it’s typically not because the premise is flawed, it’s because the execution is off.
With that in mind, stick close to these native advertising dos:
1. Keep the customer in mind.
Everything you do in native advertising, you should do from the customer’s perspective. What are the questions they need you to address? What information do they need? What are their pain points? How can you resolve these things for them? When you keep your customers’ point of view at the center of your journey, you have a better chance of hitting your ads out of the park.
2. Make deep focus a goal.
Rather than taking a “Spray and pray” approach to your native advertising, stick with narrowly-focused content that speaks directly to your target audience and most valuable customers.
Don’t just provide the same material they could find anywhere else – take a deep dive and provide real value.
3. Develop content from scratch.
When it comes to native advertising, it’s better to build content from scratch than it is to create it around messaging. When your advertising has too much PR in it, it loses its value to customers.
4. Create interest, not interruption.
Interruption is a sure-fire way to sink your native advertising results. With this in mind, work primarily (if not exclusively) with channels that are aligned with your services.
Not only does this increase the likelihood that your advertising will “work,” but it also cuts down on the level of investment you need to make to ensure it goes through.
Aside from these dos, it’s essential to remember to be yourself in your native ads. Customers are smart, and they’ll be able to tell if you’re trying to fit a round peg into a square hole.
The more natural and on-brand you can stay in your native ads, the more effective they’ll be in the long-term.
Native Advertising Ad Types
Today, there are several different native advertising types you have the option of using.
Here are a few of the biggest ones to focus on:
In-feed ads are editorial advertisements that look like they’re a natural part of a news feed. While their appearance varies depending on where they appear (in-feed ads will be different on social media than they will on mobile, for example), the goal of in-feed ads is that they blend into their environments. This helps ensure customer attention and a lower bounce rate.
Recommendation units are quite a bit different than in-feed ads, as they appear based on an algorithm that interprets what a user is currently reading or interacting with.
Common at the bottoms of news stories, they typically have an “around the web” or “recommended” heading.
Promoted ads are pretty similar to recommendation ads, except that they advertise specific products rather than editorial content. These ads are typically marked by a callout, such as the examples in the screenshot from Etsy, above.
The callout is required by advertising rules.
In-Ads with Native Elements
These are some of the most popular ad types. They appear outside the editorial well but continue to offer value for people looking at them.
Unlike other types of ads, they’re not governed by stringent rules about how and where they are presented. The only real guideline is that advertisers must make sure to post their brand somewhere on the ad.
Paid Search Ads
Paid search ads are some of the best-known ads out there. While not everyone believes they qualify as native ads, they’re essential to understand. Commonly seen at the top of Google search results, paid search ads are sponsored ads that Google labels automatically.
Examples of Native Ads
Want to learn more about native ads or how you can use them in your marketing? One of the best options is to review various examples of native ads. From print advertorials to online advertisements and beyond, there are dozens of different ways to utilize native advertising.
When you see how other people do it, and you have an appreciation for the vastness and flexibility of native advertisements, it opens the door for you to introduce native advertisements into your marketing strategy, or to improve our current use of native ads.
Go ahead, Native away!