Native advertisement camouflages with the pre-existing advertisement platform; social media is the most popular at the present context. Therefore, the ads are aligned with the natural form and function of the user experience in which it is placed. Though presented as a promotional tool, native advertisement acts rather like an editorial content. The harmony native ads creates with the flow of the source convinces users to take notice of the given commentary.
Native advertisment’s effectiveness has brought together brands in full swing towards the seemingly new marketing trend. However, the process at contemporary times is a presentation of an old practice into digital format. For over a century, native advertisement has been transforming to fit into the most trending mediums. The forms of native advertisement platforms have been enlisted below:
1990: Content and context
1910s: editorial + advertisement = advertorial
1920s: Branded radio
1930s: Sponsored radio programs
1940s – 1950s: Branded TV and the soap opera
1960s – 1970s: Space, pop culture, and commercials
1990s – 2000s: Search ads and empire-building
2010s: Sponsored content dominance
Why Native Ads?
The grasp native ads create over the users proves its practicality and effectiveness. As a result, marketers at present opt for native ads over banner and display ads. Hence, the practicality and popularity can’t be foreseen. Sharethoughts share why:
1. Consumers looked at native ads 53% more frequently than display ads.
2. 25% more consumers were measured to look at in-feed native ad placements (the most common editorial native ad format) than display ad units.
3. Native ads registered 18% higher lift in purchase intent and 9% life for brand affinity responses than banner ads.
4. 32% of respondents said the native ad “is an ad I would share with a friend of family member” versus just 19% for display ads.
Native Ads to Support Social Media
Using native advertisement in your social media where deemed appropriate can be a wise move because both mediums carry high potentialities of engaging visitors. Native advertisement can also be used when seeking an audience’s attention. In order to attract users, consider trying the following ideas:
Social Proof for Better Ranking
Posts promoted on an influential social media can help message flow to a larger pool of audience. It encourages a flow of traffic into your website or blog. Native ads can be helpful to sites that aren’t performing well with the SEO. Involvement of social media users can help provide social proof like likes, shares, and comments and help boost landing page activity. Social proof increases message credibility and helps users stay aware of what you have in store for your target audience.
Quality Ad Content
In order to guarantee a return from native ad investment, make sure you put in an effort to create compelling content. What goes in the native advertisement must have insights on your product and/or services, and at the same time be able to attract users’ attention.
Enhance the quality of the content you feed. Incorporating graphics along with supporting text has been proven to be visually appealing. Also, dig deep down your creative mind to get the best out of it. Audiences remember innovative approaches for a longer time.
Include a CTA
The space constraint and the requirement to present your native ad content in the most appealing manner possible can lead to the loss of information. In order to pitch in complete information, include a CTA. Through the CTA, your audiences can learn about your products and services from the website or blog the call to action leads to.