There have been many marketing trends over the years and native advertising is not new. This form of online marketing or online advertising is focused on having phrase or content as king. Often times, it’s difficult for a brand to advertise itself without making it so obvious. Statistics shows that people hate advertisements. I mean, how many times have you skipped an ad on YouTube?
However, native advertising seamlessly intertwines with the web page content that it’s almost inconspicuous to the untrained eye. So what is native advertising? This is a form of online advertising that is placed among content on a web page, meaning it appears as a piece of article on the web page. Good examples of native advertising articles include those “from the web” posts at the tail end of blog posts, a sponsored hashtag on twitter or even a suggested post on Facebook.
The chances of a banner ad gaining virility are quite slim. However, a well-designed native advertisement article can easily go viral. The future of digital marketing is on the hands of content conscious marketers, search engines and users. This makes native advertising a very powerful medium of advertising. Now, what are the benefits of native advertising?
Consumers have a higher chance of viewing native advertising than display advertising. Native advertising captures the consumer attention since it seems as an extension of their favorite web content. Similarly, the engagement is relatively higher compared to display ads or known as pay per click ads. The native advert format finds the consumer at a familiar location and simply uses their interest to tell a brands stories. Its non-intrusive nature works wonders with consumers.
Adds value to consumers through relevant information
The architects of native advertising intended the format to be presented as a piece of relevant information to consumers. How this actually turns out depends on the content creator. The biggest challenge native advert creators’ face is how to strike a balance between creating a clickable piece of content that actually adds value to the consumers. A native article combines best advertising practices and a high skill level of competency in content creation.
It’s easily shareable
Every digital marketer would give anything to ensure each piece of content created is good quality, unique content, shareable or better still, gain virality. And here is what statistics say about native advertising that; 39% of consumers are likely to share a native advert as compared to about 19% who would share a display advert.
Engagements are higher
The idea of advertisement offering valuable information to consumers mean they would be more interested with building a relationship with such a brand. This kind of branding is vital to the achievement of business marketing goals and objectives. Native advertisement help brand achieve such success in building profitable relationships.
There are a number of platforms offering native advertising. A business would perform better if they place their native adverts on an industry targeted publication. This form of adverting has benefits in the short run and long run. Broadly, there is higher interactions, engagements and occasional virality.