Native Ads: Don’t Sleep On Them!
What a great time to talk about Native Advertising.
Why?
Because there is never a bad time to talk about it. 😉
This is neat stuff!
Example of a native ad.
“First… what is it?”
Have you ever scrolled through a website and noticed an ad that looked like it belonged there?
It might have had a similar format to the content around it or even looked like an article or post.
This is called native advertising, and it's becoming an increasingly popular way for advertisers to reach their target audiences.
“Mkay… that doesn’t sound too different from a normal display ad campaign. What’s so great about native advertising?”
Sure, here are some statistics comparing native ads to regular display ads:
Engagement: According to Sharethrough, native ads generate an average of 20-60% higher engagement rates than regular display ads.
Purchase Intent: A study by IPG Media Lab and Sharethrough found that users had an 18% higher purchase intent after viewing a native ad compared to a banner ad.
Brand Lift: A study by Nielsen found that native ads on mobile devices increased brand lift by 82% compared to traditional display ads.
Ad Blocking: According to a survey by HubSpot, 64% of people who use ad blockers say they would consider turning them off for native ads.
Click-through rates (CTR): Native ads are more likely to drive clicks and traffic to your website. Native ads usually run a higher CTR than display ads which have an average CTR of 0.05-0.1%.
Viewability: According to Google, native ads have a 20-60% higher viewability rate than traditional display ads. This means that native ads are more likely to be seen by users.
“Great! So, what are some things to think about when considering a native campaign?”
Glad you asked! Here are some things to keep in mind:
Set clear goals: Define what you want to achieve. Setting clear goals will help you determine the right strategies to use.
Identify your target audience: Use data to identify your target audience. This will help you create relevant and engaging native ads that resonate with those people.
Create compelling native ads: Make sure your headlines and visuals are eye-catching and relevant, and that your ad copy is concise and compelling.
Choose the right publishers: Select websites that align with your target audience and campaign goals.
Optimize for performance: Monitor your campaign performance in real-time and adjust your targeting, creative, and bidding strategies as needed.
Measure and analyze: Use data to measure the success of your campaign and identify areas for improvement and refine your strategy for future campaigns.
Is it right for me?
Native is definitely something to consider as you think about future marketing efforts for your destination and brand.
Lucky for you, I work in this stuff every day and am more than happy to answer any further questions you may have about native advertising.
Further, our dsp, BASIS, offers access to a wide range of publishers, so we can take the time to identify the ones that are most likely to reach your target audience.
In Summation…
Display ads and native display ads are two types of online advertising that use visual elements to promote products or services.
Display ads are traditional banner ads that are placed in designated ad spaces on websites or apps, while native display ads are designed to blend in with the content of the website or app and are often integrated into the content itself.
Both types of ads can be effective at driving conversions, but native display ads may be more effective at capturing the attention of users and driving engagement.
