Why should I do native advertising?
Native advertising is a great way to expand your reach in a discrete yet effective way. In an increasingly crowded digital world, it’s more important than ever to create ads that are more engaging and less intrusive. The native advertising format is a great way for your brand to do this. As the name suggests, native advertising is all about creating promotional content that blends into the look and feel of a website, and therefore is more likely to be read compared to a regular paid advertisement. This improves your brand’s chances of connecting with readers and ultimately converting them into customers.
What does native advertising look like?
Native advertisements appear in online media and print media. When done well, native advertising articles should have a very similar appearance, form, and focus to the other content pieces around them, helping them to blend in. They should tell a story in a similar way to a regular editorial article and avoid being too brand-heavy. Native advertising articles must have some kind of disclosure that the content is sponsored or advertorial. In-feed native ads are shown as recommended content on the pages of media outlets and are subtle, helpful, and non-intrusive.
What are the benefits of native advertising?
Many brands, ranging from established corporations as well as smaller startups, have leveraged native advertisements to their advantage. Often, companies are prompted to try native advertisements when the return on investment in other more traditional paid marketing efforts (such as PPC) starts to diminish. Native advertising enables businesses to reach audiences at highly impactful moments — for example, when they’re already consuming content and more open to discovering something new.
Further benefits of native advertising include:
Space: Native advertising articles are often between 500 and 1,000 words in length. This gives your brand more space to tell a better, more authentic story and thus use content more effectively. This is particularly important for more expensive products, where more introduction, explanation and persuasion is needed to move the user along the buyer journey.
Authenticity: Through better targeting and personalisation technology, native advertising brings brands and people together in a more authentic manner.
Easy targeting: With the extensive targeting options available, it is easy to reach people interested in a particular product with related content and to target/retarget customers and buyers in the sales funnel.
Attention: Unlike banner ads which are explicit in their intention, native ads blend in better into the content landscape and do not look like traditional ads. Therefore, they receive greater attention from consumers and are less likely to be filtered out. By blending in with the user experience, native ads present themselves as editorial content of value to consumers
Credibility: Content which is co-created by the publisher rather than just the advertiser gains more consumer trust. It helps businesses build trust among their audiences and share valuable content.
Higher CTR: Higher perception and credibility leads to higher engagement with native ads, which results in a higher number of clicks.
FAQ about native advertising
What is native advertising?
Native advertising means “advertising in a known environment”. Native advertising are therefore ads that adapt to the look and feel of the website or publication in terms of their form, function and integration. In online media, native ads are primarily located within or below the editorial content. Within print media, native advertising articles typically occupy their own page.
Native ads should hardly differ from editorial content in their appearance — and therefore should be perceived by the user as a recommendation from the publisher. For example, native ads are included as sponsored posts under or alongside contextually appropriate articles and offer additional, relevant content. A shift from push to pull communication is created that reaches the user and potential customers on a different level of attention.
How much does native advertising cost?
The cost of native advertising varies and is affected by the volume you are looking to drive. There are many factors such as the actual publisher, the format, the automation and integration used. Typically, the higher the reach or domain authority of the publisher, the higher the costs. Also, just like any advertising format, the pricing depends on where the ad is shown and to how many people. If you’d like to find out more about the specific costs for your brands and discuss your overall goals, reach out to us using the contact form.
Where do native advertisements exist?
Native advertisements can be found in a range of both print and online media. In print media, they typically occupy their own page which is designed to blend into the rest of the publication. In online media, they often exist underneath or alongside editorial articles in a suggested content section.
How do I measure the success of native advertising?
A typical native advert in online media has the following success metrics: the bounce rate (the percentage of people who immediately leave the native ad) the cost per visitor (the amount you pay for the advert divided by the number of visitors), the cost per lead (the cost of the advert divided by the subsequent number of visitors to your website), and the cost per sale (the cost of the advert divided by the number of subsequent sales made that are attributable to the advert).
As print media is offline, it is a bit harder to measure success of native advertising — which is often why brands choose to include a special discount code and URL in their advertisement to better track its impact on website traffic and sales.
How do I get started with native advertising?
To get started with native advertising, we’ll set up a call to discuss content, budget, and goals. Reach out to us using the contact form or Chatbot if you’re interested. We’ll provide you with information on timelines, pricing, and best practice for native advertising.
Any other questions?
Get in touch with us using the contact form and one of our team will be in touch with you.