Native Advertising growing in importance as investments increase

Native advertising has long been used as a  powerful brand marketing strategy. EMARKETER previously forecasted that US advertisers spent $97.46 billion on native display advertising  last year. Unlike traditional ads that often disrupt the user experience, native ads blend seamlessly with the content around them. This approach not only captures attention more effectively but also enhances user engagement. Native advertising continues to grow in popularity, with a significant number of marketers planning to increase their investment in this area.

What is Native Advertising?

Native advertising is a type of paid media designed to match the look, feel, and function of the media format in which it appears. These ads seamlessly integrate with the surrounding content, providing a non-disruptive experience for the user. Common formats include sponsored articles, branded videos, and social media ads that appear in users’ feeds.

The Rise of Native Advertising in content

Recent reports highlight the growing importance of native advertising. According to HubSpot, over a third of marketers plan to increase their investment in native advertising this year. This trend is driven by the effectiveness of native ads in capturing user attention and delivering higher engagement rates compared to traditional display ads.

Why Native Advertising Works

1. Seamless Integration

Native ads are designed to blend in with the surrounding content, making them less intrusive. This seamless integration helps in capturing the user’s attention without disrupting their experience. Users are more likely to engage with content that feels natural and relevant to their browsing experience.

2. Higher Engagement Rates

Studies have shown that native ads generate higher engagement rates than traditional ads. According to Marketing Dive, native ads are viewed over 50% more than banner ads, and they result in a more positive brand perception. This increased engagement is a key factor driving the shift towards native advertising.

3. Improved Trust and Credibility

Native ads often provide valuable and informative content, which helps in building trust and credibility with the audience. When users perceive an ad as informative rather than purely promotional, they are more likely to engage with it and trust the brand behind it.

4. Better Performance Metrics

Marketers are finding that native ads deliver better performance metrics. These ads often lead to higher click-through rates (CTR) and conversion rates, making them a more effective use of advertising budgets. The non-disruptive nature of native ads also means that users are less likely to use ad blockers, ensuring that the content reaches a broader audience.

Examples of Effective Native Advertising

Many brands have successfully leveraged native advertising to boost their marketing efforts. For example, companies like Patagonia and Ben & Jerry’s have used native ads to promote their social and environmental initiatives, resonating deeply with consumers who value sustainability. These campaigns not only increase brand visibility but also strengthen the brand’s connection with its audience.

Implementing Native Advertising

To implement native advertising effectively, businesses should focus on creating high-quality, relevant content that aligns with the interests of their target audience. Here are some steps to get started:

1. Understand Your Audience

The first step in creating effective native ads is understanding your audience. Conduct thorough research to identify their preferences, behaviours, and pain points. This information will guide the creation of content that resonates with them.

2. Create High-Quality Content

Invest in creating high-quality content that provides value to your audience. Whether it’s informative articles, engaging videos, or interactive social media posts, ensure that your content is relevant and useful.

3. Choose the Right Platforms

Select platforms that align with your target audience and campaign goals. Social media platforms like Facebook, Instagram, and LinkedIn offer robust native advertising options that can help you reach a wide audience.

4. Monitor and Optimise

Regularly monitor the performance of your native ads and make necessary adjustments to optimize their effectiveness. Use analytics tools to track engagement, CTR, and conversion rates, and refine your strategy based on these insights.

How to use Native Ads partnerships within your Affiliate Program mix:

Native advertising is proving to be a vital component of modern marketing strategies. Many of the native advertising platforms like Taboolah and Outbrain all have performance marketing teams that work collectively with brands to distribute content and offers throughout their platforms.  Understanding where and how native advertising partners can impact your program growth at each stage of the program lifecycle is important for ensuring your partner segmentation and brand awareness is being leveraged alongside new sales targets.

Native ads have the ability to seamlessly integrate with long form and short content creators and can drive higher engagement rates, and build trust with audiences making it an attractive option for advertisers to leverage on a performance based payment. Understanding how native advertising works and where to leverage these kinds of partnerships in your program growth cycle is an important step for any affiliate manager to take when trying to scale.

By focusing on high-quality content and strategic placement, businesses can leverage native advertising to achieve their marketing goals effectively.


Image by Diggity Marketing from Pixabay

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