Before the internet, we called it “advertorial”. A native ad is a piece of content that follows the natural form of its media environment. The beauty of native advertising is that customers are more receptive to it because it mirrors the content they’ve come to see, instead of interrupting it. Here’s why you should consider it.
More than 90% of publishers now offer native ads. Readers engage with the content organically and for longer, because a) it doesn’t disrupt their user experience and b) it gives them added value.
Native ads are viewed and consumed just like editorial is. When done properly, they appear at the right time and place along the customer journey. That means higher engagement. A study conducted among 4,770 people found that 32% of readers would share native content with a friend (versus 19% for other digital ads).
Native, like all other content marketing tactics, shouldn’t be considered in isolation. It falls within the paid media umbrella of your content marketing plan and complements other awareness efforts. When considered as part of a larger customer purchase pathway, it can improve reach and engagement while driving growth in owned and earned channels.
Display ads were originally designed for desktop; they don’t transfer well to mobile. Because mobile display ads are so predictable, users have developed “banner blindness”. Online users are asking for a better experience.
More than half of digital ads go unseen. Marketers need to be smarter about what content they push to which audience.
When native is done well it adds value to the brand and the consumer. The opportunity is to tell a story in a way that builds on brand trust and encourages users to share the content.
We put together this infograph of 9 stats that support the use of Native in your overall digital marketing plan.