Wednesday, September 27th, 2023
For survival, any living entity is in constant motion, striving forward, twisting and turning as ambition is a nonstop moving target. Online advertising is no different as it’s forever evolving.
What worked last month may no longer work today.
Technology is a blessing as it can be a curse. It has empowered individuals to work, read, shop, socialize, and find information with pinpoint precision.
This technological revolution has also become a difficult pill to swallow for some established traditional based industries, such as media advertising, as it can be a risky crap shoot to begin with.
Because of the Internet, once we the consumer begin searching for information, what we’ve come to expect is precise data to be served up to us instantly.
This is available wherever we are, or whatever device we use.
What we want is to make our lives easier, save time and money in this consumer orientated landscape.
For businesses, this means providing information that their buyers are demanding, this in the places where they frequent the most, and do so without disruption.
Say hello to native advertising.
Native means naked at its basic core.
It’s less obtrusive than any other form of traditional advertising methods before it, which at times involved forcing ads down someone’s throat.
Since display advertising can be distracting, to get better more refined and desired results, what native advertising does is integrates directly into the users experience.
Native advertising is effective because it doesn’t need or expect the users to stop or get annoyed at what they’re reading, or force them to do something they don’t want to.
Traditional Conventional Ads
For instance, you happen to be reading an inspiring story online about a boy who had a terrible accident, and lost his ability to walk.
Then you learn because of the unconditional love for his dog, he developed the willpower to walk again.
You then begin to feel all warm and fuzzy that life is indeed good, and love does exist by reading this story.
Then suddenly, you get distracted by a motorcycle ad right next to the article. You get annoyed since the boy was involved in a motorcycle accident.
This is the flaw with traditional conventional advertising on the Internet.
The ad doesn’t blend in with the theme of the article, but rather the polar opposite. These ads are forced on you regardless, only to make you upset.
Seamless Ads That Blend In
These types of traditional ad placements don’t help the advertiser whatsoever, nor do they help the consumer or the publisher.
This is why “native” advertising works, as they complement the article, as they work in harmony with the content.
The most ideal native ad placement for that injured boy article would be an ad for adopting stray dogs, or making a donation towards a pet shelter.
Then the click through rate on the ad would most likely skyrocket.
You’re heart has been captured by the sob story, so the advertiser and the publisher shows you a heartwarming dog related native ad.
The advertiser gets the exact exposure to the precise audience, and the consumer gets exactly what interests them.
The publisher earns ad revenue and a loyal advertiser. This becomes a win-win on all three levels.
More Relevancy Leads To Increased Revenue
The biggest challenge when it comes to making native ads work is becoming transparent while remaining relevant.
The consumer never wants to think they’re being duped or getting manipulated, misled or used by viewing an ad.
Native advertising isn’t anything new however. It’s a fresh take on an established advertising model, the advertorial.
History Of The “Advertorial”
Advertorials are pure advertising sites which can appear like a news editorial or blog post, usually in article form which looks and reads like a story, review or testimonial site.
Once someone is looking to buy something to cure their hurt, they search for these review type of sites before they decide to buy.
What they’ll do is search for articles to learn about a particular product or service they’re interested in.
An Introduction To Native Advertising
For instance, say you’ve developed a brand new hands-free Bluetooth device.
You’re now wanting to advertise it to readers on a parenting blog.
A precisely placed native ad can be the best method.
To explain and get the best exposure of the products benefits, the “advertorial” should be distinct from the other articles on the parenting site.
The “headline” and images should capture exactly what the product is and does, and what the audience is searching for.
Also make sure the article contains valuable information for the consumer, on the why and what to expect.
The native ad advertorial could be an article titled “8 Things You Should Know Before Your Teen Gets A Drivers License” for instance.
Say that Point number 2 is about a brand new hands-free Bluetooth device for their smartphone, (your product) where the driver won’t get distracted while driving.
This way, what the consumer first learns is that such a product exists, while learning other new and relevant information and tips.
This way, everyone benefits.
The Concept Of Native Ads
Native advertising is considered a medium that’s “brand” driven, while native e-commerce ads are publisher driven.
Regardless of which native ad method is used, the content needs to be flawless. It needs to capture and seamlessly interupt the reader.
Complement whatever it is that the consumer is already engaged in, and then your chances of success increases.
Integrating content without disruption becomes the key.
Once this is done effectively, it increases user engagement which increases revenue.
Why Native Ads Work
The majority of the top consumer orientated authority publishers on the Internet, employ native ads with success.
Not only does it allow publishers to maintain integrity of their content, but they’re also creating additional revenue streams.
Most online publications are finding, they can engage their readers longer with products and services which comply with their theme.
Advertisers and affiliate marketers can also get the precise exposure they need.
Since the online ad industry is in a constant state of flux, as it shape shifts rapidly, a marriage of convenience can occur by using native ads.
Doing so allows publishers and advertisers to run with the tide, to better serve the ever evolving savvy consumers online.