Advertisements are constantly adapting; marketers are always looking for new ways and means to get messages out to consumers. As people become used to a form of advertising the CTR tends to decline and marketers need to embrace new ways of reaching customers.
What Is Native Advertising?
Native advertising is paid or sponsored pieces of content which blend in seamlessly to the website they’re displayed on. A study by
IPG Media Lab and
Sharethrough discovered that consumers look at native ads 53% more often than they look at traditional display ads.
Native advertisements should provide the end-user with value and not be self-promotional, they shouldn’t disrupt the user experience and should seamlessly blend in like another piece of content on the hosting webpage.
Below we run down our top 5 tips to creating the perfect ads for your native advertising campaigns.
1: Spend Time Researching & Developing
The idea of a native advert is that it blends in with the surrounding content. Take time to review the publishing website before creating your content. Look at their graphics, the tone of voice they use, their language and so on to blend in with their content and connect with their audience. That is, after all, why you’re there.
By putting some time into researching the look and feel of the publisher’s website, and the interests of their visitors, you can create valuable content, which connects and resonates with the visitors and increases the chances of your ad being clicked on.
2: Offer Simple Clear Value
You need a single core message for
your piece of content, keep it simple. Don’t be tempted to use clickbait to tempt visitors into clicking your advert. Be honest in your approach, tell a story that the reader can connect with to keep their attention.
They need to be interested in what your content has to offer to keep reading, so don’t be confusing, or overwhelm them. Consider your core message carefully and develop the content around that. Ensure that the reader comes away with some value, have they learned something new, discovered how to tackle a problem etc.
3: Use Visual Content
Visual content adds to the user experience, it helps consumers to digest information. If possible, embed some video content to allow the message you are trying to get across to be absorbed fully.
Images and gifs are also great, if you’re inserting some stats a graph can help people visualise them.
Try to match the look and feel of the publisher’s website with your visual content so it integrates well.
4: DON’T Be Promotional
The idea of native advertising is to offer the user value. Your company name and logo may be on the sponsored post, but don’t use the content to blow your own trumpet. Readers can see through this and it will detract from the value of the content.
This is not a press release for your company and there is no need to mention your company in the content. Put your trust in the content being of value, make it share-worthy and people will read it. Your company will be noticed as a contributor along the way.
5: Use Retargeting
Retargeting is a fantastic way of reminding people about you. If someone has interacted with one of your ads or visited your website, you can serve ads on other distribution platforms.
Retargeting works by using cookies, which remain in the user’s browser. They can provide you with a great source of information and help you to understand what your users are interested in and want. This can also help you to develop further content in the future and fine-tune your native advertising campaigns.
Source: https://blog.oxfordcollegeofmarketing.com/2019/08/16/native-advertising-five-top-tips/
