You’ve probably been hearing a lot about native advertising. If you haven’t, chances are good that you haven’t been paying attention or you aren’t very proactive about researching best marketing and advertising practices.
Native advertising is the cure for ad blockers. It is the cure for low click-through rates. It is the cure for low conversion rates.
Native advertising isn’t some magical ad that hypnotizes users into clicking and buying. It is just engaging advertising that mimics the look of editorial content and encourages users to spend some time with it.
Advanced native designs and placement programs are revolutionizing the way companies advertise, giving them better click-through rates and conversions.
One reason that native advertising is more successful than traditional banner ads and other types of advertising is that it offers something besides a sales pitch.
The traditional ad includes a copy of lines of sales copy and maybe a funny photo or video. Native ads can be entire blog posts or articles, and they can offer useful information for the reader, such as a review of a product, a tutorial, or general information about a topic.
Readers have a reason to stop for native advertising besides learning about the product being promoted. They are more likely to stop for the content and to become engaged by it. Once they are engaged, they are more likely to click through on the link and be receptive to learning about the product being advertised.
Therefore, native advertising is much more successful at getting clicks and sales.
Preserves the User Experience
Consumers can see a sales pitch a mile away, and many of them actively avoid ads. They don’t like the overt promotion.
They just want to surf the web, read their article, or laugh at their video without interruption.
If you invest in banner ads, you better make sure they are the best banner ads anyone’s ever seen.
Instead of trying to reach that high bar, you can invest in native ads and get the results you want. Native ads are not just written like editorial content; they are also designed to have the same look and feel of the website on which they are published.
These ads are almost camouflaged, so users don’t immediately flag them as ads and they are more likely to look at the content. They are also less likely to leave the page because of “annoying ads.”
Targets the Right Users
Programmatic native advertising not only delivers the ads in the right format, but it also delivers them to the right users.
These ad programs have an advanced algorithm that looks at what users are really interested in when they are online. The algorithm looks at a combination of web history, device being used, and other indicators of user intent.
The goal of these programs is to match ads to the users, ensuring that they only see content that appeals to their interests or matches their needs. When the match is successful, users are more likely to click through on the ads and buy the products presented.
These programs are designed to give users information they are primed to want. Therefore, when they see the ads, they are more likely to feel that they have stumbled onto content that they have been looking for already. This is especially true when the native ads provide real solutions and truly engaging content.
Case Study: In-Feed
In-Feed is CodeFuel’s programmatic native advertising tool, and it is designed to get both advertisers and publishers results.
In-Feed is fueled by CodeFuel’s proprietary predictive technology, which relies on the power of artificial intelligence to try to understand what users are searching for or what they want when they are online. The technology turns the data it collects into actionable insights within milliseconds.
The program automatically places native ads on the appropriate sites based on the user data. It also takes into account factors like the user’s location, whether it’s a mobile device or desktop user, and what language the person uses.
In-Feed is also one of the only solutions that offers support for mobile ad placement, which puts it at the head of the competition. Mobile is becoming the most important arena for marketing and advertising since the majority of users are now on mobile when accessing the Internet. Those numbers are only going to continue to grow, so advertisers need to shift their focus if they want to capture more of their audience and remain relevant.
Native advertising is the solution of the future, and programs like In-Feed help advertisers get more out of these advanced ad designs. It is important that you start include native ads in your advertising strategy, if not focus primarily on them. You should also look into In-Feed as either an advertiser or a publisher to increase your sales and revenues and to save money on your advertising research.