What is Native Ads? New Trends Promote Effective Digital Strategies

In 2018, approximately $8.8 billion was spent on Native Ads, making it one of the most important global online marketing trends.

By providing an uninterrupted user experience, Native Ads have better CTR. It brings in more leads and online results than traditional ads.

So what is Native Ads? What knowledge do you need to know about Native Ads to stay up to date with new digital marketing trends? Join me to continue reading the article!

What is Native Ads?

Native Ads is a type of paid advertising but have the same form and content as regular content. It makes it difficult for users to realize that this is actually an advertisement.

Native Adsvertising has the following characteristics:

  • There is a fee
  • Appears naturally on the platform on which it is displayed
  • Label sponsored content

6 Basic types of Native Ads

  • In-feed: ads displayed interspersed with other articles of the website/app
  • Paid search
  • Suggested articles (recommendation widget)
  • Promotion listing
  • In-ad with native element unit: The ad has the standard size of IAB ads. But it contains natural content, appropriate for the context in which it appears
  • Custom content unit: content aimed at a special audience such as Spotify’s sponsored playlist

Although Native Ads have many different forms and modes of operation, in general, these models provide sustainable growth. It is estimated that by 2021, Native Adsvertising will be profitable for nearly three-quarters of the US advertising market.

What is Native Ads

So there is no doubt that big brands will soon grasp this trend of running ads in the near future to increase their competitiveness.

How do Native Ads work?

If you’re wondering how effective Native Ads are, take a look at the following metrics:

  • 97% of mobile media buyers rate Native Ads as helping them achieve their brand goals effectively.
  • Native Adsvertising ads increase purchase intent in brand lift 18% higher than banner ads.

* Brand lift is the influence of the advertising campaign on the brand. Usually brand lift is measured by 3 indicators, including the index of purchase intention.

  • 70% of users say they want to learn about products through content rather than traditional ads.
  • Compared to display ads, Native Ads are viewed 53% more often and bring in a 60% higher CTR.
  • 32% of customers admit they will share Native Ads with friends and family.

Before learning 5 reasons why Native Ads are effective, you can watch the following useful video to better understand the concept of Native Ads:

Why are Native Ads so effective?

1. Aim at the target audience

Native Ads are online advertising designed for users to read a website or use a certain app. As a result, marketers can send their messages to a more specific audience.

2. Don’t Disrupt User Experience

To put it bluntly, no user likes ads. Native Ads will not disrupt the user experience on the platform like traditional ads. This will help customers feel more confident and less upset.

3. Hard to be ignored

Native Ads are easier to entice users than traditional display ads. In fact, users often ignore banner ads. So this type is gradually losing its position in recent years. However, users will find it difficult to ignore Native Ads. Because for Native Ads, the ad pattern has been mixed into regular content, hard to recognize.

4. Can’t be blocked

It is estimated that by the end of 2017 there were nearly 87 million Americans using ad blocking apps. Therefore, Native Ads will be the solution for brands. Because Native Ads also work like normal content. So the ad blocker app can’t detect it.

5. Ease of Access

More than 75% of American newspapers and blogs participate in the field of Native Ads, so this type of online advertising is very accessible. Businesses can advertise in multiple sizes, across multiple platforms, and reach multiple channels, not just social media ads.

4 Trends of Native Ads today

In fact, Native Ads are not a new trend. The concept of inserting ads into content to “camouflage” has been applied for decades. However, there are now some new trends in Native Ads that increase the effectiveness of ad campaigns.

1. Mobile Application

Nowadays, when it comes to advertising campaigns, you have to prioritize mobile advertising. Mobile Native Ads will soon dominate the ad space.

In fact, in-app advertising is a wise choice. Because the survey shows that only 11% of users access the mobile version of the website, the remaining 89% use the app. In addition, native in-app ads are viewed 3x more times than banners on mobile websites.

2. VR advertising

Virtual reality technology has great potential in driving Native Ads. 360-degree video features give advertisers multiple opportunities to place individual ads. This method is clearly more attractive and meets the natural criteria of Native Ads.

3. User-generated content

Today’s customers are very demanding about the reputation of the brand. One of the best ways to ensure your reputation is to add user-generated content to your Native Ads strategy. User-generated content is much more trustworthy than self-written branded content. In addition, this content also comes in many different forms. For example, social media posts, surveys, polls, reviews, etc.

4. Natural video content

Video is one of the fastest growing advertising channels in recent years. Thanks to the high involvement and engagement index, this form can also be applied to Native Ads. Reality proves that compared to pre-roll ads, Native Adsvertising creates a better brand lift.

How to run Native Ads effectively?

1. Get to know the object carefully

First you need to determine:

  • Who is the target audience?
  • What is their problem?
  • What kind of content do they want?

You need to use all available data to analyze online users. The fastest and simplest way is to use link shortening tools like Capsulink or Goo.gl to get a comprehensive view of the topics users like to read as well as the websites they visit the most.

2. Create value and keep readers interested

The best way to reach readers is to gather what users like and create something valuable to all readers.

3. No need to talk directly about the product

Many successful ads have shown that to advertise effectively, you don’t have to talk about your product or service.

Let me take an example. There are many cases, businesses are very successful in embedding their products/services in movies. Advertising natural products in this way is called Product Placement technique (embedded advertising).

4. Meet the posting standards of the website displaying ads

Although this is a form of running paid advertising, it is not possible for you to do it through the speakers. Your ad should have the same tone and style as other content on your website. Remember that your main purpose is to get users to read the ad content without realizing the quality difference between the ad content and other text on the website.

5. Creativity

Finally, don’t be afraid to be different. Get creative and go beyond a standard advertising strategy. Native Ads send more messages than taglines or CTAs. So seize the opportunity to create engaging, engaging, and groundbreaking content. Content is geared towards your specific audience.

Not all businesses use Native Ads effectively because they have gone in the wrong direction. While every marketing campaign is different, there are some general rules that apply to every brand and business. Making sure to follow these rules will make your ad campaigns stronger.

7 Notes When Running Native Ads Campaign

1. Choose the right platform

This is the most basic step to make sure your content appears to the right audience. It sounds obvious, but let me say it again. You should consider choosing your ad display platform carefully.

  • Consider how often does the target audience visit that website?
  • Make sure your content is suitable for the website?
  • Do you have the tools to create that kind of content?

For example, if that platform requires you to invest in an image ad, then you have to see if you have the resources to design such an ad. If you choose a text ad, the content must have a similar style to other texts on the platform.

2. Create platform- and reader-specific content

Determining who your target audience is isn’t enough for Native Adsvertising to be successful. A good Native Ads template is a must:

  • Care about users
  • Make sure the content has the same style as other content on the platform.

For example, if you want to create a slogan, pay attention to how other slogans are and then do the same…

3. Invest in quality

Most of the success of Native Ads campaigns comes down to the quality and value of the content. Unless you want to post simple image ads, you have to invest in content that brings real value to readers. The best way is to thoroughly analyze the website to understand what website readers like to read.

4. Eye-catching and mobile-friendly design

Design plays an important role in the success of Native Ads. You not only ensure the quality of the content, but also have to invest in the image. Also, try to make your ad appear natural on the platform.

If the advertising design is compatible with the web design, it will easily attract the attention of customers. In addition, you also need to pay attention to ensure that it is mobile-friendly. The vast majority of web surfers use mobile devices. So you have to ensure the best mobile user experience.

5. Limit mention of the brand

Because customers don’t know your brand yet, they still don’t trust you. But don’t think repeating your brand name will make customers remember you. It’s actually just counterproductive. Instead, focus on providing value in content marketing and avoid mentioning the brand too much.

However, you do not need to deliberately avoid it. For natural brand mentions, you need:

  • Link advertising to a certain page on the website. Of course that page must have content related to the ad or add a backlink to the landing page for the specific campaign.
  • Add logo to ad design or on image.

What is Native Ads1

6. Don’t forget to test and optimize

You should try out your ad campaign in several ways and adjust if problems arise. Don’t forget to take care of every little detail. The ad campaign contains not only the content but also the title, slogan, design, and even the landing page. If you can measure their strength and optimize them properly, you will surely succeed.

7. Add Powerful CTA

Effective CTAs are often short and to the point. CTAs are also good to include verbs that call people to action. Adding a CTA to an ad campaign is not only important, but a must. Although there are some users who will act without prompting. But for many other users, a strong CTA will be their reason to take action.

If it’s okay to not be able to choose one CTA, it’s best to create several versions of the CTA. And then experiment to see which works best. But don’t forget to keep the other ingredients intact.

Conclusion

Creating a Native Ads campaign is not easy, but at least you should remember one rule:

Your Native Ads must have a content and style that is perfectly compatible with the website. Combining this principle with the 7 tips above, you can create impressive Native Advertising with customers.

And why are many businesses starting to care about Native Ads? Essentially also because of the user experience needs.

Users are increasingly disgusted with ads and looking for ways to block banner ads, then Native Adsvertising will be the solution to help your brand succeed. However, for Native Ads to be effective, you must also capture the user’s attention and provide them with interesting, valuable information.

Thanks to cleverly inserted into the general content of the website or app, users will not recognize and ignore your ads. So Native Ads are the advertising method you should include in your online brand promotion campaign as soon as possible.

Now you probably understand what Native Ads are and what the importance of Native Ads is. If you have any questions or comments, please comment below this article!

Good luck on your upcoming marketing journey!

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