What is Native Advertising?
While curating the right digital marketing strategy for any business, some techniques like native advertising are hard to miss even for the marketers. It’s another clever digital marketing tactic that drives the attention of the target audience to a specific type of content made by the brand.
Native Advertising
Native Advertising is a non-disruptive sort of advertising that matches the content and feel of the source site, without giving an expression of sponsored content. It is a paid form of advertising which can be used on social media, search engines, and the open web. Native ads match the surrounding content and offer 8.8 times higher click-through rates and boost conversions.
It is sponsored advertising that tends to show up as organic content in front of the viewers in a source that is chosen by them. Native advertising tends to have more engagement rates than traditional advertising because it has a natural and intuitive approach to a user’s regular media consumption.
Pros:
The advantages of Native advertising are;
- Create Brand Awareness:
Native advertising is a great source to create brand awareness on channels like social media, websites, and search engines. Brands can use native advertising to increase awareness about them and reach the maximum audience with an organic appeal.
- Grabs Viewer’s Attention:
Even if the ad does not look like sponsored content, brands can still get the attention of their desired audience by creating powerful and eye-catching content. It’s a great technique to target the customers on such a platform where they have come themselves. User-generated content that is relevant to the function and nature of the source can grab the attention of viewers easily.
- Doesn’t Disturb the Users:
Unlike banner ads, native ads are non-disruptive and do not interrupt the users naturally scrolling on the source of their interest. Disruptive ads usually the viewers and they block them instantly. Showing ads to the viewers without making them realize it’s an ad is a clever tactic that every marketer should use.
Cons:
Following are some of the disadvantages of native advertising;
- Complex Impact Measuring:
It is complicated to analyze and measure the performance, impact, and, sustainability of native advertising. Advertisers may find it complicated to evaluate the return on investment (ROI) of this type of advertising.
- Time and Effort Consuming:
Although native ads have a higher engagement rate than traditional advertising, it is time taking to produce an ad that seems relevant to the feel of the source; be it any website, article, social media, or search engine. Native advertising takes a lot of time and effort from the content creators, copywriters, designers, and advertisers.
- Deception:
Users want a uninterruptable experience while navigating through a website and search engine. Native ads can provide this experience to the viewers by creating a seamless transition between paid and organic content. But, an ad must look like an ad and should not deceive the customers. To cope with this concern, advertisers are advised to write words like Ad, Paid, and Sponsored somewhere near the content.
Author: Areej Waseem