Native Advertising – The Future of Digital Marketing

Instead of selling to your customer, give them something to enhance brand loyalty. That’s how native advertising works to attract target audience and lead to sales.

Introduction

According to recent research of Sharethrough and Media Lab IPG, consumers interact with native advertising posts 52% more than with traditional banners. There is also a prediction that marketers tend to move 25% of the budget from traditional advertising to native advertising and content marketing. Since the era of TV ads, this represents the greatest shift in the advertising industry.


Many experts claim that Native Advertising will be the future of digital marketing. Let’s scroll down to find out why!

What is Native Advertising?

Native advertising is paid content, whether audio, video, infographic or written content that is effectively placed on the published content on the website and causes no disruption. It can be suggested posts on Facebook, promoted tweets on Twitter You must be very uncomfortable when an ads banner suddenly appears when you are reading a fascinating post. That’s the reason why ad-blockers were born. But native advertising is so different. The promoted content is cleverly matched with its platform, so users rarely realize that they are reading the ads.

Why should marketers choose Native Advertising?

According to Business Insider’s report, native ads are claimed to generate 74% of display advertising revenue on US market until 2021. From this statistic, it is promising that native ads will become the future of the digital industry. There are many reasons why marketing experts should include Native Advertising in their marketing campaigns as mentioned below.

1. No more user experience disruption

This is probably the most important feature of native advertising that makes it outstanding. All of us have searched the net to find out information we need. But annoying banners and pop-ups ruin everything. Since ad-blockers become more popular, digital marketers should consider another method of advertising that even satisfy the “ads haters.” Native marketing is the chosen one. As the promoted stuff is placed within the content, readers will feel so natural. In fact, they even find the promoted link in the article so useful and love the promotion.

2. Brand awareness is promoted in an exceptional way

Native advertising not only has the role in generating leads and sales but also makes a strong bond between the brand and customer. Let’s take Dell as an example. Their posts don’t directly promote the products. They provide customers with valuable information and beautiful layout.

What’s more, sponsored content is another thing that you may notice daily. Have you ever watched World Cup, the biggest international football competition that occurs once per four years? Coca-Cola is one of the World Cup sponsors, and the music video “Wavin’ Flag” by K'NAAN represented an example of native advertising when it was remixed by Coco-Cola and featured Coke bottles in the video scenes. Nowadays, Coco-Cola becomes one of the most favorite brands in the world and what makes it so adored are clever marketing campaigns.

3. Native marketing can easily deal with Ad-blocking software

The aim of native marketing is to create true values for the customer, not just focus on the ads or sales. When you place an ads banner on a website, you’ll need space. Meanwhile, native advertising complies with the content of the publishers. Therefore, we can say they don’t appear as ads; they are content.

This also means, the ad-blocking software cannot realize and block native ads, which results in more customer outreach and sales.

4. Let’s look at what statistics say

According to a report by Business Insider, the budget for native advertising in 2013 is $4.7 billion and is going to hit $21 billion in 2018. The reason for this rocketing is that digital marketers have realized more about the advantages of this marketing method. While traditional pay-per-click often has the CTR of 0.1% or 0.2%, native advertising, especially on a mobile platform, has 1% of CTR.
It is also reported that nearly three-quarters of U.S publishers already provided native advertising on the website and 17% said that they are going to start this year.
Link:
How to Use Native Ads to Boost The Revenue of the E-Commerce?
3 Questions to Ask When Deciding Between Content Marketing and Native Advertising
What Should You Watch About Marketing Trends in 2018?
A market research company named BIA/Kelsey predicted that in this year, native advertising spending of the USA on social platforms would hit $2.36 billion, which occupied 38.9% of total US paid advertising expenditures.

5. Native advertising is cost-effective

When you compare it with traditional advertising methods like TV ads or internet banners, you can easily realize that native ads take much less from the budget. This is probably because the native ads don’t take up much resource from a site like a traditional banner.

For example, a TV advertisement often takes 20-60 seconds of the broadcast time; a banner would occupy space on the site and also cause annoyance that may lower the traffic (obviously no webmaster likes it). Native ads comply with the editorial content, so they work as a part of the content and do no harm to the display. This is the explanation for the low cost that native ads require during each marketing campaigns.

Conclusion

It is no wonder that native advertising is gradually dominating the digital advertising industry due to fascinating benefits it brings about. Overall, native advertising is a method that is loved by both marketers and their customers. It not only provides a gentle but effective outreach but also reduces user experience disruption to the least. Along with content marketing, advertisements will no longer be annoying stuff that distracts people, but they will play crucial roles in creating values for customers, thus enhance the bond between brands and customers.