Before we start to answer this question, you might be wondering about the term, native advertising. Just what does this mean?
Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
In other words, the ad looks just like the content around it. So, if you use native advertising on your website or someone else's, it wouldn't look like an ad.
Native advertising is the new buzzword, and in this article, we look at the question, "Should startups invest in native advertising?"
Native advertising vs. Banner advertising
You will see that there are several benefits to using native advertising when compared to traditional website banner advertising.
- A study by Sharethrough found that consumers looked at native ads 53% more frequently than they looked at display ads. Because native ads are consistent with the style and voice of the platform they appear on, consumers were more likely to pay attention to native ads as opposed to banner ads.
- Users see these ads and view them as editorial content instead of advertising, so they're more likely to click through.
- Native ads are effective in the mobile environment and can help brand your business. They fit in so seamlessly in their environment that the trust-ability factor goes up.
- With native ads, you can expect up to 20% higher lift in purchase intent than with banner ads. This means more people will purchase after their click occurs through a native ad.
Native advertising is relevant
When you utilize native advertising, you ensure that your ad is more relevant to your target audience.
Why? Your ads will naturally be more relevant because they fit in with the form and function of the site you place them on.
While you might see five different banner advertisements on a page, with native advertising, your ad blends in, is meaningful and trusted.
Native advertising is engaging
Your potential customers are likely to be highly engaged with your content when you use native advertising.
Since your ad doesn't necessarily "look" like an ad, they're more likely to view it in a positive manner and click on it to view your content.
What's more, ad blockers aren't likely to block these types of ads, so your customers actually have a chance to engage with them.
You'll also find that native advertising is more shareable than other types of digital click advertising.
The best native ads
When planning your native ads, stick to these themes for the best results:
- Information and Education – this content teaches the reader and provides relevant content to what they are already viewing.
- Visual Media – provide content that is appealing or humorous.
- Tips and Tricks – you can't go wrong with how-to content.
- Quizzes and surveys – these are great tools to use because the results are shareable and viewers are inclined to involve their friends.
So, should startups invest in native advertising?
The answer is yes, if your budget allows for it. Native advertising is worth checking out and adding to your marketing strategy.
Most internet searchers are looking for solutions to their problems or an answer to their wants or needs. So, instead of offering a product in a banner ad, you can use native advertising to tell a story and communicate in a more genuine way with your audience. Your customers will enjoy a better experience because they aren't being bombarded with ads, and this will reflect well on your brand.
Time it right, create the right content, place it on the right sites, and native advertising can work well for your startup and help you build relationships with current and future customers alike.
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