Native advertising is a versatile digital tactic we recommend to many of our clients. It boosts your brand’s visibility online and drives clicks and engagement.

So, what is native advertising? The key is in the word “native.” Native ads match the look and feel of the website on which they appear. In other words, unlike display ads or banner ads, native ads don’t really look like ads; they integrate seamlessly into the editorial content of the page, look like part of the flow of the page. You might find a native ad while scrolling through the latest gossip about Channing Tatum, or you might find a video about a plant care kit embedded in an article about gardening.

WHICH TYPE OF NATIVE ADVERTISING IS RIGHT FOR MY MESSAGE?

What’s great about native advertising is the number of choices you have for both the style of the ad and the targeting of the audience. Native ads can include copy, links, images and video. Well-crafted content factors in to how well a native ad will perform – and the better the performance the farther your budget will go. Plus, well-written and designed ads are less likely to be flagged by ad blocking software.

The choice of images (faces tend to do better than say, icons) and enticing copy are key. In the case of native video ads, a 30-second or less, high-quality video can deliver a large number of completed video views and draw people back to a desired website.

If your goal is to get message in front of as many eyes as possible, and engagement isn’t as important, then impression-oriented campaigns would be a good fit. However, if your goal is to drive traffic to a particular website, then a click-oriented-campaign is what you need.

WILL MY MESSAGE REACH THE RIGHT AUDIENCE?

Identifying your audience up front is the key to a successful campaign outcome.  The good news is that native advertising provides lots of options for targeting; these include geography, interests, demographics, even purchasing behaviors. One word of caution, however –the more narrowly you define your audience, the more expensive your ad campaign can become.

TL:DR

  • Unlike pop-ups or display ads, native ads are not intrusive and do not diminish the user experience.
  • Native ads can include text, links, images, and video.
  • Native ads allow you to gain more impressions for your content and/or drive clicks to a landing page. Native ads can be targeted to your desired audience online.

Interested in learning more? Feel free to reach out.