A Complete Guide to Native Advertising: From Working to Future it Holds20-Oct-2022
It is the modern era of digitalisation where the crucial marketing strategy is digital advertising to approach and engage with the right audience. There are so many products and services advertised on digital media therefore it is challenging to capture users' attention and earn their trust in specific products. Many people, particularly those of Generation Z, hate these advertisements since they prevent them from fully engaging with the content they consume.
That's when native advertising came along, a well-researched and tested approach to marketing. As its name suggests - native advertisements connect you with the place you are familiar with. It is paid advertising performed by a third party that looks exactly like the original content. In other words, the ad's content resembles the look, feel, operation, utility and value of the content on the platform on which it appears.
Native advertising is invariably information-based instead of entirely product-based. Its content is helpful, amusing, engaging, and extremely well-targeted to the channel's audience that it is utilizing. Native advertisements, in contrast to other forms of advertising, don't interfere with the user experience because they are created to be equally useful to viewers as the channel's original content.
Various Components of Native Ads
Components are the important elements or should say, the crucial ingredient of the dish, without which the food of native advertising can never be prepared. There are several components of native ads based on which such ads function. They are stated below:
Headlines: These summarize key points to persuade users in fewer words, such as features, benefits, pricing, or other appealing lines. It is a way of conveying the idea in fewer important words.
Description: Also known as body copy, this section provides a detailed explanation of the headlines. It is three times as long as the headline and contains sufficient details to compel visitors to click the URL.
Ad Creatives: Ad creatives convey the purpose of the advertisement in a very clear and concise manner. Typically, it takes the form of images such as banner ads and infographics, but it can also take the form of short video clips that are indulgent.
Destination URL: The page that serves as the final landing page for an advertisement. Users who see these headlines and believe they will learn more about what they were looking for click on the ad, which redirects them to the website's landing page or the original destination to perform the further activity.
Brand Recognition: You should also use logos, names, colors, symbols, unique values, and other prepositions as various brand recognition elements that can be used in some way for the ads. It is meant for people to differentiate and select your brand instead of that of your competitors.
How Does Native Advertising Work?
Native advertising adapts to the content of the publisher, changing its structure and appearance to capture the attention of the target audience. Native advertising meets the requirements on both ends. The publisher receives additional revenue through the placement of advertisements on their channels, which provide companies with appropriate platforms to interact with prospective consumers. Native advertisements are considered to provide higher CTR and CR rates, which ensure more revenue for the advertisers.
First of all, a brand or advertiser performs in-depth research for the platform of the affiliate to display native ads on. It is a vital phase where one choice can significantly affect how well a product sells. Therefore, the audience that can emotionally connect with the product and the platform whose content is familiar with what the advertiser offers should be selected.
Once you select the platform, the next step is to communicate with the affiliate, define your KPIs for the ad, and pay for the services. The KPI varies depending on the goals of the advertisement, and this should be made clear to the affiliate to receive the best results.
After establishing a partnership with the platform and articulating your needs, the next area of emphasis should be the content. The content includes headlines, images, content URLs, and description text. Also, its structure should be similar to other affiliate-published content because it is the initial impression of the product that persuades them to click on the landing page URL. So content should be persuasive and pertinent. Many social media sites like Facebook provide a variety of tools within the platform that allows you to create an advertisement based on your target audience.
Your responsibilities are now 90% complete because the audience and content have been decided. Afterwards, publishers display these ads based on the users' keyword searches.
It is important to note that such native advertisements are displayed with a small mark of "Ad" or “sponsored” at the beginning of the content to distinguish them from the original. By doing this, users are provided with some sort of awareness regarding whether they wish to consume the original content or the content for which the advertiser has paid!
Types of Native Ads
Native advertising is more widely used than traditional methods since it is better integrated into the advertising industry. Though it offers tremendous results, it is a bit confusing because it has many types and the structure of the native ads changes accordingly. There are undoubtedly many types of native advertising, and we have attempted to include most of them below:
In-feed Ads - In this, content is similar to the publisher's normal content. The content is marked as sponsored and shown prominently on the social media platforms on their newsfeed. The information provided in such ads resembles that of other published content. These ads can be in the form of written blog content, infographics, or videos, depending on how the publisher is serving the content.
Search Ads - Native search advertisements are links that resemble organic search results and are marked as an "Ad." Its appearance depends on the format and content of the search engine. These are sponsored search advertisements that target a particular audience and provide a clear click-through rate option on the landing page when someone clicks on the URL. Such CTR includes sales, downloads, sign-ups etc.
Recommended Content - As its name suggests, it is paid recommended content that comes next when you finish consuming the original one. The content is similar to the previous one and serves as additional information if the user wants to know more. Ads that are recommended to you are not intrusive but serve as useful suggestions. It is the best form of native advertising for businesses that want to interact with the audience through content marketing and publishers that want to grow their followers on the channel.
Paid Blog posts - This type of native advertising involves advertisers promoting their products and services on other people's blogs, whose readers serve as an ideal pool of potential clients. There are paid blog entries to get your content published on the websites of bloggers. Blog posts provide in-depth details, so they are great for SEO purposes.
Promoted Listing - Promoted listings are more often seen on e-commerce websites where they are reflected in the same manner as other products. But to differentiate it from the others, it is highlighted with sponsored ads. It is typically displayed near the top of the list, raising the possibility that it will be clicked and result in a conversion.
Native Video Ads - Native video advertising is designed to integrate a brand message into the hosting platform's already-existing content in the form of a video. These video advertisements are either auto-pay or click-to-pay. In most cases, they are autoplay, meaning that they start playing on their own without any sound. Native video ads are particularly efficient in capturing the attention of the page visitor because more people nowadays like to watch video content than any other form.
Custom Ads - The ads that don't fit into the aforementioned types come under this category. Companies who want to adopt a unique and creative approach to advertise their products on the popular platform come under this section. These ads don't necessarily fit into any ad format.
Benefits of Native Advertising
Native advertising has been rising at a fast pace in the past few years. It replaces the other forms of advertising and has become the primary strategy for big brands and professional marketers. This is very useful for engaging with a quality audience and targeting a specific audience. Several other benefits are listed below:
- High CTR
CTR is the rate that shows how many people click on your ad after seeing it. Native advertising is widely acclaimed for boosting click-through rates when the objective is clearly stated. Furthermore, statistics show that such ads have a 40% higher click-through rate because the audience can connect with the content.
- Enhance your target outreach
Native ads are more audience-specific. They are semantically targeted to the affiliate's precise audience, which increases engagement rates and helps the marketers gain more visibility in the market. Unlike original advertisements, where such a component is mostly absent.
Take the example of an advertiser whose business is to sell gym equipment. That advertiser will look for fitness coaches and fitness news websites to engage with fitness-conscious people who will consider buying the product instead of targeting those who would like to spend more money on junk food than on their health.
- Simple Synchronization with the marketing pipeline
The marketing funnel describes the buyer's journey from the stage of awareness to purchase. Native advertising is perfectly aligned with this funnel and incites them to make a purchase. The content of the native advertisement is very informative, which increases the interest of the buyers after becoming aware of the product being advertised. Interest makes them reach the stage of consideration and then intent where they check the reviews and compare them with similar products. When all ends meet, they decide to purchase, thus succeeding in the marketers' efforts.
- Almost no ad blocks
In contrast to traditional advertising methods, native advertisements are undisruptive, deliver insightful and more intriguing content that people can strongly relate to and watch with excitement. As a result, running such advertising has no detrimental effects on the reputation of brands.
- Elevates brand awareness
In most of the native ads, the click-through rate is clearly mentioned, but when marketers avoid adding CTR, then the sole purpose of their advertising is brand awareness. Most of the time, they aim to introduce a new product to a large audience. Therefore, they use entertaining and compelling content so that users spread it around and expose it to more minds.
- Less disruptive
This is the era of the Z and alpha generations that hate the ads. They either avoid these ads or block them, so native advertising is the best alternative in such a scenario because they are not disruptive. These advertisements work the same way and correspond to the same content consumers were already browsing. More than half of consumers are unaware that they are viewing advertisements rather than browsing data.
- Captivate audience's attention
Native advertising should not be underestimated, especially when it comes to focusing the audience's attention on your product. A study found native advertising generates twice as many views as standard display advertising, resulting in more profits for the advertiser and better commissions for affiliates. These advertisements are also much more captivating and creative, which raises the possibility that they will go viral and increase brand awareness.
How Native Advertising is Different from Display Ads
Native ads mirror the structure and design of the content with which they are surrounded, whereas display ads are banners, videos, pop-ups, etc. to attract users' attention. Most marketers are unsure of the type of advertising that will complement their marketing model and meet the needs of their business. Well, this confusion can be removed by analyzing the above-stated differences and utilizing a healthy approach before making a decision.
- User Engagements
There is no doubt that native ads have substantially higher engagement rates than display ads. Native advertisements are the most effective at bringing visitors to the advertisers' channels, increasing their business's sales and profitability. The native ad's content provides more utility to users than any other source.
Compared to display ads, there are fewer engagements because of the lack of interest and creativity they offer. But if you want to retarget the audience who showed some activity on your website but did not end up performing the final call to action, then display ads can work quite well there.
- Target Audience
Native ads are quite focused on the target audience because they select affiliates whose audience can totally relate to the advertisement and products they are offering. There are native ads that have more quality engagements that turn into customers and increase the revenue of the advertisers.
Display ads don't focus on a specific audience but people at large. These ads remain the same for a longer duration and across multiple platforms. These ads have a higher chance of attracting an irrelevant audience, wasting the marketers' efforts.
Native advertising forms its shape and functions in accordance with the surrounding content. In short, users can easily become sidetracked because the content is quite similar to other stuff on the same page. Additionally, such content is more informative, indulging, and interesting, which increases the likelihood of CTR.
Display ads are distinct from the rest of the content. Advertisements tend to convey messages without paying much attention to the interests of users. The users find these boring, to the point, and sometimes quite irritating.
- Ad Placement
The placement of the advertisement also affects its ability to grab viewers' attention. Display ads are placed on the top or side of the page aside from the content because their content is totally different from the surrounding content.
In the case of native advertising, however, such ads are typically placed within the content, making them completely identical to other content. Sometimes users don't even know that they are watching or reading sponsored ads.
- Required Time
Native advertising takes time because the design and structure must change every time the platform changes in order for it to be more familiar with the previously provided content. So, it is quite a task to place such ads on multiple websites and platforms.
Display ads, once designed, can be used anywhere. They stand out from the original content of the website and can therefore be published on as many affiliate websites as possible without any changes.
- Customer’s Trust
Visitors are more likely to trust native ads than display ads. They think that native advertising's content is accurate and informative rather than deceptive and fake.
However, it is completely the opposite in display advertising. They block such ads because they find the banner and pop-up ads on the page more bothersome, and the video formats slow down the page's loading time. They hesitate every time before clicking on any comparable advertisements.
The cost per click of native advertising is higher than that of display ads because they are placed in between the content and a specific audience. Clicks are more authentic and useful in native ads, and it requires time, effort, and creativity to put such ads on familiar content. Display ads are displayed aside on the page and are less expensive but also less engaging.
What Future Does Native Advertising Hold
Native advertising has become increasingly popular over the last few years and is likely to reach new heights in the future. As they provide more engagement and are less avoided by consumers, brands mostly rely on them to promote products, bring awareness to new brands, and increase a company's online presence.
Four key developments that will explain why native advertising will thrive in the future :
- Developed a marketplace for native ads
Native advertising is expanding and evolving at a fast pace. To increase the leads and more sales for the advertisers, a "call to action" button will be created for the CRMs. Native ads will be spotted on such content based on suitability, significance, and type of prospective client.
Moreover, there will be a system for the ad placements to spot the ads on the property of high-performing affiliates. Advertisers could be able to buy the spot, and it would be up to the publishers to accept or reject the order. This will ease the tasks of both parties involved and benefit them equally.
- Affiliates will create ad placements in no time
Every publisher has its own design, structure, and preferences for serving the content. To advertise native ads, they require a suitable alternative. Large affiliates take the services of a third party, but it would not be possible for small publishers.
To curb this issue, a mechanism will be created where affiliates will be able to control the native ads on their own. They will be able to pick the ad spot as well as the kind of advertisement they wish to promote. With this, they can avoid irrelevant ads to serve quality content to their followers and improve their profitability.
- Native ads will be created at no cost to advertisers.
Brands and companies that are known as advertisers have already created a lot of content on their own websites and social media like Facebook, Instagram, Twitter, and LinkedIn. The major requirement of native ads is to change such content in a format suitable to the platform of the affiliate.
This problem will be resolved by the ad creators. Instead of taking such content from advertisers, they will take it directly from the advertisers' social platforms and transform it into native ads. This will save a lot of time and effort on the part of the advertiser, and they will be able to get quality leads with minimal effort.
- A generic framework will be implemented in native advertising
Different designs of templates are now used to advertise on multiple platforms, which is a very expensive and time-consuming process. Therefore, a standardized form of template structure will be formed for all kinds of native ads. All the companies, affiliates, and advertisers will use such ads and will benefit from their uniform structure.
Custom advertising is always impressive, as is native advertising. It is useful because it enables advertisers to build valuable and delightful engagements with target audiences. It is a paid form of advertisement that appears to be identical to the original content. No doubt Google SERP always comes up with a mark of ad, but still, it provides value to the customers. In addition to being more effective than conventional advertising, these ads are also more interesting and engaging, which increases clicks, revenues, and brand exposure.
One thing to keep in mind is that the secret to a successful native campaign is producing high-quality content and properly delivering it to a precise audience in the appropriate kind of surroundings and also in the perfect way. Native ads hold the advantage of being non-disruptive, so they are less avoided by users. Likewise, if you want to reap the benefits of increased user engagement, a more qualified audience, and higher sales and revenue, you should consider using native advertising as part of your marketing strategy.
Hopefully, this comprehensive guide has provided the most information about native advertising, and we believe you have made the right decision, which will benefit your company in the long run.