hausmann blog

A Native Advertising Primer

hausmann.com.au

People these days are much less likely to click on Internet ads, especially if they look like… you know… ads. We live in a word where we can DVR and Foxtel our way to never having to watch commercials, so why would we want to interrupt our internet browsing experience?

What you as a marketer need these days is a seamless way to connect with your audience and communicate the message of your brand without messing up the online experience of the very audience you’re trying to reel in. This is where native advertising comes in. When done right, native advertising can add to the user experience, leaving them wanting more of the content… and more of your brand.

Native advertising has actually proven to outperform old-fashioned display ads in both reach and engagement. This means that online marketers should be using native advertising in their campaigns to effectively connect with their audience. Because otherwise, those audiences are just going to click over to something else.

So what is native advertising anyway?

Native advertising is basically ‘in context’ advertising. It doesn’t look or feel like an ad. It straddles a line between straight up clunky pop-up ads and hidden branded advertising. Native ads allow you to reach out and engage with potential customers in a less yawn-inducing way. Social media platforms are hot spots for native ads, as are the content streams of media sites like The New Yorker or Forbes.

There are six main types of native advertising:

  • In-feed units,
  • Paid search units,
  • Recommendation widgets,
  • Promoted listings,
  • In-ad with native element units, and
  • Custom.

Native advertising stats and facts

Native advertising gives you a real competitive advantage. Don’t believe me? Just read the facts:

  • Reach – People view native ads 53% more than banner ads,
  • Intent – Purchase intent is also 53% higher,
  • Brand visibility and engagement – 81% of marketers are now considering using native ads to increase audience engagement and promote brand visibility,
  • Brand uplift – Native ads can generate up to an 82% increase in brand lift,
  • Conversion – Native ads with rich media help boost conversion rates by up to 60%, and
  • Shareability – 32% of consumers say that they’d share native ads with family and friends, as opposed to 19% for banner ads. Banner ads just don’t have what it takes to go viral.

So now you know the basic principle behind native ads – just what the heck they are and how well they outperform regular advertising. But how exactly can they increase reach and engagement for your brand? Well, you’ll just have to read our next post, ‘How Native Ads Increase Reach and Engagement’ to find out.