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How Native Ads Increase Reach and Engagement

hausmann.com.au

Before reading this post, make sure you’ve taken in the Native Advertising Primer to learn what native advertising is. This article will look at how native ads can increase reach and engagement within your audience.

1. Engaging content

Customer engagement is the biggest value of native ads, and engagement is the main way to build long-term brand loyalty. Native ads promote interaction and offer something of interest. You want your audience to enjoy your ads, and even share them with peers, leading to more clicks. If it’s boring, then it’s not gonna be of value to you. The most engaging native ads have very little text and are more visual, like infographics, memes, or videos.

2. They’re relevant and non-disruptive

Native ads present the information you want to be presented in a way that feels natural. People these days want info to show up on their device instantly, without messing around with anything else. To deliver content to them, you should avoid interrupting their user experience and instead provide relevant and meaningful content that they’ll enjoy.

Do this by running native ads on news feeds as promoted Tweets or sponsored Facebook posts. They’ll be sprinkled in amongst the tweets or family and friends’ posts, but subtly marked as being promoted or boosted.

We’re not looking to lie to people here! This will give your ad the best impact as it’s useful and valuable, and won’t disrupt anyone’s online experience. The ad should also be directed to users with similar interests, making an even larger impact.

3. Integration

More and more of us are getting our news and entertainments from sites that aggregate the info for us, such as social media platforms. With native ads, marketers can become a part of this experience and maximise the number of eyeballs they reach.

To do this you’ll need to place native ads on sites whose readers more closely align with your target audience. Carefully choose where to publish your content and then integrate it on those sites by blending in the look and feel of the ads with the site’s own unique style.

4. Transparency and interactive experience

A great thing about native ads is they provide an active experience that requires the consumer to deliberately interact with it. No more redirecting someone to a page they had no intention of visiting! Native ads are all about getting customers to opt-in and participate, and the content you want them to see is wrapped in the experience.

This could, for example, be a game or challenge that the user signed up to play after seeing it on their newsfeed. These fun experiences extend consumer interaction time, which in turn generates brand loyalty if they enjoy what they’ve done. Native ads can create a unique user experience, draw key audiences into the content, go viral, and integrate a fun time. Do you want to engage millennials? They grew up playing video games, so give them a good one to play and see what happens.

5. Cost-effective

Nobody likes getting cold called at home during dinner. This is the same with online advertising. Nobody likes seeing irrelevant ads pop up while they’re reading blogs or checking scores. If cold calls are outbound marketing, then think of native ads as inbound marketing. Native ads focus on quality over quantity, which in turn makes them more cost effective. They might not hit as many eyes, but they hit the eyes where you want them to be hit. Eyes that are attached to bodies that are now more likely to buy your product.

Post-engagement strategies

So you’ve done your bit and posted native ads online. Now what?

  • Right deployment

As we said before, you have to know your client base and what they like. Native ads are surgical strikes, not carpet bombs. If they’re placed correctly you’ll get the most bang for your buck. Have a call to action and make sure to have that engaging content on the other side of that click on your landing page. Once there, your potential customers will spend some time getting to know your content, and hopefully your business.

  • High quality content

Seamlessly integrating with a potential customer’s experience is the name of the game, but once a lead clicks on your link, you need something interesting to keep them there. Sometimes it’s as simple as asking a set of questions with the promise of a reward at the end. Provide discounts, special offers, or free trials if they complete the questions, game, or activity. Whatever it is, it needs to be creative and interesting or else your customers ain’t going no further.

  • Optimisation and tracking

As with any marketing strategy, you need to track everything. Native ads are easily trackable using web tools, so make sure you keep track of what content is driving the best results and tweak your strategy accordingly. This may also help you find other sites that could be a good place to put your ad so you can find even more potential customers. Track as many variables in the campaign as you can, so you can make that strike even more surgical.

Case study: Etixx

Etixx is a premium sports nutrition brand that created an online hub for their fans called Etixx Zone. This space used native advertising along with display ads, SEO, and Twitter promotion. The goal was to connect with people who already liked their product, and make them aware of what else they’ve got on offer.

The campaign ran from January 2015, and tracking showed that native ads were the primary driver of traffic at the start of the campaign, with some of the site’s content being promoted through native ads. Compared to other forms of advertising, native ads drew in:

  • 93.65% of new users
  • 85.61% bounce rate
  • 89.20% of sessions
  • 93.33% of new sessions.

In total, Etixx Zone sent 126 visitors to the Etixx Sports website.

Overall, native ads helped put the Etixx brand in front of not only a wider group of potential visitors than any other traffic source, but also visitors who had interests that made them perfect Etixx customers.