Getting ads in front of people is one of the core challenges of marketing, as people often scroll away or install ad-blocking software to prevent them from showing up. However, one of the critical workarounds to get people paying attention to your marketing is using native advertising to target your audience more effectively.
In this post, we’ll discuss native advertising and what it can accomplish for your business. We’ll also go over how to develop the perfect ad campaign by using native ads in conjunction with your broader marketing efforts.
What Is Native Advertising?
So, what is native advertising, exactly?
Put simply – native advertising entails developing paid ad campaigns that align with the style of their corresponding publication or other online sources. These ads can significantly boost brand awareness while informing audiences about a brand's mission and value proposition.
While native advertising may seem superficially like sponsored content, there are some key differences to consider. While sponsored content tends to fall under the responsibility of a third-party content provider or a publisher, native ads are under the purview of ad platforms or ad networks connecting them with relevant target audiences and publishing platforms.
Reaching Customers Where Their Attention Is
Functioning essentially as a form of sponsored advertising, native ads aim to inform and provide value to audiences. Native ads must be transparent and include high-quality content to gain audience trust and share your brand story. The right ad strategy will connect with target audiences on the most appropriate platforms and blend seamlessly with the surrounding content.
The result of native advertising is a non-intrusive advertising experience that resonates with audiences without disrupting the flow of content. Some platforms used for native advertising include news platforms, digital magazines, blogs, and other sources of information and entertainment.
Find out where your target audiences are before developing your native advertising campaign and target those platforms over all others. You can conduct some market research to see what audiences are paying attention to or where your competitors display their native ads.
How Native Ads Fit Their Platform
Native ads can fit on all advertising platforms, from social media to news sites. An example would be Forbes, which often uses native advertising that flows with the platform's content. In the case of Forbes, native ads usually take the form of "Promoted Stories" that relate to the articles users read.
Other platforms may include ads that appear within the content as:
- Recommendation widgets that comprise small boxes directing readers to additional related content, appearing as a natural part of the above article
- Native display ads that may look somewhat different from the surrounding content but are highly relevant in their subject matter
- Promoted listings that list sponsored products above current product listings
- Paid search ads that closely resemble organic results in search engines
Crafting Effective Native Ads
The most effective native ads work best when they connect with the content on the platforms where they appear. Generally, they also perform better when they're less focused on selling the audience something and instead aim to push a real value proposition. If they appear naturally integrated and pertinent to the content, audiences are more likely to engage with them over other less effective ad types.
The following are some key tips for creating the ideal native ads:
- Know what you want to achieve with your ads. The goal you set for your campaigns will ultimately guide them, whether you want to increase brand awareness, drive clicks, or maximize conversions. Based on your goals, you can point your campaigns in the right direction.
- Keep your ads conversational. Use a conversational day-to-day tone in your ad content to resonate better with audiences. That’s especially true if they're engaging with news or entertainment content that's equally conversational.
- Ensure the design aligns with the designated platform. Your ads should seamlessly integrate into your target platforms. Trying too hard to stand out could lead people to ignore your ads and continue scrolling.
- Imbue a personal touch. Ad copy should communicate to users your message in a highly personal way, using the second-person perspective to reach them.
Get the Most from Native Ads with McClatchy
While you may recognize the importance of native advertising and know what it is, knowing exactly how to incorporate it into your campaigns is entirely different. With the help of professionals here at McClatchy, you can develop a winning ad strategy that gets the best possible results. We'll help you craft the ideal ads and connect them with the right audiences on the most relevant platforms.
Contact us today to learn how McClatchy can help you develop a robust native advertising campaign.