In 2018, it is projected that native advertising spend will rise to a whopping $22.5 billion in North America. According to Business Insider, native advertising will propel 74% of all ad revenue by 2021. Those are some astounding figures. So why are advertisers spending so much on native ads? Because it works!
Let’s dive into why, but before we do that, let’s discuss exactly what a native ad is.
What is native advertising?
Native advertising is a type of paid media where the ad takes the form and function in which it is placed. They take on the visual design of the platform (like LinkedIn, Facebook, blogs, YouTube, etc) and have the look and feel like natural content.
Here’s why you need to add native advertising to your toolbox of digital marketing tactics.
- They look like editorials
A good native ad is an ad that doesn’t read like one. Native advertising works because it seamlessly blends into the platform or site and is not disruptive to the user. They are not overlooked in the way traditional display ads are, making readers more likely to be engaged. It’s a win-win: consumers get to enjoy high-value content and advertisers have a chance to engage and target their buyers. And because it looks like editorial, interest is created right away and the trust level is higher.
- People view them
Native ads meet people where they are specifically seeking out information. This allows for the message to be very specific to the reader and in turn makes people want to view them. Research states that 25% more consumers looked at in-feed native ad placements than standard display banner ads. Combining an ad with editorial content and fully integrating the two makes it extremely relevant to the viewer’s search.
- Drive purchases
As mentioned earlier, advertisers can tailor their ads, making them as natural as possible to increase click through rates. A study done by Sharethrough found that native advertisements registered 9% higher lift for brand affinity and 18% higher lift purchase intent over banner ads. And, once a user engages with your native ad experience, you can retarget them with relevant display ads that can have a much better chance at effectiveness.
Native ads can be a very powerful marketing tactic. If you haven’t already, going native should be considered for your next campaign to help you reach a quality audience and acquire new customers.