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.
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.
- They look like editorials
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.
- People view them
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.
- Drive purchases
When I first read the CNN article about you calling on Facebook and Google to clean up the ad “swamp” they’ve allowed to develop on their platforms, I was completely shocked. It’s not everyday you see someone of your esteem hold two of the largest advertising platforms in the world accountable for something as flagrant as contributing to the heightened state of consumer distrust in our society. As the father of two young, impressionable children who are exposed to objectionable content online everyday, and as the CEO of an affiliate ad network that touches the lives of tens of millions consumers each month, I felt compelled to write you a letter.
For starters, I admire your courage to speak with such conviction in an era where tech giants are held in high regard simply for creating a monopoly. An executive like you with decision-making authority over billions of dollars on digital ads has obvious influence, and you’re using that influence to cultivate change. Big change. Change that will impact people worldwide and shape advertising standards for years to come.
I’ve always had the mindset to think globally and act locally. I remember a few years back when electronic cigarettes were the hot new retail trend. Our network has the ability to deliver ads to millions of people in a short period of time and we had the opportunity to generate significant revenue by promoting the product via email campaigns. However, when we considered the implications of advertising a brand with questionable health standards and a proclivity to target addicts and children, it was an immediate no for us.
We don’t always come across people who understand our dilemma. After all, “business is business,” right? Not for me. Not for Madrivo’s employees and their families and friends who are affected by our business decisions. Since the inception of our network, we’ve lived by a rule: if we’re presented with ads or strategies that we’d be ashamed to show our grandmothers, we don’t run the campaign. This hasn’t made my job easy. There are countless opportunities that we have had to pass on and a lot of money left on the table as a result. Nevertheless, our executive board decided long ago that, while it’s hard to say no to a lucrative deal, it’s even harder to be at peace with yourself if you’re contributing to the harm of humanity.
We work every day to promote our clients’ brands in ways that are not only effective, but responsible and ethical. Our mission statement guides us: Madrivo exists to connect consumers to respected brands through valuable ads that improve quality of life. On that note, I want to pledge my solidarity to help make this year “the year that we start rebuilding trust.” The Madrivo family is committed to helping brands with products and services that truly improve the lives of consumers and promoting their offers through ethical and compliant means.
Thank you for shedding light on an issue that faces so many business owners on a daily basis. We are fighting this fight together and my hope is that decision makers, regardless of company size and market share, will realize the need for transparency in advertising and the altruistic benefit of rebuilding consumer trust.
Push notifications can be used in a number of ways to notify your customers about offers and deals, order status, reminders, announcements, and more. Depending on the industry, content of a successful push notification can vary dramatically. However, using the right words and tone can make a big difference with engagement and click-through rates. Improving the text of the notification is an easy first step. Keep these 6 tips in mind when writing your push notification copy.
Understanding your audience and personalizing the push notification message to appeal to them will be key in gaining your users’ trust. Create personalized content. It will bring value and help spike engagement with your users.
- Be relevant
Push notifications are brief by design. So, when you have a limited character amount, the need to convey your message in a clear, succinct manner is key to getting your point across. The best performing message is 25 characters and under. The shorter your message, the easier it is for the user to scan the message, thus increasing the chances of a click.
- Be concise
Make the message beneficial to the user. Market research suggests that users are likely to get annoyed by purely promotional push notifications, yet far more likely to approve of notifications that they believe are helpful to them and provide them useful information.
- Be helpful
Write messaging that prompts users to take action. For example, if you’re a retail brand, provide a clear benefit the user will receive from an offer. Studies show using the word “off” (for discounted promotions) resulted in a 5% boost in click-through rates.
- Prompt action
Grab the user’s attention by using some creativity. Use catchy calls to action or one-liners to make your push notifications funny. This will keep them engaged, interested and entertained. Surprise them with a good laugh and it’ll be a positive and memorable experience with your brand.
- Be creative, maybe even funny!
By nature, push notifications are disruptive to the user receiving them. It’s like being in-the-zone while working on your computer, and then a co-worker stops by to ask a question. It’s not a bad interruption, but nonetheless an interruption from what you were doing. Make your message warrant an interruption to make viewers feel rewarded rather than annoyed.
I hope you now have some great tips to add to your copywriting arsenal for push notifications! Messaging will depend on your audience and what type of message you’re sending, but with these tips you’ll be able to cover six different types of copywriting.
- Be thoughtful