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.
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.
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.
Instead of waiting for customers to express their satisfaction or disappointment with your product or service, use a newsletter to capture their attention. Newsletters are a great way to create personalized contact with clients who are experiencing post-purchase dissonance. They also present an opportunity to cross-sell products and services to dormant clients. This constant communication between you and your customers can help ensure that the next time a client considers a purchase; you will be the first to come to mind.
Madrivo empowers advertisers to effectively grow brands online and enables publishers to optimize online media and to leverage customer acquisition channels.
In the constantly evolving and incredibly fast-paced digital era, Madrivo is an integrated online marketing agency that develops efficient marketing solutions, unifies customer acquisition strategies, and develops tactics to successfully move traditional operations to the Internet. The team at Madrivo guides companies, large and small, globally, to establish the most cost effective online presence.
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