If you’re reading this, you may be familiar with why native ads work as a marketing tactic. If not, check out 3 Reasons to Go Native for a quick overview. Regardless of how much you already know, you should look into adding native ads into your marketing mix. According to a study by IPG Media Lab and Sharethrough, consumers look at native ads 53 percent more often than traditional display ads. So how do you get consumers to look at your native ad? Here are some tips to create powerful and enticing native ads:
Identify the right media channels
Consider the channels where you’d like your ads to appear. Channels you may consider are social channels like Facebook and Snapchat or news sites, such as the Wall Street Journal. While some might sound like a good fit on the surface, they may not be suited for your target audience. For example, if you are in the skin care industry, it would not serve you well to advertise on a serious-toned news site such as the Economist. Aim to choose a platform that fits organically with your brand and the customers you serve.
Know your audience
Your campaigns can reach more consumers by creating sponsored content that relates to the platform it’s living on. Adjust your content for different audiences to make it successful. Let’s take the case of a skin care brand, you may tweak your content for a younger generation by delivering a new beauty trend. In comparison, an older demographic would be more interested in anti-aging products. Read the publication yourself, get familiar with the content so you understand what they’re all about, or even talk with the editor or publisher to learn more.
Create valuable content
Be helpful. Be entertaining. Be humble. Your native ad must add value to the reader. So whether you are interviewing an interesting person, giving a different perspective on a topic or giving advice, make it relevant and informative.
Test and test again
A/B testing can be a persuasive tool in enhancing and understanding placement for optimal performance. Test with one variable at a time, such as font size, image placement and ad size. Even a minor tweak can make a huge difference. Use the results to optimize ads so that they’re performing as well as possible.
Think outside the box
Don’t be afraid to step outside your comfort zone and be creative! Try a new platform, a creative solution or a new format. This is a chance to go beyond the norm and make a long-form piece of engaging content targeted at your specific audience.Maybe you already have some tips of your own and if you don’t, now you’re armed with 5 solid ones to get you creating compelling native ads that your audience will read.
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.
Ad fraud is estimated to reach $18 billion in damages in 2018 according to ANA. Year after year, digital fraud continues to grow. Digital ad fraud remains a big concern for brand marketers and agencies. A low fraud rate not only helps brands, but also means better quality ads and less headaches. In the affiliate marketing space, fraud affects all types of traffic channels. It could be a mailer form being filled out to create leads that aren’t legitimate, it could be a display ad that is being used in the same way with people being paid to complete the form. No matter the method, here at Madrivo, we train our team to spot patterns that could result from fraudulent activity and trigger an internal investigation to determine the authenticity of flagged leads. With Madrivo’s low 0.06% fraud rate, brands can feel confident in running their offers through our network of trusted affiliates.How did Madrivo succeed in gaining such a low fraud rate and continue to keep it year over year?1 - Thorough Vetting ProcessRigorously vetting publishers before they are even allowed to join the network is, in part, key to why the fraud rate has remained so low. Many factors are looked at to determine if it will be a good fit and if there are any discrepancies they will not be allowed to join Madrivo. 2 - Due Diligence with Traffic MonitoringOnce a publisher passes through the vetting process, due diligence is practiced as a new publisher starts running traffic. Several methods are used to gauge if the traffic is legitimate or not. 3 - Constant CommunicationCommunicating and having the right conversations with publishers is another key factor. Get to know what they do and the types of traffic they run. Ask for references from other companies the affiliate works with and contact them before allowing the client to run traffic. Once the publisher is running traffic, keep in touch to make sure they understand the lead standards and qualifications so that lead quality remains high and within compliance regulations. Establishing a very transparent relationship with affiliates will help build trust and keep everyone happy. Fraud is not 100% preventable, but with a secure vetting process and due diligence risk can be mitigated. It’s something Madrivo is proud of and takes very seriously.
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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