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.
Before the internet, we all thought about buying, selling and engaging with people and brands in a very different way. We understood the process, the interaction, the communication that was inherently connected to these types of activities.
A lot has changed, but guess what? It turns out people still expect those same “courtesy and engagement components”, even if they’re now interacting with your brand online.
Online marketers that are winning in today’s ultra-competitive marketplace have never lost sight of this simple truth and continue to incorporate the always important human experience into the online customer experience. Your welcome messaging — and automated welcome program — should be seen as a warm and personalized greeting to your online brand. Let’s explore some best practices regarding the all-powerful, always in style “welcome email".
What critical elements do I need to include in my emails?
Although there are many things to consider when creating your welcome program, we’ll focus on three high-level best practices that every marketer can leverage.
When you create your welcome messaging, we recommend the following:
Say thank you! Just as any good business owner would, make sure to extend a warm thank you to your new customer for joining your email program, making a purchase, etc. This can be a simple sentence in the message, or you might take it a step further and extend a special offer or coupon. Get creative with this!
Be sure that your new subscriber/customer understands the best ways to engage with your brand and how to learn more about your content, products and/or services. For publishers, this might include providing links to top stories or the most shared content. For retailers, this may be hot selling products or timely promotions that you don’t want your new customer to miss. For online gaming brands, this could be links to top tips and tricks, leaderboards or the latest virtual goods. Don’t forget to include links to your social media presences and community/blog areas as well.
Keep your welcome messages short. In the same way that customers don’t enjoy hearing a 10 minute welcome greeting from a salesperson, they certainly don’t want to read a long, droning welcome email either! If you have a lot to say, consider creating a multi-message Welcome Email Program. And that leads us to…
What is a Welcome Email Program?
If you have a website that is overflowing with extensive content or a complex product line that can’t easily be summed up in a clean sentence or two, you may want to consider an email program to welcome your readers. A well-planned welcome program has several key benefits:
It’s an efficient process for marketers to introduce and share multiple highlights regarding their brand, content and products.
It’s an intuitive way for new subscribers to engage with multiple elements of your site or product without being overwhelmed.
It allows new subscribers to easily share content with friends and family by including Share to Social links at the content, product or article level.
A welcome program is not a fit for every online business and/or new customer experience, however, it’s a great option to consider if you’re struggling with organizing and introducing your brand in a way that doesn’t overwhelm your new customer in a single email.
Need proof? Learn how Sony’s multi-message welcome programs warmly greeted their new Sony Card members and boosted email engagement by 157 percent.
What About Automation?
Whenever possible, we love to help our clients automate their welcome messages; the efficiency, consistency and engagement results can be outstanding! Remember “automation” doesn’t mean “non-targeted, one-size fits all, robotic” messaging. Make sure that elements of the welcome message are dynamically personalized and relevant to your new member.
What did your new customer buy? What content did they express an interest in when they joined your newsletter? Where do they live? All of these elements can be referenced and included in your automated welcome email program and can make a significant difference in how well they perform.
Be creative, be fun, and whenever possible, focus on personalizing the experience for your new member. The possibilities are virtually endless!
This article was originally published on PostUp.
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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