Finding the right time for native ads

Over the last year, native advertising has been a hot topic in the digital space. Its focus on content has been welcomed by advertisers who, in a time where users are so exposed to online ads, have concerns over banner blindness, low CTRs and overall ad resonance

Over the last year, native advertising has been a hot topic in the digital space. Its focus on content has been welcomed by advertisers who, in a time where users are so exposed to online ads, have concerns over banner blindness, low CTRs and overall ad resonance. And of course publishers will sell it as the best thing since sliced bread in order to rake in the cash with this new revenue stream.

By creating content such as articles, infographics, video, interactive pieces and ‘how to’ guides, (some snazzy ideas here), advertisers are aiming to provide users with ad communications that are genuinely useful, interesting or entertaining in order to drive brand awareness, engagement and likeability. With two thirds of advertisers planning on increasing native budgets throughout the year, there’s certainly an eagerness to capitalise on these benefits but to get the most of native, it has to be used at the right time.

  • When there’s a story to tell – Native ads can be powerful in spreading the word and generating buzz when it comes to product launches and brand news.
  • To educate consumers – Informative articles and infographics or ‘how to’ guides can be an effective tool in increasing users’ understanding and in turn, interest. This is particularly so when it comes to complex or considered purchases such as financial services products. Similarly, brand personality and values can be conveyed through native pieces.
  • Moderation is key – Less is often more when it comes to native ads. Churning out content willy-nilly will dilute its impact so concentrating on maximising the exposure of clever key pieces is a better use of resources. Aligning native ads with seasonality, key events and offline activities will see their impact go even further.
  • To enhance a wider display campaign – While a native ad can go into far more detail than a display banner, it’s not a stand-alone. Without the support of additional activity, its impact may be limited but accompanying display and social activity can deepen the resonance of the message.
  • When there’s support from social channels – The success of a native ad can be heavily dependent on the support it gets form social channels. Promoting the content through these maximises the audience and traction it gets, resulting in more views and interactions

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