How to Leverage Native Advertising for Your Brand

by Kelly Brickman

Native advertising is a unique, natural way to interest a consumer in your brand while still giving your brand the exposure you want. A widely-accepted definition of native advertising is “a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed”. In simpler terms, native advertising blends an ad within web page content so that it looks and acts like intended content, not an ad.

According to the Interactive Advertising Bureau, there are six different types of native ads: in-feed units, paid search units, recommendation widgets, promoted listings, in-ad with native element units, and custom content units. Theses core six types of native advertising are not executed all the same and they vary by form, function, integration, buying & targeting, and measurement.

A study conducted by ShareThrough found that consumers look at native ads 53% more frequently than display ads. If you want your intended audience to look at your ad more frequently, make sure you:

Choose the correct platform

The most important piece of information that you need when promoting your brand is to know who and where your intended audience is. You do not want to waste your resources promoting your brand on platforms your audience does not use. This is where you need to consider what form, function, integration, buying & targeting, and measurement your platform should adhere to and select the platform that fits your ‘wants’ best.

Create attractive content

Once you have decided what platform you want to use, you need to create you content to fit that platform and your audience.

When considering how your content needs to fit the platform, reflect on how content differs on Facebook versus Instagram. On Facebook, you would have a lengthier piece of ad copy with a picture. On Instagram, you would have a shorter piece of ad copy with a picture.

When thinking about how your content needs to fit your audience, make sure your word choice is fitting. For example, you would not word your ad copy to Baby Boomers the same as your ad copy for teenagers. Also, looking at your past successful content will allow you to see what works when targeting your audience. You can repurpose those ads to fit your chosen platform and to qualify them as native ads.

Be transparent

Consumers are beginning to dislike native ads because they can be seen as misleading. To avoid giving your audience this feeling, be transparent about the fact that your content is indeed an ad. Clearly identifying your ad as sponsored content may seem like a disadvantage, but it is not. Unwanted clicks on your ad will cut out any consumers who are not interested in your brand and give you clicks of those interested in engaging with your brand. This will enable you to better target your ad content in the future.

Native advertising helps nurture relationships with current and potential consumers and creates remarketing opportunities. How are you going to leverage your native ads in 2017? Contact us to chat about native advertising strategies today.