Must Haves For A Successful Native Ad Campaign
New trends and technologies in the digital space compel marketers to alter their marketing strategies in communicating with consumers. Native advertising has been around for some time now, and the research suggests that it is growing rapidly, as native ad units with rich content are reportedly boosting conversions by up to 60%. Individuals are more likely to share a native ad than a banner ad because of the content appeal. Marketers and advertisers are constantly finding new means to create compelling and engaging stories in the form of branded and sponsored content for the end users. Native ads increase the effectiveness of these stories with its seamless integration capabilities. Publishers and agencies are now realizing the ROI capabilities and potential of native ad units, and native ad spending is projected to reach $21 billion by 2018.
It all sounds simple, straightforward, and undeniably effective…but how is it done? What do you need to do to take the idea of native marketing from concept to reality? Here is a list of fundamentals that are must haves for a successful native advertising campaign.
Step One: CONTENT CREATION
Creating highly engaging and relevant content that caters to the user is what makes a marketing campaign “native”. Brands are able to engage with the users because of the innovative communication alternatives available through various digital platforms. Native ads should deliver content that matches the context of the article being browsed by the user. Brands are focusing on creating content that users care about and can connect to. About 60% of consumers feel more positive about a brand after reading its content.
Step Two: INTEGRATION
The beauty of native ads lies in its ability to be presented the same way as the rest of the content on a site. They are flawlessly integrated into the user’s feed without disturbing the user’s browsing experience. Publishers can tap into new monetization opportunities by displaying high quality branded content in the news feed. Accurate integration of a native ad unit is extremely crucial to any native advertising campaign. Successful native marketing campaigns include ads by brands such as Mattel (Barbie), Green Label (Mountain Dew) and Levi’s apparel. Highly visual ads are integrated with priority placement into the publisher’s platform, creating engaging conversations with the users and the brand. Overall native ad units hold 31% more time in the audience’s attention. If publisher and advertiser objectives are written into alignment, this integration process becomes effortless. It is the duty of publishers to state that the native ad units are “sponsored content” to maintain the trust and credibility of the consumers, but outside of this notice, the content should otherwise be totally mistakable for unsponsored content.
Step Three: MEASURE RESULTS
Measure your native campaign with editorial metrics such as Click Through Rates (CTR), time spent, visits, Cost Per Lead (CPL) and overall ROI. Evaluate and compare results to improve performance of the ad units. 57% of marketers measure user engagement on a native ad unit for effective campaign execution. CTR is the most effective way to measure sponsored content. Future content creation for native ads can be informed by genuine evaluation and measurement of the previous campaigns.
Find out how you can effectively leverage native advertising with innovative content creation and distribution strategies by reading more of our blog or visit us here at www.connatix.com