Native ad spend in the US alone surpassed 32 billion US dollars in 2018 and this format shows no signs of slowing down. A recent survey sent out to media executives around the world showed that 92% of them already use native ads or are very likely to start doing so soon.
It’s no secret that native is becoming an increasingly effective format, but putting together a winning campaign is not always easy. You have to invest a significant amount of time into developing creative content and measure the right metrics that help make the best adjustments.
Below, well provide a few tips that can help you build a successful native ads campaign in 2019.
75% of consumers are willing to interact with the content they find interesting, regardless if it’s branded or not. On the contrary, 73% of people actually prefer branded ads over traditional forms of marketing.
This is why native ads have a CTR that’s almost 9 times higher than display. They allow you to produce engaging content that features your branding but doesn’t look like an advert right away.
Instead, these ads blend in with the platform’s content in order to reach your audience in a more natural way. So much so, that native adverts engage consumers 53% more than some traditional ads formats.
Consumers are less likely to ignore your ads, so you’ll have the chance to showcase your brand and highlight your best products in a more effective way.
Launching a successful native ads campaign takes a lot of effort, but it can improve the performance of your overall marketing machine. Here are some tips to help you make the best of this popular ad format:
Define Your Objectives
Like with most digital advertising campaigns, the first step you have to take is set the objectives you want to achieve. These goals can vary depending on the industry and specific product. But, make sure you can track them in order to measure the success of your campaign.
Study Your Target Audience
Remember that content is the key to unlocking the power of native marketing. In order to create interesting content, you need to define your ideal demographic and study their behavior. This will help you identify the topics, visual elements, and platforms that attract your target audience’s attention.
Take Publishing Platforms Into Account
Unlike display ads, native content should blend in with the platform it’s displayed on. While some of the responsibility falls on the publisher, you should also design ads that at least have a resemblance to the publishing platform in order to achieve the desired effect.
Create Attractive, High-Quality Content
Once you’ve learned about your target and the platform, it’s time to start putting the content together. All your ads should have high-quality graphics and present an attractive image and text combination that match the users’ interest.
Deliver Value Through Your Ads
Consumers don’t like ads. That said, you can change their perception of your content by delivering valuable pieces that also promote your products. After all, 70% of people prefer to learn about a product through content rather than traditional forms of marketing. So, you need to find a way to deliver valuable information without relying on tricks like bait-and-switch techniques.
Measure Traditional and Post-Click Engagement Metrics
In order to improve the efficiency of your native campaign, you should focus on measuring both traditional and post-click engagement metrics. These can vary from one marketer to another, but some of the most common metrics include:
Don’t Compromise User Experience
Some experts believe that by the year 2020, customer experience will be more important than pricing in the eyes of consumers. Moreover, recent suggest that 4 out of 5 consumers are more likely to make a purchase when they get personalized content from a brand, so avoid compromising user experience at all costs.
Launch a Retargeting Campaign
A huge percentage of the interactions you’ll get will come from repeat users. Instead of bombarding them with the same ads, you should create a retargeting campaign for those who have already engaged with your content at some point.
This will help personalize the user experience and prevent the user from seeing the same piece over and over again.
Stay Tuned for More Native Ads Tips
There’s no denying that native ads are here to stay and the tips above can help you design a successful campaign. If you’re interested in learning more about native and other popular ad formats, get in touch with us today and our team will be happy to help.