What is Native Advertising?
Definition of Native Advertising
Native advertising is a type of online advertising that blends in with the format of the website or platform on which it appears. A sponsored post on a Social Media platform would be an example of native advertising, as would an ad that appears in articles on a news website and adapts to the look and feel of the page.
How to recognize a Native Ad?
How Native Ads look like
When done well, native advertising can be an effective way to reach your target audience without coming across as intrusive or annoying. Native ads are less likely to be skipped over or ignored than banner ads, and they can help build trust between you and your potential customers. Good native ads are only recognizable by their labeling as advertising. In this blog post, we'll discuss the benefits of native advertising in more detail.
1. Reach your target audience more effectively
If you're looking to reach a specific target audience with your advertising, native ads can be extremely effective. Native ads also have the advantage of appearing in suitable context. You can place your ad on pages and in articles that thematically match the content of your ad, ensuring that it reaches people who are already interested in your brand content.
2. Increased Engagement and Click-Through Rates
Native ads also tend to perform better than other types of online advertising when it comes to engagement and click-through rates. A study by Searchmetrics shows that the CTR for classic ads in the display segment is around 0.1 %. This means that only every 1000th impression actually leads to a click. Native Ad campaigns with CONATIVE outperform these numbers with an average CTR of 0.7 - 1.1 %. And sometimes even more. Take a look at our Success Stories here.
3. Improved Brand Awareness and Perception
Because native ads blend in with the surrounding content, they can help improve brand awareness and perception. When people see your ad in a positive light and in context, they're more likely to have a positive association with your brand. In fact, a study by comScore found that people who were exposed to native ads had a 18 % higher lift in brand affinity and a 19 % higher lift in purchase intent than those who didn't see the ad.
4. Greater ROI for your Advertising budget
Not only are native ads more effective than other types of online advertising, but they also tend to provide a greater return on investment for advertisers. A study by IPG Media Labs shows that native ads provided a higher ROI than banner ads across all measured metrics, including brand favorability, purchase intent, and ad recall.
5. Decreased ad blindness
Even though people are generally bombarded with advertisements both online and offline, studies have shown that we've become pretty good at ignoring them. This phenomenon is known as "ad blindness." But because native advertising doesn't look like traditional advertising, it's less likely to suffer from ad blindness. In fact, a study by Forbes found that 54 % of respondents didn't even realize that they were looking at a form of paid media when presented with native ads.
Summary of benefits of Native Advertising
As you can see, there are many benefits to using native advertising as part of your overall marketing strategy— increased engagement and click-through rates, improved brand awareness and perception, and decreased ad blindness, to name just a few. If you're looking for an effective way to reach your target audience while also getting a great return on investment for your advertising budget, native advertising is definitely worth considering.