Posts tagged native advertising
There is a lot of criticism when it comes to native advertising. While it is one of the more effective ways of reaching your audience, and helps to avoid ad blocking software, some customers are not fans of this marketing technique. In order to persuade apprehensive consumers, honesty is the best policy.
What is Native Advertising?
Native advertising is a “disguised” form of advertising media. This means that your advertisement looks and appears in the same style as the platform it is advertising on. Whether it is an article, video, or any other form of media, it is almost indistinguishable from the platform’s primary content.
The problem with native advertising is that most customers see it as deceptive. Most customers have trouble distinguishing the difference between regular content (written by the editor) and advertorial content. This confusion leads to some customers feeling like they have been misled. As a marketer or advertiser, you do not want your customers to feel like you have betrayed their trust.
Effectively Using Native Advertising
The best way to approach native advertising is to be honest with your audience. It is common practice to label any article, video, image, or content as an advertisement. This label lets visitors know that the content they are about to engage with is sponsored. By adding a layer of transparency viewers are not confused.
You can also be transparent in your content as well. Introduce your company before you discuss the benefits of your new product or service. Even if the viewers know that your piece of content was not written by the editorial staff, good content will grab their attention.
The best part about native advertising is that it is becoming more and more accepted every day. People expect to see promoted content on websites they frequent. Just stay honest and you will have plenty of opportunities to reach new audiences.
Effective Online Advertising: In Spite Of And Thanks To Technology
Publishing and advertising companies expend a lot of effort trying to create effective online advertising. They attempt to formulate their ads so that people who see the ad will be intrigued and follow the ad. Getting the consumer’s attention is easier than keeping it. For example, when online advertising first began, basic banners were effective. Over time, though, consumers gradually started ignoring simple banners.
So, advertisers began producing more complex, creative, and sometimes obnoxious ads. (Think pop-ups). Soon, the growing popularity of social media offered another avenue of advertising. In the past few years, native advertising has become more and more common, with ads and sponsored content blending with the natural content of the websites.
Despite the many different avenues and different types of media available for online advertising, display advertising is still a highly effective way of reaching consumers. Consumers tend to ignore banner ads, and you’d be hard-pressed to find someone who loves banners. However, display advertising can reach people on a wider scale, and in ways that other advertising media simply cannot. Of course, to be competitive, an ad needs to be more creative, more engaging, stronger, and more prolific than in the past. When this is the case, a well-designed display ad is hard to beat.
While technology has opened up many new and beneficial ways to advertise and consume media, it has made it difficult for advertisers to control their ads. For example, how and to whom their ads are portrayed. This same technology, though, can help advertisers regain control and ensure their ads are more effective than ever.
Advertisers now have the ability to make sure their brands are well-placed and relevant, especially in terms of context and geographic location. They can also see how viewable their ads are and even have the option of direct viewability with automated ad buying. In addition, advertisers can protect themselves from traffic fraud by using real-time anti-fraud techniques. Effective online advertising, then, comes down to how an ad is developed, placed, and viewed.