The whole premise of native ads is to blend in naturally with the rest of the content a website or publisher features. Therefore, marketers must present their content in the same style and format as other content pieces on the site.
Users’ attention flows seamlessly between native and editorial content when browsing the website. When done right, your content should pass the intended message without interrupting users’ flow. If anything, it should contribute to it.
Other benefits of native advertising include the following:
1. Custom Content
A Time Inc. study found that Millenials, GenX, and GenZ consumers trust branded content more than traditional advertising. The reason is that they find it more thought-provoking, entertaining, and it leaves a lasting impression.
2. Increased Engagement with Interesting Content
Audiences find relevant content interesting and are more likely to look at it than display banners and pop-ups. Moreover, native content further creates an emotional connection with consumers, aligns with their personality, personalised content, and employs other engaging formats like infographics and video.
3. Drive Better Campaign Performance
Native ads are effective and perform better than other ad formats, which helps advertisers drive conversions and revenue.
4. Better Ad Placement
Native advertising allows you to place ads where readers can see them. Many users have developed a habit of avoiding specific locations and certain content types to avoid display ads when browsing.
5. Native Ads Have a Higher Click-Through Rate (CTR)
An AppNexus whitepaper revealed that native ads have an 8.8 times higher CTR than display ads, especially in food and drink, family and parenting categories, and pets.
6. Native Ads Drive Purchases
A Collective Bias survey revealed that millennials are more likely to make purchases after interacting with native ads. Many agreed that they don’t dismiss these posts and find helpful, high-quality articles negate the content’s branded (sponsored) nature.
7. First-Party Data
Newsletter owners build first-party data about their subscribers. First-party data provides marketers with a valuable source of users data and includes demography, purchase history, time spent on the website, interests, and more.
Native advertising partnerships give you access to first-party data for free and allows you to deliver your target audience relevant ads and personalised experiences. You can easily segment and monetise first-party data using a data management platform.
8. Native Ads are Not Intrusive
Native advertising is not intrusive, unlike banner ads that pop up and annoy consumers. Instead, it conditions the audience and gives them space to consume content conveniently.
9. Consumers Subconsciously Consume Ads Displayed in the Background
The context in which you place ads makes it easy for your target audience to register the product or service in their minds.
10. Native Ad on Mobile
Millennials prefer and consume more mobile-friendly ad content because it is convenient.
11. A Win-Win Situation
Native advertising provides a win-win opportunity for both publishers and advertisers in the mobile ecosystem. It allows advertisers to communicate their brand offering without worrying about annoying their target audience. On the other hand, publishers don’t worry about losing or alienating their user base while users enjoy content with no intrusions.
12. Increased Brand Appeal
When you create native content with the target audiences in mind, you can significantly increase your brand appeal and recognition reliably than other advertisement types.