Why Do Native Ads Work?Leslye Schumacher
I have always been told “You can’t have your cake and eat it too.” What does that really mean and how is it relevant to native advertising? The proverb’s meaning is similar to the phrases “you can’t have it both ways” and “you can’t have the best of both worlds.” With native ads, you are! You are able to make the customer feel enabled and the advertiser in control.
Ads Mingle Well with Content
When consumers are online, they are looking for a diversion or solution when browsing. If someone is searching, “How to build a Deck” he or she is looking for information to increase his or her knowledge, not to buy the actual deck. However, they may be interested in purchasing a saw or paint if it will benefit the project. If the ad seamlessly incorporates an ad for a product related to the topic, the person could take it seriously, because the product appears as a solution and not forced on the user. Chances are that he or she may even click on the button to purchase the product. This is highly beneficial for advertisers, since they’re in control of what they promote.
Attracting the correct audience is one the biggest reason to use Native Advertising. According to reports, native advertising is more engaging than traditional display advertising. Banner ads are still producing a CTR around 0.07 percent. So how is native advertising doing in comparison?
• Native ads are viewed 53 percent more frequently than display ads, providing a higher CTR (60 percent).
• Native ads result in an 18 percent increase in purchase intent.
• Native ads can help lift a brand by up to 82 percent.
Native Ads Can Elude Ad Blockers
Since these ads appear within the content, it is harder for ad blockers to block these ads without blocking content. When your ad looks like it belongs with the content that the potential customer has opted to view, you end up with significantly higher engagement, which translates to a higher click-through-rate and conversion.
Spend with Native Ads Continues to Increase
Native ads are predicted to make up at least 60% of the digital spend in 2018. The graph compares native vs. non-native display advertising spend in the United States from 2016 to 2019. In 2017, the spending amounted to 20.9 billion U.S. dollars and the figure is expected to reach 36.3 billion by the end of 2019.
Want to learn more about all the ways native ads can be used? Click here for more information on the targeting options!