How Native Advertising Helps You Respond To User Needs
The opportunity as an advertiser to reach consumers with a user-centric experience begins before most people have even had their first cup of coffee. Across the country, people rub their bleary eyes as their phone alarms jolt them awake. They rustle around in their bed sheets or on their bedside tables to find their phones and scroll until something piques their interest. In today’s world a successful advertiser’s role is multi-faceted - entertainer, engager, and fulfiller of wants and needs. Even if you aren’t a native of native, you can become an implementation expert and reach your advertising goals with a few tips.
Form + Function - It’s a Native Tip, Not A Workout
Contrary to popular belief, native advertising isn’t actually new as we have experienced similar formats for years, like advertorials and search engine ads that mimicked the look and feel of page content. However, the banner ads of yesterday simply don’t cut it any longer for budget-savvy advertisers who want to maximize both scale and quality. Native ads combine form and function. Form means that the ad matches the visual design and look and feel of the page. Function means that is behaves like the user experience and matches the natural content. Native ads look like regular content and therefore increase your revenue potential.
Designing Your User-Centric Approach
The advertisers with the best return on investment (ROI) know that a user-centric approach requires a multi-prong strategy. Consumers expect an ad that is seamless, engaging, intuitive, and an experience. It’s a win-win for advertisers and consumers. It’s no longer just about showing someone an ad, and advertisers must now take into account how to engage the individual. Static ads don’t fit the form or function of the page - which means they don’t fit with the way consumers take in information.
Opportunity To Access A New Bucket Of Users
Advertisers have an opportunity to access new users. Publishers are cognizant of the user’s in-app experience with ads as their goal is to make as much money as possible, while also retaining users. As an advertiser, you also want to access the largest number of users possible. If native is the only ad format a publisher runs, advertisers who shun native miss out on user supply.
Assembling Your Ad
How do you scale native when you have to use the same creative across what can potentially range up to thousands of publishers? It is recommended you use five main fields, but you also want to choose ones that represent your ad. These are title, text, call-to-action, icon image, and main image. Native has low barriers to entry. If you have other advertising efforts, especially social media, you already have the assets. You want to keep in mind that, in a way, you want your ad to blend in which will actually compel more people to click it. Your ad sticks out because it piques the user’s interest content-wise - not like an intrusive sore thumb that takes away from their mobile experience.
An example of native creative:
Reaching Your Goals
Like all other forms of advertising, you should be monitoring and optimizing your performance. A substantial benefit of native is that the price and CPM is comparable to in-banner ads, while the click-through rate is five times the amount. Native opens up a whole new set of inventory and a chunk of users that could be great for an advertiser.
And this is just the beginning. It’s a user’s world. And native ads may not be native to it, but for any advertiser, allocating budget toward native has evolved from a choice to a necessity. Responding to user needs, not just with your product, but with your advertisements is pivotal. It’s an ad world - and we’re just living in it.