The goal is that the advertising does not interrupt the flow of the user because the concept is that if the user doesn’t lose engagement they are then likely to engage with the advertisement.
When you break it all down it’s apparent that advertising is content though you may be hard pressed to have people admit. Native advertising, though, is well received despite if an individual can spot the intentions.
A study on native advertising found:
- Consumers looked at native ads 53% more frequently than display ads.
- 25% more consumers were measured to look at in-feed native ad placements (the most common editorial native ad format) than display ad units.
- Native ads registered 18% higher lift in purchase intent and 9% lift for brand affinity responses than banner ads.
- 32% of respondents said the native ad “is an ad I would share with a friend of family member” versus just 19% for display ads.
What does it take for these native ads to work?
- Understand your market, first and foremost, along-side the content in which you plan to place your advertising so it not only seamlessly integrates into the work but reaches the right eyeballs.
- Be up-front and transparent with viewers to let them know they are viewing an ad since it’s better to have them skip over the work than to complete their way through, feel deceived, and place a negative imagine on your brand. It is also important to do so to keep in line with the federal guidelines for online advertising.
- Handing over the work to an individual or company (generally) that specializes because it’s very common to make mistakes and become overly promotional with the work because of the egotism attached to the business or its offers.
The take-away is that native advertising, to make it work, relies on ones’ ability to create great, complimentary content that fits the flow of where it’s being placed without being too promotional or out-of-place that an individual feels uncomfortable with the work.