Native Advertising – How it Works & How to Succeed

Line
Digital Marketing Manager

Native advertising serves to bridge the gap between companies and customers. In the following, we provide you with all the relevant information about native advertising. Additionally, we hope to inspire how you can make use of native ads, and to further improve your content strategy.

Definition of native advertising

Native advertising is paid advertising, where the ad matches the form, feel and function of the content of the media on which the ad appears. Unlike display or banner ads, native ads do not really look like ads. They rather look like part of the editorial flow of the page.
Native advertising resembles content marketing quite a bit. However, while content marketing publishes content through owned channels, native advertising takes advantage of an audience built by a third party website. In order to reach the audience of a third party website, the content has to fit the site’s own content universe. If not, people will notice the mismatch instead of noticing your actual message.

The following formats fits into the definition of native advertising:

  • Advertorials in newspapers and magazines
  • Promoted or sponsored content on social media
  • Sponsored programming on TV and radio

Advantages of native adveristing

Consumers have become very savvy. They can easily recognize an ad from miles away. Over all, ads are seen as unwanted, interruptive, and people avoid them like a plague. Thus, consumers tend to view the information communicated in ads skeptically.
So how do you get their attention?
Instead of creating ads with brighter colors and greater discount, take another path with native ad s. Native advertising was developed to camouflage the marketing messages so that they look and sound like editorial content. In other words, native ads do not disrupt the customer experience the way a pop-up does. By making ads that has a natural fit to the website, people will not feel they are looking at an ad, even though the ads are labeled with “Sponsored” or “Advertisement”.

Two powerful benefits of native advertising:

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How to succeed with native ads

Native advertising is a strategic extension of any content marketing plan. It maximizes the value of both owned and earned content. Thus, after investing in the creation of quality content, the next challenge is to get your target audience to engage with your content.
Get started with native native advertising with the following 3 tips:

Always use a compelling ad copy and images

While a good ad copy drives users to click at a higher rate, the headline should draw users’ interest. Work on making your ad descriptions informative without spoiling the content completely.

Monitor success in post-click engagement

To measure success with native ads, you must look beyond the click. Instead, monitor how many users engaged with the promoted content after clicking. This will give you an indication of how successful the ad was.

Advertise on a variety of exchanges to reach users across the web

Audiences spend most of their time across the web. Thus, advertising on multiple platforms is crucial if you want to identify where your brand can most effectively engage with your audience. With native advertising platforms, it is possible to access inventory from a variety of native ad exchanges.

With DYCE, you can easily make native advertising a part of your content strategy. Use the intuitive dashboard to plan your native ads, so they fit in with your other marketing activities, e.g. on Facebook, Instagram, e-mail etc.