5 reasons why you should invest in native advertising
Constantly rethinking marketing methods is essential to stay on top of your marketing game. If you’re curious what native advertising is and why you should invest in it, keep on reading.
Andrea V • 20 Jul, 2022 •
5 Min. read
Digital visibility is our specialty. Together we can create a strategy that will enable your business to thrive online. Investing in native advertising can be a smart choice for your business, and here’s why:
Native advertising refers to paid advertisements that match the look, feel, and function of the media format in which they appear.
Essentially, it’s paid content that is designed to resemble the publication’s editorial content. It often blends in more or less with other content on the website where it’s displayed.
Non-intrusive marketing
Native ads can be found on online newspapers on a daily basis, as well as embedded within social media platforms or recommended content on websites. Unlike banner or display ads, native advertisements blend in seamlessly with the editorial content on the page.
Native ads look like part of the editorial flow of a page. The key to native advertising is that it’s non-intrusive; it exposes the reader to advertising content without standing out in the crowd as a small, obvious ad.
Read more: The art of offering useful content to your target audience
1. It works
According to outbrain.com, native ads are viewed by consumers 53% more than display ads, and they lead to an 18% increase in customer purchase intent. A study by Facebook also showed that customers are 20-60% more engaged with native ads compared to standard banner ads, resulting in higher click-through rates (CTRs).
This means that the visual engagement with native ads is the same, and even slightly higher, than the original editorial content.
This is a golden opportunity that more companies should take advantage of. The goal of native advertising is ultimately to make your company visible, increase traffic to the website, and ultimately drive more conversions.
2. Gain visibility in Google
As we head into 2022, website owners of all kinds – bloggers, marketers, businesses, or online store owners – are fighting for visibility, attention, and conversions.
The road to the first page in Google can seem long, whether you have an established website or are starting from scratch.
The competition to rank on the first page is getting more difficult. If you are willing to ut in the work, native ads can be an effective method to kick-start the visibility and awareness of your website and your brand.
3. Increased traffic
If you don’t have the time to organically build visibility and awareness for your website, native advertising can be a powerful tool to generate traffic from day one, even before you have established enough authority to rank on the first page in Google.
As long as the quality of the ads is high, the traffic will follow.
4. Native advertising awakens the reader
Ad fatigue is what happens when the audience gets tired of seeing ads. After a while, they simply stop caring. Native advertising is brand exposure wrapped in editorial content so that it doesn’t wear out the audience. As long as the content is relevant and compelling, native advertising keeps audiences engaged and interested.
5. Smart consumers
Despite readers being aware that native advertising is a form of advertising, it still has a significant impact on their purchasing behavior. In a recent study conducted by Stanford University, researchers found that consumers aren’t fooled by native advertising. They are well aware that they are looking at a form of advertising. Yet native ads still have a significant effect on increased sales.
Add native ads to your digital strategy
Incorporating native advertising into your digital strategy can be a great way to drive traffic to your website quickly. However, this is only a small part of the digital marketing strategy. The goal of any digital marketing strategy isn’t just generating traffic but also converting that traffic into leads and customers.
This should be in place before you start native advertising:
A digital marketing strategy: Inbound marketing or paid advertising, for example, is established marketing methods. For most people, a native campaign should be considered a more experimental traffic method. Native advertising should be considered a nice add-on to other marketing activities. With Journey on board, you will receive original content that highlights the brand and makes it shine.
SEO, AdWords and Social Media: It’s recommended to have a solid marketing foundation of SEO, AdWords, and social media, as these channels have been proven to generate consistent traffic over time. There are businesses that profit from native advertising alone, but in these cases, it’s considered one of the main activities in the digital strategy. Most businesses should include native advertising as a supplement to other traffic methods. In Journey, we work with CRO, SEM, SEO, and web analytics.
Available resources: It’s essential to have the necessary resources for ongoing optimization of native ads. Don’t set up a native ad campaign and leave it without any follow-up as it requires active management. Native advertising shouldn’t be treated as a gamble, and preferably, professionals in paid advertising should handle your native campaigns.
Let Journey Agency assist your digital marketing
At Journey Agency, we keep up-to-date with the latest trends in consumer behavior and digital marketing. Our team takes an analytical and strategic approach to help our clients achieve visibility online. Native ads can be a good tool to jumpstart the traffic to your new website.
