3 Best Practices for Commanding Audience Attention with Native Advertising
According to the Association of National Advertisers, 63% of advertisers planned to increase their budgets for native advertising in 2015, expanding spend to $10.7 billion, an impressive 150% increase over 2013. The concept of native ads has been around for decades in print, but the advent of digital advertising has seen them become even more pervasive. As native continues to rise, there’s no better time than now to take advantage of its ability to connect and attract the attention of your target audience.
To get the most out of native ads, follow these best practices.
1. Select the Right Platform
In order to get the right message to the right audience, marketers must select the most appropriate channels. The commercial content must be fully immersed in the look, feel, and emotional tone of the site; it’s a simple but critical concept. Aesthetic and tonal cohesion is vital for you to consider when you decide where to communicate your brand message via native ads.
2. Engage with Valuable Content
The content you share needs to add value to the lives of the consumers that view it. In one Yahoo Food case study, users were appreciative that sponsored articles helped them do exactly what they came to Yahoo Food to do: learn how to cook, learn about new types of food, and create variety in their culinary chops.
3. Be Transparent
Within a content environment, lead with content, not the hard sell.
Yahoo recently had a brand sponsor highly engaged sports content during a large sporting event. When a more prominent brand logo was included in the ad, this mobile native advertising campaign yielded better results. Additionally, consumers shared that they appreciated the transparency and clarity. They were also significantly less likely to feel duped versus the original ad, which only contained minimal branding.
If you missed it, we suggest you check out the recording of our joint webinar with Yahoo to learn more about how to get the most out of native advertising. You can also download our white paper, The Essential Guide to Native Advertising: The Rise of a Digital Ad Format and Best Practices for Commanding Audience Attention.