Native Advertising is not something you should ignore if you’re looking to market your business.
Well, we’re in a climate where it’s getting harder and harder for businesses to drive traffic to their websites through organic search engine results and pay-per-click banner advertising, which has traditionally been the way to do it.
Pay-per-click advertising in particular is in serious trouble.
Nowadays, a 468 x 60 banner has a 0.04 percent click-through rate.
And according to BannerSnack, 54% of users don’t click banner ads due to a lack of trust.
To compound this, a 2014 study found that 18- to 34-year-olds were far more likely to actually ignore online ads, such as banners and those on social media and search engines, as opposed to traditional TV, radio and newspaper ads.
With adblockers increasingly on the rise, this figure may well be even worse. On the mobile web alone, at least 419 million people (22% of the world’s 1.9bn smartphone users) are blocking ads.
Where to spend?
Twenty years ago, having a website felt optional. Back in 1995, less than 1% of the world’s population had an internet connection. In 2016, it would be gross negligence for a business to not have online presence what with 40% of the world population being online. Or to put it another way, with 7.5 billion people on the globe, that’s approximately 3 billion potential customers online for your marketing messages to reach.
With so much of the world connected online, many businesses are, nevertheless, still unsure about where to invest their marketing budget.
“What’s the best way to reach potential customers?” they ask.
It isn’t banner ads for sure!
Is social the answer?
Nowadays, 92% of marketers agree that social media is a critical part of marketing activities online.
Indeed, 91% of retail brands (think beauty, apparel, electronics, big box and home goods, etc) use 2 or more social media channels as part of their marketing mix.
It’s no wonder, really, because it has been suggested that the number of people using social media rose to 176 million in 2015 alone.
But it can take a long time to see results from social. It takes consistent engagement and it takes time to build an audience from scratch. That’s not to say it’s not a vital part of building your brand online at the awareness or interest stage of the sales funnel.
So it’s SEO, right ?
Yes and no.
Although good old fashioned SEO marketing – getting found in Google – has always been a great way for businesses to get found and has long been the #1 driver of traffic to websites, even beating social media by 300%, SEO marketing is getting harder and harder. Especially when there are reportedly 17 blog posts published every second. The competition to be found is immense.
Not that I would discount SEO, but we at Moodong find that some of our customers are having success by including paid content as part of their marketing mix.
Enter Native Advertising
Native Advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
Put simply, that means advertisers essentially determine which websites have the demographics that match their target audience. Then the two brands collaborate through sponsored content.
Let’s say I have an energy drink, Purple Cow, and my team determine that the edgy, hipster website Twice has my target audience (so 20s male, hipster, creative, upper middle class).
Purple Cow needs to fit in with the Twice ethos of being a bit subversive and edgy mixed with a dash of douche, obliviously entitled and superior. Bottom line: it needs to seamlessly merge with other Twice content in their stream of content.
Via the Twice brand, our teams decide on how to marry our two visions. Maybe it’s an article about the virtues of caffeine will amp you up to stay creative throughout your day. Or how Purple Cow is pure creativity in a can that also boosts your cool factor, all with the language and aesthetics that Twice has come to represent.
The material is then rolled out on the platform. Both benefit! Twice has some cool, funky, etc, etc, content whilst Purple Cow gets exposure to Twice’s massive network – without using a pop up banner that adblockers would crush in a nanosecond!
Still thinking web banners? Think again.
Adblockers are increasingly problematic for marketers working with pay-per-click campaigns, what with 47% of internet users between the age of 18-24 never even seeing your ads. And yes, you should be afraid: this number will only keep growing.
The beauty of native advertising is that it doesn’t harass the user with an obnoxious presence.
The user is seamlessly intrigued and enveloped by the content. In fact, native advertising receives just about the same amount of attention (1.0 sec vs. 1.2) as the other content on the website. For the internet, that’s actually a significant amount of time! And, to backtrack to the banner ad, native ads receive 53% more views.
Put simply, there could be more bang for your buck in native advertising than any other form of paid media online right now.
More time, more engagement, more interest, more click-through, more conversions, more money, bam, bam!
Have you thought about what native advertising could do for you ?