When consumers browse online, they interact with content that can stimulate their curiosity and make them open to new information about products and services. But, the vehicle for the information can strongly influence how well it’s received. Advertisements that feel intrusive or interruptive to the browsing experience will be quickly be shut down and tuned out.
This clearly runs counter to the experience brand marketers want to create. So, if you want to immerse – and not interrupt – consider native advertising, an ad form that fits seamlessly into the user experience. Here’s why native advertising is on the rise in 2023.
How Do Consumers Feel About Online Advertisements?
Consumers have mixed feelings about online advertisements. Exactly how they feel is shaped by the type of ad, how it appears, the targeting, and how much it is personalized. When consumers perceive ads as annoying, irrelevant, or invasive, they will proactively avoid them. According to consumer surveys, about 40% of U.S. internet users utilize ad-blocking software.
On the flip side, the right advertising approach can help consumers appreciate the content and increase the probability they will engage and respond. Consumers are far more likely to engage with online advertisements that are personalized to their interests and preferences. They are also more likely to engage with ads that appear alongside relevant content. Trust plays a part too, with significantly more consumers reporting they are likely to engage with ads and buy from brands they trust over others.
So, advertising execution really matters. Without a doubt, marketers want consumers to feel overwhelmingly positive about their advertising content. This is why at its core, native advertising is about creating a user-first experience.
What Are Native Ads?
Native ads feel very cohesive with other page elements. They match the look, feel, design, and content so that they don’t feel like ads or disrupt the browsing experience. They fit “natively” within the page.
Native ads can appear in a variety of formats. They might be integrated into a target audience’s social media as “in-feed” ads, matching the format of other organic posts. They might show up as recommended videos or promoted listings at the top of search results in search engines or within different websites or apps.
Tips for Successful Native Advertising
Look for advertising opportunities that feel more seamless, matching the form and function of the platform where they appear and not disrupting the user experience. Then, when creating your ad, make it truly effective with the following best practices.
Provide value. Internet users that come across your native ad may not be searching for a product, service, or solution. They may simply be browsing content. Instead of simply promoting your product or service, your native ad should provide helpful information or be entertaining. Look for opportunities to engage your audience in meaningful ways.
Speak directly to your intended audience. Your native advertising can help to qualify prospective customers and help move them through your sales funnel. Consider this example headline for a business targeting young financial consumers: “The financial plan that can make professionals under 35 millionaires by retirement.” It’s clear who the content is designed for: young professionals who want to save for the future.
If you aren’t sure exactly who your advertising should speak to, embark on a data-led investigation to uncover and develop detailed profiles of your ideal customers.
Include a clear CTA. If you’ve gotten someone’s attention with your ad, make sure they are enticed to perform a subsequent action. What will they get by clicking through to your content? Make sure your value proposition is clear, and use strong action words, and tailor the CTA based on what stage of decision-making your audience might be in.
Test and optimize. Test different ad formats and messaging to find what works best for your audience. Try informative articles, visual photo galleries, or engaging videos to see what they prefer. Continuously optimizing your native ads can help you understand what your target audience is looking for, thereby improving ad performance over time.
Deploy Data-Driven Digital Ads
If your brand is driven by a user-first mindset, native advertising can be a powerful way to communicate with your audience. Prioritize value, personalization, and understanding audience preferences to make a lasting positive impression. To ensure your ads are highly effective, reach out to the data scientists at B2E for help with a data-driven approach!