While 2014 proved to be the year of native advertising, experts predict that the popularity of native ads (advertising that is designed to take the form and blend perfectly with the surrounding content) will continue to increase throughout the coming years. This is not surprising considering the fact that these ads allow brands to communicate more effectively with their audience while preserving their voice and advertising objectives.
However, since most consumers are becoming extra savvy and can spot ads from miles away, publishers and brands are expected to work together to create native ads that blend more with the content around it. By making them less promotional and more relevant to the audience, there is a higher chance that the ads will be read, watched or clicked on. This can also increase the likelihood that some of the trust the consumers have on the publisher will eventually rub off to the brand.
Aside from improving conversion rates and trust ratings, small businesses should consider using native ads for a number of reasons. Here are some of them.
- Native ads are more engaging than banner ads. One particular survey showed that people looked at native ads 52% more frequently than banner ads. Native ads also produced higher purchase intent response and brand affinity as compared to banner ads. In addition, 71% of consumers who previously purchased a product from the advertiser claimed that they personally identified with the brand after viewing a native ad.
- They are highly sharable. Considering the fact that one in three people is willing to share valuable information to their own networks, you can significantly extend your reach by creating native ads that appeal to your audience.
- Native advertising has immense SEO benefits. Since native ads have excellent click through rates, using native ads can help bring more traffic to your site and increase your backlinks.
Now, do you see why you need to start using native ads for your business?
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