What is Native Advertising and Why Should I Use It in My Marketing?

By now, most of us are familiar with traditional display advertising—typically the banner ads on the right hand side or top of a web page. And while these static ads can be effective at driving brand awareness, marketers have been expanding their messages to include more engaging and dynamic formats.?

One of the most promising of these new formats has been the introduction of native advertising, which are ads that appear to be more cohesive with the page content and design. These ads often look just like a page’s content (though usually are marked with a small “ad” or “promoted” copy), so the viewer can engage with the message just like they would with a website article or slideshow. In short, native advertising allows the ad experience to blend in with the form and function of the user experience and site in which it is placed.

Promoted search results and sponsored social media posts are popular examples of native ads. Both formats provide the same kind of value to users as the organic search results and user-generated social media posts.

Benefits of Running a Native Advertising Campaign

According to native advertising research, native ads generate nearly 9 times higher click-through-rate (CTR), and generate a 18% higher purchase intent than typical display ads.

What’s more, they can be complimentary to your existing campaigns, and can be created simply by reusing your existing ad assets, so it won’t take a whole new creative team to implement and get off the ground.?

Here are 3 business-boosting reasons to start implementing native advertising into your existing campaigns today:?

• Build More Brand Awareness. When creating Native Ads, you are not only creating lead gen ads but creating ads that show who you are. By telling stories, educating, and evoking emotion, native ads boost brand awareness. Native ads allow you to humanize your ads, creating an authentic connection between your brand and the consumer. The key way to create brand awareness is through content. With relevant and engaging content, your brand recognition will soar.?
• Drive Better Campaign Performance. Native Ads realistically capture more attention because they look so cohesive with the page. When consumers engage with the page, they also can become their own marketing channel. With their likes, retweets, and shares, these engaged customers automatically boost your ad metrics.?
• Reach the Right Customers. Unlike content you write for your own site, native advertising allows for the use of programmatic advertising technology to only display the ads to the audiences you target. Within advertising platforms, you can target specific audience segments based on interests, job function, and geography to ensure the success of your campaign

How to Build a Native Ad

If you use a self-serve digital marketing platform like the one offered by Logiq Digital Marketing, it takes only a few steps to get your native ad ready to go. After you upload raw assets like your ad copy and logo, the platform can then translate these assets to the publisher so that the publisher themselves can assemble the ad to make the creative feel native to the content.

In the LDM platform, you can easily create a native offer that will include the title you want to use, the description of what you’re offering, along with your icon or logo or featured image you want to display next to the ad. This gives the publisher everything they need to know about how to create your ad on the site.

Even better, native offers within LDM can be associated to native creatives in a 'one-to-many' fashion, which allows you to easily associate this native copy with many different creatives. This allows you to run the same offer with different targeting rules, so you can A/B test your ad or reach multiple audience segments using the same image or video assets—making your marketing more effective and efficient.

Looking to learn more about native advertising or see a demo in action? Schedule your free demo today or contact us at [email protected].