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Engaging Consumers With Native Advertising

Posted by Tim Nichols

Nov 20, 2014 8:30:00 AM

In a world saturated with marketing messages, people hear a radio commercial and change the station. They see a commercial on TV and fast-forward their DVR. Some people even see an ad on Facebook and subconsciously ignore it (even though we all know that is a silly thing to do). So how do you get consumers to pay attention to your ad? The key is to not make it seem like an ad.

This is where native advertising comes in. As the name implies, it is advertising that feels natural. Almost appearing to be a part of the content, native ads do not scream for the user’s attention. They are part of a website’s organic environment, and provide a great opportunity for brands to curate consumer-centric messages.

The relevancy of native advertising carries across diverse channels, largely owing to the fact that there is nothing flashy about the ads – there are no large fonts, special animations, or innate flourishes. By creating advertisements in this way, marketers hope to provide a much less disruptive advertising experience. Below is a great example of native advertising.

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Topics: Advertising, Marketing Strategy, Branded Content, Purina, Native Advertising

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