Native ads match the function and form of the platform on which they appears. Although the definition may not be straight forward, there's no denying that native advertisements work. After all, the most common Internet technique of all (search ads) are a form of native advertising, and Google just goes to show how well that strategy can work. Following, we'll go into a deeper explanation of what native advertising actually means, and how you can use it to deliver profitable benefits to your company.
The first, and perhaps most obvious option, is sponsored content. Videos and articles that appear on popular websites that have already generated a significant following online, such as "Wired", or "Buzzfeed". The content on these websites are designed to mimic the feel and style of other editorial content, but behind that façade is a promotional intent - someone who is looking to sell to you.
The idea is to offer something so entertaining, that your consumers forget they're watching an advertisement in the first place. Sponsored content is the primary option for bigger brands. There are other options, however, for smaller companies.
Are you more likely to go out of your way to watch a random video, or one that your friend, or trusted acquaintance has already recommended to you? Content recommendation engines are making recommended content more of a realistic opportunity for companies around the web. On CNN.com, this shows up in the "around the web" links, that blend almost seamlessly with the rest of the experience of reading an article or visiting a page.
Testing has shown that having the right shout out from a relevant brand can make all the difference to businesses of any size, helping to draw extra traffic to content.
Finally, in-feed social advertising is perhaps the best place to start if you're new to native advertising options. You can set up your experience with in-feed native ads within a matter of minutes and as a marketing solution, it's cheap and easy to manage. In-Feed ads promote something while promising value to the person who's reading the ad. Although it may not contain a direct offer, it should lead you to a page that asks for further information, or takes you deeper into the sales funnel.
Founded in 2011, ExactDrive is a data-driven digital media buying and planning agency. We’re always on the lookout for motivated ad agencies and businesses with a growth and improvement mindset. The more successful you are, the better your business will grow and ExactDrive is here to help.
ExactDrive works best when paired up with an ad agency or business that is looking to optimize and enhance its service offering and campaign performance. It's important to us not just how much you spend, but where your money goes - we love diversifying our efforts across various digital media channels to maximize return on ad spend.
Whether you want to raise awareness, incite action or open new channels, ExactDrive works behind the scene to deliver results so you can focus on operational imperatives. As a result, we become extensions to your daily ad operations and can be trusted with any digital media need because deep knowledge is always at hand.
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