NATIVE ADVERTISING

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Why should I do native advertising?

Native advertising is a great way to expand your reach in a discrete yet effective way. In an increasingly crowded digital world, it’s more important than ever to create ads that are more engaging and less intrusive. The native advertising format is a great way for your brand to do this. As the name suggests, native advertising is all about creating promotional content that blends into the look and feel of a website, and therefore is more likely to be read compared to a regular paid advertisement. This improves your brand’s chances of connecting with readers and ultimately converting them into customers.

What does native advertising look like?

Native advertisements appear in online media and print media. When done well, native advertising articles should have a very similar appearance, form, and focus to the other content pieces around them, helping them to blend in. They should tell a story in a similar way to a regular editorial article and avoid being too brand-heavy. Native advertising articles must have some kind of disclosure that the content is sponsored or advertorial. In-feed native ads are shown as recommended content on the pages of media outlets and are subtle, helpful, and non-intrusive.

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What are the benefits of native advertising?

Many brands, ranging from established corporations as well as smaller startups, have leveraged native advertisements to their advantage. Often, companies are prompted to try native advertisements when the return on investment in other more traditional paid marketing efforts (such as PPC) starts to diminish. Native advertising enables businesses to reach audiences at highly impactful moments — for example, when they’re already consuming content and more open to discovering something new. 

Further benefits of native advertising include:

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1. Space: Native advertising articles are often between 500 and 1,000 words in length. This gives your brand more space to tell a better, more authentic story and thus use content more effectively. This is particularly important for more expensive products, where more introduction, explanation and persuasion is needed to move the user along the buyer journey. 

2. Authenticity: Through better targeting and personalisation technology, native advertising brings brands and people together in a more authentic manner.

3. Easy targeting: With the extensive targeting options available, it is easy to reach people interested in a particular product with related content and to target/retarget customers and buyers in the sales funnel.

4. Attention: Unlike banner ads which are explicit in their intention, native ads blend in better into the content landscape and do not look like traditional ads. Therefore, they receive greater attention from consumers and are less likely to be filtered out. By blending in with the user experience, native ads present themselves as editorial content of value to consumers

5. Credibility: Content which is co-created by the publisher rather than just the advertiser gains more consumer trust. It helps businesses build trust among their audiences and share valuable content.

6. Higher CTR: Higher perception and credibility leads to higher engagement with native ads, which results in a higher number of clicks. 

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