Ad-blocking & The Rise of
Native Ads
Internet users have expressed
their annoyance at the distraction and inconvenience of display ads for years —
from the introduction of banner ads in the 90’s to the countless moving and
flashing iterations we’ve seen since. So, it’s really no surprise that
ad-blocking programs have been barreling into mainstream use. A new report shows that the usage of ad-blocking
extensions is up a full 41% globally from 2014.
Today readers are faced with
fewer flashing distractions, but at a price. Ads actually pay for the content
that they do want to see. And, since publishers
still need revenue from advertising to create the content their readers are
seeking, this dilemma has paved the way for the recent rise of native
advertising.
Sponsored content, a type of
native advertising displayed as editorial content, is one way that publishers
are sidestepping ad-blockers; and, readers are responding to it. The benefit of
sponsored content is that it allows advertisers to get facetime with their
audience within the context of a reader’s on-site experience. According to a recent study, readers prefer
tailored content that tells a story over ads designed to simply sell a product.
However, because of the “wall”
that has long separated editorial content and advertising, readers are
understandably suspicious of sponsored content. A recent segment on native advertising from HBO’s “Last Week Tonight with
John Oliver” tries to convince viewers that it is. But, the truth is not as
black-and-white as Oliver would have us believe.
Sponsored content is working for marketers and publishers, and readers
are engaging with it. As a matter of fact, spending on native advertising is expected to reach $4.3 billion this year, up
nearly 34% since last year. It’s safe to say that it’s here to stay; it’s
gaining momentum; and it really can work for everyone.
Native
ads are relevant to readers.
Good
content is good content, and readers will be drawn to it. When native
advertising is tailored to a target audience and has been created with that
audience in mind, readers won’twant to block
it. Good native advertising engages readers just like editorial content — not
because it’s sneaky, but because it offers genuinely relevant information.
Native
ads improve reader interaction with ad partners.
Compared
to more traditional banner and pop-up ads, native advertising presents a much
milder inconvenience to the reader. Or, ideally, it actually enhances the user
experience by supporting high quality content and
journalism. Many times, it allows pages and apps to load at a faster
pace without interference from other types of ads. Native advertising is a way
for publishers to generate ad revenue while actually improving user interaction
with ad partners.
Tips
for Native Advertising
A survey from OneSpot, a content marketing platform,
recently found that 69% of marketers believe that native advertising is
valuable, and that advertising is generally headed in that direction. Learning
how to create effective sponsored content can be tricky, but marketers are
making more and more room in their budgets for it. Here are a few tips for how
to start thinking about your own native advertising strategy.
Get
creative.
The
Interactive Advertising Bureau (IAB) defines six core types of native ad
formats in its Native Advertising Playbook.
Knowing these formats and understanding how your audience engages with your
content will help you make informed decisions about where and how to distribute
native ads. The IAB describes the six types this way:
·
In-feed units, which appear on news outlets and social networks in the form of
labeled “sponsor content” or what’s been liked or picked as a favorite by a
connection
- Paid search units, in which an advertiser
pays to be listed at the top of search engine results for certain keywords
- Recommendation widgets, which pull related
content from “around the Web” based on topics and keywords, then list them
on the side or bottom of a media outlet’s website
- Promoted listings, which function similarly
to paid search units but appear on e-commerce marketplaces like Etsy and
Amazon
- In-ad with native element
units, which are placed
alongside editorial content based on contextually relevant topics and keywords,
but link to an offsite page
- Custom units, which are extremely
platform-specific, such as customized playlists on Spotify and Pandora
Encouraging advertisers to get creative about where, and in
what format, they are publishing native ads can further improve reader
experience on your site.
Use
data.
Understanding your site data is crucial for publishers
looking to cultivate an effective native advertising strategy. Which editorial
posts are the most successful? What time of day gets the most clicks? Where are
readers sharing your content, and how are they getting to your site? What
posting frequency drives the most interactions?
Gathering and monitoring your performance data will help you
to develop a clearer picture of the impact of your content, and it will provide
an excellent starting point for advertisers looking to craft native ads on your
site that are tailored to your goals. You’ll have a better sense of what,
exactly, your readers are looking for and how to reach them.
Be
honest.
You
know your audience and you have the tools to craft the content they’re looking
for — content that enhances their experience rather than detracting from it.
Native advertising gets a bad rap for being sneaky and tricking readers into
engaging with misleading content, but it doesn’t have to work that way. Recent
findings from Contently show that two-thirds
of readers have felt deceived by ads, and frankly, no one likes to be tricked.
“Metrics
show audiences click on and share great content, no matter who pays for or
publishes it,” says Stephanie Losee, managing
editor at Dell. Losee asserts that
transparency in native advertising can be an asset to a brand, and that it will
be crucial as the field evolves. Well-executed content that’s ethically
constructed will draw in readers without inconveniencing them and without
duping them, while making their experience better.
As native advertising finds its way — and hits its share of
road bumps — advertisers, publishers, and readers alike are at a turning point.
Poorly crafted content doesn’t work for anyone, but with the right tools and
creative integrity, it is possible to craft tailored content that engages
readers and sees success for ad partners.
Source: forbes.com
0 comments:
Post a Comment