Native Advertising and Branding – Now or Never

Native Advertising and Branding - Now or Never.

It took time for agencies and brands to get convinced that native advertising is the right way to go. Today, now no one doubts that native advertisements offer different approaches, more sophisticated and advanced because it allows marketers to take root in the consciousness of the potential clients. 

Native advertising is treated as a kind of out-of-the box solution, because it places a product in a client’s mind in the long term perspective. It helps to avoid a very serious digital “epidemic” – content/ad blindness. Digital users normally are averse to explicit promotion. And that’s where  native advertising comes to the rescue. 

It looks like a part of website content, is more user-friendly than banner or display ads, and opens doors to passing value and quality. It fits more precisely the mindset of the audience. And, what’s more, it brings the biggest merit from the perspective of profitability – effectiveness and performance! 

If you still haven’t started working with the native advertising platforms there is no more time to waste – the competition doesn’t rest! Have a look at some insights below and inspire yourself to create an effective advanced native ads strategy for your brand!

Combine Your Goals

For native advertising, defining objectives of a branding campaign does not mean you have to choose between increasing brand awareness and getting satisfying performance. You can merge these ambitions into one big strategy. Just determine your short-term and long-term goals in relation to measurable metrics and desired brand reputation in customer awareness.

Define Your Reach

As a brand marketer, think not only about the target audience you want to reach, but also about the content of the websites where your ads should be promoted. Wondering why? Native advertisements will be successful if they have the same flow and conception as the website they appear on. 

Your ad and the website’ content should have the same voice. The user enters this website, which means they are interested in this topic, and potentially might be attracted to your product. Take your time to find the right publishing partner or experienced programmatic native DSP that will help you adjust your brand message to the well-targeted audience.

Concentrate more on brand-oriented business partners that may provide you with some useful tricks, advanced targeting and optimization features. Well-chosen partnerships may bring win-win relationships and help you find your niche among available native traffic.

Be Creative

While creating your native content, think about the tricky thing: your headlines and creatives should be catchier than other posts/ads promoted on the same website. How do you grab users’ attention? 

Remember, do not try to sell your product or service directly – there are plenty of marketing solutions offering hard selling and it’s what we want to avoid. Try to wake up the client’s emotional side, boost the curiosity and encourage them to discover your brand through the text you prepared. Invest time in preparing something helpful, the content that might meet the customers’ needs and leave them inspired or entertained.

And from that it’s just one small step away from persuading them to engage – directly after reviewing your offer or in the nearest feature. Brand storytelling leaves a lot of space for you to play around – just use it cleverly.

The Market Says… MOBILE!

Mobile has been recently highlighted as the most effective and the fastest growing native advertising channel. Native advertising should hit 63% of mobile display ad revenue by 2020. And, more importantly, native opportunities are still untapped and the mobile potential is not fully covered.

That’s a golden opportunity for brands. While running your native advertisements do not forget about adjusting your offer to responsive format and targeting mobile device type.

Photo showing mobile phone.

Test, Track and Analyze

Do not worry if you have to repeat those activities many times. Test your creatives, headlines, landing pages until it starts giving profitable results. Keep changing combinations if needed. Use different testing approaches, like A/B testing and compare generated KPI ́s within different time ranges.

Analyse the results based on multiple dimensions. And based on all mentioned actions keep clarifying your strategy and adjusting to market fluctuation.

Keep an Eye on Brand Safety

Programmatic native ads have another very significant advantage that is crucial from the brand perspective: high level of digital brand protection. This type of advertising helps to go around ad-blockers so it increases the chance of ad visibility. Also it helps to avoid damaging the brand reputation. Use top native advertising solutions – such as Voluum DSP – to keep your ads away from fraudulent and inappropriate sites.

Do not doubt whether native advertising is the right tool for branding or not. The forecasts for the next few years are very promising. The trend of common effort of advertisers in collaboration with native ads platforms and networks to promote brands more effectively will be enhancing so do not hesitate to discuss your programmatic strategy with a trusted media expert as soon as possible.

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