Did you know consumers trust native ads shown in editorial content more than social media ads?
Research also shows that customers are more likely to engage in native ads than conventional display ads.
These are just some of the reasons why native advertising is becoming a popular marketing strategy used by businesses today. And with native advertising projected to grow by $400 billion by 2025, more and more companies are turning to this type of advertising to reach their target audience.
While native advertising has advantages, it also has some drawbacks that businesses must consider before diving in. Here’s a deeper look at the pros and cons of native advertising:
What is Native Advertising?
Before diving into the pros and cons, let’s first define what native advertising is and how it differs from other paid ads like Facebook Ads, YouTube Ads, or Google Ads.
Native advertising is a form of paid advertising that blends seamlessly with the surrounding content.
These ads are displayed alongside editorial content on various platforms, including websites, social media, and other digital outlets. For example, you can often see these ads marked with “as recommended” or “sponsored content” on a website or social media feeds.
How Native Advertising Works
There are various platforms that businesses and agencies can use to create and place native ads, including Outbrain, RevContent, and Taboola, among others.
Native advertising works by placing ads as content on a website. The ads are tailored to fit the look and feel of the platform where they are posted, so they match the surrounding content. They also feature a headline and a short description that drive readers to click through for more information.
Pros of Native Advertising
Increased Engagement: Native advertising campaigns are known for their ability to engage audiences in a way that traditional ads cannot. Native ads are displayed alongside editorial content, making them feel more natural and less intrusive.
Higher Click-Through Rates: Native advertising campaigns have a higher click-through rate, meaning more people are likely to interact with your native ad than a traditional banner or text advertisement. This can result in greater brand visibility and increased lead generation. Again, this is the result of messages being delivered in a more natural and relevant way to the user.
Improved Customer Targeting: Native advertising allows you to target specific customer segments based on interests, behavior, and demographics. This helps you reach the right people with your message and increases the effectiveness of your marketing campaigns.
Builds Trust with the Target Audience: When done correctly, native advertising can be an effective way to build trust with customers. By delivering messages in a natural, unobtrusive way, you can create an atmosphere of trust and authenticity. This can help improve customer loyalty and help build long-term relationships with your customers.
Cons of Native Advertising
Potential for Misleading Content: One of the main concerns with native advertising is the potential for misleading content. If the native ad is not clearly marked as an ad, it can confuse consumers and lead to distrust of your brand.
Limited Reach: While native advertising can effectively engage specific audiences, it may not reach as many people as traditional advertising methods like paid or display ads.
Higher Cost: Native advertising can be more expensive than traditional advertising methods, especially when working with a third-party provider or agency.
Difficult to Measure ROI: Measuring the ROI of native advertising can be challenging, as it is often difficult to track the success of individual ads or campaigns.
To Wrap It Up…
Native advertising can be a powerful tool for online business owners looking to increase their brand’s visibility and engage with potential customers.
However, carefully weighing the pros and cons is important, and ensuring that native advertising aligns with your business goals and values.
If you decide to move forward with native advertising, be sure to work with a reputable provider or digital advertising agency and monitor your campaigns closely to ensure that you will achieve your desired native advertising success.