These days, native advertising is everywhere – and you may not even know it! So what exactly is native? It’s paid content – articles, images, infographics, etc – that align with the tone and style of the publication or site its posted on. Essentially, it blends in with the organic content around it.
Three out of four publishers offer some form of native advertising on their websites, and 41% of brands are currently using native advertising. Native ads can be interesting, informative, and promote a product or brand. The key is that it is non-disruptive – it exposes the reader to advertising content without sticking out.
Why are brands increasingly turning to native? It’s effective – 81% of consumers trust content on publisher sites, and native ads create an 18% increase in intent. Native also fights ad fatigue, which happens when the audience gets bored with seeing ads. Native provides brand exposure cloaked in editorial content, so they don’t tire out the audience. As long as the content is relevant and interesting, native advertising engages the audience.
A recent study at Stanford University found that consumers understand native ads are a form of advertising, but they still have a significant effect on purchase behavior. With native, you can select your target audience, geography, and categories, and can even test different images and text variations to deliver your best ad in real-time!
With detailed targeting options and the ability to get your information in front of engaged consumers, native can be an effective addition for nearly any industry!