Fit in to Stand Out with Native Advertising

If you work in media, chances are a good portion of your day is spent on a computer, cell phone or tablet. Due to many years of exposure, my brain usually skips past banner advertisements on the top or sides of webpages, because I know that’s where they're typically placed. This is where the concept of Native Advertising comes into play - and what makes it so impactful. Explore native advertising and learn why it can be so effective, below.

Native Advertising can appear just about anywhere, but it isn’t a new concept.

Native advertising first came into fruition via magazine and print articles—remember those?! Think back to flipping through pages and finding an interesting “article,” only to notice the word “Sponsored” plastered on the page in very tiny, faded letters. That’s basically the thought behind a native ad; an advertisement that fits into the original content and doesn’t break the consumer’s flow of consumption. However, the evolution of the internet has led to a plethora of digital native advertising opportunities. Brands can now place advertisements within a news or social feed, a list of recommended stories and videos, or within the copy of an article—and they will appear as if it were a part of the content the consumer is already looking at.

Native Advertising is impactful.  

Compared to traditional banner ads, native ads take the cake.

• 25% of consumers are more likely to view native ads.*
• Native Ads see an average 53% better click-through rate.**
• There is an 18% higher lift for purchase intent.*
• Native Ads have an average of 52% more views.*

*Eye-tracking study by Sharethrough

**Survey data by AdRoll

It may be the secret to advertising to millennials.

In the U.S. alone, millennials currently make up over a quarter of the overall population with $200 billion in annual buying power and $10 trillion to spend within their lifetime.** The kicker? According to Hubspot, 84% of millennials (note: that’s a lot of them) don’t trust advertising—they don’t enjoy feeling pressured into purchasing something. How do intelligent advertisers combat this and avoid the overwhelming impersonal approach taken by most?

• 44%* of millennials say in-feed native ads improve their perception of the publisher, site, or app.
• 80%* say in-feed native ads provide a better user experience.

*Eye-tracking study by Sharethrough

**Survey data by AdRoll

Based on those numbers alone—native advertising may be the way to millennial hearts and pocketbooks.

Banner advertisements and pop-ups dominated the first phase of the Internet, but as consumer and advertiser mindsets have shifted, so has the need for innovative, digital, advertising options. Native advertising has a large projected growth over the next three years—its transition to the digital space and the visible growth that has followed is a perfect example of the digital advertising industry’s transformation in general. Don't let consumers skip over your ads—fit in (with native), in order to stand out. Create high-impact and thoughtful messaging as you cater to millennials—or request a demo to see how it’s done.

Learn more about Native Advertising with Centro.

Sources:

• https://adage.com/article/digitalnext/millennials-party-brand-terms/236444/

• www.nativeadvertising.com

• https://blog.adstage.io/2018/02/26/yahoo-gemini-ads