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Native Ads – The Future of Marketing
For those of you who aren’t already aware of it, native advertising is nothing but a smart way of attracting the attention of consumers by giving them content which is valuable in the context of their user experience. Video banners, pop-ups and other such forms types of advertising are soon to be a thing of the past, because they’re quickly being replaced with today’s social web experience for users.
Why? Because native ads put content like videos, photos and articles that relate to brands right there on a publisher’s site in a form that easily gels with the site’s content, as opposed to simply placing the ads irrespective of the content on the site.
And with the kind of response that native advertising is getting, is more than obvious that the consumers are more than ready to accept this new change. They don’t like being interrupted with advertisements being forced down their throats every two seconds. Google search ads have already made people develop an accommodating attitude towards native advertising, which can arguably be said to be the first digital native ads made available to consumers, completely in line with their experience of Google as a search engine.
Facebook’s promoted posts, YouTube’s featured videos and sponsored listings on Yelp are great examples of native ads. Sponsored Stories on Facebook showed better click-through rates than its banners, while Twitter’s Promoted Tweets showed a click-through rate almost 3%, a number way above their banner click-through rate of 0.05%. Native ads have pushed marketing agencies and brands to think outside the box when advertising products and services.
Until a decade ago, a 30 to 60 second worth of content (ads) on TV was enough put across your message to consumers, but native advertising changed the game. Now, in this digital age, you need to be crisp and precise while at the same time conveying your message and enhancing the experience of your consumers via the content your brand is promoting.
Contrary to what most people believe, native advertising isn’t a new concept; it has actually been going around for decades. The only difference is that, with the passage of time, it’s evolved into a more personal means of advertising, focusing on exactly what consumers want and then giving it to them. Think about it. All that every user wants are meaningful brand interactions, and that is exactly what the pioneers who created native advertising wanted.Interact with people who are actually looking for you, and enhance your visibility while doing so.