Yes, advertising is both an art and science—sometimes you’ll let your gut feelings rule, but it’s often better to build your marketing plan based on research and data. This post contains three research-backed reasons to try native advertising in your next media spend plan.
1. Native has a higher click-through rate (CTR)
A good native ad is placed in a logical way for the consumer. A placement directly within the feed or right below it increases the likelihood of clicking. Therefore native ads usually have a CTR that vastly outperforms display advertising. This holds especially true on tablets and smartphones. This post about the best performing native ads in 2017 highlights real examples of native ads with a CTR that is 50-125 times higher than that of average display ads.
2. Native is not intrusive
Intrusive formats are on the retreat. As can be seen in this post Endangered Ads: 3 Digital Ad Formats That Are Dying, native advertising is a perfect complement to content marketing, and over 70% of all consumers say they prefer to learn about a product through content rather than traditional advertising.
3. Native creates engagement
Native ads are not just performing well when it comes to click-through rates. If your content is good, you’ll have the chance to engage people on a deeper level. In comparison with traditional advertising, native advertising has been found to be more informative, more interesting, more useful and more helpful by the consumers themselves. Maybe that’s the reason why native ads result in a 18 percent higher purchase intent than traditional ads.
Want to know more about native advertising?
We hope you now feel ready to kickstart your first native advertising campaign. Remember, if you want to maximize the effects of your native advertising, you’ll need good content to go with it. If you want to read a bit more on this subject, check out: What’s the difference between content marketing and native advertising?