Native Ads | 4 Ways To Stay Relevant In 2017
At a time when users are made to watch an ad every time before they actually watch a YouTube video or read any news content, mobile advertising is unfortunately turning out to be a forceful experience in a way. Maybe that’s why pre-installed ad-blockers and apps are becoming quite popular nowadays.
Obviously, users don’t like ads that hinder their experience while consuming content or communicating with friends. So, intrusive ads are a strict ‘NO’ for brand marketers and advertisers, who would like to effectively engage their target audience.
No wonder, advertisers are going native again in a big way.
What’s best about native advertising?
These ads seamlessly blend in with the real content by taking the form of sponsored content like text, image or a video for that matter.
- Native ads render a pleasant user-experience as they complement the information flow and don’t come in the way of letting users access their preferred content.
- They leverage the context and relevance of the content on which they’re displayed. So they don’t appear as odd or disruptive content.
- Due to their subtle promotional nature, users are more likely to click on these ads and engage with them.
Over the last couple of years, native advertising has been on a rise as marketers are willing to spend more on such ads.
Given the huge focus on native advertising at this point, brand marketers should really focus on making their native ads stand out amongst the gazillion number of ads out there.
Here are 4 ways to make your native ad experience more relevant.
1. Adding Location to Native Ads
To make your native advertising experience more potent on mobile, empower your mobile campaigns with location-based intelligence. The precise and personalized targeting of location based mobile technology coupled with the non-intrusive feature of native ads will make your marketing campaigns more relevant for the target users. So, leveraging the user’s physical location will result in greater chances of clicks on your native ads.
2. More contextual with Programmatic Advertising
When you’re thinking about making your native ad campaigns more relevant, you simply can’t ignore the specific user-targeting capabilities of programmatic media buying. Thanks to the availability of efficient programmatic advertising platforms, purchasing real-time inventory and serving relevant ads to users have become a lot easier for advertisers. By targeting users based on their interests and demographics, marketers can make sure that their native ads are being displayed right in front of their target audience.
With programmatic buying, advertisers have the power to serve one particular ad in front of one single user under a single context. Clearly, programmatic ads are ten steps ahead of traditional segment-based media buying.
3. Gain an edge with better User-experience
No other ad format can master user-experience better than native ads. In this kind of advertising, publishers are provided with the ‘ad units’ rather than the ‘ad in a set format’ and this allows the publishers to display the ad units in a way that seamlessly integrates with the mobile consumer experience.
It’s important that marketers ensure that their native ad components or units are in line with the unique user experience so that it does not look like an ad but a part of the in-app content or app page.
Pay attention to every detail
Starting from their structure to the choice of images and ad-copy, native ads that match the style and flow of the actual content will render a better user-experience for the users by effectively communicating a brand’s message or product details.
Here’s an example to understand this aspect better.
Last but not least, marketers need to make sure that their native ad campaigns are optimized to give the best experience to their target audience on mobile. So, it’s important that the ad creatives are designed by keeping the mobile users in mind and then, run through several rounds of A/B testing to check for their appearance across different mobile assets or screen sizes and the targeted social media sites for that matter.
Popular social media sites like Facebook, Instagram and Twitter take their UI/UX very seriously. So, to make sure that their users are not disturbed by irrelevant and distasteful ads, they’ve set down certain specific guidelines for the advertisers. This ensures that the ad units are served without facing any glitches across screens and devices.
Native ads are here to stay. The question is how are brands going to use them to write their success story?
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