People are blocking ads at an alarming rate. Long gone are the days where you’d be made to sit through a long YouTube ad totally unrelated to your chosen video or be visually violated by refulgent call-to-action buttons in display ads.
Consumers are tech-savvy nowadays, especially the Millennials and Generation Z. With studies estimating that 18-24 year-olds are 3x more likely to have ad blocker software installed than not and with 91% of people saying ads these days are more intrusive today than one or two years ago, just what can we do as marketers to make sure our curated content reaches the youth of today?
The Game Changer for Digital Advertising
The study pulled out another interesting statistic that 73% of people said they would be willing to pay for content to avoid ads. BINGO!
To get on the right side of our tech-savvy consumers, we’ve got to be creating great content that will interest and engage them. No gimmicks, click baits, or bolshy buttons in sight, just honest, interesting targeted content that will be inherently valuable to a consumer.
The Solution to Our Ad Woes: Native Ads + Adding Value
What is a Native Ad and how do they work?
Native advertising – in which the ad experience follows the natural form and function of the user experience – is being used more and more by big brands and startups alike. Native and branded content placements neatly combine with the content on the site to look like one and the same, with correlating form and function with the native user experience. It’s so clever that sometimes it’s even difficult as a marketer to spot some native ad campaigns. As a result, these ads have a higher click-through rate (CTR) than traditional display ads as it is non-interruptive content for the interested consumer.
Take a look at the other advantages of native ads, through Sharethrough’s infographic:
Non-interruptive has become a form of intelligent ad design.
Check out a mobile example below:
As seen in this example, the native Google ad is placed within the consumer’s ‘Auto News,’ and is only recognized when clicked on, or when the consumer is paying very close attention to all the content. Even then, the content is by no means strongly oriented towards a hard sell. Rather, it’s valuable content with the objective to builds up awareness of a brand and to prompt the consumer to click.
What content should I be advertising?
These can be in the form of anything that you feel would be of value in the eyes of the consumer. Mediums such as blog posts, product updates, and industry expert information all work well as native ads to engage your target audience.Be savvy in the way you introduce your calls-to-action within the copy in your chosen medium. Don’t bombard your reader with sales jargon; instead, position external links naturally and cohesively within your writing. Inviting a reader to opt-in to an email list or to learn more about a product or service in the copy of the blog post is a great way to engage their interest. Additionally, as your content is jammed packed full of value, there is an increased likelihood that the reader will go ahead and share your content, at no cost to you! Win, win.
The relationship between consumers and branded online advertising is only going to get better. Producing better ads requires a partnership between publishers/platforms, advertisers, and consumers. Collectively, we need to make ads less intrusive and more relevant for consumers. As users become more accustomed to a less interruptive way of receiving ads, we can then re-establish the trust lost between consumers and brands.
Do you need help with your Facebook ads or Google ads and want advice for ‘going native?’ Get in touch with us to talk shop!