If you’re reading this, you may be familiar with why native ads work as a marketing tactic. If not, check out 3 Reasons to Go Native for a quick overview.
Regardless of how much you already know, you should look into adding native ads into your marketing mix. According to a study by IPG Media Lab and Sharethrough, consumers look at native ads 53 percent more often than traditional display ads. So how do you get consumers to look at your native ad? Here are some tips to create powerful and enticing native ads:
- Identify the right media channels
Consider the channels where you’d like your ads to appear. Channels you may consider are social channels like Facebook and Snapchat or news sites, such as the Wall Street Journal. While some might sound like a good fit on the surface, they may not be suited for your target audience. For example, if you are in the skin care industry, it would not serve you well to advertise on a serious-toned news site such as the Economist. Aim to choose a platform that fits organically with your brand and the customers you serve.
- Know your audience
Your campaigns can reach more consumers by creating sponsored content that relates to the platform it’s living on. Adjust your content for different audiences to make it successful. Let’s take the case of a skin care brand, you may tweak your content for a younger generation by delivering a new beauty trend. In comparison, an older demographic would be more interested in anti-aging products. Read the publication yourself, get familiar with the content so you understand what they’re all about, or even talk with the editor or publisher to learn more.
- Create valuable content
Be helpful. Be entertaining. Be humble. Your native ad must add value to the reader. So whether you are interviewing an interesting person, giving a different perspective on a topic or giving advice, make it relevant and informative.
- Test and test again
A/B testing can be a persuasive tool in enhancing and understanding placement for optimal performance. Test with one variable at a time, such as font size, image placement and ad size. Even a minor tweak can make a huge difference. Use the results to optimize ads so that they’re performing as well as possible.
- Think outside the box
Don’t be afraid to step outside your comfort zone and be creative! Try a new platform, a creative solution or a new format. This is a chance to go beyond the norm and make a long-form piece of engaging content targeted at your specific audience.
Maybe you already have some tips of your own and if you don’t, now you’re armed with 5 solid ones to get you creating compelling native ads that your audience will read.