Advertising is not the same as it was in the past. What began as a means of showcasing your goods to the public became intense and, eventually, over the top. Even when it comes to relevant ads, users have lost sight of them since they are so used to the constant onslaught of advertisements. The term "banner blindness" is popular.
Native advertisers were on the lookout for advertisements that could get beyond banner blindness. They developed an ad structure that makes marketing unobtrusive by blending in perfectly with the website or other media it appears on.
With this blog, let's explore more on what native advertising is and trends that native advertisers need to watch out for in 2024.
The Concept of Native Advertising (as Reformed by Native Advertisers)
The term 'native advertising' was first heard in 2011, but the concept dates back much longer.
Remember when newspapers and other print media began to feature sponsored content alongside the actual publication? Next to an article about how to clean your laundry, there used to be an ad featuring your closest laundromat. That was native ad platform back then, which has only grown popular since.
From tuning into newspapers and magazines, native advertisers turned to the Internet when other forms of advertising stopped working. And here we are—at a point in time when native ads are displayed on the biggest websites and platforms.
To put it simply, native ads are sponsored advertisements that are made to blend in with the style, tone, and subject matter of the media they appear on. Native advertisements use audience targeting based on demographics, location, interests, and online activity, just as other ad formats. They can readily get around ad blockers and offer users something useful but advertising.
The Native Advertising Institute has recognized 5 forms of native ads:
- In-Feed / In-Content Ads
- Content Recommendation Ads
- Search Ads
- Promoted Listings
- Branded Ad Content
It's up to you to decide which one will work best with the type of promotion you want to do. With the right approach, you can create a powerful tool for brand awareness, engagement, and conversions.
Why Native Advertisers Should Keep Up With The Trends ?
The advertising sector is always evolving and expanding because of trends. Native advertising must always be searching for fresh approaches to enhance the user's interaction with the brand. This can be achieved by utilizing personalization and making advertisements that more effectively connect with the target audiences. Advertising is one area where seizing chances before they pass you by is crucial.
Consider it this way: Newspapers and periodicals used to be delivered to every home and circulated among people. That was the vogue at the time. However, the emphasis now is on internet media. The future of advertising is most likely digital, as it is the current trend.
Although trends shift quickly, once you understand them well, using them to promote your goods will bea lot simpler. With every campaign, you'll be able to generate something fresh every day and draw in additional customers.
7 Major Trends To Watch Out For
Programmatic Advertising
Native advertising has always been manual, but not anymore. With the rise of native advertisers, can automate programmatic advertising the task of serving ads. All you need to do is set a creative, define your target audience, budget, and frequency capping. This solves the problem of unending negotiations with the publishers, and you can advertise within your capacity very easily.
Microtrends
Every business niche has something or the other going on within itself. A microtrend can be categorized as a niche-specific customer behavior that can be mass-marketed. These are usually short-lived and can help native advertisers tap into the minds of emerging customer preferences. For instance, statement ceilings are a trend in the interior design industry currently. Quick and increased response is guaranteed if you're able to tap into it at the right time.
Social Trends
Social media is dominating, and its effect is not only limited to the social media platforms. You've probably seen brands all over using the trending catchphrases in their ads. These catchphrases are not just for entertainment but also give you a better personality in front of your audience. They are able to better relate with your brand and stop for a moment to hear you out.
However, similar to micro trends, social trends are also short-lived. You will have to be quick in creating and delivering your ads before they get outdated.
Tailored Content
As a business, there's a high chance that you cater to a wide audience. Now, raise your hand if you have ever targeted them all with the same ad. That probably didn't end well, did it? That's because users nowadays want to feel specially addressed.
Tailoring each content and advertisement to a specific audience is a trend that all native advertisers have been loving recently. For example, the interior design business will create separate content for families moving into new homes, people looking for a renovation, and other circumstances. Such tailored content ensures that you're effectively being understood by different audiences.
No Clickbaits
In the realm of native advertising, clickbait advertisements have significantly increased, making consumers reconsider their decision to click on an advertisement. Native advertisers must produce advertisements that deliver on the promises made in the ad's title if they want to win back the trust of their target audience.
Your advertisement should address a genuine issue, be pertinent to the user, and avoid using a deceptive headline. Delivering the highest quality you can afford should be your main priority rather than pulling potential clients in for nothing. Additionally, a bad clickbait ad can ruin the user experience and defeat the whole point of native advertising.
Artificial Intelligence
AI has been transforming all aspects of advertising, and native ads are no exception. Native advertising is about to experience an upsurge in content production to and seamless delivery of ads with the integration of AI. It can help you find the most relevant audiences, predict what ad placements and content types will perform well, and allow you to test out different elements.
However, remember not to completely lean on AI for your advertising. Since you're targeting humans, your ads will need a human touch. Think over twice before firing your copywriters and designers.
Video Content
Videos are all the hype no matter where you go. Consumers increasingly demand more interactive content that they can engage with, and videos happen to be the best option. They offer excess scope for storytelling through immersive visuals and are better able to convey the brand's message.
Native advertisers are more likely to capture attention by planting videos within native ads. Remember that such videos are not limited to blog-type content. TikToks, Instagram Reels, YouTube videos, and other video media can also include promotional messaging.
Conclusion
Native advertising platform has been soaring over the past few years. With an increase in the use of ad blockers and banner blindness, its harder than ever to reach the right audience. This calls for immediate attention, which native ads are effectively able to tackle.
While they might look like extreme effort at first glance, using them can be highly beneficial for your business. At 7Search PPC, we make the process of delivering native extremely easy. As a native advertiser, you won't be left disappointed with our programmatic advertising system and campaign settings.
Frequently Asked Questions (FAQs)
Are native ads worth the hype?
Ans: Native ads are powerful ad formats for providing a nonintrusive experience. They are more effective in building trust and converting more than other ad formats, making them definitely worth the hype.
How can I write native ads that convert?
Ans: Here's how most native advertisers write ads that convert: Write a headline and build your case while keeping in mind your target audience. Add a compelling CTA that matches your goals. Make sure to match your content with the content of the website where you'll publish your ad.
How can I undertake programmatic advertising?
Ans: Programmatic advertising is inbuilt with ad networks like 7Search PPC. You can easily register with them to leverage programmatic advertising.
What is the future of native advertising?
Ans: The rise in ad blockers ad banner blindness has paved the way for native ads so far, and their scope is only set to grow in the future.
What are the key elements when it comes to native ads?
Ans: When it comes to native ads, the relevancy of the content is of utmost importance. It should also be able to provide proper value to the users.