In the constantly changing world of digital marketing, keeping up with the latest marketing trends is key to success. Native advertising, a form of online advertising, has been around since 2011 or so, but its growth has been explosive over the last few years.
The reasons should be obvious: We’re weary of the constant onslaught of people selling us stuff we probably don’t want, need or can’t afford. Native advertising, on the other hand, is less obtrusive. It blends into the landscape, and we perceive it to have more authority.
You can find native ads on various platforms, including blogs, news sites, and social media feeds. At this point, you might be confused but don’t worry because after reading the following short native ad example, you’ll get a clear idea about what we are talking about.
Imagine you are scrolling through your Facebook feed and come across a post from your favourite food blogger about a new kitchen gadget. As you read the post, you realize the kitchen gadget company has sponsored the post, but the content is so helpful and informative that you didn’t even realize that it is a sponsored post.
You see, this is the beauty of native advertising. It allows you to connect with your audience in a more natural way. If you want to learn more about native advertising, stay connected and read this post until the end.
What is Native Advertising?
Considering the example we shared in the introduction, many might wonder, is native advertising considered marketing? The short and simple answer is: “Yes”.
Native advertising, an example of marketing in today’s digital landscape, is a paid advertising approach that merges effortlessly with its surroundings, using automatic content generation to ensure it appears as a natural component of the platform it is displayed on.
This form of advertising aims to provide users with a non-intrusive experience while simultaneously creating more engaging and relevant ads.
In contrast to traditional advertisements that disrupt your browsing experience, native ads merge with the content, and potentially making it more informative or entertaining, native ads offer a seamless and enjoyable browsing experience.
Source: Shutterstock
Is Native Advertising Expected to Grow in the Future?
Native advertising has existed since 2011 but has only recently gained popularity.
Ever since 2016, the native advertising industry has been shown to grow by leaps and bounds. Moreover, according to the data collected by eMarketer, you can expect the native display ad spending in the US to reach and even exceed $98.59 billion in 2023.
Keeping in view the increase in the growth of native advertising, you can expect businesses to continue to invest more in native advertising as a crucial part of their digital marketing strategies.
As consumers become more resistant to traditional forms of advertising, businesses are increasingly turning to native ads to connect with their target audience in a more authentic and engaging way.
With the continued growth of digital advertising, you can expect native advertising to become an even more integral and effective marketing strategy in the coming years.
The Latest Trends in Native Advertising
As you know, marketing trends are constantly evolving. The same is the case with native marketing. From the time native marketing was introduced to the present moment, native advertising has gone through significant changes.
As a marketer, you need to be familiar with the latest trends in native marketing to ensure your advertising strategies align with the current consumer preferences and maximize your return on investment.
Some of the latest trends in native advertising include using AI technologies and interactive elements such as quizzes, polls, and surveys to encourage user engagement and interaction.
Other content distribution channels in native advertising include social media, video content, programmatic advertising, etc., for effective native advertising. Now, let’s look at some of these practices in detail so that you also know how to successfully incorporate native advertising in marketing.
Programmatic Ad Buying
Programmatic ad buying uses artificial intelligence (AI) to automate the buying and selling of digital ads in real time. It allows you to target specific audiences with personalized content at the right time and on the right platform.
With programmatic ad buying for native marketing, you can display ads that seamlessly blend in with the user’s browsing experience. Such ads are incredibly engaging and don’t disrupt the user experience. Plus, it provides valuable data and insights that you can use to improve native advertising campaigns.
By automating the ad buying process, programmatic ad buying also saves you time and money, allowing you to focus on creating high-quality content that resonates with your target audience.
Different types of programmatic ad buying include Real-time bidding (RTB), Private marketplaces (PMPs), header bidding, etc. Sponsored content is also considered a part of programmatic ad buying.
Video Advertising and Native Advertising
When it comes to native advertising, video can be a powerful tool for engaging your audience and driving conversions. Using video allows you to tell a more immersive and compelling story while also leveraging the visual appeal of your product or service.
One effective way to use video in native advertising is to create content tailored to the platform you will display it on. For example, if you are advertising on social media, you may want to create shorter, more digestible videos optimized for mobile viewing.
It’s also essential to ensure that your video aligns with the overall style of the platform so that it feels like a natural part of the user experience. By creating video content that resonates with your target audience, you can drive better results and increase the impact of your native advertising campaigns.
Source: Shutterstock
Social Media Posts
By utilizing social media for native advertising, you can target specific demographics and interests to increase the chances of your ads being seen by those most likely to engage with them. Some of the most preferred social media platforms for native advertising include Facebook, Twitter, Instagram, TikTok, etc.
These platforms also offer valuable data and insights to optimize your native advertising campaigns, ensuring that your ads reach the right audience at the right time.
To make the most of social media for native advertising, focus on creating high-quality content that blends seamlessly with the platform and resonates with your target audience.
To Sum Up
You can see that native advertising has emerged as a powerful tool to reach your target audience in a less intrusive and more engaging way.
With the latest trends in native advertising, such as automatic content generation and new content distribution channels, you have even more opportunities to effectively deliver your message.
The continuous growth of native advertising spending clearly indicates that this form of marketing is here to stay. By utilizing various means of native advertising, you can effectively reach your target audience and achieve your marketing objectives.
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