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The Shift to Native Advertising in Marketing

THE SHIFT TO NATIVE ADVERTISING IN MARKETING With savvy online consumers less interested in passive promotion and more interested in active conversation, native advertising is gaining traction. by: @MDGadvertising In this online advertising model, paid or branded content is displayed alongside other content in similar format, matching both form and function to engage consumers and increase their likelihood of clicking on the ads and sharing them with others. It's a symbiotic relationship making consumers, publishers, brands, and advertisers happy. With consumers' social media and mobile technology use steadily on the rise, native advertising's potential is vast. HOW NATIVE WORKS FOR BRANDS AND CONSUMERS 70% OF INTERNET USERS want to learn about products INSTREAM NATIVE ADS COMPLEMENT CROSSDEVICE CAMPAIGNS, THROUGH CONTENT VS. THROUGH functioning seamlessly across mobile and desktop platforms. TRADITIONAL ADVERTISEMENTS. THE REASONS What motivates brands and marketers to use native advertising over more traditional forms of advertising? 67% TO PROVIDE MORE RELEVANT MESSAGING 63% TO INCREASE CONSUMER ENGAGEMENT TO GENERATE AWARENESS OR BUZZ 62% 48% TO CREATE WORD OF MOUTH 43% TO GARNER MORE BANNER AD ATTENTION NATIVE STRATEGIES ON SOCIAL MEDIA NETWORKS FACEBOOK YOUTUBE FEATURED CHANNELS SPONSORED TRUEVIEW STORIES IN-STREAM ADS PINTEREST NEWS FEED ADS PROMOTED TWITTER PINS LINKEDIN PROMOTED TWEETS PROMOTED SPONSORED TWEETS TRENDS BY CELEBRITIES AND PUBLIC FIGURES SPONSORED UPDATES NATIVE SUCCESS Most publishers, brands, and marketers view traffic and social media sharing numbers to define their native wins. 70% 66% 44% 49% 62% BRANDS PUBLISHERS BRANDS PUBLISHERS AGENCIES' BRAND CLIENTS MEASURE EFFECTIVENESS MEASURE SOCIAL MEASURE TIME SPENT VIA TRAFFIC DATA MEDIA SHARING ENGAGING WITH CONTENT OTHER WAYS TO MEASURE SUCCESS: STORY IMPRESSIONS The number of times the story has been viewed online or in social media TIME SPENT ON THE STORY (i.e., engagement) STORY READS The number of people who have read the story DISPLAY AD IMPRESSIONS OF PUBLISHERS SAY THEY HAVE 314 OF PUBLISHERS OFFER SOME TYPE OF NATIVE ADVERTISING ON THEIR SITES. 90% AND/OR ARE CONSIDERING ADDING NATIVE ADVERTISING TO THEIR SITES. IMPROVING PURCHASE BUILDING BRAND INTENT LOYALTY People who click on native ads have higher purchase intent. People who click on native ads have higher brand favorability. 52% 32% NATIVE NATIVE 34% 23% BANNER BANNER GENERATING CLICK-THROUGHS AT A LOWER COST News feed Facebook ads vs. traditional rightrail sidebar placements garner: 49x HIGHER 54% LOWER CLICK-THROUGH RATES COST-PER-CLICK THE NATIVE FUTURE Thus far, publishers are the main force behind content use, with 62% of publishers currently offering native advertising with others close behind. 41% BRANDS More than 700 ADVERTISERS 34% AGENCIES are taking advantage of Buzzfeed's native ad units. CURRENTLY USE NATIVE ADVERTISING 20% BRANDS 12% AGENCIES Forbes touts that 20% of its 2013 revenue came from its PLAN TO USE NATIVE ADS WITHIN THE YEAR BrandVoice platform - their native advertising offering. Social media's advertising market, including mobile, is expected to reach $11 billion in 2017. Mobile ads now account for 53% of Facebook's ad revenue. 42% of that projected ad spend will be on native advertising. SOCIAL Native ads excel in putting your MEDIA brand front-and-center on mobile screens. MOBILE Expect the Federal Trade Commission to keep a close eye on native ads and adjust guidelines accordingly. 43% of global Internet users have shared photos in the past month. MONITORING Instagram, Pinterest, Vine, and Snapchat could offer the most compelling types of native ads because the sites are centered around the use of photos. Native ad networks attempt scalability by embedding content teases in websites with clicks that PHOTO AND VIDEO APPS lead to sponsored content. SCALE WITH HIGH CONSUMER/BRAND ENGAGEMENT RATES AND NEW REVENUE SOURCES FOR PUBLISHERS, NATIVE ADVERTISING PRESENTS A HUGE OPPORTUNITY FOR BOTH MARKETERS AND PUBLISHERS. Sources: Business Insider, AdAge, SearchEngineWatch.com, e-Marketer, IZEA, Hexagram, Online Publishers Association, Facebook Q4 Earnings, Google, Mashable, New York Times, Sharethrough mdg mdgadvertising.com twitter: @MDGadvertising

The Shift to Native Advertising in Marketing

shared by MDGadvertising on Apr 28
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Advertisers Go Native in the Search for Consumer Engagement It’s a simple premise. If you want to engage online consumers, give them more of what they go online for in the first place. Advertisers ...

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