02 Nov 9 Things Your Advertisers Need to Know About Native Advertising
Native advertising is here to stay. Period. End of story.
After three years of debate the jury of reader opinion has delivered its verdict. Clearly labeled, well-written, interesting native is not only acceptable, but actually preferred by many web site visitors. According to the INMA, 86 percent of readers are okay with native advertising. According to a QSpons4 study, “Younger consumers are more open to native advertising on news brands. Almost a fifth (19%) of 18–24 year olds and 15% of 25–34 year olds in the US say they feel more positive towards the brand.”
Your local advertisers may or may not have heard of native advertising or sponsored content. Even if they have heard about it, they probably don’t know why it is important to them. It’s the job of your sales team to help your advertisers understand how to use sponsored content on your site to their benefit.
Here are nine things you need to educate your advertisers about when it comes to native advertising:
- 1. Native advertising is fast growing. According to Business Insider native advertising expenditures will be a $16.8 billion this year and will more than double to $33.5 billion by 2020, while digital display advertising expenditures will remain static at about $13 billion over the same time period.
- 2. More than half of all digital advertising is already some form of native, according to Business Insider. The proportion of native to other forms of advertising will continue to grow to 74 percent by 2021.
- 3. 75% of all internet traffic will come from mobile devices next year, according to a new forecast from Zenith. That’s up from just 40% in 2012. This is important because…
- 4. According to a study conducted for Facebook by Marin Software native ads generated a 187% greater click through rate on mobile than on desktop devices.
- 5. According to an IPG Media Lab and Sharethrough study of 4,770 participants using eye-tracking technology, native ads displayed within the editorial feed get looked at 52% more frequently than banner ads.
- 6. The same IPG/Sharethrough study cited above found that consumers looked at native ads more than the editorial content itself.
- 7. According to Statista readers spend 40% more time engaged with native ads versus display ads and the industry’s dirty little secret is that native ads often commend considerably more time of engagement that editorial content.
- 8. Native advertising lifts people’s opinion of your brand. In a study of 1,000 travel consumers, Yahoo! Found native ads increased top of mind awareness 114% compared to a control group that was not exposed to the ads. A 2014 Gemini Mobile Ad Effectiveness Study found that the combination of in-stream native ads and paid mobile search increased brand lift $279%!
- 9.Ad blockers, which are used extensively on mobile devices generally do not block native advertising if it appears in the newsfeed and is delivered from the same server as editorial content.
If you have not already adopted a native ad strategy it is time to get cracking. Nearby local competition may already be in the game. For television stations, even radio, native can be a way to get more interesting content on their sites and get paid for it to boot. Even niche magazines and newspapers can use native to advantage.
The opportunity is significant. As important, your advertisers need your help and guidance. The time to do something is now.