15 Aug Tired of excuses? 4 facts help you overcome misinformation
It often takes education to turn excuses into results when you sell native advertising/sponsored content.
“The biggest objection we hear is that people don’t pay attention to content like this (sponsored content) online,” said the publisher of a community newspaper. “Our advertisers think they just skip over it.”
The evidence, of course, is just the opposite. So if you hear similar objections, here are some facts you can use to change your advertiser’s mind:
- According to Launchbit native advertising commands at least twice as much attention compared to display advertising and in some cases generates 12 times more clicks!
- According to mgd Advertising 70% of internet users want to learn about products through content
- People spend more time engaged with native advertising. In fact, native ads command twice the “visual focus” of display ads according to IPG Media Lab and people actually read the content.
- A Sharethrough study found that native ads registered 18% higher lift in purchase intent and 9% lift for brand affinity responses than banner ads
- If your advertiser is a bit geeky and interested in the science of how all of this works, you can share this fascinating presentation with them: http://nativeadscience.com/
All of these factors and more (such as the fact native ads avoid ad blockers — more on that on Wednesday) are why native advertising is growing so rapidly. According to BI Intelligence spending on native ads will reach $7.9 billion this year and grow to $21 billion in 2018.
Neilsen just published a report showing that consumers are significantly more likely to recall brands after seeing sponsored content than video pre-roll and other forms of advertising.
The evidence shows that people will and do engage with native advertising as long as it is relevant, interesting, helpful and visually engaging.
Don’t let the objectors get you down. They are just testing your knowledge, confidence and resolve. If you show them the facts and stand tall, your advertisers will come around.
Truth is on your side: Good native content is good for their reputation, builds opinion leadership, aids with search and generates new business. And you can command a premium price for that.