The Shift to Native Advertising in Marketing
Copy the link to learn more on our site: http://www.mdgadvertising.com/blog/the-shift-to-native-advertising-in-marketing-infographic/ - 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 are doing just that by shifting to paid content that’s similar in nature to and displayed in the same format as the editorial content surrounding it. The idea is to get consumers to click on and then share these “native ads” with others. It’s a solution that benefits everyone involved, including publishers, brands, advertisers, and consumers. Advertisers and marketers gain a more relevant and engaging way to reach their target markets. Publishers make money from selling branded content to advertisers. And consumers get more of the kinds of content they’re searching for. Add in the rapid growth of social media and mobile technology usage, and native advertising holds vast potential. A new infographic from MDG Advertising explains this new phenomenon and reveals some impressive statistics: 70% of consumers want to learn about products through content as opposed to traditional ad methods
75% of publishers currently offer some type of native advertising on their sites, and 90% say they either have considered or will consider using it
There are a number of motivating factors triggering the use of native advertising: 67% of brands use native advertising in an effort to provide more-relevant messaging
63% use native ads to increase consumer engagement
62% hope to generate awareness or buzz
There are a number of ways to measure the success of native ads: 70% of brands and 66% of publishers measure success by traffic
44% of brands and 49% of publishers measure success by social media sharing
62% of agencies’ brand clients measure the time spent engaging with content
Native ads perform better than traditional banner ads: Purchase intent of those who click on native ads is 52% compared to only 34% for banners
People who click on native ads have higher brand loyalty (32%) than those who click on banners (23%) Stay current on the evolution of native advertising. Contact MDG Advertising today at 561-338-7797 or visit http://www.mdgadvertising.com.
Published on: Mar 3, 2016
Transcripts - The Shift to Native Advertising in Marketing
AND PUBLIC FIGURES
With savvy online consumers less interested in passive promotion and more
interested in active conversation, native advertising is gaining traction.
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
NATIVE STRATEGIES ON SOCIAL MEDIA NETWORKS
TO INCREASE CONSUMER ENGAGEMENT
TO GENERATE AWARENESS OR BUZZ
What motivates brands and marketers to use native
advertising over more traditional forms of advertising?
TO PROVIDE MORE RELEVANT MESSAGING
TO CREATE WORD OF MOUTH
TO GARNER MORE BANNER AD ATTENTION
Most publishers, brands, and marketers view traffic and
social media sharing numbers to deﬁne their native wins.
BRANDS PUBLISHERS AGENCIES’ BRAND CLIENTS
VIA TRAFFIC DATA
MEASURE TIME SPENT
ENGAGING WITH CONTENT
OTHER WAYS TO MEASURE SUCCESS:
The number of times the
story has been viewed
online or in social media
The number of people
who have read the story
ON THE STORY
3/4 OF PUBLISHERS OFFER SOME TYPE OF
NATIVE ADVERTISING ON THEIR SITES.
OF PUBLISHERS SAY THEY HAVE
AND/OR ARE CONSIDERING ADDING
NATIVE ADVERTISING TO THEIR SITES.
News feed Facebook ads vs. traditional rightrail sidebar placements garner:
GENERATING CLICK-THROUGHS AT A LOWER COST
People who click on native ads
have higher purchase intent.
People who click on native ads
have higher brand favorability.
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.
PLAN TO USE NATIVE ADS WITHIN THE YEAR
are taking advantage of
Buzzfeed’s native ad units.
CURRENTLY USE NATIVE ADVERTISING
Forbes touts that 20% of its
2013 revenue came from its
BrandVoice platform – their
native advertising offering.
Expect the Federal Trade Commission
to keep a close eye on native ads and
adjust guidelines accordingly.
Social media’s advertising market,
including mobile, is expected to
reach $11 billion in 2017.
42% of that projected ad spend
will be on native advertising.
Native ad networks attempt
scalability by embedding content
teases in websites with clicks that
lead to sponsored content.
Native ads excel in putting your
brand front-and-center on
WITH HIGH CONSUMER/BRAND ENGAGEMENT RATES AND NEW REVENUE SOURCES FOR PUBLISHERS,
NATIVE ADVERTISING PRESENTS A HUGE OPPORTUNITY FOR BOTH MARKETERS AND PUBLISHERS.
Mobile ads now account for
53% of Facebook’s ad revenue.
43% of global Internet users have
shared photos in the past month.
Instagram, Pinterest, Vine, and
Snapchat could offer the most
compelling types of native ads
because the sites are centered
around the use of photos.
want to learn about products70%OF INTERNET USERS
THROUGH CONTENT VS. THROUGH
INSTREAM NATIVE ADS COMPLEMENT
functioning seamlessly across mobile and desktop platforms.
Sources: Business Insider, AdAge, SearchEngineWatch.com, e-Marketer, IZEA, Hexagram, Online Publishers
Association, Facebook Q4 Earnings, Google, Mashable, New York Times, Sharethrough