Before venturing into any new advertising approach, it’s essential to have a thorough understanding of its advantages and disadvantages. This will help you optimize your marketing efforts and make the right choice for your business requirements. So, let’s examine the pros and cons of native advertising.
To begin with, what exactly is native advertising? It’s a method of creating ads that blend seamlessly with their surrounding content, such as promoted social media posts or sponsored recommended content at the end of articles.
Is native advertising effective? Based on several native advertising examples and statistics, it indeed is. Native ads have a significantly higher CTR (8.8 times) and increased purchase intent (18%) compared to traditional display ads.
Despite these positive aspects, there are also some downsides to native advertising. In this article, we delve into the pros and cons of this strategy and provide useful tips to make native advertising work for your brand.
Pros of Native Ads
# 1 Grab Your Audience’s Attention
Native advertising has the ability to grab the audience’s attention more effectively than traditional display ads. Research by Acquisio showed that native ads received 53% more views than traditional display ads. This is due to their seamless integration into the customer experience, blending into the surrounding content rather than feeling intrusive like a traditional display ad.
# 2 Drive Better Campaign Performance
Native advertising has been proven to drive better campaign performance compared to other ad formats. This type of advertising is highly effective in driving conversions and revenue for advertisers. According to a study, 71% of consumers identify with brands that use native ads, while only 50% of consumers say the same about display ads. The seamless integration of native ads into the customer experience allows them to deliver better results for advertisers.
# 3 Better Targeting Capabilities
Optimizing Targeting Capabilities is a significant advantage of native ads. By contextual targeting, native ads can be aimed at specific audience segments, increasing the chances of generating engagement. For example, a makeup retailer can launch a native ad on a fashion news site, targeting those who have already read an article about makeup and are interested in related content and products. Additionally, an athletic wear brand can run native ads on a sports publisher site, reaching readers interested in learning about fitness gear. This results in a personalized and seamless ad experience for the customer while driving traffic for the advertiser.
# 4 Improved Brand Lift
Native advertising offers the ability to enhance brand lift by presenting ads to consumers in a non-intrusive and organic manner. As a result, it can lead to a more favorable view of the brand and increase brand recognition. This makes native advertising a powerful tool for improving the overall impact of a marketing campaign and promoting a brand.
# 5 Higher Conversion Rate
The utilization of native advertising can result in a noticeable increase in conversion rates compared to traditional display ads. Native ads, due to their contextual relevance and engaging nature, generally receive higher click-through rates. As a result, there’s a higher likelihood of potential customers taking action, leading to increased conversions for the advertiser. The seamless integration of native ads into the consumer experience enhances the overall effectiveness of the advertising campaign. In another study, native ads drive a 40 times higher clickthrough rate (CTR) compared to traditional display ads. And in some categories such as pets, food and drink, family and parenting, and home and garden, the CTR of native ads is particularly high.
Cons of Native ads
The cons of native advertising can be viewed as setbacks, but overcoming them places you in an advantageous position to reap the benefits of this beneficial advertising approach.
# 1 Native Ads may be hard to measure the performance
Measuring the effectiveness of native advertising can be a challenge, especially for newbies. However, with the right tools and metrics, advertisers can get a clear picture of how well their campaigns are performing.
PubPower makes it easy and provides the necessary insights and analytics to optimize advertisers’ campaigns. PubPower’s suite of measurement and reporting tools, such as advanced targeting, performance tracking, and conversion reporting, help advertisers understand which elements of their campaigns are working and which ones need improvement. With these insights, advertisers can make informed decisions about how to improve their campaigns and maximize their ROI.
# 2 Take time and be labor-intensive
The process of crafting native ads that are both engaging and relevant can be quite demanding and require a lot of time and effort. This type of advertising must blend seamlessly with the surrounding content, delivering value to the reader in real time. In order to achieve this, it often requires the collaboration of numerous advertising professionals, including marketers, copywriters, publishing partners, and others, making it a labor-intensive effort.
# 3 Reputation Risk
If a native advertising campaign is not well-executed, it can have a negative impact on the advertiser’s brand reputation. This is because consumers are more likely to feel misled if they are not clearly aware that they are interacting with an ad. In order to mitigate this risk, it is crucial for advertisers to find a trusted platform that provides expert support to ensure their native ads meet industry standards and ethical guidelines. This will not only protect their reputation but also foster trust and credibility with their target audience.
So, how to Take Advantage and make Native Ads Work Well?
We can’t deny that there are so many advantages of native ads such as increasing engagement, optimizing targeting, building trust, and driving traffic to website,… In order to create a solid native advertising strategy, the important thing is to choose a suitable native advertising platform to guide you and bring your strategy to life. And PubPower is created for you. As one of the leading native advertising platforms, PubPower helps you launch your native-ad campaigns across top publisher sites, providing a brand-safe environment where your messages can reach a ready and engaged audience. Our goal is to help you make the most of the benefits native advertising has to offer.
