Get more out of your Native Advertising
Marketers will spend $41 billion on native advertising this year. By 2021, native advertising is expected to make up 74% of all ad revenue. Many marketers acknowledge that in the increasingly crowded media space the best way to stand out is to blend in.
What is Native Advertising?
Native advertising is any form of advertising designed to blend into its environment. It is a huge category that includes everything from detailed articles (such as this example from the New York Time’s T Brand Studio) to product placement in movies to simple text ads placed unobtrusively on sidebars.
It’s Beloved, But is it Sustainable?
Native advertising’s use has skyrocketed since its emergence in 2012. However, despite its rise to dominance spending on native advertising appears to be plateauing. Why? A big part is that marketing budgets as a whole are plateauing. However, some have started to question the long-term viability of native advertising especially as consumers become more aware and start pushing back.
Engaging Prospects verses Annoying Them
Remember that time you clicked on an interesting headline and just ending up on a marketing landing page? Or that feeling you get when you realize the video you just watched about the importance of free-range chicken was sponsored by an organic chicken farm? That feeling of having been tricked and the annoyance of perceived wasted time is the biggest threat to native advertising. Marketers walk a tightrope trying to provide legitimately useful (or at least entertaining) content to prospects while making sure their message gets through and drives an action.
Doing it Right
Step one: actively assess how your target audience reacts to native advertising. For example, a college sophomore reading a Buzzfeed article about luxury RVing is probable not going to care that the article is sponsored by GoRVing. However, an IT professional reading an article comparing buying from startups to buying from established companies is unlikely to react well on seeing that the article is sponsored by Cisco. Once you understand this aspect of your audience you can craft content that compliments your brand without breaking their trust.
Step two: choose your platform wisely. Native advertising can’t live just anywhere. Just as your content must fit your audience, you need a platform that fits your content. For example, a brilliant piece about the science of skin care by a boutique skin care company is not going to work when published on TechCrunch, but might be a top campaign when published in Cosmopolitan.
At SDxCentral our community of over 200,000 technology professionals has been organically grown and is already highly engaged. We value our audience’s trust above all else, but we also believe in the power of native advertising for our clients. As such we’ve designed our native advertising options to benefit both our audience and our clients.
- Custom Content Branded Interviews and Article Series associate your brand with independent, insightful, and relevant content.
- Custom Sites creative a platform for you to share content natively on SDxCentral and directly engaging with prospects.
- Native Text Ads are placed unobtrusively in the sidebar of SDxCentral content pages and tied to specific keywords, meaning they are displayed with content that is already relevant to your prospects.