You might have heard people talking about native content marketing, or native advertising, rising as the future of online advertising. And maybe so. But what made it so powerful? What’s the difference with traditional banners? And most of all, what actually can be defined as native content?
This article will guide you through the basics of native content marketing, how it works, why it works, and how to apply it to benefit your business.
What is Native Content Marketing?
Native content means that the content of the advertising has been designed and manually crafted so that the format is similar (native) to the current platform (website,apps, etc.). This is intended so that the user will experience it as part of the platform, not recognizing it as advertising on the get-go.
Utilizing native content in advertising is actually nothing new. Back then, newspapers and magazines are running it as ‘advertorials’ or open letter. In the insurgence of TV as the leading media, they also have infomercials. But why, utilized in the online world, can it be much more powerful? It’s because the scale of the internet itself, reaching wider than the past forms of media, and can even reach globally at an instant.
Examples of successful native contents are Facebook Sponsored Stories and Twitter Promoted Tweets. Content recommendation platform like Outbrain and Taboola are also successful.
Many websites and blogs are also offering similar sponsored posts. But, how successful the native content campaign will be is largely dependent on the scale of the native platform itself.
Why it Works?
Here are some key stats why native content is more effective, and can help your business to convert more:
- People view native content 44% more than banners and other traditional advertising, thinking native contents are less intrusive.
- Native contents deliver 27% more user experience than traditional advertising.
- The click-through rate (CTR) is an immense 8% and above, compared to 0.17% in traditional banners in April 2016.
- Thinking of going mobile? Mobile native ads provide 19% more CTR than their desktop counterpart.
- 17% more lead generation
- Purchase intent is also 53% higher when users read native content.
- 32% of consumers will share the native content to friend or family, compared to 19% for banner ads.
- Native content creates a more lasting effect on brand awareness and generates up to 82% increase in brand perception lift.
- Paired with rich media, native content can boost conversion up to 60%
- Provides 31% better user engagement than standard banners.
Those stats alone have proven that native content is dramatically more effective than traditional online advertising. Helping in all aspects of online marketing, brand awareness, CTR, and most importantly, conversion for purchase.
Researchers are predicting that U.S. spending on native advertising will reach $4.5 billion by 2017. Current native advertising spending is $2.3 billion, 38.9 percent of total online advertising expenditure. Native content won’t be the rising form anymore, but rather, the default form, and the future of online advertising.