Marketing has always been a challenging enterprise, for many reasons, competition being one of the most notable. The blisteringly high level of competition that exists for every brand, product and service today, reaches a level heretofore unknown in prior centuries. The onus on creatives to make something that gets attention has never been higher. And, frustratingly, as every hard-working marketer knows, attention is just part of the equation. The attention of the wrong person is useless. Likewise the attention of the right person, before they are psychologically ready is apt to lead nowhere. Even if you got a message delivered to the exact targeted individual at the most propitious moment, they may not have seen it. Every second well-developed, interesting messages are being ignored. Is there a way to give your seedling message a push up and away from all the suffocating competition? Try native advertising. Native advertising strives to match the style and function of the platform it uses and it can give marketers and creatives a real edge. To keep it ‘real’ go for photos, black and white score well, over illustrated pics. The click through rate is much higher. Other things that regularly get noticed and therefore hit are text on pics and pics with people in them. For whatever reason, more browsers give the thumbs up to pics with animals, men and the great outdoors. Pictures with bigger perspectives and people eating also score well. Continuously monitor trends for word choice and objects that garner interest.
- Native ads are ones where the form, feel, and function of the ad matches the content of the media outlet in which it appears.
- One key to making a successful native ad is to choose the right image, which in most cases means a photograph rather than an illustration.
- The use of video in native ads is on the rise and is making up over 38 percent of digital advertising spending in 2019.
“This could be the case for many different reasons, but likely it is a combination of one of three things: you reached the wrong person, you reached the right person at the wrong time, or, you reached the right person at the right time—but failed to get their attention.”