What are native ads?
Native ads are ads that don’t look like ads. Usually, they can be found on the bottom of a news page. Right now, this emerging way of marketing is a true blue ocean market – and companies are slowly discovering the power of native advertising. Marcel Sattler, Founder of front-running native advertising agency PurpleBlack, shares his three secrets on why native advertising brings untapped potential.
For whom are Native ads?
It is important to notice that native ads are not equally suitable for every type of product. Because of the fact that there is no functioning targeting in German-speaking countries, the product has to be fitting for a large part of the population. For a very specific niche product with a small number of users, native ads aren’t recommended.
For anyone wanting to use native ads, Native Advertising platforms can help. They arrange publishers and take up companies that want ad space. Big players are Taboola and Outbrain – with their logos, normally found news pages’ ads.
How native advertising stands out amongst Google & Co
The most distinctive feature that puts native ads on the forefront: it doesn’t disrupt the user. YouTube Ads still use the same tactic as TV in the 1960’s – when watching a certain video, the ad pops up, and you’re forced to watch it, turn away or close your eyes. In any case, you’re disrupted in your experience.
With native ads, the opposite is the case. The reader is already in reading-mode and simply clicks onto an article they find interesting. Going through content and choosing the article, they will stumble across ads suited for them. The reader being the active decision-maker is the reason why native ads are non-disruptive to them. This is also referred to as “in feed native advertising”. And thanks to that, they don’t feel that they are consuming an ad.
Why native advertising is a core alternative to traffic sources like Facebook & Co
Most companies have been advertising with YouTube, Instagram etc. – But they are getting more disappointed than ever. They are losing slack by being inconsistent, changing up algorithms often and by increasing their prices. Facebook has been losing clients, now for the first time in the brand’s history. A growing number of people don’t have a Facebook account or delete it intentionally. If an ad platform is inconsistent, planning campaigns ahead of time is difficult. Because of that, Businesses leave the platform since it might weaken the scaling-process.
And here is a big advantage of in feed native advertising. Native ads are not tied to merely 1 advertising platform like Facebook or Google. Instead, Native is the whole internet. There are different players and different traffic sources. The biggest traffic source platforms for native ads are Taboola and Outbrain. But, there are also various smaller traffic sources available all over the world wide web.
This makes it possible to reach people who have no Instagram, no Facebook and no Google Account. As a rule of thumb, people above the age of 25 are drawn to native ads. Businesses use that as a benefit, since grown people are more likely to spend money on their services, whereas someone without a stable stream of income isn’t.
Lastly, there are less limits as to when and how you can advertise. This makes it easier to plan the ad campaign and to make the best out of the ad budget.
Scaling is easier
The third core advantage of native advertising is that scaling works well. First and foremost: Native ads are not the platform to test a product – when trying to work out whether the offer works well or not. However, native ads can deliver fantastic results with an already functioning offer that has proven to work well on regular ad platforms.
If you know exactly that you have an added value, in feed native advertising will transform a completely uninterested user into a buyer who wants more.
If you ran bigger campaigns in the past, especially on Facebook you might have noticed, the CPA will increase alongside your spending. When trying to scale a Facebook campaign too aggressively, that a winning campaign turns into a losing one very fast. Quite frankly, the CPA will explode and every price increases as well. And it’s unprofitable at this point.
On top of that, popular ad platforms such as Facebook or Instagram only make space for a certain number of ads to be displayed at a time – to keep up the optimum experience for the user.
Now, this problem worsens if there’s an increasing demand for ad space. During busy times, such as Black Friday or Christmas, the ad space is getting tighter– at some point scaling is impossible even if you have Millions of ad budget ready to spend.
With in feed native advertising, it’s completely different. Here, you just add a 0 to your daily budget, and it still works. So that’s the huge advantage of native ads – because it enables you to scale very smoothly. Without any large price fluctuations. And, the CPA will remain the same, no matter if you spend 1,000 EUR per day or 10,000 EUR per day. Now, if you want to scale your campaigns, native advertising might be a fantastic fit for your business.
Advantages of Native Advertising
Native advertising is fundamentally different from regular ad platforms. Most distinctive features are:
- It’s a non disruptive way of advertising – in feed native advertising is dependent on the user
- Native works as a proven alternative to Facebook, Google & other ad platforms
- Scaling becomes much easier
Summing up, if you want to generate sales for your e-commerce or leads for your business – native ads are the right choice.
If you want to find out more about whether native ads are something for your business, find a detailed list of checkpoints here (it’s a free download, no strings attached).
Would you like to know more about native advertising? Click here ->