Calling All Publishers! Advertising and publishing can have a mutually beneficial relationship in an ideal environment.
While advertising can provide a publisher with a consistent revenue source, the publisher’s audience can provide high-quality traffic that allows the advertising message to reach a larger audience.
This is valid if you have a high-quality ad experience. However, in-your-face advertisement that is thrust in the face of the audience can also detract from a publisher’s content experience. People prefer to access the content they enjoy without the ad experience interfering with their content experience, if ad blocker use patterns are any indication.
Native advertising is the ideal option for advertisers who want to incorporate the maximum amount of marketing messages into a content experience without negatively impacting it, benefiting both advertisers and publishers
1-Native blends with the publisher experience
A successful native ad is visually appealing enough to stand out in the stream of content that the viewer is scrolling through, but it is also cleverly crafted to pique the consumer’s interest in the advertiser’s message without being obtrusive.
2- Native ads generate much higher click-through rates than other formats
For publishers, it means that their users can enjoy the material without their commercial interests interfering.
3- Smarter way to market content
A native ad with content that is highly relevant to the publisher’s piece of content will actually increase the likelihood of the viewer clicking on the ad, improving the publisher’s ad revenue opportunities.
4- Greater credibility
Native ads are always labelled clearly as paid or sponsored content, so that audiences understand their exact nature, giving them the choice to interact with the ad. A successful native advertising platform, on the other hand, runs algorithms that only display ads in context to what the user is viewing. This protects the publisher’s reputation, while enabling the advertisers to profit from native ad results: such as higher CTR, greater purchase intent, greater brand recall.
5- Greater control over content
A native ad’s primary characteristic is that it must blend in with its host environment. This means that in order to monetize, publishers do not have to compromise their values. Although this can encourage marketers to use their imaginations to capture user interest, it also leads to stronger storylines and storytelling, which leads to more traction with potential customers.
Native Advertising satisfies the ambitions and needs of both publishers and advertisers without jeopardizing any party’s standards. This not only maintains a balance between their business interests, but also provides an uninterrupted content experience for the end user.
In other words, it’s a win-win situation for digital marketers.