More than ever before, marketers are challenged to get their brand in front of consumers. Advertisers looking for reach have greater competition for space and once they grab the consumer’s attention they have to be interesting and relevant enough to deliver content that blends with the experience of their website and is meaningful to people.
Native advertising is providing new ways for marketers to reach target audiences in a more entertaining and less disruptive way than traditional ways, and at times, popular enough to spark social sharing. Some examples of native ads include social media platforms (Facebook, LinkedIn, Twitter, Instagram, Pinterest) and other ads that appear in content streams of media websites (The New York Times and Forbes).
A BIA Kelsey study predicts that social native ad spend will hit $3.1 billion by the end of this year and grow to $5 billion by 2017. For every year of the company’s forecast, native ad spending will grow at a more rapid rate than display advertising.
As native advertising evolves, marketers are looking for new approaches for boosting campaign performance. Consumer behavior has shifted from taking action immediately after seeing a brand ad to researching and verifying by reading trusted website content. Marketer’s looking to capitalize on this trend are leveraging post-click engagement (how you can interact with a specific customer once they reach your website) to increase customer engagement and improve their campaign results over the long run.
For advertisers looking to step up their investment in native advertising in 2014, we’ve identified three core components for a successful post-click experience: content, deployment and optimization.
1. Content: Native advertising is about high quality creative featuring compelling content that fits seamlessly into the customer experience. The click on your native ad directs the consumer to a post-click experience, which revolves around a set of tailored questions overlaid on your website. Consumers answer these questions by exploring your website with the promise of an enticing reward (discounts, special offers, free trials, or sweepstakes) upon completion.
2. Deployment: If you are already running native advertising campaigns, you’ve likely realized which channels are right for your brand.Post-click engagement can be used to enhance your results across any of them. It’s as easy as providing a link to click on. Anyone who clicks through your native ads will be brought to your landing page with your post-click experience featuring your first post-click Q&A. 3.
3. Optimization: After your campaign is up and running it’s essential to focus on optimization. By focusing on A/B testing a few key areas–content, creative, question types, rewards and even distribution channels, you can understand what drives the best results for your brand.
Native advertising and is expected to be one of the big success stories in 2014. Combined with effective post-click engagement it offers a real opportunity for marketers to engage and build a strong relationship with ad-fatigued audiences. The marketers who get it right will be the ones who deliver real consumer value and as a result, improve their bottom line in the long run.