Brands can use native advertising to capitalise on the reputation of third-party platforms

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 23, 2019, 8:40 AM UTC

Ads embedded natively in a website’s content compel viewers to take notice without hampering their experience.

This article provides ways to improve a brand’s reach using paid media. Given the low click-through rates for ads and rise of ad blocking, the author believes native advertising to be “a relatively new frontier in digital marketing”.

Native ads look “less like ads” and don’t disrupt the reading experience. The article cites a study stating that native ads increase brand affinity by 9%, purchase intent by 18% and are viewed 53% more frequently as compared to display banners.

The author adds that sponsored content also falls under native advertising and achieves high click rates, as it blends with the page on which it is presented. It also helps in building the brand’s trustworthiness.

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[22 minute read]