Native Advertising: Understand How this Strategy Works

By Keela Greenlee

Native ads are pieces of content that flow naturally with the host’s content. This content marketing strategy is based on the fact that people tend to prefer to learn about products and services through trusted content platforms.

For the 45th anniversary of the moon landing, GE ran articles on online publications with titles like “11 Things You Didn’t Know About the Apollo Missions.” The ultimate goal was to shed light on GE and the company’s role in those missions. It worked, too.

Native advertising opens up a lot of options for marketers, so it’s important to understand what you can do and how this strategy can benefit your business.

Native Advertising Options

The strategy GE used tends to be the most popular for native ads: running articles on online publications that promote brand awareness or product pitches. The key to this method is the content must be high-quality and informative in order to be picked up by the best publications. If you are able to create the right content for the right channel, your content has the potential to go viral.

Native ads can also be seen on social media platforms. Both Facebook and Twitter allow you to pay in order to show up in users’ feeds. The post will occur naturally within that feed, so it’s not interrupting the user’s experience.

Benefits of Native Advertising

Because people like to learn through content, native ads tend to get high engagement rates. One study found that 32% of people are willing to share a native ad they see. For online publications, the read time is about the same for editorial content and native ads. The study also found that native ads are viewed 53% more frequently than display ads and lift purchase intent by 18%.

Contact TN Media to Launch Your Native Ads

TN Media in Nashville, Tennessee will help you launch your first native ad campaign from start to finish. Our services include helping you target the right audience, creating high-quality content and custom content series and distributing your ads through the right channels. Contact us today to learn more.


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