The technique of Native Advertising first began with the airing of the Hallmark Hall of Fame series back in 1951. Since then the concept has immensely increased amongst brands happily adopting the idea, including ginormous brands like Google, Facebook, Twitter, and more.
Native ads have definitely changed people’s consumption habits. They manifest as either an article, an image or a video, and considered to be clever advertising for one reason; they fit the overall style of the website / page / blog, etc. They aren’t spotted as ads, but rather as a part of the content. Because of that, native ads don’t interrupt people.
The rise of native ads & the fall of banner ads
Banner ads used to be the “it” thing back in the days. Everyone and their mother were clicking on them, and thus rolling lots of cash to banner ads companies. Banner ads had an insane click-through-rate (CTR), between 50-90%, increasing also the cost-per-impressions (CPM), and brands were ecstatic!
Banner ads vary in types and standard sizes according to their chosen locations on the page.
you have rectangles & pop-ups, banners & buttons, and Skyscrapers, all differ by width, height and aspect ratio.
So, why then, did banner ads fall?
The answer is banner blindness!
Consumers have stopped reacting to ads being displayed on websites. People started ignoring banner-like information and slowly became blinded to the idea. Studies have shown that users are usually searching the web for specific information and focus only on relevant parts of a website. Large, colorful, and even animated banners were simply looked over.
To resurrect banner ads from doom, companies have started offering native ads, which are basically banner ads transformed by the look & feel of them: they started looking like they fit the content and so it makes it easier for people to click on them. Being very effective, native ads generated higher CTR, and in many cases higher revenue for the company that advertises them.
Videos, videos, videos!
Videos are an important player in the online marketing world. It’s been mentioned once or twice before that videos are the future of content marketing. Videos engage people (e.g. YouTube) and are easier to digest than written content.
Ask yourself this… would you rather read this article or watch it?
You’ll have to read it for now.
Videos deliver information and entertainment quickly and satisfy people’s needs a lot faster. It’s almost a death wish for businesses and brands not to include any visual content in their marketing strategies. Images & videos are attention catchers, and it’s a shame not to use that as an advantage. Take Nielsen’s analysis, for instance, verifying that 44% of people between ages 18-49 spend most of their time watching videos on YouTube, beating T.V. to the punch.
Native ads + videos = a winning formula!
The main advantage of native video ads over regular video ads (pre-roll ads) is that native videos are clicked-to-play, meaning the user gets to decide whether or not they want to watch it or not. As long as the user has control, native video ads are superior. Another advantage is that native video ads aren’t restricted in length. Advertisers don’t have any limitations on how much info on what time they can insert and deliver to users. Huge plus!
Effectiveness in social media
Native video ads and social media mash well together. Native videos are engaging, and social media platforms encourage users to engage. Perfect. As a business, you gain a whole lot more if you advertise a native video ad on your social media accounts, money wise, than any other type of content. According to a SumAll study, the approximate value of a single business Tweet is $25.62, and a retweet is worth $20.37, which only indicates that a great video can be worth your while. Another thing to consider is that getting through to your followers is quicker. Compile all the elements together into a great and enticing video, and people won’t even realize you’re selling them something.
Native Video Ads in Affiliate Marketing
In today’s marketing arena, it’s an undisputable fact that videos generate conversions better than any other form of content. With many affiliates using native ads on their advertising model for years now (they were just called something else back then), the combination between native ads and affiliate marketing works very well, as native ads get people to respond quickly and take action.
When you incorporating native ads on your marketing strategy it’s important to create enticing and attractive ads, even a bit shocking, as the idea is to get people to click on them. It’s also crucial that all ads will be mobile responsive as the CTR is proven higher on mobile than on any other device.
When you add video advertising under your umbrella, you are more likely to generate higher ROI than with just displaying ads and paying for impressions.
Right after planning how and when you’re going to leverage your native video ads, invest some planning on where to place them. Going back to social media, placing these ads on your accounts tends to work like a charm. People seem to be less skeptical and even comfortable cooperating with it, because once again, they don’t feel they’re being duped into a sale.
Plan Your Affiliate Strategy with Native Video Ads
What to consider when planning your strategy:
1. Know your audience!
For native videos to generate profit, you have to appeal to the right people. That what causes videos, or any type of content, for that matter, to go viral. Integrating native videos in the right channels will intrigue the right consumers as you may know already, so make sure you pick the platforms where you know your target audience is expected to be. All in all, you’ll be creating an authentic relationship that will benefit you, the advertiser and the network. Everyone’s a winner.
2. Create awesomely interesting videos!
You want people to want to see your ads, right? Make them interesting. Educate your audience by teaching them about your product and its benefits. People would like to get something in return for they’re attention. Nobody likes to listen to a sales pitch, but rather listen to a great story.
3. Be honest!
There’s a negative notion that native ads seek to trick people. Give them a reason to think otherwise. Nowadays, People can spot a fishy add from miles away, and they are always hungry for authenticity. Produce honest content that will simultaneously tap an interest, and they’ll appreciate you by taking an action.