Native advertising is gaining a lot of popularity recently. You need to know of the pros and cons of native advertising, though, before you alter your online advertising plans.
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Since native ads blend perfectly with whatever webpage they appear on, they do not annoy visitors to a website or blog as much as usual advertisements do.
This is one of the many reasons why advertisers are turning towards this form of advertisement. However, as no form of advertising can be all good or all bad, native advertising comes with its own set of pros and cons.
Pros of Native Advertising
1. Excellent Customer Targeting
Native ads are usually run on blogs, websites, or online platforms that are related to the niche of the advertisement. It’s highly likely that a person who is visiting that particular blog or website holds interest in that particular niche, and if they see an ad related to it, they are likely to click on the ad.
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Native advertising addresses only a brand’s targeted customers, based on consumer habits. The viewers of native advertisements are usually those who are already checking out a website of their interest.
A lot of the time, users try to avoid content on a page which they feel is most likely associated with advertisements. Some users even avoid certain locations on a webpage in an attempt to avoid being bombarded with ads. The benefit of using native advertising is that it bypasses these habits and also catches the visitor’s attention.
When we talk about the pros and cons of native advertising, one pro that always comes up is that native advertising is a relatively less expensive form of advertising as compared to traditional advertising methods like billboards and banners.
As it is more affordable, small businesses can take advantage of it as well. The lower barrier to entry is yet another reason why native advertising has become such a popular form of advertising among businesses, both small and large.
3. Bypasses Customers Who Turn a Blind Eye to Traditional Advertisement
There are many people who show no interest in traditional display advertisements and turn a blind eye to them. Streets are so saturated with display advertisements that consumers often don’t even pay attention to the majority of billboards and signs that they pass on a daily basis.
On the other end of the spectrum, when surfing the net, people usually have their screens filled with advertisements. Even applications on smartphones are not safe from ads! Both these extremes are really harmful for brands and businesses who try to advertise their products.
Native advertising is a lot less intrusive than both traditional forms of advertising and online ads that pop up on your screen while you are browsing the web. As native advertising does not look like an ad and blends well with the webpage, viewers do not scroll past and even click on the ad most of the time.
As such, because it’s so natural and seamless, native advertising is a great way to grab the attention of people who turn a blind eye to traditional forms of advertising.
4. Enhanced Content
Visitors on any website are there for the content they find appropriate and suitable. Native advertising is a way of offering readers more content that they’re interested in. If a user is scrolling through a blog, a native ad offering content relevant to the topic of the blog will probe the reader to click on it to get access to more content.
It is a win-win situation for both the reader and for you as the owner of the blog or website. The reader will be taken to a platform where you have more content to offer, and you will get more traffic as a result.
5. More Effective
Native advertising is more effective than other forms of advertising. They attract three times more attention and perform ten times better than traditional advertisements. As mentioned earlier, native advertising even catches the attention of people who usually pay no heed to what an advertiser has to offer.
6. Brand Appeal
If a native ad is designed while keeping the target audience in mind, all while maintaining the quality of a user’s experience, it will surely enhance the brand appeal of a company. Along with this, it also plays a vital role in enhancing the brand’s recognition in a far more reliable way as compared to many other forms of advertising.
7. They Fit Right in
As mentioned earlier, native ads blend perfectly into the webpage they are being displayed on. The way the ad fits into the webpage holds immense significance when it comes to advertising.
When you are browsing through a website, and random ads keep popping up or appearing while you scroll, a point comes where you just close the window because it is all too frustrating. No matter how engaging the content on the website is, your frustration will get the better of you. This is exactly what native advertising does not let happen.
When an ad follows the theme of the webpage and carries webpage-relevant content, it does not leave the impression of a forced advertisement on the reader. Instead, the reader actually goes through it in the hope of finding additional content that they may like. So, fitting right in doesn’t just have to do with the aesthetics of a webpage; it is all about juggling the consumer’s attitude and behavior.
8. Empowers Customers
It is the value of the content that builds customer loyalty. If a customer is made to feel that you are only trying to make money rather than making any effort to help them find a solution to their problem, they are most likely not coming back to you.
Native advertising helps you empower your customers. When a customer is looking at a particular product or a service, it is because they need it. They don’t want any recommendations for products or services which they don’t need. This is where native advertising shines. It is all about offering additional content to what they are already viewing, which puts the message through that you are there to help them.
This helps to build loyalty and satisfaction, and the chances of such customers returning to you are also improved.
Cons of Native Advertising
1. It May Make Customers Feel Taken Advantage of
Effective native advertising is all about using the right quality and the right content. If you fail to create quality content or do not disclose that the content is for an advertisement, your readers may feel that they are being taken advantage of.
It will negatively affect the trust between the user and the website. Therefore, it is important that your native ad clearly presents itself as an ad, no matter how well-fitted it is with the webpage. This is to assure the visitor that your content is not just one big advertisement that is meant to get them to buy something.
2. May Seem Deceptive
If the readers or visitors do not get what they expect from a native ad and end up being unhappy, they may feel that they were deceived. If you are publishing a native ad, you have to make sure that you deliver the quality and relevance of the content that the reader is expecting.
3. Publishers May Receive Backlash
When a publisher allows native advertising on their website, they more often than not receive a lot of backlash from users. They often have to face the frustration of the users, which is the result of an interrupted experience on the website. The traffic on the website goes down as a result.
4. Negative Brand Awareness
If a user’s experience with native advertising is bad, the negative feelings of the users are directed at the brand. The chances that the user may return to that brand in the future are slimmed as a result. Negative brand awareness is something you just cannot afford!
5. No SEO Benefits
If your target is to increase traffic to your website with the help of native advertising, you may be disappointed to know that it does not offer any SEO benefits. Content marketing using SEO optimized content is what will help you with the goal of generating increased traffic.
6. Too Advertorial
In the desperation to make native ads attractive and eye-catching, some people make them look like old-fashioned advertorials that we see in magazines and on billboards. They fail to make them less promotional and more informative, and hence, these ads lose their main purpose, which is attracting readers and customers.
7. May Not Be Accepted By Google
Google treats paid content in a very different manner as compared to unpaid, natural content. Native advertising is not natural content in any way, which is why Google may not welcome it and may even penalize it.
Native advertising gives you a lot of reasons to opt for it while it also leaves you wondering whether it is actually worth it. The pros and cons of native advertising are definitely something you should consider before you get into using it as an advertising strategy for your brand. However, the pros definitely outweigh the cons. Native advertising will benefit you only if it is done the right way. Any compromise on the quality will leave your brand reputation badly compromised as well, which is the last thing you may want.
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