Did you know that 93% of advertising messages are reaching the wrong users? That’s right, according to eMarketer, advertisers are sending messages to the wrong audiences, which may indirectly prompt users to block, ignore, or become annoyed of advertisement. Moreover, advertising messages that reach the wrong users means that the content is thus irrelevant and/or non-relatable to the audience. However, Adlucent research shared in a recent report that seven in 10 users want personalized ads. Therefore, users are fine with relevant ads that could be helpful, interesting, or answers to their needs.
Frame your marketing strategy to reach the right person at the right time with the right message
Even more, Salesforce research reports that 67% of today’s generation expect advertisements from companies to be personalized. With that said, when we look at what type of advertising formats to consider to achieve engagement and approval of your audience, consider Native. Why? With its unobtrusive placement on publisher sites, fitting into the flow of its surrounding content, the look-and-feel of Native ad formats combined with powerful programmatic technology is sure to help you get your message to the right person.
According to a Sharethrough study, consumers looked through native ads 53% more frequently compared to banner ads. Hence, this could be that they find it less disturbing and the targeted content as more relevant. With Native Ad format’s recommendation technology, you are able to reach your desired user through tailored targeting options. With that said, how can you utilize Native Advertising to reach your target group and marketing goals?
#1 –Define your target
Before you go out and promote your latest special, be sure to clearly define who your audience is. Put yourself in your audience’s shoes, and try to empathize what they might be thinking if they were you. Does your content express value to the needs of your target user? Is your content relevant in solving the user’s current problem? Who are you sending your message to? Bob, the small-business-owner of a local coffee shop, or Sandra, a C-level marketer at a PR firm? Consider updating your personas to fit the current market demands or user needs to have a visceral audience that you’re “speaking” to via your ad campaigns. Surely, it’s time to think like a user.
#2 – Discover their device use
The type of content you spread across the web can be perceived in different ways based on which devices your target is using, and at which time of the day it is. For instance, if you want to promote your latest videogame for the market’s hottest game console, consider pushing your ads through tablet or mobile devices after work hours- this may increase your chances of engaging your audience since the user may be browsing their phone while relaxing at home. In the US, there are nearly 260 million mobile device internet users, according to eMarketer. Meanwhile, in Germany, ad consumption through mobile devices come in nearly 50%, showing that mobile is just as important as desktop devices when it comes to advertising.
#3 –Observe their go-to channels
Thinking like your audience, what kind of content do you think is appropriate to receive on which channels? Which channels would your campaign message’s tone and content fit best in? Are you looking to distribute your latest e-commerce specials onto shopping-related content on publisher sites, or garner brand awareness on your environmental-friendly product on relevant news sites? Once you understand where your audience seeks content, this will take you one step closer to reaching them.
#4 –Plan your content medium
Which medium would best illustrate your message? Image? Video? Blog content? Native Ad formats are capable of pushing out either image and text or video, so it’s the best of both worlds. Opting for moving content brings you outcome opportunity in reaching your target user since more than 50% of consumers want to see more video content from marketers, according to HubSpot research. Better yet, Native Video ad formats placed on publisher sites give you the advantages of high user engagement, high view rates, and undivided attention to your message.
#5- Decide your ad format
Now that you have considered the first four tips above, it’s time to thread your targeted plan together by executing your campaign on the right format. Finally, with Native Advertising, there are many advantages that can help you reach your audience. For instance, Native Ad format benefits include high user acceptance and positive brand perception. With its seamless integration into the natural flow of reading, users voluntarily consume your ads. In addition, with Native, you can even measure your performance with the right technologies and tracking solutions. Nowadays, you can tailor your targeted reach with the following parameters- time of day, location, device, weather, day of the week, and holiday.
Once you map out your campaign strategy while considering the tips above, you will surely be on your way to strongly connecting to your desired audience. Thus, create your captivating and informative content and distribute it with the right targeting to connect and engage the end user. Even more, consider pushing your campaigns via Native Ad formats to have a potential uplift in purchase intent. At plista, we offer you the right tools to help you turn your content into business outcomes. Reach out to us for consulting on your next native advertising campaign or for any questions you have in general here.