How Content Marketers Can Best Leverage Native Ads

Use native ads to amplify your message and engage audiences.

When Bank of America wanted to get the word out about its mission of responsible growth, the company partnered with online publisher Quartz to create custom native advertisements, which included a map about global competitiveness to coincide with the annual World Economic Forum in Davos, Switzerland. The native ad is credited with driving more than 1,500 organic social shares and comments while contributing to a timely discussion associated with the Davos forum.

“Marketing leaders responsible for content marketing can use native advertising to amplify their messages and use storytelling techniques to engage audiences,” says Anna Maria Virzi, Senior Research Analyst, Gartner for Marketers.

Native advertising involves creating and paying for the placement of content that bears a similarity to the news, feature articles, product reviews, entertainment and other material that surrounds it online. Marketers are beginning to use native advertising to extend the reach of their content and increase the efficiency of their programs. The most common types of native ads relevant to content marketers are in-feed ads found on social sites or on a publisher’s content feed and custom formats and placements.

Content marketers should stay abreast of evolving native advertising standards and look for opportunities to work with the media team by creating content that can be reused in native ad campaigns.

How to approach native advertising
Approach collaborations between content marketing and native advertising by being relevant, journey-minded and transparent.

Be relevant
Marketers need a better understanding of target audiences to create relevant content.Content marketers traditionally don’t have access to granular demographic, psychographic, interest or demand data about audiences. However, as advertisers they can access these audience insights. Content marketers can better understand the unique characteristics of a publisher’s audience by obtaining this new level of insights through the advertising relationship.

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Source: Gartner