3 Must-Have Features for Successful Native Ad Campaigns
Native advertising is continuing to grow in popularity, but what does it take to create a successful and engaging native advertising campaign?
Native advertising is continuing to grow in popularity, but what does it take to create a successful and engaging native advertising campaign?
As digital content becomes more beautiful and compelling for readers, advertisers must find new ways to attract attention and engage their audiences. Native advertising has become one very popular solution. By integrating relevant content into beautiful editorial experiences, native ads can significantly increase the engagement and effectiveness of a marketer’s campaigns. But for marketers, there are still many open questions about how native ads work and what makes them so effective.
To answer these questions, researchers from Yahoo teamed up with the University of Pennsylvania Wharton Future of Advertising (WFoA) Program to identify the fundamentals that marketers should keep in mind when they create a native ad campaign. By assembling and analyzing empirical research on native ads, primary research from Yahoo, and insights from the WFoA Advertising 2020 project, the WFoA team was able to develop a conceptual model that was then vetted, refined, and validated in a series of working sessions with industry practitioners and thought leaders.
Out of this process, three fundamentals emerged as critical to a successful native ad campaign. They include:
Marketers should seek out partners who will offer the right ad placement on the page, good targeting, and transparency. Once those fundamentals are in place, they can develop the creative to match the offer to the consumer and engage their audience.
“Brands should be proud of their thought leadership, not try to disguise it. Native ads must match the look and feel of the medium, suit their environments, take into account the specific audience, and capitalize on the characteristics of the device experience,” explained Wharton professor Jerry Wind, Ph.D., about the research. “Our findings indicated that for advertising to be effective in the age of empowered consumers, it should be RAVES: Relevant and Respectful, Actionable, Valued, and provide an exceptional Experience and Story delivered through all touch points.”
With these simple but effective fundamentals in place, native ads can help marketers more effectively connect with their consumers. Ultimately, that’s what will drive emotional recall and create a strong path to purchase.
For more information on native ads from Yahoo, and our partners at the Mobile Marketing Association and BBDO, check out our webinar “The Native Advertising Frontier,” on Thursday, November 20 at 11 a.m. PT.
* Sponsored content in collaboration with Yahoo Gemini. Views expressed in this article are those of the guest author and do not necessarily reflect ClickZ’s opinions.