More and more internet users are using ad blockers – 36% in 2016 – to cope with the resurgence of sometimes too intrusive ads that hinder the journey, and which are very often unrelated to the reading of the page in Classes. Native advertising is a game-changer since it offers formats that are better integrated into the user journey, and above all, of better quality. Is it time for brands to review their standards and stop “advertising to advertise”? How? ‘Or’ What ?
Rather by seeking to offer Internet users a thoughtful and thoughtful experience to improve their experience, while considerably increasing the chances of the brand to achieve its objectives in terms of ROI, compared to the use of more conventional banners.
Advertising banners, full space?
While browsing, we are faced with dozens of ads each day, sometimes even paying no attention to them. There are so many ad slots that it can be difficult for an advertiser to judge when and where it is most relevant to show their ad, at the risk of completely missing their target.
We even sometimes find more intrusive ads, which, especially on smartphones, appear in pop-ups, interstitials, or pre-rolls and sometimes annoy users. Embarrassed in their reading, they prefer to ignore them without even paying attention. Be careful, because Google has also started from January 10 to penalize mobile sites which will display pop-ups that hide the majority of the screen.
The sites sometimes offer many purchases of space, which can sometimes hinder the harmonious reading of the page.
The danger of AdBlockers for advertisers
Among the 36% of French internet users who use ad blockers, the most represented are the 25-34 year olds, a target that is however privileged by advertisers … Figures which can therefore cause concern since they represent so much market share impossible to reach. The estimated cost of losses due to these ad blockers amounted to nearly $ 42 billion in 2016 worldwide. Note that this amount doubles almost every year, completely calling into question the use of digital advertising.
Native Advertising, the ad blocking solution?
Today we are seeing more and more innovative formats appear, preferred by advertisers and by Internet users, because they are much better integrated into the pages on which they are displayed, whether they are external to the advertiser’s site or else directly on it. The ad is “natively” integrated into the user experience, and is attractive for its non-intrusive format and quality, which will make the user more likely to click. This type of ad is not a very recent idea, you might say! Certainly, but it has been a while since the concept was given a name and brands have started to pay close attention to it.
Native ads, in what form?
Ad formats of this type are very varied and tend to develop, especially with the development of platforms dedicated to advertisers on social networks. Thus, due to their integration and relevance, it is possible to do native advertising on Facebook, Twitter, Instagram, or even Snapchat, based on precise targeting criteria and a prerequisite quality of visuals – either in the news feed, or in the suggestions… Always keeping the mention “Sponsored”.
There are also advertisements and product placements integrated into sponsored articles, or even via Google Search ads, appearing in search results only on specific requests and always in connection with user requests.
And for what purpose?
In order to optimize their ROI, brands must therefore rethink the way they advertise, by adapting to the new navigation and consumption modes of 2017. Put the user back at the heart of their concerns: it’s in this perspective that the brand must place, because none knows growth if the experience of its customers is not optimized.
Because they are the ones who hold the power: turn their backs on them because of insufficient modern communication, or pay them their attention, piqued by the curiosity of innovative advertising. The message like targeting must be relevant, attract the user and satisfy his curiosity, so that he does not leave the page saying “what a waste of time! “.
Native advertising creates a lot more engagement!
According to an Ifop study conducted with a panel of 1000 people, 71% of them believe that well-integrated native ads do not even resemble advertising content because of their subtlety, unlike banners which they consider too intrusive and very often irrelevant.
For a successful native ad campaign, you have to put yourself in the place of Internet users and anticipate their expectations, while making its access available on all platforms. Because of its targeting and its form adapted to the page, native ads generally receive more engagement, and not only on social networks: click-through rates, shares, registrations, downloads… All is increased as the quality of the advertisement increases.
Not only are quality ads seen and clicked more, thereby increasing the chances of conversion and traffic to the site, but they also give the brand a more qualitative approach, improving its brand image and its reputation with a interested public.
Be careful to always stay clear though!
The goal of native ads is of course to integrate as well as possible into the user journey in order to improve their experience, but we must still keep in mind a principle of “transparency”, through which the advertiser must of course to mention that this is an advertisement. Although they merge into the mass and stick to the expectations of Internet users, we should also not try to mislead them by making it very clear that the content is sponsored.
Thus, we find these mentions on sponsored ads on social networks, but also on Google and on sites offering sponsored content. To master the big ideas of native advertising, you have to combine originality of the message and transparency, while always seeking to engage your community and develop your presence on the internet.
In this era of over-solicitation of brands on the Internet, it is essential for them to innovate if they want to reach their target. In order to avoid being masked by an ad blocker, brands of all types can now take advantage of the tools available for creating targeted and original ads via social networks and other search engines, in order to rethink as a whole their communication strategy.