Marketers can use native advertising to reach a broader audience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 25, 2019, 6:40 AM UTC

In-feed and paid search ads are some examples of native ad types.

This piece suggests the native ad types brands can use to reach existing and new customers. The article provides that, when compared to normal display ads, native ads can improve purchase intent by 18%. Additionally, 53% of consumers are more likely to look at a native ad than a banner ad.

In-feed ad units, the most popular, are sponsored posts seen on social media platforms. Such ads aim to improve brand engagement and are typically designed to look similar to the organic content in a publication’s natural environment.

Paid search ads, on account of appearing at the top of search results, can be used to drive a direct response, engage a broader audience and promote businesses depending on searcher location and preference. Native ads, through recommendation widgets, help in content-based lead generation.   

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