Native advertising has taken the advertising industry by storm, exhibiting continuous growth since 2016. This form of advertising involves using traditional styles of display and content writing in creating interest and ultimately, drawing in an audience. Native advertising provides an opportunity to spark interest in a potential consumer about a particular brand or product while entertaining and delivering information to them.
Publishers and media brands play a huge role in native advertising. They are responsible for disseminating captivating and entertaining information to a particular audience, engaging and persuading them to react in a positive manner to the specific product or brand. However, native advertising is faced with some challenges. Here are seven of the most common ones.
Creating high-quality authentic content
Often, publishers fail to identify a particular target audience while crafting native advertising content. This causes the production of ill-targeted content, hence does not engage the audience nor does it draw them in. Creating fresh, compelling and authentic content is crucial to any winning campaign.
Extensive generalizing content
Native advertising uses less forced language and does not focus on ‘do it now’ language. As a result, some content may be misconstrued to promote a competitor’s brand or product rather than your own. Adding a visible and appealing call to action button will solve this immediately.
Target and reach
Identifying and creating useful content for the intended target audience is crucial in any advertising campaign. Therefore, allocation of resources for a native campaign, including production, delivery and follow-up campaigns is essential.
Shareability of content
While creating content, you have a short time to impress your reader and make them feel a certain way towards your product or brand. Using colorful and visually appealing content helps in capturing the interest of your audience. Many social media platforms have different formatting styles; hence it is important to automate or systemize your native ads to ensure your content is easily shareable across as many social platforms as possible.
Limited page views
Many advertisers are unable to amplify their content when engaging the audience. Seeking content discovery platforms like Taboola to help expand your page views will aid in engaging a larger audience and generating more traffic to your site.
Developing long-term relationships
One of the main aims of native advertising is to create a long-lasting relationship with the target audience. As such, the campaign should not focus on short-term advertising as it seeks to build a deeper relationship with the consumer, engaging them in discussions about the brand or products.
Recruiting effective editorial teams
Publishers and their editorial teams are responsible for crafting the best and most compelling content which will resonate with the target audience. Therefore, it is essential to have an experienced editorial team in your corner to produce top-notch content for your campaign.
Native advertising is expected to experience further trajectory growth in the years to come. According to the Native Advertising Institute, native accounting will constitute 33% of magazine revenues and 25% of News revenue. Therefore, perfecting the art of native advertising should be a priority for any advertising venture.