How to Leverage Native Advertising in a Content Driven Ecosystem
By firstname.lastname@example.orgHomepage, Mobile MarketingFeb 28, 2014Comments Off on How to Leverage Native Advertising in a Content Driven Ecosystem
Sidebar, header and footer have long been the placements for many digital advertising campaigns. Unfortunately, consumers have naturally started to lose interest in the aforementioned mediums and have begun to notice native advertising. Mobile and tablet based applications like Flipboard, Pulse Newsreader (Acquired by LinkedIn, read more here) and Instapaper have eliminated the sidebar, header and footer altogether by aggregating content and creating an immersive user experience, which doesn’t include advertising. Anecdotally, the core objective was to eliminate clutter and focus on the core content provided by publishers. These controversial aggregator apps, have created a disruptive environment and publishers are having difficulty adjusting their monetization strategies. The question is how do brands adapt to the transition, without breaking the bank and being risk averse? The answer is by creating compelling content, whether it is video, copy, advergaming, audio, mobile applications or images, it is the brands responsibility to create content that consumers want to interact with.
Step One – Native Advertising in a Content Driven Ecosystem
Take a look at media allocation and determine where your inefficiencies are (cough,cough traditional media…well…depending on your target), eliminate those inefficient mediums and allocate the dollars toward an agency, a freelancer or hire an expert that is focused on creating content that matters to your target audience.
Step Two – Native Advertising in a Content Driven Ecosystem
Set-up a self hosted blog via a sub domain or if the campaign is large enough via its own domain. Start creating content and sharing that content via social media channels, therefore if a consumer comes across your brand via social media, they have content to view. It is important to have a foundation prior to implementing a native advertising experience because when the campaign is implemented the bounce rate will be much lower and time on site will be higher, leading to increased brand exposure. IMPORTANT: If you are going to set up a self hosted blog and your long term goal is to drive large amounts of traffic to that blog, make sure you do not “cheap out” on hosting by using a shared hosting service. Spend the extra money and purchase a dedicated hosting service which offers speedy load times, it will help SEO and keep your readers happy, especially when viewing via mobile devices. Fly my friend Ray Rajan from Cloud I.T. Canada an email if you need dedicated hosting and use the promo code REVERB.
Note: Even though native advertising is embedded into content, the ultimate goal should be to drive traffic to your blog, social media pages etc, hence the name of the article. Leveraging Native Advertising for Lead Generation is a whole new article.