5 Answers to the Question "Why Native?"
Why shift your digital marketing budgets from Display to Native? We’re so glad you asked…We have 5 reasons why you’ll go Native and never go back.
1) Native Ads Create a Better Experience With the Brand
71% of US internet users believe banner ads are more intrusive now than ever before (Millward Brown). This means one thing: negative brand exposure. Native Ads blend into the form and function of a publisher’s site, minimizing disruption to the browsing experience. Like publisher content, Native Ads provide content previews and provide value – they are designed to inform, educate, and entertain. 59% of consumers find native ads interesting and are looked at 53% more frequently than display ads.
2) Consumers Want Content
Consumers expect brands to provide relevant content that entertains, tells stories, provides solutions, and creates experiences.The stats agree. 70% of US internet users want to learn about products through content versus traditional advertisements (MDG Advertising). This resonates especially with younger generations: 83% of Millennials believe online content is very useful in helping them make purchasing decisions (IAB) and 62% of millennials feel more connected and loyal to a brand after reading content from that company. ⅔ of Generation X and Z consumers trust branded content more than traditional advertising. (Time Inc. study).
3) Native Ads Pierce Through Ad Clutter
Consumers tune out Banner and Display ads. Only 0.05% of users click on banner ads (SmartInsights) at all, as rising distrust has led users to ignore them completely – a phenomenon now dubbed “Banner Blindness.” On the other hand, 85% of internet users don’t feel their browsing experience is hindered at all by Native Ads (Adweek), and nearly ⅔ of consumers find Native Ads interesting and informative (NAI). Users are TWICE as likely to click on Native Ads since they’re in the feed of consumption in a contextually-relevant placement (SmartInsights), emphasizing the importance of contextual targeting and optimization.
⇒ You might like: Back to Basics: What is Native Advertising?
4) Native Performs Through the Funnel
Native drives results. Not only does it support upper funnel brand awareness efforts, but it increases performance at the mid- and lower-stages of the funnel, from consideration through to conversion. Native ads register an 18% higher lift in purchase intent than standard banner ads and have proven to boost in-store traffic by 21% – and more efficiently than standard display ads (Sharethrough). Native not only engages consumers, but pushes them to the next stage in the purchase path, bringing audiences closer to conversion.
5) Publishers Are Shifting to Accommodate Native
The digital landscape has shifted. Publishers are developing their sites to accommodate more Native placements, including 75% of US publishers offering opportunities for placement already (NAI). By 2020 almost ⅔ of display spending will shift to Native, making Native Advertising a $53 billion business (eMarketer, March 2019). Native IS the new format.
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