Native advertising, like all advertising, has its pros and cons. It’s important to be aware of these factors in order to make the best decisions for your business. For small businesses this is especially important as they rely heavily on advertising to sustain and grow their customer base.
So, let’s take a look at these pros and cons to better understand this type of advertising.
Pros of Native Advertising
1. Improved customer targeting – Native ads generally run where on blogs or sites related to a niche of interest. This therefore means that the people who see and click through the content are better targeted and more likely to find the information helpful.
2. Less expensive – Compared to other forms of more traditional advertising, such as display or banner ads, native advertising is far less expensive. Moreover, it offers a lower barrier to entry so that many different types of businesses can take advantage of this type of advertising.
3. Bypasses ad blind customers – Most consumers today are blind to most traditional advertising. The way that native advertising appears is less intrusive and doesn’t always look like an ad.
4. Enhances content – Having more information similar to what a reader is already reading about is a good way to offer more information and thus provides an opportunity to add value to the content.
5. Increases targeted followers – Since the promotional material is seen only on content that is related to what the visitor is already interested in there is a higher probability that it will result in more targeted readers and followers.
Cons of Native Advertising
1. Can seem deceptive – Many people who use native advertising have headlines that can appear misleading or deceiving. When consumers click through they can feel that they have been taken advantage of and are not happy, thus making it harder for more honest publishers to use native advertising ethically.
2. Seen as unethical – Due to the dishonest headlines as mentioned above, native advertising can seem unethical to some readers.
3. Publishers receive backlash – Often when a publisher allows native ads to appear on their website their traffic goes down, even as their revenue goes up. It’s a catch 22 making it difficult for blog owners to know exactly what to do.
4. Too advertorial – Sometimes people misuse native ads as if they’re like the old-fashioned advertorials that appeared in print magazines. This is not a good use for native advertising.
5. Google may penalize native advertising – It has been found that Google can penalize publishers for including native advertising on their pages. However, Google appears to be changing as their is some evidence that they may be getting involved in this type of advertising as well which hopefully will have a positive impact in the future.
More Information About Native Ads
Link to Google information – http://www.adexchanger.com/native-advertising-2/google-builds-out-native-ad-solutions-as-smaller-players-gain-speed/
The reality is that all forms of advertising come with their share of problems. People are prone to disliking all types of advertising, even when it ends up helping them. After all, how would anyone find out about products that help them without advertising? Your job is to provide excellent material so that your audience can find the solutions they need.
In order to overcome the stigma of any type of advertising, it’s important for small business owners to be as helpful as possible. This includes avoiding headlines that may be construed as misleading or deceiving. Be clear and straightforward about what you are offering. Provide informative content that is helpful to your audience. If you aim to always under promise and over deliver, your readers will never be disappointed when clicking through your native ads. And most importantly they might just find exactly what they were looking for and in turn become a lifelong customer.