How to Get the Best Results from Native Advertising

03 September 2015

Native advertising is growing in popularity as a way to get a brand in front of a new audience. By creating compelling content that matches the style and focus of a third-party website, businesses can attract new fans and followers and improve brand visibility.

But, if you are going to invest in native advertising, you want to get the best possible return on your investment. In this post, we look at the best ways to do that.

1. Choose the platform with care

Knowing where to place your native ad depends on who your target audience is. Placing a well-researched, detailed article in a broadsheet may not be the best solution if your target audience is 19-25 year old music fans, while going all out on Upworthy if you want to attract pensioners who enjoy bowling could also misfire.

Identify your target market, then find a publication that appeals to that segment of the population.

2. Know your goals

What do you want to achieve with this campaign? An increase in sales? Better brand recognition? More social media followers?

Make your goal integral to your native advertising planning. If you want the readers to follow you on Twitter, include a call to action and link to your Twitter account or, if you want people to sign up to your email list, include a link that leads to a dedicated landing page.

3. Match the host site’s style

When Spotify placed this article on BuzzFeed, it took into account the overall style of the site’s content, and made sure the post fitted in.

Although it is a sponsored post, it follows the character of the website’s other posts, so it is likely to still appeal to readers. Its focus on music makes it relevant to the Spotify brand, too.

4. Promote your sponsored content

When the website you are advertising on has published your content, make the most of it by sharing it on all your social media channels and to your email marketing list.

This helps to extend the life of the post, and can increase the number of social shares and the amount of engagement it receives. You can also consider using paid ads to promote the content on social networks even further.

5. Don’t sell, sell, sell

If you want your native ad to fit in with the context of the site you are advertising on, make it informative or entertaining, so that it matches the rest of the site’s content. If your native ad is a sales pitch, regular readers of the site will quickly lose interest or get annoyed.