Native advertising has quickly and steadily become a key source of revenue for publishers and a must-have tactic for advertisers trying to reach their target audience. But delivering impactful native content means thinking about user experience. To create native content that excels, there are four user experience priorities to keep in mind. Doing so, will ensure native advertising remains a powerful tool in your marketing arsenal.
The 4 Pillars Of User Experience In Native
- EfficiencyIn today’s hyper-connected world, people expect their online and offline experience to be seamless and efficient. Even an extra millisecond counts. Marketers need to think about the era we’re living in when they’re creating an ad experience; and also how that ad might influence their target audience.
- RespectWhat has made native advertising a market force? Respect. This means a brand has confidence in its messaging and in the fact that its audience will find the ad experience valuable. It involves placing the power of choice in the hands of the user. Brands that respect their consumers don’t force a conversation. For instance, if users are not interested in viewing an auto-play video, they must be given the choice of skipping it or scrolling past it. When there is mutual respect between a brand and a consumer, one can genuinely influence consumer behavior.
- Positive consumer experienceTo ensure the ad experience is positive, it needs to stop being lazy, intrusive and annoying. If the first experience a customer has with your brand is negative, then what do you think will be the impact on your brand? Invest in good ad experiences to ensure good customer experience.
- InfluentialWhen ads are seamlessly consumed without any force, then an ad stops being an ad. Global brands like Apple and Starbucks optimize customer experiences even in the most mundane, everyday interactions. This fosters a sense of loyalty and happiness. These brands place the voice of the consumer at the center of every product and every service. These companies connect with their consumers at a deeper level, thus marketing their brands without really marketing it.
Other Tips To Get Native Ads Right
Native ads have to be relevant to the editorial content on the page; this ensures readers are engaged; it also reinforces their trust in the content of the website. Remember, for native ads to succeed trust is essential. For instance, your native ad appears on a travel website and lists the top things to do in Hawaii. In this case, your native ad works because its content is tied to the other travel-related content on the website. However, if the same ad appears on a website targeting entrepreneurs and small businesses, it’ll appear awkward and out of place. Native ads need to ensure that readers keep coming back to the website. To make native ad units work for users, publishers and advertisers, they need to be scalable, need to be labelled clearly, and also need to provide value to readers.
Follow our posts on native advertising to learn more about how you can help redefine the native ad experience for your customers.