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Guest Column: Native advertising can increase brand lift by as much as 82%: Nikita Veerabhadraiah

22-May-2017
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Guest Column: Native advertising can increase brand lift by as much as 82%: Nikita Veerabhadraiah

Display advertising is the oldest form of advertising on the web, and has been the biggest source of income for a large number of online publishers. However, in the last couple of years, we’ve seen revenues through display advertising declining steadily and publishers complaining about losing loyal customers to ads.

So, at GreedyGame, we thought about investigating this to understand the causes behind it, and this is what we have to share:

  1. Ad blocking grew by 41% globally in the last 12 months (Source: PageFair) and there are about 198 million (19.8 crore) users using these blockers. Display ads are hugely affected by these blockers.
     
  2. The average Click Through Rate of display ads is as low as 0.06% (Source: Display Benchmarks Tool). Even worse, 50% of these clicks are accidental clicks (Source: GoldSpot Media
     
  3. 33% of internet users find display ads annoyingly intrusive and intolerable (Source: Adobe)
     
  4. The growth of display ad viewability has stagnated. (Source: comScore)
     
  5. 54% of users don’t trust banner ads and therefore don’t click on these ads. (Source: BannerSnack)

Though marketers are spending huge amounts of money on display ads, such ads are not very beneficial. So, what is the solution to this? The masses have to switch to effective online ad formats that are not affected by entrants such as ad blockers, do not intrude or annoy the consumers, appear in the right context and have better viewability. In simple terms, go native!

Native ads have the power to communicate your brand story as part of the content your consumer is already consuming. They take the form and type of the content that is being consumed and have the potential to appear in the right context.

For example, Dettol, in its communication, focuses on educating the public about the importance of hygiene. A brand like Dettol can now leverage native ads to effectively communicate the same instead of pushing banner ads. Here’s how: Dettol integrates native ads in mobile games. Now, in most runner games, the game character either falls or is attacked by enemies and each time that happens, Dettol can communicate the importance of hand wash and hygiene in the right context thereby ensuring better understanding and effective conveying of their message.

Read this case study to learn how well the native ad campaign worked for Dettol.

Here are five other reasons for you to go native:

  1. Native ads are viewed 53% more than banner ads. (Source: Dedicated Media)
     
  2. Native ads that include rich media boost conversion rates by up to 60%. (Source: Social Times)
     
  3. 32% of consumers said they would share a native ad with friends and family, versus 19% for banner ads. (Source: ShareThrough)
  4. Native advertising can increase brand lift by as much as 82%. (Source: Forbes)
  5. Purchase intent is 53% higher when consumers click on native ads instead of traditional ads. (Source: Forbes)

Click here to read more about native ads and why you should include them in your strategy.

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