{"id":117144,"date":"2016-03-23T20:09:00","date_gmt":"2016-03-24T01:09:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/the-art-of-native-advertising-part-ii\/"},"modified":"2024-12-19T16:40:27","modified_gmt":"2024-12-19T21:40:27","slug":"the-art-of-native-advertising-part-ii","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/analytics\/the-art-of-native-advertising-part-ii\/","title":{"rendered":"The Art of Native Advertising \u2013 Part II"},"content":{"rendered":"<h2>Native Advertising \u2013 If You Build It Will They Come?<\/h2>\n<p>I hope <a href=\"\/blog\/theartofnativeadvertising\/\" target=\"_blank\" rel=\"noopener\">Part I \u2013 The Art of Native Advertising<\/a> has left you with a solid foundation in understanding native advertising. People often say, knowing is only half the battle. In this second and final installment of this series we will dive deeper to better understand best practices around building a campaign. This post will conclude by highlighting the potential impact native advertising can have on an organization\u2019s KPIs when this strategy is well executed.<\/p>\n<h2>No Two Ads Are Built the Same<\/h2>\n<p>Like a snowflake, no two native ads are equal. Just because an organization decides to make the investment to pivot into native advertising does not guarantee success. There are many organizations that have been, and will be, jumping on the bandwagon. As a marketer, this means you still need to craft the perfect product in order to cut through the noise and get noticed. Luckily, significant amounts of research has been conducted to establish the most effective ways to construct a native advertisement. Let\u2019s take a closer look.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8533 size-full\" src=\"\/wpe-content\/uploads\/2016\/03\/forbes-copy_Fidelity.jpg\" alt=\"forbes-copy_Fidelity\" width=\"400\" height=\"517\" \/><\/p>\n<h2>Caution: Contents May Be Toxic<\/h2>\n<p>Content provides an organization with the opportunity to tell a story. There is no consolation prize for mildly capturing audience attention \u2014 reward your readers with a <a href=\"\/services\/content-strategy\/\">unique and engaging content experience<\/a>. If your content is memorable and creative it will help ensure that the visitor retains what they just digested and takes action on it. While the Forbes cover above has marketers talking, it also has readers looking (and buying) thanks to carefully placed native advertising content. Some tried and true best practices when creating native advertising content include:<\/p>\n<ul>\n<li><strong>Attention-grabbing videos<\/strong> \u2014 brands have to engage within the first 15 seconds of a video or risk losing their audience. Native ads that feature videos have on average <a href=\"https:\/\/blog.shareaholic.com\/native-advertising-outperforms\/\" target=\"_blank\" rel=\"noopener\">a 60% higher conversion rate than text-based content<\/a><\/li>\n<li>Produce <strong>timely content<\/strong> that is thought-provoking and generates discussion (for example leveraging something currently trending in the news or social media \u2014 see full <a href=\"http:\/\/paidpost.nytimes.com\/netflix\/women-inmates-separate-but-not-equal.html?&amp;_r=0\" target=\"_blank\" rel=\"noopener\">NETFLIX New York Times Paid Post<\/a>)<\/li>\n<li>Include <strong>calls to action<\/strong> that are subtle and do not dominate the reader\u2019s attention<\/li>\n<li>Use <strong>language that is consistent<\/strong> with your audience and is positive in tone. Do your best to safeguard it from being misinterpreted by the audience<\/li>\n<\/ul>\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8537\" src=\"\/wpe-content\/uploads\/2016\/03\/supercompressor-ge-native2.png\" alt=\"supercompressor-ge-native2\" width=\"601\" height=\"526\" \/><\/h3>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f2eb6e374f9'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f2eb6e374f9');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? '0c9a9cec-eb1c-44ac-920f-687ce0230830'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-ca\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h2>The Length<\/h2>\n<p>Thanks to smartphones, it was recently discovered that <a href=\"http:\/\/www.telegraph.co.uk\/news\/science\/science-news\/11607315\/Humans-have-shorter-attention-span-than-goldfish-thanks-to-smartphones.html\" target=\"_blank\" rel=\"noopener\">humans rival goldfish when it comes to our attention spans<\/a>. Therefore, marketers have a very small window to capture the attention of the reader before they move onto the next thing. It is recommended that headlines in an article <a href=\"http:\/\/blog.funmobility.com\/2014\/08\/12\/native-advertising-best-practices\/\" target=\"_blank\" rel=\"nofollow noopener\">do not exceed 60-80 characters<\/a> (think of a standard tweet and divide that in half).<\/p>\n<p>Bonus points if you can find a way to organically fit numbers into your ad copy. Numbers take up fewer characters and are easier to consume, which helps with retention.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8535\" src=\"\/wpe-content\/uploads\/2016\/03\/emarketer_native-1.gif\" alt=\"emarketer_native\" width=\"391\" height=\"397\" \/><\/p>\n<h2>Stay on Target<\/h2>\n<p>Depending on who you want your marketing to reach and what your KPIs are, each of the six ad types can be equally effective. In an ideal world it is a good idea to have multiple iterations of the same campaign tailored and targeted to each demographic. If (like most buyers) there is a budget, formats should be carefully selected based on the main segment you are focusing on. For example, in-feed ads may make sense for millennials since they are actively engaged with social media and the largest users of mobile devices. On the flip side, <a href=\"\/services\/search-engine-marketing\/\">paid search ads<\/a> which are historically unsuccessful with the \u2018whipper-snappers\u2019 may be highly effective with a more mature, less tech savvy, demographic.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-8546\" src=\"\/wpe-content\/uploads\/2016\/03\/CG_StarWars.jpg-1024x672.png\" alt=\"CG_Star\" width=\"678\" height=\"445\" \/><\/p>\n<h2>The Visuals<\/h2>\n<p>There is no secret visual formula, not even one that contains <a href=\"https:\/\/www.youtube.com\/watch?v=VTz5MtxrDTA\" target=\"_blank\" rel=\"noopener\">baby red pandas<\/a>\u00a0will guarantee engagement across all audiences. What people really care about is that the image is in the right context and that it is relatable and relevant. <a href=\"https:\/\/blog.bufferapp.com\/memorable-images\" target=\"_blank\" rel=\"noopener\">Use visuals that create an emotional and believable connection with what you are promoting<\/a>. Make the consumer feel and experience something instead of just looking at the image. If you are using humans as your subjects, show a typical looking male consuming an iced cappuccino instead of the dreamy blue steel model posing next to something that would never be in his diet. Visuals will enhance your native ad but be sure not to hang your hat on it as the sole driver of success for a campaign.<\/p>\n<h2>From Zero to Hero<\/h2>\n<p>By this point you may be comfortable considering yourself a bit of a native advertising champion. Unfortunately, change can be hard. Both technical and applied knowledge may not be enough to convince the <em>other<\/em> decision makers in your organization to do away with the old and usher in something \u2018new\u2019. If you start to encounter doubt, whip out these numbers and watch as the eyebrows raise and interest skyrockets:<\/p>\n<ul>\n<li>Native ads have approximately double the <a href=\"http:\/www.b2bnn.com\/2015\/11\/stackadapt-native-advertising-outperforms-display-ads-b2b-trailing-in-adoption\/\" target=\"_blank\" rel=\"noopener\">click-through rate<\/a> of traditional ads (0.8% vs. 0.06% respectively). If you incorporate video into your strategy, these numbers can increase upwards to 12%<\/li>\n<li>Native ads registered <a href=\"http:\/\/www.sharethrough.com\/resources\/in-feed-ads-vs-banner-ads\/\" target=\"_blank\" rel=\"noopener\">18% higher lift in purchase intent and 9% lift for brand affinity<\/a> responses than banner ads<\/li>\n<li>It is common for native ad campaigns to have a 1,000+ ROI or higher<\/li>\n<\/ul>\n<p>With a resume like that, what do you really have to lose?<\/p>\n<p><a href=\"\/get-in-touch\/\">Contact DAC<\/a> today to find out more!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Native Advertising \u2013 If You Build It Will They Come? I hope Part I \u2013 The Art of Native Advertising has left you with a solid foundation in understanding native advertising. People often say, knowing is only half the battle. In this second and final installment of this series we will dive deeper to better [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":102044,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2860],"tags":[],"class_list":["post-117144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Art of Native Advertising - Part II | DAC<\/title>\n<meta name=\"description\" content=\"Learn best practices for building and executing a compelling native advertising campaign that could boost your organization&#039;s KPIs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/analytics\/the-art-of-native-advertising-part-ii\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Art of Native Advertising - 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