: Opinion: Understanding Native Advertising in the context of 2021 #IndiaNEWS #Guest Post Pankaj Jain from Httpool decodes Native Advertising benefits & results in addition to the trends he foresees

Opinion: Understanding Native Advertising in the context of 2021 #IndiaNEWS #Guest Post
Pankaj Jain from Httpool decodes Native Advertising benefits & results in addition to the trends he foresees in 2021.

“Don’t trick them. Don’t piss them off. ???

Brands love native ads; it gets more click-through rates and revenue per impression because of its organic nature. Still, it’s also considered one of the most controversial forms of communication.

For those unaware, we, as consumers, have been consuming these native ads and the reason without understanding their real nature. Native ads are designed both editorially and design-wise to blend with the publication style where it’s going to be featured. These are similar to the content ads because the revenues are based on the number of clicks.

How many of us have clicked on the ads which appear on the top of Google search? Almost, always right? Social media platforms like LinkedIn, Facebook, and Instagram have also adopted native advertising, and companies like Taboola, Outbrain, and many others only deal in the same. The reason that native advertising is considered controversial because it is at the risk of breaching the trust of the audience, but before commenting on that, it’s essential to understand how native ads work.

Outbrain suggests that consumers look at native ads 53% more than display ads and have more than 18% chances to influence the purchase intent with visual engagement.

Another reason why brands prefer native advertising is because it breaks from the monotony of ad fatigue.

Thanks to cookies, we are surrounded by ads everywhere, which can often irritate the consumer. Still, native ads cloaked within organic content are more relevant and exciting and keep the attention span high with engagement.

Serve Native Ads to Targeted Audiences

A recent study on advertising at Stanford suggested that consumers today are more educated and are not being fooled but are aware what they are viewing is an ad. While this might have impacted the purchase behavior, consumers also know how to make the best use.

So, how can brands make the best use of these learnings? The answer is programmatic native advertising, which means serving native ads to targeted audiences. Programmatic native advertising enables brands and businesses to optimize ROI-driven ads using programmatic auction of ads. And this is what is believed to form the basis of digital spending in 2021.

With the transition, brands are now seeking digital platforms, showing that the advertising trends have also changed.

Also Read: The Ultimate Guide To Humane Marketing

Aninda Gupta, Marketing Lead, Media & Digital, Saint Gobain, Gyproc India believes, In 2021, which is still adapting to the fallout of 2020, the overall digital spending is expected to rise by 34% annually across the globe.