Most advertisers are very familiar with established contextual advertising platforms like Google AdWords. This type of paid advertising gets displayed when Internet users perform a relevant search or access a relevant web page. However, the ads are very clearly displayed as ads, and they may lose their effectiveness as Internet users develop a condition sometimes known as advertising blindness that causes them to ignore anything that looks like an advertisement. Old-fashioned contextual advertisements might perform better than totally irrelevant ads, but the next generation of contextual advertising might serve you better.
What's the Solution to Advertising Blindness?
The next generation of contextual advertising is also called native advertising, and it is much more likely to catch the attention of an advertisement-weary public. This is how native, contextual advertising works:
- The Internet user reads or scans the content of a website or blog.
- Below the post, several related links to articles get attractively displayed with a title and possibly a small thumbnail graphic.
- After clicking one of these engaging links, the reader will get sent to a related article, editorial, or advertisement on another website.
- That link placement, below the original story, has actually been paid for by the advertiser, and it is not a related post on the same page.
Why Try Native Advertising vs. Old-Fashioned Contextual Advertising?
According to Search Engine Journal, contextual advertising, particularly aggressive retargeting campaigns, are beginning to raise some alarm and even turn off potential customers. Alternatively, native advertisements actually enhance the content on a page by offering related stories and information from other sources.
In fact, TechCrunch says that native advertising can actually enhance the user's experience while helping increase brand awareness for an advertiser. They point out that sponsored posts on sites like BuzzFeed have social sharing numbers that are similar to the numbers they get from their own content.
The biggest benefit of native advertising might be the ability to attract new website visitors who are already interested in the information that you plan to share with them. If you need a new way to promote solid editorial content, promote brand awareness, or simply get more Internet users to click your ads, native advertisement might provide the solution.