How thousands of brands use native ads to amplify the reach of their owned blog content
Native’s success comes through fitting seamlessly into the user experience of the content-feed it is placed into. Where banners are merely seen, native ads are actually read. Sharethrough’s neuroscience research found it takes someone 308 times as long to process a native headline than a banner, which for brands equates to more time with your audience, better brand lift, purchase intent, and so on.
Promoting a brand content hub with website visit ads
Native website visit ads drive audiences directly through to a brand hub. They’re great for delivering qualified site visitors, increasing content engagement and boosting reader loyalty. Sharethrough’s open channel targeting allows brands to take any particular subject from their brand content hub and reach a broad audience, optimising toward the channels driving higher engagement rates.
Brands will be able to assess the success of this strategy by looking directly at click-through rates. Native advertising has much higher click-through rates than banner ads.
Native website visit ads drive audiences directly through to a brand hub. They’re great for delivering qualified site visitors, increasing content engagement and boosting reader loyalty. Sharethrough’s open channel targeting allows brands to take any particular subject from their brand content hub and reach a broad audience, optimizing toward the channels driving higher engagement rates.
Brands will be able to assess the success of this strategy by looking directly at click-through rates. Native advertising has much higher click-through rates than banner ads.
Promoting owned blog content with native content cards
Brands use native content cards for similar reasons as native website visit ads: driving engagement and extending the reach of brand content.
The differentiator with native content cards is it takes the headline and thumbnail of the native ad unit and links to its own content card, letting audiences stay in-feed and hosting the content there. This is the vastly preferred user experience for modern audiences reading and watching on their phones. According to Sharethrough research, 55 percent of Gen Z (18-21 years old) hadn’t clicked on a native ad for fear of being taken out of the feed to another content site.
Encouraging consumption within the card environment allows brands to keep a close eye on time spent with the content, as well as broader engagement rates, giving them another dimension to analyse the success of their content.
Sharethrough is a member of FIPP.
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