Blog posts hold great potential for native ads

The digital marketer is facing problems with ad blocking and banner blindness. Native ads can be the solution to these problems.
In a new study, commercial blog posts show to engage the users more than even non-commercial blog posts. And blog posts with video is perhaps the most engaging advertising format across all digital media at this point.

The digital media industry seems to have a tough time getting in touch with the consumers and making them engage with their commercial content. New figures from eMarketer show that more than one out of three Internet users in the Nordic market use Ad blocking. When it comes to banner ads, only one out of four banner ads is actually seen by the user according to the opt-in eyeball tracking solution Sticky. Bannerblindness has become a reality. Only one out of every thousand exposed to banner ads actually clicks on it.

What is the solution to the media-quicksand and readers fatigue to traditional ads? A new study from the Nordic native ad distributor, buzzanova, reveal very encouraging numbers on particularly one format: Blogs posts.

Average time spend on blog posts

At buzzanova, we’ve taken upon us to investigate how long the individual user, on average, engage when exposed to a commercial and a non-commercial blog post.


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The conclusion is that the reader uses more than three minutes, on average, on a commercial blogpost. This result is consistent with a previous study done by the media agency Carat.

What may seem surprising is that the readers tend to spend more time on a commercial blog post than a non-commercial blog post.

Further analysis shows that the best way to involve the user is by using video in a blog post. Thus, time spent on a commercial blog post with video is about 20% longer than non-commercial blog post. A reader who is exposed to a commercial blog post with a video will on average spend three minutes and twenty seconds on this advertising format. At the same time, it seems that the readers will respond more to the blog post. The study shows that the click rate on commercial blog posts is more than ten times higher than traditional display, which may come as a surprise to some.

But reflecting on it, it is not that surprising after all. Many of the readers almost feel that they have a friendly relationship with the blogger. While many of the readers look at the blogger as a respected and credible source of information. Also, the blogger usually bases his or her posts with a commercial incentives on products that he or she can vouch for and a product they think appeals to their audience.

When it comes to commercial blog posts, it is my assessment that the bloggers make an extra effort in writing the post compared to non-commercial blog post. The study shows that the click rate on commercial blog posts is more than ten times higher than traditional display. At the same time, advertisers bring content to the table, which can be valuable to the readers. The combination of credibility, diligence and good content can lead to a blog post with a great level of involvement by the reader.

Danica Chloe is a Danish blogger who participated in the study:
“I do not distinguish between commercial and non-commercial posts in relation to what I write. I only write blog posts about something that has my interest and I can vouch for. Further, it must be relevant to my readers.
If someone wants to pay me to write a post, then I am perhaps more thorough compared to if the blog post was non-commercial.
I also find that many advertisers actually bring something’s to the table, which my readers also think has value. Content, which I usually would be shielded from”.

Today advertisers are generally good at not interfering in the design of the commercial blog post. Instead, they leave it to the blogger to secure tone-of-voice. This is important, since one of the blog’s greatest assets is credibility.
However, the study did indicate that the advertiser can benefit more from an influencer strategy when involving them selves by bringing their own content on the table. When blog readers think the content has value to them, their involvement will increase and it will keep them engaged in the post for a longer period of time than normally. Which both the advertiser and the blogger will benefit from.


Facts about the study:

The figures was obtained via Google Analytics
Bloggers were randomly selected. The study was based on the last 80 blog entries in the buzzanova network. 8 bloggers were included from 4 different industries. Interested in seeing the study? Please email, Adam Abelin at


Adam Abelin is Nordic Director & Partner at buzzanova. Buzzanova started in 2009 and is specialised in distribuukendt (1)ting digital native ads. Adam has posted several articles in marketing media on native ads. Adam Abelin has been working closely together with top 100 blue chip clients and largest media in Europe, and has more than 15 years of digital experience.

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