What is the secret to good native advertising? What is the biggest challenge for native advertising? And what is the future of native advertising?
We ask the world’s leading native advertising specialists in our short form video series #NativeAdSecrets.
Here, Chad Pollitt gives his take. Pollitt is a native advertising expert, CMO influencer, former VP of Audience at Relevance, as well as a speaker at the Native Advertising DAYS 2016 and 2017.
Use native advertising to move people through the buyer’s journey.
The secret to good native advertising is…
The secret to good native advertising is to do — what we like to call it in the business — story scaping. And that’s delivering an experience that mimics the buyer’s journey.
So you always want to start with top-of-the-funnel content, next deliver your mid-funnel content. So in a B2B sense that could be a case study, for example. And then, once that engagement occurs, deliver bottom-of-the-funnel content.
And this is what we do with every client that we do native advertising with. We actually use native advertising to move people through the buyer’s journey.
The biggest challenge is getting clients to really understand that it’s not the same as display and PPC.
The biggest challenge for native advertising is…
The greatest challenge regarding native advertising is getting our clients to really truly understand that it is not the same as PPC. It is not the same as display.
And with display and PPC — because there’s a lot of benchmark data out there — you’re able to project what the results are going to be income within a fairly close variance of that.
But native advertising isn’t necessarily there quite yet. In some cases, we’ve been able to use benchmark data to come up with projections and what the results will be, but the biggest challenge is getting clients to really understand that it’s not the same as display and PPC.
The future of native advertising is a world of virtual reality and augmented reality.
The future of native advertising is…
The future of native advertising is a world of virtual reality and augmented reality. And I lean more towards augmented reality, just like in the movie ‘Minority Report’ where you see Tom Cruise with his contact like device in his eyes that are monitoring things like his heart rate, and where he’s at, and delivering personalized, augmented reality type ads.
That’s the real future of native and it’s coming. It’s just a matter of time.