4 Reasons Marketers Should Embrace Native Ads With Millennials
3. Integrate where they live: Millennials spend a considerable amount of time on sites that aggregate content, such as news, entertainment and, of course, social media platforms. Native ads enable marketers to unobtrusively become a part of these sources of content in order to reach the greatest number of millennial prospects.
4. Clicks and more clicks: Research is showing native ad formats are outperforming traditional display ads across the board, in both engagement and expansion rates. It's this consistent quality performance that's driving marketers to quickly determine that native ads are essential to connecting with millennials, who historically are quick to dismiss display ads.
While millennials are very digitally savvy, they're also heavily influenced by native ads and sponsored content. Their behavior combined with their growing affluence makes this generation increasingly representative of the future of online marketing. As long as marketers can create content that's relevant to millennials’ interests and encourage social sharing, brands will be able to rely on native advertising to reach this demographic.
This belief is supported by native media spending trends, which is expected to increase dramatically. A report from BIA/Kelsey predicts a more than 62 percent increase in native ad spending from 2014 to 2017, with total spending in 2017 reaching 71.4 percent of the spend for traditional display ads.
Ash Nashed is the CEO and founder of Adiant, a digital media technology company.
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