4 Reasons Marketers Should Embrace Native Ads With Millennials
Native advertising is becoming an increasingly popular way to capture the attention of the very appealing and lucrative millennial market. This is a generation that's grown up accustomed to the convenience of mobile technology, which enables them to consume and interact with a world of varied information at any waking moment. Not only does a millennial's information consumption behavior make them more likely to interact with branded content, they're also much more likely to share it with their peers.
This pattern, which increases the value of branded content exponentially, was recently highlighted by Yahoo CEO Marissa Mayer. In her presentation, Mayer urged marketers to embrace native advertising and noted that 46 percent of millennials who noticed branded content consumed it.
To bring context to native advertising's popularity among millennials, here are four key points why and how marketers should look to use this channel to reach this demographic and capitalize on this group's tendency to share information:
1. Engagement is the key: Not surprisingly, customer engagement is the biggest value of running native ad campaigns. Engagement is the primary way to build long-term brand loyalty. The value of native ads that offer something of interest is the chance for a millennial to interact with the content in some way. The idea is to present a "conversation" through a native ad, instead of the "presentation" of a display ad, which mainly functions as a digital billboard.
2. Don't interrupt: Native ads help marketers to "blend in" to the content and present information without being an interruption. Millennials are used to finding information with their devices quickly without any delay. Therefore, in order to get in front of them, marketers must avoid interruptions and offer relevant, meaningful content to their audience. Marketers also must not try to be tricky and mislead millennials into clicking something they don't want. This audience is shrewd and won't forget they were misled.
Related story: Buying Audience vs. Premium Content: Beware of Magic Beans