The user’s maximum attention and the way the ad is used make this channel very effective for achieving high quality, both in terms of traffic and interested contacts.
That is why it is good for high-performance lead generation: working on the text in an editorial style overcomes the user’s resistance and removes their doubts, motivating them to achieve the desired conversion with the help of a catchy call to action.
The user’s journey through this channel can be summed up in four words:
The first rule online is the same for everyone: “You need to attract the user’s attention in the first few seconds”. When you are used to browsing quickly simply by scrolling, using sizeable content as in native digital advertising might seem ineffective and counterintuitive.
But this is not actually the case because it is the user’s approach to the channel in question that is different. Their level of attention is increased because a user browsing information websites is open to reading and finding out more details. In this case, the user does not receive an ad but intentionally chooses to click on one, landing on a consistent landing page aimed at conversion, which leverages emotional techniques and the user experience. Once they have clicked on the ad, the user expects to read good content, as they would on a journalistic or detailed post. This is why the quality of the clicks and leads increases significantly.
This online channel capitalises on this interest to present the brand in the best possible light. The channel is therefore suitable for promoting your brand image and simultaneously collecting data from potential users, gaining their loyalty the first time they read your content.
Native Advertising is effective for reaching a variety of objectives. Whether it is lead generation or simply reading, the cutting-edge tools used to monitor campaigns indicate that the read rate of a native page is very high because the user shows interest from the first click. In fact, neuromarketing studies show that users do not really consider native advertising real advertising. This is because it blends with the native context of the website hosting it.
This channel is also ideal for bringing interested traffic to a specific web page, whether a landing page or a site, but it delivers excellent results even when linking to brochures for showcasing products or services.
In the latter case, the user’s attention when browsing products in a catalogue will be much higher than when browsing a normal brochure. Plus, it is less invasive than any type of display advertising and easier to connect to various links, to structure traffic and the buying process better.