As banner blindness continues to be an issue in the digital marketing space, it’s time to capture viewer attention in a new way. Native advertising is a seamless way to do just that.
Elements that set native apart from other ad types
Native ads give marketers the opportunity to create ads that look and feel like the rest of the content on a page. By taking raw assets and turning them into different ad formats, they don’t disrupt a user’s online experience. What’s more? Native ads take nearly 300x more consumer attention time. With nearly 20-60% higher interaction rates than display, native is an effective ad format for reaching new travelers.
Add native as a supplement to your marketing mix
Combining native with your other digital efforts allows you to reach travelers at every stage of their path to purchase. For example, imagine a traveler is on a site and sees your native hotel advertisement, but is still in the early stages of their path to purchase. With display, you can use retargeting to reach those travelers who have previously engaged with your brand when they are further along their path.
Think Iowa City used native advertising in a recent campaign with Sojern, finishing the campaign with a native CTR of 0.99%. They used native and video ad formats to increase brand awareness and inspire travelers early on their path, as well as display to reach those closer to booking. Read the full case study here.