How AdAdapted is Reinventing Native Advertising
As a new intern here at AdAdapted, I’ve read a lot of literature about native advertising and ad platforms. I found articles raving about the current and projected success of digital native advertising, but I also found some articles throwing major shade at native. John Oliver, host of Last Week Tonight with John Oliver, provides an 11 minute rant about the pitfalls of native advertising.
Maybe you don’t have 11 minutes to spare to watch the whole thing, but overall, I found this analogy to be pretty solid. Oliver compared native ads to the deceptive nature of chocolate chip cookies versus raisin cookies. He explains that no one wants raisins in their cookies; they want chocolate, and unfortunately for the hungry cookie-goer, they bite into a massive chunk of disappointment. People want to know if they’re about to eat a raisin when they’re expecting chocolate, and who can blame them?
Whether John Oliver wants to call it tricky or deceitful, native works, and it works way better than traditional banner ads: Shareaholic discovered that 70 percent of consumers actually want to learn about products through content, not through traditional ad techniques. Moreover, MDG Advertising released an infographic explaining that 52 percent of people who click on native ads have higher purchasing intent compared to only 34 percent of banner ads. So, we have the numbers, but how can we make native advertisements less deceitful while also letting users know that it’s them that advertisers have in mind?
Experts have offered up some solutions to relieve the disposition toward native advertising, one of which is relevance. Advertisers need to craft “compelling and relevant content for the particular channel [brands] are buying space on.” To be relevant is to connect with what users are already doing, interested in, and ultimately, what they want. Regardless, brands still attempt to pose as helpful or applicable to user content, and understandably, users find this frustrating.
For us at AdAdapted, our mobile native ads are different. AdAdapted seamlessly integrates ads into apps, disruption-free. Unlike The Atlantic‘s bizarre and controversial Scientology ad back in 2013, our ads are always contextually relevant. They keep you informed about what you’re looking at, and it makes sense that you’re looking at it. The result is practical, non-intrusive, and it lets you do your thing.
A study conducted by ad platform Adyoulike found that 57 percent of users don’t have a problem clicking sponsored content as long as it’s appealing. Now, let’s pretend I’m using a grocery app, and I’m in the process of making a list. AdAdapted won’t integrate an ad about shoes. Rather, we’ll integrate an ad about food I can buy at the store. If you’re using an app for healthy living, we’ll give you an ad about accessible healthy foods and tips.
We publish ads ensuring that you’re aware that what you’re about to click is an ad without the inconvenience of disrupting your user experience. Relevant content beats random, unwanted content any day, so we have you in mind during every phase of construction. Sure, native ads are still ads, and raisins are still raisins, but there are times when biting into a raisin isn’t all that bad.