PROMOTING YOUR ORGANIZATION
Organizations, large and small, are constantly forced to redefine and innovatively generate a variety of marketing approaches in order to promote their product or service. Operating within a limited budget and continually facing increasing pressure to stay competitive, these businesses can be in a frequent state of flux. In regards to small organizations, very few are able to dedicate the time or the resources to develop a comprehensive multimedia marketing strategy, which is more common in larger companies. Imagine the likelihood of your favorite local restaurant or boutique airing a TV commercial on the Food or Style network; it’s just not practical financially. So then the question is posed, how do small businesses make the best of what marketing resources they do have? The answer: native advertising.
PAYING TO PLAY
Native advertising is “paying to play.” With this specific type of advertising, essentially organizations are paying to have their brand advertised through outlets outside of their own media. These companies pay for their branding to be promoted through a variety of additional media platforms. 
Characterized by things like promoting posts on social media and the use of content discovery platforms, native advertising plays an integral role in helping small businesses bolster the effectiveness of their existing content strategies. Native advertising is a unique opportunity to maximize an organization’s return on investment (ROI). ROI is a performance measurement used to evaluate the efficiency of an investment as well as compares the efficacy of a number of different investments. To calculate ROI, the benefit or return, of an investment is divided by the cost of the investment, and the result is expressed as a percentage or a ratio.
Native advertising also seamlessly integrates organic and paid content. This includes utilizing options such as print advertorials, promoted stories or posts on social media outlets such as Facebook, Twitter, YouTube and Tumblr. Native advertising has proven to be an innovative and essential marketing approach. Organizations are understanding its benefits because native advertising allows them to spend as much or as little as they’d like. The costs directly correlate with the amount of promotion they’d like to invest in.  Native advertising has become extremely prominent through digital media, frequently appearing through pop-ups online.
Native advertising must walk a fine line in order to be recognized as a legitimate, effective source of advertising and marketing. Advertisers are striving to make native advertising attractive and interesting to prospective consumers. This specific type of advertising is continually establishing itself as a credible resource. Native advertising must not be too similar to journalism in order to remain a plausible marketing avenue. However, if it is not related to journalism at all, it will have less of an appeal to consumers.
This blending effect aids the general public in perceiving native ads as substantial, editorial content. This leads to the ads getting more traffic such as being viewed or listened to. Whatever credible source that is promoting the advertisement, some of that publisher’s credibility will be transferred to the actual product or service being promoted.
Publishers, advertisers and marketers alike are quickly understanding the appeal of native advertising due to its quick, rising success in the realm of digital media. One of the reasons for its success is its clear-cut sales conversion rates. Native ads have proven to be extremely effective by drawing higher click rates than traditional banner ads, this has been particularly apparent on mobile devices. Recent data compiled by BI Intelligence has concluded that spending on native ads will reach $7.9 billion this year. This means that it will grow to $21 billion in 2018, rising from just $4.7 billion in 2013.
NATIVE ADVERTISING BENEFITS
There are a large amount of benefits and effective results for organizations who use native advertising. Some reasoning as to why this particular type of advertising has become so popular include:
- It’s Unobtrusive: Native ads look like a content page instead of an advertisement. It’s a combination of branding and relevance. It is a natural way to reach an organizations specific target market without seeming intrusive.
- High Response Rate: Native ads are becoming more effective than traditional display ads. Consumers view native ads 53 percent times more than just mere banner ads.
- Expands Brand Content: Content and success go hand in hand. An essential for online success is pertinent content. Native advertising leverages innovative tracking technology to monitor and analyze results from a particular campaign.
- It’s Creative: Native advertising allows for companies to create advertisements with richer content and graphics not constrained by limitations. They allow for organizations to fully interact with potential customers and aid this specific marketing in understanding their brand.
- Mobile-Friendly: This type of advertising is extremely conducive to mobile devices, with the general public spending a significant amount of their day using their tablet or phone. Native advertising has the potential to reach millions of possible consumers and is scalable across multi-publishers without having to provide unique content for each advertisement.
Native advertising is a must have marketing tactic in today’s world. In order to for an organization to edge out its competitors, it must implement this effective strategy. Native advertising allows for a specific business to strategically brand itself, create a unique presence and to diversify its online presence.
Native advertising is a must have strategy in order for an organization to successfully navigate today’s markets. It engages prospective customers and its unique approach leaves a resonating message to the general public. Native advertising is changing the digital landscape and it is essential for every organization to utilize this tactic in order to stay relevant and ensure success.
ACHIEVING SUCCESS WITH NATIVE ADVERTISING
For over two decades, Mary Pomerantz Advertising has aided its diverse clientele in creating unique and memorable advertising campaigns. Our organization creates impactful advertisements that cohesively work with a company in effectively marketing its product or service. As a top advertising agency, Mary Pomerantz Advertising has continually developed innovate advertisements that have made a lasting mark within the community. Contact us today at 732-214-9600 to get started.