A group of creatives and professionals of the AV studio and company Get Interactive, along with three excellent lecturers, shared with the visitors of the conference the knowledge and creativity in the field of native advertising.
Native ads are attractive and are less aggressive than the traditional ones
AV Studio and Get Interactive invited to the conference an exceptional expert, Britain’s Tim Cain, who gave his lecture titled Lessons from research. He talked about what we have learned from past studies. “Research has shown that native ads are more attractive and less aggressive in the eyes of the recipient, compared to traditional ads. For 73% of Internet users, sponsored content of some internet sites are equally important, if not more important than the non-sponsored. Exactly 59% of respondents believe that native ads are interesting, and 32% would gladly share a native ad with family members or friends.”
Content of native ad should be useful
Tim Cain presented to the participants at GO NATIVE 2017 conference how native advertising works through the purchase funnel, compared to traditional ads, which are the key elements of success and how native affects the brand. “Studies have shown that native ads spread the purchase funnel by 29%, that they increase the number of clicks by 31%, and they encourage users to spend time with the advertised brand. To be maximally effective, native ads must be informative, interesting and useful. The greatest effect of such advertising is achieved in synergy with the traditional advertising.”
Quality and diverse advertising
Urša Mivšek Sitar from AV studio noted that the world today is flooded with content. Solution lies in quality and diversity of advertising. In her lecture titled How to get over content shock?, she focused primarily on the increasing difference between production and consumption of content, and pointed out the key elements for the success of content-marketing: Define the brand. Be first. The emphasis should be on niche content. Access should be agile. Innovation must be constant. Place the consumer at the center. Data exist for us to use them.
Behind effective native advertising stands consumer understanding
As it is extremely important that we learn from mistakes as much as possible, Damjan Planinc from Get Interactive selected the topic Most common mistakes of native advertising and how to avoid them. Native advertising is not just differently packaged advertising. This is advertising that requires a radical shift towards the needs and understanding of users. He showed the most common errors on concrete examples. “In native advertising we make a mistake: if we think about the brand first; if the content is not interesting, and quality made; if it’s only ‘hard-sell’; if the appropriate signs are missing; if we measure it with wrong metrics.” Damjan Planinc concluded his lecture with five tips for successful native advertising. “Be interesting. Inform, and only then start to sell. Be transparent. Show expertise. Use the right metrics.”
