How native advertising increases the attention of your target group
Native advertising has long been more than just a trend - it is one of the most promising strategies for reaching target groups in the digital world. Native advertising is characterised by the fact that paid content adopts the appearance and functionality of the platform on which it appears[1][3][7]. For example, adverts are integrated into social media feeds, article recommendations or search engine results and look like naturally grown content. This creates trust and increases the willingness to engage with the content because users are not disturbed but receive real added value[2][3][4].
Companies are increasingly turning to us because they feel that traditional banner adverts or display ads are losing their impact. People are tuning them out or specifically blocking them. Native advertising enables a natural contact, so-called native integration, because the advertising is not perceived as „disruptive“, but as a helpful addition to the actual content - whether in news, magazines or on community platforms.
Examples of successful native advertising campaigns
Large media companies and digital brands have long favoured native formats. One example: In a lifestyle boutique, a video appeared in the Facebook feed that was not titled „Shop now!“ but „3 styling tips for spring“ - the target group clicked and discovered new collections in the video in passing. The combination of entertainment and product characterised the brand without being obtrusive.
BEST PRACTICE with one customer (name hidden due to NDA contract) A manufacturer of sustainable cosmetic products wanted to appeal to young, environmentally conscious buyers. Instead of placing advertising banners on environmental pages, authentic, short video clips were produced that showed tips for zero waste in the bathroom. These clips appeared as „sponsored posts“ on Instagram and were received like regular tips from the community. Click rates increased almost fourfold compared to traditional display advertising, and brand awareness increased significantly within six months.
E-commerce providers also benefit: In an online magazine for digital nomads, so-called „You May Also Like“ articles were integrated, which led to products relating to the topic of mobile working. Readers found the recommendations to be relevant and valuable, which significantly increased the conversion rate compared to traditional promotional pop-ups[1][4].
Planning and implementing campaigns: How to achieve successful native advertising
Understanding the target group
They come up with questions such as „How do I reach my community where they get their information?“ and „How do I minimise wastage?“ The answer: first analyse the target group in detail, understand their interests, media usage and purchasing behaviour. Only then can you develop native content that really resonates.
From format to message
Native advertising thrives on the fact that it works like the environment - not only visually, but also in terms of content. Videos, infographics, podcasts and articles are produced in such a way that they fit organically into user behaviour. On LinkedIn, for example, professional video interviews and sponsored articles feel more honest than flashing banners. On Pinterest and TikTok, on the other hand, short how-to videos or inspirational checklists are in demand.
BEST PRACTICE with one customer (name hidden due to NDA contract) A service provider from the healthcare sector wanted to attract specialists to a new platform. Instead of placing traditional banners, practical video interviews with active users were produced. These videos appeared as „recommended posts“ in industry-specific newsletters and on LinkedIn. The response was significantly higher than with other advertising formats because the content was informative and not salesy.
Technology and tracking
Don't just create the content, but also take care of the technical implementation. Use tracking tools to see how long videos are watched, how many users click on the follow-up call-to-action or how often native posts are shared. This data helps to constantly optimise the campaign.
Native advertising and iROI coaching - reaching the goal together
iROI-Coaching helps companies to develop native strategies - from analysis and conception to measurement. Together, we look at which platforms are relevant for your target group, which content works best and how you can continuously improve your campaign. Clients often report that even small adjustments have a big impact, such as a change of format or more subtle placement[2].
BEST PRACTICE with one customer (name hidden due to NDA contract) A new breakfast concept was advertised in the hospitality industry. Instead of simply showing advertising photos, there were short, native videos on Instagram in which guests and employees were shown having breakfast - authentic, relaxed, suitable for everyday use. The content was not only viewed more frequently, but also shared and commented on more often than other adverts. iROI coaching helped to embed these videos into the social media routine in a target group-specific way and to increase the reach in a targeted manner.
My analysis
Native advertising is no longer an option, but a must for anyone who really wants to reach their target group - and at eye level, without being perceived as a disruptive factor. Native video ads in particular offer enormous opportunities because they not only inform, but also entertain and emotionalise. Studies show that users accept this content more readily and interact with it more frequently than with traditional advertising[3][4].
The consistent focus on the needs of the target group, the choice of suitable platforms and the courage to prioritise content make all the difference. Native advertising thrives on dialogue, not monologue - companies that understand this secure a clear advantage in the long term. iROI-Coaching provides tailor-made support for this process because we know: Successful campaigns need analysis, strategy and continuous optimisation.
Further links from the text above:
What is Native Advertising? Types, Examples & Benefits[1]
What is native advertising?[3]
Native advertising, the new marketing workhorse[4]
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.
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