Top 3 tips for effective native ad campaigns

Native ads have been shown to increase engagement, but according to some native ads are blurring the line between content and advertising too much. It's imperative that advertisers label their ads as advertisements using easy to understand language, a proper sized font and continue to disclose throughout the sales process.

by Kristina Knight

How can brands create effective native campaigns that are seen as ads and not as blurring the line of content?

First, keep it relevant.

"Make sure your content makes sense. It's important to tie what you are selling to the content you are producing. Having entertaining content is important, but in order to convert the reader to a consumer you have to make sure that it ties into what your company actually does," said Ash Nashed, CEO and Founder, Adiant.

Second, be honest. Make the proper disclosures about native campaigns by labeling ads and ensuring the campaign is transparent.

"Often times native advertising makes the news is because companies aren't being honest. This doesn't benefit anyone and doesn't help sales in the long run," said Nashed. "The consumers of today are educated so make sure to keep your ads labeled correctly."

Third, entertain.

"I know this is a slight contradiction to #1, but consumers want to be entertained which is what ultimately creates the positive connection that they will have with your brand. When they are shopping you want them to remember your brand over everyone else's," said Nashed.