Native Advertising: The Intelligent, But Risky, Form of Advertising
Wednesday, April 26th, 2017 • 3:15pm–4:30pm • AD5 • Advertising
What is native advertising, really? Find out with expert John Wilpers. Traditional online advertising interrupts something else we’re doing, and doesn’t solve the reader’s problems when they have them—instead, it pushes products or services at a time of the advertiser’s choosing. On the other hand, online native advertising speaks to consumers about topics they are interested in, because they are already reading a story about the topic. Native ads educate and enlighten, building brands and trust. Consumers look at native ads 52% more frequently than banner ads; they generate 85-93% more clicks than banner ads; purchase intent is 53% higher; and brand lift is greater by up to 82%. But, if you deliver a naked sales pitch as a native ad, 85-95% of consumers will never return, AND they will tell their friends. On social media! Native ads can be extremely powerful, and extremely dangerous if done incorrectly. Find out how to do them right with media veteran John Wilpers.