Four helpful tips for a successful native ad campaign

Native advertising is becoming increasingly popular. No wonder, because in contrast to traditional display advertising, native ads fit perfectly into the news website environment, are therefore less disruptive and promote interaction with the target group. In this article, you'll find out what you need to consider to make your native ad campaign successful.

1. Choose the right platform

The best advertising campaign is of no use if it isn't being played out where your target audience is. Therefore, define your target group first (You can find out more about target group definition in our blog post) and think about which channels you can use to reach them online. Make sure you have a high-quality environment and a good range. We offer this to you with our Yaleo network, which comprises over 170 premium publisher sites in all parts of Switzerland.

2. Make your native ad an eye-catcher

Native ads are image/text ads and as such should be visually based as much as possible on the environment of the respective publisher page. The sooner they look like a teaser for an editorial article, the better they get clicked. Native ads that you use within the Yaleo network , have the advantage that they dynamically adapt to the environment of the website on which they are played without you having to worry about the design. No less important for a successful native ad are an appealing headline and an image that catches the user's eye and encourages them to click.

What you should consider when choosing a picture

To make your native ad an eye-catcher, you should give top priority to image selection. Therefore, pay attention to the following do's and don'ts.

• People like to see people. Therefore, choose a picture that shows a person.

• Note that your native ad image is only shown in a thumbnail. Drive better with a close-up that's not too busy and has a clear focus point.

• We recommend that you use strong colors instead of black and white images.

• To make your native ad look as unpromotional as possible, no text should be attached to the image and no overlay should be integrated.

What you should consider when writing the headline

• Use the headline as an opportunity to address your target group directly.

• Be brief and get to the heart of what it's all about.

• With a Listicle, you can structure the wealth of information well and arouse interest among readers.

• Arouse readers' curiosity, but only promise in the headline what you can keep.

3. Invest in good quality content

With our tricks, you should be able to get the target group to notice your native ad and actually click on it. But the most crunchy teaser is of no use if the content that comes after the click fails to meet expectations. High-quality content is therefore the be-all and end-all of every successful native ad campaign. And how do you do that?

• When creating content, think carefully about what the user is interested in and how you can offer them real added value instead of focusing on what you want to sell.
• Add your product or service discreetly. Your content shouldn't be too promotional. Avoid mentioning the name of your company too extensively and don't just speak in superlatives.
• Make sure that the style and tone of your content is in harmony with that of the publisher website and looks editorial. The aim is for it to blend seamlessly into the rest of the content in terms of form, function and feel.
• Include short and concise call-to-actions (e.g. benefit now/ learn more) that link to your landing page or website and use your native ad campaign to generate leads.

4. Review your campaign and optimize it continuously

To find out what's working and what's not working, you should put your campaign through its paces when it's running. For example, by using various headlines and images and watching how they perform, you can gain important insights. With Yaleo, you have the option to monitor the performance of your native ads via Adconsole real-time dashboard view them at any time and continuously optimize them based on this. After all, only those who measure and optimize can get maximum success out of their campaign.

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