{"id":106554,"date":"2022-04-19T21:11:31","date_gmt":"2022-04-19T21:11:31","guid":{"rendered":"https:\/\/www.storygize.com\/?p=106554"},"modified":"2022-04-27T17:58:36","modified_gmt":"2022-04-27T17:58:36","slug":"what-irritates-consumers-the-most-about-native-advertising","status":"publish","type":"post","link":"https:\/\/www.storygize.com\/what-irritates-consumers-the-most-about-native-advertising\/","title":{"rendered":"What Irritates Consumers the Most About Native Advertising"},"content":{"rendered":"

[vc_row row_height_percent=”0″ overlay_alpha=”50″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ uncode_shortcode_id=”180649″ css=”.vc_custom_1650382020735{margin-top: 80px !important;}”][vc_column][vc_column_text uncode_shortcode_id=”107568″]<\/p>\n

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Sometimes a native ad can fall flat. It might be that it doesn\u2019t fit into the surrounding page content, and comes across as contrived. Or, it could be published alongside content that consumers\u00a0consider inappropriate or off-limits<\/a>, such as news content that is expected to remain neutral.\u00a0<\/span><\/p>\n

Sometimes though, a native ad is published in the right place, surrounded by relevant content, but when a consumer clicks through, they are still left disappointed, frustrated, and annoyed. And when that happens, the ad risks getting lumped together with traditional internet advertising as nothing more than aggravating spam.\u00a0This often happens when the native ad and the destination page content don\u2019t align.<\/p>\n

WHAT DO YOU MEAN THEY DON\u2019T\u00a0ALIGN?<\/i><\/strong><\/p>\n

The consumer clicked the ad because something about it (the title, image, description, or another creative element) appeared to promise something of value, but the \u00a0content following\u00a0didn\u2019t live up to their expectations. Maybe they anticipated an interesting, relevant article or blog post, but instead were directed to a dry, poorly disguised ad. Or maybe the labelling on the ad was vague or easy to miss, and they didn\u2019t realize until they were halfway through the article that they were reading promoted material. At this point the consumer feels tricked, lied to, and irritated. And when that happens, they are experiencing the same disruption that is associated with conventional display ads.<\/p>\n

Fortunately, publishers and advertisers can avoid causing this kind of distress by following a few simple guidelines:<\/p>\n

Be transparent.<\/strong><\/p>\n

Not only is it ethically necessary to clearly label native ads, but consumers prefer it as well. If consumers don\u2019t recognize a native ad for what it is from the start, they may end up feeling that they were duped into reading the destination page content. So, even if the content technically does align with what was promised by the native ad, consumers will perceive an inconsistency (\u201cI didn\u2019t think that \u201910 Things Only Spelunkers Will Understand\u2019 was just an ad for headlamps!\u201d), and they\u2019ll\u00a0feel lied to. Their experience will have been interrupted by suddenly realizing that they are viewing an advertisement.\u00a0However, consumers are more likely to accept paid content if they know up front that it has been paid for, and therefore might be influenced by a brand.<\/a>\u00a0When an ad is visibly labelled, it builds consumer trust in the brand and the publisher. Basically, consumers want to feel that they are part of a well-informed conversation when they are getting their information, and that they haven\u2019t been deceived.<\/p>\n

Don\u2019t sell too hard.<\/strong><\/p>\n

No matter what content the consumer expected, it\u2019s pretty much guaranteed that they didn\u2019t intend to click through to a traditional sales letter. Content that is too obviously selling something will stand out like a sore thumb from the material that the native ad was published alongside, and will no longer seem relevant to the consumer. The goal shouldn\u2019t be to make an immediate sale, but rather, to build brand trust and awareness\u2013and to provide a pleasant experience\u2013during the\u00a0customer decision journey<\/a>. The best way to achieve this is through content that is mutually beneficial to the brand and the consumer. Material that is genuinely engaging to the consumer, that is ultimately related back to the brand, will serve both parties well.<\/p>\n

Provide content that lives up to the headline.<\/strong><\/p>\n

The last thing the consumer wants is to find themselves reading dry, uninteresting content when they were anticipating an engaging article, a helpful how-to, or an entertaining listicle. But content that makes good on a headline\u2019s promise is a recipe for success. Take, for example,\u00a0Sauza tequila-sponsored Buzzfeed headline \u201c12 Holiday Treats to Spike with Tequila,\u201d<\/a>\u00a0which was paired with an image of cranberry sauce and the description \u201cHo ho ho! Try a tasty tequila dessert this season, and pair it with a Sauza Sparkling Margarita to wash it all down. Your friends will thank you later.\u201d The ad ran alongside other trending Buzzfeed pieces, and directed to list of tequila-infused recipes.\u00a0When asked about their reactions to the article, consumers generally felt very positively, and many respondents said they found that the article contained useful tips<\/a>. The content delivered exactly what was promised by the native ad; a fun, interesting way to make use of the product being advertised.\u00a0The most effective native ads prioritize what is most important to their target audience<\/a>,\u00a0and makes sure to deliver on the content that is promised by the native ad (or risk incurring the wrath of the ad-saturated consumer).<\/p>\n

CONCLUSION<\/strong><\/p>\n

By following these guidelines, brands can avoid causing consumers the same aggravation that has led traditional display ads to be universally despised. With quality content that aligns with with the native ad, a consumer that clicks through will not feel disappointed or mislead by the branded material that they land on.<\/p>\n

Whether the ad promises an in-depth editorial, or a lighter piece, what matters most is that content is of value to the consumer. So what content do consumers value? We\u2019ll cover that next, with \u201cWhat Type of Content is Appropriate for a Native Advertising Strategy?\u201d<\/p>\n<\/div>\n<\/section>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n<\/div>\n

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[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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