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Native Advertising – a performance marketer’s Best-Kept Secret

Native Advertising – a performance marketer’s Best-Kept Secret

I spent the past year managing a significant marketing budget for a lead generation firm specializing in one, single product. I managed the EU markets which included DE, CH, NL, FR. What I learned shocked even a veteran online marketer.

(Native) is currently one of the best cures for the terminal online advertising disease: Ad Blindness“.

I worked on one channel specifically: Display-Native. Coming from the Mobile Gaming space, that word meant something entirely different to me. In this case we are talking about those funny “recommendation widgets” you find at the bottom of many articles on the web today. You have likely seen them before, and may have even interacted with one without knowing it. That is the beauty of Native Advertising today. It is currently one of the best cures for the terminal online advertising disease: Ad Blindness. Native ads are not a new placement, but I would argue, an under-recognized one.

Native Advertising is not for everyone. It is not a one-stop-shop with solutions to fit all products like Facebook or Google. There can be a big learning curve and finding the right approach for your product or service can take alot of time and money. I would not reccommend Native to a company without an experienced in-house team, and even then would reccommend they get some training and work with an external to develop their approach.

Despite the effort required, once you crack the code it can pay off in spades. I saw it for myself. Now we are seeking out clients with the right product fit for Native with the intention of scaling their business to whatever level they can handle.

My advice: if you’re not advertising on Native you most likely should be. If you tried and failed, it’s because you were doing it wrong. Hire someone who knows what they’re doing, it will save you alot of time and money.

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