Digital ads are different now.
How and when we interact with online advertising changed dramatically in March when Covid-19 delivered a new era of rolling global locking, not to mention a predictable lifestyle change.
And for genuine advertising, in particular, advertising performance always relies on the nature of consumer behavior on the site where they appear.
Because they are in accordance with the forms and functions of their site, their best practices are directly dictated by how we interact with the organic content that surrounds it.
On the editorial site (think of news, niche blogs, and online magazines), consumer behavior has shifted a little.
People begin to interact with content from different devices, at different times, and react to various types of creative campaigns.
All of this results in a series of new best practices for marketers to follow when it comes to running effective original ads.
Where and when consumers interact with genuine ads
Editorial sites have the potential to serve native advertising in many different places.
They can appear as articles that are promoted on the veranda or category page, as the original display ad in the middle of the article, and at the bottom of the article, to mention some examples.
We partner with Nielsen using brainvu, Cloud-based neurocognition technology, to measure consumer reactions to advertising on the page, which means we physically measure the brain waves of people when they interact with ads on the editorial site.
AI immersive and virtual reality technology (think the headgear with a ton of the installed cable) is measured when and where they pay attention to and have the highest emotional response.
We found that consumers pay 20% more attention to advertising at the bottom of the article and have an emotional response of 17% higher than anywhere on the page.
Plus, research participants display an 8% lower cognitive load at the end of the article. Basically, they have more “brain space”, or memory resources, to pay attention to new content or ads.
Order the campaign of people involved with the most
The most interesting topics of attention on editorial sites have changed, which must signal marketers’ need to shift original ads.
The long-term trend in the news is the most relevant consumer reflection and direct problem. Aligning your campaign messaging with this long-term trend will improve the performance of your original ad.
So, what is the long-term trend?
First, content related to Coronavirus and the political climate has all the attention of consumers on the editorial site.
Under the basic base interest, we have identified four trend topics that have emerged since the Coronavirus declared a pandemic, and with which we see a lot of engagement:
- Investment: The combination of the Coronavirus and the 2020 elections have produced several pairs in the stock market, and everyone wants to jump on the bandwagon. (Nerdwallet encourages partnerships with a fundraiser just in time for trends).
- Food: Kumanantine baking has resulted in the explosion of attention in the food category, especially for topics related to desserts and baking. (Only eggs leaning to marketing as a fake alternative egg when quarantine roasting takes off.)
- Racism: The murder of George Floyd and the Movement of the Black Life Material has triggered an increase in engagement recently on topics related to racism and equality. (Mint promotes webinars and video series on how to close the wage gap race.)
- Job: How and when we return to work is in our minds. (Nestlé released a series of content, including this article, about how parents handle working from home.)
Conclusion
In this blog you learn about the New Best Practices for Native Advertising on Editorial Sites.
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