A guide to native advertising
Native advertising is an adaptable and effective ad format that is a must for any strong campaign advertising strategy. Before we get started breaking down the key components of a native ad, check out our blog on the basics of native advertising.
First, let's check out the structure of a native ad:
Anatomy of an ad:
→ Headline: Grab the attention of readers with an eye-catching headline.
→ Creative: Accompany your ad copy with a powerful image or video related to your campaign.
→ Copy: Utilize strong language to encourage voters to follow through on your ask: donating, volunteering, learning more about a policy or legislation, and GOTV efforts.
→ Call to Action: Give voters the opportunity to learn more, sign up, volunteer, donate, etc. This is your call to action. Make sure this link brings audiences to a relevant page on your site.
The magic of native advertising is its ability to seamlessly integrate your ad into the style and layout of the publisher’s site. So, while the basic components of a native ad (headline, creative, copy, and link to your site) are present in most digital advertisements, native ads blend these elements into the surrounding content of the publisher’s site.
This makes native perfect for political advertising. For example, let's say a voter is researching elections in their area or reading a relevant political article; your headline and ad copy might inform audiences about the upcoming election day, point voters to read more about your platform on your site, or sign up to volunteer for the campaign. Since you know that users visited the site to seek political-related content, your ad will amplify rather than disrupt their experience.
What makes a native advertisement successful
Understanding the key elements of a native advertisement is crucial to running a successful campaign, but equally as important is knowing how to craft each of these factors to make them best suited for a native ad.
Unlike other forms of digital advertisements, an effective native ad should be in some way compatible with the content it is served within. According to a study by the Association of National Advertisers (ANA), 96% of respondents said that “creating native ads that were contextually relevant to surrounding editorial content was an important component of native advertising.” Advertisements that provide value within appropriate content categories will not only capture the attention of voters but also make them much more receptive to your message.
At the end of the day, native advertisements can be an incredibly effective method of reaching your voters in a way that makes your campaign look both informative and credible. Make sure to craft each component of your ad with the voters’ experience in mind and you’ll be well on your way to running a successful native campaign!