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| Image courtesy of Automotive Social under Creative Commons License 2.0 |
Nowadays, it’s not easy to spot whether you are being sold on a product or you are being offered an authentic solution to a real-life problem. Can you recognize the thin line? The latter could mean a few things. Notice how ads can be so subtle and yet effectively appealing. From the battle of the great recall, advertising has dawned into touching on the emotions of its target consumers; from staging entertaining and bright adverts to telling real-life stories that the average person can relate to. And precisely, that is what is making them effective.
Today, let’s tackle advertisement techniques that sell big time and what makes them tick.
Native advertising
According to the content discovery platform, Outbrain, native advertising is a form of paid content that is “in-feed” and tend to be non-disruptive. These ads look more like an editorial content or shall we call it a “clever disguise,” rather than a paid promotion. If they are so, then why do they prove to be effective?
It is nothing new; people do not want to get sold. When I come across a site that is full of colourful and glaring ads, I tend to skip them. When they become too pushy, I tend to close them and get asked why I don’t want to see the ad. So probably, advertisers now know better how to make those ads more appealing and clickable in a subtle manner, making banner and tower ads increasingly less popular. Native ads are delivered in a very cohesive manner making readers feel they are reading native content.
Even AdWords have been transitioning to appear less and less like a paid ad. Back in 2001 Google ads are distinguished from their shaded background. In 2014, the shading had been replaced with the big Orange Ad icon and recently, the orange icon is gone!
Sponsored Editorial Content
As the name suggests, these are brand-sponsored content that appears on the sites and social platforms of publishers and influencers. These ads leverage on the expertise of the brand to create high-quality journalistic content that readers can use. A good sponsored editorial content will create a connection with its readers in meaningful ways and potentially encourage thousands of social media engagements that aren’t necessarily paid.
Influencer Marketing
Influencer Marketing is a marketing model that identifies key leaders that have influence to the larger market. You inspire, hire or pay influencers to get your brand’s message to your potential buyers. This type of model utilises the concept of psychological transferences where a positive association with the influencer is transferred to the product or brand.
Social Media Advertising
Social media ads are becoming less aggressive. For example, Facebook ads in the News Feed run with a light “Sponsored” note, LinkedIn used “Promoted” to disclaim ads while Twitter positioned its “Promoted” notice at the bottom of the post.
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