Introduction
Video content has become a must-have for brands looking to effectively reach and engage today's audiences. Native video advertising specifically, where video ads match the natural form and function of the surrounding content, can boost ad performance by making the experience feel less disruptive for users. This guide will cover tips and strategies for creating compelling native video ad content, optimizing across platforms, measuring performance, and more so you can start leveraging native video ads successfully.
TL;DR
Native video ads seamlessly blend into surrounding content like organic videos, articles, and social posts. This enhances the user experience as the ads don't feel overly promotional or disruptive. This guide covers creating effective native video ad content, optimizing for different platforms, measuring performance, and providing disclosures. Follow these best practices and your native video ads can boost brand awareness, credibility, and conversions.
How to Create Compelling Native Video Ad Content
The key to effective native video ad content is ensuring your videos add value for viewers and align seamlessly with surrounding content. Here are some tips:
- Keep videos relevant, useful, and non-disruptive - Align subject matter with content themes and audience interests
- Entertain and tell a story - Leverage humor, emotion, and narratives to boost completion rates
- Leverage influencers when appropriate - Work with creators that your audience knows and trusts
- Encourage sharing and interactivity - Ask viewers to comment, like, share to increase reach
- Align videos with brand image and audience values - Reinforce what your brand stands for
Creating native video ad content that engages without feeling overly promotional is crucial for success. Focus on entertaining, informing or educating rather than directly selling.
Optimizing Native Video Ads for Different Platforms
You'll want to adapt your native video ad approach across different platforms:
- Match video style and length to each platform's algorithm - Short vertical videos for Instagram, longer horizontal for YouTube, etc.
- Adapt calls-to-action for different platforms - Encourage follows on Instagram, channel subscribes on YouTube, etc. based on the platform
- Test different thumbnail images per platform - Leverage platform analytics to see which thumbnails perform best
Tailoring your video ads for each platform based on the specific audience, algorithm, and functionality will allow you to maximize performance.
Measuring and Optimizing Native Video Ad Performance
Key metrics to track include:
- Viewability - Percentage of ad shown on screen
- Completion rates - Percentage of viewers who watched the full video
- Clicks - Click-through rate to your site or links
- Conversions - Registrations, sales, or desired actions from ads
Use this data to optimize elements like thumbnails, captions, calls-to-action, targeting, and placement. A/B test different versions to improve results over time.
Conclusion
When executed effectively, native video ads can increase brand awareness, credibility, and conversions by blending seamlessly into surrounding content. Focus on creating useful, relevant videos optimized for different platforms. Measure performance and continue optimizing over time. Follow these tips and you can unlock the full potential of native video advertising.
Supporting sources:
- Native Video Advertising – What Brands Need to Know
- Native Video with AST
- What Is Native Advertising? A Beginner's Guide
- Types of native advertising in 2024
- The Complete Guide to Online Video Advertising
- 5 ways to adapt social media ads for native
- What is Native Advertising? Definition, Examples, Benefits
- Native Ads Networks (2024)
- Video
