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Push Vs. Pull: Making Native Advertising Work

Push Vs. Pull: Making Native Advertising Work

Ad blockers are a problem for business owners. Nearly 2 out of every 3 Millennials use ad blocking, meaning they don’t see the ads you’ve created and paid for on social media and other websites. Native advertising, which consists of strategically placed paid content, makes it past the ad blockers – but it won’t work unless your native advertising contains one essential ingredient.

François-Xavier Préaut is a regional director for Outbrain, a content amplification company. Outbrain specializes in native advertising, maximizing the number of people who are exposed to any one piece of content by placing it on high-traffic websites such as Time, CNN, and Fortune. He recently told eMarketer what it takes to make native advertising work:

…the most important thing is not whether an ad is native or not, it’s rather ensuring that the internet user will not be disappointed once he has clicked on a native format. Internet users are not stupid. If one pushes uninteresting things to them, they will stop clicking.

That’s why the really big revolution is not really native advertising, it is content marketing, which seeks to engage the internet user in conversation not with a message that is too promotional, too uninteresting, but with value-added content.

[Tweet ““Internet users are not stupid.” – François-Xavier Préaut”]

Push vs Pull: Understanding How Ads Work

Display advertising pushes your message into your customer’s face. It’s positioned alongside their social media feeds, on their favorite websites and in other places where it demands attention. Native advertising uses a pull model; luring customers’ attention in with the promise that you’ll be giving them content worthy of their time. This content could be in article or video format; it must deliver useful or entertaining information.

As Préaut said, customers are sophisticated and impatient. It doesn’t take them long to recognize content that’s designed to benefit them, compared to content that’s designed to sell to them. If you’ve been running a native advertising campaign and have been less than impressed with the results, look at the content you’re using with an objective eye. Ask yourself if you would be entertained or educated by the material you found there. If you would not spend time with the material, your customers likely won’t either: revamp and refine your content offerings until it is reliably compelling.

Metrics are your friend. Look at the reports associated with your native advertising. Look beyond your CPC (cost per click) number and examine how long people engaged with your content. Obviously, the longer, the better: even speed readers can’t take in an entire article in a second or less! The number of shares is also important.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office