Written by Anne McKinnon|CLICKON Media
At CLICKON we talk with our audience, not at them, and this experience extends to the way we incorporate advertisements across our sites. Not only does this approach create higher levels of satisfaction with user experience, but it also brings readers closer to brands in a more authentic way.
To effectively reach the millennial generation, advertisements must meet one quality that overwhelms all others; the ability to create an experience. Whether this is an interaction with the reader, the created feeling of nostalgia or another emotional connection- experience is the number one quality the millennial generation looks for when it comes to effective advertising.Emotional connection is a key pathway to establishing a relationship between reader and brand.
A study on native advertisements by Sharethrough shows that millennials by far prefer native ads to any other type of ad based on the experience it creates. The study also reported that ninety-one percent of millennials discover new content while browsing social channels or news feeds, and 61% use ad blockers to block disruptive ads.
Native ads satisfy on both of these points with the ability to engage millennials as well as pass by those nifty ad blocking tools. Learning from these studies, as well as from social listening technology, the CLICKON creative team now focuses almost entirely on native content.
These native pieces are created in partnership with brands looking to foster stronger relationships with younger viewers. Recently, CLICKON Media’s creative team linked with Wilson Golf to grow awareness for their DUO Nation initiative; the result, a 9% CTR over a two-week period that successfully increased foot traffic to participating retailer doors.
This piece, Pure Imagination: These Golden Golf Balls Are Real And Could Be Yours Soon, created an experience through nostalgia to emotionally connect with the reader. It described Wilson Golf’s initiative in the context of Willy Wonka’s Golden Ticket story with a modern twist. The article successfully connected reader and brand rather than to force-sell with dull print or banner placements.
The article was viewed 11,186 times and generated over 500,000 impressions on site during its 2-week run with impressive increase in social interaction.
Comparing the Wilson Duo Nation campaign to Willy Wonka’s Golden Ticket connected readers to their brand via a sense of nostalgia.
Native content shows readers that a brand is willing to take the time to actually get to know them – to add something to the conversation instead of creating fancy banner ads that have no substance. Readers are then willing and motivated to engage. They are also much more likely to share the content because it is useful or entertaining. A survey by Amobee shows 32% of respondents would share native ads in comparison to the 19% for regular display ads.
As a result, in order to connect and engage millennials, brands must embrace the use of native ads for their sharable quality. They must add to the lives of their target audience with creative assets that provide value. With much healthier CTR’s and fans sharing native content across social, native advertising is the future for brands looking to form a deeper connection with consumers.
As a business, have any of your ads aimed to connect with your audience in the way described in this post? In what way did your ad attempt to connect with your audience and what response did you receive? Share your thoughts!