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Patient Attraction Episode 717
Native advertising is a fairly old idea that’s attracting increased interest lately. With smartphone web browsing skyrocketing, on-screen real estate is at a premium. And ad blockers are getting more and more sophisticated. I’ll be back after the break to tell you what native advertising is and how dentists can make it work for them.
– Have you heard the expression, “Everything old is new again?”
– That certainly applies to the idea of native advertising.
– I’m Colin, and welcome to the Patient Attraction Podcast.
– Most forms of online advertising today try to stand out from the page content.
– Today, banner ads are everywhere.
– That makes it tougher for one ad to stand out.
– Native advertising, though, blends with the format and look of the surrounding material.
– It looks less like an ad and more like part of the page.
– It becomes part of the page feed and part of the user’s experience with the page.
– Why should dentists use native advertising?
– For one thing, one study last year found that 25 percent more users looked at in-feed native advertising than at banner ads.
– And the study found that native ads increased intent to buy by 18 percent over banner ads.
– In the case of dentists, that can translate to an 18 percent higher intention to call your office.
– In the study, people spent 2 percent more time looking at the native ad than at the surrounding content.
– It caught their attention, and that’s a good thing.
– Another reason to use native ads is that, as I mentioned, smartphone browsing is growing tremendously.
– In fact, phone browsing exceeded “fixed” browsers in mid-2014, and the gap continues to widen.
– Obvious, set-off paid placement ads take up a lot of room on small screens.
– Since they’re obviously different from the content that the user wants, they may be ignored.
– And as the use of ad blockers increases, it’ll get harder to get even traditional ads seen.
– But native ads blend into the user’s experience.
– More and more companies are embracing native advertising.
– Spending is projected to reach $21 billion by 2018.
– So, native advertising is here to stay.
– However, it’s not intended to replace banners or other forms of online advertising.
– That’s because the goal of using banner ads is to encourage clicking on the ad and taking action.
– Native advertising has broader, longer-term goals.
– In fact, the ads may not even have a call-to-action.
– The goal is to engage the reader and to provide interesting, informative, and valuable content.
– To make them like and remember you.
– So consider using native advertising to increase awareness of your brand and your message, and to build engagement with your audience.
– If you’re ready to discover what my clients know that you don’t about attracting patients online, you should schedule a Patient Attraction Blueprint Session. They are free to serious dentists who want to see a patient attraction system that can double their practice. For more information, go to www.patientattractionblueprint.com.
– In tomorrow’s podcast, I’ll cover the different ways you can use native advertising in your marketing program.
– Until then, keep moving forward.