"The worst kind of advertising gets in the way of what consumers are doing," says Christina Constandache, VP of Global Partnerships at Viber, who was one of the official speakers at Native Advertising DAYS 2018.
But how do you then create advertising that does not piss off your customers?
What is your worst kind of advertising you can create as a brand?
The worst kind of advertising gets in the way of what consumers are doing.
I can’t tell you how many times I’ve seen ads that just pop up over and block what I’m trying to read or ads that make me stop what I’m doing just so I can figure out how to click off them as quickly as possible. Or ads that force me to watch them just so I can see a video that I really want to see.
For native advertising to be good, it has to make sense to consumers you’re targeting and be in an environment that consumers enjoy, like messaging.
Ads placed in the right context and to the right audience have the ability to convert new clients and re-engage existing clients.
Thinking ads that take over your screen are good ads is a big problem.
What do marketers most often get wrong in advertising?
Thinking ads that take over your screen are good ads is a big problem. There isn’t a single person I know who has ever said, please put a big ad directly over the content I want to see. Especially on a mobile phone where your screen space is limited.
Be tasteful about it and how you engage with consumers.
How can they become better at doing those things right?
Define your audience in a way that makes sense and allows you to grow that base. When considering ad placements, be tasteful about it and how you engage with consumers.
Don’t just stick an ad someplace because someone is selling you that space -- think how you would react as a consumer receiving that ad and if that’s not enough, test and target ads to ensure it works.
Any paid message should be fully disclosed to consumers and marked as a paid promotion.
How about disclosure - what does this have to say in a good native advertising campaign?
Disclosure is a good thing. Ads, influencers and any paid message should be fully disclosed to consumers and marked as a paid promotion or advertisement.
How do you work with disclosure at Viber?
Yes, all ads that could even remotely look like content follow strict IAB guidelines and are clearly marked as sponsored ads.
Businesses are starting to recognize that the best way to communicate with their customers is through chatbots and messaging.
My session will focus on the good, the bad and the ugly of advertising -- and on new opportunities.
Businesses are starting to recognize that the best way to communicate with their customers is through chatbots and messaging, and there is no better native format than letting customers interact with your brand on their own terms and in a format that 78% of smartphone users are using.