Native Ads as an Investor Marketing Tactic
Native ads most commonly appear on websites as “recommended content”. Have you ever clicked through on an article about a company that was also centered on a topic that you are interested in?
Unlike traditional display or banner ads, native advertising doesn’t LOOK like a paid advertisement. They are designed to blend into the editorial flow of the page, which makes them non-disruptive to the user experience. When done well, native advertising does not come across as a traditional pushy sales message. It’s a subtle suggestion to a content user that they may be interested in the company or product because of their interest in the content or topic that the native ad had been built from.
Native advertising needs to hold relevant, valuable and non-interruptive content that meets the expectations of the audience. Ads in the Facebook feed is no more native advertising than an ad placed among the articles on a news-site like nyt.com.
What do native ads look like?
- “In-Feed” Ads: These include ads that appear in your news feed or on social networks (Facebook, Twitter, Instagram). There is some debate around in-feed ads being “disruptive” to the user experience, which could disqualify them as effective native ads. However, when done properly with the native advertising guidelines in mind, an in-feed ad may qualify as a native advertisement.
- Search & Promoted Listings: These include ads that appear at the top of your Google search results, or in your sidebar. Often, it is targeted and relevant content to what the audience is already searching for, but boosted so that it appears in their eyeline ahead of your other organic search results.
- Content Recommendations: Recommended and sponsored content that appears below an article that you just read. When done correctly, these articles should match or align with the current topic that you appear interested in already, and should only subtly mention the company that has sponsored the content itself (if at all).
- Advertorials: Sponsored written content that features a service or product in an “objective” light. This content should come across as organically written, at an arms-length from the company that has sponsored it. Buzzfeed employs this strategy, often having their writers review or “try” a product or service for a week and write about their entire experience with the product over that time.
Using Native Ads to Reach Investors
Plexus Media has done a lot of research on how to reach retail investors in the digital space. We found that retail investors tend to invest between $5,000 and $220,000 into attractive investment opportunities with the average investment being right at $12k. This average investment can actually add up pretty quickly. The value of retail investors should not be underestimated!
Data that we’ve gathered also suggest that the majority of retail investors are male and about 60% of them are between the ages of 25 and 44.
This matters because today’s retail investors are found in the digital space. There is no doubt that a solid digital marketing strategy will provide an added boost to a public company’s bottom line, and employing innovative strategies like native ads can be a great way to reach this audience.
Sample of a Plexus Native Ad Campaign
Plexus Media routinely employs native advertising in its investor communications and marketing efforts. Many of these include some form of content that’s built specifically for the client. Our firm has also run targeted ads, specific for our client or a potential upcoming industry or investor-related event.
One of our successful campaigns involved a whitepaper that was published on a third-party publication
Want to learn more about native ads and investor marketing?
Investor marketing offers unique challenges, to which there are creative solutions available. Our Plexus Media team is always open to discussing more about the digital tactics that we’re using to reach investors. Feel free to reach out to us anytime to learn more about native advertising!