Lexus Takes New Approach to Advertising
Aside from the more formal definition of the term, “native advertising” is a way for a brand to take the average everyday ad and modify it to be more effective and engaging for a specific audience.
Contrary to popular belief, native advertising is not a new concept. The method of delivery may have changed with the introduction of the internet, but in all actuality, advertiser-related content has always existed in everything from magazines and newspapers, to television and radio.
It’s useful when the goal of a company is to create content that is unique to its website and, more importantly, to create a positive emotional experience for its audience.
According to statistics, “the number of people who pay attention to a banner ad is less than 1 percent.” Of the 50 percent of people that happen to click on them- they typically do so by accident. In contrast, 52% of native ads created by a brand are viewed by their intended audience.
Why Native Advertising Works
Most people disregard ads on the radio, television, and internet. As a matter of fact, they turn them off, tune them out or ignore them. But when ads are done in a way that doesn’t seemed forced or doesn’t look so much like a typical “ad”, readers or viewers are more likely to pay attention to them.
This is where native advertising comes into play. They feel more authentic and genuine; and tend to garner more attention. The native ad is like a story that wants to be told. It’s something people can relate to in their everyday lives. It’s content that people don’t mind sharing with others, because it’s something that reaches them emotionally.
How Lexus Implements Native Ads
Companies also realize the impact they can have through native ads, or in the case of Lexus through its newest campaign. Lexus has teamed up with Thrillist, a digital media company that caters to the lifestyles of young men through food, drink, and entertainment, to compile a list of “Spring Must-Do’s” in big name cities.
The carmaker’s ad campaign features an interactive “ignition” button that, when pushed, provides the reader with a list of places to explore in and around the city.
Lexus sought to develop a customized program that spoke to its audience through personality, emotion, and lifestyle. They didn’t try to go over the consumer’s head. The car maker wanted to focus on generation X and Y buyers and what interests them specifically. The ad promotes other content in a form of co-branding to create a richer, more diverse user-experience.
Lexus of Highland Park is proud to offer a luxurious line of sleek Lexus vehicles. Stop over to our dealership to view our current inventory of new and pre-owned vehicles ready for a test drive.
