The Benefits of Non-Traditional Advertising - Content Integration Sponsorships

Malcolm Jamison

Malcolm Jamison About The Author

Jul 22, 2020 8:55:00 AM


Non-traditional advertising methods can help you reach customers who might not be aware of your advertising through traditional media. Perhaps they have not taken note of your television ads or connected with your business through digital ads or social media. With non-traditional advertising methods, however, you can help your brand stand out from the sea of choices in your industry, increase brand recognition, and increase the odds that you will be the top choice for those customers. 

Integrate Your Advertising with These 10 Proven Tips

What is non-traditional advertising?

Non-traditional advertising encompasses a range of media and opportunities but uses non-traditional means to engage with customers--and to increase customer recognition of the brand. Instead of using traditional advertising methods, like commercials or digital ads, it reaches out to customers in ways they are more likely to remember. 

One highly effective method? Sponsored content. Brands see 50% more of a brand lift through sponsored content than they do through traditional ads. This higher return on investment has led to an increased number of brands looking for ways to sponsor content or connect with customers through non-traditional means. Non-traditional ads might, for example, include ads in unusual places, or they might include content that would not normally be considered an ad. 

What is content integration sponsorship?

Content integration sponsorship occurs when, rather than creating its own unique content, the marketing team chooses to sponsor content created for other purposes. Sponsored content can occur on a variety of platforms: television, social media, and even in print media. By sponsoring content that your target audience already connects with, you can increase your reach and improve your ability to connect with those customers. Content marketing, for example, often produces as many as three times more leads than traditional paid search ads. You will likely achieve similar results through content integration sponsorships.

Imagine, for example, that you own a small coffee shop in town. You provide vitally-needed fuel for young college students throughout the area, who may stop in at any time of day. During finals week, you might sponsor a local influencer who is offering study tips for college students who are trying to cram for their upcoming tests. If you want to increase your reach on television, you might want to sponsor a local news segment on how finals-related stress is impacting students at your local college. 

Your target audience may already be watching that content or engaging with it over the normal course of their days. When they see your brand sponsoring that content, they'll be more likely to remember it--and your connection to it--than they are to remember a quick ad that plays in the middle of a string of other commercials. Likewise, as that coffee shop owner, you might choose to post your ads on unexpected places around the college campus: on a trash can or sofa in the commuter lounge, for example.

Benefits of Non-Traditional Advertising

Non-traditional advertising has several benefits for your brand. First and foremost, it helps your brand stand out from the crowd. By placing your ad in a space where others are not already advertising, you can increase your visibility and make it more likely that customers will remember you later. This helps you stand out from the crowd and makes it more likely that customers will remember you when it matters.

Consider, for example, two local pizza delivery restaurants. Brand A relies on traditional advertising. Brand B, on the other hand, sponsors a local sports segment every week. Brand B's name is regularly in front of sports fans, connected with something that they follow, support, and care about. When game day comes around, Brand B sees a significant uptick in the number of customers who call in to support their business. 

Likewise, Realtor C chooses to sponsor a local community spot that highlights needs within the community each month. People who have homes to sell in the community, or who are interested in moving into the area, have proven likely to engage with that type of content. They recognize Realtor C because that realtor sponsors content they consider relevant. As a result, they're more likely to remember Realtor C when they're ready to buy or sell a home in the area--and they naturally connect that realtor with the local area because of the sponsorship. 

There are various ways in which a business can participate in non-traditional advertising with FOX 12/FOX 12+ Marketing.  We offer content integration in the form of segments in our lifestyles show - MORE Good Day Oregon, as well as sports and weather sponsorships, talent endorsements, and cause-related marketing opportunities.  Successful non-traditional advertising marketing campaigns start here with FOX 12/FOX 12+ Marketing.   

Businesses who seek to stand out from the crowd will find that non-traditional advertising can help them meet their overall goals and connect with customers in unexpected ways. Many of those methods make the brand more memorable than traditional ads, which can quickly blend into the background. Many customers might not recognize the brands that put together specific commercials, but they may prove much more likely to recognize brands that advertise in nontraditional ways. By working with a media partner, you can get a better idea of what non-traditional advertising opportunities are available in your area, including segments that you might sponsor or unexpected places you can put your ads to improve brand awareness and recognition.  

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