The field of native advertising still remains unknown to many people. Even with the advent of technological advancement, the term ‘native advertising’ remains an enigma. You’re not alone if you don’t know what native advertising is. Towards the end of the article, we’ll make sure you understand the worth of native advertising and the reason behind exploring its different realms.
When we are talking about native advertising, there is not a single speck of doubt about the fact that it is one of the most favored forms of advertising that people often tend to use. Moreover, with the help of native advertising platforms, people now have a less intrusive and amazing way of marketing in the best way.
This type of advertising is growing and multiplying the effects of marketing. In 2010, content marketing was also increasing at the same rate in a similar trend. Today, content marketing is one of the most efficient ways in which a company advertises itself in front of people.
This can actually help them a lot in gathering the attention of the users and the audience without any trouble or hassle.
To run a successful advertising campaign, it is important to pay heed to what Howard Luck Gossage suggests-
“The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.”
So, why wouldn’t anyone want to try it out in the first place?
There is no doubt that the native advertising examples are definitely worth a shot. That is one of the main reasons why people invest in it.
According to experts,
Native advertising plays key role in producing a CTR 8.8X compared to typical display ads.
In the coming years, the scope of native marketing is expected to increase at an exponential rate. Therefore, this is the opportune time for you to invest your savings in it and wait for the results to brighten up your business.
Let us now understand why Native Advertising is important.
Why Choose Native Advertising?
Table of Contents
- Why Choose Native Advertising?
- Some Benefits Of Native Advertising
- Types of Native Advertising Listings
- Is Native Advertising a Form of Content Marketing?
- Notable Characteristics of Native Advertising
- The Truth about Native Advertising Platforms
In this age of social media and google, we see ads at every step – after we load a page, as we enter a new website or in between YouTube videos.
Ads are everywhere and promoting a brand must be something more than just cliché techniques that have been employed for ages. The type of ads that directly approach a customer or potential client to buy some product/change from one service to another is not native advertising.
This is because almost everyone more often ignores such types of traditional ads. The click rate has gradually declined, and this decline is painful to the eyes of content creators who generate niche-specific ads.
Native advertising incorporates different types of ads that match the form and function of the platform upon which those ads appear.
Here, we know the difference between traditional ads and native ads. Native ads are more like the content itself. One cannot easily distinguish between both. These native advertisements focus on entertaining, rather than selling.
Native ads are more likely to be found on social media platforms where people generally stop-by to look at visually empowering and aesthetically pleasing content. Facebook, Twitter, blogs, Instagram and YouTube, are some of the most effective native advertising platforms.
The native advertising strategy is an effort to remove the tag of “sponsored content” from a post and make it look more like the content on the same page. This might include removing the brand name and not specifying any call to action.
Apart from its obvious benefits, native marketing has driven sales up to 18%, and around 97% of buyers believe that this type of marketing provided them with specific information about a product and glorified their buying experience.
This native content is generally not separated from sponsored content and is viewed as editorial content. Native advertising has been known to increase traffic and sales.
In the field of marketing, one of the popular techniques is called native advertising. This form of advertising makes use of the paid advertisements medium to match the media format in which they appear.
Native advertising is viral on social media platforms as well as on a website’s recommended content. These type of ads do not look similar to traditional ones, such as banner ads or display ads. They follow the editorial flow of the page on which they are displayed. These are primarily non-disruptive advertisements.
Native advertising looks like:
- “in-feed” ads wherein they are displayed on social networks, for instance, Twitter or Facebook feed
- Recommendations for some content, i.e. the recommendations which follow an article you have just gone through
- Promotional listings, i.e. the ads which appear on top of the Google results after you have put in a search query
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Some Benefits Of Native Advertising
When it comes to native advertising, there are some benefits that people actually need to know about the most. Here we are going to discuss these benefits right now so that you don’t have any trouble for sure.
1) Puts some Control on the Publishers
When it comes to marketing, we often don’t have a pick on the people who are going to see the ads in the first place. Well, this actually changes when it comes to the format of native advertising. The content that you want to put will be going to a particular environment where the audience that we choose will be able to see it. There is no doubt that it is going to be pretty helpful for the people out there.
2) Captures the Attention of the Audience
The native advertising types and formats are pretty soft when we are talking about the approach right here. We are pretty sure that it is not like the other loud and obvious platforms of advertising. Hence, there are so many people who will be interested in seeing what native advertisement has to offer. This is another one of the benefits that most people need to know about.
3) The Reach Potential is Higher
When the content tends to be informative, relevant and engaging, there is no doubt that most people would be interested in it for sure. Therefore the readers would want to read the content and engage with it as well. So, that is something that would target the audience well. So, why wouldn’t anyone want to try it in the first place? We are pretty sure that it is going to work for sure.
4) Increase in Brand Awareness
This is probably one of the most important reasons why people need to try out native advertising. With the help of this, people are now able to let others know about the brands that they have. So, we can say this that it helps in the increase of brand awareness in the best way.
So, these are some of the benefits that most people should know about when it comes to native advertising. Are you all prepared for it? Make sure that you do it the right way and follow all the steps in order to have some great results in the first place.
Types of Native Advertising Listings
Advertorials/ native ads are focussed on mingling up with the surrounding in which they are kept.
It becomes challenging to differentiate between the original content and the sponsored content. Such a technique not only drives the customer’s interest in the product but also does not add to his fury.
People get furious because of ads, but such generic advertising methods are on par with the people’s thought process. They consider advertorials to be a part of what they’re viewing.
Various Types of native advertising are discussed below :
1. Sponsored Content
You need to be vigilant enough to differentiate average content from native ads.
A native ad will more likely take you to the product or will focus on it based on the interest of the general public. For instance, you’re reading an article about the best DSLR camera and a link in the article takes you to a website that sells it.
This is an example of an advertorial which not only gave you information about the product but also took you to the page from where you can consider buying it.
The content looked as if it was curated to give out information to the general public, but it was a promotional strategy. The brand being promoted pays for the promotion to the website. Every click pays!
2. Branded Content
Getting paid to feature branded content from the brand itself is like going gaga over the least efforts.
The brand provides the publisher with the curated content, and the publisher only must click one button to make it go live. This occurs when one brand has more viewership than the other.
You can clearly distinguish this branded content from the editorial content by looking for the brand name around the post. A well-known branded content network advertising example is that of Spotify music.
3. Search and promoted listings
Google search listings are one such native advertising example.
The format of an organic search varies highly from an ad. Still, a native advertisement must also deliver the content in such a way that it becomes organically available through search engines.
You can look for such an ad on the top of the page which will provide you with a link to the page that wants itself to be promoted.
4. Recommended Content
In such a form of advertorial, the content to be promoted is installed in the style of a widget on the page. But, this type of advertorial does not look like editorial content. You can differentiate between what is paid and what is generic, but it is a native ad because the content is created by the brand.
5. Video content
One such native advertising platform is YouTube, where you do not need text or widget or images to promote your brand. These promotional videos not just promote the brand but also send out a message for the public.
Is Native Advertising a Form of Content Marketing?
This might not be the case. No doubt, both content marketing, and native advertising share the same goal, but the basic difference between the two is just a slight shift of authority.
In content marketing, the brand itself becomes the publisher whereas, on a native advertising platform, the publisher remains a sole entity. Content marketing triggers brand-generated content, whereas native advertising focuses on paid content to drive traffic.
The native advertising aims at building an image of the brand in front of the customer and motivates them to at least click on the call to action button to see what comes next!
Notable Characteristics of Native Advertising
In this advertising-soaked world, buyers have become very sharp.
They smell advertising from a mile away and keep away from it at all costs.
While talking about advertising characteristics, William Bernbach says-
“There are a lot of great technicians in advertising. And unfortunately, they talk the best game. They know all the rules … but there’s one little rub. They forget that advertising is persuasion, and persuasion is not a science, but an art. Advertising is the art of persuasion.”
Also, buyers will, in general view, the data bestowed inside promotions suspiciously. No one knows how factually correct any information is as it is being paid to be published and promoted.
Native advertising platforms focus on both these issues and derive a method that lets promoted content look more like its surroundings; so that it doesn’t piss off people. The mixing up of promotional content with editorial content provides two benefits:
1) It is 25% more likely that the advertorial will not be ignored easily.
2) The trustworthy loyal readers/followers of the publisher brand will bestow their trust in the promotions of them. Hence, engaging customers into the promotional content from where they can make purchases.
Why are marketers opting for native advertising?
- According to some studies, it has been observed that native ads are viewed at a higher rate, about 53 per cent, over display ads. They also augment the purchasing intent by a factor of 18 per cent.
- Native advertising also helps boost visual engagement.
- Native ads also help in reducing ad fatigue, which happens when customers are tired of viewing ads. Since these ads promote a brand without stepping outside the boundaries of the editorial content, they do not cause boredom to the viewer. As long as the content being accessed by the viewer/customer is relevant as well as interest, these ads engage them more.
- Customers already know that native advertising is at play when they look at the ads. However, they are not bothered by it as these ads are a part of the content.
The Truth about Native Advertising Platforms
There is a thin line between genuine content and some content based on what is advertising, although there is inborn potential in the native advertising strategies.
An argument against native advertising stands on the point that many innocent people are pulled into it because advertisers feel that the prevalent methods of advertising do not fetch the same amount of attractions as they used to do earlier.
Native advertising respectably endeavors to cross between provoking the scholarly interest of customers while engaging brand advertisers through promotions, subsidization of content.
Until and unless the publisher makes a clear distinction between personally curated content and; the consumers will remain messed up.
And the brands also play a significant role in this, because sometimes brands do not provide specific information in their advertorials hence making it difficult for the online user to get a hint of what the content aims at.
Not only the brand and publisher, but a consumer must pay attention to the content. Not every content is generic and faithful. They should know how to detach fake, real and promotional content. A customer will not be deceived until and unless he/she uses the power of the mind.
Native advertising types might take an ugly turn if not implemented properly.
The people might lose their interest in the publisher if he takes up ingenuine advertorials and doesn’t make up for them.
Native Advertising Wrap Up!
Native ads can be specifically informative. This is undoubtedly one of the best techniques a publisher can use to give a boost to the sales of a brand and gives the customers the freedom to know anything about the product they wish to purchase.
Rest is upon the time to come whether this Native advertising example would be worth the investment or not!
Hence, if native advertising is carried out well, it can be exciting and informative. An added advantage is that it can further help in selling a product or even build a brand. Knowing how to use this marketing technique properly can help a business yield a profitable return.
Enrolling in a Digital Marketing Course will help you learn best native advertising techniques that can optimize the presence of your business on the web.