NATIVE ADVERTISIN G What is Native Advertising?
INTRODUCTION
GOALS OF NATIVE ADVERTISING BENEFITS OF NATIVE ADVERTISING
CONCLUSION
TABLE OF
NATIVE ADVERTISING EXAMPLES
CONTENTS
01 02 03 04 05
INTRODUCTI ON What is Native Advertising?
Native advertising is a form of
online advertising that matches the form and function of the platform on which it appears.
NATIVE ADVERTISING EXAMPLES Because the purpose of native advertising is to blend into the form and function of the content around it, it can be tricky to spot. Here are some examples of native advertising: Native News Feed These are promoted postsAds that show up next to real news in a publisher’s news feed.
Native Search Search Engine Engine Ads Ads are
designed to look just like organic search engine results
Native Video Ads Native advertising is not limited to text and images – videos have been increasingly popular as well.
Native Advertorial Advertorials look like regular Ads
editorial content but are actually created to advertise a brand. These ads are popular both online and off and have been around for a long
Native Twitter Ads Another form of native advertising is Twitter’s promoted tweets. Apart from the “Promoted by” text, a promoted tweet looks just like any other.
GOALS OF NATIVE ADS
Native ads have two primary MERCUR MARS Y goals:
#1
#2 Positioning a brand image in the consumer’s mind.Â
Driving consumers to take one particular action as in the case of the search engine ads.
A higher likelihood that the ads will be watched, read and listened to; and
BENEFIT 2 A greater chance that the trust that consumers have in the publisher will “rub-off” on the brand.
BENEFITS OF NATIVE ADS
BENEFIT 1
DEBATE FOR AND AGAINST NATIVE One of the often-heard criticisms of native advertising is that it was designed to trick ADVERTISING consumers into consuming ads and trusting brands by making said ads look like editorial content. This ethical discussion continues to rage.
For
Agains t
Native advertising is clearly labeled as such using words like “Promoted” and “Sponsored”.
Labels such as “Promoted” and “Sponsored” are easily overlooked and seem to get smaller all the time leading to at best consumer confusion and at worst consumer deception.
Native advertising is a winwin-win solution: publishers get revenue, brands get exposure and consumer get educational, entertaining or inspirational content.
Native advertising is not a win for publishers because “selling out” erodes the trust that consumers have in their editorial content.
IS CONTENT
MARKETING NATIVE
ADVERTISING?
Both content marketing and native advertising use useful content to position a brand and drive action. However, that’s where the similarity ends. Native advertising is ‘pay to play.’ If a brand or individual did not pay for the spot, it’s not native advertising. Although brands may choose to promote their content by paying for visibility, content marketing is not advertising. You do not pay to create or curate content to your own platform.
CONCLUSION Native advertising is hot and growing hotter. In the end, if publishers and brands make it their responsibility to draw a line clearly between editorial and native ad content and consumers make it their responsibility to look for and be aware of that line, native advertising is a win-win-win for all three parties.
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