Native advertising seems like a safe bet for marketers. It’s a natural evolution of digital advertising, it has both technological and economical advantages and it is a great way to reach your audience and to be noticed. Here below we are giving some insights into native advertising and how it differentiates itself from other advertising formats.
While traditional banner ads which are placed at the margins of the page are immediately recognized as such, native ads have the ability to fit organically and seamlessly into the environment where they are served. Nevertheless, there are both, creative and content guidelines that should be taken in consideration when planning a native campaign.
It’s All about Being Candid
There is much criticism on native ads since it is very easy to mislead consumers by blurring the boundaries between the publishers’ content and native ads. Posting a full article with a small, un-noticeable “sponsored content” at the top of the page is just one example. Misleading deliberately should be avoided by marketers; keeping consumers better informed by distinguishing editorial content from ads is in everyone’s interest. Consumers will be exposed to relevant content while publishers and advertisers will benefit from high engagement rates that won’t drop due to trust issues on the consumer side.
Native advertising is not a new concept. It is an established method that has been tried and tested in magazines, TV and radio and then progressed to digital. Advertisers and marketers adjust to the publication’s editorial style and tone and find the best platform to put their ads in. In return these ads enjoy higher rates of exposure which leads to conversation (if they are shareable) and ultimately to conversion.
Measure, Experiment and Optimize
One of the greatest advantages of native ads is that it’s more measurable than other digital advertising formats. As mobile usage is expected to grow, cookies are becoming a less reliable and efficient source of data for marketers. If marketers wish to follow and engage consumers more efficiently with the information they gather, they need to experiment more than before on every aspect – design, content, type of platform, etc… and optimize accordingly.
Native ads have a true potential of driving brand awareness and audience engagement without being as obtrusive as other advertising formats. Better than that, it has a real chance to tighten and improve the advertiser-publisher-consumer ecosystem.
That being said, we are not saying goodbye to banner ads just yet, for now they are here to stay.