Native advertising is one of the hottest topics in digital marketing these days. By creating ads that are in the same format as the content audiences are there to consume, marketers hope to provide a much less disruptive advertising experience. Native ads have also proven effective, drawing higher click rates than traditional banner ads, particularly on mobile devices.
Online native advertising has been around in varying form since the dawn of the internet, but the marketing ploy has increased in frequency over the last ten years. Native ads are now considered an important component of any modern digital advertising campaign, with Business Insider predicting that the tactic will account for 74 percent of all ad revenue by 2021. Native advertising trends have evolved over the last decade, with the abundance of spam-like articles forcing marketers to develop more sophisticated text and video content that both informs and promotes in an advertorial style.
Native advertising has become one of the most important marketing trends globally in recent years. With its non-disruptive approach, native advertising produces much better results than traditional ad formats. The new model is growing substantially as the research estimates that native advertising revenues are going to reach almost three-quarters of the U.S. ad market by 2021.
As most marketers – and people – already know, people cannot stand traditional ads and pop-ups. According to a recent survey, more than 86 million Americans will use ad blockers this year, which is 24% more than in the record-breaking 2016. Therefore, native ad strategists are trying to come up with new ideas on how to make their commercial messages more attractive. Here are the most popular and trending solutions that attempt to overcome that challenge.
A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
Sharethrough, Dan Greenberg
Native advertising is a type of advertising, mostly online, that matches the form and function of the platform upon which it appears. In many cases, it manifests as either an article or video, produced by an advertiser with the specific intent to promote a product, while matching the form and style which would otherwise be seen in the work of the platform's editorial staff. The word "native" refers to this coherence of the content with the other media that appears on the platform.
Native advertising has been used for years, but not all advertisers and marketers are familiar with the concept, and hence haven’t hopped on board yet.
Native advertising has rapidly gained popularity among both publishers and advertisers because of its ability to satisfy the needs of both sides.
Publishers are always seeking the best way to monetize their content on their websites and advertisers are always searching for new, less-intrusive ways to reach their target audience. The ability of native ads to blend in seamlessly with a website’s existing editorial content makes them an attractive option for parties.
It's no wonder why native advertising campaigns have experienced tremendous growth over the past few years given the inundation of banner ads and pre-installed ad-blockers. This style of marketing, which takes the form of sponsored content — video, text or image — fits in seamlessly with the content that frames it, and is already widely available online.
Native advertising has grown in popularity over the last few years. In fact, it's projected that $8.8 billion will be spent on native advertising in 2018. Despite the projection, $8.8 billion represents only a measly 5% of overall ad budgets.
What's behind native advertising accounting for only a small fraction of overall ad budgets. According to a report from Adweek, the reason is simple: a lack of knowledge among marketers. In fact, it's report that 55% of marketers don't know enough about what native advertising is, nor do the fully understand how it works.
Native advertising can seem a bit overwhelming and intimidating at first to many marketers. However, many marketers are unware that they already have actual experience with some forms of native advertising, such as pay-per-click ads, Google Adwords or promoted Tweets, all which are considered forms of native ads.
The point is, marketers shouldn't be overwhelmed when it comes to thinking and planning native ad campaigns. But to make it a bit easier, here are a few things to keep in mind when creating your own native ads:
One of the big criticisms of native ads centers around the fact that they falsely look like normal content and "trick" users into believing they're "real." However, this notion is simply not true. Think, when's the last time you were actually fooled by a piece of native advertising? It just doesn't happen. A majority of people know when they are seeing something that is more than "normal" content.
Native Advertising and Content Marketing are two marketing buzzwords that have seen a rise in popularity in recent years. They are also two buzzwords that often create confusion among marketers. Even though both have distinct different definition, many agencies or adtech companies interchange "Native advertising" with "Content Marketing."
Airbnb (South London Hosted by Artwork / Thump). This portal on Vice Media's Thump Channel invites users to explore South London as curated by DJ and producer Artwork. The portal includes videos, several original articles, and an explorable map of points of interest. This subtly nods to Airbnb as being the best way to explore South London, but the branding isn't overbearing, and the content has clear standalone value.
Xerox (The Atlantic). Xerox and The Atlantic collaborated to develop a portal for readers interested in seeing the latest ideas in the realm of productivity and growth hacking. Featuring articles by leading experts and a free e-book, the well designed page is also interactive.