With native advertising, it’s getting harder and harder to spot the ads. Here’s what you need to know about this controversial form of advertising.
What is native advertising?
In a nutshell, native advertising is paid content. This could be in the form of articles, infographics, videos or any other type of content that a content producer can create. The key difference between native advertising and other forms of advertising is that it is designed to blend in with the surrounding content.
One of the main reasons why native advertising has become so popular is because people are becoming increasingly adept at ignoring traditional forms of advertising. This means that companies are having to look for new and innovative ways to reach their target audience. Native advertising is one way to do this.
Another advantage of native advertising is that it can be targeted very specifically. For example, if a company knows that its target audience is interested in a certain topic, then it can create content that is relevant to this topic. This ensures that the audience is more likely to engage with the content, as they are already interested in the subject matter.
There are some disadvantages to native advertising, however. One potential issue is that it can be difficult to track the results of a native advertising campaign. This means that it can be hard to know whether or not the campaign has been successful. Additionally,native advertising can be quite expensive, as companies often have to pay premium rates for placement on popular websites.
Overall, native advertising is a type of paid content that is designed to blend in with its surroundings. It has become increasingly popular in recent years due to the fact that people are becoming more adept at ignoring traditional forms of advertising. While there are some disadvantages to native advertising, such as its expense and lack of transparency, its ability to reach a specific target audience makes it an attractive option for many companies.
Native advertising is a controversial subject because it can be difficult to spot. Often, native advertising is paid content that is published on a platform alongside other, non-sponsored content. This can make it difficult to determine what is and is not an advertisement.
Additionally, native advertising can be seen as deceptive because it does not always clearly identify itself as an advertisement. This can lead to people viewing the content and then feeling misled when they realize it was created by a company trying to sell them something.
Finally, some people believe that native advertising takes advantage of the trust that people have in certain platforms. For example, if a person sees an article about a new product on their Facebook feed, they may assume that Facebook has vetted the product and that it is trustworthy. However, if that article is actually a piece of native advertising, it means that the company paid to have their article placed on Facebook, without any editorial oversight from Facebook itself. This can erode trust in the platform and damage its reputation.
A study by the Native Advertising Institute found that native advertising spend will reach $85 billion by 2021. This represents a compound annual growth rate of 30.2% from 2018 to 2021.
A separate study, this one by eMarketer, found that in 2018, native advertising made up more than half of all display ad spending in the US. This was up from just over a third in 2017. And the trend is only expected to continue, with eMarketer predicting that native ad spending will make up two-thirds of all display ad spending by 2020.
Why is native advertising so popular? There are a few reasons. First, people are more likely to engage with native ads than traditional banner ads. A study by Sharethrough found that people are 53% more likely to look at a native ad than a banner ad and they are also 70% more likely to click on a native ad.
Second, native ads are less intrusive than other forms of advertising. They don’t interrupt the user experience like pop-ups or autoplay video ads do. And because they blend in with the surrounding content, people are more likely to pay attention to them.
Third,native ads can be highly targeted. Platforms like Facebook and Google allow advertisers to target their ads using information like age, location, interests, and even purchase history. This makes it easy for companies to reach their target audience with their message.
Finally, native advertising is effective. A study by IPG Media Lab found that Native Ads deliver a higher lift in purchase intent than non-native ads across all measures tested, including brand awareness, brand favorability, and purchase intent. The study also found that Native Ads have a lower incidence of ad avoidance than non-natives ads
Some great examples of native advertising include:
1. Sponsored posts on social media platforms like Facebook, Twitter, and Instagram.
2. Promoted articles or videos on news websites or blogs.
3. In-feed ads on platforms like YouTube and Snapchat.
4. Search ads on Google and Bing.
5. Recommendations on streaming platforms like Netflix and Hulu.
Native advertising is effective for a variety of reasons. First, native ads are less intrusive than other forms of advertising. They are designed to blend in with the surrounding content, which makes them more likely to be noticed and clicked on by users. Second, native ads are highly effective, with studies showing that they deliver better results than non-native ads. Finally, native advertising takes advantage of the trust that people have in certain platforms. For example, if a person sees an article about a new product on their Facebook feed, they may assume that Facebook has vetted the product and that it is trustworthy. However, if that article is actually a piece of native advertising, it means that the company paid to have their article placed on Facebook, without any editorial oversight from Facebook itself. This can erode trust in the platform and damage its reputation.
Native advertising is more than just a new way to sell products and services. It’s a new way of thinking about marketing, one that puts the customer first.
In the past, marketing was all about interrupting people with messages that they didn’t necessarily want to see. Native advertising, on the other hand, is all about creating content that people will actually want to consume.
This shift in thinking has led to some amazing results. Native ads are more effective than traditional ads, and they’re also more trusted by consumers. In fact, native ads are so effective that they’re now being used by some of the biggest brands in the world, including Coca-Cola, Ford, and Nike.
There are a few reasons why native advertising is so effective. First, because native ads blend in with the surrounding content, they’re less likely to be ignored by readers. Second, native ads are generally more interesting and relevant to readers than traditional ads, which makes them more likely to be clicked on and shared.
Finally, native advertising builds trust between brands and consumers. When done well, native advertising can make consumers feel like they’re getting valuable information from a trusted source rather than being sold to by a faceless corporation.
Native advertising is still relatively new, but it’s already changing the face of marketing. As more and more brands begin to understand its power, we can expect to see even more amazing results from this incredible form of marketing.
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