More so than not, you probably had read or watched through a review or editorial for a certain product or service without knowing that it was actually a kind of paid advertising ad. That is why the common advertising techniques are vastly improved with the introduction of the native advertising.
Native advertising is a kind of advertising that matches the form and function of the platform which is used to display the ad. Most commonly it is used online, in a form of an article or a video, matching the form of the platforms editorial staff. That way the visual experience to the visitor will often look and feel “natural” and they consider it a “native” part, as they satisfy form and function.
Largest social platforms Facebook, Twitter, Instagram, and Tumblr all use native in-feed ads to monetize.
What are the advantages to native advertising?
Visibility – native ad placements have a much better chance to be “consumed” by the visitor. Viewed as editorial opinion, they bring additional value to customer conversion and purchase. Specifically, with the mobile platform in mind, the benefits of native advertising are even larger as the mobile feeds maximize the impression value, because of the way how consumers visually process mobile ads.
Some specific types of native advertising are:
- research reports
- product guides
Sponsored content studios are created by leading publishers (Times Inc, Forbes, New York Times… etc.), for the purpose of producing native advertising content and branded content, while there is even a leaderboard which keeps track of the most successful ones. However, there are nimble independent teams that adapt for a particular client needs.
The merger of advertising and content makes the legal status of native advertising uncertain. Disguised advertising demands a clear disclosure when employing native marketing strategy in order to protect the consumer from being deceived, and to assist audiences in distinguishing between sponsored and regular content. Having that in mind we can still note that, even with clear disclosure, a large percent of viewers will perceive the ad as journalist advertorials, which makes it that much more appealing.