Contents
- What is native advertising?
- History of native advertising
- Benefits of native advertising
- Characteristics of good native advertising
- How to evaluate the effectiveness of native advertising
- How to increase the return from native advertising
What is native advertising?
Native advertising, also known as natural advertising, is a form of content that provides useful and interesting information targeted at a specific audience. Unlike traditional advertising formats, native advertising does not seek to directly promote a product but does so unobtrusively, without disrupting the user experience. It integrates into the content of the channel, so it does not interfere with user interaction.
When executed properly, native advertising openly demonstrates its commercial intent; however, it also provides real value to the reader. For instance, a review of the new installment of the game God of War may not contain direct advertising, but its content can inspire gamers to try the game.
History of native advertising
Formats of native advertising have deep roots and were used as far back as the 19th and 20th centuries. One notable example is the work of David Ogilvy, who in his "Oysters Handbook" described nine types of oysters, mentioning that "any oysters taste better with Guinness beer." This guide not only informed oyster lovers but also subtly introduced a mention of beer, which seemed quite natural.
Modern formats of native advertising also encompass various types of content on social media. For example, native targeted advertising can be presented in the form of promotional posts that only slightly indicate their advertising nature. In this context, cases represent an opportunity to share real experiences and subtly offer deals.
Benefits of native advertising
Native advertising has several important advantages:
- Unobtrusiveness: It helps promote a product without irritating the user, avoiding "banner blindness" and ad blockers.
- High results: According to AppNexus, native display ads have a CTR nine times higher than regular ones and nearly 20% increase user intent to purchase.
- Brand recognition: Increasing mentions of a product in the user's informational field contributes to better memorization and trust in the brand.
- Versatility: Native advertising can be used to promote various products and services, from cars to financial products.
Characteristics of good native advertising
For native advertising to be successful, it must meet certain criteria:
Alignment with platform style
Native advertising should seamlessly fit into the platform's content. For example, on social media, one can post about personal experiences using a product, which will be perceived as natural. At the same time, for media outlets, it is necessary to follow editorial policies and styles so that the advertising does not appear foreign.
Value for the reader
The primary goal of native advertising is to provide useful information. As Lauren Reddy from The New York Times states, it is important for the advertising to solve real problems for readers. For instance, an article about changing professions might include a mention of a project that helped the protagonist, which would be perceived as logical and natural.
How to evaluate the effectiveness of native advertising
The effectiveness of native advertising can be assessed in various ways. If the advertisement includes an active link to the product, one can track the number of clicks and leads. In the absence of such links, evaluation will be based on reach and audience engagement. It is also essential to collaborate with publications to obtain internal statistics.
How to increase the return from native advertising
To ensure that native advertising is successful, several aspects must be considered:
- Choosing the format: Determine the preferences of your target audience and select the appropriate format: articles, guides, quizzes, etc.
- Visual design: It is important that visual elements complement the text and attract attention. A well-designed visual can significantly increase interest in the material.
- Distribution setup: Use social media for quick traffic acquisition. Create an engaging post with a clear headline and lead-in to attract the target audience.
By considering all these factors, one can significantly enhance the effectiveness of native advertising, creating engaging and useful content that captures attention and builds trust with users.