According to the American Marketing Association (AMA), native advertising is a “paid placement in any environment that is indistinguishable from organic content,” It aims to deliver an advertisement that is more relevant and engaging for the consumer.
WHAT DOES NATIVE ADVERTISING ENTAIL?
Native Advertising is a form of paid media or ad content. However, unlike the traditional banner ads seen on most websites, native advertising appears as if it were regular content. When done right, native advertising is an unobtrusive and effective way to place ads on a website. Furtheremore it entails a partnership between a publisher and advertiser, where the advertiser creates the ad content but typically goes through an editorial review before being published.
In addition to uploading their creative assets, such as images or videos, advertisers must also provide information about their target audience so that publishers can match ads with relevant website topics and audiences. This type of advertising gives marketers more significant control over reaching consumers online while maintaining a high-quality experience for users browsing websites.
HOW DOES IT WORK?
Native advertising is a form of monetization that takes content from an editorial source and republishes it in the form of what appears to be an ad. Let’s look at how this works for both sides to get a better understanding. The process begins with one party creating original content, which they then sell or barter to another publisher who posts it on their site, usually as native ads.
The advertiser pays for traffic when users engage with these advertisements by clicking through them to visit the advertiser’s website or clicking over into a client-specific page where you can find more information about a product or service. In turn, each click generates revenue for the hosting publisher while also being paid royalties from the brand itself based on views and interactions.
EXAMPLES OF NATIVE ADVERTISING IN MAGAZINES
Examples of native advertising in magazines include promotions for products like Coca-Cola and Ford. Unfortunately, these ads’ designs look similar to the rest of the magazine content, making it difficult for readers to tell what an advertisement is and what is not. Companies have been using this practice since the early 20th century when they split traditional print advertisements into two sections: an editorial copy that appeared alongside “real” articles about topics related to a product, service, or idea, and paid listings that consisted only of ad space sold on behalf of another company.
With time this distinction between editorials became less apparent because some publishers would run all sorts of special features without apparent delineation, so it became hard to even for advertising professionals to separate them.
BENEFITS AND RISKS OF THIS ADVERTISING
It provides a clear context for the consumer who is looking at an article. In addition, the platform where it shows up does not look like an ad which can provide more credibility than traditional ads. Another benefit is that there are no banner blindness issues since these appear within the content and blend in with other elements on the page.
Risks associated with this type of media include possible lack of disclosure, difficulty measuring effectiveness, and low brand awareness compared to traditional display advertisements. There has also been some debate about whether consumers click on Native Ads because they do not have such labels, so therefore, they don’t know what they’re getting into when they click on it.
WHAT’S SPECIAL ABOUT NATIVE ADVERTISING?
Native advertising is becoming a popular form of content marketing that takes the digital advertising world by storm. It has been around for a while, but it seems that in 2014 it became one of the most innovative and powerful ways to engage customers on a mass scale. But what’s so different about native advertising? What makes it stand out from other forms of online or traditional advertising?
It’s all about the experience. When done right, native advertising can provide a more natural and enjoyable user experience while still offering the brand exposure it desires. This type of marketing allows advertisers to present their content in an environment where they match up with other users who have similar interests or browsing habits, resulting in increased engagement rates compared to traditional forms of online ads that users often ignore. Native advertising also allows advertisers to provide a more relevant message in the proper context, leading to better engagement and higher conversion rates.
NATIVE ADS IN A NUTSHELL
The definition of native advertising has evolved since its inception. It is now much more than just advertorials, which are paid placements in the editorial stream but clearly labeled as such. Native Advertising can take many forms and get hosted on third-party sites, blogs, or publisher-owned properties like BuzzFeed, The New York Times, or Forbes.
