With the increasing user base on the internet, new and innovative digital marketing strategies are being invented. And Native Advertising is one such brilliant marketing technique. If you are an Internet user, you are a target consumer and chances are that you have consumed the Native advertorial content without even realising it.
What is native advertising?
Native Marketing is a paid advertorial which is adapted for the appearance and format of the platform on which it is being advertised.
Native Ads do not appear like normal ads. They could appear on the top of your search results as “as paid ads”, as posts on social media sites, recommended content on web pages. One peculiar thing about native ads which differentiates them from normal display ads is that they look and feel exactly like the organic content a user is consuming on a specific internet platform and hence the name “Native”.
Big brands as well as start-ups are investing more and more, alike in Native marketing. Social media platforms are generating huge revenues with Native ads in their feeds. Not just social media platforms even the publishing industry has also picked up on this trend and they are introducing sponsored content integrated with their editorial content.
How does native advertising work?
Native Advertising is advertising in disguise. It is the paid content that you see without realising that it is not an actual part of the native content of the platform.
The purpose of a native ad is to introduce the user with the advertised product without disturbing their focus from the original content. In native advertising, the ad merges with the native content so well within the platform that the user is unable to differentiate between the paid content and the organic content.
They are often labelled as “paid content”, “sponsored content” or “promoted content” etc. but they match with the editorial style of the platform on which they appear.
For example, if you search for a service or a product on Google Search and in the search results, you see top two-three results with the name of the companies or brands selling the same or similar service starting with “Ad” icon. These are native ads but they look exactly like your search results. As a consumer if you find the product or service you are looking for you would naturally click it without analysing whether it is an ad or content.
Types of native advertising
Native Advertising could appear in any format depending on the editorial style of the platform but they are primarily characterized in the following types:
- In-Feed Ads: These are the ads which appear in your social media news feed.
- Search and Promoted Listings: These are the ads which appear on the top your Google search results.
- Content Recommendations: These are the articles which appear below the content you just read. They are often labelled as “Recommended for You” or “You might be interested in”.
- Custom Content Unit: To put simply, these are the ads which are customised as per the format of the publisher’s site.
- Native Ads could appear in any format posts, memes, pictures, videos, blogs, articles, infographics, tweets etc. The transition of the user’s attention from the site’s content to the ad is smooth.
- Native Marketing overlaps with content marketing in some of its characteristics. Some people also say that native marketing is a part of content marketing.
Benefits of Native Advertising
- Companies are choosing native advertising over traditional marketing for many reasons. Some of the major benefits of native advertising are:
- Native ads get 53 % more consumer attention than traditional ads. The user engagement of native ads is almost similar to that of the editorial content.
- If the ad is interesting, engaging and informative it going to leave a mark on the user’s mind and chances are that it can also get shared by the users with other users.
- The traditional banner and pop-up ads are intrusive and often end up annoying the users rather than getting their attention. While native ads are consistent with the original content and therefore, serve their purpose without disturbing the users.
- It helps the advertiser’s content to stand out by blending with the editorial content and gets a higher response rate.
- Native advertising is a great opportunity for an advertiser to communicate with the target audience, for a publisher to post ads without losing their user base and the viewers to enjoy the content without any disruption.
- Responsible Native Advertising
- Since the nature of native advertising is ambiguous, there is a risk of consumers to get tricked into consuming content they do not intend to.
- Therefore, it is necessary to make sure to make the consumers aware of what kind of content they are consuming. It is important to mention that advertisement is paid.
- Native Marketing is the new favourite of advertisers as well as viewers and at this time it is wise to invest in Native Marketing.
- Whether you are a person or a brand that is looking to reach and influence large numbers of audience, native marketing could be your best bet. At we love digital marketing we can help you with putting your best foot forward in native marketing.
About We Love Digital Marketing
Not just native marketing, we have years of experience and expertise in the entire field of digital marketing. From content marketing to social media marketing we have all the digital solutions for the marketing of your business.
Our focus is to help our clients reach a maximum number of a target audience, get brand recognition, generate inbound sales and achieve better ROI.
We take pride in using the best technology and customised business strategies for our clients’ success. We Love Digital Marketing is the best digital marketing agency in Kolkata.