Native Advertising story by anzu.pro

Native advertising

Nowadays, Native advertising generates a lot of discussions that is not surprising at all. On one side, this kind of format allows users to find interesting content and makes it easier for brands to unobtrusively report on the product. On the other hand, many users feel cheated when realizing that the material was promotional.

‘Natural’ advertising (from Eng. Native advertising) is a way for the advertiser to draw attention in the context of the site Su and the users’ interests. In the original, it must take into account all the features of the platform that is not identified as an advertisement and does not cause any rejection in the audience.

 

Such an ad is unobtrusively ‘waiting’ for a user where he is looking for an interesting content himself.

In fact, it looks like product placement: remind yourself of  SUITS series: the company uses only DELL laptops and Lexus cars.

Therefore, the main advantage of native advertising is the ability to ‘jump over’ the mechanical barrier of perception (in other words, to overcome “banner blindness”, when talking about online), which does not allow users to even look towards your ad because it is just annoying.

Formats of native advertising:

– Paid content appearing in the news feed, for instance, on Facebook or Instagram;

– advertising in search engines;

– blocks of content recommendations;

– ads (direct advertising of goods and services);

– other formats that cannot be included in the previous groups and are developed on a case-by-case basis.

Platforms of native advertising may be either open or closed – the way to promote the content depends on it.

When placed on open platforms, the content is promoted along with the site and its direct assistance; in this case, it is not published anywhere else.

For example: Twitter tweets, sponsored stories on Facebook, TrueView ads and other video ads on YouTube.

Advantages of such an advertising:

  • it is perceived as a part of the content of a site and is not identified by users as an advertisement; therefore, it does not cause rejection;

  • it takes into account the features of the platform and is in the context of the interests of users;
  • it has more chances for ‘viral spread’ in social networks;
  • it has a high level of attraction and immunity to “banner blindness”;
  • it has no competitive environment;
  • this kind of ad cannot be blocked;
  • it gives additional traffic.

CASE

AdMe faced a challenge the aim of which was increasing of the relevancy of the content recommended over the main article and was resolved by integrating it with the Relap service. By means of the widget, the user is able to see personally selected content. As a result, he does not leave the site, but goes further to the recommended article and continues reading. As a result, it triggers to increasing of the clickability of the “Read also” block by 33% without any major technical expenses on the part of the publication.

Sum Up

Next year, the entire market of native advertising may be estimated at 40-50 million dollars.

How genuine and real will trends and forecasts become depends on many factors, but first of all, brands, agencies and publishers should keep in mind the following:

Real advertising involves the transition to a conscious interest of users in advertising content, which, at least, should be useful for them.