Native advertising is a true new buzz word in the world of advertising. Basically, it is a type of paid advertising that ensures the ads actually sit in the host site in a seamless manner. This means that it follows the user’s experience so that it looks natural rather than out of place. Basically, they are branded messages that look like natural content.
Types of Native Advertising
Native advertising is a very broad term, which means it can be categorized in many different ways. Simply, however, there are the paid units (Google, Bing, Yahoo) and the native elements units, which you see when a banner placement contains a content ad. These are known as content recommendation units, which you generally find at the bottom of an article.
In-Feed Native Units
One of the easiest way to spread content for a brand is through feeds. This is why in-feed native advertising units are probably the most popular of all. This can come from a news source, a brand promoted content and more.
The Growth of Native Advertising
Nowadays, consumers see thousands upon thousands of advertising messages each and every day. As a result, they don’t even see them anymore. Hence, if there is an opportunity to almost make sure somebody sees a message, competition is incredibly fierce. To make things more complicated, people are no longer limited to using the internet on desktops and laptops. Rather, they use their tablets, smartphones and various other mobile devices to search the internet. Each of these platforms can be advertised on, in various different ways.
In order to be successful, a brand has to be able to offer something that grabs attention. If the user experience is interrupted at any time, people will actually turn away from whatever was advertised. Indeed, they can actually be highly damaging for a brand as a whole. What you want is to present something that is so interesting that it is not just viewed, but that it is actually shared as well. This is not about shouting louder, or for longer periods of time. This used to be the way marketing worked, but thanks to native advertising, this has all changed. Nowadays, an advertisement is less like marketing and more like publishing. This is because it is done by providing content that people are actually interested in.
The problem is, however, that people are now on mobile. While banners are still the traditional mode of advertising, this simply doesn’t work on mobile applications. It is disruptive and will turn people away. Instead, they must use native adds so that they can not just push their brand out there to their customers, but actually get them to engage in it as well. A share on social media is incredibly valuable, of course, but so is people having conversations with the brand about certain products or services. That is exactly what native advertising tries to achieve, making it less about advertising directly and more about conversations.