Native advertising was one of the major players in 2015 and still is, of course, this 2016. In fact, native advertising is seen as a less intrusive for users and also adds value. In fact, as eMarketer reported late last year, “Native Advertising Update: Marketers See Healthy Spending Growth in 2016″, this type of advertising is growing between those who invest in advertising campaigns.
Presenting formulas are many and varied. So that we could say that if an animal could be identified with the “chameleon”, especially for its ability to adapt to the environment in which it is. And if we speak in native format advertising, we should say that slowly appreciates to new, evolving as the web itself. But how is this format today? Whither the native advertising?
The native advertising: what was, is and will
The ‘native advertising’ means, as we know, a new stage in the evolution of online advertising. Advertising which ceases to be intrusive to become part of the user experience when visiting half. Sometimes these ads tend to fall within the scope of the ‘branded content’ but the truth is that, despite being related, often seen as an evolution of content marketing.
It may take different forms: images from videos, articles, music, among others. And what they do is integrated natively in half. These paid content intended to be part of the user experience without disrupting the environment in which they are integrated. Digital channels have been key in the development of this type of advertising, mainly through social media and mobile arena.
Native Advertising Examples
In fact, it may seem a relatively common term, the native advertising is not. Responsible for Marketing Content in IEBS Business School points out that “is based on a principle that was already applied in the decade of the 30 with the product placement in the movies. Instead of entering a post about a product, thus interrupting the viewer experience, the product is introduced into the plot of the film naturally. ”
Now with the explosion of digital environments, he has appeared this kind of publicity, because of its chameleon character, are usually identified. Therefore, these contents they are accompanied by a caption that warns us that this is an advertising content, however publishing it may seem. This warning is not only used for ethical reasons. If a follower of the platform sees that the mark is allocating resources to deliver content that adds value to that site, and does so in a respectful and non-intrusive, that mark will remind positively.
It addressing the media in which such advertising is integrated we can talk about open and closed platforms. In the case of closed platforms we talk about the process by which brands create profiles or contained within a platform, promoting such content exclusively within its boundaries. Examples are the products promoted on Twitter (tweets, trends and accounts), Facebook post or sponsored video-ads on YouTube.
Meanwhile, they characterized by open promote a type of content on multiple platforms that support native advertising. Examples include systems like Adyoulike, Sharethrough, or Native Brandcont that allow brands include the same content in different publications or media that share a number of characteristics or target audience.
In between these models is that done by many online headers. More about content marketing banners we all know, the native integration between advertising content attempts, allowing manufacturers to promote their products and services in a more natural and less intrusive, without disruption and integrating within the visual design and the user experience of these media. What to do headers stand today?
The headers and native advertising
So many media already make use of this type of advertising would be difficult to compile a list each and every one of them. However, we highlight some that not only do, but they do recognize and give its reasons. For example, BuzzFeed is one. This company is committed from the beginning to offer such “native” advertising. Peretti, founder, explains the decision as a matter of efficiency.
Another example Huffington Post, which has several variants: from the post sponsored sponsored news on the brand page. Each has a different, but all are integrated into the user experience.
In Weblogs SL, a company that brings together most of the best specialized blogs in Spanish, using this type of advertising is done. However, Antonio Ortiz, director of corporate strategy, said, “the challenge is to do this very clearly informing the user and with a strong culture separation of editorial and advertising.”
As for formats lists (the top 10 videos, 5 locations where missing, the 7 most luxurious restaurants …) are the most widely used format in native advertising campaigns, followed by media campaigns that combine video with editorial content, as I study the effectiveness of Native Advertising NativeAD, analyzing trends and developments in the advertising format that is triumphing in the US and is beginning to stomp in Spain.
The tools also evolve
Also the world of tools come into play. And The Washington Post has begun to make use of Clavis that encourages its readers more items that may interest you based on keywords and phrases in their reading records. This tool was inspired by the recommendation system product running on Amazon (owned Jezz Bezos bought the Post in 2013), and is based on a widget that appears at the end of articles under the name “The Post Recommends “(The Post recommended).
Jed Hartman, chief revenue Post, believed that vendors could adopt a native advertising guide to attract their target audiences to their native through BrandConnect ads. With the native advertising, newspaper reading combines history users with third party data to create audience segments based on areas of interest. The product, called BrandConnect Intelligence, advertising associated with the native people who may be interested in the subject depending on the section they visit.
EBay also highlights, which is now working on increasing its offering of mobile advertising with the launch of a number of native formats, which in turn could be sold programmatically in order to explore “the native programmatic scale” according to its advertising chief, Nguyen Phuong. And he notes that “we believe that’s the right way to have an advertising experience that would allow advertisers feel that they are also part of the overall experience.”
Regardless of the format, the key to Native Advertising is content. At the end of the day, it is present digital advertising as if it were a more content of the media itself, so it must be relevant content, interest and related to the editorial line of the media. Of course, adapted and optimized for various devices from which users access the content. Are we prepared to make the leap?