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Over the years we have seen the world of online advertising spread to virtually all areas and web services, generating large amount of advertising revenue and set as a staple for advertiser and brands. However, some strategist have been characterized by a somewhat invasive style.
It’s in this scenario where Native Advertising has emerged as an intelligent and highly adaptable alternative. This kind of paid advertising fits the visual and functional design of the webpage where is placed, emulating the native browsing experience and transforming the ad into something much more friendly and personalized. Its ease of adaptation to the environment and the advertiser’s message, have made this a model that has begun to position well ahead against the homogeneity of the most classic advertising tactics.
Native Advertising has adapted to all kinds of pages like search engines, news media, blogsites and social media platforms. Nowadays, all Internet giants like Facebook or Twitter have chosen to include Native Advertising as one of the advertising strategies they offer to brands. Depending on what kind of service or product do you have, there are several types of native advertising that will suit you better.
Types of Native Advertising:
- In-feed native ads: these kind of ads blend with the content of the page. It is generally designed with the editors of the page so that the message matches the non-advertising stories of the publisher. Depending on the variant, the ad may lead to another similar page or be consulted on the same page like Facebook, Twitter, YouTube or Instagram do.
- Promoted Content: they are used in websites that do not have a typical editorial content. It resembles the services offered by the site, however, it usually contains a warning that the content is an advertising.
- Recommendation Content Widgets: these ads don’t necessarily mimic the appearance of the page content. Usually they have titles like “you could be interested in” or “recommended for you” and may be followed by the sponsor’s name (Recommended by Brand or Sponsored by Brand), indicating that it is third-party content.
So, why should you do native advertising?
First of all, the results of native advertising are way better that a more conventional digital campaign:
- Consumers looked at native ads 52% more frequently than banner ads.
- Native ads have a higher brand recognition by consumers, 32% versus 23% of traditional banners.
- Purchase intent is higher in native advertising, 52% versus 34% of other digital ads.
- The 32% of consumers said they would share the contents of the native ad with family and friends compared to 19% who would do the same for traditional ads.
In summary, native advertising is one of the most important trends in online advertising and the results prove it is really efficient. It is a must to increase the visibility and awareness of the brand.