It is common to hear about native advertising in the field of digital marketing. It is common to see how this element is included in the strategies of different brands, products or services, regardless of the sector. But do we really know what is meant by native advertising?
I recommend you to watch this video before continue reading:
In many occasions it is often confused with content marketing; however, there is a big difference between both. Native advertising requires the advertiser to pay to publish the content; while content marketing is usually done on their own media and is based on organic positioning, without the need to pay a third party to publish in that space.
This is just one of its implications, let’s review what else there is, to understand what is meant by native advertising:
- Native advertising is not intrusive, annoying or disturbing.
- It is camouflaged and integrates naturally with the environment where it is published.
- It is identified as advertising, but the user does not mind interacting with it.
- It focuses on the content and format of the platform where it is published.
How does native advertising work in digital marketing strategies?
It is necessary to generate value to the user, providing a content that is attractive and interesting.
The Buzzfeed content platform has known how to get the most out of native advertising. To do so, it presents entries with the same tone, format and look of its notes and identifies them as BuzzFeed Promotions. Part of the success has been to bet on very striking and thematic titles in trend.
How to implement it?
Both text formats, images and even language must be fully integrated into the platform where the native advertising is made. That is what will make the consumer not reject it.
The best example in this case we see daily on social networks, especially Instagram, and even Twitter have done very well. Advertisers who register in these media must do so in a format exactly like the organic content, the characteristics do not vary; so when they appear in our timeline, they do not generate annoyance. If it is a good content we consider it attractive and we can even interact with it.
Choose the format that best suits you and your resources. Although we already know the elements that tell us what is meant by native advertising, it is also important to take into account that for its implementation you can choose between the following categories (taking into account that they must also comply with the two previous points):
- Native Video: It is ideal to create awareness
- Native Articles: Ideal to achieve engagement
- Native Display ads: Ideal to achieve conversions from remarketing tags. There are several formats like infeed, recommended articles among others. If you are interested in deepening and knowing about them, contact me without compromise.
In conclusion, what does native advertising mean?
- It adapts naturally to the platform where it appears.
- It is identified as advertising but it is not intrusive.
- Generate value through quality content.
- The advertiser pays for the space where it will be promoted.
- Promote interaction.
Hope this post has been interesting for you and looking forward to your comments!